A look at how the 88th Annual Academy Awards, better known as The Oscars, played out through social media.

1. www.sysomos.com
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@sysomos
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TWITTER
REPORT
BY
SYSOMOS
MARCH
2,
2016

2. 2016
OSCARS
§ The
88th
Academy
Awards
show
generated
over
11.8
million
tweets
–
up
by
39%
compared
to
2015
Oscars’
data
Ø Re-­‐tweets
accounted
for
90%
of
TwiUer
content,
while
the
remaining
10%
were
organic
tweets
Ø Award
winners
had
15%
of
the
overall
menVons,
followed
by
Performances
and
Chris
Rock
with
6%,
each
Ø Tweets
about
Leonardo
DiCaprio’s
win
of
the
Best
Actor
award
created
the
highest
spike
about
the
Award
Show
THE
HOST
“CHRIS
ROCK”
§ Chris
Rock
drove
6%
of
the
overall
Oscars
content
on
February
28.
A
comparison
of
to
Neil
Patrick
Harris
(who
hosted
the
87th
Oscars
last
2015)
showed
a
2:1
raVo
of
menVons
in
favor
of
Chris
Rock
§ The
public
TwiUer
vote
for
a
host
of
the
2017
Oscars
went
to
Jacob
Tremblay,
who
earned
60%
of
the
menVons
related
to
the
topic,
followed
by
Kevin
Hart
with
18%
and
Ellen
DeGeneres
with
13%
#OSCARSSOWHITE
§ #OscarsSoWhite
drew
out
a
total
of
835,919
menVons
from
January
14
to
February
29,
2016
which
resonated
to
approximately
5.7B
esVmated
potenVal
impressions
§ PosiVve
content
about
the
issue
was
dominated
by
commendaVons
about
Chris
Rock’s
opening
monologue
(54%),
while
negaVve
senVment
was
driven
by
negaVve
percepVon
(20%)
and
boycoU
of
the
event
(20%)
§ @SethMcFarlane
was
the
most
influenVal
celebrity
and
@ReignofApril
was
the
most
engaged
user
who
used
the
hashtag
#OscarsSoWhite
2
EXECUTIVE
SUMMARY
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

3. TOP
HASHTAGS
Below
is
an
overview
of
TwiUer
menVons
related
to
the
88th
Academy
Awards,
captured
on
February
28,
2016.
3
OSCARS
2016
ANALYSIS
8M
663K
553K
287K
194K
182K
121K
98K
96K
93K
#oscars
#oscars2016
#oscar
#oscarsentnt
#oscarssowhite
#oscar2016
#leonardodicaprio
#oscarnatnt
#unoscarparaleo
#therevenant
TOP
HASHTAGS
Red
Carpet
2%
Winners
15%
Host
6%
Performa
nces
6%
#OscarsS
oWhite
1%
+39%
YoY
OVER
11.8
MILLION
MENTIONS
RED
CARPET
WINNERS
HOST
PERFORMANCES
#OSCARSSOWHITE
TWEETS
241K
1.7M
672K
688K
171K
7:00
7:20
7:40
8:00
8:20
8:40
9:00
9:20
9:40
10:00
10:20
10:40
11:00
11:20
11:40
12:00
12:20
12:40
1:00
AWARD
SHOW
BREAKDOWN
Ex
Machina
wins
Best
Visual
Effects
Award
/
The
Oscar
for
best
Sound
Mixing
goes
to
Mad
Max
Lady
Gaga
performs
“Til
It
Happens
to
You”
with
sexual
assault
survivors
Inside
Out
wins
Best
Animated
Feature
Leonardo
DiCaprio
takes
home
Best
Actor
award
Feedback
about
Chris
Rock’s
Oscars
monologue
Red
Carpet
Arrivals
Tweets
about
Leonardo
DiCaprio
using
his
acceptance
speech
to
bring
aUenVon
to
climate
change
Tweets
congratulaVng
all
Oscars’16
winners
especially
Leonardo
DiCaprio
Mad
Max
wins
Best
ProducVon
Design,
Best
Makeup
and
Hairstyling
and
Best
Costume
Design
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

4. 4
GENDER
BREAKDOWN
OSCARS
2016
ANALYSIS
SENTIMENT
BREAKDOWN
25% 8%
MOST
RETWEETED
WORD
CLOUD
The
88th
Oscars
event
received
25%
posiVve
against
8%
negaVve
menVons.
Tweets
featuring
posiVve
menVons
about
fan
favorites
such
as
Leonardo
DiCaprio
and
Lady
Gaga
were
the
top
driver
of
posiVve
menVons
(31%
SoV).
On
the
other
hand,
33%
of
negaVve
menVons
were
about
the
lack
of
diversity
among
the
Oscar
nominees.
66%
of
tweets
were
retweets,
while
34%
of
tweets
were
organic.
78%
of
users
tweeted
only
once,
while
22%
tweeted
two
or
more
Vmes.
The
event’s
most
retweeted
post
came
from
@TheAcademy
which
was
about
Leonardo
DiCaprio's
Oscar
win
for
Best
Actor.
14%
8%
11%
15%
21%
31%
OTHER
PERFORMANCES
HOST
RED
CARPET
WINNERS
FAN
FAVORITES
33%
19%
15%
13%
LACK
OF
DIVERSITY
WINNERS/
NOMINEES
DISLIKE
OTHER
27%
66%
7%
Regular
Tweet
Re-­‐Tweets
@reply
TWEET
TYPES
78%
17%
5%
1
Tweet
2-­‐4
Tweets
5
or
more
ENGAGEMENT
LEVEL
50%
50%
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

5. 65%
35%
75K
58K
9K
6K
5K
2.8K
2.3K
2.3K
2.2K
2K
#oscars
#oscars2015
#neilpatrickharris
#nph
#oscar2015
#host
#nbc
#oscar
#academyawards
#theoscars2015
279K
39K
28K
25K
5K
5K
2.5K
1.8K
1.4K
1.2K
#oscars
#oscarssowhite
#oscars2016
#chrisrock
#theoscars
#davechappelle
#oscarsentnt
#flintwatercrisis
#greaouckingwriVng
#imdboscars
2017
HOST
NOMINEES
Kevin
Hart
18%
SENTIMENT
COMPARISON
5
BATTLE
OF
THE
HOSTS
Chris
Rock
66%
Neil
Patrick
Harris
(2015)
34%
HOST
MENTIONS
2:1
menVon
raVo
CHRIS
ROCK
NEIL
PATRICK
HARRIS
38%
11%
TOP
10
HASHTAG
COMPARISON
CHRIS
ROCK
NEIL
PATRICK
HARRIS
GENDER
COMPARISON
57%
43%
CHRIS
ROCK
NEIL
PATRICK
HARRIS
Jacob
Tremblay
60%
Tina
Fey
7%
Jimmy
Kimmel
2%
Ellen
DeGeneres
13%
13%
4%
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

6. 20%
20%
17%
8%
8%
27%
PERCEPTION
BOYCOTT
ACTORS'
SENTIMENT
DIVERSITY
FAVORED
WINNERS
OTHER
54%
29%
17%
CHRIS
ROCK
EFFECTS
PERCEPTION
6
#OSCARSSOWHITE
This
graph
and
post
samples
represents
a
deeper
analysis
of
conversaVons
associated
with
#OscarsSoWhite
during
the
reporVng
period.
#OscarsSoWhite
drove
a
total
of
836K
menVons
from
January
14
to
February
29
2016,
which
generated
an
esVmated
5.7B
potenVal
impressions.
On
February
28,
#OscarsSoWhite
had
a
total
of
175.9K
menVons,
covering
2%
of
the
daily
Oscars
content.
The
topic
received
a
6%
posiVve
and
18%
negaVve
menVons.
CommendaVons
on
Chris
Rock’s
speech
about
the
issue
made
up
54%
of
all
posiVve
menVons,
while
people’s
negaVve
percepVon
about
the
Oscars
controversy
coupled
with
posts
about
boycopng
the
event
comprised
40%
of
all
negaVve
menVons.
836K
menVons
5.7
Billion
potenVal
impressions
0
40,000
80,000
120,000
160,000
200,000
14-Jan
15-Jan
16-Jan
17-Jan
18-Jan
19-Jan
20-Jan
21-Jan
22-Jan
23-Jan
24-Jan
25-Jan
26-Jan
27-Jan
28-Jan
29-Jan
30-Jan
31-Jan
1-Feb
2-Feb
3-Feb
4-Feb
5-Feb
6-Feb
7-Feb
8-Feb
9-Feb
10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
25-Feb
26-Feb
27-Feb
28-Feb
29-Feb
SENTIMENT
BREAKDOWN
6% 18%
MOST
RETWEETED
MOST
RETWEETED
“Chris
Rock's
monologue
totally
nails
#OscarsSoWhite
controversy”
The
Academy
announces
the
2016
Oscars
nominees
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

7. MOST
INFLUENTIAL
CELEBRITIES
7
#OSCARSSOWHITE
MOST
ENGAGED
USERS
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

8. #OSCARSSOWHITE
SENTIMENT
§ POSITIVE
Ø CHRIS
ROCK
–
CommendaVon
about
Chris
Rock’s
breakdown
of
the
#OscarsSoWhite
issue
Ø EFFECTS
–
MenVons
about
the
posiVve
effects
brought
about
by
the
#OscarsSoWhite
campaign,
namely:
swiq
acVon
on
the
issue
by
The
Academy
and
renewed
appreciaVon
for
the
NAACP
Image
Awards
Ø PERCEPTION
–
Some
actors’
percepVon
and
other
people’s
posiVve
point
of
view
about
the
campaign
§ NEGATIVE
Ø PERCEPTION
–
MenVons
from
people
sharing
their
opinion
about
the
#OscarsSoWhite
controversy
with
some
accusing
The
Academy
of
racism
Ø BOYCOTT
–
Posts
about
celebriVes
and
other
people
who
said
they
will
or
are
planning
to
boycoU
this
year’s
Oscars
Ø ACTORS
SENTIMENT
–
Content
featuring
the
views
and
senVment
of
various
actors
concerning
the
#OscarsSoWhite
campaign
Ø DIVERSITY
–
Comments
about
the
general
lack
of
minority
Oscars
nominees
Ø FAVORED
WINNERS
–
MenVons
from
viewers
who
disagreed
with
some
of
the
winners
or
the
lack
of
nominaVons
for
their
preferred
actors
Ø OTHER
–
Includes
menVons
about
the
problem
being
deeply
rooted
in
Hollywood’s
culture,
the
negaVve
effects
of
the
controversy
which
was
said
to
have
overshadowed
the
main
event,
comments
on
the
campaign
being
not
totally
centered
on
‘colored’
people,
posts
pushing
for
acVon
and
not
merely
discussion,
comments
on
performers
and
presenters,
and
menVons
about
those
who
refuse
to
talk
about
the
issue
8
APPENDIX
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

9. 9
SAMPLE
POSTS
OSCARS
2016
|
TWITTER
REPORT
BY
SYSOMOS|
MARCH
2,
2016

10.
CONNECT
WITH
US
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