Archive for the ‘advertising’ tag
This Week in Social Analytics #54
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
Reuters Digital News Report 2012 [from Reuter's Institute for the Study of Journalism]
”Blogs and social media are much more regularly used in the United States than in Europe (36% use these as a news source every week compared with an average of 20% in European countries).”
Social’s Impact on TV Still Small, but Growing [from Marketing Charts; written by Marketing Charts Staff]
“But, the study finds there is significant room for growth: the proportion of study respondents who interact with TV-related content on social media on at least a weekly basis is triple those who do so on a daily basis (37% vs. 12%), and the data also shows that social plays a bigger role in drawing viewers to new than existing shows.”
The Social Media Editor Isn’t Dead, It’s Maturing [from Mashable; written by Meghan Peters]
“Once others in the organization become not only equipped but also passionate about it, the editor doesn’t die. He or she focuses on what’s next.”
Eight Silly Data Myths Marketing People Believe That Get Them Fired [from Occam's Razor; written by Avinash Kaushik]
Your Friday long read.
Google Takes Home Half of Worldwide Mobile Internet Ad Revenues [from eMarketer; written by eMarketer staff]
“Twitter is also expected to see its worldwide mobile ad spending share increase this year to about 2% of the total, eMarketer estimates. In the US, however, Twitter will have a higher, 3.6% share, eMarketer estimates.”
On Tumblr and Nonprofits [from Everything PR; written by Esti Landau]
”To sum up: Tumblr is an all around win-win proposition for nonprofits.”
WATCH: Which Brands Do Tumblr Best? [from The Huffington Post; written by Shawn Amos]
Denny’s has taken the time to learn the culture of Tumblr– and it shows.
Tumblr, Foursquare Execs Map Out New Directions, Tools for Brands [from Xconomy; written by Michael Davidson]
“Brands want to put their best foot forward and have an expansive palette to convey their message,” Gottfrid said. “We think they can tell bigger stories on Tumblr with the tools that we have.”
This Week in Social Analytics #52
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
Social Gives SMBs Maximum Exposure [from eMarketer]
“The greatest benefit of social media was increasing exposure, cited by 89% of respondents, while another 75% said it helped increase traffic. A significantly lesser percentage (43%) said social helped them increase sales. This points to social’s role as a brand builder, first and foremost.”
State of the internet 2013 shows extreme mobile growth, 500 million photos daily, 100 hours of video every minute [from Faves + Co.]
Highlight:
“About a quarter of people worldwide say they share ‘everything’ or ‘most things’ online.”
Research: Social Media Finally Seen As Essential for CEOs [from Forbes; written by Chris Perry]
“Today, we released a new report that outlines the benefits and expectations of CEO social participation. Conducted in partnership with KRC Research, we surveyed over 600 senior executives from 10 markets worldwide. The research found that 76% of global executives say they want their CEO to engage in social media, noting a wide-ranging list of benefits. At the top of the list was improved ability to share company news and information, a positive impact on company reputation and business results, and the ability to communicate more directly with employees, customers, and other key stakeholders.”
Home Tweet Home: A House with Its Own Voice on Twitter [from MIT Tech Review; written by Rachel Metz]
“Eventually, Coates says, Internet connectivity will work its way into all kinds of household appliances, especially “boring” ones like dishwashers and washing machines, allowing them to notify you on your smartphone when they’re done doing their job.”
Tumblr launches first in-stream sponsored posts on web following mobile rollout [from The Verge; written by Ellis Hamburger]
Mobile sponsored posts have racked up 10 million likes and reblogs so far, as Tumblr rolls out dashboard sponsored posts.
Corcoran: Tumblr an ‘incredibly effective’ marketing tool [from Inman News; written by Teke Wiggin]
“Q: Have you found Tumblr to be an effective marketing tool? What are its advantages and disadvantages? How does it compare to Facebook, Twitter and LinkedIn?
A: Yes, Tumblr has been incredibly effective for us. It’s our largest social media platform in terms of subscribers, with more than 115,000— much bigger than our presence on Facebook. We receive hundreds of organic interactions each day, and are currently growing at about 500 new subscribers per day.
We’ve found its simplicity, mobile optimization, ease of use, and connection to a different type of New York audience to be tremendous advantages for us…We find Tumblr a very effective platform for experimenting with new types of content. It was the forerunner of what later became our iPad app.
Tumblr also allows us to refine our approach to how and where we share our listings, which photos perform most effectively, and what types of properties resonate best with users moving between our interactive platforms. We’ve integrated what we do on Tumblr into everything else we do online.”
Emphasis added.
This Week in Social Analytics #48
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
Positive Brand Tweets are Four Times More Effective Than Non-Tweet Ads [from Fast Company; written by Kit Eaton]
“For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.”
More details in this video.
Social media attracts/drives purchases for moms [from Marketing Charts]
“Mothers who are very active on social networks (defined as the top 20% of social networking mothers aged 18-49) are indeed active online purchasers. Compared to the general online adult population, they’re 96% more likely to have made an online food and beverage purchase, 73% more likely to have spent on movies and videos, 61% more likely to have bought apparel, and 82% more likely to have made an online purchase in the toys and games category.”
Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show Millennials embrace a new online reality [from USC Annenberg News]
“The survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., reveals a “Millennial Rift” — distinct differences in online behavior and core values among Millennials (ages 18-34) compared to other users, many of whom are only a few years older. Millennials, the survey found, report more willingness to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses — as long as they receive tangible benefits in return (view infographic breakdown).”
Twitter Speaks, Markets Listen, and Fears Rise [from The New York Times; written by Amy Chozick and Nicole Perlroth]
“Could the global economy hinge on 140 characters?”
Twitter Strikes Major Advertising Deal For Social TV [from Viral Blog; written by Igor Beuker]
“In the Financial Times president of global revenue Adam Bain stated: “’We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.’”
Social TV: Facebook Vs. Twitter Vs. Tumblr [from AllFacebook; written by Will M]
“Most speakers agreed that Facebook’s social TV data is richer than what can be found on Twitter. Tumblr Entertainment Evangelist David Hayes explained social platforms for TV this way.
- Twitter is where people say they are watching a show.
- Facebook is where people say why they are watching a show.
- Tumblr is where people express themselves by creating great content about a show.”
6 Tips to Start Creating Content on Tumblr [from Business2Community; written by Adrienne Erin]
“Once you adapt to this new format, Tumblr can be a powerful content creation (and content curation) tool that increases engagement, website traffic, and inbound leads. Here are six tips that will help you get started with content marketing on Tumblr.”
Tumblr CEO says average cost of ad campaign tops six figures [from CNET; written by Shara Tibken]
“‘What we’re doing is giving advertisers space on a canvas to make the kinds of ads that win awards,’ Karp said. ‘That kind of advertising doesn’t have a place on the Web today…You can’t make an ad that anybody even remembers on Twitter or Facebook today.’”
This Week in Social Analytics #44
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!
Facebook to See Three in 10 Mobile Display Dollars This Year [from eMarketer]
“Both Facebook and Twitter have benefited from their use of so-called native ad formats that are seamlessly integrated within the core user experiences of their respective products. The resulting ability for both companies to deliver mobile ad impressions at much higher volume than many traditional ad publishers has helped them capture market share very quickly.”
What Does That Second Screen Mean for Viewers and Advertisers? [from AdWeek; written by Lucia Moses]
Social television does more than just give people something to collectively chatter about on a social network; it engages them emotionally:
“When people used Facebook, Twitter or GetGlue while watching TV, their emotional engagement was 1.3 times higher than that of solo TV viewers.”
This has a lot of different implications for advertisers.
Twitter Relaunches Its Twitter For Business Site With More Content, New Video [from Marketing Land; written by Matt McGee]
“Twitter has also published a new video that, in my opinion, is the most effective messaging the company has offered yet for businesses — not just why, but also how to do business on Twitter. It’s basic and meant for beginners, but there’s a lot of information packed into a little more than two minutes.”
More from Twitter Dev: Mobile app deep linking and new cards [from Twitter's Developers blog; written by Jason Costa]
A breakdown of Twitter’s new card capabilities, straight from the development team.
4 Types of Content Consumption (Research) | Content Marketing: How We Use Multiple Devices [from Heidi Cohen's blog; written by Heidi Cohen]
“Social Spider-Webbing is the opposite of Investigative Spider-Webbing in that it’s extroverted. Focused on sharing and connecting, it allows viewers to connect with others (both friends and like minded individuals) while watching live events and television shows.
Overwhelmingly social spider webbing makes solitary content consumption a social activity. More than two out of five respondents use it to connect with others. About a third use it habitually. About one in four chooses social spider webbing to enhance their enjoyment of their content consumption.”
You can find the link to the full study here.
And before you ban Facebook at the office:
Social Media: Not the Productivity Killer You Thought? [from Inc; written by Francesca Louise Fenzi]
“This tiny group of social network butterflies, however, ranked as the most efficient. Employees who belonged to more than five social networks had a 1.6 percent higher sales conversion than their counterparts and a 2.8 percent lower average call time.
While the data is interesting, it’s next to impossible to determine causation. But Mike Houseman, the managing director of Evolv, posits that performance may be linked to the sociability of employees who belong to several online networks.”
Chrysler Imported from Detroit ad wins Super Bowl XLV
As always, this year’s Super Bowl ads generated lots of conversation. We posted an analysis of overall Super Bowl ad winners based on tweets, but we wanted to have a more in-depth discussion here about some of the individual ads.
One of the most-buzzed about Super Bowl ads was the Groupon Tibet ad. Many people are discussing this ad, debating whether it was offensive or hilarious. No matter what you think of it, the Groupon Super Bowl ad got people talking.
But for us, the big Super Bowl ad surprise was the Chrysler Imported from Detroit commercial. Not only was this one of our personal favorites of the night, but it seemed to be Twitter’s favorite, too. We tracked more than 38,000 tweets about this ad during the game, making it the most-tweeted about ad of Super Bowl XLV, even beating out those Doritos and Bud Light commercials. In the minute immediately following the ad, conversation about Chrysler peaked at 2,816 tweets in a single minute.
As soon as the game was over, I asked around about what people thought about the ads. Overwhelmingly, people loved the Chrysler ad. Here are a few of their thoughts:
As a former Detroiter and someone who has much love for the city (hopes to end up there one day again), and has made no secret about her love for Eminem, that Eminem/Chrysler ad just made the “Superbowl commercials” for me. I felt it – it made the hair on my arms stand up – you know he loves the city. It just reminded me of the spirit and heart in that city! -Maegan S.
I have to say overall American Car companies stepped up their advertising. Fewer Midwestern guys in trucks and more “stuff I’d like to buy”. -DJ S.
The Detroit commercial was amazing – such a wonderful depiction of the city. -Kelly R.
We also generated a word cloud from tweets about the ad. We removed the words related directly to the commercial (Chrysler, Detroit, Eminem, Super Bowl, and so on) to surface people’s opinions of the ad. As you can see, the overall opinion of this ad was very positive.
The Chrysler word cloud speaks even more loudly when compared to the Groupon commercial’s word cloud. Take a look:
Tweets about Chrysler often included words such as like, great, love, good, awesome, nice, and want, while tweets about Groupon often included words such as offensive, bad, fail, taste, and kenneth (in reference to a recent controversial tweet from fashion designer Kenneth Cole). And maybe this is a case of any publicity is good publicity for Groupon, as the ad has certainly caused quite a stir. The Groupon ad is steeped in humor and irony; CEO Andrew Mason claims the commercial was intended to make fun of themselves at Groupon. But Chrysler’s ad was far less ironic; it seemed to take itself and the audience seriously. Maybe this is why people responded so positively. The Detroit ad certainly stood out from the other commercials shown before and after it, both in terms of the commercial itself and the tweets about it.
Stay tuned, as we’ve got lots more analysis of the Super Bowl tweet data coming up later this week.
So, who won the Super Bowl ad race?
A 30-second commercial in this year’s Super Bowl – Super Bowl XLV – cost each advertiser approximately $3 million. $3 million is a lot of money to spend for 30 seconds of TV air time; that’s about $100,000 a second. But one of the reasons big brands are willing to spend that kind of cash on an ad is that the ads live on through the web and social media, well beyond the 30 seconds they appear on television. Many brands even released their ads early, posting them on YouTube, Facebook and Twitter last week. And lots of these advertisers have coordinated social media campaigns around the Super Bowl, extending their reach well beyond the TV. So that $3 million could end up having a huge impact.
This weekend, we worked with Resource Interactive to monitor tweets about the brands advertising during Super Bowl XLV so we could understand which ads and which brands generated the most conversation on Twitter. We tracked Twitter mentions of the 30+ major Super Bowl advertisers, measuring tweet volume and overall impressions generated for these brands during the game. Tim Wilson has written an excellent post about his analysis at Resource.
We ranked the top-performing advertisers by overall tweet volume generated during the Super Bowl. Some of these brands ran one ad (Chrysler), while others ran multiple ads (Doritos). The winners for total brand mentions* are:
1. Doritos – 56,000+ tweets
2. Chrysler – 39,000+ tweets
3. Pepsi – 32,000+ tweets
4(tie). Best Buy – 26,000+ tweets
4(tie). Volkswagen – 26,000+ tweets
6. Anheuser-Busch – 25,000+ tweets
7. Groupon – 22,000+ tweets
8. GoDaddy.com – 19,000+ tweets
9. Chevrolet – 18,000+ tweets
10. Audi – 14,000+ tweets
And, the part you’ve all been waiting for – the most-tweeted about individual commercials. There are a few surprises in this list. No Budweiser ads in the top ten, newcomer Groupon makes an aggressive appearance, and the top ad generated nearly twice as many tweets as its next closest competitor. So, here’s the list of the top Super Bowl XLV ads by tweet volume:
1. Chrysler: Imported from Detroit
2. Doritos: House Sitting
3. Doritos: The Best Part
4. “Captain America” Movie Trailer
5. “Thor” Movie Trailer
6. “Transformers” Movie Trailer
7. Best Buy with Bieber and Ozzy
8. Pepsi Max: First Date
9. Skechers
10. Pepsi Max: Love Hurts
11. Audi: Release the Hounds
12. Snickers: Logging
13. Groupon: Tibet
Since there were three movie trailers in the top ten, we decided to list the top 13 commercials, just in case you don’t count trailers as true commercials.
We’re going to be digging into these data for further in-depth analysis over the next few days, so check back for more.
*Due to high tweet volumes about these ads during the Super Bowl, Twitter at times imposed some collection rate limits, which means that these counts include between 70% and 90% of all possible tweets. The numbers above can be interpreted directionally, just know that they are slightly lower than the true number of tweets for each brand.