Kansas City Royals NUVI Analysis

MKT 331.01
Dr. Beggs

Group 4: Erin Myatt, Jenna Durante, Megan Pisani,

Kathleen Ackerman, Sydney Early
1. Introduction
NUVI is a real-time social intelligence software. It takes unlimited social data from social
networks and turns that data into clean dashboards to keep track of followers, engagement,
impressions and demographics. NUVI provides interactive, accurate, and detailed PDF reports
that are easy to share. This report analyzes 3,856 social mentions including the keywords Kansas
City Royals and Royals baseball between August 20th at 11:00 am (Central Daylight Time) and
September 22nd at 11:00 am (Central Daylight Time). The statistics from this NUVI report
consisted of data that is 100% generated from Twitter. The highest number of mentions
originated from Missouri, Kansas and Nebraska. This analysis dives deeper into these mentions
through positive and negative sentiment of spikes and why there are spikes, conversions and
word bursts, the viral co-efficient and spread, who is sharing positive vs. negative mentions, and
finally the source of all of the data that was collected by NUVI.

2. Analysis
A. Positive and Negative Sentiment
Referring to page 3 of the report, 34% of mentions were positive, 2% were negative and
65% were neutral. NUVI deciphers the mentions with emotions that are often misconstrued in
their system. For example, in baseball, the word crushed and destroyed can be a positive
mention. However, NUVIs system automatically categorizes it as a negative mention. To fix
this, we went through and manually interpreted the mentions to make sure they have not been
miscoded and to change the ones that had been miscoded. However, it is possible that we still
might have missed a few. These words could also have been used negatively.
Overall, it is a good sign for the Royals that only 2% of mentions were negative. What
could be seen as a bit concerning is that the majority of mentions were neutral. However, in
baseball, we do not see this as an issue. During game time, there are many tweets that are simply
just posting updates on the game, statistics, and so on. NUVI defines those tweets as neutral. It is
helpful keep these tweets at neutral because we know that the high frequency of game updates
and statistics overwhelms the rest of the amount of tweets in progress, positive or negative.
Having those tweets remain neutral helps us better highlight the positive ones. If all neutral
tweets were changed to positive, it would be impossible to define which ones were facts and
which ones were actually posted with a positive emotion.
The most frequently used positive emotions were win, praying mantis, celebrating, won
and play better baseball. The most frequently used negative emotions were bad season, praying,
just destroyed, lost and crushed. At the bottom of page 3 of the report, we can see who is sharing
the highest number of mentions of positive and negative sentiment. The Kansas City Royals and
Kansas City Now are the top two Twitter handles sharing the most positive sentiment. This
makes sense because they are only attributing positive thoughts about their team. Breaking KC
News and Mass Appeal News shared the most negative mentions. Kansas City Royals is also in
the top negative mentions, which wouldnt make sense. We can correlate this back to the issue
with NUVI misconstruing certain emotions, such as crushed.

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B. Spikes in Mentions
After looking at the sentiments over the time period of August 20th- September 22nd,
there were 3 specific spikes of mentions that we felt were necessary to look into. We wanted to
see what really brought upon this influx of mentions and how The Royals could react to this if
similar events occurred in the future.
August 23rd was the very first spike of positive mentions in the time period we were
analyzing. After looking through the stream of mentions we found that The Royals had won their
game against the Marlins, putting them with the best record in the league. Obviously this was a
key reason as to why there were so many mentions because it was such an important time for the
team. A numerous amount of the mentions also had to do with the rally mantis and people
tweeted this as somewhat of a joke because they believed it was the reason for the team's
success. This was great publicity for the team and gave people something to talk about and get
excited about no matter how the team is doing. If the Royals can keep having something to talk
about no matter what the outcome of the game is, we believe this would keep the mentions high.
On August 28th there was a second spike of positive mentions when the Royals played
against the Red Sox. What made people interact with this game were the 8 runs that came out of
the 6th inning. This was a huge come back for the team and was recognized by the MLB. With
the game finishing at 10-4, Royals. This win brought a great number of positive interaction from
fans and sports critics with the talks of the probability the team makes it to the playoffs. There
were many retweets about this similar topic, which would be perfect for the Royals to interact off
of to show they have a connected with their fans.
One of the last spikes we analyzed was on September 14th, which had only 6 negative
sentiments. This came from the team losing and one of the players (Joakim Soria) letting up a
great deal of runs. Many of the interactions had to do with the future of Soria because of
struggles he has had during the season. There is not much that the Royals social accounts can do
to counteract this, except for filling the feed with more positive tweets.

C. Conversations and Word Bursts

NUVI tracks the top words that are mentioned in a conversation. During this report that
was run, there were 2,823 mentions across 606 major categories. Of those mentions there were
1,952 unique mentions. This means that there were 1,952 different words mentioned, none of
them like another. Some were mentioned more than once which why there is a total of 2,823
mentions.
The top phrase, with 767 mentions, was americas favorite team. This took up 27.2% of
all of the mentions. This phrase having the top mentions is interesting because, at first glance, it
look as though this phrase has nothing to do with the KC Royals. However, after more
investigation, we discovered that americas favorite team was a Twitter contest that encouraged
fans to retweet or favorite tweets with their favorite team in it. The KC Royals fans retweeted
and favorited more than any other fans, which made the KC Royals this years favorite team.

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 The bottom phrase, with 38 mentions, is nt royal. This took up 1.4% of all of the
mentions. This phrase poses an issue because the phrase has no meaning. By looking at the
phrase, you cant determine what the context behind the messages that used this phrase mean.
The phrases in between the top and bottom phrases are: royal, baseball, kansas city royal,
and kansas city. All of this information can be found on page 7 of the report.
All other phrases in the word burst are self-explanatory and easy to understand why they
were used so often. They are: royal, baseball, kansas city royal, and kansas city. It
should not be surprising that these were used because they all have to do with the KC Royals and
the game of baseball. It would be surprising if these werent included in the word burst.

D. Viral co-efficient and spread

The viral coefficient is stated as 1.1 throughout the report and is considered to be
extremely viral. In order to determine the viral coefficient, one must divide spread of mentions
by reach. The total spread of additional people via retweets and shares in between the time frame
of August 20 to September 22, as expressed on page 1 of the report, is 2,017,951. The mentions
reached a total of 1,768,851 people. It is considered to be extremely viral because the total
spread is greater than the total reach, thus making it a positive 1.1 viral coefficient.

According to page 2 of the report and featured below, the most reached mention occurred
on September 19 at 7pm with 638,652 total followers. The most reached mention was originally

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posted by the Kansas City Royals official Twitter account. The post with the most spread
occurred on September 11 at 1:30pm, originally posted from the official Twitter account of the
Kansas City Royals account, and spread to 3,440,408 additional people, outside of their 638,652
original followers.

E. Missouri, Kansas, and Nebraska Had Most Mentions Per Capita

The 3 states with the most mentions per capita were Missouri, Kansas, and Nebraska.
This ultimately means these states have a greater average of people who are Kansas City Royal
Twitter followers compared to the other 47 states. The news that Nebraska has one of the highest
number of mentions for the Kansas City Royals came as a surprise because the state itself is
further away from Kansas City than the states of Missouri and Kansas. Kansas City is split
between Missouri and Kansas. Therefore, it makes sense as to why Missouri and Kansas have the
highest number of mentions. Nebraska, however, although further away from Kansas City than
the other two states, is still a neighboring state. The state of Nebraska does not have a major
league baseball team and therefore has a large following of Kansas City Royals fans due to being
relatively close in proximity.
When describing the total volume of mentions by state and volume per capita, Missouri
holds 65% of the conversations originally posted, which is made up of 2,524 mentions. Kansas
comes in second place with 968 mentions, which is approximately 25% of the original
conversations. Nebraska has the lowest orginal mentions of 194, which is equal to 5%. The
remaining 5% comes from other states that have been geo-tagged according to location or
associated with a persons bio location.

F. Source of Data Gathered for NUVI

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 The data from this NUVI report consisted of 3,856 mentions, of which 100% were
generated from the social media platform called Twitter. These details can be found on page 2 of
the report as well as in Figure 2 shown below.
Figure 2

It is common for social media outlets to conduct their own version of analytics. This is
why companies such as Facebook were not included when compiling data. Given that Facebook
prefers to provide its own analytics, this eliminates the information that NUVI is able to obtain
from this company. Therefore, Twitter is the only source that NUVI was able to pull data from
for this monitor. Although this may be seen as a hindrance, we see it as an advantage. Twitter
tends to be a social media platform that is heavily utilized by sports fans and teams to express
their excitement about the game, statistics about a player, and most importantly, their opinion
about the team. Twitter is also where most millennials post about the things they are interested
in, which was a positive thing for us because it gave us good insight into millennial views on the
KC Royals. With the guarantee that 100% of NUVIs information was gathered from Twitter, we
were able to develop a better understanding of the type of Kansas City Royals information that
was shared on this social media.
Along with Twitter, NUVI also uses Klout as a source of data. NUVI uses a modified
Klout score as a measure of influence. Influence is the response that tweets, or any social media
post, gets after it has been posted. In this case, influence would be how many likes, retweets, or
replies a tweet that relates to the KC Royals gets. The more influential a twitter account is, the
higher the Klout score it has. NUVI uses the Klout score, whether it be high or low, to help
determine what the reach and spread of a tweet are.

3. Conclusion
Overall, the NUVI report for the Kansas City Royals is aimed to make it easier to gain
insight on whats being said about the team. This report shows the Twitter activity surrounding
the Royals and analyzes exactly what is meant behind that activity. We found positive, negative
and neutral activity that allowed us to determine what events lead to spikes in mentions as well
as how the KC Royals can use these spikes to their advantage in the future. During our monitor
there was 1,768,851 people that the Tweets reached. Of those mentions, the most mentions per
capita were in Missouri, Kansas, and Nebraska. Everything that was gathered during this monitor
has enabled us to gain a better understanding of how this team is being perceived in the general
public and more importantly in the eyes of millennials.