2010 11-30 black friday hot topic
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2010 11-30 black friday hot topic 2010 11-30 black friday hot topic Presentation Transcript

  • A Great DEAL of Expectations
    The Buzz around Black Friday & Cyber Monday Deals on Social Media
    Presented By: Jim Reynolds
    Strategic Account Manager – SM2
    @jimmyrey
  • Search Setup In Alterian SM2
    Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy, Toys R Us and Target
    Topic Focus: Black Friday & Cyber Monday
    Date Range(s): 11/1/2009 – 12/3/2009 & 11/1/2010 – 11/19/2010 (We will be collecting data through December 3rd and publish an update shortly after)
    Locations / Languages: All Countries & Languages
  • 2009 Daily Volume – All Topics
    Analysis
    • Total of 50k social media mentions
    • Volume of conversation picks up dramatically Thanksgiving week and peaks on Black Friday
    • Second largest spike occurs on Cyber Monday
  • 2009 Black Friday vs. Cyber Monday
    Analysis
    • In 2009, Black Friday definitely led the overall conversation with 87.5% of the chatter
  • 2010 Daily Volume – All Topics
    Analysis
    • Total of 37k social media mentions
    • Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were last year
    • The spikes correlate to early previews of deals
  • 2010 Daily Volume – All Topics
    Analysis – UPDATE 11/30/2010
    • Total of 169k social media mentions
    • Our assumption was correct that Cyber Monday / Black Friday 2010 was talked about more than in 2009
    • The peak of 51k is greater than all 2009 mentions
  • 2010 Black Friday vs. Cyber Monday
    Analysis
    • In 2010, Black Friday chatter is dominating the overall conversation. This is expected since promotions have not yet been released or leaked
  • 2010 Black Friday vs. Cyber Monday
    Analysis – UPDATE 11/30/2010
    • Overall Black Friday 2010 mentions increased over 2009
  • 2009 Share of Voice Total – All Topics
    Analysis
    • Media Types Other 38% (Primarily deal sharing sites and mainstream media)
    • Microblogs 27% (Twitter + Clones)
    • Message Boards 16% (Discussions about best deals from retailers)
    • The rest amounts to less than 10%
  • 2009 Share of Voice Trend – All Topics
    Analysis
    • Media Types Other & Twitter traffic is identical up until Black Friday
    • Media Types Other remain active in deal discussion while Twitter traffic simply drops off
    • Message boards follow a pattern similar to that of Twitter
  • 2010 Share of Voice Total – All Topics
    Analysis
    • Microblogs 47% (Major jump from last year)
    • Message Boards 18% (over 2% increase from last year)
    • Media Types Other 17% (More than 20% drop in mentions)
    • Social Networks 10%
    • All others 5% or less
  • 2010 Share of Voice Trend – All Topics
    Analysis
    • Microblog mentions spike based on ads or leaks of upcoming deals
    • Social Networks appear to follow a nearly identical pattern to Microblogs
    • Message boards seem to slowly build momentum as people are discussing deals more frequently with the approach of Black Friday & Cyber Monday
  • 2010 Share of Voice Total – All Topics
    Analysis – UPDATE 11/30/2010
    • Microblogs 39% (Drop of nearly 10% from early analysis)
    • Social Networks 29% (Increase of nearly 20%)
    • Message Boards 13% (Drop of 5% from early analysis)
    • Media Types Other 12% (Drop of 5% from early analysis)
  • 2010 Share of Voice Trend – All Topics
    Analysis – UPDATED 11/30/2010
    • Microblog mentions surge during Black Friday and diminish during Cyber Monday
    • Social Networks became a major factor leading up to Black Friday lead the conversations during Black Friday
    • Message boards peak during black Friday.
  • 2009 Retailer Comparison
    Analysis
    • Walmart: 29%
    • BestBuy: 22%
    • Target: 18%
    • Toys ‘R Us: 8%
    • Sears: 6%
    • Macy’s: 5%
    • Kohl’s: 4.7%
    • Kmart: 4%
    • JC Penney: 2.5%
  • 2009 Retailer Comparison
    Analysis
    • Overall, all retailers followed the same patterns in 2009 with pre-Black Friday spikes correlating to leaks of deals
    • On Black Friday/Cyber Monday, Walmart, Best Buy and Target pulled ahead, followed by Toys ‘R Us
  • 2009 Topic Analysis – Black Friday
    Analysis
    • Majority of social media chatter was focused on deal-related terms
    • Product group mentions focused on Blu-Ray, HDTV & Laptop
    • Interesting sub topics around waiting, wait, door buster
  • 2009 Topic Analysis – Cyber Monday
    Analysis
    • Unlike Black Friday, Cyber Monday was definitely more product-focused with multiple brand mentions (Nintendo, Apple, Wii)
    • Product group mentions focused on games, netbook, laptop
  • 2010 Retailer Comparison
    Analysis
    • Walmart: 32% UP
    • Target: 20% UP
    • Best Buy: 19% DOWN
    • Sears: 8% UP
    • Toys ‘R Us: 7% DOWN
    • Kohl’s: 4% DOWN
    • Kmart :3.6% DOWN
    • Macy’s: 4% DOWN
    • JC Penney: 1% DOWN
  • 2010 Retailer Comparison
    Analysis
    • The overall trend in 2010 is very different than the trend in 2009 so far; there is a lot more activity as deals start to leak
    • As we get closer to Black Friday/Cyber Monday, we predict that the race will be between Walmart, Best Buy and Target
  • 2010 Retailer Comparison
    Analysis – UPDATE 11/30/2010
    • Walmart: 36% UP
    • Target: 21% UP
    • Best Buy: 17% DOWN
    • Toys ‘R Us: 8% DOWN
    • Sears: 5% DOWN
    • Kohl’s: 4% SAME
    • Macy’s: 3.8% DOWN
    • Kmart : 3% DOWN
    • JC Penney: 1% DOWN
  • 2010 Retailer Comparison
    Analysis – UPDATE 11/30/2010
    • The 2010 trend normalized and follows a similar pattern to 2009
    • As predicted the race was between Walmart, Target & Best Buy but Toys R Us gave Best Buy a challenge on Black Friday
  • 2010 Topic Analysis – Black Friday
    Analysis
    • Majority of social media chatter is focused on Target and Walmart, with other large topics centered on deals
    • Product group mentions focused on mobile phones (new for 2010), appliances (new for 2010), games (new for 2010), Laptop and HDTV
  • 2010 Topic Analysis – Cyber Monday
    Analysis
    • Early Cyber Monday chatter is focused on signing up for access to sneak peeks of Cyber Monday deals
    • Similar to 2009 topics, Cyber Monday is definitely more product-focused than is Black Friday
  • Summary
    Overall
    • People seem to love sharing and discussing deals in social media. From reviewing the data, we can conclude that consumers enjoy the hunt of a great price just as much as getting a great deal
    • As highlighted by the analysis for 2010, people are using social media to identify the best deals and are not afraid to mention products by name. This could be a huge opportunity for assertive companies to market products in social media around the holiday season
    • As data continues to update, feel free to watch along via our public dashboards
    • 2010 Retailers – Ranking mentions of all retailers hourly
    • http://bit.ly/2010retailers
    • 2009 vs. 2010 Black Friday, Cyber Monday - Ranking cumulative mentions & social media channels of Black Friday & Cyber Monday hourly
    • http://bit.ly/2010blackfriday
    • http://bit.ly/2010cybermonday