Inspired by Iceland Social Media Monitoring Heartbeat October 11th, 2011 - November 30th, 2011.

Inspired by Iceland Social Media Monitoring Heartbeat October 11th, 2011 - November 30th, 2011

Inspired by Iceland Social Media Monitoring Heartbeat October 17th, 2011

Monitor current and potential buzz surrounding Inspired by Iceland; the new ad campaign; and Iceland related key phrases Focusing on Twitter, Facebook, Blog, News, Forum posts Measure sentiment surrounding Inspired by Iceland - both positive and negative Understand how to tighten monitoring for future campaign strategies Monitoring Objectives

Inspired by Iceland Mentions Between 11.10 and 17.10 This graph represents the activity between the period 11.10 and 17.10 for all mentions tagged under the phrase “Inspired by Iceland” Extremely high favourability rate

Inspired by Iceland Mentions Between 11.10 and 17.10 1,338 social media mentions since the new ad campaign was launched Blog and Twitter mentions most predominant 145 mentions via Twitter and 111 mentions via blogposts on 11th October (highest amount of mentions over the 11.10 - 17.10 period) Other peaks include: 99 mentions via blogposts on 14th October 70 mentions via Twitter on 16th October Both YouTube and Facebook are lacking in mentions in relation to the ‘Inspired by Iceland’ campaign. This is something to bear in mind

Inspired by Iceland Mentions Between 11.10 and 17.10 Most mentions in the U.S. and UK

Inspired by Iceland Sentiment Between 11.10 and 17.10

Most social media mentions were tagged with no sentiment (which is a good thing); 299 mentions were tagged as being positive; 27 mentions were tagged as being negative However, whilst monitoring negative mentions, we found that only one was related to the campaign, with the rest related to other similar key phrases For example, phrases related to a new advert for the UK supermarket chain Iceland. We have included filters to counteract non-related tags, but sometimes these slip through the algorithm

Inspired by Iceland Negative Twitter Mentions Between 11.10 and 17.10 The above tweet is the only negative mention we could find relating to the Inspired by Iceland campaign

Inspired by Iceland Positive Twitter Mentions Between 11.10 and 17.10 Here is an example of some of the positive Tweets related to Inspired by Iceland; with most in reference to the viral video, as well as one mentioning the Blue Lagoon live webcam

Inspired by Iceland Examples of Top Influencers Between 11.10 and 17.10 The Huffington Post is a top viral Influencer These are examples of positive Tweets that have been re-tweeted, influencing viral exposure

Conclusion 98% favourability, although it’s more like 99% due to the supermarket related mentions Twitter and blogposts predominant - need to work on pushing YouTube and Facebook channels Create tighter related phrases to eliminate any unwanted mentions

Inspired by Iceland Social Media Monitoring Heartbeat October 25th, 2011

Inspired by Iceland Mentions Between 19.10 and 25.10 2,034 social media mentions since 19.10 Blog and Twitter mentions most predominant, with Twitter being the preferred media overall 317 mentions via Twitter and 138 mentions via blogposts on 19th October (highest amount of mentions over the 19.10 - 25.10 period) Twitter mentions dropped considerably to 137 mentions on 21st October and has remained consistent since News mentions have been turbulent, starting with 47 on 19th October, rising to 74 on 21st, becoming non-existent 22nd and 23rd, then rising to 41 on 24th Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by Iceland’ campaign

Inspired by Iceland Mentions Between 19.10 and 25.10 Most mentions in the U.S. and UK

Most social media mentions were tagged with no sentiment (which is a good thing); 345 mentions were tagged as being positive; 65 mentions were tagged as being negative However, whilst monitoring negative mentions, we found that none of the mentions were related to the Inspired by Iceland ad campaign Similar to last week, most phrases related to a new advert for the UK supermarket chain Iceland. Although, some mentions were as a result of the phrase ‘Iceland’ being marked as negative, but hold no relation to the Inspired by Iceland campaign. See next slide

Inspired by Iceland Negative Sentiment Between 19.10 and 25.10 Both mention ‘Iceland’, with no real negative context, be were still marked as being negative Below is a Tweet mentioning the Iceland supermarket

Inspired by Iceland Positive Sentiment Between 19.10 and 25.10 Each mention is regarding the Inspired by Iceland promotional video

Inspired by Iceland Positive Sentiment Between 19.10 and 25.10 News and Blog mentions for the Ólafur Ragnar Grímsson Inspired by Iceland video

Inspired by Iceland Examples of Top Influencers Between 19.10 and 25.10 No direct influence from Inspired by Iceland. However, ‘time lapse’ video tagged under Inspired by Iceland is a great influencer

Comparisons Between 11.10 - 17.10 and 19.10 - 25.10 This week has seen an increase in mentions by around 48% compared to last week Within these mentions, there has also been a change in how select media are being used. See below: Mentions 11.10 - 17.1019.10 - 25.10 +/- Twitter30.9% 53% +22.1% News 16.2% 11%-5.2% Forum 8% 6.5%-1.5% Blog 37% 24.4% -12.6% YouTube 3.8% 2.5%-1.3% Facebook 3.8% 2.2% -1.6% Sentiment 11.10 - 17.10 19.10 - 25.10 +/- Positive22.3% 16.9%-5.4% Negative 2.0% 3.1%+1.1% None75.6% 79.8%+4.2%

Conclusion 97% favourability, although it’s more like 100% due to the supermarket related mentions and other Iceland related mentioned noted as being negative. No direct negative mentions - better than last week However, no Inspired by Iceland related content influencing, unlike previous week Twitter and blogposts predominant - need to work on pushing YouTube and Facebook channels Possible Twitter increase on 19th October due to popular ‘time lapse’ video being buzzed

Inspired by Iceland Social Media Monitoring Heartbeat November 3rd, 2011

Note: Due to back-end issues within our Heartbeat account, which were out of our control, there is a two day discrepancy, between 26th and 27th October, within the reporting

Inspired by Iceland Mentions Between 28.10 and 03.11 1,256 social media mentions since 28.10 Blog and Twitter mentions most predominant, with Twitter being the preferred media overall 129 mentions via Twitter on 1st November and 93 mentions via blogposts on 31st October (highest amount of mentions over the 28.10 - 03.11 period) Blogposts irregular, with either an increase or drop of around 20 mentions per day. Twitter dropped on 29th October, but increased dramatically from 30th October Both news mentions and forum mentions hit a peak on 28th October, but dropped considerably on 29th October Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by Iceland’ campaign

Inspired by Iceland Mentions Between 28.10 and 03.11 Most mentions in the U.S. and UK; however, Iceland is not far behind

Most social media mentions were tagged with no sentiment (which is a good thing); 277 mentions were tagged as being positive; 56 mentions were tagged as being negative However, whilst monitoring negative mentions, we could only find one related to the campaign Strangely, there were numerous forum mentions tagged under ‘Inspired by Iceland’ related to pharmaceuticals and viagra pills, which would explain the forum Increase. See next slide As per usual, there are numerous phrases related to a new advert for the UK supermarket chain Iceland

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11 Forum posts above tagged with ‘Inspired by Iceland’

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11 The above mention is in reference to the Ólafur Ragnar Grímsson Inspired by Iceland video, and is marked as being negative

Inspired by Iceland Negative Sentiment Between 28.10 and 03.11 The above is in reference to the new Bon Iver music video that was filmed in Iceland. Marked as being negative, but has no relevance to the Inspired by Iceland campaign Both Tweets mentioning the UK supermarket

Inspired by Iceland Positive Sentiment Between 28.10 and 03.11 Original campaign video Invitation campaigns Belgium

Inspired by Iceland Positive Sentiment Between 28.10 and 03.11 All related to ‘solo hiking’ video tagged under the ‘Inspired by Iceland’ phrase

Inspired by Iceland Examples of Top Influencers Between 28.10 and 03.11 No direct influence from Inspired by Iceland. However, ‘time lapse’ video and ‘solo hiking’ video tagged under Inspired by Iceland are great influencers

Comparisons Between 19.10 - 25.10 and 28.10 - 03.11 This week has seen a decrease in mentions by around 38.2% compared to last week Within these mentions, there has also been a change in how select media are being used. See below: Mentions 19.10 - 25.10 28.10 - 03.11 +/- Twitter 53% 46.4% -6.6% News 11% 7.2% -3.8% Forum 6.5% 7.2% +0.7% Blog24.4% 34% +9.6% YouTube 2.5% 2.7% +0.2% Facebook 2.2% 2.7% +0.5% Sentiment 19.10 - 25.10 28.10 - 03.11 +/- Positive 16.9% 22% +5.1% Negative 3.1% 4.4% +1.3% None 79.8% 73.4% -6.4%

Conclusion 96% favourability, although it’s more like 99% due to only one direct negative mention Overall mentions dropped by 778 (38.2%) since last week No Inspired by Iceland related content influencing, similar to last week Twitter and blogposts predominant - need to work on pushing YouTube and Facebook channels Possible Twitter increase due to the ‘solo hiking’ video being buzzed Put a block on strange phrases like ‘viagra’ and ‘pharmaceuticals’

Inspired by Iceland Social Media Monitoring Heartbeat November 8th, 2011

Inspired by Iceland Mentions Between 02.11 and 08.11 1,426 social media mentions since 02.11 Blog and Twitter mentions most predominant, with Twitter being the preferred media overall 115 mentions via Twitter on 2nd November and 75 mentions via blogposts on 4th October (highest amount of mentions over the 02.11 - 08.11 period) On the 5th November, all mentions decreased Huge increase overall in News mentions, by around 160%; with 95 mentions on the 4th November. However, news mentions decreased to 11 mentions on 6th November Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by Iceland’ campaign

Inspired by Iceland Mentions Between 02.10 and 08.11 Most mentions in the U.S. and UK. Iceland has decreased in mentions compared to last week

Most social media mentions were tagged with no sentiment (which is a good thing); 374 mentions were tagged as being positive; 77 mentions were tagged as being negative However, whilst monitoring negative mentions, we found that none of the mentions were related to the Inspired by Iceland ad campaign As per usual, most phrases related to a new advert for the UK supermarket chain Iceland. Although, some mentions were related to possible volcanic eruptions Different to last week, various neutral mentions were related to the Inspired by Iceland campaign, including what seems like positive mentions of the ’Pancakes with the President’ campaign

Inspired by Iceland Negative Sentiment Between 02.11 and 08.11 Blogpost referencing possible volcanic eruptions in Iceland; no relation to the Inspired by Iceland campaign

Inspired by Iceland Negative Sentiment Between 02.11 and 08.11 All talking about the Iceland supermarket ad campaign

Inspired by Iceland Positive Sentiment Between 02.11 and 08.11 All relating to the original Inspired by Iceland video

Inspired by Iceland Positive Sentiment Between 02.11 and 08.11 Mentioning the latest Bon Iver music video filmed in Iceland Related to ‘solo hiking’ video tagged as ‘Inspired by Iceland’; similar to last week

Inspired by Iceland Neutral Sentiment Between 02.11 and 08.11 News mentions linking to the ’Pancakes with the President’ campaign

Inspired by Iceland Neutral Sentiment Between 02.11 and 08.11 All relating to the original Inspired by Iceland video and campaign

Inspired by Iceland News Increase on 04.11 ePR distributed via MarketWire on 4th November. Then picked up by third party media, including finance.yahoo

Inspired by Iceland Examples of Top Influencers Between 02.11 and 08.11 No direct influence from Inspired by Iceland. However, ‘time lapse’ video and ‘solo hiking’ video tagged under Inspired by Iceland are great influencers

Comparisons Between 28.10 - 03.11 and 02.11 - 08.11 This week has seen an increase in mentions by around 13.5% compared to last week Within these mentions, there has also been a change in how select media are being used. See below: Mentions 28.10 - 03.11 02.11 - 08.11 +/- Twitter 46.4% 35.2% -23.7% News 7.2% 18.7% +160% Forum 7.2% 12.7% +76% Blog 34% 27% -20.5% YouTube 2.7% 3.2% +18.5% Facebook 2.7% 2.7% 0% Sentiment 28.10 - 03.11 02.11 - 08.11 +/- Positive 22% 26.1% +18.6% Negative 4.4% 5.3% +20.4% None 73.4% 68.5% -6.6%

Conclusion 95% favourability, although it’s more like 100% due to only one direct negative mention Overall mentions increased by 170 (13.5%) since last week No Inspired by Iceland related content influencing, similar to last week News increase due to ePR published on the 4th November on MarketWire - shows the social power of ePRs Twitter and blogposts predominant overall

Inspired by Iceland Mentions Between 09.11 and 15.11 This graph represents the activity between the period 09.11 and 15.11 for all mentions tagged under the phrase “Inspired by Iceland” Favourability rate dropped

Inspired by Iceland Mentions Between 09.11 and 15.11 2,725 social media mentions since 09.11 Blog and Twitter mentions most predominant, with Twitter being the preferred media overall Extreme rise in Twitter mentions on 13th November News, Blog and Forum mentions remained roughly the same in mentions to last week Both YouTube and Facebook are still lacking in mentions in relation to the ‘Inspired by Iceland’ campaign

Inspired by Iceland Mentions Between 09.11 and 15.11 Mentions in the UK increased, with 50% of mentions overall

Most social media mentions were tagged with no sentiment; 436 mentions were tagged as being positive; 223 mentions were tagged as being negative Having said that, these results don’t reflect the progress of the Inspired by Iceland campaign, due to the premiering of the new Christmas advert from the UK supermarket Iceland, which aired on 13th November Most Inspired by Iceland related search words conflict with search results for the Supermarket, which in turn, lose their value Other ‘buzzed’ videos tagged under ‘Inspired by Iceland’ still get mentions, like the ‘midnight sun’ video. Plus a few blog and news references to the campaign

Inspired by Iceland Negative Sentiment Between 09.11 and 15.11 All referencing a new Xmas advert for Iceland, the supermarket, Which premiered on UK television on 13th November

Inspired by Iceland Positive Sentiment Between 09.11 and 15.11 All related to the Inspired campaign

Inspired by Iceland Neutral Sentiment Between 09.11 and 15.11 Mentioning the ‘Midnight Sun’ video that was buzzed

Inspired by Iceland Neutral Sentiment Between 09.11 and 15.11 All related to the Iceland Advert in the UK

Inspired by Iceland Examples of Top Influencers Between 09.11 and 15.11 ‘Time lapse’ video tagged under Inspired by Iceland is still a great influencer Live Science talks about the campaign

Comparisons Between 02.11 - 08.11 and 09.11 - 15.11 This week has seen an increase in mentions by around 91% compared to last week Within these mentions, there has also been a change in how select media are being used. See below: Mentions 02.11 - 08.11 09.11 - 15.11 +/- Twitter35.2% 62.5% +77% News 18.7% 9.3% -50% Forum 12.7% 7.4% -41% Blog 27% 17.3% -36% YouTube 3.2% 2.1% +34.4% Facebook 2.7% 1.1%-59% Sentiment 02.11 - 08.11 09.11 - 15.11 +/- Positive 26.1% 16% -38.7% Negative 5.3% 8.1% +52.8% None 68.5% 75.8% +10.6%

Conclusion The main issue is that coverage related to Inspired by Iceland phrases, such as ‘Iceland Ad’, ‘Iceland Advert’, Iceland Campaign’, not only taint the results, but also show how much the Inspired campaign is being ignored online, especially in the UK There are very little negative results for the Inspired campaign, which is good. But more needs to be done to get people talking about the campaign socially

Inspired by Iceland Social Media Monitoring Summary Heartbeat October 11th - November 22nd, 2011

Nordic eMarketing has been monitoring Inspired by Iceland’s social media efforts via Heartbeat for 5 weeks to the date of this report There has been a total of 11,346 mentions over this 5 week period under the key phrase ‘Inspired by Iceland’ Overview

Total Social Media Mentions Overall amount of mentions have been inconsistent

Sentiment Rate Rapidly decreasing per week

What we have noticed Despite positive sentiment decreasing week by week, there is no reason to be alarmed. There are very few actual mentions regarding the campaign and its marketing efforts; however, this seems to be the general feeling for the ‘buzz’ surrounding the campaign There are a couple of obvious reasons why no one seems to be talking about Inspired by Iceland, or at least keeping some longevity: Iceland Supermarket adverts - ‘Iceland’, ‘Iceland advert’, ‘Iceland Ad Campaign’, are all key search phrases associated with both the Inspired campaign and the UK supermarket. This creates a large congestion in search and ‘buzz’ amongst these phrases. Unfortunately, key phrases for Inspired are getting lost within this traffic

For example, here are three selected mentions taken today in time order. As you can see there are two Tweets regarding the Iceland advert and only one talking about Inspired by Iceland. This seems to be the general consensus throughout - this of course should be the other way around

Shown is a peak in Tweets due to the premiering of the Iceland Christmas television advert. This is an example of how Inspired related content gets lost within this traffic

What we have noticed Videos and News articles related to Inspired by Iceland create the most ‘buzz’ in terms of social media mentioning, comments, feedback and re-tweeting ‘Midnight Sun Time Lapse’ Video - This was, and still is, an extremely popular video creating mass ‘buzz’:

What we have noticed ‘The same can be said for the ‘solo hiking in Iceland’ video:

What we have noticed The original Inspired by Iceland promotional video is still being talked about, which is extremely encouraging:

What we have noticed Another positive observation is the power of news and ePR distribution in order to generate ‘buzz’ Below you can see that an ePR was distributed via MarketWire on 4th November. This was then picked up by third-party media, including newsblaze.com. This will intern be shared between other news channels, as well as blogs and Twitter With added SEO, these articles could break through these competitive key phrases

What we have noticed Below are the main key phrases people are using and searching for in relation to the Inspired by Iceland campaign: As you can see, these could lead to a whole range of videos and news articles. For instance, ‘Iceland food’, ‘Iceland Christmas’, ‘Iceland Christmas food’, related topics that could break through the aforementioned search traffic

Suggested Procedures Despite regular activity via the Inspired by Iceland Twitter and Facebook accounts, this activity is easily forgotten - More buzzed videos need to be created, or at least attached with the Inspired by Iceland brand name Suggested videos - Christmas related videos informing viewers, and potential visitors what is a traditional Icelandic Christmas, with an SEO’d headline - NeM can help with SEO Create more ePR - More news related stories based on selected key phrases, as well as distributions for each video provided by Inspired by Iceland

Inspired by Iceland Mentions Between 23.11 and 30.11 This graph represents the activity between the period 23.11 and 30.11 for all mentions tagged under the phrase “Inspired by Iceland” Favourability rate dropped

Inspired by Iceland Mentions Between 23.11 and 30.11 3,397 social media mentions since 23.11 Twitter mentions most predominant, with 74.8% of total mentions Extreme rise in Twitter mentions on 23rd November, then decreased rapidly there after News, Blog and Forum mentions remained roughly the same in mentions to last week, with a slight increase in Facebook mentions

Inspired by Iceland Mentions Between 23.11 and 30.11 More mentions in the UK this week, over taking the U.S - first time since 11.10

Most social media mentions were tagged with no sentiment; 333 mentions were tagged as being positive; 336 mentions were tagged as being negative Like the previous weeks, these results don’t reflect the progress of the Inspired by Iceland campaign as we couldn’t find any negative mentions Most Inspired by Iceland related search words conflict with search results for the Supermarket, which in turn, lose their value Other ‘buzzed’ videos tagged under ‘Inspired by Iceland’ still get mentions, like the ‘Northern Lights’ video. Plus positive mentions related to Iceland

Inspired by Iceland Negative Sentiment Between 23.11 and 30.11 All referencing the Iceland supermarket advert

Inspired by Iceland Positive Sentiment Between 23.11 and 30.11 All related to the Inspired campaign

Inspired by Iceland Positive Sentiment Between 23.11 and 30.11 Talking about the ‘Northern Lights’ video

Inspired by Iceland Neutral Sentiment Between 23.11 and 30.11 Both mentioning Inspired by Iceland

Inspired by Iceland Examples of Top Influencers Between 23.11 and 30.11 These were the two top influencers. As you can see, both were talking about the Iceland supermarket ad

Comparisons Between 09.11 - 15.11 and 23.11 - 30.11 This week has seen an increase in mentions by around 91% compared to last week Within these mentions, there has also been a change in how select media are being used. See below: Mentions 09.11 - 15.11 23.11 - 30.11 +/- Twitter 62.5% 74.8% +17.9% News 9.3% 6.3% -38.5% Forum 7.4% 5.1% -36.8% Blog 17.3% 9.9% -54.4% YouTube 2.1% 1.5% -33.3% Facebook 1.1% 2.1% +62.5% Sentiment 09.11 - 15.11 23.11 - 30.11 +/- Positive 16% 9.8% -48% Negative 8.1% 9.8% +18.9% None 75.8% 80.3% +5.7%

Conclusion The main issue is that coverage related to Inspired by Iceland phrases, such as ‘Iceland Ad’, ‘Iceland Advert’, Iceland Campaign’, not only taint the results, but also show how much the Inspired campaign is being ignored online, especially in the UK There are very little negative results for the Inspired campaign, which is good. But more needs to be done to get people talking about the campaign socially

Thank you Nordic eMarketing

Inspired by Iceland Social Media Monitoring Heartbeat October 11th, 2011 - November 30th, 2011.

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Inspired by Iceland Social Media Monitoring Heartbeat October 11th, 2011 - November 30th, 2011.

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