THE STATE OF VINEGAR, ONLINE

[Pages:18]THE STATE OF VINEGAR, ONLINE

A look at how stakeholders think about, talk about and gather information about vinegar using digital and social media.

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OVERVIEW

Kellen has conducted an initial analysis of online conversations and activity to understand attitudes and behaviors with respect to vinegar.

Kellen was able to identify over 5.4 Million online conversations resulting in over 30 Billion estimated impressions and over 26 Million search queries relevant to vinegar from Feb 2013 through Jan 2015.

The results are a reflection of the attitudes and behaviors of consumers.

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TERMINOLOGY

Term

Topic

Definition

Cluster of keywords, filters and context terms that define the set of conversations being examined

Mention

Single, unique, non-spam instance of a user mentioning a topic

Impressions

Estimated number of users who saw posts mentioning a topic

Net Sentiment

Percentage of positive mentions divided by negative mentions of a topic

Passion Intensity

1 to 100 score of how strong the sentiment being expressed is (i.e. "like" vs. "love")

? 2015 Kellen, Inc. & The Vinegar Institute

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GEOGRAPHY OF CONVERSATION

5%

64% ................
................

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