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A Great DEAL of Expectations The Buzz around Black Friday & Cyber Monday Deals on Social Media                            ...
Search Setup In Alterian SM2Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy,Toys R Us and TargetTopic ...
2009 Daily Volume – All Topics                                 Analysis                                 •   Total of 50k s...
2009 Black Friday vs. Cyber Monday           Analysis           •   In 2009, Black Friday definitely led the overall conve...
2010 Daily Volume – All Topics                                 Analysis                                 •   Total of 37k s...
2010 Black Friday vs. Cyber Monday           Analysis           • In 2010, Black Friday chatter is dominating the overall ...
2009 Share of Voice Total – All Topics                                         Analysis                                   ...
2009 Share of Voice Trend – All Topics            Analysis            •   Media Types Other & Twitter traffic is identical...
2010 Share of Voice Total – All Topics                                         Analysis                                   ...
2010 Share of Voice Trend – All Topics            Analysis            •   Microblog mentions spike based on ads or leaks o...
2009 Retailer Comparison                           Analysis                           •   Walmart: 29%                    ...
2009 Retailer Comparison           Analysis           •   Overall, all retailers followed the same patterns in 2009 with p...
2009 Topic Analysis – Black Friday            Analysis            •   Majority of social media chatter was focused on deal...
2009 Topic Analysis – Cyber Monday           Analysis           •   Unlike Black Friday, Cyber Monday was definitely more ...
2010 Retailer Comparison                           Analysis                           •   Walmart: 32% UP                 ...
2010 Retailer Comparison           Analysis           •   The overall trend in 2010 is very different than the trend in 20...
2010 Topic Analysis – Black Friday            Analysis            •   Majority of social media chatter is focused on Targe...
2010 Topic Analysis – Cyber Monday           Analysis           •   Early Cyber Monday chatter is focused on signing up fo...
SummaryOverall• People seem to love sharing and discussing deals in social media. From reviewing  the data, we can conclud...
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A Great DEAL of Expectations: the Buzz around Black Friday & Cyber Monday Deals on Social Media

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Thanksgiving is just around the corner and so is our other favorite holiday - Black Friday. In the last couple of years, however, another consumer holiday has been gaining popularity - Cyber Monday. On this day, instead of waiting for hours for door busters, buyers choose to shop online and take advantage of the deals offered on the web.
Considering the prevalence and convenience of online shopping, we started to wonder where buyers are excited to spend money and whether online or door buster deals are discussed the most on the social web.
Are consumers looking forward to lining up in front of stores and getting the instant gratification of the product they purchase, or does the convenience of online shopping outweight the brick & mortar experience.
In this presentation, we take a peek into the online dialogue surrounding retail giants such as Walmart, Target, Best Buy, Sears and more. We will delve into buyers' product & vendor preferences, mode of purchase, and many more.
Here is what we’ll do with our social media monitoring tool:
• Provide a real time analysis of the online buzz
• Take a dive into viewers’ opinions in different geographic locations, and across different social media
• Compare volume of conversation between Black Friday 2009 and Black Friday 2010

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Transcript of "A Great DEAL of Expectations: the Buzz around Black Friday & Cyber Monday Deals on Social Media"

  1. 1. A Great DEAL of Expectations The Buzz around Black Friday & Cyber Monday Deals on Social Media Presented By: Jim Reynolds Strategic Account Manager – SM2 @jimmyrey
  2. 2. Search Setup In Alterian SM2Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy,Toys R Us and TargetTopic Focus: Black Friday & Cyber MondayDate Range(s): 11/1/2009 – 12/3/2009 & 11/1/2010 – 11/19/2010(We will be collecting data through December 3rd and publish an update shortly after)Locations / Languages: All Countries & Languages
  3. 3. 2009 Daily Volume – All Topics Analysis • Total of 50k social media mentions • Volume of conversation picks up dramatically Thanksgiving week and peaks on Black Friday • Second largest spike occurs on Cyber Monday
  4. 4. 2009 Black Friday vs. Cyber Monday Analysis • In 2009, Black Friday definitely led the overall conversation with 87.5% of the chatter
  5. 5. 2010 Daily Volume – All Topics Analysis • Total of 37k social media mentions • Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were last year • The spikes correlate to early previews of deals
  6. 6. 2010 Black Friday vs. Cyber Monday Analysis • In 2010, Black Friday chatter is dominating the overall conversation. This is expected since promotions have not yet been released or leaked
  7. 7. 2009 Share of Voice Total – All Topics Analysis • Media Types Other 38% (Primarily deal sharing sites and mainstream media) • Microblogs 27% (Twitter + Clones) • Message Boards 16% (Discussions about best deals from retailers) • The rest amounts to less than 10%
  8. 8. 2009 Share of Voice Trend – All Topics Analysis • Media Types Other & Twitter traffic is identical up until Black Friday • Media Types Other remain active in deal discussion while Twitter traffic simply drops off • Message boards follow a pattern similar to that of Twitter
  9. 9. 2010 Share of Voice Total – All Topics Analysis • Microblogs 47% (Major jump from last year) • Message Boards 18% (over 2% increase from last year) • Media Types Other 17% (More than 20% drop in mentions) • Social Networks 10% • All others 5% or less
  10. 10. 2010 Share of Voice Trend – All Topics Analysis • Microblog mentions spike based on ads or leaks of upcoming deals • Social Networks appear to follow a nearly identical pattern to Microblogs • Message boards seem to slowly build momentum as people are discussing deals more frequently with the approach of Black Friday & Cyber Monday
  11. 11. 2009 Retailer Comparison Analysis • Walmart: 29% • BestBuy: 22% • Target: 18% • Toys ‘R Us: 8% • Sears: 6% • Macy’s: 5% • Kohl’s: 4.7% • Kmart: 4% • JC Penney: 2.5%
  12. 12. 2009 Retailer Comparison Analysis • Overall, all retailers followed the same patterns in 2009 with pre-Black Friday spikes correlating to leaks of deals • On Black Friday/Cyber Monday, Walmart, Best Buy and Target pulled ahead, followed by Toys ‘R Us
  13. 13. 2009 Topic Analysis – Black Friday Analysis • Majority of social media chatter was focused on deal-related terms • Product group mentions focused on Blu-Ray, HDTV & Laptop • Interesting sub topics around waiting, wait, door buster
  14. 14. 2009 Topic Analysis – Cyber Monday Analysis • Unlike Black Friday, Cyber Monday was definitely more product-focused with multiple brand mentions (Nintendo, Apple, Wii) • Product group mentions focused on games, netbook, laptop
  15. 15. 2010 Retailer Comparison Analysis • Walmart: 32% UP • Target: 20% UP • Best Buy: 19% DOWN • Sears: 8% UP • Toys ‘R Us: 7% DOWN • Kohl’s: 4% DOWN • Kmart :3.6% DOWN • Macy’s: 4% DOWN • JC Penney: 1% DOWN
  16. 16. 2010 Retailer Comparison Analysis • The overall trend in 2010 is very different than the trend in 2009 so far; there is a lot more activity as deals start to leak • As we get closer to Black Friday/Cyber Monday, we predict that the race will be between Walmart, Best Buy and Target
  17. 17. 2010 Topic Analysis – Black Friday Analysis • Majority of social media chatter is focused on Target and Walmart, with other large topics centered on deals • Product group mentions focused on mobile phones (new for 2010), appliances (new for 2010), games (new for 2010), Laptop and HDTV
  18. 18. 2010 Topic Analysis – Cyber Monday Analysis • Early Cyber Monday chatter is focused on signing up for access to sneak peeks of Cyber Monday deals • Similar to 2009 topics, Cyber Monday is definitely more product-focused than is Black Friday
  19. 19. SummaryOverall• People seem to love sharing and discussing deals in social media. From reviewing the data, we can conclude that consumers enjoy the hunt of a great price just as much as getting a great deal• As highlighted by the analysis for 2010, people are using social media to identify the best deals and are not afraid to mention products by name. This could be a huge opportunity for assertive companies to market products in social media around the holiday season• As data continues to update, feel free to watch along via our public dashboards • 2010 Retailers – Ranking mentions of all retailers hourly • http://bit.ly/2010retailers • 2009 vs. 2010 Black Friday, Cyber Monday - Ranking cumulative mentions & social media channels of Black Friday & Cyber Monday hourly • http://bit.ly/2010blackfriday • http://bit.ly/2010cybermonday
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