PROPRIETARY & CONFIDENTIAL

PROPRIETARY & CONFIDENTIAL

SOCIAL MEDIA ANALYSIS

OF GOOGLE’S ACQUISITION OF

WAZE

PROPRIETARY & CONFIDENTIAL

GOOGLE’S ACQUISITION OF

WAZE• Google made a major move in the collaborative economy space in June 2013 with the acquisition of Waze, the “community-based traffic and navigation app.”

• How did Waze’s users react on social media to the purchase of their collaborative platform by the Silicon Valley giant?

• At first, reactions were very negative. Waze users even expressed that they might delete the app after Google bought it.

• However, weeks following the acquisition announcement, praise for the app dominates the social conversation.

PROPRIETARY & CONFIDENTIAL

GOOGLE ACQUISITION OF WAZE: NEGATIVE REACTIONS

FINDINGS:On the days following the announcement of Google’s acquisition of Waze more than half of the posts about Waze were negative, with several stating they intended to delete the app because of the new ownership.

Source: We analyzed Twitter and Facebook posts from June 9 to August 7, 2013.

PROPRIETARY & CONFIDENTIAL

GOOGLE ACQUISITION OF WAZE: THE POSITIVE LONGER VIEW

FINDINGS:

Despite initially negative responses to the Google acquisition, the proportion of positive discussion increased in the following week. Conversation about Waze shifted away from the announcement toward general praise for the app.

PROPRIETARY & CONFIDENTIAL

PRAISE FOR WAZE

• In the weeks after the acquisition, the social conversation turned back to praise for the app

• The social media conversation includes phrases such as “BEST” and “LOVE.”

• Users also call out a possible off-label use of Waze: finding out where “COPS” are located along travel routes.

PROPRIETARY & CONFIDENTIAL

Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Ogilvy, Paramount Pictures, Edelman StrategyOne, Starbucks, Simon & Schuster, MRM Worldwide, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com.

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PROPRIETARY & CONFIDENTIAL

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