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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 Super
Making Honey “ The management and analysis of customer data from social sources, used to activate and recalibrate marketing programs.” – Zach Hofer-Shall Defining Social Intelligence) Social Intelligence
Goal Devise a model that helps quantify social media in a way useful for marketing decision making
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
Three Phases of Social Intelligence Social conversations take place in myriad channels. It’s not just about grabbing Twitter feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. 1.
Social Media Monitoring 304K Mentions in 60-Days
Three Phases of Social Intelligence Collecting data is essential, but it’s only the first step in building value. A real point of differentiation is the ability to convert that into actionable insights. Semantical analysis is part of this, but so is inclusion of multi-channel data. Social conversations take place in myriad channels. It’s not just about grabbing Twitter feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. 1. 2.
Learning Environment Cost Analysis Indices Duration / Intensity Sentiment Volume Syndicated Data
Reach Reach is an important concept for social media analysis because it helps bridge social measures into the parlance of traditional marketing – namely the notion 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. Factor (tied to specific channel) For each mention: Mention Author x
Social Engagement Index (SEI) Estimates the social reach of a brand by taking the count of mentions and factoring based upon the popularity of the author (as described under 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.
Social Sentiment Engagement Index (SSEI) Similar calculation to the SEI, but adds an additional element of sentiment whereby reach score is adjusted positively for a good comment, but negatively for a poor 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. ∑ Mention x Reach x (+/- 1) Average Advertisers x 100
Cost Per Social Impression (CPSM) A commodity that nearly all marketers deal in is impressions. Tracing back to roots in RFM we’ve been schooled on building awareness by efficiently generating 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. Brand Social Reach Media Spend
Longevity Index Decay is another important factor for brand advertising. Stated more simply, this refers to the declining effect a given ad has moving forward in time after its 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. ∑ Brand Mentions Game Game + 30 Average Mentions Game Game + 30
Three Phases of Social Intelligence Collecting data is essential, but it’s only the first step in building value. A real point of differentiation is the ability to convert that into actionable insights. Semantical analysis is part of this, but so is inclusion of multi-channel data. Social conversations take place in myriad channels. It’s not just about grabbing Twitter feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. 3. The greatest insight in the world is not valuable if it is not available to the right hands. A key ingredient to making social intelligence impactful on marketers is the isolation and elevation of key points. RESENT 1. 2.
Brand Scoreboards CPSM Lists out brand spend, and their cost per social impression. Social Reach Shows the raw estimated eye balls reached by mentions and ranks versus other advertisers. SEI / SSEI Combined, tabular listing of all brands scores with specific brand called out with view finder. Coach’s Corner Breakdown the measures and what they mean to your business with our own in-house coach Percy. Rank Highlights the brands relative positioning on the social sentiment engagement index. Frequency Of all the relevant conversations monitors how many pertained to specific brand. Theme Cloud The classic tag cloud where the size of the word indicates frequency of relative mentions. Comparative Reach Breaks down the audience by their social engagement versus peers, and versus brand average.
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
Questions About the Data? Please contact one of the experts: Marcus Tewksbury Director, Customer Intelligence, Alterian [email_address] +1 312 884 5330 www.twitter.com/tewksbum Scott Briggs Director, Business Solutions, Alterian [email_address] +1 312 884 5236 www.twitter.com/scott_briggs