Each year the NCAA men’s collegiate basketball tournament captures the attention of the nation. Many companies seek to capitalize on this enthusiasm by advertising to this passionate and loyal audience. In the Networked Insights NCAA Report, learn how one consumer services company overcame the threat of being “locked out” from broadcast advertising during the tournament by analyzing social media data to find alternative ways to reach the same audience. Even better, the company avoided the substantial expense of large TV buys, and still reached its target customers, at a fraction of the price. In this report you will learn how to: * Harness social data to provide insights into audience behaviors. * Make smarter, more cost-effective media investments. * Optimize sequencing between paid media and earned media.

1. NETWORKED
INSIGHTS
Fueling Intelligent Brands

2. Social
Loves
an
Upset
March
Madness
A
Slam
Dunk
Each
year
American
businesses
brace
for
a
productivity
plunge
during
the
NCAA
men’s
collegiate
basketball
tournament
–
by
one
estimate,
a
total
hit
of
$1.2
billion
in
2010.
Without
question,
March
Madness
stirs
the
passion
of
fans
from
coast
to
coast.
Many
companies
seek
to
capitalize
on
this
fervor
by
adhering
to
a
traditional
marketing
approach.
One
consumer
services
company
believed
it
could
dominate
its
category
during
the
three-­‐week
tournament
by
buying
exclusive
advertising
rights
to
TV
broadcasts
of
games.
At
a
cost
of
roughly
$42
million.
This
caused
another
company
in
their
category
to
be
“locked
out”
of
the
NCAA
and
search
for
an
alternative
to
throwing
this
expensive
advertising
blanket
over
the
proceedings.
It
turned
to
Networked
Insights,
which
used
social
media
data
analysis
audience
at
a
fraction
of
the
price.
And
by
doing
so,
the
company
could
avoid
the
substantial
expense
of
large
TV
buys
and
still
reach
its
target
customers.
The
typical
approach
in
this
type
of
situation
is
to
turn
to
online
media
and
buy
it
all
up
–
but
the
problem
is
you
can’t
reach
you
can
with
a
TV
buy.
However,
Networked
Insights
wasn’t
content
with
that
norm
–
by
challenging
the
way
media
buyers
typically
think
about
media,
we
uncovered
one
especially
promising
insight
associated
with
March
Madness
…
the
upset!
Social
media
engagement
around
teams
with
the
biggest
upsets.
© 2011, Networked Insights, Inc.

3. By
combining
social
media
and
search
data
analysis,
we
found
that
out
of
all
the
story
lines
emerging
during
the
tournament,
there’s
nothing
fans
enjoy
and
talk
about
more
than
David
taking
down
Goliath
in
a
real
upset.
To
capitalize
on
this
interest,
the
company
could
develop
Meet
the
Big
Upsets
Audience
content
associated
with
upsets
–
the
creative
possibilities
are
endless
–
and
then
be
ready
to
roll
it
whenever
the
little
Males
(18-­‐54)
guys
triumph.
Household
income
($25K-­‐$150K+)
High
school
graduate
Young
professional
INVESTMENT
SUMMARY YouTube
reaches
5.58M+
sports
fans
daily,
which
makes
up
42.1%
of
sports
fans
online1
Follows
sports
on
TV
and
web
especially
teams
from
his
home
city,
state
and
alma
mater
Connects
with
friends,
shares
highlights,
talks
trash
and
debates
with
fellow
fans
on
social
networking
sites
Fills
out
2-­‐3
March
Madness
tournament
brackets
with
co-­‐workers
and
friends
alike
Might
the
NCAA
tournament
Placement
opportunities
could
include
interstitial
ads
that
appear
when
someone
goes
to
YouTube
looking
for
upset-­‐themed
videos.
Google
search
results
could
include
company-­‐generated
links
that
drive
users
to
company-­‐
Source:
1Nielsen@Plan
Release
Q1
2010.
Base:
sponsored
content.
male
sports
fans
–
men
(18-­‐54),
household
income:
$25K
-­‐
$150K+,
high
school
graduate
Sequencing
became
the
key
to
the
success
of
such
an
approach.
and
watched
sports
TV
programs
in
last
7
days
or
Content
should
be
placed
in
venues
that
enable
it
to
ripple
and
attended
a
sports
event
in
last
30
days
or
recalled
increase
its
social
reach
as
much
as
possible
as
people
pass
Sports
News
in
the
last
30
days.
it
around.
1
http://rivals.yahoo.com/ncaa/basketball/news?slug=dw-amtourney031708 © 2011, Networked Insights, Inc.

4. Networked
Insights’
comparison
of
the
effectiveness
of
a
targeted,
sequenced
media
approach
and
a
traditional
exclusive-­‐rights
approach
revealed
striking
differences.
By
modeling
the
overall
ripple
effect
and
social
reach
of
the
sequenced
approach,
we
proved
that
a
$2
million
paid
media
investment
would
generate
market
awareness
that
far
exceeded
that
produced
by
the
$42
million
spent
on
Viewed
another
way,
more
than
95
percent
traditional
advertising. of
the
$42
million
spent
using
the
traditional
media
approach
was
wasted.
That’s
about
Viewed
another
way,
more
than
95
percent
of
the
$42
$40
million
that
could
have
been
spent
on
other
priorities,
or
taken
to
the
bottom
line
to
million
spent
using
the
traditional
media
approach
was
boost
EPS.
wasted.
That’s
about
$40
million
that
could
have
been
spent
on
other
priorities,
or
taken
to
the
bottom
line
to
boost
EPS.
A
slam
dunk
indeed.
Questions
about
this
report?
Want
a
free
consultation
on
how
social
data
can
improve
your
media
planning
and
other
marketing?
Contact
us.
Email:
info@networkedinsights.com
Web:
www.networkedinsights.com
Phone:
608.237.1867
© 2011, Networked Insights, Inc.