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Measuring the Effectiveness of Super Bowl
           Advertising using Social Media
                             February 1, 2010
Results Introduction


•   Alterian’s most recent survey indicates over 60% of marketers will spend more
    on social media in the next year.

•   Social Media has emerged as channel for marketers

•   The upcoming Super Bowl gives us an opportunity to monitor all of the
    advertisers and measure the ‘buzz’ associated with each

•   Monitoring social media gives insight into the ‘word of mouth’ associated with
    each advertiser

•   Using SM2 we are monitoring all conversations surrounding Super Bowl
    Advertising and Commercials since 12/1/09

•   Currently tracking 37 advertisers; 35 known advertisers and 2 non-advertisers
Daily Volume


•   We have gathered 51,190 conversations through 1/31/2010

•   Of those, 25,961 (51%) reference at least one of the advertisers in our panel
Results – Number of Mentions



•   The advertiser with the most mentions over the entire period was Pepsi (4463 mentions)
Results – Social Engagement Index



•   The advertiser with the highest SEI over the entire period was Pepsi (Index of 651)
Results – Sentiment Weighted SEI



•   The advertiser with the highest Sentiment Weighted SEI over the entire period was

    Audi (Index of 1010)
Results – Sentiment for Top 5 Advertisers



•   The advertiser with the most positive conversations is Pepsi (358)

•   The advertiser with the most negative conversations is Focus on the Family (282)
Results – Media Sources


•   The top media source was Microblogs (i.e. Twitter) with 24,478 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.’

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Super Bowl Social Media Results 1 Feb 2010

  • 1. Measuring the Effectiveness of Super Bowl Advertising using Social Media February 1, 2010
  • 2. Results Introduction • Alterian’s most recent survey indicates over 60% of marketers will spend more on social media in the next year. • Social Media has emerged as channel for marketers • The upcoming Super Bowl gives us an opportunity to monitor all of the advertisers and measure the ‘buzz’ associated with each • Monitoring social media gives insight into the ‘word of mouth’ associated with each advertiser • Using SM2 we are monitoring all conversations surrounding Super Bowl Advertising and Commercials since 12/1/09 • Currently tracking 37 advertisers; 35 known advertisers and 2 non-advertisers
  • 3. Daily Volume • We have gathered 51,190 conversations through 1/31/2010 • Of those, 25,961 (51%) reference at least one of the advertisers in our panel
  • 4. Results – Number of Mentions • The advertiser with the most mentions over the entire period was Pepsi (4463 mentions)
  • 5. Results – Social Engagement Index • The advertiser with the highest SEI over the entire period was Pepsi (Index of 651)
  • 6. Results – Sentiment Weighted SEI • The advertiser with the highest Sentiment Weighted SEI over the entire period was Audi (Index of 1010)
  • 7. Results – Sentiment for Top 5 Advertisers • The advertiser with the most positive conversations is Pepsi (358) • The advertiser with the most negative conversations is Focus on the Family (282)
  • 8. Results – Media Sources • The top media source was Microblogs (i.e. Twitter) with 24,478 results
  • 9. 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.’
  • 10. 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.’