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NRF 2014 Social Listening Report January 2014

NRF 2014 Social Listening Report

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In early Jan 2014, the Walker Sands team attended NRF 2014 in New York City which drew in big names such as George W. Bush and IBM CEO, Ginni Rometty. The Walker Sands social media team conducted a social listening report and came up with major conversation themes in addition to some best practices for how brands can use NRF to their advantage.

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Page 1: NRF 2014 Social Listening Report

NRF 2014

Social Listening Report

January 2014

Page 2: NRF 2014 Social Listening Report

CONVERSATION OVERVIEW

INSIGHTS:

10

Jan

11

Jan

13

Jan

14

Jan

15

Jan

16

Jan

12

Jan

17

Jan

2573

1146

907

6511

5107

1944

251 419

7000

6000

5000

4000

3000

2000

1000

0

• From Jan. 10-17 #nrf14 was used

19,307 times by the top brands and

influencers in the retail space. The

show’s official Twitter account,

@RetailsBIGShow, had 1,244 total

interactions (mentions and retweets).

• Jan. 13 saw the highest volume of

conversation with 6,512 tweets using

#nrf14, making up 34% of all NRF-

related chatter on Twitter.

Page 3: NRF 2014 Social Listening Report

MOST DISCUSSED SESSIONS

INSIGHTS:

12 - 6

AM

0

• 9 AM – 10 AM on Jan. 13 had more

NRF-related conversation than any

other time during the conference

due to former President George W.

Bush’s keynote address.

• The 3:15 PM breakout session with

Macy’s CEO Terry Lundgren and

IBM’s CEO Ginni Rometty was the

most popular of NRF 2014. Breakout

sessions featuring C-Suite executives

of leading retailers saw more

conversation than ones without.

*All times are in EST *Conversation trend for Day 1 of NRF 2014

6 -9

AM

9 AM -

12 PM

12 - 3

PM

3 - 6

PM

6 - 9

PM

9 PM -

12 AM

200

400

600

800

1000

1200

1400

1600

1800

162

658

1700

1298

1576

280

184

George W. Bush

Keynote Address

Keynote session with

Terry Lundgren, CEO

of Macy’s and Ginni Rometty, CEO of

IBM

@lizpoteracki: So excited

to hear George W. Bush speak this morning. #nrf14 #nrfsa #nyc

@DavidAlanKarp: @GinniRometty speaking about 3 big trends -

#BigData as our next big national resource #nrf14

Page 4: NRF 2014 Social Listening Report

INSIGHTS: • The IBM breakout session

created more conversation

for the brand than all of the

top exhibitors combined.

• Brands that utilized an

influencer in commerce or

retail, such as IBM Retail,

were the most retweeted

accounts at NRF 2014.

• 20% of all Magento

mentions were retweets of

Rebecca Minkoff’s

appearance at the eBay

booth.

Most mentioned exhibitors Most influential twitter accounts (by Retweets)

Retail’s BIG Show

IBM Retail

IBM Smarter Commerce

R Ray Wang

Smarter Planet

NRF News

Magento

Microsoft Retail

IBM Social Business

SAP Retail

IBM

Microsoft

Intel

SAP

Magento 163

183

184

188

203

203

225

272

560

749 2155

545

510

386

226

MOST INFLUENTIAL BRANDS

Page 5: NRF 2014 Social Listening Report

INSIGHTS:

• IBM (including CEO Ginni Rometty) led all

conversation topics while Ogilvy had four of

the top 10 most retweeted posts.

• Conversations surrounding the session,

“Future of Retail,” big data and the

shopping experience saw the most

retweets and received the most Twitter

chatter.

Lifeisgood NRF14 today

Microsoft's Last Console

Future of

RetailMSFTDynamicsSupe

r Bowl NEW

FOLLOWERSIBM

CEODeloietteCBSmarterP

lanetGreatLiveSmarterCo

mmerceIntelNRF360CEO

NYCGlobalWiproRetailing

StopBig

DataNetSuiteInformation

OracleNRFnewsIMBSmrtC

ommerceIBM CEO Ginni

Romettyshopping

experienceMacys

NRF TOPIC TRENDS

Page 6: NRF 2014 Social Listening Report

“FUTURE OF RETAIL” SESSION TWEETS

Page 7: NRF 2014 Social Listening Report

BIG DATA TWEETS

Page 8: NRF 2014 Social Listening Report

SHOPPING EXPERIENCE TWEETS

Page 9: NRF 2014 Social Listening Report

TOP 10 RETWEETED TWEETS AT NRF 2014

52

60

29

58

49

44

37

34

48

32

Page 10: NRF 2014 Social Listening Report

NRF BEST PRACTICES

Breakout

Brands should co-host

breakout sessions

with C-Suite retail

execs to generate

more conversation

on social media.

Meet Influencers

Host meet and greets

with retail and

consumer influencers

at the booth to drive

conversation.

Release Study

Use NRF 2014 as a

platform to release a

groundbreaking

study on retail to

increase influence

over other brands.

Speakers

Brands are more likely

to have their thought

leaders talked about

if they speak on Day

1 at NRF 2014.

Page 11: NRF 2014 Social Listening Report

THANK YOU! The NRF 2014 Social Listening Report was conducted by:

Mike Santoro

President

Christine Pietryla

SVP Public Relations

Katie Welge

Account Executive

Adam Miller

Social Media Specialist

If you have questions or would like to have a social listening audit

conducted on your brand, please contact [email protected]