Archive for the ‘case study’ tag
Awards season is upon us, and this year it kicked off with Tina Fey and Amy Poehler taking over hosting duties at the 70th Golden Globe Awards. We love the Golden Globes; this is the third year we’ve monitored tweets about the event (see our 2012 and 2011 coverage). This year, we’ve been tracking all the social media buzz before, during and after the awards show that aired on Sunday, January 13, 2013, again in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association. And we didn’t just stick to Twitter either; for the first time, we also took a look at the night’s Tumblr data!
What were the big numbers on Twitter?
First, let’s talk Twitter… How did the Golden Globes do on Twitter? Tweets spiked several times the night of the show, showing us when the audience at home was the most excited about events onscreen. The first spike was in the initial minute of the show, which saw 7,700 tweets. Things got chattier after that; when Adele won the award for Best Original Song (Skyfall for the Bond film of the same name) Twitter activity spiked to 13.4k tweets per minute (tpm). Adele was later beat out by the appearance of former President Bill Clinton taking the stage to introduce Lincoln; tweets further spiked up to 18.5k tweets per minute, claiming the highest tpm spike of the evening.
@TheEllenShow’s tweet about the hosts saw was the most popular tweet of the night, accumulating the highest exposure and most RTs during the show, with nearly 22 million impressions and 7,991 RTs.
Overall, more than 108 million unique Twitter accounts were reached by tweets about the Golden Globes - and that’s just on the day of the show. This is up over 14.4 million from 2012, and over three times the reach of Golden Globes Twitter chatter from 2011. Contributors more than doubled this year – from 296K people talking about the Globes in 2012 to 599K in 2013 – and the total number of tweets increased by more than 50% from 2012s (from 822K to 1.3 million).
Looking at all of the data since the nominees were announced on December 13th, 2012, total reach was over 160 million unique accounts, and more than 756K different Twitter users contributed more than 2.1 million tweets.
What were some of the specific things people were talking about on Twitter?
As part of the excitement approaching the 70th Annual Golden Globes, @GoldenGlobes asked fans to tweet their questions for the nominees with the hashtag #askGlobes; the questions would then be asked of the winners backstage.
One of the top contributors to the hashtag was a fan account for Meryl Streep (@MerylStreepSite), asking and retweeting other Meryl fans’ requests to ask the actress what she thought of her dedicated fans, or “Streepers”.
Unfortunately, Meryl didn’t win so the Streepers never got their question answered. Jennifer Lawrence took the trophy for Best Performance by an Actress in a Motion Picture, Comedy or Musical, for Silver Linings Playbook– and breathlessly joked about beating Meryl when she took the stage to accept.
The @GoldenGlobes confirmed backstage that “JLaw” has been her nickname for years.
The #askGlobes hashtag for the Golden Globes account was one of their top 5 hashtags for the night of the show; producing a total of 2,016 tweets with a peak activity time of 6pm PT, when the hashtag saw over 4.7 million impressions. The @GoldenGlobes retweeted the questions asked of the winners, with the answers, and kept promoting the hashtag:
What were people talking about on Tumblr?
Tumblr saw 47.6k posts about the Golden Globes the night of the show. Flouting convention, the majority of the posts were text posts rather than photos: 31K text posts and 18K photo posts. However, the photo posts saw much higher engagement rates. For the total 1.8 million notes, nearly 1.5 million of those notes were on photo posts (814.7K reblogs and 668.2K likes) compared to the smaller 231K notes for text posts.
The most popular post was a GIF of Anne Hathaway accepting her award for Best Performance by an Actress in a Supporting Role in a Motion Picture, for Les Miserables:
This post from Beaver Paralyzer earned 66.6K notes in just a few hours, which includes 153 direct reblogs, 36.9K amplified reblogs, and 29.5K likes. The reblog tree for this post was impressively extensive, showing the majority of reblogs occurred out past the 9th degree, suggesting a very diverse pool of curators:
Indeed, the entire tree doesn’t easily fit on a screen; that’s a little more than half of it there.
What does this tell us about watching TV and simultaneously using social platforms?
While many think of Twitter as the main social channel to talk television – Twitter has their own dedicated @TwitterTV account, after all – more and more people are flocking to Tumblr as well, for its expanded ability to “liveblog” a TV event beyond the relatively text-limited Twitter platform. The ever-popular GIF just doesn’t work as well on Twitter as it does on Tumblr.
Comparing the overall number of tweets made to number of Tumblr posts between December 13 and January 13, there were twice as many tweets about the Golden Globes: 2.1 million tweets vs. 1.0 million Tumblr posts and reblogs.
Looking at unique participants paints a similar picture: 756K users posted tweets on Twitter, and 20K posted on Tumblr, but that Twitter number includes RTs. If you count rebloggers on Tumblr, that’s another 303K (not to mention another 255K likers). The Twitter numbers don’t include favorites, which would be similar to Tumblr likes, but these numbers are still closing the Twitter/Tumblr output gap: 322K posters and rebloggers on Tumblr to Twitter’s 756K tweeters.
We can wager a guess that those Tumblr numbers will continue to catch up to Twitter numbers as Tumblr gains popularity as a place to discuss a live television event together. This is especially likely considering Tumblr’s reputation as a place for TV show and movie franchise fandoms to set up shop and blog (and reblog) about the characters and worlds they love. Why not start doing it live as well as between seasons of the BBC’s Sherlock?
In the future, we expect to see more fans switching back and forth between Tumblr and Twitter during an awards show or their favorite series, on their phones or laptops, using both sites to their respective strengths. Social TV watching has really only just begun.
That was neat! I want more!
We’re glad to hear it. If you liked this look at Twitter and Tumblr activity for the 2013 Golden Globes, stay tuned for our more in-depth case study on the event. We’re going to take a deeper look at the various social initiatives the HFPA put together around the show, including the #GlobesParty Instagram promotion the Globes ran to get fans involved at home, and more. Check back soon!
Welcome back to This Week in Social Analytics, our continuing round-up of some of our favorite posts on social analytics, measurement, Twitter and other items that caught our eye over the past week. Enjoy, and please let us know what you think.
Measuring the value of a tweet
Bridget Carey writes about several brands using Twitter measurement to drive increases in business. Among the examples in the article is a great story of how Exposed PR, C&I Studios and their client IKEA ran a very creative promotion using an in-store “Catpture the Catalog” event to launch their 2012 Catalog. Winners were chosen based on Twitter measurements of impressions and reach. And, the traffic created by the event helped drive Saturday sales at the IKEA store to the highest level in a year.
Twitter Sharing Buttons Drive Sevenfold Increase in Tweet Links
MarketingProfs reports on a recent study by BrightEdge that shows that sites with Twitter sharing buttons are linked to on Twitter nearly seven times more often than sites that do not display tweet buttons. Still, only 53.6% of the largest 10,000 websites are displaying social sharing links or buttons on their homepages.
Moneyball Will Put Web Analytics on the Map
Big fans of the book, we are definitely planning on checking out the new Moneyball movie. John Lovett believes it will help catapult analytics into the mainstream. Or at least help us explain what we do to our grandmothers!
Recently, TweetReach customer Exposed PR, along with C&I Studios, ran a very creative promotion with their client IKEA. We love to highlight interesting – and successful – PR campaigns, so read on for more about this cool promotion.
In July, Exposed PR and C&I Studios teamed up with IKEA to organize an in-store scavenger hunt with an online twist. Called Capture the Catalog, this promotion pitted 11 teams against each other in a scavenger hunt at the IKEA store in Sunrise, Florida, just outside Fort Lauderdale. Teams competed to complete a set of tasks in the store, and tweeted about their achievements as they went, trying to get as many retweets as possible. The teams were competing to see who could generate the most impressions on Twitter in 90 minutes. Exposed PR used TweetReach to track these tweets and measure each team’s impressions. They generated more than 8 million impressions in just an hour and half, reaching more than 700,000 unique Twitter accounts!
We talked to Sara Shake of Exposed PR, one of the creators of this promotion, to understand more about where this clever idea came from and how everything went.
First, tell us a little about the IKEA Capture the Catalog Tournament. What was the goal of this promotion?
The goal of the Ikea promotion was to launch their 2012 Catalog. As a company, Ikea has a few different times throughout the year that are extremely important, and their catalog launch is the biggest. We wanted a creative way to get the word out that didn’t include the typical Media Day festivities that they had done in the past.
How did you come up with the idea for this promotion?
I share my office with a company called C&I Studios. It’s not unusual for us at the end of the day to start speaking in terms of “What If.” Once we’ve completed all the work for the day, we always try to spend sometime just brainstorming without the limitations of the clients that we currently service. We don’t think about location or budget, we just bounce ideas until something sticks. We call these ideas our 5 O’Clock Miracles.
This idea came largely from my frequent frustration with traditional media… We (Joshua Miller from C&I Studios and I) thought there has to be a better way to get the word out, without the help of traditional media. Then we thought about how competition drives people. The original concept was Capture the Flag (which is where Capture the Catalog came from), but it evolved into a scavenger hunt. We knew we needed a forward-thinking brand to latch onto the idea…and this was just about the time that you started hearing about Ikea letting the cats loose in Sweden. We said “We need a brand like Ikea!” We were lucky enough to have one in the neighborhood, so we just called.
The first-place winner was the team with the highest number of impressions of their unique hash tag during the 90-minute scavenger hunt.
What role did TweetReach play in this promotion?
TweetReach was instrumental in the Capture the Catalog tournament. We were able to set up a Tracker to live-track every team’s (there were 11) hashtag throughout the tournament. This way we were able to make announcements like, “So and so is in the lead with 350,000 impressions.” We also announced every time that we reached another million impressions of the combined hashtags. We took snapshot reports for each hashtag at the end of the tournament and that’s how we determined the winner.
What would you change for next time?
We would just find a way to make it bigger and better.
What went well? Was there anything you were particularly proud of?
We were really proud of the teams; they went all out. It was also an amazing experience to work with Ikea as a brand. They believed and bought into the vision, and took it to an entirely different level. From the graphics and signage they produced, to the staff that manned each clue, to the prize that they provided to our winners, it was totally refreshing to work with a brand that didn’t cut a single corner. They were exceptionally thoughtful down to the last detail.
What did IKEA think?
They loved it! In a Miami Herald article about the event, Chantal Nichtawitz, marking manager at Ikea Sunrise, said, “We were certain that the event drove traffic to the store. That Saturday we had one of the biggest Saturdays we’ve seen in over a calendar year.”
Do you have any recommendations or tips for someone running their own promotion or contest on Twitter?
The key is finding the right brand and participants.
A few days ago, I had the pleasure of interviewing Nic Adler, owner of the The Roxy Theatre in West Hollywood, CA. I met Nic recently and was excited to hear him talk about how useful TweetReach is to his business. So we sat down to discuss how he’s used social media to rejuvenate The Roxy, and the role TweetReach plays in helping him know what works.
A Short History of The Roxy
Nic’s father, Lou Adler, opened The Roxy in 1973 on the Sunset Strip in West Hollywood, California. The Roxy quickly became an important and influential music venue. In the 70s and 80s, The Roxy booked shows with musicians like Bob Marley, The Clash, Bruce Springsteen, Guns N’ Roses, and Motley Crue. It was also an important part of the heavy metal scene in those days.
But in the mid-1990s, when musical tastes turned from metal to grunge (think bands like Nirvana), the Sunset Strip declined in relevance. Nic, who grew up at the Roxy as a child, and would visit after school and play hide and seek with the bands, started working in the family business in 1998.
Four or five years ago, Kyra Reid of MarKyr Media asked Nic if he knew what a blog was. At that time, The Roxy had an old and stale website – the performance calendar wasn’t even updated – and no blog or other online presence.
Getting Started with Social Media
So Nic got involved, staying up late and seeing what blogging was all about. The Roxy was the first music venue to put up a blog, but they had never really communicated with their audience online until that point. Their first blog post received a flood of comments, but many of them were not very nice or supportive. Nic says these comments “put a mirror up to our business, and we quickly learned that we weren’t what we thought we were.”
A lot of the feedback was related to problems with perception – people thought the club was too expensive, the bands weren’t good enough, the security staff were jerks, and so on. So Nic and his team got to work, finding new bartenders, adjusting drink prices, selling new brands of liquor. They hired a new talent buyer who was more artist friendly to bring in better acts. They communicated all of these changes via their blog, “slowly chipping away” at the negative feedback.
One of the more common complaints was about the parking situation around The Roxy. To help customers find parking, Nic took a picture of a nearby parking lot that cost $5 for the night, put it on their website, and directed customers to it. A simple fix, but an important and useful one.
So when Twitter came along a couple years later, The Roxy had already started an online conversation with their community, so they knew a few things about how to interact in that space. The Roxy joined Twitter in May 2007. Twitter was the perfect medium for The Roxy – a music and entertainment – venue to keep their audience informed about the performance calendar and other club news.
We had so much information – two or three shows going on sale every day. It was hard and time-consuming to make blog posts for all those, but it was really easy to put something on Flickr (like a show’s flyer) and then tweet about it.
Connecting Offline and Online Communities
The Roxy’s online community began to grow, and they were building lots of support and positive feedback. Around the time The Roxy reached 10,000 followers on Twitter, they started to see other nearby venues on the Strip hiring young people with “social media personalities.” These businesses started Twitter accounts.
The Viper Room was the first of these. At The Roxy, Nic and his colleagues debated how they should respond. They asked themselves, “Do we share what we have to help the community?” Technically The Viper Room is a competitor to The Roxy, but it could be beneficial for everyone to support other businesses in the community. So they decided to tweet a shoutout to the Viper Room, who had about 100 followers at the time. The Viper Room shouted back and they both gained followers and support. As each new bushiness on the Strip came online, it created a sort of snowball effect that encouraged the next business to come online.
They also set up a Facebook account for The Roxy, and they encouraged their Twitter followers to fan them on Facebook. They recently crossed the 100,000 fans mark on Facebook.
One day The Comedy Store called Nic and proposed an in-person lunch to figure out how to get this growing online community to move offline. And that’s how they came up with the Sunset Strip TweetCrawl. The TweetCrawl is a bar and restaurant crawl using Twitter to promote specials and other prizes and encourage participants to patronize multiple business on the Strip. The first TweetCrawl was in July 2009 and the sixth crawl is scheduled for this Saturday.
Now they call this association the “Social Strip” – the social umbrella that lives over the Sunset Strip that is “part marketing, part information and part online community.” The businesses in the area are able to use the official business association and the Social Strip to work together, to tap into their combined giant and growing online following. And these tools are all free for the businesses to use. (The Sunset Strip even has its own Twitter account now).
Measuring Their Success
At this point, Nic started looking for analytics and ways to prove that what they were doing online was working. This is where tools like TweetReach are invaluable to businesses like The Roxy. For Nic, TweetReach is important because it helps him “understand our social worth – to see if all the effort we were putting in was paying off.”
They use TweetReach to measure the number of people their tweets reach, as well as the number and quality of retweets. They also like Klout, which helps them compare their efforts to similar business. Metrics are important to Nic.
We own this space, and we can prove it to sponsors.
The Roxy and other Strip businesses reach more people online than high profile music magazines reach through their physical circulation. Internally, Nic used the numbers in a TweetReach report to demonstrate to a talent buyer that they could reach a larger potential audience through Twitter so they should stop advertising in certain local publications. Print advertising is expensive, but Twitter promotion is free.
At the end of the day, it means more money. It helps us grow our business.
Nic prefers to look at ROE instead of ROI – return on energy. “Maybe not a lot of money goes into what we do, but it’s energy. There’s someone reading everything and understanding our impact. It gives us satisfaction and confidence to know that we’re moving in the right direction.”
And they’re definitely moving in the right direction. AOL City’s Best just named The Roxy as the best live music venue in Los Angeles. They just passed 100,000 Facebook followers and have nearly 50,000 Twitter followers.