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2011 Oscars report by Networked Insights
 

2011 Oscars report by Networked Insights

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Social Media more and more is becoming a data source to help brands understand consumer behaviors and interests. For this year’s Oscars the social chatter revealed some stimulating data-points that ...

Social Media more and more is becoming a data source to help brands understand consumer behaviors and interests. For this year’s Oscars the social chatter revealed some stimulating data-points that we’re interesting, but not necessarily actionable for brands and advertisers. Using a proprietary Topic Discovery Engine, Networked Insights dove into the social conversations to uncover information brands could leverage.

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    2011 Oscars report by Networked Insights 2011 Oscars report by Networked Insights Document Transcript

    • NETWORKED INSIGHTSFueling Intelligent Brands
    • How to choose a Celebrity Endorser fromthe Annual Academy AwardsSocial Media more and more is becoming a data source to helpbrands understand consumer behaviors and interests. For thisyear’s Oscars the social chatter revealed some stimulatingdata-points that we’re interesting, but not necessarily actionablefor brands and advertisers. Using our proprietary Topic DiscoveryEngine, Networked Insights dove into the social conversations touncover insights brands could really leverage.Although there are conflicting reports on the number or total tweets Tweetbeat estimated 400,000generated by the Academy Awards, what has become evident is the tweets sent during the telecast,changing behavior of viewers. Unlike ever before, participants are TweetReach claims a totalembracing a multi-screen environment, transforming The Oscar number more around 1,270,000.experience from a broadcast into a real-time, digital conversationamongst friends and like minded people through blogs, micro-blogs What’s clear is socialand social networks. conversations are increasing around television programmingA lot of attention from companies monitoring social media leading with broad implications forup to The Oscars was around what films and actors were discussed brands and advertisers.the most. What The Trend analyzed data from the Twitter World-wide Trending Topics and developed a ranking of most discussedfilms. The Meltwater Group and Webtrends, while cautioning theirdata was more a reflection of popularity rather than predictive ofOscar winners, developed reports purporting winners and losers orrankings from the social media mentions surrounding The Oscars.This information is interesting as it reveals what consumersare talking about, but it probably aides the studios and agentsrepresenting the films and actors most as they look to developpricing models for products and celebrity endorsements.Networked Insights wanted to dig deeper into the data thatsurrounds The Oscars to see what they could learn from theincredible volume of conversations. Email: info@networkedinsights.com Phone: 608.237.1867 www.networkedinsights.com © 2011, Networked Insights, Inc.
    • Social Winners: Share of Conversation by CategoryNetworked Insight’s research team clustered conversations through our proprietary technology tool knownas the Topic Discovery Engine, which exposed two themes that have tangible implications for brands andadvertisers. First, by isolating social media data from web properties that had specific demographic profiles,Networked Insights discovered who the most discussed actors for various product categories were. Autos Moms Sports Mobile Technology Beer Lovers Over 21Actor in a Leading Role 30% 25% 20% 15% 10% 5% 0% Jeff Bridges James Franco Colin Firth Javier Bardem Jesse Eisenberg “True Grit” “127 Hours” “The King’s “Biutuful” “The Social Speech” Network”Actor in a Supporting Role 20% 15% 10% 5% 0% Jeremy Renner Christian Bale Mark Ruffalo Geoffrey Rush John Hawkes “The Town” “The Fighter” “The Kids Are “The King’s “Winter’s Bone” All Right” Speech”
    • Social Winners: Share of Conversation by Category Autos Moms Sports Mobile Technology Beer Lovers Over 21Actress in a Leading Role 40% 35% 30% 25% 20% 15% 10% 5% 0% Annette Bening Jennifer Lawrence Michelle Williams Natalie Portman Nicole Kidman “The Kids are All Right” “WInter’s Bone” “Blue Valentine” “Black Swan” “Rabbit Hole”Actress in a Supporting Role 10% 5% 0% Jacki Weaver Amy Adams Hailee Steinfeld Melissa Leo Helena Bonham Carter “Animal Kingdom” “The Fighter” “True Grit” “The FIghter” “The King’s Speech”
    • Natalie Portman was the most talked about Oscar nominee across all Categories except for Moms.Category and Celebrity EndorsementsCelebrity endorsements are on the rise, 24% of ads during TheOscars featured a celeb, which is a 500% increase from 2010,according to GreenLight. While it’s clear the clout of an Oscar wincan impact an actor’s income for the balance of their career, what Colin Firth was the most talkedis less clear is how The Oscar losers fair. about Oscar nominee within the Moms Category.By examining social data with tools developed exclusively for thepurpose of gathering marketing insights, Networked Insights isable to uncover trends that increase the efficiency of marketingand advertising programs. Networked Insights has helped Fortune500 clients use this capability to identify an optimal celebrityspokesperson and to validate decisions around existingendorsement agreements. Christian Bale was the most talked about male Oscar nominee within the Autos and Sports Categories. Email: info@networkedinsights.com Phone: 608.237.1867 www.networkedinsights.com © 2011, Networked Insights, Inc.
    • It’s an exciting time for consumers, brands,and marketersTechnological advances in communications and publishing arechanging the frequency and speed in which people communicate with Social data provides aeach other and brands. Social data provides a window into the digital window into the digitalconversations consumers are having and leading marketing organiza- conversations consumerstions are learning how to leverage this information to make smarter are having and leadingdecisions. As brands experience with social media increase so does marketing organizations aretheir need for improved understanding of the interactions customers learning how to leverage thisare having with their brand. information to make smarter decisions.Networked Insights helps brands and advertisers harness social datato discover meaningful insights that impact performance.Questions about this report? Want a free consultation on howsocial data can improve your media planning and otherEmail: info@networkedinsights.commarketing? Contact us.Phone: 608.237.1867www.networkedinsights.comNetworked Insights was founded in 2006 by industry leaders andseasoned entrepreneurs in the fields of social media and customer Email: info@networkedinsights.comintelligence. Headquarters are in Madison, WI, with offices inNew York and Chicago. Phone: 608.237.1867 www.networkedinsights.com © 2011, Networked Insights, Inc.