4. IS IT ALL BAD NEWS FOR JOHN TERRY?
LOOKING AT SENTIMENT
ACROSS DIFFERENT SOCIAL
MEDIA
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5. JOHN TERRY IS GETTING COVERAGE IN ALL SOCIAL MEDIA CHANNELS
VOLUME OF POSTS BY CHANNEL SENTIMENT BY CHANNEL
Video/Photo
Forums
sharing Social Network OVERALL SENTIMENT METRICS
Blogs 2% 1% 5% CHANNEL
4% positive neutral negative
Mainstream
12%
TWITTER 15% 17% 69%
Microblog FORUM 34% 22% 44%
76%
BLOGS 19% 53% 28%
It is not ALL bad for Terry – at least from a channel perspective.
YOU TUBE 18% 22% 60%
If you are looking for the upside, blogs and forums are the least negative
channels. These are also the channels where points are argued and
thought out and opinions are made. On balance , they are sharing
balanced opinions and neutral views rather than assassinating Terry’s SENTIMENT BY CHANNEL
character. The real bloggers have left that to the tweeters.
Although Twitter and other microblogs account for over two thirds of posts
and sentiment is negative, twitter posts are of the moment, short lived and
as you will see later, can shift quickly and dramatically.
Video may not a major channel but as anyone who has spent any time on
the football terraces will know, football fan’s chanting can be very cruel
indeed. Their user generated videos are no more merciful. The most
viewed John Terry You Tube video is a parody of Michael Jackson’s Beat It,
to the refrain of He Cheated. To date, it has received over 46,000 views
since its first posting on Jan 30th.
http://www.youtube.com/watch?v=1kou5mgu7XM
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6. NOT ONLY IS HE GETTING COVERAGE, BUT IT IS FOCUSED ON FOOTBALL
VOLUME OF SOCIAL MEDIA POSTS
BY TOPIC (28th Jan – 2nd Feb) • The publicity around John
Terry’s private life
undoubtedly started the
1200 social media fire.
1000 • But in only 8 days, his strong
800 performance on the field and
his undeniable sporting skills
600 have meant that the
400
conversation has quickly
moved from Terry the
200 philanderer back to Terry the
0
footballer.
John Terry John Terry John Terry John Terry • Footballer 1 – 0 Philanderer
as and and affair
England Chelsea football
Captain
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7. CAN BEING A HERO ON THE FOOTBALL
FIELD MAKE UP FOR BEING A VILLAIN
OFF THE FIELD?
LOOKING THROUGH THE
TWITTER LENS
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8. WHAT A DIFFERENCE A DAY MAKES WHEN YOU ARE JOHN TERRY
Terry scores the
winning goal in Brand Terry • Only time will tell but early
Chelsea’s 2-1 victory stays in the indications are that people want
Terry is not big over Burnley news for the to forgive John Terry because
news on social right reasons: he is a great footballer.
media - 1-5 posts The first of 29 videos a footballer
per day in the lead The news story about John Terry is trying to sort • Terry’s goal against Burnley
up to the story breaks published on You Tube out his life gave fans and social
3800 commentators an opportunity to
change the conversation from
Terry the philanderer to Terry
3300 the footballer
• This switch in content drove a
2800 switch in sentiment :
forgiveness and empathy
2300 emerged.
FROM ……
1800
John Terry has
done a ‘Tiger ……TO
1300 Woods', only its
more serious
I hope Terry will
Focus on coz it involves
800 Focus on philandering be able to cope
football = his ex team
= negative sentiment with his family
improving mate Wayne
problem & idiotic
sentiment Bridge
300 tabloids. To me
he still is the best
football player.
0
-200 25th Jan 26th Jan 27th Jan 28th Jan 29th Jan 30th Jan 31st Jan 1st Feb
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9. FACT: SCORING ON THE FIELD WINS YOU MORE FANS THAN SCORING OFF THE FIELD
Twitter posts to #teamterry and #teambridge • #Teambridge and #teamterry
between Jan 30th and Feb 1st kicked off on the 29th when
the story broke. Both brands
fans ran head to head until
‘The Goal’.
• Between the 30th of January
and the 1st of February,
supportive posts for John
Terry outstripped support for
Wayne Bridge 3 to 1.
• If this was a game of twitter
top trumps: football skill
190
600 tweets trumps philandering intrigue
tweets which in turn definitely
#teambridge trumps Bridge’s cuckold
status.
#teamterry
• Footballer 2 – 0 Philanderer
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10. HAS JOHN TERRY ALIENATED GENUINE
FOOTBALL FANS?
ANALYSIS OF POSTS IN KEY FAN
FORUMS
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