Webinar: Black Friday Winners and Losers 2012 (@DachisGroup)

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Want to know who won Black Friday in social? In this webinar, we looked at how the social campaigns from 15 of the world's biggest brands performed, as we take a Big Data look across Walmart, Best Buy, Radio Shack, Kohl's, Target, JCPenney, Bass Pro Shops, Dick's Sporing Goods, Amazon, Macy's, Sports Authority, and Kmart.

You'll learn:

• Which Black Friday retailers received the most earned media exposure from social sharing.

• Which brands had the "loudest" conversation in social.

• Which brands had the largest share of social conversations during the holiday.

Dachis Group speakers include: Liz Courtney (@partyliz), Brian Kotlyar (@bkotlyar), Ray Renteria (@RayRenteria) and Doug Kern (@doug_kern)

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Webinar: Black Friday Winners and Losers 2012 (@DachisGroup)

  1. 1. Webinar: Black Friday Social Winners & Losers Tue Nov 27, 2012® 2012 Dachis Group. Confidential and Proprietary 1
  2. 2. Speakers Liz Schroeter Courtney has liz.courtney@dachisgroup.com worked on social business campaigns for dozens of @partyliz Fortune 500 brands. Brian Kotlyar works with brian.kotlyar@dachisgroup.com global brands on social business strategy and runs the @bkotlyar Dachis Group blog. Ray Renteria is Dachis ray.renteria@dachisgroup.com Group’s big data scientist, leading the software team that @rayrenteria builds our social analytics applications. 2
  3. 3. Who are big winners (and losers)in social marketing duringBlack Friday? 3
  4. 4. Our Approach 4
  5. 5. Step 1: Select 15 Retailer Brands® 2012 Dachis Group. Confidential and Proprietary 5
  6. 6. Step 2: Isolate Social Campaign Data Realtime analysis of engagement between 30,000 Brands and their audiences on global social platforms. Social Business Intelligence Platform® 2012 Dachis Group. Confidential and Proprietary 6
  7. 7. Step 3: Run Real-Time Campaign Reports measurement and optimization advocacy Social Business Intelligence Platform® 2012 Dachis Group. Confidential and Proprietary 7
  8. 8. Top 4 Findings 8
  9. 9. 1 Walmart Saturates its Audience 69% share of Black Friday Big Box Retail social conversation. Share&of&Voice&(%)& Good news, bad news. 15%$ Walmart was #1 in Walmart$ Black Friday conversation, with the 5%$ Target$ most brand signals and the highest 5%$ Macys$ amplification by advocates. 4%$ Kohls$ They also had the 3%$ JC$Penney$ most negative 2%$ signals of all the Kmart$ major retailers we 69%$ were tracking. Sears$Stores$® 2012 Dachis Group. Confidential and Proprietary 9
  10. 10. 1 Walmart Saturates its Audience Walmart generated 211 million Black Friday related impressions across 82 brand social accounts, nearly doubling the brand’s total social conversations. High%Engagement%Impressions%Per%Day% 50,000,000" Walmart was well-prepared Black Friday for Black Friday having invested in growing their 40,000,000" social fan base to over 30M, doubling the frequency of their social content publishing during 30,000,000" the week, and arming their communities with managers to quickly 20,000,000" respond to any questions and comments from customers. 10,000,000" 0" " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 6/ 7/ 8/ 9/ 0/ 1/ 2/ 3/ 4/ 5/ /1 /1 /1 /1 /2 /2 /2 /2 /2 /2 11 11 11 11 11 11 11 11 11 11 11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12" Walmart" 10,285,581" 10,776,209" 12,444,925" 23,790,200" 31,811,303" 25,786,042" 44,228,645" 33,975,585" 14,472,656" 10,332,892" Par5cipant" 13,179" 16,790" 26,490" 49,924" 117,512" 124,839" 260,527" 661,647" 338,518" 179,335"® 2012 Dachis Group. Confidential and Proprietary 10
  11. 11. 1 Walmart Saturates its Audience Walmart also had the highest share of negative conversations. Walmart led the way in % of Conversation that was Negative negative conversations, a result of backlash of 30%# shoppers angry about the store’s labor practices and the bad behavior of 25%# shoppers. 20%# 15%# 10%# 5%# 0%# Walmart# Kmart# Target# Kohls# JC# Macys# Sears# Penney# Stores#® 2012 Dachis Group. Confidential and Proprietary 11
  12. 12. 1 Walmart Saturates its Audience Widespread digital protests disrupted Walmart’s carefully laid plans. Walmart used their scale to combat the backlash from shoppers angry about the store’s labor practices and the bad behavior of Black Friday shoppers. Customers on social media took over Facebook comments and Walmart’s own Twitter hashtags with protests against the brand. The #blackfriday hashtag was in 20.6% of Walmart tweets, while the #walmartstrikers hashtag was in 20.57%.® 2012 Dachis Group. Confidential and Proprietary 12
  13. 13. 1 Walmart Saturates its Audience Walmart’s enormous social reach drew millions of likes. While these user-generated messages added up to a formidable 1.6M impressions, it was still nothing compared to the reach of the brand’s own social content.® 2012 Dachis Group. Confidential and Proprietary 13
  14. 14. 2 Amazon Benefits From High Advocacy 214% Amplification Rate, Highest of all the Black Friday Retailers. High%Engagement%Impressions%Per%Day% Amazon saw +214.67% 80,000" amplification for its owned social content, which Black Friday mostly played on the luxury of skipping Black Friday 60,000" crowds to shop from the comfort of home on Amazon.com. 40,000" 20,000" 0" " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 6/ 7/ 8/ 9/ 0/ 1/ 2/ 3/ 4/ 5/ /1 /1 /1 /1 /2 /2 /2 /2 /2 /2 11 11 11 11 11 11 11 11 11 11 11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12" Amazon" 2,820" 21,325" 42" 17,201" 6,682" 6,543" 5,048" 15,318" 9,781" 22,736" Par6cipant" 300" 36,512" 15,457" 21,103" 18,408" 20,041" 10,988" 43,809" 18,224" 48,092"® 2012 Dachis Group. Confidential and Proprietary 14
  15. 15. 2 Amazon Benefits From High Advocacy Amazon highlighted the benefits of the shopping experience. A brand not known for flashy social media efforts, Amazon still earned the biggest amplification for its social content simply by playing up their appeal as the antidote to Black Friday brick-and-mortar shopping madness. Amazon traditionally gets a lot of mentions on Twitter because of the built-in social sharing features on the site and self-promotion by Marketplace retailers. But this year the Twitter conversation was less about product and more about the shopping experience. A shift towards deeper engagement for the brand.® 2012 Dachis Group. Confidential and Proprietary 15
  16. 16. 3 Kohl’s Followed Up, Asks “How’d it go?” Kohl’s follow-up tactics drive high engagement. Kohl’s sees the most High Engagement Actions / Day customer engagement on 1200" its Facebook page, compared to Twitter. Black Friday The typical Kohl’s shopper 1000" is very coupon savvy and deals-focused. Facebook" Kohl’s worked these facts 800" to their advantage using Twi7er" Facebook as a place to allow their customers to 600" brag and celebrate the deals they scored at Kohl’s. 400" 200" 0" " " " " " " " " " " 12 12 12 12 12 12 12 12 12 12 6/ 7/ 8/ 9/ 0/ 1/ 2/ 3/ 4/ 5/ /1 /1 /1 /1 /2 /2 /2 /2 /2 /2 11 11 11 11 11 11 11 11 11 11® 2012 Dachis Group. Confidential and Proprietary 16
  17. 17. 4 Toys R Us Had the Largest Brand Impact Toys R Us owned 42% of the conversation among toys & electronics retailers... but it wasn’t all positive. Black Friday’s campaign impact to brand performance A lot of the conversation 450" from shoppers on Toys R Us’ social channels went 400" negative, driven by complaints around long Brand Impact Score waits, out of stock toys, 350" and high prices. 300" There were also many negative comments around 250" how the store opened Thanksgiving night - taking 200" time away from families. Much of the positive 150" conversation stemmed from excitement around 100" individual products (such as the Wii U). So while the 50" brand took the lions share of the conversation, much 0" of it was negative. s" Am " W ey" " t" s" s"S " Be s" " t" " ck on et uy ys ar ar "u re hl rg ha n "B az ac "R ?M Km to Ko en Ta st oS ys M al "P To di ar JC Ra Se® 2012 Dachis Group. Confidential and Proprietary 17
  18. 18. 4 Toys R Us Had the Largest Brand Impact Toys R US combated negativity with charity and @Shaq. As a contrast to the negative commentary from shoppers, Toys R Us partnered with NBA (and Twitter) superstar @Shaq, encouraging followers to Give Back with Shaq to benefit kits impacted by Hurricane Sandy and donate to Toys for Tots.® 2012 Dachis Group. Confidential and Proprietary 18
  19. 19. Summary1 Walmart Saturates its Audience2 Amazon Benefits From High Advocacy3 Kohl’s Followed Up, Asks “How’d it go?”4 Toys R Us Had the Largest Brand Impact 19
  20. 20. Q&A 20
  21. 21. Learn More Sign up for a 1:1 Tour Stay in touch liz.courtney@dachisgroup.comhttp://social.dachisgroup.com/tour @partyliz brian.kotlyar@dachisgroup.com @bkotlyar ray.renteria@dachisgroup.com @rayrenteria http://dachisgroup.com http://socialbusinessindex.com 21

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