Wednesday, May 28, 2014

Hashy Foodtruck Index

By Blair Heckel

Hi Everyone!

Today’s report reflects our findings from our Hashy Foodtruck Report. Yes, Foodtrucks! We analyzed data from and about Foodtrucks around Seattle, WA to compare different types of foods, which ones are the most popular, most active on social media, etc. Instead of using hashtags or terms, we decided that it would enhance our data to use those foodtruck’s social media accounts (twitter handles). This way, we are able to see how active they are and if they are mentioned in tweets outside of their own account.

You will see that we have pushed out a Hashy report from May 21, 2014 to May 27, 2014, but we also have a specific report that details the findings on one of the foodtruck terms we are tracking -- namely, @seattlefoodtrk. We wanted to display how Hashy can work to give you the information that you need for your industry.


Clearly, the first thing you notice is that the @seattlefoodtrk report is only a small percentage of the full foodtruck report, with only 36/2491 tweets coming from that specific account.

Looking at the top 10 words associated with these accounts, we can see that the only same words in each report are “today” and “come”. When we used the search tool in the Hashy dashboard we found that a lot of tweets are solicitations to “come today” for “lunch” while posting their locations, such as @theultimatemelt in Redmond, WA. These top 10 associated words will change depending on which specific reports you choose to create.


The majority of the tweets from the specific report provide a positive sentiment versus the full report. Another thing you’ll notice is that the majority of tweets are relevant to the foodtruck account, versus the full report which shows the tweets being majority irrelevant for all accounts combined. This tells us that there are some accounts which could be mentioned in tweets not having to do with foodtrucks, such as spam.


Again, like the top 10 associated words, the top 50 words will also be vastly different, as they pertain to only @seattlefoodtrk and not the total combined accounts or hashtags.


We created these two reports to show you the different components of Hashy and how you can customize reports to acquire the desired information you are looking for in your industry. If you want to track all terms combined or separate reports for each term, you can do that with just a few clicks. We hope this week’s report gives you a further look into the depth of what Hashy can provide for your market intelligence needs.

To gain more insight into the conversations surrounding your industry or to use our solution for a more in-depth analysis, contact us at for a demo of our solution.

To download a PDF of the report, click on the Download Foodtruck_HashyReport_2014-05-28.

For more information, visit

Thursday, May 22, 2014

Hashy Shoe Report: Before & After

By Blair Heckel

Today’s Blog is another Hashy report. We are going to show you how Interstack can change up these reports to fit your needs whether you are in the retail, hospitality, banking or healthcare industry.
Our before and after report showcases our shoe index for the time period of May 14, 2014 to May 20, 2014.
Here is a snapshot of our “before” report.

Here is a snapshot of our “after” report.

You can see the first difference is that we stopped “listening” to the hashtag #boots. We didn’t eliminate the data already captured but we stopped “listening” to the hashtag to show you how your reports can change with the elimination of one single term. Of course, our customers can log back into the dashboard and turn the hashtag back to “listening” to start capturing the data for that term again. No worries… all of your previous data was saved.
Second, you’ll see that the number of Total Tweets Found has decreased from 20,252 tweets to 13,749 and the Total Users Identified has decreased from 6,979 to 4,499.
Next, comparing the top 10 frequent words side by side you can see that the first four words, shoes, pumps, fashion and women are the same even after #boots is eliminated.

The bottom six words switch from sexy, leather, legs, love, style, and stockings to legs, stockings, highheels, dress, love and style.
These are not all unlike. All of the top 10 associated words still remain within the shoe industry.
The sentiment of the overall tweets had altered, starting with a 10.2% negative sentiment for overall tweets to 11.1%
The total tweets found graph shows the weight of the hashtags tracked, day by day, to fit the majority of the tweets.

The percentage of tweets with assigned values compares relevant tweets or irrelevant tweets pertaining to the hashtags being tracked. In the first report, the percentage of relevant tweets is 36% or 7,292 tweets. In the second report, the percentage of relevant tweets is 38% or 5,159 tweets. The number of tweets has decreased dramatically because of the elimination of the hashtag #boots, which implies that #boots carried in a number of irrelevant tweets and therefore, skewed our data.

Scrolling all the way down to the top 50 words associated with the hashtags being tracked, we can clearly see that after the first 15 words or so, the content of the tweets start to change. Not all of the terms are eliminated, but rather shifted, for words that hold more weight.
Here are some differences in the top 50 associated words:
These words were eliminated
  • Latex
  • Fetish
  • Model
  • Pics
  • Spandex
  • Ankle
  • Baby
  • Clothes
  • Shinny
  • Accessories
  • Crochet
  • Makokariny
  • FemdomPicsVideok
  • LateXXtasy
These words were added
  • Thick
  • Pawg
  • Femalecurves123
  • Opening
  • Beauty
  • Collants
  • Pink
  • Nails
  • Gessabel
  • Grande
  • Outfit
  • Amazing
  • MintPal
  • Shoe

I hope you can see after reading this blog, that when you stop “listening” to a certain hashtag, it can have serious effects on your report. Of course when you are tracking similar terms, your reports might not differ as much versus a report where you are also tracking non-hashtags, accounts, and people.

To gain more insight into the conversations surrounding your industry or to use our solution for a more in-depth analysis, contact us at for a demo of our solution.

For more information, visit

Wednesday, May 14, 2014

Subliminal Marketing: Sensory Marketing

How Aesthetics Influence Purchases
Consumers are constantly and consistently influenced whether they realize it or not and that is the whole point of subliminal marketing. Subliminal perception, by definition, is “the perception of a stimulus without being aware of it;” therefore, subliminal marketing is when consumers perceive a product or brand image without being aware of it or why they perceive it that way. This is also called “Sneaky Marketing.” Whether online, on TV, or in brick and mortar settings, aesthetics are extremely influential in our buying decisions.
Have you ever thought about why you purchased something from a store? Was it on your list of items needed or was it on impulse? Was it conveniently placed to catch your attention? You are likely feeling the effects of Sensory Marketing, a stimulus that plays on your five senses. Sensory Marketing, by definition, creates a favorable product or brand impressions in the conscious mind by applying to one or more of the five senses. To demonstrate, we’ve broken down the five senses and how each is affected by sensory marketing.

Music in retail stores is something you might think is just a part of the brand or just a part of the atmosphere. Music, however, is one surefire way to attract customers and get them to stay. Abercrombie’s blasting soundtracks catch you at the other end of the mall with their loud bass in order to attract their target market which is usually teenagers and tweens.  They cultivate an image of youthfulness, playfulness and mild rebellion to attract the “popular” kid, the one who loves to party and look good. On the contrary, go to a small boutique like Francesca’s and the music is more ethereal and relaxed targeting a more mature and sedate market. Music in television ads makes you want to buy Oscar Meyer Wieners or adopt a dog from Sarah McLaughlin. Why is this? Because music plays on your emotions. It can make you happy, sad, angry, calm and many other emotions and those emotions become associated with that particular brand.
Even the very products that we buy are manufactured to make a particular sound that resonates with consumers. A good example of this phenomenon would be the sound of a car door shutting. Automotive manufacturers have deliberately design their doors to make a loud shutting noise so we, as drivers, feel secure that it is closed.

Taste is by far the biggest reason we buy the foods we eat. I try not to think about how much sugar is added to my Cola or how much salt is sprinkled on my Micky D’s fries because they are SO GOOD! I know they aren’t good for me, but the happiness I experience when I taste the first hot fry makes me forget all about it. Even though I love the occasional fast food, I recognize a growing category in foods is the health food market. You’ve got protein shakes, energy bars and Lean Cuisines to name just a few. People want to lose weight and feel healthy without starving themselves. Protein, in various forms, is one way to stay full. A new product I’ve seen in the market recently are the cricket protein bars. Yuk! Crickets? Yes, that violin playing bug is a good energy source and keeps you full for a long time. So how does that make it into your grocery store? Manufacturers and marketers conduct taste tests so you get the best product without that cardboard taste. This typically means adding chocolate, peanut butter and sugar - to taste!

Remember what it’s like to walk down the food court in a mall on your way to the shops? You can catch a whiff of Cinnabon, Panda Express and maybe Starbucks coffee brewing. Smell plays a big role in attracting consumers to stores and products. Some stores even have a scent attached to the products you will be buying. For example, one store sells baking products but does not bake on the premises and instead uses machines to “pump” a whiff of that baking scent into the air. And isn’t it weird that the Rainforest cafĂ© has the scent of the rainforest… in an urban shopping mall?
When you were a kid, I’m sure you saw plenty of signs that read, “Please do not touch,” only adding to the appeal of wanting to touch the product. Certain products do need to be felt before buying such as clothing, mattresses, pillows, bedding, makeup and technology products for testing the softness, quality and weight. Brookstone is an example of a store that allows you to have a fun experience while testing out their products. You’re going to want to know if that massage chair can really get down and ease your pain.
I’m sure you already knew that the light in certain stores affect your decision making process. Certain stores prefer a cooler, low-key store with dim lighting. Abercrombie, Hollister and Francescas all play different genres of music, but like to keep their stores dark, while showing off their clothing with highlighted tables and shelves. Why might this be? Could it be to give it a too-cool-for-school vibe or is it to hide low-quality products? In comparison, Forever 21, Target and grocery stores are brightly lit because the stores are typically larger, and want you to have the optimum shopping experience.

Clean and organized provide for the optimum shopping experience.
Say you went to Express, which happens to be a favorite store of mine! This is the perfect place to find fashionable and dressy clothing especially when it comes to business attire. All the items are hung with the hangars facing the same direction and jeans are folded nicely on top of each other. Professional attire deserves a professional shopping experience. Grocery stores have each foods aligned with their category, brand, and product. It’s hard to get lost in the grocery store when you have carefully hung signs above each aisle.
Organized Chaos is a planned thing
As I mentioned earlier, Forever 21, in comparison to Abercrombie and Francesca, has brightly lit stores carrying today’s current and most popular trends. So, does it not strike you odd that the employees who work tirelessly to make sure that the store is clean and the inventory is stocked for the next day forgot to tidy the place up a bit?
This is actually a strategic choice by Forever 21. The longer it takes you to find a particular item of clothing, the more likely you’ll come across something else that strikes your fancy. You go in thinking that you need a basic white tank and leave with a party top you didn’t even know you needed until you saw it.

That pack of gum at the register…
This last part really needs little explanation as we all have seen the impulse items at stores. We know they are strategically placed as the last items we’ll see as we stand at the register to check the items we need. I’ve never been mad that I bought a candy bar or a magazine on impulse, but it is a part of the company’s strategy. Lip glosses and accessories stand across the lines from Forever 21 and ear buds and jump drives are located at every register at Best Buy.
When you think of strategy for a company, you might think of target market and demographics. Now we can clearly understand how sensory marketing can affect our emotions and perceptions of companies as well as their products. The next questions after comprehending their strategies are “How does this affect me?” and “Does it change how I think about shopping?”
For me, personally, I might not purchase an oven even if I smell the aroma of cookies baking. However, I might buy a magazine with Duchess Kate on the cover even if I don’t need it. It’s up to you how you spend your funds and whether you choose to acknowledge that no matter where you go, your perceptions might be at the hands of the marketing department. Maybe the best way to manage your funds is to stay away all together. Out of sight, out of mind?

Thursday, May 8, 2014

Full Hashy Shoe Index

Hi Everyone!

By now you know that Hashy, our hashtag analysis solution, can monitor and analyze any hashtag from every vertical. We have our shoe index, supermarket index, hotels, cities… you get the point.

Today, we are publishing our Full Hashy Shoe Index. This report analyzes aggregate data from the day we started monitoring terms to now.

 The terms we’ve tracked in Hashy:

1.      Boots
2.      Clogs
3.      Dorsay
4.      Flats
5.      Heels
6.      Moccasins
7.      Oxfords
8.      Pump
9.      Sandal
10.  Stiletto
11.  Wedge

As you can see, we have a total of 115,461 tweets captured with 47,773 users identified in Twitter.

Our frequency analysis identifies the top 10 frequent words from all hashtags. Here is a list of our top 10 frequent words: 

1.      Shoes
2.      Pumps
3.      Women
4.      Sexy
5.      Fashion
6.      Leather
7.      Dress
8.      Love
9.      Legs
10.  Highheels

I think these terms speak for themselves as they are popular words associated within the shoe industry. Women love sexy fashion! They love to dress up. We all know that high heels make a woman’s legs look Amazing!

The overall sentiment has been positive with a few minor neutral and negative tweets along the way. Although our report shows you just a snippet of the data, our dashboard allows you to search for those negative tweets with the capability to respond as well as direct message and retweet.

The previous segment, Total Tweets Found, shows you all the hashtags in comparison, day by day, so you can get a closer look as to which hashtags are used the most. As you can see, the hashtag #heels wins by a long shot.

The percentage of tweets with assigned values shows you whether they are relevant to the hashtag or irrelevant. We’ve noticed along the way by using our solution that spammers like to use a variety of different hashtags to get you to click on their link. This chart shows you that 64% of the 115,461 tweets are relevant.

Again, you see the top 10 words but this time you see the percentage of the report that focuses on that specific word.

The Global Percentage Per Term showcases the hashtags by sentiment: positive, negative and neutral. Certain hashtags, such as clogs, are majority positive. However, if you take a look at heels, you can see that it is equally all three throughout the report.

Our Bubble Chart shows you our top 50 frequent words in a different way than our top 50 frequent word list. It shows you in size which associated words have more weight.

Lastly, our Top 50 Word List with all hashtags combined show you from top to bottom which associated words have the most weight. Again, the majority of these words are self-explanatory in how they relate to the shoe industry. Sometimes, you might see a user account in the top 50 and that is because they get a lot of retweets.

To gain more insight into the conversations surrounding your industry or to use our solution for a more in-depth analysis, contact us at for a demo of our solution.

To download a PDF of the report, click on the Download Shoes_HashyReport_2014-05-01.

For more information, visit

Wednesday, May 7, 2014

Hashy Cities Index

Hi Everyone!

This is our latest Hashy Insider Report. This report analyzes hashtags and terms within Twitter pertaining to cities to get an understanding of the conversations surrounding the various needs of different cities, big and small. We chose to monitor the following hashtags and terms:
  1. “Local Improvement”
  2. “Playground Equipment”
  3. “Sex Offender”
  4. #propertytax
  5. Dangerous Dogs
  6. Dispensaries
  7. Property Tax
  8. Underground Utilities
  9. Water Treatments
Here is a breakdown of the top 50 words associated with these hashtags and terms to give you a better understanding of what conversations are happening around social media.  By showcasing a number of actual tweets using the terms and hashtags above, we hope to give insight into the direct conversations.
Bolded words are included in the top 50 word frequency, while numbers on the left correspond to the bolded hashtags.

1-3, 5, 7.) Arizona taxes had a prominent place on the list.
  • "Arizona May Impose Unusual New Tax On Customers Who Lease Solar Panels via @climateprogress"
  • "RT @thinkprogress: Arizona might put a weird, new tax on customers who make their own solar power…"
  • "#Arizona might put a weird, new tax on customers who make their own #solar power #renewables" 

4, 6.) A number of locations discuss marijuana dispensaries.
  • "Medical marijuana in Oregon: Ban, regulate, tax or do nothing on dispensaries, attorney tells city leaders"
  • "RT @AskPalmCoast: City of #FlaglerBeach to talk about medical marijuana dispensaries -- (via @jwheeler715)"
8.) This tweet correlates to a judge who was recused from a case involving a rape victim.
  • @zellieimani "She told the newspaper that the victim “wasn’t the victim she claimed to be” and said the defendant, “is not your typical sex offender."
9-11,13-16, 49.) The abbreviation PLS refers to a number of Retweets asking for help capturing sex offenders.
  • "RT @VancouverPD: High-risk sex offender Bradley MacCulloch wanted Canada-wide. Don't approach. Call 911. Pls RT http…"
  • "RT @7News: .@TauntonPolice are looking for level 3 sex offender James M. Bowen. DETAILS: PLS RT #7News…"
12.) This tweet chronicles a murder case in South Carolina.
  • "Neo-Nazis in SC admit to killing sex offender; say would've killed more"
17-18, 39.) These tweets refer to debates about juvenile sex offender registries.
  • "#Washington #News Pa. court takes up juvenile sex offender registry: HARRISBURG, Pa. (AP) - Pennsylvania's hi..."
  • "Penn. considers whether requiring juveniles to register as sex offenders is cruel & unusual punishment - via @reason"
  • "Juvenile sex-offender registries are challenged - Washington Post"
19.) These tweets depict a sex offender escaping from a Canadian correctional facility
  • "Sex offender escapes Bowden correctional centre via @calgaryherald @rcmpgrcpolice any pics?"
  • "New from Alberta: Sex offender escapes Bowden correctional centre (Calgary Herald)"
  • "“@GlobalCalgary: Inmate escapes from Bowden Institution:” @sarahbessey22 There's a sex offender on the loose ! Yikes"
20.) Slap refers to applying income tax or property tax.
  • "Revenue Department to slap income tax on all types of property rents"
20-28, 33.) Slap also refers to a sex offender.
  • "RT @qikipedia: 1680s sex offender Whipping Tom would lift women's skirts, slap their bums, yell 'Spanko!' & flee (via QI podcast http://t.c…"
29-32.) An off-color tweet referring to the new haircut of Jonathan Greening.
  • "RT @jrhz23: Mad how one haircut changed Jonathan Greening from nice family man into Turkish sex offender"
34,47.) Several tweets involving the murder case in South Carolina.
  • "A man was put on the sex offender list for having consensual sex in highschool w/ a woman who is now his wife -->"
  • "Wow! White supremacist couple kiss& smile after sentencing for killing a sex offender's wife."
  • ""U.S. white supremacist couple kiss and grin as they're sentenced to life for killing sex offender and his wife" -"
35.) A variety of tweets using days to represent jail time, protests and an idiom
  • "RT @TanyaNews1130: UPDATE: Convicted sex offender "Swirl Face" is sentenced to three months in jail but only has 48 days left after credit …"
  • "Going to Fistral is a dangerous these days even the dogs have to wear hi vis #Newquay #danger…"
  • "Texas property tax deadline is June 2, due to May 31 being a weekend. 27 days to file a property tax protest. 16% increase is too much."
36, 42.) Tweets involving changes to San Diego’s policies regarding marijuana dispensaries
  • "New York Times-Style Title Case Headlines Are Confusing. | Couple Who Killed Sex Offender Act Out In Court"
  • "San Diego halts all actions against marijuana dispensaries - — At the order of newly elected Mayor Bob Filner,..."
37.) Tweets about dangerous people and dogs
  • "Public warned about potential sex offender after female jogger is followed via @cp24"
  • "RT @SeattleDogSpot: Fungus potentially dangerous to dogs, humans found in eastern Washington for first time #dogheal…"
38, 40-41, 44, 46.) Tweets pertaining to business advice and collegiate sports
  • "RT @BrendaLeeFree: If a business is profitable, the land is profitable, meaning more property tax funds #PaTourismSummit14 #TravelEffect"
  • "RT @NotJerryTipton: Kentucky beats Louisville again. Softball this time. Apparently the reason UofL's so profitable is because UK has to pa…"
43.) Tweets using large in terms of funding, quantity and alerts
  • "RT @jengerson: @cat_has_tongue In other words, your road network is largely funded by income, property and business taxes. Gas tax is margi…"
  • "Come check out our large assortment of playground equipment for ALL ages!"
  • "@GSDRofficial1 @Skythegsd its the same with every large...looked on as dangerous dogs...blame the DEED and maybe the OWNER not the BREED!!"
  • "RT @nealcarter: Escaped Convicted Sex Offender at Large in Baltimore City #Baltimore"
45.) An effective use of retweeting by one individual
  • "RT @Xoolun: My friend has admitted that he is a registered sex offender.”
48.) Tweets regarding possible land seizures
  • “Incom Tax Department to seized excess property of Ministers & others as declared in filed nomination election2014"
  • "RT @PoliceStateUSA_: Widow’s home seized because of unpaid $6.30 #propertytax late free”
50.) Tweets regarding laws and lawyers in various municipalities
  • "Find #Illinois dispensaries, doctors, lawyers, and more by phone with the Cannabis Clubs Hotline! Call (888) MMJ-0420 today!"
  • "Laws in various states that require sex offender registration if you're being HIV+ or doing sex work #lgbtcrimjust"
  • "Watch DPS v Doe, COA skeptical that SORNA overrides sex offender registration held unconstitutional under state law."
So there you go. I hope you can now recognize why listening to conversations via social media is important for helping your community and understanding the various needs troubling citizens.

Monitoring what’s being said about your city or town can help your government or organization create new policies or procedures to protect the welfare of your citizens and ultimately create a system for effective communication.

To gain more insight into the conversations surrounding your industry or to use our solution for a more in-depth analysis, contact us at for a demo of our solution.

To download a PDF of the report, click on the Download Cities_HashyReport_2014-05-07.

For more information, visit