The marketing world has awoken to the potential, and reality, of the social media world. Across the board, CMO’s have begun shifting their budgets away from traditional media to digital and social channels. This movement is probably best represented by the recent Pepsi Refresh campaign where Pepsi made waves by going dark during the Super Bowl to focus on social media. Marketers now need to realize that possibly the best thing they can do for their social efforts is to drive an integrated social media campaign in order to fully engage with their customers. Alterian has been analyzing the ability of paid media (a.k.a. TV advertising) to extend and expand the effect in earned media (a.k.a. user generated content and buzz) during events like the Super Bowl and Oscars. The results are surprising. Join us on April 15th, as Marcus Tewksbury, Director of Customer Intelligence, and Scott Briggs, Director of Business Solutions at Alterian, breakdown the findings and highlight the successes... and missed opportunities. What you will take away: • How to measure and assess the social reach generated by multi channel spends • How to use social as a rapid, inexpensive approach to affinity or sentiment analysis • How to measure the decay, or longevity of your message in the social channel • How to quantify the financial performance of your media spend • Insight as to how you can use social in combination with your current programs to extend and expand the emotional connection your consumers feel about your brand.

1. Analysis of Social Media’s Impact
2010 Alterian SM2 Buzz Bowl Findings
Published by Marcus Tewksbury, Director, Customer Intelligence, Alterian
and Scott Briggs, Director, Business Solutions, Alterian

2. Agenda
• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology
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3. Birth of an Idea
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4. Making Honey
Social Intelligence
“The management and analysis of customer data from social sources,
used to activate and recalibrate marketing programs.”
– Zach Hofer-Shall Defining Social Intelligence)
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5. Goal
Devise a model that helps
quantify social media in a
way useful for marketing
decision making
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6. Agenda
• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology
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7. Super Reach
The Super Bowl has become an iconic symbol of the power of the 30 second spot.
Although other forms of mass media have stumbled, even under performing the
scuffling economy, the Super Bowl still attracts advertisers and viewers alike. In the
biggest media event of the year for brands and networks the world gathers not just to
see the game, but also the best the creative agencies have to offer.
• 106M (US) Viewers – Top event ever, surpassing M.A.S.H. finale*
• ~$300M spent on the media purchase alone
• 70+ in-game spots spread across 27 pods
• Average paid per spot $3M
• 80+ brands participated as sponsors or advertisers
*until US/Canada Olympic hockey final game
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8. Memorable Impressions
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9. Awash in Buzz
Social
Mashable, Twitter, Facebook feedback pages
Press:
Forbes: Will Pepsi Win The Super Bowl?
NBC Report: Super Bowl Ads Build Online Buzz
Advertising Age: Let the Analysis Begin: Weighing in on Super Bowl Ads
Mashable: Social Media Score Card – How the Super Bowl Advertisers Performed
USA Today: Focus on the Family got Super Bowl buzz it wanted
The New York Times: An Advocacy Ad Elevates Interest in All the Ads
Chicago Tribune: Motorola out to raise its game with Super Bowl ad
Over 300K Super Bowl Brand Mentions

10. Agenda
• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology
Learn more

11. Approach
1) Social Engagement Index (SEI): Model audience reach into social space.
Understand how it expands reach.
2) Social Sentiment Index (SSEI): NOT all publicity is good publicity. Extend
basic model to account for sentiment.
3) Cost Per Social Impression (CPSM): Incorporate spend data to gauge the
relative effectiveness of social messaging.
4) Longevity Index: Assess ability of social media to slow rate of decay and
extend engagement.
5) Aggregate Reach: Demonstrate the combined possibility of earned and paid
channels.
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12. Most Engaged
Final Counts
• 304K Mentions
• Google reached ~103.5M
• Top-10 Account for 50%
• 34 (of 46) below average
• Ranks shifted a lot over time
Learn more

13. Multiple Lead Changes Pre-Game
Pre-Game
Game Day
Post Game

14. Multiple Lead Changes Game Day
Pre-Game
Game Day
Post Game

15. Multiple Lead Changes Post Game
Pre-Game
Game Day
Post Game

16. Most Loved
Final Counts
• Sentiment tells different story
• Significantly net positive
• 1/3rd of brands beat average
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17. Fickle Audience Pre-Game
Pre-Game
Game Day
Post Game

18. Fickle Audience – Game Day
Pre-Game
Game Day
Post Game

19. Fickle Audience – Post Game
Pre-Game
Game Day
Post Game

20. Extending the Connection
• 22 Brands had meaningful tails
• Tail as important as pregame
• Game decided in 4th quarter - Tail
propelled some up the ranks
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21. The Long Tail Concept
Strength of Tail takes Motorola from 17th to 12th overall
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22. Varying Returns
Best: Focus on Family $.04 Average: $.95 per Worst: Skechers $7.81
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23. Aggregate Reach
Learn more

24. Extend & Expand Emotional Connection
Display Reach Search
Possibility
TV Spend
Social Earned Media
Paid Media
The Value of a Combined Media Approach

25. Agenda
• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology
Learn more

26. Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It’s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
Learn more

27. Social Media Monitoring
304K Mentions in 60-Days
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28. Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It’s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
Collecting data is essential, but it’s only the first
step in building value. A real point of
2. differentiation is the ability to convert that into
actionable insights. Semantical analysis is part
of this, but so is inclusion of multi-channel data.
Learn more

29. Learning Environment
Cost Analysis
Indices
Sentiment
Duration / Intensity
Syndicated Data
Volume

30. Reach
Reach is an important concept for social For each mention:
media analysis because it helps bridge
social measures into the parlance of Mention Author x Factor
traditional marketing – namely the notion (tied to specific channel)
of households.
To calculate this, we analyze each
mention whereby for a given author, in a
given channel we attribute how many eye
balls (pairs of them to be specific)
potentially saw that mention. This
accounts for the likes of an Ashton
Kutcher (famous for being the first
celebrity to 1M followers) being far greater
than the typical Joe.
Learn more

31. Social Engagement Index (SEI)
Estimates the social reach of a brand by
taking the count of mentions and factoring ∑ Brand Reach
based upon the popularity of the author x 100
(as described under reach). Average Advertisers Reach
Indexing then enable easy comparison
between the brands. This is
accomplished by dividing a brands
potential reach by the overall average and
finally by multiplying by 100. Following,
any score of less than 100 indicates a
brand that scored below the average.
Learn more

32. Social Sentiment Engagement Index (SSEI)
Similar calculation to the SEI, but adds an
additional element of sentiment whereby ∑ Mention x Reach x (+/- 1)
reach score is adjusted positively for a x 100
good comment, but negatively for a poor Average Advertisers
one.
Again the brands have been indexed
against 100, but here a brand can actually
achieve a negative score. Anything less
than 100 indicates a below average
sentiment, while a score less than 0
indicates a net negative sentiment.
Learn more

33. Cost Per Social Impression (CPSM)
A commodity that nearly all marketers deal
in is impressions. Tracing back to roots in Brand Social Reach
RFM we’ve been schooled on building
awareness by efficiently generating Media Spend
impressions. It’s not the overall spend
that’s important, but the cost per
impression.
With the CPSM model what we’ve done is
take each brands media spend and
divided by their total reach. Like other
CPx models understanding relative
performance will take time to develop
historical benchmarks. Looking at the
Super Bowl alone brands that generated
better than $.96 per impression beat the
average. Learn more

34. Longevity Index
Decay is another important factor for
brand advertising. Stated more simply, ∑ Brand Mentions Game
Game + 30
this refers to the declining effect a given Game
ad has moving forward in time after its Average Mentions Game + 30
execution. This additional reach can also
be termed the long tail.
For this measure we compare the slope of
decline in the tails for each brand
compared to the average slope for all
brands. Indexed at 1, the lower the score
indicates the more rapid the drop off, while
the higher number points to a fatter tail,
and more extended engagement.
Learn more

35. Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It’s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
Collecting data is essential, but it’s only the first
step in building value. A real point of
2. differentiation is the ability to convert that into
actionable insights. Semantical analysis is part
of this, but so is inclusion of multi-channel data.
The greatest insight in the world is not valuable if
it is not available to the right hands. A key
3. ingredient to making social intelligence impactful
on marketers is the isolation and elevation of key
RESENT points.

36. Brand Scoreboards
Rank
CPSM Highlights the brands
Lists out brand spend, relative positioning on the
and their cost per social social sentiment
impression. engagement index.
Social Reach Frequency
Shows the raw estimated Of all the relevant
eye balls reached by conversations monitors
mentions and ranks how many pertained to
versus other advertisers. specific brand.
SEI / SSEI Theme Cloud
Combined, tabular listing The classic tag cloud
of all brands scores with where the size of the word
specific brand called out indicates frequency of
with view finder. relative mentions.
Coach’s Corner Comparative
Breakdown the
measures and what they Reach
mean to your business Breaks down the
with our own in-house audience by their social
coach Percy. engagement versus
peers, and versus brand
average.

37. Summary
• Social Intelligence can move the needle for brands when it’s fully
addressed in all 3 phases.
• The social channel provides the opportunity for significant mirroring of
media campaigns
• Successful campaigns can expand awareness and can nearly double
the reach of the primary channel
• Social media can slow decay and extend the lifespan of a campaign and
dramatically impact overall performance
• Sentiment plays an important role – pointing to the power of the
emotional brand connection, even in the social space
Learn more

38. Questions About the Data?
Please contact one of the experts:
Marcus Tewksbury
Director, Customer Intelligence, Alterian
marcus.tewksbury@alterian.com
+1 312 884 5330
www.twitter.com/tewksbum
Scott Briggs
Director, Business Solutions, Alterian
scott.briggs@alterian.com
+1 312 884 5236
www.twitter.com/scott_briggs
Learn more

39. Phone: 312-704-1700
Fax: 312-704-1701
Email:
Twitter:
sales@alterian.com
@Alterian Thank You
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