2010 11-30 black friday hot topic

A Great DEAL of ExpectationsThe Buzz around Black Friday & Cyber Monday Deals on Social Media

Presented By: Jim Reynolds

Strategic Account Manager – SM2

@jimmyrey

Search Setup In Alterian SM2

Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy, Toys R Us and Target

Topic Focus: Black Friday & Cyber Monday

Date Range(s): 11/1/2009 – 12/3/2009 & 11/1/2010 – 11/19/2010 (We will be collecting data through December 3rd and publish an update shortly after)

Locations / Languages: All Countries & Languages

2009 Daily Volume – All Topics

Analysis

• Total of 50k social media mentions

• Volume of conversation picks up dramatically Thanksgiving week and peaks on Black Friday

• Second largest spike occurs on Cyber Monday

2009 Black Friday vs. Cyber Monday

Analysis• In 2009, Black Friday definitely led the overall conversation with 87.5% of the

chatter


Analysis


• Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were last year

• The spikes correlate to early previews of deals


Analysis – UPDATE 11/30/2010


• Our assumption was correct that Cyber Monday / Black Friday 2010 was talked about more than in 2009

• The peak of 51k is greater than all 2009 mentions


Analysis• In 2010, Black Friday chatter is dominating the overall conversation. This is

expected since promotions have not yet been released or leaked


Analysis – UPDATE 11/30/2010• Overall Black Friday 2010 mentions increased over 2009

2009 Share of Voice Total – All Topics

Analysis

• Media Types Other 38% (Primarily deal sharing sites and mainstream media)

• Microblogs 27% (Twitter + Clones)

• Message Boards 16% (Discussions about best deals from retailers)

• The rest amounts to less than 10%

2009 Share of Voice Trend – All Topics

Analysis• Media Types Other & Twitter traffic is identical up until Black Friday • Media Types Other remain active in deal discussion while Twitter traffic simply drops off• Message boards follow a pattern similar to that of Twitter


Analysis

• Microblogs 47% (Major jump from last year)

• Message Boards 18% (over 2% increase from last year)

• Media Types Other 17% (More than 20% drop in mentions)

• Social Networks 10%

• All others 5% or less


Analysis• Microblog mentions spike based on ads or leaks of upcoming deals• Social Networks appear to follow a nearly identical pattern to Microblogs• Message boards seem to slowly build momentum as people are discussing deals more

frequently with the approach of Black Friday & Cyber Monday



• Microblogs 39% (Drop of nearly 10% from early analysis)

• Social Networks 29% (Increase of nearly 20%)

• Message Boards 13% (Drop of 5% from early analysis)

• Media Types Other 12% (Drop of 5% from early analysis)


Analysis – UPDATED 11/30/2010• Microblog mentions surge during Black Friday and diminish during Cyber Monday• Social Networks became a major factor leading up to Black Friday lead the conversations

during Black Friday• Message boards peak during black Friday.

2009 Retailer Comparison

Analysis

• Walmart: 29%• BestBuy: 22%• Target: 18%• Toys ‘R Us: 8%• Sears: 6%• Macy’s: 5%• Kohl’s: 4.7%• Kmart: 4%• JC Penney: 2.5%


Analysis• Overall, all retailers followed the same patterns in 2009 with pre-Black Friday spikes

correlating to leaks of deals• On Black Friday/Cyber Monday, Walmart, Best Buy and Target pulled ahead, followed by

Toys ‘R Us

2009 Topic Analysis – Black Friday

Analysis• Majority of social media chatter was focused on deal-related terms• Product group mentions focused on Blu-Ray, HDTV & Laptop• Interesting sub topics around waiting, wait, door buster

2009 Topic Analysis – Cyber Monday

Analysis• Unlike Black Friday, Cyber Monday was definitely more product-focused with multiple

brand mentions (Nintendo, Apple, Wii)• Product group mentions focused on games, netbook, laptop


Analysis

• Walmart: 32% UP• Target: 20% UP• Best Buy: 19% DOWN• Sears: 8% UP• Toys ‘R Us: 7% DOWN• Kohl’s: 4% DOWN• Kmart :3.6% DOWN• Macy’s: 4% DOWN• JC Penney: 1% DOWN


Analysis• The overall trend in 2010 is very different than the trend in 2009 so far; there is a lot

more activity as deals start to leak • As we get closer to Black Friday/Cyber Monday, we predict that the race will be between

Walmart, Best Buy and Target



• Walmart: 36% UP• Target: 21% UP• Best Buy: 17% DOWN• Toys ‘R Us: 8% DOWN• Sears: 5% DOWN• Kohl’s: 4% SAME• Macy’s: 3.8% DOWN• Kmart : 3% DOWN• JC Penney: 1%

DOWN


Analysis – UPDATE 11/30/2010• The 2010 trend normalized and follows a similar pattern to 2009• As predicted the race was between Walmart, Target & Best Buy but Toys R Us gave Best

Buy a challenge on Black Friday

2010 Topic Analysis – Black Friday

Analysis• Majority of social media chatter is focused on Target and Walmart, with other large

topics centered on deals• Product group mentions focused on mobile phones (new for 2010), appliances (new for

2010), games (new for 2010), Laptop and HDTV

2010 Topic Analysis – Cyber Monday

Analysis• Early Cyber Monday chatter is focused on signing up for access to sneak peeks of Cyber

Monday deals• Similar to 2009 topics, Cyber Monday is definitely more product-focused than is Black

Friday

SummaryOverall

• People seem to love sharing and discussing deals in social media. From reviewing the data, we can conclude that consumers enjoy the hunt of a great price just as much as getting a great deal

• As highlighted by the analysis for 2010, people are using social media to identify the best deals and are not afraid to mention products by name. This could be a huge opportunity for assertive companies to market products in social media around the holiday season

• As data continues to update, feel free to watch along via our public dashboards• 2010 Retailers – Ranking mentions of all retailers hourly• http://bit.ly/2010retailers• 2009 vs. 2010 Black Friday, Cyber Monday - Ranking cumulative mentions &

social media channels of Black Friday & Cyber Monday hourly • http://bit.ly/2010blackfriday• http://bit.ly/2010cybermonday

http://bit.ly/2010retailers

http://bit.ly/2010retailers

http://bit.ly/2010blackfriday

http://bit.ly/2010blackfriday

http://bit.ly/2010cybermonday

http://bit.ly/2010cybermonday

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2010 11-30 black friday hot topic