Your SlideShare is downloading. ×
Old Spice a Social Media Success Story
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Old Spice a Social Media Success Story

6,921

Published on

UPDATE 7/16/2010

UPDATE 7/16/2010

Published in: Technology, Business
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
6,921
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
161
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

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

×