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With social media channels emerging, marketers planning to increase spend over the next year (60 percent according to Alterian’s recent survey [imbed link in text]) and the Super Bowl 2010 approaching, Alterian took the opportunity to monitor the advertisers of the upcoming event to measure the ‘buzz’ that is associated with each brand’s commercial. As social media has become the new measurable ‘word of mouth’ indicator, on 12/9/2009 Alterian began monitoring conversations, more than 185,000, surrounding the Super Bowl advertising that consisted of 37 advertisers (35 known advertisers and two non-advertisers). To help further understand these results Alterian developed a ‘Social Engagement Index’ to measure the volume and potential reach of conversations about each advertiser in order to understand their preliminary effectiveness in the social media universe.
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Measuring the Effectiveness of Super Bowl Advertising using Social Media
Day Two ResultsFebruary 9, 2010
Results Introduction
• Alterian’s most recent survey indicates over 60% of marketers will spend more on social
media in the next year.
• Alterian tracked a final panel of 46 advertisers (44 of which advertised during the Super
Bowl.)
• In total Alterian collected 185,835 conversations from December 1, 2009 through
February 8, 2010 using the Alterian SM2 social media monitoring application
• To provide the highest quality of conversations, Alterian limited all conversations to be
relevant to Super Bowl Advertising.
• For comparative purposes, Alterian is releasing results for both the entire period from
12/1/09-2/7/10 and just for Super Bowl Sunday.
• Alterian is releasing data on Total Number of Mentions, Social Engagement Index (“SEI”),
Social Sentiment Engagement Index (“SSEI”), channel usage and sentiment
Top Line Findings
• Google took over the top spot on Super Bowl Sunday in terms of the Social Engagement
Index.– Google holds the top spot in SEI for the entire period and for Super Bowl Sunday
• Prior to Super Bowl Sunday Pepsi held the top spot in SEI, after Super Bowl Sunday
Pepsi fell to third behind Google and Focus on the Family.
• When accounting for sentiment in the index, Doritos was first for the entire period and
Doritos was first on Super Bowl Sunday– Other Strong Performers on Super Bowl Sunday were Google, Mars\Snickers and Boost Mobile
• Doritos had the most positive conversations
• Focus on the Family had the most negative conversations
• The most used channel was Twitter with 67% of all conversations
Results – Number of Mentions 12/1/09 – 2/8/10
• The advertiser with the most mentions over the entire period was Focus on the Family (10,133
mentions)
Results – Social Engagement Index 12/1/09 – 2/8/10
• The advertiser with the highest SEI over the entire period was Google (Index of 748)
Results – Sentiment Weighted SEI 12/1/09 – 2/8/10
• The advertiser with the highest Sentiment Weighted SEI over the entire period was Doritos (Index of
676)
Results – Sentiment 12/1/09 – 2/8/10
• The advertiser with the most positive conversations is Doritos (1,026)
• The advertiser with the most negative conversations is Focus on the Family (831)
Results – Media Sources
• The top media source was Microblogs (i.e. Twitter) with 185,835 results
Social Engagement Index Explained
• Alterian has developed a ‘Social Engagement Index’ which measures both the volume
and potential reach of conversations about a advertiser.
• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’ potential of
each conversations– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the
individual making the comment
– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more than 5,000
followers
• The index is calculated by summing the popularity score for each conversation for each
advertiser.
• The final value is then calculated by indexing the popularity score against the average
popularity of all advertisers.
• A score of 100 would indicate the “Average Super Bowl Advertiser.’
Sentiment Index Explained
• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.
• The Sentiment Index takes into account three measures for each brand to determine the ‘sentiment
reach.’
• The three measures are the total number of conversations, the popularity of the conversations, and the
sentiment of the conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the
individual making the comment
– Each conversation is rated for tone as being either Positive, Negative, or Neutral.
• For calculating the index, a positive comment is assigned a value of +1, a negative comment is
assigned a value of -1 and a neutral conversation is assigned a zero.
• The index is calculated by multiplying the sentiment value by the popularity score for each
conversation and then summing those values for each advertiser.
• The final value is then calculated by indexing the sentiment score against the average sentiment score
of all advertisers.
• A score of 100 would indicate the “Average Super Bowl Advertiser.’
Results – Number of Mentions Super Bowl Sunday
• The advertiser with the most mentions on Super Bowl Sunday was Google (6,921 mentions)
Results – Social Engagement Index Super Sunday
• The advertiser with the highest SEI on Super Bowl Sunday was Google (Index of 1703)
Results – Sentiment Weighted SEI Super Sunday
• The advertiser with the highest Sentiment Weighted SEI on Super Bowl was Doritos (Index of 847)
