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Social Capital Death Match
    People vs. Brands
In this corner, retail brands from communities
                  everywhere…




        The Brands
In this corner hailing from all over the place..




         The People
1%

                       Annual Contribution to GNP




Perceivable
  Fraction



              Brands           People
Marketing Budgets


                       People

Brands
                         .
… 3 Round Bout…
      The Judges
ROUND 1
Who has the Biggest Average Audience?
Brands
 Brands            People
            VS.




83,208            27,565
ROUND 2
On Average Most Influential?
People

Brand            People
          VS.

57               69
ROUND 3
Who’s More Real According to Peer Index’s “Real” meter?
People
Brands            People
           VS.




56                81
…and the people have won…
   …by decision 2 to 1…
Thanks!
Jon Gatrell
@spatially
The Details
Methodology
• Not so random sample
   – Minimum Requirements for inclusion
       • twitter.grader.com ranking of 100
   – Retailers: #BlackFriday participation on Twitter as confirmed in this article:
     http://www.clickz.com/clickz/news/1928843/retailers-bestbuy-walmart-twitter-
     black-
     friday?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:%20cl
     ickz%20ClickZ%20-%20News
   – People: People I read and pay attention to and have actually had a beverage with
• Sources
   – Sources
       • Klout
       • Peer Index
       • Twitter
   – Data & Time
       • 12.12.2010 from 8:00 am – 11:15 am
90
            Branded Networks
80

70

60

50
                                                                        Klout
40
                                                                        Peer Index
30

20

10

0
     Best Buy   Target       Wal-mart Home Depot              Staples
                                  Klout        Peer Index
                Best Buy                  71             63
                Target                    77             36
                Wal-mart                  65             32
                Home Depot                64             40
                Staples                   72             50
Personal Networks
90
80
70
60
50
40
30
20                                                    Klout
10
 0                                                    Peer Index




                          Klout        Peer Index
     Amber Naslund                69             63
     Terry Starbucker             59             54
     Shashi Bellamkonda           73             74
     Chris Heuer                  57             62
     Liz Strauss                  80             67
Accounts Analyzed
              Network Sizing
Twitter ID         Followers
Brands
 @target                        58,170
 @homedepotdeals                47,457
 @staplestweets                 96,597
 @walmartspecials               97,966
 @BestBuy                      115,852
             Average            83,208
People
 @ambercadabra                  36,807
 @chrisheuer                    14,170
 @starbucker                    14,880
 @lizstrauss                    63,363
 @shashib                       12,280
             Average            27,565
Photo Credits
• http://www.flickr.com/photos/sergedegracia/4502807
  681/sizes/l/in/photostream/
• http://www.flickr.com/photos/valadez/5046696206/siz
  es/l/in/photostream/
• http://www.flickr.com/photos/quinnanya/5063718415
  /sizes/l/in/photostream/
• http://www.flickr.com/photos/pvk/58684954/sizes/l/in
  /photostream/
• http://www.flickr.com/photos/binkybink/2334144082/
  sizes/l/in/photostream/
• http://www.flickr.com/photos/wallyg/3091337352/size
  s/l/in/photostream/

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Social Capital Death Match

  • 1. Social Capital Death Match People vs. Brands
  • 2. In this corner, retail brands from communities everywhere… The Brands
  • 3. In this corner hailing from all over the place.. The People
  • 4. 1% Annual Contribution to GNP Perceivable Fraction Brands People
  • 5. Marketing Budgets People Brands .
  • 6. … 3 Round Bout… The Judges
  • 7. ROUND 1 Who has the Biggest Average Audience?
  • 8. Brands Brands People VS. 83,208 27,565
  • 9. ROUND 2 On Average Most Influential?
  • 10. People Brand People VS. 57 69
  • 11. ROUND 3 Who’s More Real According to Peer Index’s “Real” meter?
  • 12. People Brands People VS. 56 81
  • 13. …and the people have won… …by decision 2 to 1…
  • 16. Methodology • Not so random sample – Minimum Requirements for inclusion • twitter.grader.com ranking of 100 – Retailers: #BlackFriday participation on Twitter as confirmed in this article: http://www.clickz.com/clickz/news/1928843/retailers-bestbuy-walmart-twitter- black- friday?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:%20cl ickz%20ClickZ%20-%20News – People: People I read and pay attention to and have actually had a beverage with • Sources – Sources • Klout • Peer Index • Twitter – Data & Time • 12.12.2010 from 8:00 am – 11:15 am
  • 17. 90 Branded Networks 80 70 60 50 Klout 40 Peer Index 30 20 10 0 Best Buy Target Wal-mart Home Depot Staples Klout Peer Index Best Buy 71 63 Target 77 36 Wal-mart 65 32 Home Depot 64 40 Staples 72 50
  • 18. Personal Networks 90 80 70 60 50 40 30 20 Klout 10 0 Peer Index Klout Peer Index Amber Naslund 69 63 Terry Starbucker 59 54 Shashi Bellamkonda 73 74 Chris Heuer 57 62 Liz Strauss 80 67
  • 19. Accounts Analyzed Network Sizing Twitter ID Followers Brands @target 58,170 @homedepotdeals 47,457 @staplestweets 96,597 @walmartspecials 97,966 @BestBuy 115,852 Average 83,208 People @ambercadabra 36,807 @chrisheuer 14,170 @starbucker 14,880 @lizstrauss 63,363 @shashib 12,280 Average 27,565
  • 20. Photo Credits • http://www.flickr.com/photos/sergedegracia/4502807 681/sizes/l/in/photostream/ • http://www.flickr.com/photos/valadez/5046696206/siz es/l/in/photostream/ • http://www.flickr.com/photos/quinnanya/5063718415 /sizes/l/in/photostream/ • http://www.flickr.com/photos/pvk/58684954/sizes/l/in /photostream/ • http://www.flickr.com/photos/binkybink/2334144082/ sizes/l/in/photostream/ • http://www.flickr.com/photos/wallyg/3091337352/size s/l/in/photostream/