Danni's Blog

Review on Social Media Monitor Project Part 1 In the first part of our mid-term project, we talked about Overwatch's Lunar New Year Campaign. To catch up the hotspot of Lunar New Year, Overwatch updated the game in many aspects like their maps, skins, and rewards. At the same time, they also led discussions on social media (Facebook and Twitter) about the game. To evaluate the campaign, we used Google Trends and Social Mention and got the data as follows. From the data, we can learn that Overwatch successfully created a trend on social media after they launched the campaign. At the same time, the campaign brought Overwatch both positive and negative feedbacks. But in general, positive ones were over negative ones. Data Tracking Google Trends: After reviewing the part 1, let's have a look at what happened to Overwatch after the campaign ended. As you can see in the following picture, in last month, the trend of Overwatch on web search gradually became smooth after...

What’s the most important holiday in February? In many western countries, the answer is Valentine's day. However, if you ask this question to your Chinese friends, their answer will be Lunar New Year (the Chinese New Year). Lunar New Year is the biggest festival of the entire year in China. Many Asian countries like South Korea, Thailand, and Singapore also celebrate this festival. For many companies, Lunar New Year is a great chance to develop more consumers in Asia and to build a positive brand reputation among the groundswell. Today, we are going to talk about Overwatch and its 2018 Lunar New Year Campaign. Before we start the analysis of Overwatch’s performance on social media, let’s learn some background information about the company and its social media platforms. Brief introduction of Overwatch Overwatch is a team-based multiplayer online shooter video game. It was developed and published by Blizzard Entertainment in May 2016 . The game quickly became popular all over ...

If you were in Hangzhou, China, on March 20th, 2017, when you were waiting for a subway train, you might come across a special train decorated with posters of comments from NetEase Music. That was a campaign started by NetEase music— a music and video streaming platform in China . Two days after NetEase Music launched the special train, the campaign became the hottest topic on China’s social media. How successful was it? Let’s see some data. According to  WeChat Index , the keyword “NetEase Music” has a sharp increase on March 20th and reaches a peak on March 23th. The data indicates that during that period, a large number of users on WeChat were discussing NetEase Music. From Baidu Index , we can also find that during the campaign (from March 20th to March 27th), the searching of “NetEase Music” is more than before. The success of this campaign on social media not only attracts more users for NetEase Music but also benefits the financial state of the company. In the boo...