mindshare weekly report 24 jan 2011
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In my last post, I suggested that Groupon would be 2011′s Twitter, by which I meant that it would start attracting more and more media attention, as well as big brand dollars. And I stand by that.
However, if you’re a frequent reader of Techcrunch or many of the other big tech-blogs, particularly those based near, and part of the West Coast tech-scene, you might think that another site is set to dominate the coming 12 months.
Social question site Quora is receiving the sort of attention that Foursquare was getting 12 months ago, or Twitter a year or two before that. Barely a day goes by on Techcrunch without an article featuring Quora (to the extent that many readers are now commenting that they’re already bored of reading about it), and since signing up to the site, my inbox has been flooded with notifications of people who are now following me.
Heck, even Robert Scoble is now following me (I have no idea why), and when Scoble gets on board, you know there’s a new fad in town.
So how much of this is hype, and what should marketers do about? In each case, I’ve tried to find an answer on Quora, so that you can compare it with my own.
Ciaran has a monthly column on Search Engine Land
Continue reading this article
This week: From the blog: Quora: 5 questions to askA few words from Ciarán NorrisTop Movies at the cinemaThe latest TV and search information
twitter.com/MindshareIRL
m-insights.blogspot.com
21st January 2011
Find out what it’s like to be in a media agency for the first time...Baby Steps in Media; by Aoife.Read More
Not All Clouds have A Silver Lining; by CiaránRead More
It seems that gaming is a recession-free world.Nerds - Bigger than Hollywood; by RachelRead More
from the blog
5 Questions to Ask before Jumping into QuoraCiarán Norris, Head of Digital
golden globes
paul cezanne
ricky gervais
star signs
fantasy premier league
fantasy football
channel 4
odeon
premier league
tfl 50%
50%
50%
50%
70%
100%
1050%
3700%
3700%
3700%
INSIGHTS & ANALYSISGOOGLE TRENDS
21 JAN 2011
Rising Searches (last 7 days)
14th Jan - 20th Jan 2011
Google This!This week, Paul Cezanne ‘s 172nd birthday beat Edgar Allan Poe to be celebrated by Google on their homepage. If you enjoy reading your horoscope, prepare for your mind to be blown. The news is that all our star signs have had to be readjusted to account for the Earth wobbling. Channel 4 scored a surprise hit this week with My Big Fat Gypsy Wedding. The series is an access-all-areas documentary following four gypsy and traveller brides as they planned their big day. The Premier League and fantasy football have made their usual regular appearances. The biggest story being searched on Google however was Ricky Gervais’ hosting of the Golden Globes. Once more the differences between American and European humour became abundantly clear as Gervais shocked the (easily shockable) audience with some cutting humour. He later stated; “My strategy is to make me laugh. If there's anyone in the world like me, that's a bonus." Sounds like a good strategy for life in general.
Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods.
Breakout!
Rising Arts Searches (last 30 days)
December 22nd - 20th January 2011
channel 131 vampire diariessherlock holmes
olympia theatrepaul cezanne
the field narnia
Ricky GervaisMy Big Fat Gypsy Wedding
Paul Cezanne
Breakout!
Breakout!
alice in wonderland
titanic london theatremauritius
kerry katona
air lingusmichaela
michaela harte
Rising News Searches (last 30 days)
December 22nd - 20th January 2011
michaela mcareavey
liverpool
dublin airport
harte
o21
iphone2
vodafone3
nokia
4 meteor
5
sky
6 mobile
7
skype8
broadband9
twitter10
Top Telecommunications
Google Searches 2010 vs 2009
Rising Entertainment
last 7 days vs. previous 7 days
golden globes 2011
breakout
golden globes
breakout
ricky gervais
+1,450%
rte live
+70% adele
+60%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300
kim kardashian
+40%tagged
+40%
Ciarán Norris, Head of Digital
Carlton Screens are now posting the latest running cinema ads on their website. To check out who is advertising in the movies, visit their website here.
1)What is your role in Mindshare? I'm the Head of Digital. I run the specialist digital department and also aim to educate all of Mindshare's staff & clients on the opportunities that digital marketing offers. I think my most important role is to ensure that digital is thought of as an integral part of any comms plan, rather than a silo that just gets the budget left over when other channels have been finalised.
2)What media developments are you keeping an eye on?
I'm interested in how different technologies and consumer behaviours are converging, such as the rise of social TV (where people use social platforms to discuss TV in real-time); the way that the rise of games consoles aimed at family audiences (Wii, Kinect) and social/casual games (Farmville, Angry Birds) are changing the notion of what constitutes a 'gamer'; and also whether developments such as location based services (Foursquare, Facebook Places) will actually become mainstream. My feeling is no, or at least not in their current form.
3)What's your favorite recent campaign? I think that Mindshare London's award winning work for First Direct was brilliant: simple, brave, and most importantly, effective.
4)To Tweet or not to Tweet? I have been known to tweet on occasion. I joined back in March 2007, but didn't 'get it' for nearly a year. Since then I've become a huge fan, though my own interaction with the service veers from addict to cold turkey.
+6
+2
NEW
-2
-1
fantasy football
+140%
new star signs
paul cezanne
star signs
black swan
michaela mcar...
fantasy football
premier league
myp2p
cao
aerlingus.ie
donedeal
rip.ie
Trending in Dublin this Week
Box Office Weekend
Thanks to Carlton Screens
1. The Green Hornet
€218,758
2. The King’s Speech
€200,953
3. Love and Other Drugs
€144,394
4. Gulliver’s Travels
€133,609
5. Little Fockers
€120,802
6. 127 Hours
€117,642
7. The Next Three Days
€106,484
8. Megamind
€48,875
9. Conviction
€45,129
10.The Way Back
€38,581
-3
0
0
+1
NEW
Reckitt B
enckise
r
Johnson&
Johnson
P&G
O2 Ireland
Danone
Cost Plus
Sofas
Unilever
Ireland Ford
Eircom
485496514593614673703
1,1011,158
TV News
HW + CH (Multichannel TVRs)
Top Rated Programmes
Adults 15-34 (Multichannel TVRs)
1.Coronation Street is continuing to do well after its
dramatic Tram Crash story line since Christmas.
2.Mrs Brown’s Boys, a new six-part series which is
currently airing on RTÉ One is rating in the Top 10.
The comedy value of this show is perhaps helping
people through the gloomy month of January.
3.Raw is back on RTE 1 and following on from success
last year the show is once again rating well.
Operation Transformation has also returned to our
screens. This time, the whole nation is getting involved.
4. TV3‘s Take Me Out - the humorous dating show - is
holding its audience since the began. It is currently
their 3rd most popular show online.
Top TV Advertisers 3rd - 9th Jan 2011
O2 Prepay
Cost Plus
Sofas
Aviva Health
UPC Tri
ple Play
Sky Brand
Innocen
t Smoothies
Nicoret
te Gene
ral
Harvey N
orman
Toyata Car Range
Charleville
Cheese
279302321327345366395469506
673Top 10 Brands 3rd - 9th Jan 2011
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300
Coronation Street 20
Grey's Anatomy
Eastenders
Fair City
Emmerdale 2011
The Late Late Show
Raw
Operation Transformation
Mrs Brown's Boys
RTE News 9 9.19.69.79.910.010.3
12.312.613.0
14.4
Sponsorship OpportunitiesThis September, New Zealand host the Rugby World Cup 2011. RTÉ will be broadcasting the live action across TV and radio. Advertisers have the opportunity to secure airtime on RTE across these platforms.
RTÉ media sales are currently seeking a sponsor for their House strand for 2011. Room to Improve returns in
September, while a brand-new interior design series Roomers launches this March.
Formula 1 on RTE is an exciting opportunity that has also become available for sponsorship. €250K is the asking price for the full sponsorship with stings on all the Formula 1 output across TV, radio and online.
Coronation Street 20
Mrs. Brown’s Boys
The Late Late Show
Fair City
Eastenders
RTE News 9
Raw
Operation Transformation
Grey’s Anatomy
Saturday Night Show 16.417.0
18.719.019.019.3
21.122.722.723.1
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