jane the virgin. hispanics are talking!
TRANSCRIPT
OYE! Business Intelligence
JANE THE VIRGIN Hispanics Are Talking and Engaging!
Table of Contents
1. Methodology
2. About this Report
3. Social Media Network Analysis
3.1 Social Network Analysis
3.2 Linguistic Analysis
3.3 Geographic Analysis
3.4 Gender & Sentiment
5.5 Social Channels & Trends
4. Hispanic Influencers
4.1 Hispanic Online Influencer
4.2 Social Trends
6.3 Positive Trending
9. Company Overview
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OYE! Business Intelligence reports bridge the cultural gap
between the Hispanic market and brands.
Our reports deliver in-depth insights into the conversations
occurring on social networks, news sources, and surveys
providing a competitive advantage for brands and organizations
in the U.S. and Latin America.
OYE! provides monthly subscriptions to industry and
brand reporting.
OYE! reports are generated
by analyzing the following:
Methodology
Targeted keywords focus on the breadth and depth
associated with the brand.
Geographic location of the source of conversations
about the brand.
Natural linguistic semantics produced in all variations
of Spanish spoken on social media streams.
Qualitative semantic markers within the conversations
captured.
Quantitative patterns that indicate trends and
measures of success for advertisement campaigns.
Insights into the
Hispanic Market
Brand Report for Ford Motor Co. Presented by OYE!
3
About this Report
The OYE! team collected and
analyzed conversations among
Spanish speaking and bilingual
Latinos, on Twitter during a period of
three weeks. One week was
captured before the show aired, and
two weeks were captured after the
launching of the show on the CW
Network.
The OYE! report shows highly
engaged Latinos eager to share their
love for the show and to hold a
dialogue about their deep connection
with each of the actors/characters in
the show. Latinos also share their
strong support towards two of the
invited guests to Jane The Virgin:
Paulina Rubio and famous musician
Juanes.
Enjoy the OYE! insights!
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Insights from Online Hispanic Conversation Based on the tracked conversations, Jaime Camil is the most popular actor on the show.
Latino artists mentioned are: Thalia, Paulina Rubio, Ariana Grande, and Juanes.
Social Network Analysis Jane The Virgin
Brand Report for Ford Motor Co. Presented by OYE!
1
51
101
151
201
251
301
351
401
451
GinaRodriguez
JustinBaldoni
AndreaNavedo
JaimeCamil
Brett Dier IvonneColl
Actors Mentioned
151
101151201251301351401451
Artists Trending
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Volume of Conversations Conversations seem to be strong three out of the seven days of the week. Monday the day in
which the show airs had the most conversations followed by Tuesday and Wednesday.
Sunday also reflected a spike in volume as fans start to build expectations about the show.
Brand Report for Ford Motor Co. Presented by OYE!
Social Network Analysis Jane The Virgin
Conversations made by Latinos regarding the show tend to increase
considerably on Monday prior and during the show. This spike in
conversations continues until Tuesday and slowly decreases until the day
prior to the show airs (Sunday) when conversations start to increase again.
Latinos
Online
1
51
101
151
201
251
301
351
401
451
501
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
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Language Breakdown in the US Even though the show is mostly in English, online conversations among fans are heavily inclined to
Spanish with a clear east and west coast presence.
Brand Report for Ford Motor Co. Presented by OYE!
Linguistic Analysis Jane The Virgin
The east coast is characterized by English speaking fans while in the West
coast we saw a mix of languages, in particular southern California with
conversations in Spanglish (Bilingual on the pie chart). Florida also showed
a mix of languages.
Language
Preference
Top Five
Cities
4%
41% 55% Bilingual
English
Spanish
Note: Contact the OYE! for LATAM insights.
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Volume of Conversations in the US OYE! heat map shows that most conversations happened in southern California while New
York and New Jersey dominated the east coast.
Brand Report for Ford Motor Co. Presented by OYE!
Geographic Analysis Jane The Virgin
The city of Los Angeles had the highest volume of conversations for Jane the
Virgin followed by the New York area and Miami. Chicago and Las Vegas
both represent a good opportunity to engage with fans.
Top Five
States
Top Five
Cities
Note: Contact the OYE! for LATAM insights.
2%
57%
3%
1%
8%
1%
2%
3%
1% 22%
Phoenix
Los Angeles
Chicago
Dallas
Miami
Long Beach
Massachusetts
Vegas
Newark, NJ
New York City
Gender and Sentiment Our data shows that men are very active in conversations about Jane the Virgin.
The sentiment for Jane The Virgin is mostly positive or informative with no negative content.
Brand Report for Ford Motor Co. Presented by OYE!
Gender & Sentiment Jane The Virgin
The gap between male and female volume of conversation is not far off.
High percent of males are actively sharing conversations about the show
even though females are the dominant gender for this TV show.
Top Five
States
Top Five
Cities
59%
41%
Female
Male
While there were no negative conversations there is a high percentage of
neutral conversations (44%) that could potentially be converted into positive
conversations.
Sentiment
Analysis
56%
0%
44%
Positive
Negative
Neutral
Gender
Segmentation
Top Five
Cities
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Brand Report for Ford Motor Co. Presented by OYE!
Hispanics Online - Influencers Jane The Virgin
Social Trends - Keywords Jaime Camil is the most mentioned name among all the analyzed conversations. The actors
of this show are actively tweeting, driving conversations and sharing behind the scenes
images on Twitter.
27%
3%
9% 56%
4%
Gina Rodriguez
Justin Baldoni
Andrea Navedo
Jaime Camil
Brett Dier
Ivonne Coll
Jaime Camil was the most mentioned name during our analysis where 56% of
the conversations actually mentioned the artist in some fashion, followed
second by Gina Rodriguez.
Who’s
Trending
Top Five
Cities
“@etnow: Calling all #Scrubs fans: Judy
Reyes is joining #JaneTheVirgin!
@jaimecamil”
RT’s: 80
FAV’s: 293
USER WITH THE MOST RT:
@manuelveraortiz
117K Followers
SOCIAL INFLUENCER
+ Emotional Connection
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Brand Report for Ford Motor Co. Presented by OYE!
Hispanics Online - Influencers Jane The Virgin
Social Trends - Twitter Jaime Camil is one of the favorite actors among the analyzed conversations. Fans enjoy
sharing moments of the show and expressing their love and support for the actor.
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Brand Report for Ford Motor Co. Presented by OYE!
Hispanics Online - Influencers Jane The Virgin
Social Trends – Word Cloud #JaneTheVirgin was the phrase that was used the most in conversations, followed by “Paulina
Rubio” and “Telenovela”. It is interesting to note that a high amount of the trending
conversations are actually in Spanish.
The hahstag that had the highest mentions carried the name of the show as in
#JaneTheVirgin. This hashtag was used in conversations made by fans and
actors themselves.
Keyword
Trending
Top Five
Cities
4%
82%
3%
2% 3% 1% 5%
#JuanaLaVirgen
#JaneTheVirgin
#Latina
#camilocas
#Entérate
#JaimeCamil
#latinpower
“Necesitamos su voto! / We need your vote!
VOTE FOR #JanetheVirgin! Fall TV
Popularity Contest 2014:… @tvguide ”
RT’s: 309
FAV’s: 533
USER WITH THE MOST RT FOR
#JANETHEVIRGIN:
@jaimecamil
3.45M Followers
SOCIAL INFLUENCER
+ Emotional Connection
Top Hashtags:
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Brand Report for Ford Motor Co. Presented by OYE!
Hispanics Online - Verbatim Jane The Virgin
Positive Hispanic Social Listening Conversations for Jane The Virgin demonstrated strong support for the show with individuals
voting and expressing positive comments about it.
Several conversations included a sense of pride for having a Latina female as the main
character. Other, show a positive reaction to the more realistic portrayal of Hispanic versus
those seen in past shows such as “Ugly Betty”
TOP TWEET BASED ON REACH:
@paurubio
9.53M Followers
SOCIAL INFLUENCER
(+) Emotional Connection
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OYE! Business Intelligence
Contact OYE!
This report is not for sale, for reference only.
All images included in this report are images uploaded by fans
and actors on Twitter.
Contact us:
Natasha Pongonis, Co-founder
Columbus, Ohio
Eric Diaz, Co-founder
Phoenix, Arizona
The views and opinions from this report are based on the number of tweets analyzed
between October 06, 2014 and October 29, 2014 and do not necessarily represent the
views and opinions of the CW Network.
Brand Report for Ford Motor Co. Presented by OYE!
Contact OYE!
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