Archive for the ‘Events’ Category
On Tuesday a new episode of Inside Amy Schumer aired on Comedy Central, and in anticipation of this boy band parody sketch, Amy posted a no-makeup selfie on Twitter and Instagram asking her followers to share selfies of themselves without makeup on either platform with the hashtag #GirlYouDontNeedMakeup.
And the response has been as sweet as a boy band’s choreographed dance moves.
— Amy Schumer (@amyschumer) April 29, 2015
Since it started on Tuesday, more than 13,000 tweets have been posted with the #GirlYouDontNeedMakeup hashtag by more than 12,000 different people, for a potential reach of 40 million unique Twitter users*. Many of the most retweeted tweets came from Amy herself, Comedy Central, or big media and tech outlets like Mashable or Slate, but some came from non-celebrity hashtag participants:
(Though of course funnyman Zach Braff did add his own somewhat inexplicable and terrifying entry.)
While fewer posts were made on Instagram in the same window, they still had quite the impact with a maximum potential reach of 1.5 million**. The three most popular posts with the #girlyoudontneedmakeup tag were these two from Amy and one from Comedy Central, respectively, but the rest were all from Instagram users sharing their no-makeup faces, not other branded accounts as on Twitter:
One of the most popular Instagram posts includes an important related hashtag, #catyoudontneedmakeup.
Have you posted your no-makeup selfie yet?
The smaller number of posts made on Instagram likely has a lot to do with the interconnected nature of Twitter as a platform with its built-in retweets vs Instagram’s third-party apps as the only option for regramming. Twitter’s constant flood of information also makes it acceptable to post original and curated content several times a day, making it more likely for others to see, share, and/or participate in a hashtag than with a more contained stream like Instagram where users are more selective with what they participate in and share.
Both of these are things to keep in mind when planning a campaign, either for a specific platform or to run across platforms; you want to play to the strengths of each.
*read more about how we calculate reach on Twitter here.
The prevalence of the second screen and social television have been established for some time now, but how does the conversation differ around a show when the whole season is released at once and the audience has the option to binge-watch it all in one go?
We looked at the Twitter conversation around Netflix’s recently released Daredevil to find out.
The overall conversation
345.5k tweets have been posted about Netflix’s latest original series since the beginning of April, from 137.5k contributors, for a total unique reach of 76.2 million. That’s smaller than the few days of Twitter conversation around the fourth season premiere of Game of Thrones on Twitter, but consider that Game of Thrones was working with an established fan base and audience who were anticipating the season premiere. Daredevil does have an existing fanbase from the success of other Marvel projects, Netflix originals, and of course the original comic book character to draw from, but new shows still have to prove themselves and the social conversation is becoming an increasing part of that success. Netflix and Marvel know that, so their Twitter accounts are at the forefront of the conversation, along with two of the show’s stars, Rosario Dawson and Deborah Ann Woll if you take a look at the top contributors to the Daredevil conversation:
- Rosario Dawson
- Deborah Ann Woll
- THR (The Hollywood Reporter)
And these accounts consequently have some of the most popular tweets (by retweets):
— Daredevil (@Daredevil) April 9, 2015
As expected Game of Thrones chatter only got louder as the season progressed as each episode was released in the traditional serialized manner. With a show available all at once, what do we see? The answer that the biggest spike in the conversation happened on April 10th, the day Netflix released the full season, probably does not surprise you:
The day of release
Netflix releases new shows at midnight Pacific Time (3am Eastern) on Fridays (weekend timing makes it perfect for binge-watching), and announces that move with a tweet:
Which coincided with a spike in the conversation for that day, too:
As for the conversation itself, there was some self-aware humor around binge-watching reflected in some of the most retweeted and other prominent tweets:
#Daredevil doesn’t have “previously on…” montages because they know you just watched the previous episode 19 seconds ago.
— Scott Weinberg (@scottEweinberg) April 11, 2015
— E! Online (@eonline) April 10, 2015
As well as good old-fashioned jokes that only make sense if you’re familiar with the main character— or start watching the show to be in on it:
Mashable and Netflix even brought Twitter’s new live-streaming sister app, Periscope, into the conversation by using it to discuss why you should binge-watch the show and to bring fans behind-the-scenes content:
— Netflix US (@netflix) April 3, 2015
A Periscope URL wound up being one of the top URLs in the overall conversation, alongside articles around the show (like the one from Entertainment Weekly in the tweet posted above) and a Netflix link to the show itself. Something for brands- and perhaps especially for entertainment brands- to take into consideration as part of a promotional content marketing plan.
Whether or not you’re an entertainment brand or have anything to do with social television and the second screen at all, you still want to maximize your social listening. Daredevil caught criticism for being a show about a blind superhero that was released without a way for visually impaired fans to fully enjoy it. Netflix heard this, however, and several days later an audio description track was added for the show, along with news that the service would be expanded to its other original series.
That’s taking a blunder, really listening to your fans and followers, and fixing it in a timely manner that results in good PR.
That’s an excellent lesson for any brand.
Do you binge-watch series? Do you tweet about it? Leave your thoughts in the comments!
Last fall, Medialogue, a digital agency based in Brazil, was tasked with monitoring social conversation about the 2014 Brazilian Presidential election for the Aécio Neves campaign and supporting the efforts of the Brazilian Social Democracy Party. Medialogue selected Union Metrics’ TweetReach Twitter analytics to support this effort.
The Brazilian 2014 presidential election was a record-breaking event for the country on social media, even compared to the 2010 election, on which Medialogue also worked. The sheer volume of conversation on social media surpassed all estimates based on the previous national election, generating more than 40 million total tweets. However, by using TweetReach to sort through the noise, Medialogue was able to make informed social media recommendations back to their client.
Click here to read our full case study about how Medialogue used TweetReach to measure millions of tweets about the election.
Image source: Economist, Brazil’s presidential election: A riven country
Every year we bring you our recommendations for panels and more you might want to attend while you’re in town for all the rest of the SXSW madness. Without further ado, here are our picks for 2015.
Visual Storytelling: The Power of Design + Data | Fri, March 13 | 2:00pm-3:00pm
Using big data to tell a story in graphics rather than in words.
Digital Disruption: Do or Die | Fri, March 13 | 5:00pm-6:00pm
What is digital disruption? What are some examples of brands using it to put older, more established brands out of business?
The Future Of Distributed Media | Sat, March 14 | 12:30pm-1:30pm
Learn from the best at creating original content to distribute across platforms: BuzzFeed.
Future15: Why the Future of Film Depends on Social Media with Union Metrics Editor-in-Chief Jenn Deering Davis | Sat, March 14 | 2pm-2:15pm
Big studios have had to change marketing tactics to reach audiences where they are, while indie films have a whole new time-and-money-saving way to market. What tactics from the former can help the latter?
How Technology Colonized Fashion Week | Sat, March 14 | 3:30pm-4:30pm
Fashion week is no longer just for the elite thanks to technology— and this has revolutionized the industry.
Future15: Social Data in the Time of Cholera with Gnip Principal Data Scientist Dr. Scott Hendrickson | Sun, March 15 | 5:15pm-5:30pm
“With social data serving as the largest archive of human behavior to ever exist, how can we turn this data into real-time warning systems? I’ll look at how social data has been used in the past, our own research and endeavors and the possibilities we see for social data in humanitarian efforts going forward.”
Behind The GIF: The Future of Online Visual Culture | Mon, March 16 | 9:30am-10:30am
“This panel will bring together an unprecedented conversation between the creators, platforms, and commentators of the evolving visual frontier of the web. We’ll tackle the latest developments in the space, and give a glimpse of what’s to come.”
Evolve or Die: The Traditional Agency Revolution | Mon, March 16 | 9:30am-10:30am
Mad Men days it isn’t.
IBM and Twitter: The Future of Digital Engagement | Mon, March 16 | 3:30pm-4:30pm
How do you build real engagement with fans and followers on social?
Hamburger Helper Is My Bae: Weird Brand Twitter | Mon, March 16 | 5:00pm-6:00pm
When Weird Twitter and Brand Twitter collide, we ask the important questions:
“Why am I laughing at a frozen pizza? I buy the frozen pizza, do I have to be its friend, too?”
Beyond Live, Why the L+3 Social TV Convo Matters | Tues, March 17 | 9:30am – 10:30am
Interested in the changing nature of social TV?
“The landscape is changing from measuring success by ‘trending’ to building dedicated fandoms. The fandom conversation peaks after the show airs and continues to resonate until the next episode, and even between seasons.”
Viva Album Art! | Wed, March 18 | 5pm – 6pm
“We’ll discuss how musicians can use digital media to express their stories, and invite their fans to emotionally connect with their music, using the best platforms and practices that the digital world has to offer.”
Got any great panels we missed? Leave ‘em in the comments.
Are you coming to Austin for SXSW Interactive this year? We’d love to see you! Here’s where you can find us (and possibly score a Merle sticker):
Austin Startup Crawl | Thursday, March 12, 2015 | 5pm-1opm
Every year the Startup Crawl unofficially kicks off SXSWi and we love being a part of it! No badges required. See more details and register, here.
Mentor Session with Co-Founder and CEO Hayes Davis | Saturday, March 14, 2015 | 12:30pm-1:30pm
Our CEO and Co-Founder Hayes is available for a mentor session during SXSWi. RSVP for a slot here!
Future15: Why the Future of Film Depends on Social Media with Co-Founder and Editor-in-Chief Jenn Deering Davis | Saturday, March 14, 2015 | 2pm-2:15pm
Stop by the Austin Convention Center for Co-Founder and Editor-in-Chief Jenn’s Future15 session on Why the Future of Film Depends on Social Media. See more details here.
Metrics and Mimosas SXSW Brunch | Sunday, March 15, 2015 | 11am-2pm
We’ve held our share of brunches and happy hours for SXSWi, and this one should be better than ever! Come see us at Easy Tiger for Metrics and Mimosas. Just don’t forget to RSVP!
Want to keep up with all of our events? Bookmark this page.
Since Star-Lord and Captain America set a wager on Twitter about whose team would win last night’s Big Game, we’ve been watching them and the rest of the social media sphere egg each other on good-naturedly. Good Morning America got into the discussion last week, and some other celebrities even asked to get in on the action:
— Joel McHale (@joelmchale) February 1, 2015
Since January 19th, 182k tweets and counting have been made around this superhero Super Bowl bet by 93k contributors (and counting). The two most retweeted tweets came from Captain America and Star-Lord themselves wrapping up the bet last night on Twitter:
— Chris Evans (@ChrisEvans) February 2, 2015
So while in the end Captain America won his bet, Christopher’s Haven and Seattle Children’s Hospital are the real winners with all of the donations made in honor of this bet and the upcoming superhero visits to the kids.
Stay tuned for more on the rest of Super Bowl XLIX!
The Big Game is Sunday, so how’s that big Superhero Super Bowl Bet going? Since the bet started, more than 50k people have posted more than 88k tweets, and counting.
Good Morning America has joined the conversation on Twitter, and they’re asking their fans and followers to retweet the superhero whose team they want to see win on Sunday. Want to wager who’s winning in terms of retweets as of this writing?
— Good Morning America (@GMA) January 27, 2015
— Good Morning America (@GMA) January 27, 2015
It’s Captain America, with over 4k retweets on “his” GMA tweet to over 2k retweets on Star-Lord’s.
Keep an eye on the conversation on Twitter with the three most popular hashtags:
The tides can always turn on Sunday. Will you be watching?
Super Bowl betting certainly isn’t new, but two superheroes making bets on Twitter certainly feels very modern. Chris Pratt, who plays Star-Lord in Guardians of the Galaxy, bet fellow Marvel superhero Chris Evans (Captain America in the Avengers franchise) some acts of charity based on whose team wins The Big Game.
The two tweets laying out the terms the bet have been heavily retweeted already:
— chris pratt (@prattprattpratt) January 21, 2015
— Chris Evans (@ChrisEvans) January 21, 2015
In just a couple days, the bet has generated more than 40,000 tweets from 26,000 people. The most popular hashtags around the heroic Super Bowl bet conversation are:
— Chris Evans (@ChrisEvans) January 19, 2015
There’s no clear winner yet, but Chris Pratt has a slight edge over Christ Evans. And don’t worry, we’ll keep you updated on how this bet unfolds! Oh, and the rest of the Super Bowl too, just like we always do.
The 72nd annual Golden Globes aired last night and as usual the show didn’t disappoint, and neither did the social activity we tracked in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association. Yesterday 704k contributors posted 2.4M tweets about the Golden Globes for a unique potential reach of 361M and it wasn’t just the normals live-tweeting the show either; a lot of celebrities weighed in on everything from the winners to what the show should be called, making for an extra entertaining evening. The most retweeted tweets included this from Demi Lovato about Gina Rodriguez’s win for Jane The Virgin:
This year’s Cumberbatch photobomb courtesy of Entertainment Weekly:
Oprah’s approval of Common’s acceptance speech:
And regular Twitter funny man and Vampire Weekend frontman Ezra Koenig’s critique of the show’s name:
The golden globes would be much more elegant if they were called the Gold Globes. Watches & medals are gold. Grahams & corrals are golden — Ezra Koenig (@arzE) January 12, 2015
The official Golden Globes Twitter account also encouraged fans to take a look at their Instagram account, where they posted more than a hundred behind-the-scenes photos. With the growing emphasis on visual content marketing, this was a very smart move and the payoff in engagement was huge. Yesterday the Golden Globes Instagram account posted 112 times and received 398k likes and 16k comments. That’s an average of more than 3,500 likes per post!
The most popular photo from the evening features Benedict Cumberbatch and Jennifer Aniston in the Instagram photo booth manned by photographer Ellen von Unwerth:
Already, that photo alone has gotten more than 25k likes! (Instagram event takeaway: Hire a professional photographer to boost the quality of your event snaps, and boost your engagement to boot.)
9 out of the top 10 most popular posts were from the Instagram photo booth, and featured everyone from winners Amy Adams, Matt Bomer, Gina Rodriguez, George Clooney (Cecil B. Demille Lifetime Achievement Award Recipient) and Eddie Redmayne to attendees Adam Levine and Paul Rudd, Jared Leto, and Kate Beckinsale.
The 10th most popular photo was Channing Tatum and Jenna Dewan Tatum on the red carpet.
The most popular hashtags around last night’s show highlight hosts Tina Fey and Amy Poehler and their bit starring Margaret Cho as a North Korean reporter for entirely real publication Movies Wow, in addition to expressing interest in the upcoming film 50 Shades of Grey:
Meryl Streep is, of course, an eternally popular subject.
The most popular Twitter hashtags were similar, focusing on the red carpet and variations on the official broadcast hashtag, #GoldenGlobes:
The latter is Entertainment Weekly’s official Globes-related hashtag, similar to the approach we saw for Mashable and TechCrunch creating their own CES-related hashtags last week. E! News (#eredcarpet) always runs a popular red carpet countdown show prior to the beginning of the Globes and promotes their hashtags onscreen. (A best practice for any large-scale event, even if you’re just promoting them on conference-wide screens rather than national television.)
That brings us to the one big difference between the platforms: While official publications like People Magazine, MTV, E! Online, The New York Times, The Huffington Post, InStyle, Entertainment Weekly, Vogue, and the Today Show all featured in the top contributors to the Golden Globes conversation on Twitter, the top participants on Instagram were all fans who liked hundreds of photos tagged #GoldenGlobes. Compare that to an average of 4 tweets per contributor to the conversation on Twitter, fans and publications alike.
The Golden Globes successfully executed their social presence across platforms last night, drawing their engagement on Instagram to new heights using the established platform of Twitter. We can’t wait to see how their social strategy continues to grow and evolve in the next few years!
On Tuesday we looked at the conversation around early #CES2015 tweets, but this year for the first time we also wanted to look at the conversation on other networks.
Photo from Mercedes-Benz USA Instagram account.