Who Got More Olympic Buzz, Shani Davis or Stephen Colbert?

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Stephen Colbert’s Canadian-bashing Olympic skits spurred a public feud with Shani Davis. The famous “He’s a jerk” statement from Davis came shortly after Colbert stepped in as the premier sponsor for the U.S. Olympic Speedskating Team as they were left with a $300,000 shortfall due to a sponsorship pullout. Alterian SM2 took the opportunity to monitor the conversations to find out who received more social media buzz – Stephen Colbert versus Shani Davis. In total Alterian collected 22,912 conversations from January 1, 2010 to March 1, 2010. Alterian utilized daily volume, sentiment, and total reach to help determine who won the feud on social media.

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Who Got More Olympic Buzz, Shani Davis or Stephen Colbert?

  1. 1. Who Got More Olympic Buzz, Shani Davis or Stephen Colbert? Using Alterian SM2 to Evaluate Social Buzz March 2, 2010
  2. 2. Results Introduction <ul><li>Stephen Colbert sponsored the U.S. Olympic Speedskating Team </li></ul><ul><li>Colbert helped raise $300,000 after the U.S. Speedskating Team lost a sponsor - http://tinyurl.com/ygq5zha </li></ul><ul><li>Colbert featured the Olympics and Speedskating frequently on his show, “ The Colbert Show” throughout the Olympics </li></ul><ul><li>Using the Alterian SM2 social media monitoring tool, Alterian collected conversations related to Stephen Colbert and Speedskating Gold Medalist Shani Davis </li></ul><ul><li>In total Alterian collected 22,912 conversations from January 1, 2010 to March 1, 2010 </li></ul><ul><li>The search terms used to gather the data were focused on the Winter Olympics and either Stephen Colbert or Shani Davis </li></ul>
  3. 3. Top Line Findings <ul><li>Of all conversations Colbert was mentioned more than Davis </li></ul><ul><ul><li>52% for Colbert to 48% for Davis </li></ul></ul><ul><li>Colbert’s peak day with the most mentions was on 2/11/2010 with 935 conversations that mentioned Stephen Colbert </li></ul><ul><li>Davis’s peak day with the most mentions was on 2/18/2010 with 2,138 conversations that mentioned Shani Davis </li></ul><ul><ul><li>19.5% of all of Shani Davis’s mentions came on 2/18/2010 – the day after he won the gold medal </li></ul></ul><ul><ul><li>Colbert’s conversations were more spread out over the entire period and 7.8% of Colbert’s conversations occurred on his peak day </li></ul></ul><ul><li>Davis had a higher percent of conversations classified as positive sentiment </li></ul><ul><ul><li>29% positive for Davis vs.13% positive for Colbert </li></ul></ul><ul><li>The conversations about Davis reached a potential 7,630,100 viewers </li></ul><ul><li>The conversations about Colbert reached a potential 4,033,200 viewers </li></ul><ul><li>Colbert had more mentions, but conversations about Davis reached a larger audience </li></ul>
  4. 4. Results – Daily Volume <ul><li>The most total conversations occurred the day after Shani Davis won the gold medal on 2/18/2010 with 2,989 conversations </li></ul>
  5. 5. Results – Colbert had more total mentions
  6. 6. Results – Colbert Daily Volume <ul><li>Colbert’s Daily Volume is spread out across the entire time period </li></ul><ul><li>Only 7.8% of Colbert’s volume came on his peak day (2/11/2010) </li></ul>
  7. 7. Results – Davis Daily Volume <ul><li>Davis’ Daily Volume is mostly on the day after his gold medal performance </li></ul><ul><li>19.5% of Davis’ volume came on his peak day (2/18/2010) </li></ul>
  8. 8. Results – Sentiment <ul><li>Alterian SM2 measures the tone of each conversation for positive and negative sentiment </li></ul><ul><li>When evaluating sentiment Davis had more positive conversations than Colbert </li></ul><ul><ul><li>29% of all Davis conversations were positive </li></ul></ul><ul><ul><li>13% of all Colbert conversations classified as positive </li></ul></ul>
  9. 9. Results – Reach <ul><li>Alterian SM2 classifies the popularity of each conversation on a scale between 0 and 10 </li></ul><ul><li>A comment with a popularity of 10 will reach more potential viewers than a comment of 1 </li></ul><ul><ul><li>Example: For a Twitter post to have a popularity of 10, the Twitter account must have more than 5,000 followers </li></ul></ul><ul><li>For Davis: 8% of all comments are classified as popularity of ‘10’ </li></ul><ul><li>For Colbert: 3% are high popularity comments </li></ul><ul><li>When extrapolating all mentions based on potential viewers, conversations about Shani Davis reached 7,630,100 viewers and conversations about Stephen Colbert reached 4,033,200 viewers </li></ul>
  10. 10. Contact Alterian Email: [email_address] Web: www.AlterianSM2.com Tel: 1-888-666-5002
  11. 11. Social Media Resources Social Media ROI Whitepaper Series The Little Book of Social Media Marketing Try SM2 Freemium Version The Coach’s Corner Social Media Monitoring Case Studies

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