Want to know who won Black Friday in social? In this webinar, we looked at how the social campaigns from 15 of the world's biggest brands performed, as we take a Big Data look across Walmart, Best Buy, Radio Shack, Kohl's, Target, JCPenney, Bass Pro Shops, Dick's Sporing Goods, Amazon, Macy's, Sports Authority, and Kmart. You'll learn: • Which Black Friday retailers received the most earned media exposure from social sharing. • Which brands had the "loudest" conversation in social. • Which brands had the largest share of social conversations during the holiday. Dachis Group speakers include: Liz Courtney (@partyliz), Brian Kotlyar (@bkotlyar), Ray Renteria (@RayRenteria) and Doug Kern (@doug_kern)

1. Webinar: Black Friday Social Winners & Losers
Tue Nov 27, 2012
® 2012 Dachis Group. Confidential and Proprietary
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2. Speakers
Liz Schroeter Courtney has liz.courtney@dachisgroup.com
worked on social business
campaigns for dozens of @partyliz
Fortune 500 brands.
Brian Kotlyar works with brian.kotlyar@dachisgroup.com
global brands on social
business strategy and runs the @bkotlyar
Dachis Group blog.
Ray Renteria is Dachis ray.renteria@dachisgroup.com
Group’s big data scientist,
leading the software team that @rayrenteria
builds our social analytics
applications.
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3. Who are big winners (and losers)
in social marketing during
Black Friday?
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4. Our Approach
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5. Step 1: Select 15 Retailer Brands
® 2012 Dachis Group. Confidential and Proprietary 5

6. Step 2: Isolate Social Campaign Data
Realtime analysis of engagement between 30,000 Brands and their audiences on
global social platforms.
Social Business Intelligence Platform
® 2012 Dachis Group. Confidential and Proprietary 6

7. Step 3: Run Real-Time Campaign Reports
measurement and optimization advocacy
Social Business Intelligence Platform
® 2012 Dachis Group. Confidential and Proprietary 7

8. Top 4 Findings
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9. 1 Walmart Saturates its Audience
69% share of Black Friday Big Box Retail social conversation.
Share&of&Voice&(%)&
Good news,
bad news.
15%$
Walmart was #1 in Walmart$
Black Friday
conversation, with the 5%$ Target$
most brand signals
and the highest 5%$ Macy's$
amplification by
advocates.
4%$ Kohl's$
They also had the 3%$ JC$Penney$
most negative 2%$
signals of all the Kmart$
major retailers we 69%$
were tracking. Sears$Stores$
® 2012 Dachis Group. Confidential and Proprietary 9

10. 1 Walmart Saturates its Audience
Walmart generated 211 million Black Friday related impressions
across 82 brand social accounts, nearly doubling the brand’s total
social conversations.
High%Engagement%Impressions%Per%Day%
50,000,000"
Walmart was well-prepared Black Friday
for Black Friday having
invested in growing their 40,000,000"
social fan base to over
30M, doubling the
frequency of their social
content publishing during 30,000,000"
the week, and arming their
communities with
managers to quickly
20,000,000"
respond to any questions
and comments from
customers.
10,000,000"
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11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12"
Walmart" 10,285,581" 10,776,209" 12,444,925" 23,790,200" 31,811,303" 25,786,042" 44,228,645" 33,975,585" 14,472,656" 10,332,892"
Par5cipant" 13,179" 16,790" 26,490" 49,924" 117,512" 124,839" 260,527" 661,647" 338,518" 179,335"
® 2012 Dachis Group. Confidential and Proprietary 10

11. 1 Walmart Saturates its Audience
Walmart also had the highest share of negative conversations.
Walmart led the way in % of Conversation that was Negative
negative conversations, a
result of backlash of 30%#
shoppers angry about the
store’s labor practices and
the bad behavior of 25%#
shoppers.
20%#
15%#
10%#
5%#
0%#
Walmart# Kmart# Target# Kohl's# JC# Macy's# Sears#
Penney# Stores#
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12. 1 Walmart Saturates its Audience
Widespread digital protests disrupted Walmart’s carefully laid plans.
Walmart used their scale to
combat the backlash from
shoppers angry about the
store’s labor practices and
the bad behavior of Black
Friday shoppers.
Customers on social media
took over Facebook
comments and Walmart’s
own Twitter hashtags with
protests against the brand.
The #blackfriday hashtag
was in 20.6% of Walmart
tweets, while the
#walmartstrikers hashtag
was in 20.57%.
® 2012 Dachis Group. Confidential and Proprietary 12

13. 1 Walmart Saturates its Audience
Walmart’s enormous social reach drew millions of likes.
While these user-generated
messages added up to a
formidable 1.6M
impressions, it was still
nothing compared to the
reach of the brand’s own
social content.
® 2012 Dachis Group. Confidential and Proprietary 13

14. 2 Amazon Benefits From High Advocacy
214% Amplification Rate, Highest of all the Black Friday Retailers.
High%Engagement%Impressions%Per%Day%
Amazon saw +214.67% 80,000"
amplification for its owned
social content, which Black Friday
mostly played on the luxury
of skipping Black Friday 60,000"
crowds to shop from the
comfort of home on
Amazon.com.
40,000"
20,000"
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11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12"
Amazon" 2,820" 21,325" 42" 17,201" 6,682" 6,543" 5,048" 15,318" 9,781" 22,736"
Par6cipant" 300" 36,512" 15,457" 21,103" 18,408" 20,041" 10,988" 43,809" 18,224" 48,092"
® 2012 Dachis Group. Confidential and Proprietary 14

15. 2 Amazon Benefits From High Advocacy
Amazon highlighted the benefits of the shopping experience.
A brand not known for
flashy social media efforts,
Amazon still earned the
biggest amplification for
its social content simply by
playing up their appeal as
the antidote to Black Friday
brick-and-mortar shopping
madness.
Amazon traditionally gets a
lot of mentions on Twitter
because of the built-in
social sharing features on
the site and self-promotion
by Marketplace retailers.
But this year the Twitter
conversation was less
about product and more
about the shopping
experience. A shift towards
deeper engagement for the
brand.
® 2012 Dachis Group. Confidential and Proprietary 15

16. 3 Kohl’s Followed Up, Asks “How’d it go?”
Kohl’s follow-up tactics drive high engagement.
Kohl’s sees the most High Engagement Actions / Day
customer engagement on
1200"
its Facebook page,
compared to Twitter. Black Friday
The typical Kohl’s shopper 1000"
is very coupon savvy and
deals-focused. Facebook"
Kohl’s worked these facts 800"
to their advantage using Twi7er"
Facebook as a place to
allow their customers to 600"
brag and celebrate the
deals they scored at Kohl’s.
400"
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17. 4 Toys R Us Had the Largest Brand Impact
Toys R Us owned 42% of the conversation among toys & electronics
retailers... but it wasn’t all positive.
Black Friday’s campaign impact to brand performance
A lot of the conversation 450"
from shoppers on Toys R
Us’ social channels went 400"
negative, driven by
complaints around long
Brand Impact Score
waits, out of stock toys, 350"
and high prices.
300"
There were also many
negative comments around 250"
how the store opened
Thanksgiving night - taking 200"
time away from families.
Much of the positive 150"
conversation stemmed
from excitement around 100"
individual products (such
as the Wii U). So while the 50"
brand took the lion's share
of the conversation, much 0"
of it was negative.
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® 2012 Dachis Group. Confidential and Proprietary 17

18. 4 Toys R Us Had the Largest Brand Impact
Toys R US combated negativity with charity and @Shaq.
As a contrast to the
negative commentary from
shoppers, Toys R Us
partnered with NBA (and
Twitter) superstar @Shaq,
encouraging followers to
Give Back with Shaq to
benefit kits impacted by
Hurricane Sandy and
donate to Toys for Tots.
® 2012 Dachis Group. Confidential and Proprietary 18

19. Summary
1 Walmart Saturates its Audience
2 Amazon Benefits From High Advocacy
3 Kohl’s Followed Up, Asks “How’d it go?”
4 Toys R Us Had the Largest Brand Impact
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20. Q&A
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21. Learn More
Sign up for a 1:1 Tour Stay in touch
liz.courtney@dachisgroup.com
http://social.dachisgroup.com/tour
@partyliz
brian.kotlyar@dachisgroup.com
@bkotlyar
ray.renteria@dachisgroup.com
@rayrenteria
http://dachisgroup.com
http://socialbusinessindex.com
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