Samepoint created this social media audit for one of its Fortune 500 clients to understand the Target impact in Canada after taking over the Zellers stores. It depicts personas of shoppers who have visited Target and uses social media comments to tell the story.

1. Big Data Driven Personas
June, 2013
Target Canada
Samepoint Monthly Social Media Report
Transformation
© 2013 Samepoint LLC. Confidential & Proprietary

2. Overview
• Samepoint has reviewed over 10000 Social Media comments
focused on the Opening of Target Canada stores.
• Within these comments, Samepoint has identified Data
Driven Personas that tell the story from grand opening of
Target Canada stores to Canadian shoppers’ purchase events.
• Our goal for these monthly reports is to identify and present
trends, risks and opportunities, and insights that the new
Target Canada retailer has to provide.
• Now that the initial stores have opened, we see a decline in
comments an a slight change in conversations
© 2013 Samepoint LLC. Confidential & Proprietary

3. Our Methodology
1. Monitor Target Canada Conversation on the Social Web using over
100 keyword phrases that span over thousands of sites.
2. Process the comments using the Samepoint Sentiment engine that
extracts feelings, sentiment, brands identified, competitor brands
and store departments .
3. Index all comments and make available in the Samepoint Retailer
tool for Insight analysts to review.
4. Create a Reverse Survey that asks questions of the data set. These
questions drive the creation of Data Driven Personas.
5. Create Data Driven Personas that tell the story from the Voice of
the Customer.
6. Accumulate findings and present story.
© 2013 Samepoint LLC. Confidential & Proprietary

4. canada
“target
000 for
es $50,
Donat
Relief”
ta flood
Alber
…..

5. Chatter Spikes Leveling
Out from May to June
Under 100 comments per day
© 2013 Samepoint LLC. Confidential & Proprietary

6. Overall Feb – June Chatter Per Month
P
ar
e -M
r
ting
ke
zz
Bu
Cha
tter
D
ecli
ne

7. Social Footprint
05/01/2013 – 06/26/2013
May 2013
June 2013
Twitter and Facebook remain to dominate the chatter for now. No
significant difference from May to June.
© 2013 Samepoint LLC. Confidential & Proprietary

8. June 2013

9. Canada
Wal-mart Conversations Overall

10. 06/01/2013 – 06/26/2013 Canada
Wal-mart Conversations
Random, however 29% were about the
Bus Shelter

11. Wal-mart Mobile Store Chatter decline
s
8 review
1
mobile
s shelter
rt bu
m: walmaa
r
Search te
canad

12. Target Stores / Wal-mart Conversations
More mentions for
June
May 2013
June 2013

13. Wal-mart Canada Mentions

14. Big Data Created Focus Group
© 2013 Samepoint LLC. Confidential & Proprietary

15. Target Canada Stores with the Most Buzz
06/01/2013 – 06/26/2013
Indicates Stores With Most Buzz
No Significant Change From May
© 2013 Samepoint LLC. Confidential & Proprietary

16. Data Driven Personas
We have built data drive personas to describe the early Target Canadian customer.
I am Susan Desperado. My Persona
was created using hundreds of comments
I am not happy with the new Target
in my neighborhood. I am going to
Walmart
© 2013 Samepoint LLC. Confidential & Proprietary

17. Target is ..
Data Driven Personas

18. Empty Shelves!
Lisa Stockton
Lisa is upset that there shelves are empty.
new
re to the
ventu
shopping ppointment. Yes,
t on a
eaded ou m. What a disa
ing
H
a good th e
licu
til
that is
tor
target @
taff, now
a huge s
ve s
a
Such
they do h
e, had
o stock.
. of cours
s BUT n
nowaday y empty shelves
re for.
n
I was the
a
with so m check on the item tter almost
ain
do be
to get a r
r not
eal - can
les. So fa
no big d
a
Query: "target canada"~4 .. AndPrices stock ou watch the s
Out of
y
wn!!!
ywhere if he trek across to
an
worth t
© 2013 Samepoint LLC. Confidential & Proprietary

19. Stores Lisa Can’t Find Items
May 2013
June 2013
Only was able to
identify target @
tillicum

20. I love Target Canada
Jakie Amore
Jacke Loves Target
No big Change for May .. Jackie still in love.. But ….
Query: love AND "target canada"~4
© 2013 Samepoint LLC. Confidential & Proprietary
“RT @cdnfan75:
Thanks to
@target_ca &
@RevlonCanada
for my
#FridayFanLove
gift basket! I
love it!”

21. Not many June mentions Of Love
Love .. But.. Not Often
© 2013 Samepoint LLC. Confidential & Proprietary

22. How Jackie defines Love
Retweets Up 12%
About Love now at
22%
© 2013 Samepoint LLC. Confidential & Proprietary

23. Jackie’s Store Foot Print
May 2013
June 2013
Target Burlington
Love On The Rise
© 2013 Samepoint LLC. Confidential & Proprietary

24. Target Canada Is Exactly Like Zellers
John Zell
Previous Zellers Shopper
Looking Forward to New Canada Target
What we found out about John was he was expecting to
Find a new kind of store. Hid did not. He found the same.
American version of Zellers
Exactly Like Zellers
Query:
("Target is Just" AND zellers) OR
("miss zellers"~4 AND target) OR
……………..
© 2013 Samepoint LLC. Confidential & Proprietary
“I was
expecting so
much more
from Target
than just
being a
glorified
Zellers. :( “

25. John’s Verbatim

26. Ways John Zell Describes His Case
© 2013 Samepoint LLC. Confidential & Proprietary

27. John Zell’s Footprint
April
April 2013
May /June 2013
Note: Samepoint extracts stores using natural language processing.
Sources do not have stores defined.
© 2013 Samepoint LLC. Confidential & Proprietary

28. Price Matters: Is Wal-mart Cheaper ?
Jane Shopper
2nd Impression of Target Canada Comparing
to Walmart
What we found out about Jane was that she was expecting
Target to have competitive pricing. She did try again.
@target 2nd chance. Redeemed! Ok so the prices aren't great, I think I'll still
get kids clothes at walmart. I usually get kids shoes on sale at Shoe Warehouse
AND get better prices there. A friend also said a baby carseat she was looking
at was $60 cheaper at walmart. But – a convenient place to pick up milk,
bread, eggs AND ... So check out Shawnessy target. I've heard the grocery AND
toy sections are bigger than Chinook target. MORe info on safer bedding.
Query:
"walmart cheaper"~3 target
© 2013 Samepoint LLC. Confidential & Proprietary
“ target : expect
more, pay less.
So I go to target
and everything
is cheaper at
walmart okay
target Canada
sucks basically.
Yay.”

29. Note About Jane Shopper
Jane did not talk much about prices and Wal-Mart this month. This
chatter may have subsided for now. We will need to continue to
monitor.. Here are some verbatiums
@target_ca your product is to highly
priced for product i can get cheaper
at walmart.
@Strombo_joeygal @target_ca
Walmart has always been cheaper
The people of Whitby are not
impressed to see higher prices
@target_ca then at Walmart.

30. Jane Shopper’s Footprint
June Update..no change
April
© 2013 Samepoint LLC. Confidential & Proprietary

31. “I Miss Zellers”
Dennis Regreton
Previous Zellers Shopper
What we found out about Dennis was that he may have
not wanted Zellers to go.
Now that Zellers is gone, the question remains who will
get his business?
Query: “Miss zellers”
© 2013 Samepoint LLC. Confidential & Proprietary
“RIP zellers miss
u”
“I miss working
at zellers so
freaking much”.

32. How Dennis Remembers Zellers

33. Foot Print : Undefined
Only One Store was identified: Target Campbell River

34. Still Steady Chatter In June

35. Not Coming back
Susan Desperado
Previous Zellers Shopper
Not coming back to Target
What we found out about Susan is that she gave Target
a try and has strong emotions of dislike.
Walmart is her alternative in most cases
Query: "target sucks canada"~2
“Disappointed
that Target
Canada is not
practicing
SCOP....gonna
have to go back
to Walmart so I
can get free
shit”
“Dear Target Canada. Your Starbucks sucks. Sincerely, An Annoyed Customer”.
© 2013 Samepoint LLC. Confidential & Proprietary

36. Footprint: we Expanded the Query
Now we are tracking works like hate, suck and use of profanity

37. Hate on the Decline

38. Thank you
For more information, feel free to contact Darren Culbreath
darren@samepoint.com
© 2013 Samepoint LLC. Confidential & Proprietary