Google had the highest social engagement during the Super Bowl period and on game day based on mentions. Doritos had the most positive sentiment overall and on game day. Twitter was the most used channel. The document discusses various metrics for analyzing brands' social media performance during the Super Bowl including social engagement index, sentiment index, cost per social impression, longevity index, and aggregate reach. It finds that social media can significantly increase awareness of brands and extend the lifespan of advertising campaigns.

1. Analysis of Social Media’s Impact 2010 Alterian SM2 Buzz Bowl Findings Super

5. Memorable Impressions

7. Social Engagement Index (SEI) Estimates the social reach of a brand by taking the count of mentions and factoring based on the popularity of the author (as described under reach). Indexing then enables easy comparison between brands. This is accomplished by dividing a brand’s potential reach by the overall average and finally by multiplying by 100. Thus, any score of less than 100 indicates a brand that scored below the average.

9. 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

11. 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

13. The Long Tail Concept Strength of Tail takes Motorola from 17 th to 12 th overall

14. 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 brand’s media spend and divide it by the ad’s 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

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

16. 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

17. Aggregate Reach Reach 209M Reach 125M Google Super Bowl Advertiser Average Earned Paid Google #1 of 46 in total reach

18. Winners’ Stage – Combination of SEI & SSEI

19. Three Phases of Social Intelligence Social conversations take place in a 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.

20. Social Media Monitoring 304K Mentions in 60-Days

21. 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 a 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.

22. 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 a 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 placed in the right hands. A key ingredient of making social intelligence impactful for marketers is the isolation and elevation of key points. RESENT 1. 2.

23. 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 brand scores with specific brands called out with view finder. Coach’s Corner Breakdown the measures and what they mean to your business with our own in-house coach Piercy. Rank Highlights the brand’s relative positioning on the social sentiment engagement index. Frequency Monitors how many of all relevant conversations pertained to a 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 index versus that of peers, and versus the brand average.

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