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Djokovic and Azarenka most popular players across social media at Australian Open 2013 according to IBM Social Sentiment Index

Over 9.4 million mentions of Australian Open 2013 players across social media

Melbourne, Australia - 30 Jan 2013: IBM (NYSE: IBM) today announced that the Australian Open 2013 champions, Novak Djokovic and Victoria Azarenka, also reigned supreme in the social media arena during the 2013 tournament.   For the first time at the Australian Open, IBM used applied advanced analytics software and natural language processing to determine the most positively referenced players on social media.  Ranked number one in the world, both Djokovic and Azarenka demonstrated their strong connection with fans, resulting in more than 97 per cent positive sentiment across Twitter, Facebook, forums, news sites, blogs and videos.

Tennis Fans Decide Australian Open 2013 Social Media Champions_infographic 1

The social media sphere reflected the real-life men’s final result, with Djokovic and Murray taking the number one and number two positions as the most popular male players on the Social Sentiment Index.  This trend was not reflected with the women’s social media champions.  Despite her quarter-final defeat to up-and-coming player Sloane Stevens, Serena Williams’ significant influence on women’s tennis has prevailed - ranking her the number two most popular female player on the Social Sentiment Index.  A listing of the most positive sentiments associated with discussions about players on social media channels can be found Player Social Sentiment Ranking

Other interesting social media findings included:

In addition to the Social Sentiment Index, IBM and Tennis Australia tracked over 9 million Twitter references for players on the Australian Open Social Leaderboard.  The number of tweets referring to the 2013 players peaked at the beginning and end of the 14 day tournament.  The final day of the tournament achieved a record 1,020,343 tweets - spurred on by the dramatic final between Djokovic and Murray.  Overall, male players consistently dominated the Australian Open Social Leaderboard, receiving a higher number of tweets than female players every day of the tournament.

Graham Kittle, Business Analytics and Optimisation, IBM Global Business Services Australian and New Zealand, “Through our partnership with Tennis Australia, IBM is able to demonstrate the value of business analytics technology through its application at a major sporting event - a living lab environment.  The explosion of social media means marketers have unprecedented access to unstructured data about their brands. Using analytics tools, they can analysis in real-time public commentary from blogs, Twitter, Facebook and other social media outlets to spot patterns that help them understand how people feel about their brands and to quickly identify shifts in attitudes. They can use these insights to do everything from improving product development to fine-tuning advertising messages.”

About the IBM Social Sentiment Index

The IBM Social Sentiment Index uses advanced analytics and natural language processing technologies to analyse large volumes of social media data in order to assess public opinions. The Index can identify and measure positive, negative and neutral sentiments shared in public forums such as Twitter, blogs, message boards and other social media, and provide quick insights into consumer conversations about issues, products and services. Representing a new form of market research, social sentiment analyses offer organisations new insights that can help them better understand and respond to consumer trends. IBM's social sentiment capabilities are delivered on an industry-leading big data platform that can access, store and analyse any data regardless of how fast it is moving, what type it is, or where it resides.  

For more information about IBM Social Sentiment Index, please visit www.ibm.com/social-sentiment. Follow the conversation at #IBMPopData on Twitter.

For more information about IBM visit www.ibm.com/australianopen

Contact(s) information

Katie Burford
IBM External Relations
+61-450-333-600
kburford@au1.ibm.com

Sandra McMullan
IBM External Relations
+61-416-049-409
smullan@au1.ibm.com

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