Dachis Group Super Social 2012
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Dachis Group Super Social 2012

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Dachis Group's big data take on 2012 Super Bowl advertising.

Dachis Group's big data take on 2012 Super Bowl advertising.

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  • 1. Marketers need something better than AdMeter. Social media is the answer. Who eally WON SUPERBOWL? the d bra n Let’ ask ocial media.I n 1989 USA Today introduced the world to AdMeter. Its first winner, American Express, wasdeemed to have “won” the Super Bowl. Since then spectrum of observable human behavior captured in social media provides the ability to measure the impact of an ad with greater objectivity and lessthe AdMeter has been widely viewed as the single potential bias than a simple vote can provide.most important measure of a Super Bowl ad’ssuccess (or failure). Yet most brand marketers and A thorough look through the entire social mediamedia outlets — even USA Today with its integra- landscape demonstrates that brands would do welltion of Facebook polling — acknowledge that in to trade in the older AdMeter methodology and fully2012 there are better ways to determine ad success embrace the richer, more reliable, and more accu-than simply asking 300 people their opinions. rate information available through objective socialDespite the addition of Facebook polling, the broad media analysis.
  • 2. DESPITE WHAT ADMETER SAYS...COKE IS A TOP SBI RANK ADMETER RANK BRAND AWARENESSPERFORMERAdMeter doesn’t do the Coke brand-marketingjuggernaut justice.Coca-Cola rejected Super Bowl theatrics in favor of 2 15 A 96running three integrated advertisements focused on the BRAND LOVEcompanys traditional brand positioning. While thismethod may not have been designed to grab thespotlight, it was exceptionally powerful and in aggregate 98propelled Coca Cola’s combined brand metrics to numbertwo overall — 13 spots higher than AdMeter indicates.The most important element in this surge was thecumulative impact of the three commercials, further BRAND MINDSHAREamplified by Coca-Cola’s passionate and massive socialcommunities. In each case the company’s Brand Lovescores set the bar for positivity and receptivity while 43%Brand Awareness and Mindshare stood out from thecompetition. This manifested itself in an increase of morethan 700,000 subscribers across Coca-Cola’s socialaccounts as well as more than half a million new viewson the videos themselves.WHY THE DISCREPANCY?AdMeter views each commercial as a discrete brand entry into the Coca-Cola brand. Dachis Group obtained a deeper view intothe Super Bowl lottery. As a result neither the voting on Face- the full impact of Coca-Cola’s Super Bowl participation and givebook nor the panel in a room in Virginia can accurately capture credit accordingly by analyzing the combined data across allthe cumulative impact of three commercials on the health of three advertisements.
  • 3. WHAT ELSE DID WE LEARN?ADMETER RIGHT H&M SEIZES HONDA’S SNEAK BEST BUY SPARKSON DORITOS THE SPOTLIGHT PEEK WORKED MAJOR POSITIVITYThere is no doubt that H&M proved that even Honda extended their Super The largest disparityDoritos had a hit on their neophyte Super Bowl Bowl relevance by offering between AdMeter and socialhands this Super Bowl, but advertisers can make a huge access to its ad long before media data arose for Bestsocial data can explain why. impact with the big game as it aired during the game. Buy. An initial glance mightDoritos garnered close to their launching point. The Nonetheless, the excitement suggest that Best Buy’s1,000,000 new video views novelty of H&M’s presence and positivity of being innovation message missedin the wake of their Super was reflected in an abysmal re-introduced to Ferris the mark. Further examina-Bowl launch, enjoyed an rank of 30th in AdMeter, but Bueller proved to be an tion indicates that this is notuncharacteristic 29.6% lift social media tells a very effective tactic for Honda. the case. Best Buy enjoyedin subscribers and elicited different story. The reality is The company saw a a 10x increase in viewershipheavy positivity for its ads that with this one advertise- 2,000,000 view increase in over the period studied. Thisacross the board. These had ment H&M took a modestly activity around its videos spike, combined witha predictably helpful impact well-known brand and while its overall subscriber exceptionally favorableon Doritos’ Brand Awareness launched it into the center of base grew by more than 5% reactions to the message,and Brand Love attributes — the online conversation. in just two days. Brand Love resulted in a high degree ofexactly the kind of lift Brand Awareness spiked in a around the video only sharing of the ad andmarketers pray the Super huge way as the video and increased over time as more uniquely high Brand LoveBowl can deliver. conversation surrounding it and more people welcomed scores. spread across H&M’s base of Ferris back with open arms. subscribers. This set up a perfect storm of peak interest and peak favorability with the Beckham Bodywear brand at the nexus. SBI RANK ADMETER RANK SBI RANK ADMETER RANK SBI RANK ADMETER RANK SBI RANK ADMETER RANK 1AWARENESS LOVE 1 MINDSHARE 6 30 AWARENESS LOVE MINDSHARE 7 16 AWARENESS LOVE MINDSHARE 12 43 AWARENESS LOVE MINDSHARE A+ A A B 98 96 40% 94 96 84% 95 94 .62% 84 96 29%
  • 4. THIS TELLS US THAT... THERE WERE STARK DIFFERENCES IN RANKINGS SBI RANK ADMETER RANK See more detail above 1 5 10 15 20RANKINGS 25 30 35 40 45 50 55 FIAT M&Ms TOYOTA CAMRY LEXUS 2013 GS *No AdMeter ranking MARVEL FILMS BUDWEISER HYUNDAI GENESIS COUPE R CARS.COM GALAXY NOTE METLIFE BRIDGESTONE “SWAMP PEOPLE” HONDA CR-V GO DADDY PARAMOUNT TAXACT H&M BUD LIGHT CENTURY 21 CADILLAC ATS AUDI HYUNDAI VELOSTER SKECHERS GORUN HULU SUZUKI KIZASHIA* ACURA NSX CHEVY SILVERADO CAREER BUILDER OIKOS GREEK PRICELINE NEGOTIATOR* CHRYSLER GENERAL ELECTRIC PEPSI MAX KIA OPTIMA BUD LIGHT PLATINUM COCA-COLA BEST BUY CHEVY CAMARO TELEFLORA E-TRADE DORITOS VW BEETLE UNIVERSAL CHEVY SONIC CHEVY VOLT*
  • 5. HOW CAN WE BE SO SURE? Twitter AdMeter Facebook Social sites SBI Google+ YouTube Blogs ForumsDACHIS GROUP’S SBI USA TODAY’S ADMETERMines a brand’s entire social graph Artificial and too easily gamedDachis Group believes that analyzing the conversations of a brand’s USA Today should be lauded for innovating aroundengaged market on social channels is the one area where a company their existing effort and introducing Facebook to thecan effectively review actual consumer response through tens of mix. Nonetheless, the core assertion that people’sthousands of brand-specific interactions and compose them into a votes for what ad they most enjoyed correlates to alarger picture of that company’s relationship to its consumers. Brand successful brand commercial does not stand up toLove, Brand Awareness, and Brand Mindshare are the measures that scrutiny. Brands are not trying to win a filmmarketers have always cared about — why should social media competition — they are trying to improve theirchange that? brand positioning. Observed social media behaviorSee more at socialbusinessindex.com is a purer data source for determining this than any popularity contest could ever be. See it at admeter.usatoday.com
  • 6. MORE ABOUT THIS... Our methodology 515 Congress Avenue · Rankings were determined based on the same timeframe as AdMeter using data from Suite 2420 the Dachis Group Social Business Index, which benchmarks the social performance Austin, TX 78701 of 30,000 brands against brand marketing business outcomes like Brand Love, USA Mindshare, and Brand Awareness. +1 512.275.7825 Main · Brand Awareness measures the market’s knowledge of the brand as a result of +1 512.275.7828 Fax interacting with brand content and other market participants on social channels. Brand Awareness measures factors like reach of a brand’s marketing message, inquiries@dachisgroup.com growth in engaged audience, and the strength of brand-relevant conversation. · Brand Love reflects the passion, satisfaction, and affection with which market www.dachisgroup.com participants react to, and engage with, brand content. www.socialbusinessindex.com · Brand Mindshare is presented as a proportion of brand recognition within www.socialbusinesssummit.com the brand’s industry. www.socialbusinesscouncil.com v1.5 | 8 Feb 2012