Performance Monitor Performance Monitor is a holistic analysis of brand’s social media performance with a focus on evaluating the marketing activity’s impact. The study provides a multi-perspective analysis looking at the result of your and your competitors marketing campaigns in the social media space. The research helps to understand which elements, messages have gained most traction or where there is room for improvement. By downloading the research Replise’s Performance Monitor report you receive a mustard brand analysis.Colman’s performed best in terms of share of buzz, engagement, tonality and contextual relevance versus their competitors (Maille, Sainsbury’s, Tesco, Heinz) in owned and earned social media assets. The study also helps to know owned topics, channels and brand values in the social media community about mustard consumption. About Replise The Social Intelligence Company Founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in more than 40 languages and operates offices in Germany, UK, Poland and Hungary. Focusing on social research using proven market research methodologies, Replise has established partnerships with classic market research firms. Replise’s services are based on the combination of a unique high-end social analytics platform and a team of qualified analysts with years of market expertise. We can provide access to historical as well as real time data from blogs, forums, news portals, video platforms and social networks like Twitter and Facebook. Replise products and services are used by well-known brands and many marketing and PR agencies across Europe.

1. REPLISE
PERFORMANCE
MONITOR
COLMAN’S MUSTARD
IN SOCIAL MEDIA

2. CONTENTS – PERFORMANCE MONITOR
1. ABOUT THE RESEARCH
2. BRAND ANALYSIS
– COLMAN’S MUSTARD
• MENTIONS
• MENTION TYPES
• SEASONALITY
• DAY OF WEEK, TIME OF DAY
• SENTIMENT
• TOPIC CLUSTERS
• CONVERSATION CLOUD
• AGE GROUPS
• USER SEGMENTATION
• TOP INFLUENCERS
• TOP AMBASSADORS
3. COMPETITOR ANALYSIS
• MENTIONS
• SENTIMENT OF COMPETITORS
• TOPIC CLUSTERS OF COMPETITORS
• SENTIMENT OF TOPICS
• BRAND ASSET ANALYSIS – HEINZ
4. METHODOLOGY

3. ABOUT THE RESEARCH

4. ABOUT THE RESEARCH
4
PERFORMANCE MONITOR
Performance Monitor is a holistic analysis of brand’s social media performance with a focus on
evaluating the marketing activity’s impact.
The study provides a multi-perspective analysis looking at the result of your and your
competitors marketing campaigns in the social media space.
The research helps to understand which elements, messages have gained most traction or
where there is room for improvement.
By downloading the research Replise’s Performance Monitor report you receive a mustard brand
analysis. Colman’s performed best in terms of share of buzz, engagement, tonality and contextual
relevance versus their competitors (Maille, Sainsbury’s, Tesco, Heinz) in owned and earned social
media assets. The study also helps to know owned topics, channels and brand values in the social
media community about mustard consumption.
This sample report’s aim is to introduce and illustrate the specifications, content and
representation of performance monitor reports. The officially ordered study examines wider
context (more keywords, more brands, etc.) therefore may provide deeper analysis. This is only
a sample report and contains some invalid data.

5. PERFORMANCE MONITOR
5
When to use?
• Independently evaluate the impact of your
marketing campaigns is the social media
space.
• Understand which elements, messages have
gained most traction or where there is room for
improvement.
• When using or creating benchmarks to
measure ROI.
Addressed questions:
• How has your brand performed in terms of share of buzz, engagement, tonality and contextual relevance
versus your competitors in owned and earned social media assets.
• What are the owned topics, channels and brand values in the social media community?
• How do factors like weather, traffic, ATL campaigns, events, etc. influence user behaviour?
Quantitative
Qualitative

6. PERFORMANCE MONITOR
6
Project Flow
• Brief to define brand, competior and
consumer space and data on campaign
objectives and activity.
• Defintion of performance markers and
custom search queries to inform tool-based
and/or manual data collection requirements
• Spam cleansing based on research director
instruction
• A representative statistical sample is drawn,
if volume requires and coding instructions
are determined
• Min. two trained coders process data sets to
ensure intercoder reliability per language
• Senior staff generates widgets and required
cross tables
• Qualiative insights are leveraged to enrich
analysis.
The Performance monitor study is completed
within 8 days from comissioning
Estimate based on a maximum sample of 1000
analyzed mentions from one market.

7. BRAND ANALYSIS
COLMAN’S MUSTARD

8. MENTIONS
8
0
50
100
150
200
250
4/1/13
4/4/13
4/7/13
4/10/13
4/13/13
4/16/13
4/19/13
4/22/13
4/25/13
4/28/13
5/1/13
5/4/13
5/7/13
5/10/13
5/13/13
5/16/13
5/19/13
5/22/13
5/25/13
5/28/13
5/31/13
6/3/13
6/6/13
6/9/13
6/12/13
6/15/13
6/18/13
6/21/13
6/24/13
6/27/13
6/30/13
Mentions of Colman's mustard
Total: 13.061
Mentions
68%
20%
5%
5% 1% 1%
Channel distribution of Colman's mustard mentions
Total: 13.061
Facebook blog forum news Twitter video
Channel analysis of Colman’s mustard mentions
Most mentions related to mustard came up on
Facebook. On blogs just 20% of the users revealed
their opinion.
Forums, news, Twitter and videos were not very
popular, but provided interesting insights about
preferences of the users. Major part of the users was
talking about the meals they consume mustard. These
conversations took mostly place on forums, but
Facebook played an important role as well.
Characteristic for Facebook posts was the high
proportion of games and sweepstakes as well. The topic
of quality and special mustards appeared in most cases
on blogs.
Spike analysis of Colman’s mustard mentions
1. 22.05.2013: Colman's campaign on Facebook for
valuable prices and mustard related gifts.
2. 27.05.2013: Users shared their favourite dishes in
forumtopics, most recipes contained various types of
mustard and the most mentioned brand was
Colman's.
3. 06.04.2013: Light spring salad recipes, made with
Colman's mustard. Users, mainly women started to
prepare to bikini season.
1 2 3

9. MENTION TYPES
9
Own
62%
Shared
38%
Types of Colman's mustard mentions
Total: 13.061
In case of own mentions major part of the
users was reflecting on meals eaten with
mustard or tastes of different brands and types.
Another significant part of the posts was related
to the subtopic of meals: meat.
Users discussed why they beloved mustard with
different types of meat (for example because of
the flavor, provides savor ect.) and how the
preferred to use it.
Shared contents were mostly pictures of meals,
courses containing mustard or the adverbs/
commercial material of the observed brands.
Interesting fact is, that shares were
characteristic for the age group 14-18 and the
different brand own channels.

10. SEASONALITY
10
5623
5920
5030
3500
3000
4890
7965
4244
3420 3201
4450
5640 5690
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
06.2012 07.2012 08.2012 09.2012 10.2012 11.2012 12.2012 01.2013 02.2013 03.2013 04.2013 05.2013 06.2013
Seasonality in Colman’s mustard mentions
1.
2.
1.
1.
Colman’s mustard is often mentioned during summer months, because it’s one of the most necessary
condiment of barbecue parties and fresh summer salads. Summer diets are using rather mustard
instead of fatty mayonnaise or sugary ketchup.
Christmas feasts caused the highest peak in the examined one year time span. Users often shared
their Christmas recipes and cooking tricks with mustard.
2.

11. DAY OF WEEK, TIME OF DAY
11
The most active days in Colman’s mustard
mentions
• Wednesday and Thursday were the most
active weekdays in Colman’s mustard
mentions, users started to plan their
weekend lunches and diners in the
middle of the week.
• Sunday is more active on weekends,
cooks reported about their creations,
wrote blogposts or commented in the
gastronomy related forums.
The most active hours of posting about Colman’s
mustard
• Nights are less active to posting about
Colman’s mustard. The activity rises in
the hours of breakfast and reaches it’s
peak at lunchtime.
• Dinnertime is also an active period of
mustard mentions, but at about 10:00 PM
the activity starts to decrease.

12. SENTIMENT
12
Negative
20%
Neutral
50%
Positive
30%
Sentiment of Colman's mustard
Total: 13.061
Top negative topics
Topic Description
Availability
Some users didn’t find Colman's products
in supermarkets.
Taste
By some complaints the taste of Colman's
mustard powder is too spicy.
Packaging
Users consider packaging (for example
lids) unwieldy.
Price
Users would like more discounts or even
loyalty program.
Top positive topics
Topic Description
Usage
By positive opinions, Colman's mustard
products are versatile and able to use in
so many ways.
Size
The size of Colman's products are perfect
and fits in every fridge.
Quality
Users are satisfied with the quality of
Colman's products, what is considered as
quite reliable.
Consistence
Colman's products are perfect in
sandwitches, salads and warm dishes
because of their smooth consistency.

13. TOPIC CLUSTERING
13
Topic Description
Usage
Consumers use mustard mostly in sandwitches, light salads or roast meats. The popularity of mustard mash
potatoes are surprising. The most popular meat types are ham and chicken, mustard completes the neutral taste
meats very well. Mustard is an excellent condiment during diets, for example instead of mayonnaise or sugary
ketchup. Home remedies for cold or lime scale removal are the most mentioned unusual uses of mustard.
Taste
The most beloved flavouring is honey mustard, users love to consume this type mostly with chicken.
Availability
In most cases, users buy mustard in supermarkets.
Price&Quality
The topic of price and quality is common, users recommend mustard for each other by these criteria.
Usage
60%
Taste
15%
Price
10%
Quality
10%
Availability
5%
Topic clustering of Colman’s mustard mentions
Total: 13061

14. CONVERSATION CLOUD
14
• In most cases users mentioned Colman's in relation with dishes and snacks.
• Ham, chicken are the most mentioned types of meats and mustard is excellent to flavour salads as
well.

15. AGE GROUPS
15
Young
70%
Elder
30%
Age groups in Colman's mustard mentions
Total: 13.061
• Most mustar related mentions were written by the younger age-
group. Their most beloved topic was to find the best mustard for
sausages and hamburgers.
• The flavour and special brands were also wanted, Twitter users
often posted photos about their currently cooked mustard
dishes.
• The elder age group was less active, however they posted about
the alternative usage of mustard and by some reports mustard
brought back childhood memories for them.
40%
30%
30%
40%
5%
20%
25%
10%
Young
Elder
Topics by age groups
Usage
Quality&Price
Taste
Availability

16. USER SEGMENTATION
16
2365
1568
896
Fans
Addicts
Haters
User segments in Colman's mustard mentions
Segment Description Typical mentions
Fans
Major part of the users belonged to this group. These users were
speaking about mustard as an important part of their meal,
because of its flavoring role and the special taste.
“Eating honey and mustard chicken
by tesco is basically like having sex”
Addicts
Some users were speaking about mustard with a lot of passion,
like they can’t have a single meal without mustard.
“You can never have too much
mustard on a sandwich”
Haters
A few users spoke about mustard (and other sauces) as an
unnecessary part of the meal.
“Don’t know why they ruin the taste
by adding mustard”

17. TOP INFLUENCERS
17
TOP INFLUENCERS
USERS URL MENTIONS
1ACCIDENTALCHEF http://twitter.com/1accidentalchef/statuses/331501514449362944 55
1CHESHIRECHEESE http://twitter.com/1CheshireCheese/statuses/345788229536067584 17
5COTTMASON http://twitter.com/5cottmason/statuses/325738478472159232 12
ADAM_HOLT94 http://twitter.com/Adam_Holt94/statuses/347439824141176832 9
ADAMILSLEY http://twitter.com/adamilsley/statuses/351684468643332096 8
Facebook
31%
Twitter
36%
Forums
11%
Videos
15%
News
7%
Channel distribution of top Colman's influencers
• Influencers are the most active on Twitter, because of common
picture shares. They often make photos about their currently
made mustard dishes.
• Facebook is the second channel type, because of common
recipe shares.
• Cooking videos are popular, the preparation of light salads,
chicken dishes or comfort foods are beloved by mustard
influencers.
• Forum users wrote mostly about recipes and the most beloved
mustard brands.

18. TOP AMBASSADORS
18
TOP AMBASSADORS
USERS URL MENTIONS
ADJYKRITIK http://twitter.com/adjykritik/statuses/345576748303396864 45
DELIBOB1 http://twitter.com/Delibob1/statuses/334273065116659712 23
DEVONWOODSMOKE http://twitter.com/devonwoodsmoke/statuses/330743778694553600 20
KOEY666 http://twitter.com/koey666/statuses/341802480134393856 17
KYLIEVIVA http://twitter.com/KylieViva/statuses/328844410416668672 10
Facebook
18%
Twitter
21%
Forums
18%
Videos
20%
News
23%
Channel distribution of top Colman's ambassadors
• Colman's ambassadors are represent themselves on every
channel type, in almost equal rate.
• Ambassadors wrote mostly positive critics about Colman's
and bloggers often used the brand’s products to cook healthy
dishes or recommended mustard instead of mayonnaise or
other sugary condiments.
• Some cooking related sites released PR articles about
Colman's brand new product range and it’s diverse usage.

19. COMPETITOR ANALYSIS

20. MENTIONS
20
Maille
28%
Colman's
22%Heinz
20%
Sainsbury
16%
Tesco
14%
Share of buzz – Competitor mustard brands
Total: 60806
Mustard
consumption
81%
Maille
5%
Colman's
4%
Heinz
4%
Sainsbury
3%
Tesco
3%
Share of voice – Mustard consumption and competitor mustard brands
Total: 311448
• The most popular mustard brands were
mentioned in mostly equal rate.
• Maille is the most popular, mainly
because of it’s successful sweepstake.
• Heinz is the third brand, by users’
opinion, the brand is reliable and has
good quality.
• Sainsbury’s and Tesco’s private label
products are beloved as well, because of
their affordable price, fine taste and good
quality.
• Mustard consumption habits are often
discussed on the related social media
sites. Users mentioned brands in 19%
of mentions.
• Although certain mustard brands are
quite popular, the home made variety
of mustard is also beloved. This
caused that consumers didn’t connect
mustard consumption with brands in
every case.

21. THE SENTIMENT OF COMPETITORS
21
20%
30%
5%
40%
50%
50%
90%
50%
30%
20%
5%
10%
Maille
Heinz
Sainsbury
Tesco
The sentiment of competitor brand mentions
Total: 47745
Negative
Neutral
Positive
Negative mentions
Brand Description
Maille
Users complained about Maille’s short
expiration date.
Heinz
Some consumers complained about Heinz’s
high price.
Sainsbury Sainsbury’s mustard products are too spicy.
Tesco
The mustard of Tesco has unpractical
packaging.
Positive mentions
Brand Description
Maille
Maille’s whole grain mustard is very
popular.
Heinz
Heinz mustard is very popular because of
it’s light taste and consumers mentioned
the brand as a basic condiment.
Sainsbury
Sainsbury’s mustard is beloved because of
it’s light taste and often used in
sandwiches or with neutral taste meats.
Tesco
Users praised the quality of Tesco’s
mustard, as well as its appetizing scent
and colour.

22. TOPIC CLUSTERS OF COMPETITORS
22
10%
20%
5%
15%
30%
20%
15%
25%
20%
30%
40%
15%
20%
10%
30%
20%
20%
20%
10%
25%
Maille
Heinz
Sainsbury
Tesco
Topic clusters in competitor mentions
Total: 47745
Price
Quality
Taste
Usage
Availability
Brand Price Quality Taste Usage Availability
Maille
Maille’s price is
compensated by it’s
fine taste and quality.
Every brand
has good and
reliable quality,
consumers
wrote satisfied
mentions about
this topic.
The whole grain type is
beloved because its savoury
taste.
Consuming habits are
the same in the case of
every examined brand.
Users put mustard on
sandwiches, salads,
roast meats, as well as
hamburgers and hot
dogs. Sometimes real
mustard fans eat mustard
in its own, just for it’s
taste.
Users purchase the
products of these
brands mostly in
supermarkets.
Heinz
The price of Heinz is
often considered too
high.
Heinz mustard’s mild taste is
beloved even by users who
are not really mustard fans.
Sainsbury
Sainsbury’s mustard is
affordable.
Sainsbury mustard’s spicy
and strong taste is popular
among real mustard fans.
Tesco
The Tesco private label
mustard is much more
affordable than other
similar brands.
Users wrote the less about
Tesco mustard’s taste, but by
the few mentions users are
satisfied with the product’s
taste because of its mildness.

23. SENTIMENT OF TOPIC CLUSTERS
23
20%
10%
5%
10%
5%
50%
60%
90%
60%
70%
30%
30%
5%
30%
25%
Price
Quality
Taste
Usage
Availability
Sentiment of topic clusters
Total: 47745
Negative
Neutral
Positive
Negative mentions
Topic Description
Price
In some cases users complained because of pricey
mustard products.
Quality
Some users had problems with short expiration
date.
Taste
By some users the taste of some mustard products
are way too spicy.
Usage
Some users wrote that not every mustard is able to
use on sandwiches or salads because of their sharp
taste.
Availability
Some consumers didn’t find their favourite mustard
in shops and wrote angry comment.
Positive mentions
Topic Description
Price
Despite of negative price-related mentions,
mustard is considered as one of the most
affordable condiments.
Quality
Users are satisfied with the quality of mustard
products, and this leads to faithful brand fans.
Taste
Mustard fans love to eat mustard with almost
everything, they like the freshening, savoury taste.
Usage
Mustard is one of the most versatile condiments,
and it’s perfect substitution of mayonnaise or
ketchup during diets.
Availability
Users were surprised because of the webshop
order opportunities of mustard brands.

24. PERFORMANCE DASHBOARD
24
Number of mentions
Colman’s 13601
Maille 17000
Heinz 12045
Sainsbury 10000
Tesco 8700
Sentiment
Negative Neutral Positive
Colman’s 20% 50% 30%
Maille 20% 50% 30%
Heinz 30% 50% 20%
Sainsbury 5% 90% 5%
Tesco 40% 50% 10%
Topics
Price Quality Taste Usage Availability
Colman’s 10% 10% 15% 60% 5%
Maille 10% 30% 20% 20% 20%
Heinz 20% 20% 30% 10% 20%
Sainsbury 5% 15% 40% 30% 10%
Tesco 15% 25% 15% 20% 25%

25. BRAND ASSET ANALYSIS - HEINZ
25
Games, apps Visual appearance Tone Style of posts
Facebook
( 416,963 likes)
Heinz is attracting user’s attention
with a variety of sweepstakes and
games. Such games are „clean
plate competition” or the “tomato
game”. Most apps of the company
are used for gaming, like “BlippAR”
or “Grow Your Own”.
The creators of the Facebook page use
a lot of illustrations: funny/ creative
pictures and photos. Hamburgers,
hotdogs, sausages, fries and other food
combined with ketchup and mustard are
the most frequent elements.
The tone is warm and familiar. The
pictures make the user want to have a
meal with friends or cook/ grill with their
family.
Most mentions are attracting the
users by asking about
experiences or to join a game.
Twitter
(2,688 followers)
No current competitions or games
appear, the site aims rather being
customer service.
The red background with several
“Heinz” logos is fitting the purpose of the
page. The posts are not illustrated and
very similar. Answers to customer
requests, questions and some general
inform texts.
The red background and the
homogeneous style/ appearance of the
mentions transmit a tone of impersonality
and give an impression of distance.
Most mentions are generated by
user’s remarks, which are
answered by “Heinz”. Users
mentions are often passionate
(upset or satisfied) and “Heinz’s”
posts are objective and
unpersonal.
Pinterest
(39 followers)
No current competitions, games or
apps appeared in the observed
timespan.
Creators of the site structured the
content by making different folders. The
folders style fit their content. So “Heinz
bottle lovers” is illustrated by nearly
empty bottles and son on.
The tone is basically friendly and warm.
As the topics are separated in different
folders the style per folder varies in some
way. (for example “Humour” and “Nos
recettes”.
Since Pinterest is mostly a
picture sharing page, the texts
related to the illustrations are not
long. In major part of the posts
just a short picture description is
given.
YouTube
(12 followers)
The firm shared some competitions
and advertised parallel an app for
playing a game ( Tomato Ketchup.
Watch & Win- sommer). The app
“Name for Fame” was very popular
among the users.
The visual appearance is very simple:
white background and the images
leading to the videos. The header of the
page shows a satisfied consumer in
natural environment.
As the structure and the colour is not
specially creative, the page give an
impression of clarity but distance at the
same time.
The shared content consists of
commercials, inform material
and games.

26. METHODOLOGY

27. METHODOLOGY
27
Replise’s „Performance monitor” product shows how has your brand performed in terms of share of buzz, engagement, tonality and
contextal relevance versus your competitors in owned and earned social media assets. Helps to know owned topics, channels and brand
values in the social media community better. The changes of user behavior caused by factors like weather, traffic, atl campaigns, events,
etc are also able to follow.
The method of research:
• Brief to define area of interest
• Setting keyword grid by the topic and generating data set. Keywords of the research:
• Spam cleansing, then explorative reading of discourse clusters till saturation
• Senior staff analyzes data and uses tool based widgets to identify discourse nodes and show quantitative results
• Assembling the report by the previously accepted template
• Time period: 2013 Q2
• Channels: Blogs, Forums, Twitter, Facebook, Videos, News sites
Topic Keywords Number of mentions
Colman’s mustard colman’s 13061
Maille maille 17000
Heinz heinz AND mustard 12045
Sainsbury sainsbury AND mustard 10000
Tesco tesco AND mustard 8700

28. INTELLIGENCE@REPLISE.COM
16/01/2014