1. Solariat Social Intention Analysis
Fitness industry use case:
Identifying consumer needs, wants,
likes, problems, considerations and
asks

2. Methodology
• Solariat monitored the Twitter Open Stream for
~24 hours
• We analyzed a selection of fitness topics including:
– gym membership
– personal trainer
– Zumba
– Aerobics
– kick boxing
• Solariat identified posts where both a selected
topic and intention type were present
– Intention types include: needs/wants, asks, likes,
problems, check-ins, consideration

3. Post volumes
Solariat identified almost 20k posts containing the selected
topics in the 24 period. ~10% of the posts contained intention

4. Hot Intention Topics
These were the most frequently occurring intention
topic terms

5. Top Needs
The top “needs” identified were “personal trainer”
(245 = 48% of needs), “gym memberships” (155 = 31% of
needs) and “trainer” (53 = 10% of needs)

6. Sample “needs” posts
Personal trainer need
Gym membership need
Zumba class need

7. Top Asks
The top “asks” identified were for a “personal trainer”
(39 = 35% of asks), “Zumba” (32 = 28% of asks) and
“gym membership” (21 = 19% of needs)

8. Sample “asks” posts
Personal trainer ask
Zumba ask
Gym membership ask

9. Top Likes
The top “likes” identified were for a “Zumba”
(65 = 53% of likes), “Zumba class” (25 = 20% of likes) and
personal trainer (16 = 13% of likes)

10. Sample “likes” posts
Zumba like
Zumba class like
Personal trainer like

11. Sample engagement responses

12. Summary
• There is a lot of intention present in
Twitter around fitness topics
• This is one day of data, but trend analysis
will provide insight into important
demand signals
– Trending Intention types & topics
• Effective engagement with helpful,
relevant and entertaining content will
lead to social sharing

13. Solariat Use Cases
• Topic Monitoring – monitor social networks for specific topics and
intention types e.g. needs/wants around a specific product/service
category
• Audience Monitoring – monitor specific audiences e.g. @brand’s
followers & fans, competition, etc. for insights into the needs,
wants, likes, dislikes of a brand’s audience
• Content marketing optimization – leverage consumer intention
profiles to inform content marketing strategies
• Traffic acquisition – drive consumers seeking specific information to
helpful content (Q&A, tech support, product reviews, social
communities, etc.)
• Lead generation – respond to opportunities for your (or your
competition’s) products & services
• Customer support – respond in real-time to problems related
to your products & services
• Social SEO – boost your content in search by
effectively engaging in social

14. Contact Solariat
info@solariat.com
(800) 720-4503