ABC's "Marvel's Agents of S.H.I.E.L.D." - Season One

S.H.I.E.L.D. Strength

Analyzing Marvel’s Agents of S.H.I.E.L.D. from a social perspective.

With everyone in the known Whedonverse tuning in to the premiere of Agents of S.H.I.E.L.D. on Tuesday night, there were piles of Marvelous tweets just waiting to be analyzed, so, as is our nature, we grabbed our pickaxes and started digging for social gold.

(Ed. Note: You don’t need to have seen the show to find value in this post, but if you’re interested, you can read up on it here.)

Coulson

You didn’t need “Level 7” clearance to know that Agent Coulson was going to be a trend, given the series’ tie-in with The Avengers, and the fact that he was the focus of most of the promotional content for the show.  By taking a closer look at Coulson-related content, though, we’re able to get a better picture of what was fuelling the chatter.  From their effusive reaction to the news of his resurrection to his half-dozen Whedon-soaked quips that became trends, fans appear to have bonded with Coulson.  Generally, quotes, reactions to plot lines and other episode-specific social content are good signs of engagement, and S.H.I.E.L.D. had its fair share of tweetable zingers.  Of course, there are exceptions…

Lola

Despite not being too quotable, mostly due to the fact that it’s an inanimate object, Lola generated significant social buzz, even outranking Joss Whedon in our data set.  As charismatic as the ruby red flying convertible is, we’d expect that as the audience becomes more familiar with the human characters, they’d overtake Lola on the social charts.  After a while, if your audience is relating more to a car than your live characters, it could either mean you’ve made some questionable casting decisions, or that you’ve rebooted Knight Rider.

Geeks

On the whole, the most interesting finding from our social dig was the knowledge level of the fan base, not just about the Marvel franchise, but also Joss Whedon’s catalogue.

From prognostications about Michael Peterson’s possible connection to Luke Cage to the surprising wave of shout-outs to Shepherd Book, it was anything but a casual viewership.  The pilot was littered with crossover references to The Avengers and Iron Man 3, adding a kind of Easter egg layer to the show that fans seemed to eat up.  Though the dialogue was often so telegraphed that the characters may as well have just turned to the camera and winked, the effort to acknowledge the links to other Marvel properties and convince the cosplay crowd that the series is more than just a brand-extension cash-grab seemed appreciated.

As we’ve seen, Twitter isn’t always a soothsayer, but as long as the social data doesn’t need to be injected with sodium pentothal derivatives, it appears that people will be trusting their Tuesday nights to the Agents of S.H.I.E.L.D.

Machester Derby

Manchester Derby – Barclays Premier League

Monday night there was a highly anticipated clash between the two titans of the Barclays Premier League, Manchester United and Manchester City. Two clubs with two groups of passionate supporters, all in one city. The outcome of this match would also determine first ranked club in the league table.

CrowdRiff recorded 312,758 tweets during the match itself (including one hour before start time and one hour after full time). Other sources are reporting that there were 1 million tweets about the match, which is likely correct if you include all tweets sent throughout the day. The most popular moment of the match was the first (and only) goal scored by Kompany minutes before half time. This goal sent the audience into a tweeting frenzy, producing over 2,750 tweets/minute by the Manchester City fans alone (peaking at 97 tweets/second).

Manchester United vs Manchester City – Tweets by the minute!

Graph of twitter activity for the April 30, 2012 match between Manchester City and Manchester United

As we’ve seen many times before, the excitement was echoed on Twitter as well. While the Manchester derby was a popular on Twitter, it was still overshadowed by the Barcelona v Chelsea match a few days earlier which broke the Twitter World Record for Sports Tweets Per Second (13,684 tweets/second at its peak).

We have divided the tweets by club in the visualization above. The volume of tweets per minute for Manchester United shown in red and Manchester City in blue. These patterns indicate moments in the match when specific groups of fans are most vocal on Twitter.

Instagram deserves special mention here. The mobile photo sharing service (recently acquired by Facebook for $1B) was used to produce 25% of the photos from fans on Twitter. Our platform insights show that 60% of the fans were tweeting with their mobile photos and BlackBerry was the most popular device. 26% of the fans who tweeted during the match did so using a BlackBerry.

We think these mobile stats emphasize the overwhelming popularity of Instagram, and here’s why. Instagram is only available for iPhone and Android (as of recently). It is not available on BlackBerry. This means that although BlackBerry was the most prominent mobile device (at 26%) the iPhone and Android fans took enough photos using Instagram to claim 25% of the total photos shared on Twitter.

Overall, this was a perfect example of how football fans interact live on Twitter during a match. There are great opportunities to identify and engage with key fans based on these insights… and that’s what we do best.

Cheers,
Dan & the CrowdRiff Team

LA Kings vs Vancouver Kings 2012

13 752 Retweets. An NHL Twitter Record!

Wednesday night’s infamous Game 1 tweet from @LAKings has received over 13,000 retweets making it the most retweeted tweet in NHL history! The @vanCanucks are in second place with a top tweet of only 2400 retweets. The LAKings are leading the way on Twitter. We look forward to following the rest of the series!

LAKings vs VanCanucks Retweet Battle!

LAKings-tweet-Canucks_export

Cheers,

Dan & the CrowdRiff Team

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Yankees 2011

MLB Grand Slam Tweets. Yankees #postseason

It’s the MLB postseason. As Major League Baseball is one of the most popular sports in America this means a surge of tweets from fans supporting their clubs with comments about the games.

We were curious how fans across America react to events within the game – such as double plays, diving catches and home runs. Most people watch TV with their laptop or iPhone these days. We all have a need to engage with other fans while watching sports – this is why people watch games at a friend’s house or the local pub. Engaging in conversation (even tweeting) can complete the experience.

So how do people tweet during MLB playoff games? Check out our graph below.

MLB Tweets by the Minute

MLB_YankeeGrandSlam_export

This graph shows the volume of MLB tweets per minute – it’s like the heartbeat of social-America as they react to the game. The game featured here is Game 1 – Detroit Tigers vs New York Yankees. There was a Grand Slam at 10:18PM EDT. We noticed that even if you were not watching the game live (only viewing this chart) it would be obvious when the biggest moments in the game were. The spike of conversation for the grand slam was significant!

So, could we take this one step further? Could you determine all major highlights of the game programmatically? Sure. I wonder if anyone has tested this theory.

Powerade believes that Twitter has become the second screen when big sporting events are occurring. Check out their Twitter experiment and video – Twitter Campaign shows the Power of Football.

It’s Thanksgiving here in Canada. Have a wonderful long weekend everyone!

Cheers,

Dan & the CrowdRiff Team