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Old Spice a Social Media Success Story
 

Old Spice a Social Media Success Story

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UPDATE 7/16/2010

UPDATE 7/16/2010

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Old Spice a Social Media Success Story Old Spice a Social Media Success Story Presentation Transcript

  • 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
  • Analysis Setup
    Setup in Alterian SM2
    Details
    • Setup in Alterian SM2
    • Brand Name + Mutation
    • FacebookFanpage URL
    • No limits on Language
    • Location Limited to US
    • Full Historical Search (3+ Years of Data)
    * No Spam filtering enabled
  • Trend Analysis
    Daily Volume 2009
    Analysis:
    • Limited Volume of conversation
    • Conversations Primarily focused on Nascar & Coupons
    • Largest Spike is focused on free Old Spice deodorant
  • Trend Analysis
    Analysis:
    • 1000% Increase in social media conversations year over year
    • 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
    Daily Volume 2010
  • 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
    • 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)
    • 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
    • 55/45% male – female audience*
    • Majority of age of audience talking about Old Spice is above 25 years old*
    * Limited data set
  • Audience Demographics
    2010 Audience Demographics
    Analysis:
    • Larger set of broad reaching sites talking about Old Spice
    • 65/35% male – female audience (70% of audience identified)
    • 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
    • #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
    • 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
  • 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
  • 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)
    • 11k RT’s of content including Old Spice keywords vs. 39 over the same period last year.
    • 28k RT’s as of July 16th
    • 1025% Increase in YouTube Subscribers (7/16)
    • Video Released on 6/30 has over 5million views