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SOCHI 2014
SENTIMENT STUDY

February 25, 2014
2
Putin + Sochi Sentiment Study
Social sentiment around Vladimir Putin.

3
While you might assume that the
enormous amount of negative
press surrounding the Sochi
Olympics and Vladimir Putin
would lead to a precipitous
decline in overall sentiment, this
has not been the case. According
to the data, when mentioning
Putin in conjunction with the
Olympics, his overall negative
sentiment declines. This would
indicate that his handling of the
event has managed to improve
his public perception.

4
Findings
• Following the Opening Ceremonies, conversations including Putin + Olympics showed an 8% decline
in negative sentiment while conversations including only Putin increased in negative sentiment by 5%.
• When comparing the beginning of the measurement period (before Opening Ceremonies) to the end,
Putin and Putin+Olympics conversations started at a delta of 10.7% and closed with a delta of 1.8%.
• In total, there was a total of 1,983 tweets involving the phrases Sochi and Problems. However, the
majority of these took place in a period between 2/3 and 2/12 with instances of these mentions
dropping off sharply thereafter.
• This data reflects US numbers only.

5
McDonald’s
Tempest in a Twitter teapot.
Social sentiment around McDonalds, which were attacked by the
LGBT community for their support of Sochi, did not show any major
change over the course of the games.

6
50K

100%

Sentiment and Volume - Monthly

45K

90%

67%

40K

80%

35K

66%

70%

30K

60%

25K

50%

20K

40%

15K

30%

10K

33%

32%

5K

20%
10%
0%

0
Nov-13

Dec-13
Volume

Jan-14
Positive

Feb-14

Negative

Sentiment and Volume - February 2014
8K

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

7K
6K
5K
4K

3K
2K
1K
0

Volume

Positive

Negative

In late January, as a means of protest,
LGBT activists hijacked the hashtag
#CheersToSochi which was part of a social
campaign launched by McDonald’s to promote the
Olympic games.
McDonald’s ended the campaign prematurely but
overall the controversy shows no substantial
impact on brand sentiment.
Share of positive and negative showed little
change between January and February and
relative to earlier months, share of negative
sentiment shrank.
Looking at daily trends we can see the volatile
nature of sentiment – underscoring the importance
of monitoring over an extended period and not just
relative to a specific event.
7
Stolichnaya
Stoli has come under fire because it is seen as a Russian
brand. In fact, it is not. Stoli is a Latvian brand that is in a
fierce trade dispute with a Russian company of the same
name. Nonetheless, it is getting hit hard.

8
Stolichnaya - Sentiment and Volume - Monthly
700

100%
90%

600

80%

67%

500

56%
400

70%

“Stolichnaya” and “Stoli” trend similarly month
over month with a marked increased in share of
negative sentiment at the beginning of February
when the Olympic games began.

60%
50%

300

40%

44%

200

33%

30%
20%

100

10%

0

0%
Nov-13

Dec-13
Volume

Jan-14
Negative

Feb-14

Positive

Stoli - Sentiment and Volume - Monthly
Stoli - Sentiment and Volume - February 2014

100%

Volume

Negative

Positive

Volume

Positive

Negative

9

2/20/2014

2/19/2014

2/18/2014

Feb-14

2/17/2014

Jan-14

2/16/2014

Dec-13

2/15/2014

Nov-13

2/14/2014

0%

2/13/2014

10%

0

2/12/2014

20%

26%

500

30%

2/11/2014

1K

2/10/2014

40%

42%

2/9/2014

50%
2K

2/8/2014

60%

2/7/2014

57%

2/6/2014

2K

2/5/2014

70%

73%

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2/4/2014

3K

400
350
300
250
200
150
100
50
0
2/3/2014

80%

2/2/2014

90%

3K

2/1/2014

4K
Findings
• While daily trends reflect the volatility of social media, a month over month view is best to observe
appreciable shift in share of sentiment.
• Though the impact of a brand controversy may be immediately reflected in daily volume and
sentiment share, when we look at a 3 or 6 month trend we see that the effect is not lasting.
• In the case of all brands analyzed, adding in qualifying keywords such as “sochi”, “Olympics” or
“boycott” reduced the volume of related posts such that the data could not be analyzed for sentiment.
• There may be a larger takeway here in that there should be different approaches when analyzing
sentiment of a brand vs analyzing sentiment around an issue, event or person.

10

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Sochi Olympics Social Sentiment Study

  • 2. 2
  • 3. Putin + Sochi Sentiment Study Social sentiment around Vladimir Putin. 3
  • 4. While you might assume that the enormous amount of negative press surrounding the Sochi Olympics and Vladimir Putin would lead to a precipitous decline in overall sentiment, this has not been the case. According to the data, when mentioning Putin in conjunction with the Olympics, his overall negative sentiment declines. This would indicate that his handling of the event has managed to improve his public perception. 4
  • 5. Findings • Following the Opening Ceremonies, conversations including Putin + Olympics showed an 8% decline in negative sentiment while conversations including only Putin increased in negative sentiment by 5%. • When comparing the beginning of the measurement period (before Opening Ceremonies) to the end, Putin and Putin+Olympics conversations started at a delta of 10.7% and closed with a delta of 1.8%. • In total, there was a total of 1,983 tweets involving the phrases Sochi and Problems. However, the majority of these took place in a period between 2/3 and 2/12 with instances of these mentions dropping off sharply thereafter. • This data reflects US numbers only. 5
  • 6. McDonald’s Tempest in a Twitter teapot. Social sentiment around McDonalds, which were attacked by the LGBT community for their support of Sochi, did not show any major change over the course of the games. 6
  • 7. 50K 100% Sentiment and Volume - Monthly 45K 90% 67% 40K 80% 35K 66% 70% 30K 60% 25K 50% 20K 40% 15K 30% 10K 33% 32% 5K 20% 10% 0% 0 Nov-13 Dec-13 Volume Jan-14 Positive Feb-14 Negative Sentiment and Volume - February 2014 8K 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 7K 6K 5K 4K 3K 2K 1K 0 Volume Positive Negative In late January, as a means of protest, LGBT activists hijacked the hashtag #CheersToSochi which was part of a social campaign launched by McDonald’s to promote the Olympic games. McDonald’s ended the campaign prematurely but overall the controversy shows no substantial impact on brand sentiment. Share of positive and negative showed little change between January and February and relative to earlier months, share of negative sentiment shrank. Looking at daily trends we can see the volatile nature of sentiment – underscoring the importance of monitoring over an extended period and not just relative to a specific event. 7
  • 8. Stolichnaya Stoli has come under fire because it is seen as a Russian brand. In fact, it is not. Stoli is a Latvian brand that is in a fierce trade dispute with a Russian company of the same name. Nonetheless, it is getting hit hard. 8
  • 9. Stolichnaya - Sentiment and Volume - Monthly 700 100% 90% 600 80% 67% 500 56% 400 70% “Stolichnaya” and “Stoli” trend similarly month over month with a marked increased in share of negative sentiment at the beginning of February when the Olympic games began. 60% 50% 300 40% 44% 200 33% 30% 20% 100 10% 0 0% Nov-13 Dec-13 Volume Jan-14 Negative Feb-14 Positive Stoli - Sentiment and Volume - Monthly Stoli - Sentiment and Volume - February 2014 100% Volume Negative Positive Volume Positive Negative 9 2/20/2014 2/19/2014 2/18/2014 Feb-14 2/17/2014 Jan-14 2/16/2014 Dec-13 2/15/2014 Nov-13 2/14/2014 0% 2/13/2014 10% 0 2/12/2014 20% 26% 500 30% 2/11/2014 1K 2/10/2014 40% 42% 2/9/2014 50% 2K 2/8/2014 60% 2/7/2014 57% 2/6/2014 2K 2/5/2014 70% 73% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2/4/2014 3K 400 350 300 250 200 150 100 50 0 2/3/2014 80% 2/2/2014 90% 3K 2/1/2014 4K
  • 10. Findings • While daily trends reflect the volatility of social media, a month over month view is best to observe appreciable shift in share of sentiment. • Though the impact of a brand controversy may be immediately reflected in daily volume and sentiment share, when we look at a 3 or 6 month trend we see that the effect is not lasting. • In the case of all brands analyzed, adding in qualifying keywords such as “sochi”, “Olympics” or “boycott” reduced the volume of related posts such that the data could not be analyzed for sentiment. • There may be a larger takeway here in that there should be different approaches when analyzing sentiment of a brand vs analyzing sentiment around an issue, event or person. 10