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London 2012: Tracking mood for online marketing

Mood plays a hugely important role in online marketing, just as in the real world – and a positive-feeling customer is often much more likely to make a purchase.

So understanding how events impact on mood is particularly important.

EDF Energy spent the Olympic Games charting the mood of the UK as part of its Energy of the Nation campaign, based on positive and negative sentiment in London 2012-related tweets.

Perhaps unsurprisingly, Jessica Ennis’s victory in the Heptathlon achieved the overall most positive comments, with a 90% approval rating.

And while Greg Rutherford’s long jump gold scored 79% and Mo Farah’s victory in the 10,000m scored 77%, the so-called ‘Super Saturday’ was not the most positive day overall.

Surprisingly, that honour went to August 1st, with an overall 76% score in terms of positive vs. negative tweets, and golds for Team GB in women’s pairs rowing and the cycling time trial.

It’s an indication that, even though the biggest successes came later in the Games, optimism found its peak earlier on.

Extend that concept to online marketing in all its forms, and it’s reasonable to expect the best results to be found early in any trend – and not simply by jumping on the bandwagon later.

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