The document analyzes social media data from the 2011 Super Bowl to evaluate the effectiveness of advertiser's social strategies. It found that (1) conversations about some ads had reach of over 100 million people, far more than the TV audience; (2) Volkswagen and Chrysler generated the most positive engagement both during and after the game due to their compelling ads and social media use; (3) brands that used social media strategically before and after the game were able to significantly extend the lifespan of their campaigns. The analysis demonstrates how social media can help quantify and maximize the impact of big marketing events like the Super Bowl.
This report presents the findings of media analysis of coverage between 6 and 14 October 2011. This period covers the date immediately before the announcement of the Malaysian 2012 Budget (7 October), up until a week after this announcement.
Social Listening: What's Your Social IQ?TrafficPRM
Elise Connors' session from St. Louis Product Camp (#pcstl).
Learn more about TrafficPRM's approach to social listening and social intelligence here: http://traffic-prm.com/social-intelligence/.
Using Social Intelligence for Business Decision Making - A Masterclass Presen...Sysomos
Social media has become table stakes for any brand these days, but how can you move beyond just monitoring and responding to using social intelligence to make smart business decisions?
This presentation will explore this topic and show you examples of how some companies are already doing this.
This report presents the findings of media analysis of coverage between 6 and 14 October 2011. This period covers the date immediately before the announcement of the Malaysian 2012 Budget (7 October), up until a week after this announcement.
Social Listening: What's Your Social IQ?TrafficPRM
Elise Connors' session from St. Louis Product Camp (#pcstl).
Learn more about TrafficPRM's approach to social listening and social intelligence here: http://traffic-prm.com/social-intelligence/.
Using Social Intelligence for Business Decision Making - A Masterclass Presen...Sysomos
Social media has become table stakes for any brand these days, but how can you move beyond just monitoring and responding to using social intelligence to make smart business decisions?
This presentation will explore this topic and show you examples of how some companies are already doing this.
Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Mi...Laura Edell
Social Media and Business Intelligence converge to yield an amazingly rich content source for driving all types of business, not just media companies. The key is to understand your web traffic and how to report using tools to do so without causing major headaches or heavy analytical lifting.
The Swarm Intelligence: social construction models of knowledge. Digital libr...Karim Ben Hamida
The paper aims to explore the concept of ‘swarm intelligence’ and its application to the emerging KO models on the web. Furthermore it focuses on key issues about Digital Libraries as regards KO in the digital age and goes deeper into social and epistemological aspects of opposite information classification systems.Approaching topics with a cross-domain point of view, (philosophy of language, sociology of culture and KO).
What do we mean by Smarter? The presentation argues that the "smartness" of "smart systems" is not just a product of technology, but that systems can be smart by engaging people and providing a means of integrating their knowledge and expertise. Provides an array of examples, and a close look at Cyclopath, a geowiki that supports the finding of bike-friendly routes around a city.
Leveraging Social Intelligence for B2B Sales TeamsInsideView
What are the fundamentals of sales? Time is money, you must use technology to be more effective. With customers looking for help on social networks more than ever, social intelligence has the ability to drive more revenue. Delivered by Koka Sexton.
Social Media Marketing Trends - Social Intelligence Report 2014SBR-Technologies
No one could deny the role of social media to reach out potential consumers. Take a look at the industry report which has been created based on social media marketing trends in 2014. It has been crafted after an in-depth analysis of how different established brands have reinforced their presence in the industry utilizing the social media platforms. It will also offer you a detailed view about the performance of different social networking sites in 2014 Get to know about the social networking site gaining more impetus for brand promotion in recent time.
Hope this visually appealing presentation will delight you. We would love to know your feedback about our presentation. You can also share with us your social media campaign experience in 2014.
Putting Social Intelligence To Work (from #SMWLA)Sysomos
In this presentation, we discuss the theories of social intelligence, its value to brands online. We then quickly jump in to practical use cases for you to put to use in your workplace.
Social Intelligence in the Age of Infobesity - A Verifeed White PaperMelinda Wittstock
Think about what makes information valuable to you, your brand or business. If you want to improve your bottom line you need access to data that is trustworthy, accurate, and from credible sources. It also needs to be relevant, contextual, and timely – you also want to be able to access it before anyone else so you can act faster and more confidently than your competitors.
If your brand or businesses is not harnessing social media to gain insights into customer preferences, motivations and behaviors you’re ignoring a goldmine of information. Did you know that 97% of relevant social posts are missed by most marketers?
This White Paper by Verifeed CEO and Founder Melinda Wittstock tells you how to leverage billions of social conversations and find a clear signal in all the noise of trusted social intelligence.
An excerpt: "Top brands and many businesses have gotten good at pushing out their messages on social networks...Now there’s an added imperative to pull in social data to provide valuable insights into how a campaign, product or price point is being perceived, what people think about a brand (or a competitor’s brand), or events and developments people are talking about that may impact sales, improve a marketing campaign, or effect a product. Social data can also help identify the people who may be interested in purchasing a new product or service, or may influence others’ purchasing habits. It can also drive consumer loyalty and viral ‘word of mouth’ through the development of deeper personal, authentic relationships with targeted consumers. The companies doing it best integrate social data in a ‘push’ and ‘pull’ strategy across all marketing channels with a ‘customer-first’ ethic it becomes that necessitates combining real-time engagement, content creation, data management, and real time actionable analytics."
But how trustworthy is the data? And how can accuracy be assured in real time? What are the limitations and promises of sentiment, natural language processing and other algorithmic solutions? And why does it all come down to trust?
Read the White Paper on Slideshare or download directly from www.verifeed.com. We'd like to help you so get the demo. Thank you
Raising Your Social Media IQ - A WorkshopSonny Cohen
Social Media workshop for state representatives and senators at the Council of State Government Midwestern Legislative Conference. Presents a framework for thinking about social media as well as detailed guidance for tactical posting, sharing and engaging with social content.
Download and view is recommended.
The Social Intelligence Report by Adobe Digital Index for Q4 2013 makes it clear that marketers who didn’t advertise on social networks during the holiday season missed out on high-quality traffic and click-through rates (CTRs) from social ads.
That said, it’s imperative to analyze and optimize each campaign to determine which ad-purchasing method is the most efficient.
Social Intelligence by Bill Baker, CTO, Visible Technologies (former GM of Mi...Laura Edell
Social Media and Business Intelligence converge to yield an amazingly rich content source for driving all types of business, not just media companies. The key is to understand your web traffic and how to report using tools to do so without causing major headaches or heavy analytical lifting.
The Swarm Intelligence: social construction models of knowledge. Digital libr...Karim Ben Hamida
The paper aims to explore the concept of ‘swarm intelligence’ and its application to the emerging KO models on the web. Furthermore it focuses on key issues about Digital Libraries as regards KO in the digital age and goes deeper into social and epistemological aspects of opposite information classification systems.Approaching topics with a cross-domain point of view, (philosophy of language, sociology of culture and KO).
What do we mean by Smarter? The presentation argues that the "smartness" of "smart systems" is not just a product of technology, but that systems can be smart by engaging people and providing a means of integrating their knowledge and expertise. Provides an array of examples, and a close look at Cyclopath, a geowiki that supports the finding of bike-friendly routes around a city.
Leveraging Social Intelligence for B2B Sales TeamsInsideView
What are the fundamentals of sales? Time is money, you must use technology to be more effective. With customers looking for help on social networks more than ever, social intelligence has the ability to drive more revenue. Delivered by Koka Sexton.
Social Media Marketing Trends - Social Intelligence Report 2014SBR-Technologies
No one could deny the role of social media to reach out potential consumers. Take a look at the industry report which has been created based on social media marketing trends in 2014. It has been crafted after an in-depth analysis of how different established brands have reinforced their presence in the industry utilizing the social media platforms. It will also offer you a detailed view about the performance of different social networking sites in 2014 Get to know about the social networking site gaining more impetus for brand promotion in recent time.
Hope this visually appealing presentation will delight you. We would love to know your feedback about our presentation. You can also share with us your social media campaign experience in 2014.
Putting Social Intelligence To Work (from #SMWLA)Sysomos
In this presentation, we discuss the theories of social intelligence, its value to brands online. We then quickly jump in to practical use cases for you to put to use in your workplace.
Social Intelligence in the Age of Infobesity - A Verifeed White PaperMelinda Wittstock
Think about what makes information valuable to you, your brand or business. If you want to improve your bottom line you need access to data that is trustworthy, accurate, and from credible sources. It also needs to be relevant, contextual, and timely – you also want to be able to access it before anyone else so you can act faster and more confidently than your competitors.
If your brand or businesses is not harnessing social media to gain insights into customer preferences, motivations and behaviors you’re ignoring a goldmine of information. Did you know that 97% of relevant social posts are missed by most marketers?
This White Paper by Verifeed CEO and Founder Melinda Wittstock tells you how to leverage billions of social conversations and find a clear signal in all the noise of trusted social intelligence.
An excerpt: "Top brands and many businesses have gotten good at pushing out their messages on social networks...Now there’s an added imperative to pull in social data to provide valuable insights into how a campaign, product or price point is being perceived, what people think about a brand (or a competitor’s brand), or events and developments people are talking about that may impact sales, improve a marketing campaign, or effect a product. Social data can also help identify the people who may be interested in purchasing a new product or service, or may influence others’ purchasing habits. It can also drive consumer loyalty and viral ‘word of mouth’ through the development of deeper personal, authentic relationships with targeted consumers. The companies doing it best integrate social data in a ‘push’ and ‘pull’ strategy across all marketing channels with a ‘customer-first’ ethic it becomes that necessitates combining real-time engagement, content creation, data management, and real time actionable analytics."
But how trustworthy is the data? And how can accuracy be assured in real time? What are the limitations and promises of sentiment, natural language processing and other algorithmic solutions? And why does it all come down to trust?
Read the White Paper on Slideshare or download directly from www.verifeed.com. We'd like to help you so get the demo. Thank you
Raising Your Social Media IQ - A WorkshopSonny Cohen
Social Media workshop for state representatives and senators at the Council of State Government Midwestern Legislative Conference. Presents a framework for thinking about social media as well as detailed guidance for tactical posting, sharing and engaging with social content.
Download and view is recommended.
The Social Intelligence Report by Adobe Digital Index for Q4 2013 makes it clear that marketers who didn’t advertise on social networks during the holiday season missed out on high-quality traffic and click-through rates (CTRs) from social ads.
That said, it’s imperative to analyze and optimize each campaign to determine which ad-purchasing method is the most efficient.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Improved Speed + Accuracy for Research with Datasift DemographicsDataSift
Social media is a treasure trove of market research data that is largely untapped. These social interactions come with rich metadata that can not only tell you what people say, but who is saying it and from where.
In this webinar, we'll be discussing what data is publicly available, the research that has already been done using both historical and real-time, and how you can get started with social data for your own market research.
To discuss your specific use cases for demographic social data, contact us today:
http://datasift.com/contact-us/
Social Listening and Intelligence is Predictive! Now What?Rob Key
new approaches to filtering and annotating social listening data, together with more advanced modeling, shows clearly that this data has predictive value -- if done correctly. This presentation reviews key data issues and was presented at the Advertising Research Foundation's 2015 Rethink Conference.
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
In this webinar Julie Cleeland Nicholls, Adobe’s Director of Communications, Asia-Pacific, shares her recipe for success in managing and executing Adobe’s social media strategies.
This is a unique opportunity to uncover key tricks and tools from the corporate sector to help you improve your organisation’s not for profit social media presence.
To view the recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past
Learning From Listening - Utilizing Social Media MonitoringAlterian
The emergence of digital channels and internet-based social media has created a new world of communications. In order to stay ahead of your competition understanding these conversations and engaging within them is key to marketing success. This presentation goes through how to utilize Social Media Monitoring as market research to further engage your prospects and customers.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
PR News Digital Summit: Measuring ROI + KPIs for Digital PRTim Marklein
Presentation on "Measuring ROI + KPIs for Your Digital PR Efforts" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented as part of panel session October 7, 2010 at the PR News Digital Next Practices Summit in New York City.
Summary of Social Media offer from E2E Research highlighting the LEI process of listening, engaging and interpreting.
Tradtional social media research is listening only, here they directly engage with participants to help organisation understand market drivers and insights.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
Similar to Social Intelligence and Super Bowl 2011 (20)
The Fail Trail: Analyzing the impact of a PR CrisisAlterian
What happens to a brand’s reputation when they face a PR nightmare that plays out on social media?
Alterian analyzed three case studies -Nestle, United Airlines and Dominos - to measure the effect a crisis has on a brand. How severe was the public’s reaction? How long did it take for the brand’s reputation to return to their pre-crisis average? How varied was the impact for each of these slightly different cases? Does the way a brand responds impact the severity of the crisis?
Check out our analysis of what happens when a PR nightmare strikes.
Part 4 of the bemoko/Alterian "Lifting the Lid on Mobile Marketing" series - this installment focuses on the integration of mobile marketing and social media
The Future of Customer Engagement - Rusty WarnerAlterian
Campaign execution is dead, customer engagement is alive!
These slides guide you through the success stories and pitfalls of accomplishing true customer engagement with a well defined customer data & analytics strategy.
Particular areas covered are:
• Where is marketing headed?
• How do we get there?
• Who is doing it right?
• What if you get it wrong?
• How do you measure success?
Authored by David Daniels, The Relevancy Group
With all the channels and marketing messaging vying for the customer's attention it is becoming harder for marketers to not only remedy the consumer attention deficit order but also find meaningful ways to drive customer acquisition. This first eBook in a series on how to Create Engaging Email, will leverage The Relevancy Group's Connected Marketing Framework to provide proven tactics on how to drive subscriber acquisition.
This eBook will expose marketers to cutting edge strategies on how to connect web analytics intelligence, social media and mobile marketing opportunities to exceed acquisition goals.
Social Media Report Cards: Measuring Brand EngagementAlterian
Any brand that is active online can tell you that managing a social presence isn’t easy, but some companies are leading the way in their industry; maintaining closer connections with their customers, solving customer service issues quickly and amplifying their marketing efforts. Alterian analyzed 12 brands in 6 industries to determine which brands are the most engaged with their customers on social media.
Our analysis included a head-to-head comparison of the following brands:
• Time Warner Cable
• Comcast Cable
• Bank of America
• Citi
• Delta Airlines
• American Airlines
• ATT Wireless
• Verizon Wireless
• Microsoft Xbox
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• Dell
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10 Reasons Why You Need a Chief Marketing Technology Officer(CMTO)Alterian
Change creates opportunities , and technology speeds change . While Finance is driven by spreadsheets, Marketing is now driven by emerging technologies. Creativity and building an emotional brand connection are still the hallmarks of success, but a lack of technology mastery will hamstring your message.
In this webinar, Marcus Tewksbury , VP, Strategy and Consulting at Experian and Scott Brinker , CTO at ion interactive will map the marketing technology landscape and describe 10 scenarios where having a CMTO could make all the difference to your marketing.
What You Will Learn:
-An overview of the marketing technology landscape
-How to build a business case for the CMTO
-How to create a sample job description for this role CMTO
-A reference guide to all the terms, acronyms, and listing of vendors
At the Merkle CRM Executive Summit one of the many themes that was shared with other presenters was the shift that marketers have to make as our consumers become more empowered and in control. There were many discussions at the conference around terms like engagement and relevance and many presenters talked about the need for measurement and metrics in this new era of marketing.
Summer Blockbusters Sizing up the Hottest Movies of the SeasonAlterian
Spring has sprung and we are finally seeing the sun again. But even as we turn our attention outdoors, another highly anticipated sign of summer is emerging -The return of Summer Blockbuster season! This year promises to bring plenty of action and thrills to the theater, but will it be enough to entice movie-goers?
Alterian analyzed the conversations happening online to determine the most highly anticipated Summer Blockbusters. Will the big buzz equal box office returns? Watch this Alterian webinar and find out!
Our Analysis for the first webinar covered May and June Movie releases including:
• Thor
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• Kung Fu Panda 2
• Hangover 2
• Cars 2
• Fast Five
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• X-Men: First Class
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Social Media Analysis - NFL Lockout will the Fans StayAlterian
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In today’s highly competitive online world, simply rehashing offline copy or existing collateral for your website doesn't cut it. When visitors come to your website, you have a very small window to engage them before they click away.
Making your website look pretty can grab your visitor’s attention, but that attention is fleeting. What keeps them engaged is content that is relevant to them. On this webinar, you will learn how to use web content targeting to connect with your customers and drive business.
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This presentation shows the power of social media and it's ability to find an untapped audience of brand advocates.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
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3. Making Honey
Social Intelligence
“The management and analysis of customer
data from social sources, used to activate
and recalibrate marketing programs.”
– Zach Hofer-Shall Defining Social Intelligence)
4. Looking Beyond the 30 Second Spot
Devise a model that helps
quantify social media in a
way that is useful for
marketing decision making
5. Super Reach
The Super Bowl has become an iconic symbol of the power of the 30 second
spot. 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.
• 111M (US) Viewers – Highest Rated Super Bowl Ever
• ~$250M spent on the media purchase alone
• 70+ in-game spots spread across 27 pods
• Average paid per spot $3M
• 20 Brands purchased more than 30 seconds of commercial time
6. Looking Beyond the 30 Second Spot
The Questions for All Brands:
• Was the Investment Worthwhile?
• Can we Quantify the Results?
• How do we Compare to other Advertisers?
• What was the Longevity of the Spot?
The Question for us to Explore:
• Can we use Social Media to Help Answer
Those Questions?
8. Methodology - Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It‟s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
9. Listening - Collecting the right data
• Collected conversations
related to the Super Bowl
and advertising
• Searched for results
related to the topic, not
the Brands
Conversations Taxonomy of • Collected 433,531
about the Advertising conversations (~40%
Super Bowl Terms increase from 2010)
• Human analysis to
remove „bad‟ results and
domains
433,531 Total Conversations
10. Listening - Collecting the right data
• Two Step Process
Conversations • Only after collecting “on-
about the topic” conversations do
Super Bowl we attribute to the brand
• Consistent approach for
all brands
• Avoids the problem of
Taxonomy some brands having
of more „organic‟ mentions
35 Brands
Advertising • Use Category Rules to
Terms automate the process
• Collected 241,318 Brand
Conversations (~55%
increase from 2010)
241,318 Brand Conversations
11. Listening - Three Time Periods
Time Period Dates Days Results
Pregame Dec. 1 – 67 141,142
Feb. 5
Gameday Feb. 6 & 2 200,636
Feb. 7
Postgame Feb. 8 – 27 91,735
Mar. 6
46% of
Conversations
were on
Gameday
12. Listening – Sentiment Analysis Approach
A key component of Social Media Monitoring is Sentiment Analysis.
Sentiment Analysis has many well-documented challenges. When performing
a comparative analysis like Buzz Bowl those challenges are magnified. For
that reason, we employed a hybrid approach of automated and manual
analysis for improved accuracy.
1. Using SM2‟s automated analysis we rated every result for
sentiment
2. We selected a random set of posts for each brand to evaluate the
sentiment manually
3. We created a list of words that either needed to be removed or
added to the standard sentiment dictionary
4. We made 29 adjustments to the positive and negative dictionaries
5. Executed the sentiment analysis again with the edited dictionaries
13. Methodology - Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It‟s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
Collecting data is essential, but it‟s only the first
step in building value. A real point of
2. differentiation is the ability to convert that into
actionable insights. Semantical analysis is part
of this, but so is inclusion of multi-channel data.
14. Learning Environment
Cost Analysis
Indices
Sentiment
Duration / Intensity
Syndicated Data
Volume
15. Metric 1 - Reach
Reach is an important concept for social For each mention:
media analysis because it helps bridge
social measures into the parlance of Mention Author x Factor
traditional marketing measurement. (tied to specific channel)
To calculate this, we analyze each result
whereby for a given author, in a given
channel we attribute how many eye balls
potentially saw that mention. We do this
using the SM2 popularity measure which
can translated into potential views. This
accounts for the likes of a Charlie Sheen
having far greater reach than the typical
Joe.
16. Metric 2 - Social Engagement Index (SEI)
Estimates the social reach of a brand by
taking the count of mentions and factoring ∑ Brand Reach
based upon the popularity of the author x 100
(as described under reach). Average Advertisers Reach
Indexing then enables 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.
17. Metric 3 - Social Sentiment Engagement Index (SSEI)
Similar calculation to the SEI, but adds an
additional element of sentiment whereby ∑ Mention x Reach x (+/- 1)
reach score is adjusted positively for a x 100
good comment, but negatively for a poor Average Advertisers
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.
18. Metric 4 - Cost Per Social Impression (CPSI)
A commodity that nearly all marketers deal
in is impressions. Tracing back to roots in Brand Social Reach
RFM we‟ve been schooled on building
awareness by efficiently generating Media Spend
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
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 $.36 per impression beat the
average.
19. Metric 5 - Longevity Index
Decay is another important factor for
brand advertising. Stated more simply, ∑ Brand Mentions Game
Game + 30
this refers to the declining effect a given Game
ad has moving forward in time after its Average Mentions Game + 30
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.
20. Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It‟s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
Collecting data is essential, but it‟s only the first
step in building value. A real point of
2. differentiation is the ability to convert that into
actionable insights. Semantical analysis is part
of this, but so is inclusion of multi-channel data.
The last phase is to turn those standard metrics
into insights that marketers can use. The best
3. insights are not useful if it is not understandable
in the right hands. A key ingredient to making
social intelligence impactful on marketers is the
UNDERSTAND isolation and elevation of key points.
22. Aggregate Reach
• TV Viewership for the
2011 Super Bowl was
estimated at 111 Million
Viewers in the US
• Conversations about
Chrysler had the furthest
Social Reach of 116
Million
• The Average advertiser
had a potential Reach of
20.5 Million
Social Reach shows us that Social Media is large and important channel.
Marketers that can effectively leverage Social Media can significantly expand
the audience.
25. Extending the Connection – Longevity Index
• The long tail concept works well with
Social Media Measurement
• Longevity Index is dominated by the top
3 Brands – all have greater than 100x
average
• 23 Brands had tails below the average
28. The Social Bowl?
"I continued to hear that was the wrong
way to go. But if you want to be part of the
national discussion, you not only have to
be on the Super Bowl, but you have to fully
leverage social media.“ -- VW marketing
chief Tim Ellis
(http://www.usatoday.com/money/advertising/admeter/2011-02-08-admeter08_ST_N.htm)
29. Was it The Social Bowl?
By looking at the data in the 3 distinct time periods we can measure the
impact of the top Brands before, during and after The Super Bowl.
• The Potential Reach data indicate a significant audience in Social
Media
• Many brands leveraged Social Media before and during the game
• VW posted ad on YouTube
• Mercedes “Twitter Fueled Race”
• Audi created a Twitter Hashtag
• Doritos/Pepsi “Crash the Super Bowl” promotion
• Anheuser Busch Facebook Promotion
Did Social Media Extend the Impact of the Advertising?
31. Pregame SSEI
Pregame SSEI shows a
similar pattern – the
top 5 all have a
significant investment
in Social Media.
Indicates a net positive
sentiment for those
brands that leveraged
social media pregame.
32. Gameday SSEI
VW and Chrysler were
most liked on Gameday.
Both had ads that
compelled viewers. VW
leveraged social media,
Chrysler did not.
Groupon saw the
downside of a large reach,
the reaction to their ad
was mostly negative.
Only 2 brands had more
negative than positive
comments on Gameday
33. Postgame SSEI
The conversation
turned negative after
the game. 10 brands
had more negative
than positive
conversations.
2 Brands dominated
the positive
conversations: VW and
Chrysler
34. Which Brands Extended the Conversation?
VW leveraged Social Media and had
compelling creative. VW had greater than
average reach and sentiment before, during
and after the Super Bowl.
35. Chrsyler – Imported from Detroit
Chrysler did not leverage Social Media as
much as some other brands. However a
compelling ad led to greater than average
reach and sentiment during and after the
Super Bowl.
36. Groupon – Ad turns negative
Groupon did not leverage Social Media
before the game. The Groupon ad
garnered mostly negative comments.
Could Groupon have mitigated this with a
pregame Social strategy?
37. Best Buy – What‟s a Beiber
Best Buy – The Justin Beiber
announcement caused a spike in
conversations. But over time the impact
lessened. How could they have extended
the conversation.
38. Motorola – Extending the Conversation
Motorola did not leverage Social Media as
much as other brands. However, the
conversation for Motorola turned positive
during and after the game.
SEI Rank SSEI Rank
Pregame 12 35
Gameday 6 6
Postgame 13 3
39. Summary
• The social channel provides the opportunity for significant mirroring of
media campaigns
• A powerful ad on its own can generate significant buzz
• The combination of both compelling creative and leveraging social media
can expand the reach of mass media
• 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
40. Questions About the Data?
Scott Briggs
Director, Strategic Solutions, Alterian
scott.briggs@alterian.com
+1 312 884 5236
www.twitter.com/scott_briggs