Things are changing.

2014 is the year of change here at Mediabadger and one of the biggest will be a name change. We have recently launched our new platforms branding and we have gone with a new company/product name called Orphio Technologies (

Over the coming months we will transition from the current brand to the new one. Exciting times as we prepare to transition from a consulting firm to both that and a SaaS provider.

Stay tuned for more great news and if you have any questions, let us know.

We are on the hunt for a JavaScript pro (contract)!

We are looking for a JavaScript pro, plain and simple. You will work with our small yet fun development team, working on a fantastic project. Currently this role is a contract based role, however it could become FT.

* Strong Javascript experience
* Knowledge of range of libraries (jQuery, Backbone, Bootstrap, D3.js)
* High performance website experience
* Cross-browser UI experience
* Good CSS3 and HTML5 experience
* Single Page Application development
* Django, PostgreSQL, Python experience a plus

Send through your CV to, including what sets you
apart from everyone else and why we should bring you on.

Top 10 Auto Brands in Canada and USA on Social Media

One hot subject area of chatter in Canada and the USA is cars. We love our cars, trucks, ATV’s…well anything it seems, with a motor and wheels. So we took a drive into online chatter about mid-size family sedans. What? Why? I know. To us we figured that the mid-size car market wouldn’t see a lot of consumer chatter. We were wrong. There’s a lot of chatter about that good old staple of the surburban-urban road – the 4 door sedan. Here’s the top 10 sedans in the US and Canada in social media.

Canada Top Mid-Size Sedans on Social Media & News Media
There are an awful lot of similarities between Canadians and Americans. That includes car makes, since many Canadians drive American vehicles. We based our brands we researched from J.D. Power and Consumer Reports definition of a mid-size sedan.

Canada Top Sedans









American Top Mid-Size Sedans on Social Media & News Media
Not a lot of difference but hey, there are always some. The Honda Accord had more discussion among men than women. Women also seem to talk more about the Jetta. These are just overall volume of mentions…hey this is on our own dime so we didn’t go digging too deep on specifics.

USA-Top Sedans









The Return of the American Auto in the Consumer Brain
As we did this research, we also wanted to use our ability to go back in time and understand historical trends. We looked at discussion of cars by countries of origin back to 2008 (right about the time of the big American auto brand bail-outs.) Seems American cars have made a bit of a comeback, lead, we found, by Ford, who enjoyed the largest volume of mentions. We looked at a total of 100,000 discussions per year and out of those which vehicle makes were mentioned the most. We did not dig into the why; that might be for another post.

Auto Maker Chatter


Consumer Content Trends in Social Media

In 2009, when we first started benchmarking the form of content and how it is shared in social media, we found that the average blog post was 800 words in length. By 2011, that had dropped to 300 and now in 2013, it has dropped to around 200 words per post. In September of 2010, we first described how consumers using social media were mostly “snacking” and creating “snippets” of information/content.

Snippety, Snip, Snip
The creation of snippets of content in 2013 has increased by about 40% from our benchmark study in 2010. We believe this is largely driven by the use of mobile devices. Writing a lot of text is less common today.

Content is Comment
Our view on Twitter’s success is precisely because it is short and focused. It is a running dialogue and a quick way of sharing. Once Vines came on the scene, this rapidly increased. In the under 25 segment, snippets of content are the way. Apps that provide quick features like emoticons and ranking (i.e. +1 or Like) are adopted quickly by youth. As mobile devices increasingly account for what is put on and shared in social media, snacking on content and creating snippets will be the majority of content in the social web.

Tumbling Around
Now we see that Tumblr has become a “hub” of sorts fed by Twitter, Plurk, Pinterest, Instagram and Vines for the most part. In a sense, Tumblr has become a public form of Evernote – the public place where people share their digital lives and express their real-world lives publicly. Pinterest is similar in this sense, but is largely just a photo repository since it’s features are more limited than Tumblr. The flexibility of Tumblr and it’s seamless integration with short-content apps like Twitter and Instagram are, we believe, a fundamental element to why it will succeed and remain popular. Kudo’s to Yahoo! for protecting it.

Polarization & Organisation
As part of this trend in snacking on content and creating snippets for people to snack on, another behavioural element has emerged – quick polarization on issues. We know that social media can tend to form echo chambers. This is increasingly so and people are following a herd mentality very quickly, forming opinions and standing strong to them. People do not generally like to back down on an issue they support; especially it would seem, online. What that also means is that people are using social media tools, especially where they can access features from a SmartPhone, to organise – as in a petition, a group opposing or supporting an issue or some form of real-world activity (e.g. protests, dinner, birthday party.)

Implications for Government (Digital Diplomacy etc.)
Monitoring and analysing citizens on their views and opinions or actions they are about to take on an issue will be harder and easier at the same time. Harder since polarisation may be quicker and the myths that form can become the narrative much faster – making it harder to create messaging that can change opinions. Easier because citizens are saying more about public policy issues, so there will be more insight for government to meet citizens expectations. Governments will also have to learn how to create snippets of content that can quickly and easily be shared, focusing on the “meat” of a policy or bill to be on a departmental website or blog or via a good video…departments & ministries creating mini-documentaries? Maybe.

Implications for Business
The same issues of monitoring and analysing around citizens comes into play for consumers. When a PR crisis hits, it is likely to become even more intensified. A crisis might also become shorter as well, as people move quickly onto the next issue. Which also means a company might lose a lot of sales fast. Fortunately, handled well, the same company will have an opportunity to revive from the bad issue. If they engage correctly. Companies must now also engage quicker with consumers and take the same content approach governments will have to do.

Conventions, Social Media & Business Travellers

One of the many parts of our Big Data research projects that we enjoy the best is uncovering unique insights for our clients; and it’s extremely rare when we don’t. One recent insight in our online tourism research comes in the area of conventions and conferences. Insights from “Open Big Data”, that is, social media and other online channels. The kind social media monitoring tools were never designed to catch or be able to dig for.

Insights from Business Travellers
Those who have to travel often for business know it isn’t always as exciting as some may think. Lost luggage, missed meetings, critical deadlines. So people who travel like to share their experiences in online channels, from Twitter to Tumblr, from blogs to forums. So once again we delved into some of our past destination marketing research to see if we could find some insights to share. We found that analysing business traveller discussions can lead to some excellent marketing opportunities for hotels and convention centres as well as local attractions and restaurants.

The Return Family and Friends Visit
We found that both men and women travelling for work will comment 45 times out of 100 mentions from their first time visit to a destination on whether they would return with friends and or family. When they talk about returning, they will often include a specific place to eat or a location they didn’t have time to visit, but would upon returning.

Photo’s as an Indicator of Intent
Of those that mentioned a desire to return with friends or family, we found that 78% also took and shared photo’s of the area being visited and 32% of those photo’s included food and 18% an outdoor location (architecture, scenery, hotel.) We could also determine that 93% of the photo’s were taken with a mobile device (tablet or smartphone.)

Historical Big Data Gems
As we reviewed this data, we also found it interesting that one can gain insight into some historical trends of business visitors; what they are more likely to do given the time of year they are in a city or conference location. Going back historically can offer some unique insights to put packages together with local destination partners.

For conference and convention organisers, Big Data insights from the Web (including social media and news media) can provide some new ideas on how to package your destination. Research through Big Data can be a way to set an operator apart from other destinations by very specific sectors. We could, for instance, focus on medical symposiums and take a look at what medical professionals are saying about a destination. This can help a convention marketer quickly tailor a package that is most likely to be attractive to a particular segment. The convention business is competitive. Why not leverage Open Big Data for an edge? Listening to business travellers can also provide partner hotels with insights in how to bring those visitors back for their family vacation.

Tourism Big Data