1. 1 The Tale of the Ale

2. 2 Topic Total Pages DomainsDate RangePages/Day Boulevard Brewing Co.4148107710/6/11 – 1/24/1246 Chocolate Ale18732801/24/12 – 2/9/2012144 213% Increase in daily Volume Spiral16 began monitoring for Boulevard about 6 months ago, in October of 2011. From October 6 to Jan 24, we ran one set of queries that included “Boulevard Brewery,” “Boulevard Brewing Company,” “Smokestack Series,” and “@Boulevard_Beer.” These queries returned 4,148 results during this time period. On Jan 24, we started another set of queries that were specifically listening for “Chocolate Ale.” As of Feb 9 (16 days), that data set grew to over 1,800 results. Quick Overview

3. 3 Increase in online traffic AND in Boulevard’s stress level Chocolate Ale Volume Boulevard Volume

4. 4 A quick look at the “site types” chart shows that Twitter accounts for the majority of Boulevard’s online presence, with nearly 60% of the total volume.

5. 5 Top Domains

6. 6 Topic Positive Pages Date RangePages/Day Boulevard Brewing Co.259910/6/11 – 1/24/1229 Chocolate Ale8561/24/12 – 2/9/201266 130% Increase in Volume Chocolate Ale: It was the best of times…

7. 7 [insert remainder of gratuitous Dickens line here] Topic Negative Pages Date RangePages/Day Boulevard Brewing Co. 228 10/6/11 – 1/24/123 Chocolate Ale 145 1/24/12 – 2/9/201211 Nearly 40% of negative pages for past six months came in this 16-day stretch! 345% Increase in Volume

8. 8 Topic Positive Pages Date RangePages/Day Boulevard Brewing Co.259910/6/11 – 1/24/1229 Chocolate Ale8561/24/12 – 2/9/201266 Topic Negative Pages Date RangePages/Day Boulevard Brewing Co. 228 10/6/11 – 1/24/123 Chocolate Ale 145 1/24/12 – 2/9/201211 345% Increase in Volume 130% Increase in Volume The natural tendency is to focus on the negative

9. 9 “It is much, much worse to receive bad news through the written word than by somebody simply telling you, and I’m sure you understand why. When somebody simply tells you bad news, you hear it once, and that’s the end of it. But when bad news is written down, whether in a letter or a newspaper or on your arm in felt tip pen, each time you read it, you feel as if you are receiving the bad news again and again.” ― Lemony Snicket, Horseradish: Bitter Truths You Can't Avoid Especially when the bad news is in writing!

10. 10 So which is it? Good news, or bad news?

11. 11 Half Empty: Change in Volume/Day The perception was Boulevard took 1 step forward, 3 steps back 345% 130%

12. 12 Half Full: Amount of Volume The reality was Boulevard took 6 steps forward, 1 step back Negative Sentiment

13. 13 Perception = Positive Positive sentiment on 9 out of 10 of the top “Influencers” (visible pages)

14. 14 In Our Opinion Opportunity!

15. 15 Reality? In Spiral16’s (data supported) opinion, in the “Tale of the Ale”, the glass is definitely half full!