*NUVI. BYU Jersey Social Landscape. August 8, 2013 at 5pm - August 9, 2013 at 5pm

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2 At A Glance This report analyzes 1,155 social mentions including the keywords BYU tradition spirit, BYU jersey, BYU jerseys, #BYUjersey, #BYUjerseys, #BYU jerseys, #BYU jersey, BYU's jersey, BYU's jerseys jerseys between August 8th at 5pm and August 9th at 5pm. The peak of conversation happened on August 9th at 1am, which included the keywords BYU, Spirit, jerseys, Tradition and Honor. Positive conversations included the emotions Spirit, Honor, Sweet, fans and Honor this season. Negative conversations included the emotions mocking, scandal, forget, not thrilled and bad. The most influential profile that mentioned your brand this week who has 15,441 followers. mentions were not re-shared. Volume: Page PM Fri AM 1 PM There were 1,155 mentions between August 8th at 5pm and August 9th at 5pm. The peak of conversation (8 mentions) occcured on August 9th at 1am. The most frequently used keywords during that peak were BYU, Spirit, jerseys, Tradition and Honor. Sentiment: Page PM Fri AM 1 PM 19% Positive Peak: 66 mentions on August 9th at am 49% Negative Peak: 174 mentions on August 9th at 1am Most shared Negative mention: When will the BYU bookstore start selling over sized pink football jerseys with "Sweet Spirit" on the back? LostTacoVendor Legendary Utah Jazz fan. Influencers: Page 5 MSN Score: 88 The official Twitter page of in the US. Stay in the know. Deadspin Score: 88 Sports News without Access, Favor, or Discretion. Contact us: tips@deadspin.com. Score: 80 Utah news from The Salt Lake Tribune - Utah's largest newspaper. We bring you... The Top 10 Influencers mentioning your brand are interested in salt lake, Cougars and sports. Location: Page 6 Conversations: Page 7 Viral Coefficient: Page 15.4% 178 mentions shared "jerseys" 10.4% 10 mentions shared "byu" 0. VC Reach Spread VC Viral Coefficient Utah, California and Arizona were most vocal about your brand. Utah, Idaho and Nevada had the most mentions per capita. 9.0% 104 mentions shared "back" Original mentions about your brand had a potential of reaching 1,47,017 people between August 8th and August 9th. In the same timeframe, mentions about your brand spread to,17 additional people via Re-Tweets and Shares. Viral Coefficient Mentions about your brand were not very viral. Page 1

3 Volume Between August 8th at 5pm and August 9th at 5pm there were 1,155 mentions about your brand, reaching a potential audience of 1,47,017. Of these 1,155, 50% were retweeted by 81 unique profiles, spreading the mentions to an additional,17 people. Mentions Timeline PM Fri AM 1 PM 1,155 Total Mentions On Friday the 9th of August at 1am, there was a spike of 8 mentions. The most frequently used keywords during that time were BYU, Spirit, jerseys, Tradition and Honor Content Source Breakdown Twitter 94.11% (1,087 mentions) Facebook.% (7 mentions) RSS 1.1% (14 mentions) Google 0.95% (11 mentions) Reddit 0.6% ( mentions) 0. VC Reach Spread VC Viral Coefficient Original mentions about your brand had a potential of reaching 1,47,017 people between August 8th and August 9th. In the same timeframe, mentions about your brand spread to,17 additional people via Re-Tweets and Shares. Viral Coefficient Mentions about your brand were not very viral. Most Reach Most Spread Most who mentioned your brand on August 9th at 1:49pm, has the most followers (475,518). On August 8th at who has 9,11 followers, posted a mention that spread to 9,775 additional people. The most popular mention appeared on August 9th at 1:59am, posted and was retweeted 75 times. BYU tried to remove players' names from jerseys and replace them with buzzwords. It didn't last long. Deadspin Sports News without Access, Favor, or Discretion. Contact us: tips@deadspin.com. A couple BYU players I talked to simply said they didn't want to talk about jersey change publicly. It was obvious that they d Jay Drew BYU football and basketball beat writer for The. When will the BYU bookstore start selling over sized pink football jerseys with "Sweet Spirit" on the back? LostTacoVendor Legendary Utah Jazz fan. Page

4 Sentiment Of 1,155 mentions analyzed between August 8th at 5pm and August 9th at 5pm, approximately mentions (19%) were positive, and 564 mentions (49%) were negative. 68 mentions (%) were classified as neutral, or not very emotional in either direction. The most frequently used positive emotions were Spirit, Honor, Sweet, fans and Honor this season. The most frequently used negative emotions were mocking, scandal, forget, not thrilled and bad. Sentiment Timeline PM Fri AM 1 PM 19% Positive Mentions 49% Negative Mentions % Neutral Mentions The biggest sentiment gap occurred on August 9th at 1am when the positive sentiment reached 1% (6 mentions), and the negative was 6% (174 mentions). On Friday the 9th of August at am, there was a spike of 66 positive mentions. Most shared Positive mention: If/when BYU goes 1-0, everyone will be rocking Tradition, Spirit, & Honor jerseys. Like Al Davis used to say: "Just win, baby." Negative sentiment peaked with 174 mentions (6%) on August 9th at 1:00am. Most shared Negative mention: When will the BYU bookstore start selling over sized pink football jerseys with "Sweet Spirit" on the back? Brandon Ogletree LostTacoVendor Legendary Utah Jazz fan. The lists to the right show the people who are using positive keywords and negative keywords in posts about your brand, along with the number of people that follow them, and the number of mentions they shared between August 8th and August 9th. Sharing Positive Sentiment scott Followers Rob Johnson 1 Followers Eric Frandsen Brandon Ogletree,17 Followers 4 Sharing Negative Sentiment 4,16 Followers Spencer Sorensen 8 Followers Jonathon Preece 19 Followers Joe Coles 145 Followers Keegan Hicks 68 Followers Chappy 1,0 Followers Page

5 Influencers The top Influencer for your brand, MSN with 15,441 followers and an Influencer Score of 88, mentioned your brand 1 time between August 8th at 5pm and August 9th at 5pm. Rob Johnson mentioned your brand 4 times during the same period. Name Bio Followers Score August 9th at 1:19am The official Twitter page of in the US. Stay in the know. BYU FB jerseys reportedly will have an inspirational word rather than a player s name stitched across the back 15, August 9th at 1:49pm Sports News without Access, Favor, or Discretion. Contact us: tips@deadspin.com. BYU tried to remove players' names from jerseys and replace them with buzzwords. It didn't last long ,518 August 8th at 11:55pm Utah news from The - Utah's largest newspaper. We bring you breaking news, sports and interesting tidbits from Utah here and at sltrib.com #BYU wide receiver Ross Apo displays his "Spirit" jersey, without his last name. #byufootball 4,16 80 SB August 9th at 1:45am Official Twitter feed for managed maintained by sports fans. Fans and players aren't too happy about BYU's decision to take names off the backs of jerseys. 75, Alex August 9th at 1:0am Trying to make a difference in communities I live/work. Love family/friends most. Golf, tech, cycling, biz = passions. Happy by nature, optimistic just wait. There will be tons of byu fans wearing those jerseys. 74,914 7 August 9th at :8am Jody August 9th at 1:am Breaking news from and the Las Vegas Review-Journal. See news? social@reviewjournal.com. What are your thoughts on BYU's new jersey change? Utah Jazz beat writer, Deseret News. Dad of 4. Husband of 1. #01Chappys winner! Ironman (all miles). Solution: BYU should follow Utah's lead by selling the Tradition-Spirit-Honor jerseys and donate proceeds to the Wounded Warrior Project. 4,48 7 7, Dexter August 9th at 5:1am lakers ucla other We don't even know how bad those BYU jerseys gonna be. On the coolness bell curve they'll be six standard deves to Oregon's left.,6 64 Top influencers conversing about the names being taken off the jerseys were expressing almost completely negative sentiment. The biggest reasons for the negative feedback were: lack of input from players/fans and a desire to represent ones own family name on the field. Page 4

6 Location NUVI analyzed 87 mentions between August 8th at 5pm and August 9th at 5pm which were either geo-tagged at a specific location or were associated with a particular location based on the person's bio. Most of the conversation (70%) about your brand happened in Utah. Total Volume by State Volume per Capita Languages Utah (7 mentions), California (1 mentions), and Arizona (11 mentions) were the most vocal about your brand. Utah (7 mentions), Idaho (4 mentions), and Nevada (6 mentions) had the highest number of people per capita talking about your brand. English % Sample Mention from Utah: Sample Mention from Utah: Findings Not a fan of the jersey changes but its not a big deal as long as BYU goes out swinging this year. Just win and I'm good. Joshua Howland An Entrepreneur and Student - Lift Media, Apps by Lift, and LearnStack. #BYU wide receiver Ross Apo displays his "Spirit jersey, without his last name. #byufootball Utah news from The - Utah's largest newspaper. We bring you breaking news, sports and interesting tidbits from Utah here and at sltrib.com The BYU brand is almost exclusive to Utah, although neighboring western states also had a good amount of conversation about the jerseys. Note that sentiment is trending negative again despite the reversal. This is due to people mocking the university/football team for what they view to be a poor decision. Page 5

7 august 8 *NUVI Conversations From the 1,155 total mentions about your brand between August 8th at 5pm and August 9th at 5pm there were 15 major categories of conversation, with "jerseys" occupying 15.4% or 178 mentions. Word Burst 15.4% 10.4% 9.0% 8.8% 8.% 8.1% 178 mentions shared "jerseys" 10 mentions shared "byu" 104 mentions shared "back" 10 mentions shared "sweet spirit" 96 mentions shared 94 mentions shared "honor" sweet spirit on back byu football is back of byu's back of byu back of back of jersey start selling jersey byu when will byu bookstore sweet back jerseys and rt buzzwords replace with rt jerseys since honor on honor jerseys homecoming jerseys for honor and tradition backs spirit byu jerseys will tradition or honor jerseys with spirit spirit and honor spirit or honor byu replaces byu tried to remove players names? Trending Hashtags Trending Keywords Trending URLs #byu 140 Spirit #byujerseys 78 jerseys #jerseygate 17 BYU #byublackout 17 Tradition #byufootball 1 names 151 youtube.com/das_captcha?nex 5 #rideordie 10 Honor #tradition 8 Zuckerberg #byujersey 6 back #honor 5 players Page 6