A Network View Of Passion Communities on Twitter

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“Passion areas are not monolithic audiences, rather they are articulated in a dense network of well-defined sub-communities.” We randomly sampled and analysed 800,000 Twitter users globally to understand the demographic traits and interests of 8 major passion networks (100,000 from each passion network). The passion networks/communities consist of Fashion, Technology, Politics, TV & Film, Fitness, Music, Food and Sports. The analysis clearly shows that the sub-communities emerging in each passion area tend to cluster around either geographic, ethnic or interest affinities, sometimes a mix of all three. We will be starting a series of blog articles based on this research, each time diving into a different community. For each passion area, we extracted the list of friends and followers for...

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How Adidas managed to embed themselves in the heart of a cultural movement


“I don’t get how people can be SO obsessed with trainers”; these are words that you have more than likely been exposed to if you’ve been anywhere near the queue of a trainer (sneaker if you’re across the pond) store on a launch day of the latest Vapormax, Yeezy Boost [https://www.gq.com/story/yeezy-boost-sneaker-350-design-influence] or Vapormax x Yeezy boost v3 (ok this doesn’t exist but I almost had you). It can get more crazy than Walmart on Black Friday. If there’s one thing that the trainer subculture does better than pretty much anyone; it’s building hype. In light of this fact, I thought it would be interesting to track discussions on one of the most “hypebeast” brands going: Adidas. Adidas has relaunched its...

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When You Absolutely NAIL a TV Ad…


MoneySuperMarket have been running some pretty quirky ads for years now, but on Saturday a couple of weeks ago, they absolutely nailed it. He-Man and Skeletor, the Dirty Dancing routine, and a quick tribute to The Fonz – this ad had it all. An extended version ran for the first time right in the middle of X-Factor, sparking a huge spike in conversations around the brand on social media.     Conversations around MoneySuperMarket immediately leapt from around 100 posts per day to over 35,000 in an hour, adding an additional 10 million impressions to coverage they’d already secured. This is in line with their Epic Strut ad, which led to 20% growth in revenue for them in Q4 2016....

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Trump’s pre-election rhetoric – a look at the metrics

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For Part Two of our series on US President Donald Trump’s Twitter activity (check out Part One here), this week at Pulsar we have been diving into Trump’s tweeting history in more detail, looking as far back as the beginning of 2013. Below we have charted Trump’s tweets from his @realDonaldTrump account to show a month on month shift from Jan 2013 – July 2017. We can easily see the highest volume of tweets were in January 2015 at 1,297 posts: Many of these tweets relate to Trump’s hosting of The Apprentice. However, January 2015 also saw Trump retweeting content from fans who supported the then seemingly inconceivable idea that he could run for the Presidency. Trump appears to have floated the...

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South African Elections: Unravelling the social conversation on voting day


The recent vote of no confidence in the South African elections called for the removal of the current president, Jacob Zuma, from his seat in office. The goal of Conversation LAB, a full service digital and communications agency based in South Africa, was to understand and identify the major channels and networks through which people were communicating during the voting day. This would help them understand what conversations were the most impactful, and the networks these spread to, and how integrated or segregated these networks were. During the election campaign, major opposition parties joined ranks in this effort to stand up to ruling party ANC, who said they would not vote in favour of this motion, despite several of their...

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How Brands Need to Utilise Voice Activation As A New Touch Point

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For a good while, brands have been on a mission to create meaningful connections with the consumer, through digital platforms. Teams have been hard at work creating interactions, services and platforms that convey the brand and evoke loyalty and a relationship with the user. These experiences now tie brand comms directly to the point of sale, or consumable seamlessly. Millions are spent annually on interface based experiences, providing users with usable, useful brand connections; and where this is done well, it offers a serious competitive advantage. But the market is mature, and this has added to a lack of patience from the user. And as all of you fellow brand experience professionals will know, if the user isn’t happy, they...

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What Trump’s Visual Style Tells Us About His Presidency


Trump is famous for his love of social media, relying heavily on Twitter to communicate with his online following. Whatever your politics, Trump makes a fascinating object of study so here at Pulsar we have been tracking his Twitter footprint for the last seven years – giving us access to the metrics behind his media preferences. In the last year, Trump has tweeted 3,800 times from his personal account @realDonaldTrump, which he started using in March 2009. These tweets have received over 11.6 billion impressions. In this new blog series, we will highlight the surprising aspects of Trump’s tweets. This week we will be investigating the kinds of images have most commonly been posted by the President in the last...

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Kim Kardashian’s KKW: The Birth of A Backlash


Kim Kardashian, pop culture’s reigning Queen of social media, has been embroiled in yet another online scandal. This time Kim took to Instagram to tease her 180 million combined social media fans about the launch of her new beauty website. Queue her legions of loyal fashion pack followers speculating on what her ‘beauty’ offering would be, and whether a makeup range will be competition to her little sister Kylie’s.The internet didn’t have to wait long to see how Kim would promote her range. Never shying away from attempts to ‘break the internet’, on the 14th June Kim released an image of herself to promote her new KKW Crème Counter and Highlight Kit. Her skin was noticeably darker than usual. The...

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Are you living in the year 3017? Welcome to the crap life-hack craze making a splash online

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    First we had the Ice Bucket Challenge, then batmanning – now the latest craze in social sharing is sarcastic images of life-hacks we might use in 1,000 years. If this craze has not so far passed you by, panic not, Pulsar are here to explain all. To give this trend its full and original name would be ‘Y’all living in 2017, but this guy already in 3017’. However the catchier ‘living in 3017’ or #3017 is usually used – these two terms alone have raked up almost 200k mentions in the last month. The images or videos showcase ingenious but mundane improvements to every day life, i.e. ‘in the year 3017 we will be doing this so much...

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Can social data show Macron’s journey from a nobody to a very significant somebody?


Emmanuel Macron’s rise to power has been called ‘meteoric’, ‘surprising’, and even ‘mysterious’. But can social data tell us about this dark horse and his unlikely win?   First things first, can we infer the direction of the election using social media? Well, that’s a tricky one…but we can see that the word Président is far more readily associated with #EnMarche and @EmmanuelMacron than Marine Le Pen or Le Front National, and that (faire) barrage – to block – is in the top five words associated with Le Pen. So, although we can’t say with certainty that social data could have revealed the result before the ballot papers did, things on social definitely weren’t looking good for Le Pen. “When...

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