Old SpiceA social media success story:<br />Analyzing the impact of Old Spice Social Media Campaigns & rebranding efforts<...
Analysis Setup<br />Setup in Alterian SM2<br />Details<br /><ul><li>  Setup in Alterian SM2
  Brand Name + Mutation
FacebookFanpage URL
  No limits on Language
  Location Limited to US
  Full Historical Search (3+ Years of Data)</li></ul>*  No Spam filtering enabled<br />
Trend Analysis<br />Daily Volume 2009<br />Analysis:<br /><ul><li>  Limited Volume of conversation
  Conversations Primarily focused on Nascar & Coupons
  Largest Spike is focused on free Old Spice deodorant</li></li></ul><li>Trend Analysis<br />Analysis:<br /><ul><li>  1000...
  Viral Campaign kicked off early February and has continued to grow
  On July 13th Old Spice Guy started responding to social media (Twitter, YouTube) and has been a monster success</li></ul...
Where is the conversation happening?<br />2009 Social Media Channels <br />Analysis:  <br /><ul><li>Microblogs (Twitter + ...
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Old Spice a Social Media Success Story

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UPDATE 7/16/2010

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Old Spice a Social Media Success Story

  1. 1. Old SpiceA social media success story:<br />Analyzing the impact of Old Spice Social Media Campaigns & rebranding efforts<br />UPDATED (7/16/2010)<br />Jim Reynolds<br />jimmyrey@gmail.com<br />Twitter.com/jimmyrey<br />
  2. 2. Analysis Setup<br />Setup in Alterian SM2<br />Details<br /><ul><li> Setup in Alterian SM2
  3. 3. Brand Name + Mutation
  4. 4. FacebookFanpage URL
  5. 5. No limits on Language
  6. 6. Location Limited to US
  7. 7. Full Historical Search (3+ Years of Data)</li></ul>* No Spam filtering enabled<br />
  8. 8. Trend Analysis<br />Daily Volume 2009<br />Analysis:<br /><ul><li> Limited Volume of conversation
  9. 9. Conversations Primarily focused on Nascar & Coupons
  10. 10. Largest Spike is focused on free Old Spice deodorant</li></li></ul><li>Trend Analysis<br />Analysis:<br /><ul><li> 1000% Increase in social media conversations year over year
  11. 11. Viral Campaign kicked off early February and has continued to grow
  12. 12. On July 13th Old Spice Guy started responding to social media (Twitter, YouTube) and has been a monster success</li></ul>Daily Volume 2010<br />
  13. 13. Where is the conversation happening?<br />2009 Social Media Channels <br />Analysis: <br /><ul><li>Microblogs (Twitter + Others) were the most active media type followed by message boards and social networks
  14. 14. Spikes were primarily focused on coupons and deal promotions</li></li></ul><li>Where is the conversation happening?<br />2010 Social Media Channels <br /> Analysis:<br /><ul><li>Microblogs (Twitter + Others) were the most active media type followed by message boards and Media Types – Other (Mainstream outlets plus social benchmarking)
  15. 15. Spikes were primarily focused on conversations around video releases</li></li></ul><li>Audience Demographics<br />2009 Audience Demographics<br />Analysis:<br /><ul><li> Limited Set of broad reaching sites talking about Old Spice
  16. 16. 55/45% male – female audience*
  17. 17. Majority of age of audience talking about Old Spice is above 25 years old*</li></ul>* Limited data set<br />
  18. 18. Audience Demographics<br />2010 Audience Demographics<br />Analysis:<br /><ul><li>Larger set of broad reaching sites talking about Old Spice
  19. 19. 65/35% male – female audience (70% of audience identified)
  20. 20. Majority of age of audience talking under Old Spice is above 34 years old</li></li></ul><li>Topics of Conversation and Location <br />2009 Topics of Conversation and Location <br />Analysis:<br /><ul><li> Majority of conversation is focused on Nascar, deals & where to buy Old Spice
  21. 21. #1 location in Michigan and #2 is California, the majority of these conversations are focused on deals. </li></li></ul><li>Topics of Conversation and Location <br />2010 Topics of Conversation and Location <br />Analysis:<br /><ul><li> Majority of conversation is now discussing the campaign, entertainment, and social related chatter
  22. 22. Chatter is now not limited to specific geographic regions it’s now nationwide.</li></li></ul><li>Opinion Of Audience<br />2009 Brand References<br />Analysis:<br /><ul><li> Nearly 50/50 positive – negative sentiment, from looking at the posts the majority of the audience has no opinion of old spice.</li></ul>Sample Negative Post<br />Positive Negative Post<br />
  23. 23. Opinion Of Audience<br />2010 Brand References<br />Analysis:<br /><ul><li> Nearly 65/35 positive – negative sentiment. From looking at the posts the majority of the audience has no opinion of old spice.</li></ul>Sample Negative Post<br />Sample Positive Post<br />
  24. 24. Effect of the Campaign<br />Many times people will wonder how you can measure the effectiveness of a campaign. Below are the raw stats from Famecount.com.<br /><ul><li> 5404% Increase in number of followers since April (7/16)
  25. 25. 11k RT’s of content including Old Spice keywords vs. 39 over the same period last year.
  26. 26. 28k RT’s as of July 16th
  27. 27. 1025% Increase in YouTube Subscribers (7/16)
  28. 28. Video Released on 6/30 has over 5million views</li>
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