Data-Shack Project

Moleskine's social media analysis

The Company

Moleskine is a life-style intensive brand that produces hard and soft-cover notebooks as their primary product. Moleskine has a particular line of Special Edition notebooks that are designed to incite interest, excitement and brand engagement from their target customers. The special editions consist of custom illustrations or designs on the notebook covers that span topics including trending movies, books and other major events that may be occurring.
Moleskine tasked the team with exploring the social media space, in order to provide insight into consumer needs and, in turn, allowing Moleskin to tailor their products more directly to the current major themes and trends on social media. Moreover, Moleskine wanted to understand how specific special edition products may drive sales of other products over time.

This research was conducted in partnership with Moleskine, an Italian paper products designer/manufacturer that is known for its line of premium notebooks. The brand is characterised by a customer base driven by creativity, spontaneity and productivity. With the strong emergence of social media, Moleskine desires to understand its online target audience such that it can interact with its customers, produce products that are relevant to its customer base and ultimately drive engagement with its brand as the premium fashion item that it is.

Social Media


Our data analysis started from visualizing Moleskin's social media presence. we found that all of their social accounts redirect to the official Moleskine website. In the following, Moleskine's social media accounts are ordered by number of followers. The information visualized is the number of posts and other account activities.



One of the most impactful social media platform we analyzed is Instagram. The following visualization shows the main followers of the Moleskine account ordered by the typology of account. The dimensions represent the number of followers for each account, and the color the field in which they can be classified.


BLOGS COMPANIES PEOPLE 511tactical airbnb hbx iconosquare lamborghini anamariasimon lipstickncurls mynameisjessamyn rubiayguachaca gigadgets blacktaginc society6 kessedjian mabgraves pinot shamekhbluwi designmilk frieze_magazine instagrafite wallpapermag


The visualization shows the main Hashtags used by the Moleskine Instagram Profile in their posts. The dimensions of the circles represent the amount of likes that the posts got. The color shows the category in which the content of the post could be classified.




Each circle represents a specific hashtag belonging to a different category of post (colors). The circles are located in the visualization according to the amount of likes that they received and the amount of post published with each hashtag.


10 20 30 40 50 60 70 0 100 200 300 400 500 600 700 800 900 NUMBER OF POSTS NUMBER OF likes 100 200 300 400 500 600 700 800 900



Youtube is another important platform for Moleskine. The first visualization displays the amount of videos published by the company for each category, it displays the number of views as well.

2016 2009 2010 2011 2012 2013 2014 2015


What are the typology of videos published by Moleskine over time? This visualization shows how the content changed from 2010 to 2016; while the dimension of the flows corresponds to the amount of views for category.



What happens if you look for Moleksine on youtube? The majority of the videos that appear in the first pages are User Generated Content. Shown here are the search results in the first ten pages of Youtube. The UGC are videos not officially related to Moleskine, while the official partner's videos are the results of collaborations whitin brands.

2009 2010 2011 2012 2013 2014 2015 2016 2017 COMMENTS VIEWS


Since we noticed that User Generated Content represented a majority of top videos about Moleksine on Youtube, we tried to understand the level of user interaction with the different videos, in terms of views and comments.




What's the general picture that comes out from the analysis of the the social media surrounding Moleskine's official accounts? The network below is a visualization that shows the links between different profiles and highlits different branding strategies and relevant influencers in these networks.

and Solution


This project utilises social media data to produce a segmentation of Moleskine's online public, to model their communities, and to identify cultural trends as well as patterns of engagement within these communities. We have synthesized and analyzed unstructured social media data of various types and gathered data across various social media platforms (e.g. Twitter, Facebook, Instagram and YouTube), producing a complete picture of the online presence of Moleskine users as well as Moleskine social accounts. We have developed a topic modelling algorithm to identify emerging and fading trends on the social platforms, a topic labelling service to describe these topics and finally an influence maximisation implementation to outline the key individuals who may be critical in driving new themes on social media.


The proposed solution uses text and topic modelling techniques to cluster topics given a database of social media posts. Moreover, it uses a trained labelling algorithm to qualitatively label the clusters from the text modelling stage. Lastly, the solution includes network analysis and influence maximisation to identify key influencers within trends on the social media platform. The deliverable of this project is a software dashboard that allows a user to navigate the social media landscape to make inferences about new and important trends on the social platforms and to inform business decisions regarding creating relationships and partnerships with new and influential individuals.