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Image: Nevada tumbleweed
The Impact on his sponsors.
A look back and today
Scan of social media conversations
• Gender Differences • Brands • Today
• Peak of Scandal • One month later
A quick recap
Tiger’s Scandal: Tiger Woods mentions by day
Search Results by Day
1800 1600 1400 1200 1000 800 600 400 200 0
12/8: Tiger’s mother in law rushed into hospital
12/3: Conversations increased after the day Tiger issued his public statement
Total:19082 (11/21/2009 - 12/18/2009)
• Total result: 19,082 • Spike day: December 03rd, 2009 • Most mentions in: California and Washington
Where did the conversations occur?
6000 5000 4000 3000 2367 1720 1499 952 183 5378
1000 0 Microblog Mainstream Blog Video/Photo Message Sharing Board/Forum
Total of all 19082 SOCIAL MEDIA TYPE
Microblog: 37% Mainstream: 28% Blog: 12% Video/photo sharing: 9% Forum: 8% Wiki and social network: 6%
Twitter is the leading share of voice, however, ~80% of tweets are links to videos, blogs or mainstream news. Twitter being used more to spread news
Sample comments and sentiment
i look up to tiger woods now... cuz he's the man (YungRayDaGod) : “By cheating on his wife, especially in such a disgusting and complete way, Tiger has utterly spoiled the last sport that had generally been considered a sport of gentlemen (and gentle women, of course). After all, cheaters are cheaters.
Well, at least Tiger has begun telling the truth, after a week of stonewalling!
Twitter sentiment for Tiger Woods
“He is sorry, that is it? I don't care who you are, you don't cheat neutral on your spouse, and just say sorry. That is too easy. Committing adultery is the ultimate betrayal. I don't care who you are. No one takes their vows serious anymore.” Tiger Woods is the first person in history to run his car into a hydrant and set himself on fire (BlakeBeus)
negative 4% 29% positive
Strongly negative sentiment – even the positives are suspect.
A porn film is being made about Tiger Woods' recent transgressions entitled Tiger's Wood. Porn companies = the underrated kings of satire. - (mouzone)
Top Forums: CBS Sport Forum - Golf
20 combined Polls Sentiment
20 polls about Tiger Woods Affair, mainly about his performance for next season and predicting his family situation. More Negative votes than Positive
Poll Title "I am still a friend, Tiger!" “Your opinion of Tiger Woods?” “Tiger's 2010 Golfing Performance/Competitiveness” “Tiger's "transgression" impact” Votes 40 51 2 52 POS 25% 38% 0% 42% NEG 68% 55% 100% 58% NEU 8% 8% 0% 0%
: “…I am still your friend, Tiger, because of what you have done for golf, for the whole sporting industry, for the whole golf and sports fraternity, for a good decade!
“ACCENTURE Drpos Tiger Woods...!!!!!”
“Tiger cheated ____ times” “If TIGER's trysts FATHER any CHILDREN...will Elin”
“Tiger probably will surpass Jack's 18 majors and Sam Snead's 82 PGA Tour wins, but until he grows up and displays the sportsmanship expected of a true golfer, Jack will still be the greatest golfer of all time.”
YouTube: Voicemail leaked
Total videos related: 156 Total comments: 7,157 Total views: 3,362,185
Most viewed video: Tiger Woods Voicemail Slow Jam Remix http://www.youtube.com/watch?v=OEko maBTppY by halfdaytoday (1,235,221 views – 2017 comments) “Voicemail” videos comments Sentiment
Hey back off why don't you guys leave Tiger alone . He is the best athlete in the world . Very calm on the court and doesn't disrespect his opponents. (spades57) “Not only have I lost respect for tiger because of his lack of moral guidelines, but I have also come to the realization that he really isn't that great of a golfer.
Most viewed YouTube video
Most viewed video is actually not from the U.S. PR efforts should be international Total videos related: 28 Total comments: 1,660 Total views: 3,111,170 Most viewed video:
【蘋果動新聞】伍茲深夜撞車 老婆破窗救夫 疑點重重
http://www.youtube.com/watch?v=7i5FlC1MpkE by ma19kuso (2,337,534 views – 787 comments)
He's a great golfer but I don't care for him as a person. I'd rather have someone with some class and professionalism be considered the best at something, not someone known for his infidelities. He's become an embarrassment to the sport of golf, rather than a good ambassador that everyone thought he was. Tiger islittle rude elitist punk. He a deserves what he got…I have no respect for the billionaire punk who needs to grow up. I hope Nike and others dump him. I won't buy their products
Taiwanese animation videos Comments Sentiment
Pos Neg 4% 17% Neu
Gender Sentiment: Elin hitting Tiger
Sentiment on the topic of Elin hitting Tiger
Neutral 9% Negative 9% Positive
From 1,143 opinions
Neutral Negative Positive
Although negatives = positives for both genders, Women definitely have an opinion on this subject. However, most men are neutral.
Gender Sentiment: Media
What do people think of all the attention? Who is more tired of Tiger news?
Tired of news
Tired but still concerned
Media/Public has the right to know
Among the 19% who are really tired of the news, male authors significantly outnumber female ones.
Tiger Woods’ sponsors
Tiger Woods' brands conversations
Tag heuer 6% Gillette 21% Nike 29%
Tiger Woods w/Nike Sentiment
Positive Negative Neutral
Total of 2,003 conversations talking about Tiger and his sponsors
•Conversations about Tag Heuer, Gillette and Accenture only grew after the companies made their own official statements •The story is different for Gatorade and Nike. These brands are mentioned as soon as the news about Tiger appeared. Many of the conversations use the brand’s slogans “Just do it” and “Is it in you?” to make jokes about the story.
•Elin using a non-Nike forged iron to hit Tiger caused even more jokes about Nike.
Image: David (standout))
Comparison of Brand mentions
At&t Gatorade Gillette Tag heuer Accenture
1% 21% 0% 6%
0% 3% 0% 14% 22%
8% 29% 0% 10% 20% 1/1 - 14/1 30% 11/21 - 12/18 40% 50% 60%
Brand mentions changing over time. Electronic Arts recently put out a survey on what customers thought about Tiger Woods.
Tiger Woods and Nike
Nike Sentiment 11/21 - 12/18 Nike Sentiment 1/1 – 1/14
Pos 10% Neg 25% Neu 65% Neg 38%
Nike mentions have decreased significantly, however, opinionated conversations are growing. From 11/21 -12/18: 29% of conversations talked about Tiger Woods and Nike From 1/1 – 1/14: Only 8% of conversations talking about Tiger Woods and Nike
Twitter Sentiment…Then and now?
Twitter Sentiment 11/21 - 12/18
Twitter Sentiment 1/1 – 1/14
Neg 67% Neg 71%
One month later, still highly negative. However, the percentage of positive tweets increased due to Russell Simmons tweeting about Tiger Woods donating to Haiti relief efforts. However, this news also caused an increase in negative mentions as many people doubted (and snubbed) Tiger’s intentions.
Although it’s been one month since the story broke, public sentiment is still strongly negative.
Former sponsors that have distanced themselves have returned to prior brand sentiments.
It will take quite a while for Tiger to repair his image.
Brands that continue to associate with Tiger still have an unusually high negative sentiment.
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