Social Media Industry Report Running Shoes - Replise Content Finder

SOCIAL MEDIA

INDUSTRY REPORT

RUNNING SHOES

CONTENT CHAPTER 1

RUNNERS INSIGHTS

OVERVIEW & OBJECTIVES This report is based on German data gahthered by Replise Social Media Monitoring

Technology.

Objectives

The report aims to give insights into different topics related to running shoes, running

schoe brands and running in general. Therefore it targets to answer the following

questions:

What is the level of presence for different brands in the discourse about running shoes

How do users perceive different features of the analyzed shoe brands?

Why do users choose running as a hobby or means of excercise and how they feel after

it?

What insights do Social Media data offer on training behaviour?

By analysing the mentions in Web 2.0 we can achieve a deeper understanding of

attitudes, opinions and user behaviour regarding running.

3

SECTION 1.1

MOTIVATIONS

4

MOTIVATIONS I.

What makes you run?

Analysis of Social Media mentions showed 4 main reasons for users to go

running. Based on this insight we extracted a sample of 12.266 posts

containing general, non-brand related, mentions. Utilizing keyword filtering

for common expressions in the respective motivation cluster, the sample

could be segmented to show the proportion of the main motivators.

Weight loss

With almost two thirds of the mentions weight loss is by far the most often

mentioned motivator. Users exchange experiences and advice on

specialized diet forums and report about their diet progress and their

training routines. Typical posts would be:

“How much weight can I loose with jogging”

“I think if you really wanna’ loose weight, only endurance training will help,

that is jogging.”

“I’m 12 and too small, a little fat – Is 15 minutes jogging per day and good

nutrition enough to loose 10 kg?”

Competition

Nearly 6% go running focused specifically on competitive events. Often the

event serves as a motivator to stick with the training routine and not about

breaking one’s personal record.

“Marathon preparation during winter – never again!”

“As I (have to) train for a half marathon, I’d like to join a training group”

“If the snow stays too long, I won’t be in shape until March 10th Marathon),

then I’ll have a private run sometime later…”

5

weight loss 63%

competition 6%

26%

5%

Running - Motivations

0% 20% 40% 60% 80% 100%

weight loss

competition

Channel Distribution

Facebook Forum News Blog Twitter Video

MOTIVATIONS II.

What makes you run?

Health

Approximately 5% of the users mention health as main motivator for

running. Most often discussions go on about cardiovascular concerns,

blood pressure and obesity.

“I’m on Motoprolol for 3 days now, ‘cause my blood pressure was too high.

Yesterday. I didn’t feel well, beaten off, cold hands and feet, but after one

hour jogging I felt fine apart from that awful taste in my mouth.”

“Jogging is very good to stabilize your cardiovascular functions!”

“Despite the weather I try to go jogging. Should I consult the physician

again because of irregular heart beat?”

Channel Type distribution

Strikingly, competition related discussions often occur on Facebook. One

reason is the competition organizers, as well as training groups or coaches

use this platform for PR purposes. Another reason is, that users like to talk

about their performance and abilities „in front of” their friends.

On the other hand, users prefer the relative anonymity of forums to discuss

their weight problems. This is the place where they seek comfort and

motivation from like-minded peers.

6

63%

6% relaxation

26%

health 5%

Running - Motivations

0% 20% 40% 60% 80% 100%

relaxation

health



SECTION 1.2

EMOTIONS

7

EMOTIONS

Emotions

Happiness is the dominant emotion, that users express after

running. Running makes them happy. They claim that being in

nature improves their mood in general.

At the same time, pain is another important topic runners talk

about. Numerous runners report aches after or during running

exercises. Most mentions in this context arise about the

muscosceletal system’s issues: Knee, joints, feet, muscle griefs

are mentioned, as well as head or heart aches.

Pride is another aspect often mentioned in relation to running.

Users are proud of being able to persue themselves to run

regularely, to lose weigth and of their progress in running faster

or longer distances than before.

11% state, that they feel more refreshed and relaxed after

running. An overall feeling of contentment with their own level

of fitness is generally expressed.

Merely 9% of all analyzed mentions refer to a feeling of being

exhausted or depleted. However, the act of exhousting

themselves is not necessarily negatively annotated, as there is

often a link to being proud and/or feeling relaxed.

Die Grafik zeigt die Anzahl der Erwähnungen zu den jeweiligen Themen für die einzelnen Kanaltypen. Deutlich erkennbar z.B. ist der Peak für Schmerzen in Foren, oder für das Thema Glück in Blogs. (English?)

8

pain

exhausted

happy

relaxed

proud

0

200

400

600

800

1000

1200

1400

1600

Emotions

0-200 200-400 400-600 600-800

CONTENT CHAPTER 2

OFFLINE BEHAVIOUR

SHARED ONLINE

SECTION 2.1

APPS

10

APPS

Apps which track distance, pace, time and/or calories burned

are getting more and more popular among the social media users.

The apps are usually installed on mobile devices and can be

connected to the social media platforms (mainly twitter and

facebook) on which users can share their running experience and

data with the ”social media community”.

This kind of sharing belongs to the trend of „quantified self”, users

reveal informations about their biorythm with the public. Through

aggregation of this database interesting conclusions can be drawn.

Most popular Apps were:

• Runtastic

• Nike+

• Runkeeper

• Endomondo

• Mapmyrun

The analysis of Social Media Data clearly shows Runtastic being

the most succsessful running app. All apps beside Runtastic were

less frequentlymentioned.

The channel distribution shows the main channels targeted per

app. Nike+ and Runtastic were mentioned mainly on twitter, while

Mapmyrun was discussed on facebook.

Runkeeper and Endomondo were almost equally mentioned on

Twitter an Facebook.

The app Endomondo appeared mainly on forums posts.

Due to the users’ unsolicited self monitrong, a statistic analysis of

their behavior became possible.

Runkeeper 0,29% Endomondo

1,21%

Nike+ 20,57%

Runtastic 77,75%

Mapmyrun 0,19%

Share of Voice

11

0% 20% 40% 60% 80% 100%

Runkeeper

Endomondo

Nike+

Runtastic

Mapmyrun



SECTION 2.2

RUNNER BEHAVIOUR

12

RUNNER BEHAVIOUR

The analysis is based on data gatered from twitter in the period between

01.09.2012-13.09.2013. The collected mentions reflected the behaviour of german

users sharing their data through Nike+ or Runtastic.

The database was purged from posts concerning really short distances, to avoid

analysing mentions derived from the missuse of apps.

Especially in case of Runtastic strong spikes, based on irrelevant jokes had been

removed.

Since paces under 4km/h are not typical for general distances, mentions speaking of

this speed stayed unconsidered as well.

Data reflecting on Nike+ and Runtastic was displayed in segregation, since there

were interesting differences to point at.

The most beautiful time to run

Evening hours between 17 – 21 were the most popular times to run.

Although there was a significant group of users, who preferred running in the morning

hours between 7-9 am. These users ran faster but have chosen much shorter

distances.

When do they run?

0

100

200

300

400

500

Number of runs - time periods Nike+

0

100

200

300

400

500

600

Runtastic

18,91%

18,38%

12,85%

13,97%

14,47%

14,56%

13,41%

13,55%

14,08%

13,72%

12,87%

11,70%

13,41%

14,14%

Nike+

Runtastic

Sonntag Montag Dienstag Mittwoch Donnerstag Freitag Samstag

Frequently on sundays…

The proportion of app related mentions were quite balanced. There

was no significant difference between workdays neither between the

distribution of the two observed apps.

The favoured day for running was Sunday, while Friday was relatively

unpopular.

In case of Nike+ mentions users were active on weekdays: Tuesday

and Thursday as well. This distribution suggests a training rythm with

several days off. This ”model” is appearing in Runtastic related posts

as well.

13

RUNNER BEHAVIOUR

Distances

Users running with Nike+ app generally ran 8,47 kilometers. Since

most runs were between 5-7 kilometers in distance (same as in

case of Runtastic) it is likely that mainly beginners or „health-

conscious” users applied this app. These users were about to

improve their activity through running 30-40 minutes. Besides this

group a significant part of the users (sharing with Nike+) is running

up to 10-11 kilometers, which hints ”advanced” runners.

The slight rise in case of 21-22 kilometer runs shows the amount

of users preparing for the half-marathon.

Although the proportion of users sharing 42-43 kilometer distances

is very few in numbers, it points out an interesting possibility.

It is likely that professionals and serious runners preparing for the

marathon are not using such apps.

The use of apps is more related to hobby runners and beginners,

who need support and control. These groups of runners choose

distances form 5 to10 kilometers and run in avarage 1 hour.

0

100

200

300

400

500

600

700

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Route Length Runtastic

0

50

100

150

200

250

300

350

400

450

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Route Length Nike+

14

RUNNER BEHAVIOUR

In a virtual race of Nike+ Users vs Runtastic users, the Nike+ users are winning with an average speed of 9,96 km/h. However the Runtastic

users are not far behind with 9,60 km/h.

In a 10K-race Nike Runners would finish 360m ahead of Team Runtastic.

Summary

This playful example shows, how the willingness and rising tendency to share one’s own data via social media, creates the possibility of

gaining a broad variety of insights into users’ behavioural patterns.

Runtastic Vs. Nike+

0,00%

2,00%

4,00%

6,00%

8,00%

10,00%

12,00%

14,00%

1

1,5 2

2,5 3

3,5 4

4,5 5

5,5 6

6,5 7

7,5 8

8,5 9

9,5 10

10

,5 11

11

,5 12

12

,5 13

13

,5 14

14

,5 15

15

,5 16

16

,5 17

17

,5 18

18

,5 19

19

,5 20

20

,5 21

Runtastic Nike+

Proportion of runs depending on speed (km/h)

15

CONTENT CHAPTER 3

OVERVIEW

OVERVIEW I.

In the perious between 10.01.2012- 09.30.2013 3309 running shoe

related mentions were found referring to Adidas, Asics, Brooks, Nike, New

Balance, Mizuno, Puma and Reebok.

The most mentioned brands were Nike and Adidas while Mizuno had the

least share of voice.

Channel distribution of the brands reflects that most of the mentions

appeared on news channels, forums and blogs.

News channels mostly provided information on brand related corporate

news or on new products.

On forums, facebook and blogs users conversed on experiences and

preferences. They also actively sought information and support from other

users.

Video channels and twitter provided just a few relevant information, since

the users mainly were talking about simple walking shoes or shoes used

for other sports.

17

20,3%

20,7%

22,6%

17,3%

4,7% 14,3%


facebook forum news blog twitter video

7%

37% 28%

3%

2% 3%

7%

Brand Distribution

Puma Nike Adidas New Balance Mizuno Reebok Brooks

OVERVIEW II.

Out of more than 1000 processed brand related mentions 655 gave

insighful and interesting information about running shoes and running as a

sport itself.

Observing the running shoe discourse the following topics emerged:

• Comfort: How suitable are the shoes, how does the shape or size fit,

are they flexible enough?

• Running sensation: What and how do users feel while running in the

shoes?

• Cushioning: Does the shoe provide a proper soft landing or it causes

pain in feet/ ankles/knees?

• Pronation: Do the shoes provide adequate support to the runner’s

feet, is stabilization appropriate? This topic occured frequently in

relation to natural running.

• Drop: How is height difference between the heel and forefoot

evaluated. Again, commonly discussed in context of 'natural running'.

• Sole: How satisfied is the runner with the sole thickness, material or

felxibility of the shoe?

• Design: Is the user satisfied with the colour, style or shape of the

shoe?

• Weight: Are the shoes light enough or too heavy?

• Breathability: Does the shoe bare effective ventilalation capabilites?

Water resistance: Is the shoe water resistant or watertight?

• Material: Shoes feature various materials on their different parts.

Question is: Are the materials durable and comfortable at the same

time?

Seasonality

It is a fact that especially in spring time the number of running related

mentions increase. During sommer and autumn the topic is still popular.

18

26%

18%

7% 5% 5%

19%

16%

1% 1% 2%

Topic - Distribution

comfort running feel design

weight cushioning sole

pronation water resistance breathability

material

0

50

100

150

200

250

300

350

400

450

2012.Oct

2012.Nov

2012.Dez

2013.Jan

2013.Feb

2013.Mar

2013.Apr

2013.May

2013.Jun

2013.Jul

2013.Aug

2013.Sep

Running Shoe Mentions

CONTENT CHAPTER 4

ADIDAS

ADIDAS

16%

2%

58%

20%

4%


facebook twitter blog forum video nachrichten


234 out of 300 processed Adidas related mentions provided relevant information

on the users’ preferences and opinions.

Leading platforms of discussion were blogs, however forums and facebook were

popular among users as well. Since news channels rather gave information on

advertisments and corporate news they didn’t prove to be an interesting source of

data regarding user profils.

Topic Distribution

Most mentioned characteristic of Adias running shoes was its sole. Apart from this comfort an pronation was a frequent topic as well. Design,

cushioning and weight appeared in less in conversation. Finally material, breathability and water resistance were the least popular topics in

Adidas related conversations.

Sentiment

Main topics like sole, comfort and pronation were predominantly discussed in a positive manner. The relative high proportion of neutral

mentions related to comfort stands for the high nuber of questions asked about running shoes. Users who are not convinced yet of shoe-quality

or simply don’t specially care about the brand. To find out more about sentiment of other topics see the next slides.

Topics- Sentiment

20

22%

10%

5%

4% 5%

28%

22%

1% 1% 2%

Topic Distribution

comfort running feel designweight cushioning solepronation water resistance breathabilitymaterial

63%

72%

64%

78%

73%

68%

90%

67%

100%

80%

24%

20%

9%

9%

2%

8%

20%

14%

8%

27%

22%

18%

30%

2%

33%

0% 20% 40% 60% 80% 100%

comfort

running feel

design

weight

cushioning

sole

pronation

water resistance

breathability

material

Top

ics S

entim

en

t

positive

neutral

negative

CONTENT

COMFORT

RUNNING SENSATION

DESIGN

WEIGHT CUSHIONING

SOLE

PRONATION

MATERIAL

ADIDAS

SOLE

Overview

28% of the Adidas related buzz represents the ”sole” topic. This means users were talking about thickness, heel- toe drop and springs of

the shoes. Experiences and opinions were shared to find answer on which modells fit the best one’s personal needs.

Sentiment

Most users discussed the topic with positive sentiment, just a 30% revealed negative feelings, while 2% remained neutral.

Since a large proportion of mentions dealth with the topic of Natural Running useres were speaking about the characterisitcs a shoe needs

to possess in order to support this kind of sport, hence two models of Adidas were predominatly menitoned, the Adidas Adipure and the

Adiadas Mega Bounce types.

Natural running emphasizes on the importance of natural feet posture. It states that shoes with a thin sole and low drop are the healthier for

runners.

The Adidas Adipure model was often discussed in positive mentions, since it is a minimalistic shoe type such as Adipure Gazelle.

Negativ mentions came from natural runners sharing thoughts about shoes with a too thick sole. They don’t want to run on „pillows”. With

this regards the Mega Bounce modell was often named.

„…Die Wahl der Schuhe zum Laufen ist ebenso wichtig, daher alle

minimal Schuhe, Nike Free, Five Fingers, Adidas. …”

„…Versuche mit leicht gebeugten Knien auf dem Ballen / Vorfuß oder

Mittelfuß zu laufen, die Ferse sollte allerdings nicht den Boden berühren.

Beim Aufsetzen des Fußes, darf die Ferse nicht höher als 1 cm vom Boden

entfernt sein. …”

„…Die ganze Polsterung mildert die Aufprallkräfte beim Bodenkontakt nicht,

auch wenn Namen wie Adidas Mega Bounce usw., die nach bequemen

Kissen klingen, uns das weismachen wollen….”

22

68%

2%

30%

0% 20% 40% 60% 80%

positive

neutral

negative

Sentiment

COMFORT

Overview

„Comfort” was – so as sole - a very popular topic, 22% of the posts have mentioned it. Users speaking about ”comfort” mostly revealed their

attitude toward other characteristics as well. It is more senseble to divide users into 3 groups.

One group of users mentioned only the comfort feeling, the other revealed general opinions like „I love my new adiadas bounce”, yet the

third group gave detailled information on what and why they like/dislikes about the comfort feeling.

Sentiment

A major part of the mentions has been associated with positive sentiments. Just 14% of the users expressed negative feelings. The

proportion of neutral posts can mostly be interpreted as user questions, requests of information.

„Ich habe mir vor kurzem diese adidas boost Schuhe gekauft & muss sagen dass sie jeden Cent Wert sind. Genial, kann ich jedem nur

Raten.”

„…schau einfach generell bei adidas vorbei.. die laufschuhe sind top ! & wenn nicht da dann bei Asics …”

„…Der Schuh sollte gut dämpfen, da ich meist auf steinigem Boden, Ashpahlt laufe teilw. vlt auch Waldboden. Kennt ihr gute

Sportanbierter/Marken? Ich trage gerne Adidas, habe aber öfter auch schon gehört, das asics richtig gut sein soll?...”

23

63%

24%

14%

positive

neutral

negative

0% 20% 40% 60% 80%

Sentiment

PRONATION

Overview

Besides ”comfort” 22% of the adidas related discourse included ”pronation” as well. „Pronation” as a topic accumulated several subtopics

such as shoe stability or support of feet. Users’ satisfaction often depended on the chosen model thus natural runners felt happy with

Adipure shoes but were unsatisfied with Mega Bounce models and vice versa.

Sentiment

As the diagram shows, most users mentioned Adidas’ pronation properties with a positive sentiment. Similar to discourses regarding sole,

the high number of natural runners and their satisfaction with the minimalist type of shoes generated the presence of this positive attitude.

The spectacularly smaller proportion of neutral and negative mentions mostly reflect unsatisfaction with pillow like Mega Bounce shoes.

Most of the users do not share certain opinion about pronation but only insinuate it. The discourse consists of suggestions, questions and

answers about the topic.

„…Beim Vorfußlaufen wird der vertikale Aufprallschock

effizienter in Bewegungsenergie umgewandelt …

Über die Pronation des Fußes, die muskuläre Arbeit des

Fußgewölbes, seiner Bänder und Sehnen, die

Achillessehne und die Wadenmuskulatur wird die

Aufprallenergie abgepuffert…Wahl der Schuhe zum Laufen

ist ebenso wichtig, daher alle minimal Schuhe, Nike Free,

Five Fingers, Adidas. …”

24

90%

8%

2%

0% 20% 40% 60% 80% 100%

positive

neutral

negative

Sentiment

RUNNING SENSATION

Overview

10% of mentions discussed the „running sensation”. As in case of ”comfort”, ”running sensation” is a collecting term here. It refers to the

overall sensation while running, which of course may depend on external circumstances such as the lenght or quality (asphalt/ trail) of the

track and weather conditions. Furthermore running sensation is strongly related to basic shoe characteristics such as sole quality,

pronation, cushioning, weight, all these factors affect one’s ”running sensation”.

Sentiment

Due to pronation ”running sensation” as well has induced positive sentiments among users. The amount of neutral mentions shows the part

of uncertain or doubtful users.

Users like running in Adidas because they are satisfied with the combination of different shoe characteristics, which then enable them to

run easier or faster.

8% of the mentions had a negative sentiment, which means only a few of the users experienced problems or unpleasent ”running

sensation”. („…The Fila shoes were very comfortable and first of all it was easier to run with them, than with my Aidas Otdoor shoes….”)

„…Ich muss sagen, es war sehr angenehm mit den Boost

Schuhen, denn sie haben wirklich einen Pusch Effekt und das

rennen kommt einem leichter vor als es ist….”

„…Zurzeit laufe ich mit einem Adidas Stabilitätsschuh. Für einen

Hobbyläufer ,bis 5km zur Zeit, reicht mir das aus. Aber mit einer

schlechten Haltung beim Laufen kann man mit dem Schuh auch

viel verkehrt machen. …”

„…Ich hatte mal einen Schuh von Adidas wo ich bis zu 10 km

problemlos laufen konnte und dann wurde der Schuh

eigenartiger weise für mich zu weich und

ich knickte nach innen weg. …” 25

72%

20%

8%

positive

neutral

negative

0% 20% 40% 60% 80%

Sentiment

DESIGN, CHUSIONING, WEIGHT

Weight 4% of the mentions discussed ”weight”. Users mostly preferred the light models of

Adidas.

Sentiment Major part of the users seemed to be satisfied with the weight of their Adidas shoes,

only a few of them (22%) mentioned this topic with negative sentiment. Users often

mentioned in relation to this topic the ”running sensation” they’ve experienced due to

light or heavy weight of their shoes. As for a complaint Adidas shoes were often

described heavier then other brands’ models.

Design 5% of Adidas related mentions discussed the ”design” of the shoes.

Sentiment Although majority of the users had a positive opinion on the Adidas ”design”, 27% had

expressed negative sentiments about this topic. The mentioned positive characteristic

were for example the light-reflecting function of the surface of the shoes. The variety of

the available colours were mostly perceived positively however some users were not

satisfied with this or had further questions related to this topic.

Cushioning 5% of the users discussed this topic („Cushioning”).

Sentiment ”Cushioning” was mentioned in 70% of the posts. User experienses and opinions turned

out to be mostly positive. Posts dealth with shock absorption in general and shock

absorption around the heel area when touching ground.

Few of the users complained about the cushioning (one user recognized his shoe was

not cushy enough for the entire distance), otherwise most of the mentions were positive

(73%) or neutral (9%) „…I’ve had once an Adidas shoe, in which I ran up to 10 km

without problems, but after that the shoe always got too soft for me…”

26

64%

9%

27%

0% 20% 40% 60% 80%

positive

neutral

negative

Design

73%

9%

18%

0% 20% 40% 60% 80%

positive

neutral

negative

Cushioning

78%

22%

0% 20% 40% 60% 80% 100%

positive

negative

Weight

Negative

Neutral

Positive

Negative

Neutral

Positive

Negative

Positive

MATERIAL, BREATHABILITY, WATER RESISTANCE

Such topics as material, ventillation and water resistance were the less frequently mentioned hence there is no point in adding a

sentiment – graph to them.

Main causes for so few mentions are:

• First possible explanation is that users have no problems with these characteristics so they see no point in talking about them.

• Second possible cause may be that the above mentioned characteristics don’t play an important role in the users’ purchasing decision.

• Third reason could be that topics such as Adidas’ material, breathability and water resistance are not interesting enough to catch the

users’ attantion

Sentiment

Most of the posts related to the above mentioned topics had a positive sentiment.

To material both Positive (satisfaction) and neutral (questions, uncertainity) user feelings were associated, yet for breathability just the

positive one.

In case of water resistance 33% of the users expressed negativity, although the major part of the mentions had a positive sentiment

assotiated with the. Interesting is that in relation to this topic the Adidas Boost was more often mentione in a positive way then other

models.

27

„…Daher ist die Materie auch keine einheitliche Masse, sondern besteht aus 2.500 Kügelchen aus expandiertes thermoplastisches Polyurethan (E-TPU) statt dem herkömlichen EVA. Also: Energie wird dem Läufer zurück gegeben, es garantiert eine klasse Dämpfung und es ist formstabiler als sonstige andere Materialien.

„..Mit den adidas CC Ride Laufschuhen läufst du auch bei deinem langen wöchentlichen Lauf garantiert nicht "gegen die Wand". Sie kühlen dank strategischer CLIMACOOL Belüftung deine Füße an heißen Tagen, an denen die Hitze dich fast schon vom Laufen abhält. Die Kombination von adiPRENE im Fersenbereich und adiPRENE+ im …”

„..Huhu Ich bin auch noch ganz neu hier Ich seh schon, die Hundebesitzer werden immer mehr Ich hab noch ne Frage zu den Schuhen. Ich hab ein paar Asics und noch ein paar wasserfeste von Adidas….”

METHODOLOGY

The replise analysis is based on social media mentions found in the period between 10.01.2012-09.30.2013.

Employing different keyword-filters, social media mentions were collected to reflect 3 main topics.

1.) Motivation and Emotions

123.334 mentions generally related to running (without defeating? brandrelations) could be segmented by the

choosen key words, to show the share of volume of different running motivation and the post-run feelings.

2.) Runners Behaviour

5000 tweets generated by Nike+ and Runtastic App served as a base for the runners’ behaviour analysis. After

cleansing the data set, running distances (km) and speed information were extracted and harmonized for

comparison. Meta-data of the tweets‘ time stamps delivered information for the time of day and day of week

distribution.

3.) Running Shoes and Brands

First step was to capture all mentions on social media channels related to topics as running shoes, jogging

shoes and other special terms referring to running (marathon preparation, propulsion, training etc.). The

gathered data was further filtered, to reveal mentions related to Adidas, Nike, Asics, Puma, Mizuno, New

Balance, Brooks, Reebok This method provided 3309 mentions in the observed time span.

Content analysis:

To get a proper content analysis, 200 topic related relevant mentions were chosen randomly and were

thematically coded for each brand. The coding process also enabled us to perform a sentiment analysis on the

mentions.

The analysis of the mentions provided insights about motivation and effects of running which led to creation of

new queries which provided a base to further collect the data used for the study of „1.) Motivations and

Emotions”

About Replise

At Replise, we believe in social media. We draw business

insights from social media using proven market research

methodologies. We help our customers get the cutting edge

intelligence they need to create their strategies and define

their tactics.

Replise was started in 2008, just a year after Twitter was

launched, by a bunch of serial entrepreneurs who believed

they could bridge the gap between technology and business.

We focus on what we are best at: analysing social media and

giving insights; so our customers can focus on what they are

best at: their core business. The expertise of our research

team, the flexibility of our social analytics platform and the

breadth and depth of our data empower our customers.

They can develop better products because we help them

understand the needs and wants of their target audiences.

They can keep ahead of their competitors and keep up with

their industry’s cutting edge because we help them see

what’s in the big picture and what is not. This is why we work

with brands like Nike, Samsung and Nestle, and many

communication agencies across Europe.

Social Media Industry Report Running Shoes - Replise Content Finder

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