analysis of social media's super impact
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Analysis of Social Media’s Impact2010 Alterian SM2 Buzz Bowl Findings
Published by Marcus Tewksbury, Director, Customer Intelligence, Alterian and Scott Briggs, Director, Business Solutions, Alterian
Agenda
• Motivation• Why the Super Bowl• Results (12/1/09 – 3/1/10)• Methodology
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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
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Goal
Devise a model that helps quantify social media in a way useful for marketing
decision making
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Agenda
• Motivation• Why the Super Bowl• Results (12/1/09 – 3/1/10)• Methodology
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Super Reach
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*until US/Canada Olympic hockey final game
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Memorable Impressions
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Awash in Buzz
SocialMashable, Twitter, Facebook feedback pages
Press:Forbes: Will Pepsi Win The Super Bowl?NBC Report: Super Bowl Ads Build Online BuzzAdvertising Age: Let the Analysis Begin: Weighing in on Super Bowl AdsMashable: Social Media Score Card – How the Super Bowl Advertisers PerformedUSA Today: Focus on the Family got Super Bowl buzz it wantedThe New York Times: An Advocacy Ad Elevates Interest in All the AdsChicago Tribune: Motorola out to raise its game with Super Bowl ad
Over 300K Super Bowl Brand Mentions
Agenda
• Motivation• Why the Super Bowl• Results (12/1/09 – 3/1/10)• Methodology
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Approach
1) Social Engagement Index (SEI): Model audience reach into social space.
Understand how it expands reach.
2) Social Sentiment Index (SSEI): NOT all publicity is good publicity. Extend
basic model to account for sentiment.
3) Cost Per Social Impression (CPSM): Incorporate spend data to gauge the
relative effectiveness of social messaging.
4) Longevity Index: Assess ability of social media to slow rate of decay and
extend engagement.
5) Aggregate Reach: Demonstrate the combined possibility of earned and paid
channels.
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Most Engaged
Final Counts
•304K Mentions
• Google reached ~103.5M
• Top-10 Account for 50%
• 34 (of 46) below average
• Ranks shifted a lot over time
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Multiple Lead Changes Pre-Game
Pre-Game
Game Day
Post Game
Multiple Lead Changes Game Day
Pre-Game
Game Day
Post Game
Multiple Lead Changes Post Game
Pre-Game
Game Day
Post Game
Most Loved
Final Counts
• Sentiment tells different story
• Significantly net positive
• 1/3rd of brands beat average
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Fickle Audience Pre-Game
Pre-Game
Game Day
Post Game
Fickle Audience – Game Day
Pre-Game
Game Day
Post Game
Fickle Audience – Post Game
Pre-Game
Game Day
Post Game
Extending the Connection
• 22 Brands had meaningful tails
• Tail as important as pregame
• Game decided in 4th quarter - Tail propelled some up the ranks
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The Long Tail Concept
Strength of Tail takes Motorola from 17th to 12th overall
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Varying Returns
Best: Focus on Family $.04 Average: $.95 per Worst: Skechers $7.81
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The Value of a Combined Media Approach
Display SearchReach
Extend & Expand Emotional Connection
TV Spend
Paid MediaSocial Earned Media
Possibility
Agenda
• Motivation• Why the Super Bowl• Results (12/1/09 – 3/1/10)• Methodology
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Three Phases of Social Intelligence
1.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.
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304K Mentions in 60-Days
Social Media Monitoring
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Three Phases of Social Intelligence
1.
2.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.
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Cost AnalysisIndices
Duration / IntensitySentiment
Volume
Learning Environment
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.
For each mention:
Mention Author x Factor(tied to specific channel)
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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.
∑ Brand Reach
Average Advertisers Reachx 100
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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 Advertisersx 100
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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
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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
Average Mentions GameGame + 30
GameGame + 30
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Three Phases of Social Intelligence
1.
2.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
Brand Scoreboards
CPSMLists out brand spend, and their cost per social impression.
Social ReachShows the raw estimated eye balls reached by mentions and ranks versus other advertisers.
SEI / SSEICombined, tabular listing of all brands scores with specific brand called out with view finder.
Coach’s CornerBreakdown the measures and what they mean to your business with our own in-house coach Percy.
RankHighlights the brands relative positioning on the social sentiment engagement index.
FrequencyOf all the relevant conversations monitors how many pertained to specific brand.
Theme CloudThe classic tag cloud where the size of the word indicates frequency of relative mentions.
Comparative ReachBreaks down the audience by their social engagement versus peers, and versus brand average.
Summary
• 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
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Questions About the Data?
Please contact one of the experts:
Marcus TewksburyDirector, Customer Intelligence, Alterianmarcus.tewksbury@alterian.com+1 312 884 5330www.twitter.com/tewksbum
Scott BriggsDirector, Business Solutions, Alterianscott.briggs@alterian.com+1 312 884 5236www.twitter.com/scott_briggs
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Thank YouPhone: 312-704-1700Fax: 312-704-1701Email: sales@alterian.comTwitter: @AlterianYouTube: http://www.youtube.com/user/EngagingTimesLiveuStream: http://www.ustream.tv/channel/alterian-s-engaging-times-liveLinkedIn: http://www.linkedin.com/groups?gid=1823072SlideShare: http://www.slideshare.net/AlterianiTunes: Alterian Leadership SeriesBlogs: www.EngagingTimes.com
www.TheMarketingMojo.comwww.PersuasiveContent.comwww.ConnieBensen.com
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