MARIE KONDO

SOCIAL MEDIA REVEIW

ANALYZING THE TWITTER

CONVERSATION OF THE TIDYING GURU
Kennedy Murdock and Ana Lemire
PURPOSE RESULTS
The purpose of this report is to examine TRENDS OVER TIME:
the social media When viewing the
presence of Japanese cleaning trends over time chart,
mogul Marie Kondo. With the recent you can see there was
premiere of her Netflix show, “Tidying one large peak in the
up with Marie Kondo,” we looked at the online
popularity and effect she’s conversation that
generated among the online populous of occurred on January
Twitter. 14th. This marks the
day when the
METHOD discussion on the
KonMari method of
Utilizing the analytics program Sysomos, we used the search “mariekondo” OR getting rid of books reached its all time high of about 60,000 mentions in 24 hours.
“marie kondo” OR “Tidying Up with Marie In specific, people were mainly upset because she suggested that a person did not
Kondo” OR “konmari” OR need to own a lot of books and that they were considered clutter. This sparked an
Orignal Search
“TUWMK” OR online debate on whether her method was truly applicable or considered
“konmari unreasonable.
method” OR KEYWORDS:
“marie kondo There were a few main keywords
method” to cap- demonstrated in a word cloud
ture any possible from our results. These words
talk or mention mainly included our
of Marie Kondo. initial search such as: “Marie”
The usage of any and “Marie Kondo.” In addition to
hashtags were that, there were also other
omitted as the notable features such as“spark,” “joy,” and “tidying,” in which reflects the online
analytic engine discussion of her signature question “Does it spark joy?” This quote references a
acquired the same information as long as the KonMari tactic to tidying and can
topics were also be considered an
spelt the same. Finally, the English only filter was applied to the search overarching topic to the
in order to help narrow the focus the conversation.
English-American speaking audience
where the showed aired. Our search began with the first date starting at the pre- CONVERSATIONAL BUZZ:
miere of her Netflix show on January 1st to present day, ranging to about a month Just like the previous pivotal
and a half of points, the main words included
generated in the search are the ones used in
social media results and totaling up to 710,100 mentions. the overall
campaign search. Not including the main topics, there were also other notable MOST RETWEETED:
mentions that included books and other various synonyms for cleaning. The Tweets mentioning Kondo’s
online presences is for the most part within the name of this influencer rather main decluttering philosophy
than other avenues of recognition. of keeping only the items that
spark joy received the most
TRENDING HASHTAGS: retweets, Humorous spins
There were a number of on this idea of questioning if
accompanying hashtags we anything brings joy were most
found that all related popular. @babadookspinoza’s
directly back to the show. The tweet about Kondo’s KonMari
most tweeted hashtag was method being used as a legal
“#mariekondo” which was standard in the future received
used by 17.0% of the twitter over 51,000 retweets. I think
users in addition to the these tweets were the most
“#Konmari” and others popular because it took a
various hashtags simple philosophy and showed
representing her brand of how it could be humorously
cleaning and sparking joy applied to many
different facets of life. The encompassing theme of these tweets was people trying
DEMOGRAPHICS: to declutter their lives and take control over what brings them joy and seeing the
Most of the tweets came from client as an advocate against mindless
the United States (69.8%) with consumerism.
only a small presence of 10% POSITIVES AND NEGATIVE
or less in countries like the SENTIMENTS
United Kingdom, Canada, Out of a sample of 2,000 tweets,
Australia, Malaysia, the Philippines, 34% were positive, nearly 29% were
Japan, Brazil, and India. Women were only 8% more likely to tweet about the client neutral and nearly 37% were
than men. 54% of the tweets we studied were sent by woman as opposed to 46% negative. The positive tweets
of male tweets. Unfortunately, we were not able to get the exact data of the focused on how the KonMari
reactions of specific age groups to our client but the use of Twitter as a means of method has helped take more
communication suggests much of those reacting are Millennials. control of their life and made them
realize all the things they had been
holding onto for years. People
relieved that they had found the
KonMari method and tweeted about enjoying the show and Kondo’s energy.
However, the negative tweets were filled with reactions about losing items that
might have held sentimental value but no longer served a purpose in the person’s
life. People pointed out the differences in American and Japanese culture about
the need for extra things to be kept in the house and reactions to just parting
with some of their things. These positive and negative reactions were taken from
a small sample. Overall, 52% of the total sentiment towards the client has been CONCLUSION
positive. Sentiment hit a positivity peak during the week of January 21st to
January 30th and has been declining since the end of January. Marie Kondo and her KonMari method of organization made a big debut on
January 1st, 2019 through the premiere of her show, “Tidying Up with Marie
TOP COMMUNITIES Kondo” on Netflix. Since then, she has received a range of reactions from
The top communities viewers praising her positive attitude and how putting her method of “finding joy”
were pop culture has helped them take back control of their lives and live happier to negative
commentators, news attitudes towards parting with sentimental objects and her condescending
outlets and celebrities. attitude towards those who have clutter in their homes. Twitter has been the main
The biggest community social outlet for these opinions and has produced over 700 thousand tweets about
talking about the client Kondo. Kondo’s main audience tend s to be Americans, but she has also made an
was the news outlets (i.e. impact in
HuffPost, The Atlantic, countries around the world. Her audience seems to love her introduction to
InStyle, etc.). Involvement finding joy in the items you own but seem to have trouble understanding what that
in these communities is means and how they can practice it in their own lives. Since the show’s original
not surprising given that premiere date, sentiment for Marie Kondo has wavered. Americans still seem
celebrities and pop to have a mostly positive view of Kondo but that may be falling in the upcoming
culture commentators months.
(i.e. The A.V. Club) are expected to know what is on the horizon for being big or Kondo may benefit from engaging more through her own Twitter account
viral in pop culture, specifically what people will be talking about next on sites like (@MarieKondo) with fans and retweeting some positive tweets about how her
Twitter. The community that surprisingly was in the conversation was the cartoon method has helped them. One of Kondo’s main messages is spreading joy so
animator and voice actor community. Although the community is small, there is a tweeting positive quotes or general encouragement might help solidify her brand
level of influence perhaps stemming from the view that artists or creatives often more within many of her viewers minds and engage more people who are trying to
need the most help decluttering. On the influencer graphic, this community is live better, healthier lives.
between the news community and the celebrity community.
REACH:
Marie Kondo
and her KonMari
method of
organizing were
mentioned 710
thousand times
on Twitter. Our
search of Marie
Kondo yielded
around 1.1 million hits on Twitter but only about three-fourth of the tweets found
were directly about Marie Kondo or her tv show, Tidying Up with Marie Kondo.
17% of the mentions on Twitter included “#mariekondo” with only 11.4% including
“#konmari” and 4.9% including “#tidyingup.“ The most popular mentions were the
client’s name directly or some combination of the client’s first name and “joy.”