Using Social Media to Pick a Super Bowl Winner

The Passion of the Fan Super Bowl Edition
Using the hype from the Social Web to
select a Super Bowl Champion
Jeff Esposito
JeffEsposito.com

Methodology
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Measured social mentions for each team from January 16 through January 31, 2011 using Lithium Social Media Monitoring software
Mediums included:
Blogs
Forums
Traditional news sites
Twitter
Metrics used include conversation share, positive and negative conversation shares, SIM and Net promoter scores

Formulas
Conversation Share
Total team mentions / Overall league mentions
Positive Conversation Share
Total positive team mentions / Overall positive league mentions
Negative Conversation Share
Total negative team mentions / Overall negative league mentions
Net Promoter Score (NPS)
(Positive mentions + neutral mentions) – negative mentions / Total team mentions
Social Influence Marketing Score (SIM)
NPS * Conversation Share * 1,000
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Picking the winners
4
People havemany methods for season predictions, I used social buzz to select the NFL Champion. My formula equally weighs five variables to predict the top team in the league. These variables include conversation share, positive conversation share (mentions sentimented positive by the tool), negative conversation share (mentions sentimented negative by the tool), SIM score and Net Promoter Score.
To select the champion, I ranked each variable on a 1-2 scale (with negative conversation share counting negative 1-2) with the top team receiving two points while the other team received one point. The team with more points is my predicted Super Bowl champion. In the case of a tie, the overall mentions served as a tiebreaker.

Postseason Buzz
5

Green Bay Packers
6

Green Bay Packers
7

Pittsburgh Steelers
8

Pittsburgh Steelers
9

Matchups
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Conversation Share
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Positive Conversation Share
12

Negative Conversation Share
13

NPS
14

SIM Score
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And the winner is…
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Green Bay Packers
After taking the lead in three of the five categories, Aaron Rodgers and the Green Bay Packers were dubbed the Super Bowl Champions by the score of 5-4 by the Social Web.
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Image - Wikipedia

About this report
This report was compiled using Scout Labs. The account was provided to me for research purposes.
The NFL and Social Media are two things that I am passionate about. I did the research for this report to see if this online passion and buzz had any relation to on-field performance. I figured using numbers was a better predicting tool than saying I like this team or mascot X is tougher than mascot Z.
All team names and league marks appearing in this document are trademarks or registered trademarks of the National Football League or individual teams.
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About this report
About Jeff Esposito
Jeff Esposito is a public relations professional with a passion for social and conversational media and writes on both topics on JeffEsposito.com. He earned his PR stripes working in the professional sports world. Jeff is currently a public relations manager at Vistaprint, a leading online provider of professional marketing products and services to micro businesses. He is responsible for the day-to-day management, development and growth of the company's social media properties and campaigns. He is also active in a number of other communications areas for Vistaprint, including marketing communications and PR. The information and findings are from Jeff Esposito and do not reflect the opinions of his employer or Scout Labs.
If you would like more information on this report or would like to contact me, please visit: http://jeffesposito.com/about/
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Using Social Media to Pick a Super Bowl Winner

by Jeff Esposito on Feb 01, 2011

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Using Social Media to Pick a Super Bowl Winner — Presentation Transcript