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

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  • 1. A Great DEAL of Expectations<br />The Buzz around Black Friday &amp; Cyber Monday Deals on Social Media<br />Presented By: Jim Reynolds<br />Strategic Account Manager – SM2<br />@jimmyrey<br />
  • 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 &amp; Cyber Monday<br />Date Range(s): 11/1/2009 – 12/3/2009 &amp; 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 &amp; Languages<br />
  • 3. 2009 Daily Volume – All Topics<br />Analysis<br /><ul><li>Total of 50k social media mentions
  • 4. Volume of conversation picks up dramatically Thanksgiving week and peaks on Black Friday
  • 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. Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were last year
  • 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. Our assumption was correct that Cyber Monday / Black Friday 2010 was talked about more than in 2009
  • 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. Microblogs 27% (Twitter + Clones)
  • 11. Message Boards 16% (Discussions about best deals from retailers)
  • 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 &amp; Twitter traffic is identical up until Black Friday
  • 13. Media Types Other remain active in deal discussion while Twitter traffic simply drops off
  • 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. Message Boards 18% (over 2% increase from last year)
  • 16. Media Types Other 17% (More than 20% drop in mentions)
  • 17. Social Networks 10%
  • 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. Social Networks appear to follow a nearly identical pattern to Microblogs
  • 20. Message boards seem to slowly build momentum as people are discussing deals more frequently with the approach of Black Friday &amp; 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. Social Networks 29% (Increase of nearly 20%)
  • 22. Message Boards 13% (Drop of 5% from early analysis)
  • 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. Social Networks became a major factor leading up to Black Friday lead the conversations during Black Friday
  • 25. Message boards peak during black Friday.</li></li></ul><li>2009 Retailer Comparison<br />Analysis<br /><ul><li>Walmart: 29%
  • 26. BestBuy: 22%
  • 27. Target: 18%
  • 28. Toys ‘R Us: 8%
  • 29. Sears: 6%
  • 30. Macy’s: 5%
  • 31. Kohl’s: 4.7%
  • 32. Kmart: 4%
  • 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. 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. Product group mentions focused on Blu-Ray, HDTV &amp; Laptop
  • 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. Product group mentions focused on games, netbook, laptop</li></li></ul><li>2010 Retailer Comparison<br />Analysis<br /><ul><li>Walmart: 32% UP
  • 38. Target: 20% UP
  • 39. Best Buy: 19% DOWN
  • 40. Sears: 8% UP
  • 41. Toys ‘R Us: 7% DOWN
  • 42. Kohl’s: 4% DOWN
  • 43. Kmart :3.6% DOWN
  • 44. Macy’s: 4% DOWN
  • 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. 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. Target: 21% UP
  • 48. Best Buy: 17% DOWN
  • 49. Toys ‘R Us: 8% DOWN
  • 50. Sears: 5% DOWN
  • 51. Kohl’s: 4% SAME
  • 52. Macy’s: 3.8% DOWN
  • 53. Kmart : 3% DOWN
  • 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. As predicted the race was between Walmart, Target &amp; 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. 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. 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. 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. As data continues to update, feel free to watch along via our public dashboards
  • 60. 2010 Retailers – Ranking mentions of all retailers hourly
  • 61. http://bit.ly/2010retailers
  • 62. 2009 vs. 2010 Black Friday, Cyber Monday - Ranking cumulative mentions &amp; social media channels of Black Friday &amp; Cyber Monday hourly
  • 63. http://bit.ly/2010blackfriday
  • 64. http://bit.ly/2010cybermonday</li>

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