we are fallon
Skimmer @ The Social
Social Media Metrix Report
Sunday, April 5, 2009

The social web has become the new
watercooler - realtime, open, honest, always on.
• On March 24, Fallon launched a new website and a free, downloadable
tool, called Skimmer, for lifestreaming user social media updates.
• We’ve been mining the social for conversations and mentions about
Fallon and Skimmer
• We will look at
a) Volume, Momentum, Reach, Linkage and Passalong,
b) Sentiment and Insights,
c) Conversion

Highlights about Skimmer@The Social - Week 2
Highlights about Skimmer on the Blogosphere:
Volume
•
• Over 2300 Blog Mentions of Skimmer to-date
• Momentum: Average Blog Mention of Skimmer every 8 hours on Apr 5,
(from every 30 minutes on Mar 25, every 14 hours Mar 26)
•
• Passalong: Over 3.2MM Est. Reach of blog and press reviews
Highlights about Skimmer on the Twittersphere:
Volume
•
• Over 4750 Twitter Mentions of Skimmer (Fallon Skimmer OR Skimmer) to-date
• Momentum: Average Tweet Mention of Skimmer every 8 hours on Apr 5,
• (from every 9 minutes on Mar 25, every 25 minutes Mar 26)
• Peaked at #5 ‘Most Discussed’ Mar 25
• Passalong: 827 “Retweet/RT” of Skimmer link on Twitter to-date
• Total Est. Reach of 215,427 link impressions on Twitter to-date
• Total 3575 Clickthrough Refers from Twitter to Skimmer link
• Twitter is #3 Top Referrer
Highlights about Skimmer conversion:
Dotcom: 72,749 visits and 236,638 pageviews at fallon.com
•
• 69,201 pageviews (52,462 uniques) of Skimmer page
• Downloads: over 13,000 total downloads and installs to-date

What was the buzz pre-Skimmer?

People weren’t conversing too much about
Fallon at The Social.
Fallon had low social mention as a brand. Conversation is typically timed by
wins and new work.
Minimal spike last week with a mention on TNT’s ‘Trust Me’.
Fallon
Worldwide/Fallon
Minneapolis
received an average
blog mention every
11 days
Source: SocialMention
We’ve known for awhile that driving conversation at The
Social requires you give them something to talk about.

Our social successes have been fueled by our
Generous approach - “share ideas that inspire.”.
•6,053,047 Video views
•95,000 Blog mentions
•6,500 Tweets
•#3 “Most Discussed” on Twitter
•1.1MM Google Search citations
•50+ User-gen “Mashups” w 614,886 views
•28 Traditional News Mentions, incl CNN, NPR, Air America, The
Guardian, Wired Magazine and The Soup on E!
•Average blog mention every 12 hours
•Over 170,000 pageviews and over 27,406 unique visitors
since launch in 2006
•Average 600 RSS subscribers daily
•Ranked #142 on AdAge Power 150
•over 12,000 pageviews in Feb 2009
•over 52,000 total views of Brainfood on Slideshare plus
countless live webcam views, blog posts, and Tweets
•over 4,600 views of Brainfood in Q109
•28,905 Twitter impressions

What’s the buzz (so far) on Skimmer?

On the Blogosphere

The Blogosphere and Twittersphere caught fire on
launch day - peaking at #5 ‘Most Discussed’ on
Twitter the day after.
Average Blog Mention of Skimmer every 30 minutes Mar 25
•
• (14 hours Mar 26)
Average Tweet Mention of Skimmer every 9 minutes
•
• (25 minutes Mar 26)
• Over 1790 Twitter Mentions of Skimmer (Fallon Skimmer OR Skimmer) on Mar 25
• Peaked at #5 ‘Most Discussed’ Mar 25
Average Blog Mention of We Are Fallon/WeAreFallon every 28 minutes Mar 25
•
• (7 hours Mar 26)
Average Twitter Mention of We Are Fallon/WeAreFallon every 26 minutes Mar 25
•
• (every 9 minutes Mar 26)
• Over 495 Twitter Mentions of Fallon (Fallon Minneapolis OR Fallon Worldwide OR
\"We Are Fallon\" OR wearefallon OR fallon.com OR #fallon) on Mar 25
Source: Nielsen BlogPulse, SocialMention.com, Twitter Search

…and momentum has dipped yet holds steady after
2 weeks.
• Momentum: Average Blog Mention of Skimmer every 8 hours on Apr 5,
• (from every 30 minutes on Mar 25, every 14 hours Mar 26)
Source: Nielsen BlogPulse, SocialMention.com, Twitter Search

…while it’s no “Kittens Inspired By Kittens”, the
chatter about Skimmer is respectably high.
Source: Nielsen BlogPulse, SocialMention.com, Twitter Search

Mainstream press also gave Skimmer big coverage,
and favorable reviews.

On the Twittersphere

On launch day, chatter about Skimmer began to
stream in as people woke up and checked the
new “early morning paper” of our age - Twitter.
A StreamGraph is shown for the latest 1000 tweets
which contain the search word Skimmer.
The StreamGraph shows the usage over time for the
words most highly associated with the search word.
One of these series together with a time period are in
a selected state and colored red.
Source: NeoFormix, http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php

The buzz deepened as people shared and
“retweeted” the news about Skimmer
throughout the day.
A StreamGraph is shown for the latest 1000 tweets
which contain the search word Skimmer.
The StreamGraph shows the usage over time for the
words most highly associated with the search word.
One of these series together with a time period are in
a selected state and colored red.
Source: NeoFormix, http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php

And while you were sleeping, the buzz
continued apace globally.

Barring weekend dips, the chatter throughout
the week pulsed reliably in alignment with
Twitter users’ workday rhythms.
A StreamGraph is shown for the latest 1000 tweets which contain the search word Skimmer.
The StreamGraph shows the usage over time for the words most highly associated with the search word.
One of these series together with a time period are in a selected state and colored red.
•Momentum: Average Tweet Mention of Skimmer every 8 hours on Apr 5,
•(from every 9 minutes on Mar 25, every 25 minutes Mar 26)
•Over 4750 Twitter Mentions of Skimmer (Fallon Skimmer OR Skimmer)
to-date
•Peaked at #5 ‘Most Discussed’ Mar 25

The weblink has been Tweeted over 827 times
with a reach of 215,427. Twitter is #3 Top
Referrer to the site with 3,575 clickthroughs.
Source: Twitt(url)y

Anatomy of a Viral Idea
before after
Source: NeoFormix, http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php

Sentiment

So what are they saying about Skimmer?

We pared 500 Twitter comments down to a
simple word cloud so the aggregate sentiment
and top concerns may become clear.
Source: Twitter Search Verbatims, Wordle

The aggregate chatter can be organized into
overarching themes both positive and
negative - but mostly positive.
FormFiftyFive: Absolutely loving Skimmer!
jakeybro: Finally got through to
http://is.gd/oGtE
Skimmer. Very nice. Good example of
A for Agency Effort value. Should be fruitful for Fallon.
http://www.fallon.com/skimmer
Like it so Far….
s_hsu: Has anyone tried
rypan: Skimmer is hot.
Skimmer? Reviews?
http://www.fallon.com/skimme
tigerlilytse: thought
r One beautiful app for
Skimmer is useful and
studion8: toying with
Twitter/Flickr/Lifestream.
Gorgeous Design have a well-designed
skimmer.
interface
You first.
Testing, Testing…
Love It! Try it!
Beta Bugs
johnmartin: Just had a play with
http://www.fallon.com/skimmer/.
About Time
Crashy, buggy and errory. FAIL.
maurar: hi -
@skimmer i can't
Hate it!
Privacy, Please?
Hate it! Limited
authenticate any of
my services. you may AIR platform
Functionality identifide: @edfladung agreed, I would like
be sexy but you are
something like skimmer that wasn't an AIR
sucks!
not making it easy to
redquake: is app... AIR seems to bog down my computer
love you.
Skimmer tracking quite a bit...
what I'm doing? mikevitellaro: Skimmer is sort of useless,
so far. marchdigital: skimmer isnt so cool. Just
redquake: skeptical another bloody air app with a twitter feed
mattupstate: Just installed Skimmer.
about Skimmer.... ... and it doesnt seem to auto refresh?
Looks pretty, but don't foresee myself
using it much.
Source: Skimmer Twitter Comments

There is strong linkage and association with
Fallon, and Skimmer lends the brand a halo of
‘modern agency’ savvy.
@chasporter: So obvious, why didn't other ad agencies or digital firms see the opportunity
Fallon saw and seized? This revitalizes their brand. #skimmer
@andrelouis: Playing with Skimmer. Hugely impressed (and slightly jealous) that an ad
agency came up with this. Well done to the smart bastards @ Fallon
@petterw: Like the new fallon.com site. Without forcing it down my throat it says they
understand interactive, the web, social media, etc.
@markfrisk: Nice goin'. Major ad agency Fallon goes long on social media, creates
Skimmer, cool social net dashboard app. http://ow.ly/1mao
@Crusty: Not impressed by Fallon's #Skimmer. Impressed by #Fallon having a go at
something else than advertising.
Whether they like it or not, they understand the significance of an Agency
producing a social media idea outside of our advertising specialty.
Source: Skimmer Twitter Comments

Unfortunately, some assume that Fallon intends
to monitor your usage and sell your data -
and/or interrupt you with ads in the future.
@jasonclement: offering 20 bucks to the first person who can prove that fallon's
new app \"skimmer\" is or isn't improperly collecting data about its users
@aDogNamedPants: @jpdevries keep in mind, Skimmer is a tool for Fallon to collect
and sell off peoples information to their clients.
@northbasecamp: RT @nymphobrainiac: #fallon new #skimmer air app collects PII
data and shares it w/affiliates. Read privacy policy. http://is.gd/oNF9
@peter_lorent: Skimmer is in the trash. Privacy Policy is crazy. My advice: trash it
quickly.
@bit101: skimmer privacy policy: Partners Subsidiaries and Affiliates: We may share
your information ...
@nymphobrainiac: @bit101 also #skimmer collects your PII data and shares it
w/affiliates. Read privacy policy. Not cool.
@redboy: anyone else a lil off-put by #skimmer's privacy policies? bueller?
it does look so damn purty tho.

Warning Light: While Privacy Questions are
hardly a groundswell crisis, we should continue
to monitor for this meme.
Is Skimmer
tracking
Hey
what I'm
Is skimmer gaining Skimmer...
doing?
access to all of my stay out of
info because it is my gmail and
saving my hotmail
passwords?? accounts!
This misinformation deserves a swift response.

So how did this buzz affect conversion?

Fallon.com experienced a 1,743.61% spike in
visits in one day (from an avg 300 visits daily
to over 15,000 visits on Mar 24)
Previous daily average pageviews at fallon.com were 1000+
Pageviews spiked to almost 53,000 in one day on Mar 25
Source: Google Analytics for March 24, 2009

Fallon.com has garnered 72,749 visits and
236,638 page views since relaunch on Mar 24.
Previous daily average pageviews at fallon.com were 1000+
Pageviews spiked to almost 53,000 in one day
Source: Google Analytics for April 5, 2009

Skimmer is overwhelmingly the most visited
attraction, garnering over 69,201 page views
(52,462 uniques) by Apr 5.
Source: Google Analytics for April 5, 2009

13,571+
registered
users to-date
Source: Fallon Skimmer Admin for April 5, 2009

Skimmer’s awareness is primarily driven by WOM
from social networks like Facebook, Twitter,
Behance, Delicious, StumbleUpon, and blogs.
*
*
*
*
*
Source: Google Analytics for April 5, 2009

Skimmer’s popularity is global with visits from
cities like NYC, Chicago and San Francisco, as
well London and Sydney, and Stockholm.
Source: Google Analytics for April 5, 2009

Addendum