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Digital Marketing: HP Autonomy at the Sundance Film Festival 2014 - Part 2

Now that we’ve selected where to listen (just about everywhere public), we choose what to listen for. The Sundance Institute and Sundance Film Festival both have social presences on Twitter, Facebook, YouTube and others such as IMDb. Therefore, we capture everything said by Sundance, everything said to Sundance, and all the comments about Sundance. We also include the by/to/about for key individuals associated with Sundance; people like Founding Director Michelle Satter, Sundance Institute Executive Director Keri Putnam, and others. These rules are very straight-forward and allow simple configuration in HP ExploreCloud.



“Clerks” courtesy of


Another thing that also makes listening easy is hashtags. I tune the listener to capture anything with #Sundance, #SundanceLabs, #NewFrontier, #ArtistServices, or #FilmForward – the hashtags used by Sundance. If those hashtags are mentioned anywhere we’ve chosen to listen, HP ExploreCloud grabs the information. YouTube, DailyMotion and other social and news destinations use tagging in their sites. Like hashtags, this allows us to easily capture relevant content.


What else do we listen for? People love to share links with each other, so that’s another straightforward opportunity to find out what people are saying, thinking, and feeling about Sundance. We tell the listener to look for any posts that include not only a URL to, but also to any of Sundance’s IMDb pages and all of its social homes (Facebook, Twitter, Google+, Tumblr, etc.).


Finally, we come to the words and phrases people use. For this, we enter key words and phrases into the HP ExploreCloud listener so it can read all the messages in all of our chosen sources and grab only the relevant ones. “Sundance Institute”, “Sundance Film Festival”, “Sundance 2014” all work great, but not just the word “Sundance”. We want to know about the festival, not Sundance Vacations, Sundance Boats, the Sundance Saloon in Waukegan Illinois, Sundance Jewelry, Sundance Spas, or the thousands of people that are watching “Butch Cassidy and the Sundance Kid” on cable at night. So how do we do it?  We put in qualifiers:


“Sundance” AND “documentary”, or


“Sundance” AND “award”


Once the results start to come in, we’ll review and tune the listener rules. It’s an iterative process that lasts throughout the entire festival.


All of those sources, hashtags, URLs, and phrases cover an immense amount of internet real-estate and will give us endless content to digest. Alright…we have our internet real-estate covered, but aren’t we are also interested in real-estate IRL? Attendees will share all sorts of social information about Sundance without using any of our listening terms…they’ll be talking if they’re having parking problems, if they’re glad the popcorn has real butter, or if there’s a guy snoring in the back of the theater. These are all things we’d never be able to anticipate. For this, we turn to geo-tags.


Facebook and Foursquare check-ins, Twitpics and Vines, all have embedded geographic data, and many people choose to publicly share location when they make a post. The final listening piece is to choose the physical locations that we want to gather content from – no matter what is being said. Chances are, if tweets are coming from an official Sundance venue, it’s about the festival and of interest to us. Google Maps is an invaluable tool here;  right-click on a map location and it shows you the longitude and latitude of the spot. Those coordinates go directly into ExploreCloud so it can capture all the chatter happening within a geographic circle, square, or 27-sided polygon.


The listener is turned on. I’ll come back in a little while and see what is being said.




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About the Author
Martin Cuéllar, Director of Product Marketing for HP Software, is a Subject Matter Expert within HP Autonomy Emerging Technologies. Martin’s...

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