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Match highlights 
Man City vs. 
Tottenham 
4 - 1 
October 18, 2014 @ Etihad Stadium 
13:45 (GMT +1)
Index 
I. Management summary 
II. Detailed report 
a) The unexpected 
b) Zoom on sentiment 
c) #analysis of the 
teams 
d) Every cloud has a 
silver lining 
e) UK vs. Worldwide 
f) Pundits 
g) Influencers on earned 
media 
h) Influencers on owned 
media 
i) Buzz (all media types) 
j) How to tackle a player 
k) Demographics
GAME ON & 
OFF THE 
PITCH
I. Management 
summary
GENERIC THEME CLOUDS 
Top themes: City ranked 1° with 
43,325 results 
A look at the players for Manchester 
City. Clearly, the hype was 
concentrated around the man of the 
game 
MANAGEMENT SUMMARY 
Top pundits: a battle of tweets 
between Jamie Carragher and Rio 
Ferdinand 
A look at the players for 
Tottenham. Unlike for Man City, the 
players most talked about were the 
ones whose match wasn’t praised. 
*Highlighted in green are the very positive results, in yellow neutral results and 
in red the results letting away a more negative mood or impression
TOP THEMES 
CONCERNING 
ALL THE GAMES 
TOP MEDIAS. 
TWITTER SWEPT 
THE BOARD! 
TOP THEMES 
CONCERNING 
ALL THE GAMES 
OF ALL THE GAMES OF THE PREMIER LEAGUE 
MONITORED ON SATURDAY, MAN CITY VS. TOTTENHAM 
WAS THE ONE WITH THE HIGHEST SHARE IN SOCIAL AND 
MANAGEMENT SUMMARY 
ONLINE MEDIA
RESULTS SHOWING THE SHARE OF 
TOPICS 
The peak of mentions for Manchester 
City coincided with the first 2 goals 
scored by Aguero. 
On the right a specimen of the results 
carrying the highest engagement 
coinciding with the peak is shown. 
MANAGEMENT SUMMARY
Only Twitter is considered for these 
metrics. 
The match itself and Manchester players 
and management were the topics that 
had people talk and engage online. 
The chart on the left hand side shows 
how the two topics had quite the same 
reach and engagement: they could 
potentially reach 300 million people 
worldwide and engage 20 thousand. 
BUZZ DURING THE GAME: AMOUNT OF HYPE 
THE GAME STIRRED ON TWITTER 
UK Worldwide 
MANAGEMENT SUMMARY
BUZZ FOR THE CITIZENS: AMOUNT OF HYPE 
THE GAME STIRRED ON TWITTER 
UK Worldwide 
BUZZ FOR THE HOTSPURS: AMOUNT OF HYPE 
TUKHE GAME STIRRED ON TWITTER Worldwide 
Intuitive user interface with interactive graphs. Please note that for the two teams, regardless of the country considered, the following on Twitter was 
strictly related to the match: during the interval a negative spike in results is found, to be swiftly recovered by an opposite spike when the referee starts 
the second half of the game. 
MANAGEMENT SUMMARY
II. Detailed report
II.a The unexpected
DURING THE GAME TWITTER WAS USED, 
WHEREAS BEFORE AND AFTER THE GAME 
ALSO OTHER SOURCES, SUCH AS ONLINE 
NEWS, WERE CONSIDERED. 
Results sorted by media types 
THE UNEXPECTED
A post-hoc monitoring had to be 
carried out, due to the impossibility of 
forecasting rare events such as those 
which took place on the occasion of 
Saturday’s game. A more consistent 
focus on sentiment will be delivered in 
the dedicated set of slides. 
WHO COULD’VE EVER THOUGHT IT 
THE UNEXPECTED COULD HAPPEN?
II.b Zoom on 
sentiment (on 
the pitch)
SENTIMENT REGARDING THE MATCH 
In this case the negative spike is 
connected to the word «penalty», 
which is considered negative by 
default. By taking a closer look, 
though, there are negative 
impressions and positive 
impressions. After all, it’s a football 
match with two teams playing 
against one another. 
UK Worldwide 
Top 25 positive emotions connected 
to the spike 
SENTIMENT ZOOM (ON THE 
PITCH) 
Top 25 negative emotions connected 
to the spike
Here are some of the results defining 
as «impressive» Aguero’s 
performance, and mentioning 
penalties as well. By the way, who 
couldn’t in such a match? 
SENTIMENT ZOOM (ON THE 
PITCH)
SENTIMENT REGARDING 
MAN CITY 
Clearly, sentiment, especially if monitored on 
the pitch, follows the most impressive topics 
and players. Even if Aguero played well, he’s 
mentioned even when the sentiment is 
negative. 
On the right is an example of this. 
The question is: negative for whom? 
SENTIMENT ZOOM (ON THE 
PITCH) 
Top emotions and themes 
Worldwide 
UK Worldwide
SENTIMENT REGARDING 
TOTTENHAM 
UK Worldwide 
For the Hotspurs the sentiment 
is far worse than for the Citizens. 
It’s due to the high occurrence of 
words such as «penalty», «red 
card», and descriptions of 
player’s positive performance, 
who was referred to as «terrible» 
even in positive occurrences. 
See following slide 
SENTIMENT ZOOM (ON THE 
PITCH)
Here’s an excerpt of what the most 
engaging comments regarding the 
Spurs sound like. 
Many seem to be negative towards the 
players’ performance. 
SENTIMENT ZOOM (ON THE 
PITCH)
The mentions for the referee follow the 
hottest and most delicate moments of 
the game. 
Most likely the negative comments are 
from Tottenham fans – unhappy with 
the outcome of the game. 
SENTIMENT ZOOM (ON THE 
PITCH)
REFEREE-RELATED TOPICS: 
PENALTIES AND CARDS 
Penalties – perceived in the UK A tweet by the Premier League Twitter account had a huge 
SENTIMENT ZOOM (ON THE 
PITCH) 
impact and was retweeted several times: 
Penalties – perceived worldwide
Red card – perceived in the UK 
Red card – perceived worldwide 
SENTIMENT ZOOM (ON THE 
PITCH) 
The majority of comments in this case doesn’t mention directly 
the referee, but focuses on the card itself. 
A tweet by @FootballStuff had a big impact on the followers 
who retweeted quickly.
Results A GLIMPSE ON @FOOTBALL 
STUFF ONLINE ACTIVITY 
Admin activity 
SENTIMENT ZOOM (ON THE 
PITCH) 
They were active ONLY on Saturday, mainly 
with pictures, links and text contents. 
Despite their meagre activity, they stirred the 
audience, which was prone to sending 
retweets and mentions. 
Audience activity
II.c #analysis of the 
teams
SHARE OF NEGATIVE VS. POSITIVE SENTIMENT 
WORLDWIDE 
THE GAME HASHTAGWAS #MCITOT 
Sentiment for Man City 
# 
#ANALYSIS OF THE TEAMS 
Sentiment for the match # 
Sentiment for Tottenham 
# 
General hashtags related to the match generated mainly negative 
results – due to the penalty as can be seen in the tweets below. The 
Tottenham fans stayed on the positive side of the game despite 
loosing.
A LOOK AT THE EMOTIONS PEOPLE SHARED 
AND THE MOST INTERESTING TOPICS 
Top hashtags for the 
game 
Top hashtags for 
Tottenham 
#ANALYSIS OF THE TEAMS 
Top emotions connected to 
hashtags 
Top hashtags for Man City
II.d Every cloud has 
a silver lining
AN EXPLANATORY NOTE ABOUT SENTIMENT 
AND HOWIT’SMEASURED 
SENTIMiEs mNeTasured starting from a set of predefined words, which are categorized automatically by our algorithm. In cases 
such as this, where a strong emotional content is conveyed, the accuracy reaches 70-80%. Nonetheless, in this case 
the word «penalty» is highlighted as negative. 
No need to despair, though. By applying filters and cross-sifting the results with the range of human emotions –broken 
down into positive and negative ones- the accuracy increases dramatically. On top of that, emotions provide a more 
human feel to an otherwise quite aseptic categorization. 
Let’s take a look at negative results for the match 
EVERY CLOUD HAS A SILVER 
LINING
IN-DEPTHANALYSIS OF A NEGATIVE SPIKE 
Let’s take a look at when negative results 
occurred 
From the right hand excerpt of results, it can be 
clearly seen how the game, despite being fun for 
watchers, stirred lower emotions. 
EVERY CLOUD HAS A SILVER 
LINING
THE IMPORTANCE OF GIVING EMOTIONS THE 
RIGHT VALUE 
Excerpt of results by filtering with positive 
emotions. 
In cases characterized by high emotional content 
such as this, results need further refining, as that 
which we’re showing in these slides. 
Range of positive emotions found in articles 
categorized as negative at the beginning: 
EVERY CLOUD HAS A SILVER 
LINING
II.e UK vs. 
Worldwide
UK VS WORLDWIDE 
GLOBAL MONITORING: THE MAPAND THE 
TERRITORY 
Globally, Man City - Tottenhamn was the most talked about topic, closely followed by Man City’s team. 
Interestingly, the US talked slightly more about the game than Europe did.
INFLUENCERS
II.h Pundits
PUNDITS 
SOCIAL MEDIA INFLUENCE OF PUNDITS 
Vincent Kompany Player follower base increased the most during the 
game whereas Ruud Gullit lost more than 500 followers. 
Top influencers during the match -among the pundits
PUNDITS 
PUNDITS’ TWITTER RESULTS DURINGTHE 
MATCH 
There were three pundits who stood out of the crowd, 
sharing the most followed comments, which allowed 
them to engage with the audience during the match.
WHO TWEETED MORE AND WHO WAS MOST INFLUENTIAL – 
FILTERED BY MATCH-RELATED FILTERS AND WITHIN A SPECIFIC 
PUNDITS 
TIME FRAME 
Pundits on Twitter during the match
PUNDITS 
EMOTIONALLY SPEAKING 
Emotions within pundits tweets – the positive 
emotions are more striking than the negative. 
Emotions within pundits tweets: positive emotions 
Emotions within pundits tweets: negative emotions
PUNDITS 
JAMIE CARRAGHER 
Jamie was highly active during the match and quite positive in his comments as 
well. 
Only during the game Jamie earned over 600 new 
followers!
PUNDITS 
RIO FERDINAND 
Even though Rio Ferdinand was positive towards the game he also expressed 
some negative feelings – the sentiment clearly shifted during the course of the 
game.
II.g Any other 
influencers? 
On & off-the-pitch conversations
OVERVIEW OF MOST AUTHORITATIVE 
INFLUENCERS, OWNEDAND EARNEDMEDIA 
Influencers on all media types, worldwide, sorted by engagement, i.e. their capacity to engage people in conversation 
INFLUENCERS
INFLUENCERS 
AGLIMPSE ON THE SPORT 
BIBLE ONLINE ACTIVITY 
Activity 
Content appreciation 
Owner activity: very few results, with a huge impact 
Static content is king on Facebook. Videos 
are meant for an audience who will watch 
that content after the game, without the risk 
of getting lost in the flow of messages, as 
happens on Twitter.
Unlike Twitter, the activity on 
Facebook is slower, but can 
reach thousands –if not 
millions- of people, even 
more if a page boasts 3.6 
million fans like this one. 
Through their Facebook 
page, The Sport Bible 
shared different content and 
don’t aim to report or 
comment the game in real 
time. 
INFLUENCERS
Influencers on Twitter, worldwide, sorted by engagement, i.e. their capacity to engage people in 
conversation 
INFLUENCERS
Results regarding Premier League Twitter’s profile 
INFLUENCERS 
Content appreciation: thousands of retweets made by 
users 
Even the audience activity is concentrated from 2 p.m. to 4 p.m. 
(G.M.T. +1)
INFLUENCERS 
Below an excerpt of his activity of Premier 
League’s account can be seen. They have a 
large follow, therefore people tend to retweet 
their content shared on this page. 
Top themes related to the negative sentiment spike
INFLUENCERS 
This user has a big follow on Twitter (590K), therefore 
although he tweets just on Saturday, his tweets have 
a wide echo online. 
He shares mainly textual content which his followers 
appreciate and share with others, making him one of 
the most influential players on Twitter as far as football 
is concerned.
On the right hand side of the slide an excerpt of 
his activity and how it propagates is shown. A 
tweet sent by Opta Joe’s account have a domino 
effect on Twitter, leading to several retweets. 
INFLUENCERS
INFLUENCERS 
The same tweet was retweeted hundreds of times, and the word 
deadly perceived as negative. 
Again, the line between sarcasm and literal meaning is rather thin 
and depends on the views of who utters it.
TOP INFLUENCERS BELONGING TO 
TRADITIONAL PRESS, SORTED BY 
ENGAGEMENT, I.E. THEIR CAPACITY TO 
ENGAGE PEOPLE IN CONVERSATION 
INFLUENCERS
Just two publications were made by The 
Mirror during the game, but these two have 
a potential impact which exceeds by far the 
one of Twitter and Facebook sources, and 
an engagement which was higher than that 
which other online newspapers can boast. 
Detail of negative sentiment 
INFLUENCERS 
Top emotions found in these two articles
II.h Who are the 
influencers? 
On & off-the-pitch conversations –
TOTTENHAM HOTSPUR – 
FACEBOOK PROFILE 
A lot of the activity was made by the audience 
Content appreciation was very high: Facebook likes during 
the match and immediately after can be counted by the 
thousands 
INFLUENCERS
TOTTENHAM HOTSPUR – 
FACEBOOK PROFILE 
Audience peaks coincide with the busiest sports hours 
And so does the owner’s activity 
INFLUENCERS 
The content people like to share on Facebook 
consists mainly of pictures and text.
TOTTENHAM HOTSPUR – 
FACEBOOK PROFILE 
Hotspurs’ fans talked a lot about Aguero and other 
players belonging to the opponent team. 
INFLUENCERS 
Here are the emotions the match stirred in HotSpurs’ fans. 
Not surprisingly, they were sort of unhappy with the result. 
Sentiment shared on the official Facebook page 
during the event
TOTTENHAM HOTSPUR – 
FACEBOOK PROFILE 
A hands-on view of 
negative sentiment 
towards the Spurs, as 
expressed on their 
Facebook page during the 
match. 
INFLUENCERS
II.i Buzz (all media 
types)
BUZZ 
WORLDWIDE VIEWON REACHAND 
ENGAGEMENT FOR DIFFERENT TOPICS 
VIEWON REACHAND ENGAGEMENT FOR 
DIFFERENT TOPICS IN THE UK
BUZZ 
BUZZ ON ALLMEDIA FOR THE MATCH 
(ON AND OFF THE PITCH) 
The interest in the UK 
mirrors almost perfectly the 
one found on a global scale. 
Total buzz worldwide. It refers to the total amount of 
hype generated by the topic analysed. The 
percentage is referred to the rise in results with 
respect to the six hours prior to the match. 
Total buzz in the UK
Total engagement in the UK 
Total engagement in the rest of the world 
BUZZ 
Surprisingly, in this case the 
figures related to the UK 
aren’t set in the shade by 
those of the rest of the 
world. 
In the UK the match had a 
really big follow.
Total buzz in the UK 
Comparing the Buzz in the UK with the rest of the world, they follow the same curve time-wise 
Total engagement in the 
UK 
BUZZ 
BUZZ ON ALLMEDIA FOR MAN CITY 
(ON AND OFF THE PITCH) 
Total buzz in the rest of the world 
Total engagement in the rest of the 
world 
Comparing the engagement, we can see that people in the UK reacted to way more situations while we find one peak in the rest of the 
world
BUZZ 
BUZZ ON ALLMEDIA FOR TOTTENHAM 
(ON AND OFF THE PITCH) 
Total buzz in the UK 
Total engagement in the 
UK 
Total buzz worldwide 
Total engagement worldwide 
The engagement during the game for the UK is more consistent with the timing of the event with respect to the 
rest of the world. This may tell us that the Brits just followed the game more attentively and wanted to share their 
views in real time, or even check for what pundits had to say, as the following slides will show.
II.j How to tackle a 
player
The players the audience focused on. 
Clearly Aguero is by far considered the man of 
the match, and he was quoted mainly on 
Twitter. 
HOW TO TACKLE A PLAYER 
What the net thinks about Aguero 
Positive impressions towards Aguero exceed negative emotions. Where they’re 
found in relation to him, they’re referred to the other team being, for example, 
incapable of doing something.
WHOTALKEDMOSTABOUTAGUERO, 
AMONGTHOSEWHO COUNT: A VIEWON A 
HOW TO TACKLE A PLAYER 
Total buzz worldwide 
PUNDIT
FINALLY, WHATAGUERO SAIDAND HOWIT 
WAS PERCEIVED BY THE NET 
HOW TO TACKLE A PLAYER 
Sentiment as expressed by his 
followers on his Twitter account. 
Thanks to his performance and to 
his wide follow on Twitter, 
Aguero’s tweets were well 
perceived online.
The player tweeted in English and 
Spanish, his native language. 
Given his impressive follow on 
Twitter -7.5 million people-, his 
messages reached a lot of people 
and engaging with them came 
naturally. 
HOW TO TACKLE A PLAYER
HOW TO TACKLE A PLAYER 
Interestingly, people starting engaging on 
Aguero’s Twitter account after the match, 
mainly in response to his own tweets. 
Top influencers on his Twitter profile, ranked by engagement. 
Can you spot any famous names?
II.k 
Demographics 
and gender
DEMOGRAPHICS AND 
GENDER 
In Europe, the game was by far discussed the most in the UK. In 
particular the referee was the most talked about in the UK. 
Maybe not surprisingly, more men than women talked about the 
game.
III. APPENDIX
FILTERS Filters enable you to add further restrictions to your topics. This can greatly 
help focus on one or more elements of the results. 
APPENDIX 
CALLINGA SPADE A SPADE 
ENGAGEM 
ENT 
The engagement of an article/post is the sum of actions made by others on 
that article/post. The engagement of a topic is the sum of the engagement of 
all articles/posts of the topic. 
ENGAGEMENT 
RATE 
Facebook Engagement Rate: ((Number of Likes + Number of Comments + 
Number of Shares by others) / Number of Fans) * 100 
Twitter Engagement Rate: ((Number of Retweets by others) / Number of 
Follows) * 100 
Engagement is calculated in the following ways: 
Blogs; News Sites; Forums: Number of Facebook Likes + Number of 
Comments on the article + Number of Shares on Facebook of the URL + 
Number of Tweets on Twitter of the URL 
Facebook: Sum of shares, likes and comments 
Twitter: Number of Retweets 
MEDIA TYPE Media in which the article/post was published. Media types can be news 
(and its sub categories), blogs, forums, social media networks, …
REACH The reach of an article/post represents the number of people who were 
reached by this article/post. 
Note that the views only get set to a proper value if the host of the URL is 
either a domain (like theguardian.com) or if it is a domain with a well-known 
3rd-level-subdomain in front (mainly applies to www, e.g. 
www.theguardian.com). Reach is set to 0 for other hosts, i.e. hosts with 
other 3rd-level-subdomains, like on foobar.blogspot.com, as using the Alexa 
views of the domain would assign much too high reach to mere sub-hosts 
otherwise. 
Reach is calculated in the ways: 
Blogs; News Sites; Forums: Number of Page Views 
Facebook: The Number of Fans of the Page (Note: Only available for public 
pages) 
Twitter: The number of Followers of the author 
SENTIMENSeTntiment that is associated with an article/post. As default, a generic 
sentiment analysis is being calculated for each result based on our own 
sentiment analysis. All articles/posts are then attributed a positive, neutral or 
negative sentiment. 
TOPIC A topic contains the keywords and phrases you wish to search for within 
posts and articles, in the form of search queries. The first topic is usually 
your brand and subsequent topics are typically competitor brands. 
APPENDIX
Alvise De Nardi 
Account manager for IT, ES and LATAM 
Email: alvise@talkwalker.com 
Telephone: +352 203 335 3924

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Sentiment Analysis: Tottenham vs Manchester City

  • 1. Match highlights Man City vs. Tottenham 4 - 1 October 18, 2014 @ Etihad Stadium 13:45 (GMT +1)
  • 2. Index I. Management summary II. Detailed report a) The unexpected b) Zoom on sentiment c) #analysis of the teams d) Every cloud has a silver lining e) UK vs. Worldwide f) Pundits g) Influencers on earned media h) Influencers on owned media i) Buzz (all media types) j) How to tackle a player k) Demographics
  • 3. GAME ON & OFF THE PITCH
  • 5. GENERIC THEME CLOUDS Top themes: City ranked 1° with 43,325 results A look at the players for Manchester City. Clearly, the hype was concentrated around the man of the game MANAGEMENT SUMMARY Top pundits: a battle of tweets between Jamie Carragher and Rio Ferdinand A look at the players for Tottenham. Unlike for Man City, the players most talked about were the ones whose match wasn’t praised. *Highlighted in green are the very positive results, in yellow neutral results and in red the results letting away a more negative mood or impression
  • 6. TOP THEMES CONCERNING ALL THE GAMES TOP MEDIAS. TWITTER SWEPT THE BOARD! TOP THEMES CONCERNING ALL THE GAMES OF ALL THE GAMES OF THE PREMIER LEAGUE MONITORED ON SATURDAY, MAN CITY VS. TOTTENHAM WAS THE ONE WITH THE HIGHEST SHARE IN SOCIAL AND MANAGEMENT SUMMARY ONLINE MEDIA
  • 7. RESULTS SHOWING THE SHARE OF TOPICS The peak of mentions for Manchester City coincided with the first 2 goals scored by Aguero. On the right a specimen of the results carrying the highest engagement coinciding with the peak is shown. MANAGEMENT SUMMARY
  • 8. Only Twitter is considered for these metrics. The match itself and Manchester players and management were the topics that had people talk and engage online. The chart on the left hand side shows how the two topics had quite the same reach and engagement: they could potentially reach 300 million people worldwide and engage 20 thousand. BUZZ DURING THE GAME: AMOUNT OF HYPE THE GAME STIRRED ON TWITTER UK Worldwide MANAGEMENT SUMMARY
  • 9. BUZZ FOR THE CITIZENS: AMOUNT OF HYPE THE GAME STIRRED ON TWITTER UK Worldwide BUZZ FOR THE HOTSPURS: AMOUNT OF HYPE TUKHE GAME STIRRED ON TWITTER Worldwide Intuitive user interface with interactive graphs. Please note that for the two teams, regardless of the country considered, the following on Twitter was strictly related to the match: during the interval a negative spike in results is found, to be swiftly recovered by an opposite spike when the referee starts the second half of the game. MANAGEMENT SUMMARY
  • 12. DURING THE GAME TWITTER WAS USED, WHEREAS BEFORE AND AFTER THE GAME ALSO OTHER SOURCES, SUCH AS ONLINE NEWS, WERE CONSIDERED. Results sorted by media types THE UNEXPECTED
  • 13. A post-hoc monitoring had to be carried out, due to the impossibility of forecasting rare events such as those which took place on the occasion of Saturday’s game. A more consistent focus on sentiment will be delivered in the dedicated set of slides. WHO COULD’VE EVER THOUGHT IT THE UNEXPECTED COULD HAPPEN?
  • 14. II.b Zoom on sentiment (on the pitch)
  • 15. SENTIMENT REGARDING THE MATCH In this case the negative spike is connected to the word «penalty», which is considered negative by default. By taking a closer look, though, there are negative impressions and positive impressions. After all, it’s a football match with two teams playing against one another. UK Worldwide Top 25 positive emotions connected to the spike SENTIMENT ZOOM (ON THE PITCH) Top 25 negative emotions connected to the spike
  • 16. Here are some of the results defining as «impressive» Aguero’s performance, and mentioning penalties as well. By the way, who couldn’t in such a match? SENTIMENT ZOOM (ON THE PITCH)
  • 17. SENTIMENT REGARDING MAN CITY Clearly, sentiment, especially if monitored on the pitch, follows the most impressive topics and players. Even if Aguero played well, he’s mentioned even when the sentiment is negative. On the right is an example of this. The question is: negative for whom? SENTIMENT ZOOM (ON THE PITCH) Top emotions and themes Worldwide UK Worldwide
  • 18. SENTIMENT REGARDING TOTTENHAM UK Worldwide For the Hotspurs the sentiment is far worse than for the Citizens. It’s due to the high occurrence of words such as «penalty», «red card», and descriptions of player’s positive performance, who was referred to as «terrible» even in positive occurrences. See following slide SENTIMENT ZOOM (ON THE PITCH)
  • 19. Here’s an excerpt of what the most engaging comments regarding the Spurs sound like. Many seem to be negative towards the players’ performance. SENTIMENT ZOOM (ON THE PITCH)
  • 20. The mentions for the referee follow the hottest and most delicate moments of the game. Most likely the negative comments are from Tottenham fans – unhappy with the outcome of the game. SENTIMENT ZOOM (ON THE PITCH)
  • 21. REFEREE-RELATED TOPICS: PENALTIES AND CARDS Penalties – perceived in the UK A tweet by the Premier League Twitter account had a huge SENTIMENT ZOOM (ON THE PITCH) impact and was retweeted several times: Penalties – perceived worldwide
  • 22. Red card – perceived in the UK Red card – perceived worldwide SENTIMENT ZOOM (ON THE PITCH) The majority of comments in this case doesn’t mention directly the referee, but focuses on the card itself. A tweet by @FootballStuff had a big impact on the followers who retweeted quickly.
  • 23. Results A GLIMPSE ON @FOOTBALL STUFF ONLINE ACTIVITY Admin activity SENTIMENT ZOOM (ON THE PITCH) They were active ONLY on Saturday, mainly with pictures, links and text contents. Despite their meagre activity, they stirred the audience, which was prone to sending retweets and mentions. Audience activity
  • 24. II.c #analysis of the teams
  • 25. SHARE OF NEGATIVE VS. POSITIVE SENTIMENT WORLDWIDE THE GAME HASHTAGWAS #MCITOT Sentiment for Man City # #ANALYSIS OF THE TEAMS Sentiment for the match # Sentiment for Tottenham # General hashtags related to the match generated mainly negative results – due to the penalty as can be seen in the tweets below. The Tottenham fans stayed on the positive side of the game despite loosing.
  • 26. A LOOK AT THE EMOTIONS PEOPLE SHARED AND THE MOST INTERESTING TOPICS Top hashtags for the game Top hashtags for Tottenham #ANALYSIS OF THE TEAMS Top emotions connected to hashtags Top hashtags for Man City
  • 27. II.d Every cloud has a silver lining
  • 28. AN EXPLANATORY NOTE ABOUT SENTIMENT AND HOWIT’SMEASURED SENTIMiEs mNeTasured starting from a set of predefined words, which are categorized automatically by our algorithm. In cases such as this, where a strong emotional content is conveyed, the accuracy reaches 70-80%. Nonetheless, in this case the word «penalty» is highlighted as negative. No need to despair, though. By applying filters and cross-sifting the results with the range of human emotions –broken down into positive and negative ones- the accuracy increases dramatically. On top of that, emotions provide a more human feel to an otherwise quite aseptic categorization. Let’s take a look at negative results for the match EVERY CLOUD HAS A SILVER LINING
  • 29. IN-DEPTHANALYSIS OF A NEGATIVE SPIKE Let’s take a look at when negative results occurred From the right hand excerpt of results, it can be clearly seen how the game, despite being fun for watchers, stirred lower emotions. EVERY CLOUD HAS A SILVER LINING
  • 30. THE IMPORTANCE OF GIVING EMOTIONS THE RIGHT VALUE Excerpt of results by filtering with positive emotions. In cases characterized by high emotional content such as this, results need further refining, as that which we’re showing in these slides. Range of positive emotions found in articles categorized as negative at the beginning: EVERY CLOUD HAS A SILVER LINING
  • 31. II.e UK vs. Worldwide
  • 32. UK VS WORLDWIDE GLOBAL MONITORING: THE MAPAND THE TERRITORY Globally, Man City - Tottenhamn was the most talked about topic, closely followed by Man City’s team. Interestingly, the US talked slightly more about the game than Europe did.
  • 35. PUNDITS SOCIAL MEDIA INFLUENCE OF PUNDITS Vincent Kompany Player follower base increased the most during the game whereas Ruud Gullit lost more than 500 followers. Top influencers during the match -among the pundits
  • 36. PUNDITS PUNDITS’ TWITTER RESULTS DURINGTHE MATCH There were three pundits who stood out of the crowd, sharing the most followed comments, which allowed them to engage with the audience during the match.
  • 37. WHO TWEETED MORE AND WHO WAS MOST INFLUENTIAL – FILTERED BY MATCH-RELATED FILTERS AND WITHIN A SPECIFIC PUNDITS TIME FRAME Pundits on Twitter during the match
  • 38. PUNDITS EMOTIONALLY SPEAKING Emotions within pundits tweets – the positive emotions are more striking than the negative. Emotions within pundits tweets: positive emotions Emotions within pundits tweets: negative emotions
  • 39. PUNDITS JAMIE CARRAGHER Jamie was highly active during the match and quite positive in his comments as well. Only during the game Jamie earned over 600 new followers!
  • 40. PUNDITS RIO FERDINAND Even though Rio Ferdinand was positive towards the game he also expressed some negative feelings – the sentiment clearly shifted during the course of the game.
  • 41. II.g Any other influencers? On & off-the-pitch conversations
  • 42. OVERVIEW OF MOST AUTHORITATIVE INFLUENCERS, OWNEDAND EARNEDMEDIA Influencers on all media types, worldwide, sorted by engagement, i.e. their capacity to engage people in conversation INFLUENCERS
  • 43. INFLUENCERS AGLIMPSE ON THE SPORT BIBLE ONLINE ACTIVITY Activity Content appreciation Owner activity: very few results, with a huge impact Static content is king on Facebook. Videos are meant for an audience who will watch that content after the game, without the risk of getting lost in the flow of messages, as happens on Twitter.
  • 44. Unlike Twitter, the activity on Facebook is slower, but can reach thousands –if not millions- of people, even more if a page boasts 3.6 million fans like this one. Through their Facebook page, The Sport Bible shared different content and don’t aim to report or comment the game in real time. INFLUENCERS
  • 45. Influencers on Twitter, worldwide, sorted by engagement, i.e. their capacity to engage people in conversation INFLUENCERS
  • 46. Results regarding Premier League Twitter’s profile INFLUENCERS Content appreciation: thousands of retweets made by users Even the audience activity is concentrated from 2 p.m. to 4 p.m. (G.M.T. +1)
  • 47. INFLUENCERS Below an excerpt of his activity of Premier League’s account can be seen. They have a large follow, therefore people tend to retweet their content shared on this page. Top themes related to the negative sentiment spike
  • 48. INFLUENCERS This user has a big follow on Twitter (590K), therefore although he tweets just on Saturday, his tweets have a wide echo online. He shares mainly textual content which his followers appreciate and share with others, making him one of the most influential players on Twitter as far as football is concerned.
  • 49. On the right hand side of the slide an excerpt of his activity and how it propagates is shown. A tweet sent by Opta Joe’s account have a domino effect on Twitter, leading to several retweets. INFLUENCERS
  • 50. INFLUENCERS The same tweet was retweeted hundreds of times, and the word deadly perceived as negative. Again, the line between sarcasm and literal meaning is rather thin and depends on the views of who utters it.
  • 51. TOP INFLUENCERS BELONGING TO TRADITIONAL PRESS, SORTED BY ENGAGEMENT, I.E. THEIR CAPACITY TO ENGAGE PEOPLE IN CONVERSATION INFLUENCERS
  • 52. Just two publications were made by The Mirror during the game, but these two have a potential impact which exceeds by far the one of Twitter and Facebook sources, and an engagement which was higher than that which other online newspapers can boast. Detail of negative sentiment INFLUENCERS Top emotions found in these two articles
  • 53. II.h Who are the influencers? On & off-the-pitch conversations –
  • 54. TOTTENHAM HOTSPUR – FACEBOOK PROFILE A lot of the activity was made by the audience Content appreciation was very high: Facebook likes during the match and immediately after can be counted by the thousands INFLUENCERS
  • 55. TOTTENHAM HOTSPUR – FACEBOOK PROFILE Audience peaks coincide with the busiest sports hours And so does the owner’s activity INFLUENCERS The content people like to share on Facebook consists mainly of pictures and text.
  • 56. TOTTENHAM HOTSPUR – FACEBOOK PROFILE Hotspurs’ fans talked a lot about Aguero and other players belonging to the opponent team. INFLUENCERS Here are the emotions the match stirred in HotSpurs’ fans. Not surprisingly, they were sort of unhappy with the result. Sentiment shared on the official Facebook page during the event
  • 57. TOTTENHAM HOTSPUR – FACEBOOK PROFILE A hands-on view of negative sentiment towards the Spurs, as expressed on their Facebook page during the match. INFLUENCERS
  • 58. II.i Buzz (all media types)
  • 59. BUZZ WORLDWIDE VIEWON REACHAND ENGAGEMENT FOR DIFFERENT TOPICS VIEWON REACHAND ENGAGEMENT FOR DIFFERENT TOPICS IN THE UK
  • 60. BUZZ BUZZ ON ALLMEDIA FOR THE MATCH (ON AND OFF THE PITCH) The interest in the UK mirrors almost perfectly the one found on a global scale. Total buzz worldwide. It refers to the total amount of hype generated by the topic analysed. The percentage is referred to the rise in results with respect to the six hours prior to the match. Total buzz in the UK
  • 61. Total engagement in the UK Total engagement in the rest of the world BUZZ Surprisingly, in this case the figures related to the UK aren’t set in the shade by those of the rest of the world. In the UK the match had a really big follow.
  • 62. Total buzz in the UK Comparing the Buzz in the UK with the rest of the world, they follow the same curve time-wise Total engagement in the UK BUZZ BUZZ ON ALLMEDIA FOR MAN CITY (ON AND OFF THE PITCH) Total buzz in the rest of the world Total engagement in the rest of the world Comparing the engagement, we can see that people in the UK reacted to way more situations while we find one peak in the rest of the world
  • 63. BUZZ BUZZ ON ALLMEDIA FOR TOTTENHAM (ON AND OFF THE PITCH) Total buzz in the UK Total engagement in the UK Total buzz worldwide Total engagement worldwide The engagement during the game for the UK is more consistent with the timing of the event with respect to the rest of the world. This may tell us that the Brits just followed the game more attentively and wanted to share their views in real time, or even check for what pundits had to say, as the following slides will show.
  • 64. II.j How to tackle a player
  • 65. The players the audience focused on. Clearly Aguero is by far considered the man of the match, and he was quoted mainly on Twitter. HOW TO TACKLE A PLAYER What the net thinks about Aguero Positive impressions towards Aguero exceed negative emotions. Where they’re found in relation to him, they’re referred to the other team being, for example, incapable of doing something.
  • 66. WHOTALKEDMOSTABOUTAGUERO, AMONGTHOSEWHO COUNT: A VIEWON A HOW TO TACKLE A PLAYER Total buzz worldwide PUNDIT
  • 67. FINALLY, WHATAGUERO SAIDAND HOWIT WAS PERCEIVED BY THE NET HOW TO TACKLE A PLAYER Sentiment as expressed by his followers on his Twitter account. Thanks to his performance and to his wide follow on Twitter, Aguero’s tweets were well perceived online.
  • 68. The player tweeted in English and Spanish, his native language. Given his impressive follow on Twitter -7.5 million people-, his messages reached a lot of people and engaging with them came naturally. HOW TO TACKLE A PLAYER
  • 69. HOW TO TACKLE A PLAYER Interestingly, people starting engaging on Aguero’s Twitter account after the match, mainly in response to his own tweets. Top influencers on his Twitter profile, ranked by engagement. Can you spot any famous names?
  • 71. DEMOGRAPHICS AND GENDER In Europe, the game was by far discussed the most in the UK. In particular the referee was the most talked about in the UK. Maybe not surprisingly, more men than women talked about the game.
  • 73. FILTERS Filters enable you to add further restrictions to your topics. This can greatly help focus on one or more elements of the results. APPENDIX CALLINGA SPADE A SPADE ENGAGEM ENT The engagement of an article/post is the sum of actions made by others on that article/post. The engagement of a topic is the sum of the engagement of all articles/posts of the topic. ENGAGEMENT RATE Facebook Engagement Rate: ((Number of Likes + Number of Comments + Number of Shares by others) / Number of Fans) * 100 Twitter Engagement Rate: ((Number of Retweets by others) / Number of Follows) * 100 Engagement is calculated in the following ways: Blogs; News Sites; Forums: Number of Facebook Likes + Number of Comments on the article + Number of Shares on Facebook of the URL + Number of Tweets on Twitter of the URL Facebook: Sum of shares, likes and comments Twitter: Number of Retweets MEDIA TYPE Media in which the article/post was published. Media types can be news (and its sub categories), blogs, forums, social media networks, …
  • 74. REACH The reach of an article/post represents the number of people who were reached by this article/post. Note that the views only get set to a proper value if the host of the URL is either a domain (like theguardian.com) or if it is a domain with a well-known 3rd-level-subdomain in front (mainly applies to www, e.g. www.theguardian.com). Reach is set to 0 for other hosts, i.e. hosts with other 3rd-level-subdomains, like on foobar.blogspot.com, as using the Alexa views of the domain would assign much too high reach to mere sub-hosts otherwise. Reach is calculated in the ways: Blogs; News Sites; Forums: Number of Page Views Facebook: The Number of Fans of the Page (Note: Only available for public pages) Twitter: The number of Followers of the author SENTIMENSeTntiment that is associated with an article/post. As default, a generic sentiment analysis is being calculated for each result based on our own sentiment analysis. All articles/posts are then attributed a positive, neutral or negative sentiment. TOPIC A topic contains the keywords and phrases you wish to search for within posts and articles, in the form of search queries. The first topic is usually your brand and subsequent topics are typically competitor brands. APPENDIX
  • 75. Alvise De Nardi Account manager for IT, ES and LATAM Email: alvise@talkwalker.com Telephone: +352 203 335 3924