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Social Intelligence and Super Bowl 2011
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Social Intelligence and Super Bowl 2011

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The Super Bowl is no longer a one day event. Smart marketers know they need to integrate social media and cross-channels campaigns in order to get the most out of their $3 million per 30 second …

The Super Bowl is no longer a one day event. Smart marketers know they need to integrate social media and cross-channels campaigns in order to get the most out of their $3 million per 30 second spot.

With the social web at their fingertips, brand perception is no longer controlled by the brand, but rather by the savvy, generally outspoken customer. Brands need to extend their connection with these empowered customers by listening to what they actually have to say.

Alterian did just that. We tracked and analyzed the online buzz around the 2011 Super Bowl advertisers and revealed which brands' marketing strategies made an enduring impact. In this webinar, Alterian presented metrics that measured the effectiveness of media spend, the reach of ads, and how the ads were received.

Watch this presentation to learn:

* Which brands had the most successful strategies and where they missed opportunities
* How top advertisers leveraged social media to extend and expand their media buy
* How to use similar social intelligence to measure the performance of your brand
* What challenges this type of analysis can present and how those challenges can be overcome
* What brands can do to take their marketing efforts to the next level

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  • 1. 2011 Alterian Buzz Bowl FindingsLooking Beyond the 30 Second Spot Published by Scott Briggs, Strategic Solutions, Alterian
  • 2. Agenda• Motivation• Methodology and Metrics• Results (12/1/10 – 3/6/11)• Insights and Analysis
  • 3. 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)
  • 4. Looking Beyond the 30 Second Spot Devise a model that helps quantify social media in a way that is useful for marketing decision making
  • 5. Super Reach The Super Bowl has become an iconic symbol of the power of the 30 second spot. 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. • 111M (US) Viewers – Highest Rated Super Bowl Ever • ~$250M spent on the media purchase alone • 70+ in-game spots spread across 27 pods • Average paid per spot $3M • 20 Brands purchased more than 30 seconds of commercial time
  • 6. Looking Beyond the 30 Second SpotThe Questions for All Brands:• Was the Investment Worthwhile?• Can we Quantify the Results?• How do we Compare to other Advertisers?• What was the Longevity of the Spot?The Question for us to Explore:• Can we use Social Media to Help Answer Those Questions?
  • 7. Agenda• Motivation• Methodology and Metrics• Results (12/1/10 – 3/6/11)• Insights and Analysis
  • 8. Methodology - 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.
  • 9. Listening - Collecting the right data • Collected conversations related to the Super Bowl and advertising • Searched for results related to the topic, not the Brands Conversations Taxonomy of • Collected 433,531 about the Advertising conversations (~40% Super Bowl Terms increase from 2010) • Human analysis to remove „bad‟ results and domains 433,531 Total Conversations
  • 10. Listening - Collecting the right data • Two Step Process Conversations • Only after collecting “on- about the topic” conversations do Super Bowl we attribute to the brand • Consistent approach for all brands • Avoids the problem of Taxonomy some brands having of more „organic‟ mentions 35 Brands Advertising • Use Category Rules to Terms automate the process • Collected 241,318 Brand Conversations (~55% increase from 2010) 241,318 Brand Conversations
  • 11. Listening - Three Time Periods Time Period Dates Days Results Pregame Dec. 1 – 67 141,142 Feb. 5 Gameday Feb. 6 & 2 200,636 Feb. 7 Postgame Feb. 8 – 27 91,735 Mar. 6 46% of Conversations were on Gameday
  • 12. Listening – Sentiment Analysis Approach A key component of Social Media Monitoring is Sentiment Analysis. Sentiment Analysis has many well-documented challenges. When performing a comparative analysis like Buzz Bowl those challenges are magnified. For that reason, we employed a hybrid approach of automated and manual analysis for improved accuracy. 1. Using SM2‟s automated analysis we rated every result for sentiment 2. We selected a random set of posts for each brand to evaluate the sentiment manually 3. We created a list of words that either needed to be removed or added to the standard sentiment dictionary 4. We made 29 adjustments to the positive and negative dictionaries 5. Executed the sentiment analysis again with the edited dictionaries
  • 13. Methodology - 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.
  • 14. Learning Environment Cost Analysis Indices Sentiment Duration / IntensitySyndicated Data Volume
  • 15. Metric 1 - ReachReach is an important concept for social For each mention:media analysis because it helps bridgesocial measures into the parlance of Mention Author x Factortraditional marketing measurement. (tied to specific channel)To calculate this, we analyze each resultwhereby for a given author, in a givenchannel we attribute how many eye ballspotentially saw that mention. We do thisusing the SM2 popularity measure whichcan translated into potential views. Thisaccounts for the likes of a Charlie Sheenhaving far greater reach than the typicalJoe.
  • 16. Metric 2 - Social Engagement Index (SEI)Estimates the social reach of a brand bytaking the count of mentions and factoring ∑ Brand Reachbased upon the popularity of the author x 100(as described under reach). Average Advertisers ReachIndexing then enables easy comparisonbetween the brands. This isaccomplished by dividing a brandspotential reach by the overall average andfinally by multiplying by 100. Following,any score of less than 100 indicates abrand that scored below the average.
  • 17. Metric 3 - 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.
  • 18. Metric 4 - Cost Per Social Impression (CPSI)A commodity that nearly all marketers dealin is impressions. Tracing back to roots in Brand Social ReachRFM we‟ve been schooled on buildingawareness by efficiently generating Media Spendimpressions. It‟s not the overall spendthat‟s important, but the cost perimpression.With the CPSM model what we‟ve done istake each brand‟s media spend anddivided by their total reach. Like otherCPx models, understanding relativeperformance will take time to develophistorical benchmarks. Looking at theSuper Bowl alone brands that generatedbetter than $.36 per impression beat theaverage.
  • 19. Metric 5 - Longevity IndexDecay is another important factor forbrand advertising. Stated more simply, ∑ Brand Mentions Game Game + 30this refers to the declining effect a given Gamead has moving forward in time after its Average Mentions Game + 30execution. This additional reach can alsobe termed the long tail.For this measure, we compare the slopeof decline in the tails for each brandcompared to the average slope for allbrands. Indexed at 1, the lower the scoreindicates the more rapid the drop off, whilethe higher number points to a fatter tail,and more extended engagement.
  • 20. 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 last phase is to turn those standard metrics into insights that marketers can use. The best 3. insights are not useful if it is not understandable in the right hands. A key ingredient to making social intelligence impactful on marketers is the UNDERSTAND isolation and elevation of key points.
  • 21. Agenda• Motivation• Methodology and Metrics• Results (12/1/10 – 3/6/11)• Insights and Analysis
  • 22. Aggregate Reach • TV Viewership for the 2011 Super Bowl was estimated at 111 Million Viewers in the US • Conversations about Chrysler had the furthest Social Reach of 116 Million • The Average advertiser had a potential Reach of 20.5 Million Social Reach shows us that Social Media is large and important channel.Marketers that can effectively leverage Social Media can significantly expand the audience.
  • 23. Most Engaged - SEI
  • 24. Most Loved – SSEI
  • 25. Extending the Connection – Longevity Index • The long tail concept works well with Social Media Measurement • Longevity Index is dominated by the top 3 Brands – all have greater than 100x average • 23 Brands had tails below the average
  • 26. Varying Returns - CPSI $2.00 $1.94 $1.80 $1.60 $1.43 $1.40 $1.25 $1.20 $1.00 $0.80 $0.80 $0.73 $0.59 $0.60 $0.53 $0.47 $0.46 $0.35 $0.36 $0.40 $0.32 $0.31 $0.33 $0.28 $0.22 $0.24 $0.20 $0.12 $0.14 $0.12 $0.17 $0.13 $0.11 $0.14 $0.16 $0.07 $0.10 $0.07 $0.07 $0.06 $0.03 $0.06 $- $- $- Alterians Cost Per Social Impression (CPSI) Best: Groupon $0.03 Average: $0.36 per Worst: CarMax $1.94
  • 27. Agenda• Motivation• Methodology and Metrics• Results (12/1/10 – 3/6/11)• Insights and Analysis
  • 28. The Social Bowl? "I continued to hear that was the wrong way to go. But if you want to be part of the national discussion, you not only have to be on the Super Bowl, but you have to fully leverage social media.“ -- VW marketing chief Tim Ellis (http://www.usatoday.com/money/advertising/admeter/2011-02-08-admeter08_ST_N.htm)
  • 29. Was it The Social Bowl? By looking at the data in the 3 distinct time periods we can measure the impact of the top Brands before, during and after The Super Bowl. • The Potential Reach data indicate a significant audience in Social Media • Many brands leveraged Social Media before and during the game • VW posted ad on YouTube • Mercedes “Twitter Fueled Race” • Audi created a Twitter Hashtag • Doritos/Pepsi “Crash the Super Bowl” promotion • Anheuser Busch Facebook Promotion Did Social Media Extend the Impact of the Advertising?
  • 30. Social Engagement Index – Top 5 Brands Pregame Gameday Postgame
  • 31. Pregame SSEIPregame SSEI shows asimilar pattern – thetop 5 all have asignificant investmentin Social Media.Indicates a net positivesentiment for thosebrands that leveragedsocial media pregame.
  • 32. Gameday SSEI VW and Chrysler were most liked on Gameday. Both had ads that compelled viewers. VW leveraged social media, Chrysler did not. Groupon saw the downside of a large reach, the reaction to their ad was mostly negative. Only 2 brands had more negative than positive comments on Gameday
  • 33. Postgame SSEIThe conversationturned negative afterthe game. 10 brandshad more negativethan positiveconversations.2 Brands dominatedthe positiveconversations: VW andChrysler
  • 34. Which Brands Extended the Conversation? VW leveraged Social Media and had compelling creative. VW had greater than average reach and sentiment before, during and after the Super Bowl.
  • 35. Chrsyler – Imported from Detroit Chrysler did not leverage Social Media as much as some other brands. However a compelling ad led to greater than average reach and sentiment during and after the Super Bowl.
  • 36. Groupon – Ad turns negative Groupon did not leverage Social Media before the game. The Groupon ad garnered mostly negative comments. Could Groupon have mitigated this with a pregame Social strategy?
  • 37. Best Buy – What‟s a Beiber Best Buy – The Justin Beiber announcement caused a spike in conversations. But over time the impact lessened. How could they have extended the conversation.
  • 38. Motorola – Extending the Conversation Motorola did not leverage Social Media as much as other brands. However, the conversation for Motorola turned positive during and after the game. SEI Rank SSEI RankPregame 12 35Gameday 6 6Postgame 13 3
  • 39. Summary• The social channel provides the opportunity for significant mirroring of media campaigns• A powerful ad on its own can generate significant buzz• The combination of both compelling creative and leveraging social media can expand the reach of mass media• 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
  • 40. Questions About the Data? Scott Briggs Director, Strategic Solutions, Alterian scott.briggs@alterian.com +1 312 884 5236 www.twitter.com/scott_briggs
  • 41. info@alterian.com www.alterian.com www.EngagingTimes.comStayConnected… www.youtube.com/user/EngagingTimesLive @Alterian www.slideshare.net/Alterian LinkedIn Groups: Alterian www.facebook.com/AlterianFB
  • 42. THANK YOUwww.ALTERIAN.com

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