A Great DEAL of Expectations<br />The Buzz around Black Friday & Cyber Monday Deals on Social Media<br />Presented By: Jim...
Search Setup In Alterian SM2<br />Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy, Toys R Us and Targe...
2009 Daily Volume – All Topics<br />Analysis<br /><ul><li>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</li></li></ul><li>2009 Black Friday vs. Cyber Monday<br />Analysis<br /><ul><l...
Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were la...
The spikes correlate to early previews of deals</li></li></ul><li>2010 Daily Volume – All Topics<br />Analysis – UPDATE 11...
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</li></li></ul><li>2010 Black Friday vs. Cyber Monday<br />Analysis<br />...
Microblogs 27% (Twitter + Clones)
Message Boards 16% (Discussions about best deals from retailers)
The rest amounts to less than 10%</li></li></ul><li>2009 Share of Voice Trend – All Topics<br />Analysis<br /><ul><li>Medi...
Media Types Other remain active in deal discussion while Twitter traffic simply drops off
Message boards follow a pattern similar to that of Twitter</li></li></ul><li>2010 Share of Voice Total – All Topics<br />A...
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</li></li></ul><li>2010 Share of Voice Trend – All Topics<br />Analysis<br /><ul><li>Microblog mentio...
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 Fri...
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) </li></li></ul><li>2010 Share of Voice Trend – All Topics<br />Anal...
Social Networks became a major factor leading up to Black Friday lead the conversations during Black Friday
Message boards peak during black Friday.</li></li></ul><li>2009 Retailer Comparison<br />Analysis<br /><ul><li>Walmart: 29%
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2010 11-30 black friday hot topic

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2010 11-30 black friday hot topic

  1. 1. A Great DEAL of Expectations<br />The Buzz around Black Friday & Cyber Monday Deals on Social Media<br />Presented By: Jim Reynolds<br />Strategic Account Manager – SM2<br />@jimmyrey<br />
  2. 2. Search Setup In Alterian SM2<br />Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy, Toys R Us and Target<br />Topic Focus: Black Friday & Cyber Monday<br />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)<br />Locations / Languages: All Countries & Languages<br />
  3. 3. 2009 Daily Volume – All Topics<br />Analysis<br /><ul><li>Total of 50k social media mentions
  4. 4. Volume of conversation picks up dramatically Thanksgiving week and peaks on Black Friday
  5. 5. Second largest spike occurs on Cyber Monday</li></li></ul><li>2009 Black Friday vs. Cyber Monday<br />Analysis<br /><ul><li>In 2009, Black Friday definitely led the overall conversation with 87.5% of the chatter</li></li></ul><li>2010 Daily Volume – All Topics<br />Analysis<br /><ul><li>Total of 37k social media mentions
  6. 6. Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were last year
  7. 7. The spikes correlate to early previews of deals</li></li></ul><li>2010 Daily Volume – All Topics<br />Analysis – UPDATE 11/30/2010<br /><ul><li>Total of 169k social media mentions
  8. 8. Our assumption was correct that Cyber Monday / Black Friday 2010 was talked about more than in 2009
  9. 9. The peak of 51k is greater than all 2009 mentions</li></li></ul><li>2010 Black Friday vs. Cyber Monday<br />Analysis<br /><ul><li>In 2010, Black Friday chatter is dominating the overall conversation. This is expected since promotions have not yet been released or leaked</li></li></ul><li>2010 Black Friday vs. Cyber Monday<br />Analysis – UPDATE 11/30/2010<br /><ul><li>Overall Black Friday 2010 mentions increased over 2009</li></li></ul><li>2009 Share of Voice Total – All Topics<br />Analysis<br /><ul><li>Media Types Other 38% (Primarily deal sharing sites and mainstream media)
  10. 10. Microblogs 27% (Twitter + Clones)
  11. 11. Message Boards 16% (Discussions about best deals from retailers)
  12. 12. The rest amounts to less than 10%</li></li></ul><li>2009 Share of Voice Trend – All Topics<br />Analysis<br /><ul><li>Media Types Other & Twitter traffic is identical up until Black Friday
  13. 13. Media Types Other remain active in deal discussion while Twitter traffic simply drops off
  14. 14. Message boards follow a pattern similar to that of Twitter</li></li></ul><li>2010 Share of Voice Total – All Topics<br />Analysis<br /><ul><li>Microblogs 47% (Major jump from last year)
  15. 15. Message Boards 18% (over 2% increase from last year)
  16. 16. Media Types Other 17% (More than 20% drop in mentions)
  17. 17. Social Networks 10%
  18. 18. All others 5% or less</li></li></ul><li>2010 Share of Voice Trend – All Topics<br />Analysis<br /><ul><li>Microblog mentions spike based on ads or leaks of upcoming deals
  19. 19. Social Networks appear to follow a nearly identical pattern to Microblogs
  20. 20. Message boards seem to slowly build momentum as people are discussing deals more frequently with the approach of Black Friday & Cyber Monday</li></li></ul><li>2010 Share of Voice Total – All Topics<br />Analysis – UPDATE 11/30/2010<br /><ul><li>Microblogs 39% (Drop of nearly 10% from early analysis)
  21. 21. Social Networks 29% (Increase of nearly 20%)
  22. 22. Message Boards 13% (Drop of 5% from early analysis)
  23. 23. Media Types Other 12% (Drop of 5% from early analysis) </li></li></ul><li>2010 Share of Voice Trend – All Topics<br />Analysis – UPDATED 11/30/2010<br /><ul><li>Microblog mentions surge during Black Friday and diminish during Cyber Monday
  24. 24. Social Networks became a major factor leading up to Black Friday lead the conversations during Black Friday
  25. 25. Message boards peak during black Friday.</li></li></ul><li>2009 Retailer Comparison<br />Analysis<br /><ul><li>Walmart: 29%
  26. 26. BestBuy: 22%
  27. 27. Target: 18%
  28. 28. Toys ‘R Us: 8%
  29. 29. Sears: 6%
  30. 30. Macy’s: 5%
  31. 31. Kohl’s: 4.7%
  32. 32. Kmart: 4%
  33. 33. JC Penney: 2.5%</li></li></ul><li>2009 Retailer Comparison<br />Analysis<br /><ul><li>Overall, all retailers followed the same patterns in 2009 with pre-Black Friday spikes correlating to leaks of deals
  34. 34. On Black Friday/Cyber Monday, Walmart, Best Buy and Target pulled ahead, followed by Toys ‘R Us </li></li></ul><li>2009 Topic Analysis – Black Friday<br />Analysis<br /><ul><li>Majority of social media chatter was focused on deal-related terms
  35. 35. Product group mentions focused on Blu-Ray, HDTV & Laptop
  36. 36. Interesting sub topics around waiting, wait, door buster</li></li></ul><li>2009 Topic Analysis – Cyber Monday<br />Analysis<br /><ul><li>Unlike Black Friday, Cyber Monday was definitely more product-focused with multiple brand mentions (Nintendo, Apple, Wii)
  37. 37. Product group mentions focused on games, netbook, laptop</li></li></ul><li>2010 Retailer Comparison<br />Analysis<br /><ul><li>Walmart: 32% UP
  38. 38. Target: 20% UP
  39. 39. Best Buy: 19% DOWN
  40. 40. Sears: 8% UP
  41. 41. Toys ‘R Us: 7% DOWN
  42. 42. Kohl’s: 4% DOWN
  43. 43. Kmart :3.6% DOWN
  44. 44. Macy’s: 4% DOWN
  45. 45. JC Penney: 1% DOWN</li></li></ul><li>2010 Retailer Comparison<br />Analysis<br /><ul><li>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
  46. 46. As we get closer to Black Friday/Cyber Monday, we predict that the race will be between Walmart, Best Buy and Target </li></li></ul><li>2010 Retailer Comparison<br />Analysis – UPDATE 11/30/2010<br /><ul><li>Walmart: 36% UP
  47. 47. Target: 21% UP
  48. 48. Best Buy: 17% DOWN
  49. 49. Toys ‘R Us: 8% DOWN
  50. 50. Sears: 5% DOWN
  51. 51. Kohl’s: 4% SAME
  52. 52. Macy’s: 3.8% DOWN
  53. 53. Kmart : 3% DOWN
  54. 54. JC Penney: 1% DOWN</li></li></ul><li>2010 Retailer Comparison<br />Analysis – UPDATE 11/30/2010<br /><ul><li>The 2010 trend normalized and follows a similar pattern to 2009
  55. 55. As predicted the race was between Walmart, Target & Best Buy but Toys R Us gave Best Buy a challenge on Black Friday</li></li></ul><li>2010 Topic Analysis – Black Friday<br />Analysis<br /><ul><li>Majority of social media chatter is focused on Target and Walmart, with other large topics centered on deals
  56. 56. Product group mentions focused on mobile phones (new for 2010), appliances (new for 2010), games (new for 2010), Laptop and HDTV </li></li></ul><li>2010 Topic Analysis – Cyber Monday<br />Analysis<br /><ul><li>Early Cyber Monday chatter is focused on signing up for access to sneak peeks of Cyber Monday deals
  57. 57. Similar to 2009 topics, Cyber Monday is definitely more product-focused than is Black Friday</li></li></ul><li>Summary<br />Overall<br /><ul><li>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
  58. 58. 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
  59. 59. As data continues to update, feel free to watch along via our public dashboards
  60. 60. 2010 Retailers – Ranking mentions of all retailers hourly
  61. 61. http://bit.ly/2010retailers
  62. 62. 2009 vs. 2010 Black Friday, Cyber Monday - Ranking cumulative mentions & social media channels of Black Friday & Cyber Monday hourly
  63. 63. http://bit.ly/2010blackfriday
  64. 64. http://bit.ly/2010cybermonday</li>

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