Analysis of Social Media’s Impact
            2010 Alterian SM2 Buzz Bowl Findings
Published by Marcus Tewksbury, Director...
Agenda




• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology



                Learn more
Birth of an Idea




                   Learn more
Making Honey




 Social Intelligence
“The management and analysis of customer data from social sources,
used to activate ...
Goal




 Devise a model that helps
 quantify social media in a
 way useful for marketing
     decision making
           ...
Agenda




• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology



                Learn more
Super Reach



The Super Bowl has become an iconic symbol of the power of the 30 second spot.
Although other forms of mass...
Memorable Impressions




                        Learn more
Awash in Buzz




                         Social
                                  Mashable, Twitter, Facebook feedback p...
Agenda




• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology



                Learn more
Approach




1) Social Engagement Index (SEI): Model audience reach into social space.
   Understand how it expands reach....
Most Engaged



Final Counts
• 304K Mentions
• Google reached ~103.5M
• Top-10 Account for 50%
• 34 (of 46) below average
...
Multiple Lead Changes Pre-Game




    Pre-Game




    Game Day




    Post Game
Multiple Lead Changes Game Day




    Pre-Game




    Game Day




    Post Game
Multiple Lead Changes Post Game




    Pre-Game




    Game Day




    Post Game
Most Loved



Final Counts

• Sentiment tells different story

• Significantly net positive

• 1/3rd of brands beat averag...
Fickle Audience Pre-Game




    Pre-Game




    Game Day




    Post Game
Fickle Audience – Game Day




    Pre-Game




    Game Day




    Post Game
Fickle Audience – Post Game




    Pre-Game




    Game Day




    Post Game
Extending the Connection




                                • 22 Brands had meaningful tails
                            ...
The Long Tail Concept




       Strength of Tail takes Motorola from 17th to 12th overall

                      Learn mo...
Varying Returns




   Best: Focus on Family $.04          Average: $.95 per   Worst: Skechers $7.81

                    ...
Aggregate Reach




                  Learn more
Extend & Expand Emotional Connection




                     Display       Reach      Search

                           ...
Agenda




• Motivation
• Why the Super Bowl
• Results (12/1/09 – 3/1/10)
• Methodology



                Learn more
Three Phases of Social Intelligence



                      Social conversations take place in myriad
                   ...
Social Media Monitoring




                                304K Mentions in 60-Days

                          Learn more
Three Phases of Social Intelligence



                      Social conversations take place in myriad
                   ...
Learning Environment
                                        Cost Analysis
                                               ...
Reach



Reach is an important concept for social          For each mention:
media analysis because it helps bridge
social...
Social Engagement Index (SEI)



Estimates the social reach of a brand by
taking the count of mentions and factoring      ...
Social Sentiment Engagement Index (SSEI)




Similar calculation to the SEI, but adds an
additional element of sentiment w...
Cost Per Social Impression (CPSM)



A commodity that nearly all marketers deal
in is impressions. Tracing back to roots i...
Longevity Index




Decay is another important factor for
brand advertising. Stated more simply,             ∑ Brand Menti...
Three Phases of Social Intelligence



                      Social conversations take place in myriad
                   ...
Brand Scoreboards


                            Rank
CPSM                        Highlights the brands
Lists out brand spe...
Summary



• Social Intelligence can move the needle for brands when it’s fully
  addressed in all 3 phases.
• The social ...
Questions About the Data?



Please contact one of the experts:

                     Marcus Tewksbury
                   ...
Phone:        312-704-1700
Fax:          312-704-1701
Email:
Twitter:
              sales@alterian.com
              @Alte...
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Analysis of social media's super impact

  1. 1. Analysis of Social Media’s Impact 2010 Alterian SM2 Buzz Bowl Findings Published by Marcus Tewksbury, Director, Customer Intelligence, Alterian and Scott Briggs, Director, Business Solutions, Alterian
  2. 2. Agenda • Motivation • Why the Super Bowl • Results (12/1/09 – 3/1/10) • Methodology Learn more
  3. 3. Birth of an Idea Learn more
  4. 4. Making Honey Social Intelligence “The management and analysis of customer data from social sources, used to activate and recalibrate marketing programs.” – Zach Hofer-Shall Defining Social Intelligence) Learn more
  5. 5. Goal Devise a model that helps quantify social media in a way useful for marketing decision making Learn more
  6. 6. Agenda • Motivation • Why the Super Bowl • Results (12/1/09 – 3/1/10) • Methodology Learn more
  7. 7. Super Reach The Super Bowl has become an iconic symbol of the power of the 30 second spot. Although other forms of mass media have stumbled, even under performing the scuffling economy, the Super Bowl still attracts advertisers and viewers alike. In the biggest media event of the year for brands and networks the world gathers not just to see the game, but also the best the creative agencies have to offer. • 106M (US) Viewers – Top event ever, surpassing M.A.S.H. finale* • ~$300M spent on the media purchase alone • 70+ in-game spots spread across 27 pods • Average paid per spot $3M • 80+ brands participated as sponsors or advertisers *until US/Canada Olympic hockey final game Learn more
  8. 8. Memorable Impressions Learn more
  9. 9. Awash in Buzz Social Mashable, Twitter, Facebook feedback pages Press: Forbes: Will Pepsi Win The Super Bowl? NBC Report: Super Bowl Ads Build Online Buzz Advertising Age: Let the Analysis Begin: Weighing in on Super Bowl Ads Mashable: Social Media Score Card – How the Super Bowl Advertisers Performed USA Today: Focus on the Family got Super Bowl buzz it wanted The New York Times: An Advocacy Ad Elevates Interest in All the Ads Chicago Tribune: Motorola out to raise its game with Super Bowl ad Over 300K Super Bowl Brand Mentions
  10. 10. Agenda • Motivation • Why the Super Bowl • Results (12/1/09 – 3/1/10) • Methodology Learn more
  11. 11. Approach 1) Social Engagement Index (SEI): Model audience reach into social space. Understand how it expands reach. 2) Social Sentiment Index (SSEI): NOT all publicity is good publicity. Extend basic model to account for sentiment. 3) Cost Per Social Impression (CPSM): Incorporate spend data to gauge the relative effectiveness of social messaging. 4) Longevity Index: Assess ability of social media to slow rate of decay and extend engagement. 5) Aggregate Reach: Demonstrate the combined possibility of earned and paid channels. Learn more
  12. 12. Most Engaged Final Counts • 304K Mentions • Google reached ~103.5M • Top-10 Account for 50% • 34 (of 46) below average • Ranks shifted a lot over time Learn more
  13. 13. Multiple Lead Changes Pre-Game Pre-Game Game Day Post Game
  14. 14. Multiple Lead Changes Game Day Pre-Game Game Day Post Game
  15. 15. Multiple Lead Changes Post Game Pre-Game Game Day Post Game
  16. 16. Most Loved Final Counts • Sentiment tells different story • Significantly net positive • 1/3rd of brands beat average Learn more
  17. 17. Fickle Audience Pre-Game Pre-Game Game Day Post Game
  18. 18. Fickle Audience – Game Day Pre-Game Game Day Post Game
  19. 19. Fickle Audience – Post Game Pre-Game Game Day Post Game
  20. 20. Extending the Connection • 22 Brands had meaningful tails • Tail as important as pregame • Game decided in 4th quarter - Tail propelled some up the ranks Learn more
  21. 21. The Long Tail Concept Strength of Tail takes Motorola from 17th to 12th overall Learn more
  22. 22. Varying Returns Best: Focus on Family $.04 Average: $.95 per Worst: Skechers $7.81 Learn more
  23. 23. Aggregate Reach Learn more
  24. 24. Extend & Expand Emotional Connection Display Reach Search Possibility TV Spend Social Earned Media Paid Media The Value of a Combined Media Approach
  25. 25. Agenda • Motivation • Why the Super Bowl • Results (12/1/09 – 3/1/10) • Methodology Learn more
  26. 26. Three Phases of Social Intelligence Social conversations take place in myriad channels. It’s not just about grabbing Twitter 1. feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. Learn more
  27. 27. Social Media Monitoring 304K Mentions in 60-Days Learn more
  28. 28. Three Phases of Social Intelligence Social conversations take place in myriad channels. It’s not just about grabbing Twitter 1. feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. Collecting data is essential, but it’s only the first step in building value. A real point of 2. differentiation is the ability to convert that into actionable insights. Semantical analysis is part of this, but so is inclusion of multi-channel data. Learn more
  29. 29. Learning Environment Cost Analysis Indices Sentiment Duration / Intensity Syndicated Data Volume
  30. 30. Reach Reach is an important concept for social For each mention: media analysis because it helps bridge social measures into the parlance of Mention Author x Factor traditional marketing – namely the notion (tied to specific channel) of households. To calculate this, we analyze each mention whereby for a given author, in a given channel we attribute how many eye balls (pairs of them to be specific) potentially saw that mention. This accounts for the likes of an Ashton Kutcher (famous for being the first celebrity to 1M followers) being far greater than the typical Joe. Learn more
  31. 31. Social Engagement Index (SEI) Estimates the social reach of a brand by taking the count of mentions and factoring ∑ Brand Reach based upon the popularity of the author x 100 (as described under reach). Average Advertisers Reach Indexing then enable easy comparison between the brands. This is accomplished by dividing a brands potential reach by the overall average and finally by multiplying by 100. Following, any score of less than 100 indicates a brand that scored below the average. Learn more
  32. 32. Social Sentiment Engagement Index (SSEI) Similar calculation to the SEI, but adds an additional element of sentiment whereby ∑ Mention x Reach x (+/- 1) reach score is adjusted positively for a x 100 good comment, but negatively for a poor Average Advertisers one. Again the brands have been indexed against 100, but here a brand can actually achieve a negative score. Anything less than 100 indicates a below average sentiment, while a score less than 0 indicates a net negative sentiment. Learn more
  33. 33. Cost Per Social Impression (CPSM) A commodity that nearly all marketers deal in is impressions. Tracing back to roots in Brand Social Reach RFM we’ve been schooled on building awareness by efficiently generating Media Spend impressions. It’s not the overall spend that’s important, but the cost per impression. With the CPSM model what we’ve done is take each brands media spend and divided by their total reach. Like other CPx models understanding relative performance will take time to develop historical benchmarks. Looking at the Super Bowl alone brands that generated better than $.96 per impression beat the average. Learn more
  34. 34. Longevity Index Decay is another important factor for brand advertising. Stated more simply, ∑ Brand Mentions Game Game + 30 this refers to the declining effect a given Game ad has moving forward in time after its Average Mentions Game + 30 execution. This additional reach can also be termed the long tail. For this measure we compare the slope of decline in the tails for each brand compared to the average slope for all brands. Indexed at 1, the lower the score indicates the more rapid the drop off, while the higher number points to a fatter tail, and more extended engagement. Learn more
  35. 35. Three Phases of Social Intelligence Social conversations take place in myriad channels. It’s not just about grabbing Twitter 1. feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. Collecting data is essential, but it’s only the first step in building value. A real point of 2. differentiation is the ability to convert that into actionable insights. Semantical analysis is part of this, but so is inclusion of multi-channel data. The greatest insight in the world is not valuable if it is not available to the right hands. A key 3. ingredient to making social intelligence impactful on marketers is the isolation and elevation of key RESENT points.
  36. 36. Brand Scoreboards Rank CPSM Highlights the brands Lists out brand spend, relative positioning on the and their cost per social social sentiment impression. engagement index. Social Reach Frequency Shows the raw estimated Of all the relevant eye balls reached by conversations monitors mentions and ranks how many pertained to versus other advertisers. specific brand. SEI / SSEI Theme Cloud Combined, tabular listing The classic tag cloud of all brands scores with where the size of the word specific brand called out indicates frequency of with view finder. relative mentions. Coach’s Corner Comparative Breakdown the measures and what they Reach mean to your business Breaks down the with our own in-house audience by their social coach Percy. engagement versus peers, and versus brand average.
  37. 37. Summary • Social Intelligence can move the needle for brands when it’s fully addressed in all 3 phases. • The social channel provides the opportunity for significant mirroring of media campaigns • Successful campaigns can expand awareness and can nearly double the reach of the primary channel • Social media can slow decay and extend the lifespan of a campaign and dramatically impact overall performance • Sentiment plays an important role – pointing to the power of the emotional brand connection, even in the social space Learn more
  38. 38. Questions About the Data? Please contact one of the experts: Marcus Tewksbury Director, Customer Intelligence, Alterian marcus.tewksbury@alterian.com +1 312 884 5330 www.twitter.com/tewksbum Scott Briggs Director, Business Solutions, Alterian scott.briggs@alterian.com +1 312 884 5236 www.twitter.com/scott_briggs Learn more
  39. 39. Phone: 312-704-1700 Fax: 312-704-1701 Email: Twitter: sales@alterian.com @Alterian Thank You YouTube: http://www.youtube.com/user/EngagingTimesLive uStream: http://www.ustream.tv/channel/alterian-s-engaging-times-live LinkedIn: http://www.linkedin.com/groups?gid=1823072 SlideShare: http://www.slideshare.net/Alterian iTunes: Alterian Leadership Series Blogs: www.EngagingTimes.com www.TheMarketingMojo.com www.PersuasiveContent.com www.ConnieBensen.com Learn more

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