Looking at the online data behind the first week of December with the keywords ‘Christmas’ and ‘Xmas’ we can see certain interesting themes and therefore, opportunities.
As you might expect, the highest mentions of the search terms are to be found on Twitter and the like but that doesn’t always mean that is where you should focus your marketing activity. If we look at the second most popular destination for discussing Christmas, we can see that there is capital in the Forums. Forums have stronger networks, higher levels of trust and greater opportunities to convey your opinion beyond the length of a Tweet.
The conversations that take place on the likes of Mumsnet, Money Saving Expert and Offer of the Day are all about getting value for money, the biggest discounts and sharing this information with the network of community members to deliver tips and tricks to make it a more affordable Christmas.
When you drill down further into some of the conversations by platform, in the instance of the niche TES forums, there is a wealth of activity discussing what represents a sensible gift for teachers to give their pupils and lots of ideas on where to get the right gift for the right price. If you cant see the opportunity in that then give up now.
When we look at the themes of the online conversation, we can see that social, commercial and financial mentions are at the fore, religion is up there too but the underlying theme of Christmas lies in the bottom line.
