Which NCAA College Football team has the most active fans in social media? We asked our analysts to dive into social data and uncover the answer for us. As it turns out the answer isn’t that simple. Each audience – Moms, Millennials, Beer Drinkers, Auto Enthusiasts – all have their own top 10.

1. SOCIAL INTELLIGENCE REPORT
LADY GAGA
SOCIAL INTELLIGENCE REPORT

2. SOCIAL INTELLIGENCE REPORT
ABOUT THIS REPORT
Networked Insights’ Social Intelligence Reports explore topics, brands, themes and celebrities to uncover
consumer trends and insights to inform decision making by marketers, brand managers and their agencies. In
this report, we examine celebrity endorsement and product placement related to the music artist Lady Gaga.
The data for this report was gathered from March 1 through the end of May 2011.
For decades celebrity endorse-
ment has proven to be a
successful tactic to influence
consumer preference.
Omnicom’s Dave Brown Enter-
tainment offers brand market-
ers and advertising agencies an
independent index to quantify a
celebrity’s ability to influence
brand affinity and purchase
intent. Additionally, marketers
have recently seen growth in
product placement as repre-
sented in the upcoming James
Bond film, which contains $45
million worth of product place-
ment. Music videos have grown
to be about a $15 million prod-
uct placement industry, allow-
ing brands to align their prod-
ucts with artists who appeal to
their target consumer.
How do you
find the
right fit for
your brand?
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

3. SOCIAL INTELLIGENCE REPORT
DON’T BE LEFT STARSTRUCK
Consumer insights derived from the social web also can help you decide whether you’re investing enough in
the product placement to stand out. For example, Lady Gaga has an extraordinary number of sponsors, includ-
ing Virgin Mobile, HP, Diet Coke, Compari, Chanel, Alexander McQueen, Phillip Stark, Nintendo, Burberry,
Chevrolet, Polaroid, Miracle Whip and Wonder bread — just to name a few.
So in a video cluttered with
other products, will your
brand be lost?
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

4. SOCIAL INTELLIGENCE REPORT
IS LADY GAGA RIGHT FOR YOUR BRAND?
Today, the clear leader among music artists attracting brands for product placements is Lady Gaga, so we
chose her for a special analysis project spanning all facets of the social web. The objective of this social intelli-
gence report is to show how well consumer insight gleamed from the Internet can inform decisions about
choosing a celebrity, assessing Lady Gaga’s video content, embedding a brand in her video and gauging the
benefits to be derived from that.
Usually, when marketers talk about product placements, they base their decisions on what they think is popular
– the classic “gut feel” approach. In the past, they haven’t had a definitive or particularly fast way to learn how
people actually feel about someone like Lady Gaga. Yet such insights can be critical if your company has very
strict brand requirements or a particular image to uphold in the market — for example, staunchly conservative
vs. intentionally flamboyant.
“I just went to
my first Gaga
concert in
February
(thanks Virgin
Mobile!) and I
have to say,
Gaga fans know
how to bringthe
fierce.”
from collegefashion.net
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

5. SOCIAL INTELLIGENCE REPORT
DOING IT FOR THE FAME
The time frame during which we collected and analyzed data was one of particularly high activity for Lady Gaga,
including her appearance on American Idol, new album release, and a number of other appearances and
events. The data revealed that she has a very strong, solid, loyal fan base that drives a lot of positive sentiment.
At the same time, she is very polarizing — in fact, 39 percent of comments captured during that three-month
period were negative, containing comments like “copycat,” “bizarre image,” “don’t understand why she’s
famous” and “not really talented.” It’s fascinating how much persistent negative sentiment surrounds this super-
star compared to others we track.
When you’re thinking about product placement with an artist like Lady Gaga, you want to weigh both aspects
of sentiment. Yes, she has a No. 1 album. Yes, she’s touring, is very successful and is on hit television shows and
covers of magazines. But she also stirs a lot of controversy.
How might this
affect perception
of your brand?
39%
Is anyone
32%
POSITIVE
NEGATIVE
watching Lady
Gaga on HBO?
I love her
attitude, fashion
sense, voice... Lady Gaga is
-jezebel.com a cheap Madonna
copy. Honestly,
who takes her
seriously...
-music-mix.ew.com
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

6. SOCIAL INTELLIGENCE REPORT
WHAT’S IN YOUR WALLET?
THE DATA PRODUCED ANOTHER INTERESTING NUGGET:
The household income of the most vocal Lady Gaga fans is $25,000 to $75,000. This begs a question
about your target market — if yours is a very high-end brand, will a product placement in a Lady Gaga
music video help?
Can her fans even
afford your product?
GENDER
FEMALE 52%
MALE 48%
AGE
0-17 8%
18-24 8%
25-34 19%
35-44 28%
45-54 22%
55-64 10%
65+ 4%
EDUCATION
LESS THEN HS 12%
HIGH SCHOOL 10%
SOME COLLEGE 44%
BACHELOR’S DEGREE 25%
GRADUATE DEGREE 11%
HOUSEHOLD INCOME
$0-$24,999 9%
$25K-$49,999 30%
$50K-$74,999 30%
$75K-$99,999 17%
$100K-$149,999 10%
$150K+ 5%
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

7. SOCIAL INTELLIGENCE REPORT
MONSTER TRENDS
ENGAGEMENT TRENDS
5000 A
4000 C
3000
2000
B FANS
SOCIAL MEDIA
COPYCAT
1000 OFFENSIVE
0 PHILANTHROPY
11/29 12/14 12/29 1/13 1/28 2/12 2/27 3/14 3/29 4/13 4/28 5/13
ENGAGEMENT PEAKS
A. 2/11 “BORN THIS WAY” SINGLE RELEASED
B. 4/19 “JUDAS” SINGLE RELEASED
C. 5/5 “JUDAS” VIDEO DEBUTS
The verbatim comments and phrases that bubbled to the surface of the data analysis were interesting, too.
There were many references to Madonna and Katy Perry — in fact, constant comparisons. Both of those
artists are extremely controversial in their own right. Madonna built her career on controversy, and she had
a hard time attracting endorsement opportunities, which may have paved the way for artists like Lady Gaga.
Katy Perry has gone a different route with skin creams and other products. So it’s interesting to see how
similar the three artists are in terms of generating controversy and yet how different the story is when you
look at the brands that attach themselves to these icons.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

8. SOCIAL INTELLIGENCE REPORT
MIGHTY BIG WORDS
Our report also features a “tag cloud” — a list of keywords that continuously pop up during data analysis on
a given topic. The physical size of the word indicates how frequently it appears in the results. With Lady
Gaga, you see words like “born” from her song “Born This Way.” You see the words “fan” and “goo.” With
another artist like Katy Perry, you see “pretend,” “Kate,” “naked.”
If you compare the results for another artist who is slightly more conservative, such
as Sarah McLachlan, for example — she probably generates words like “album” and “love.” So in an instant
visual, you can see all of those keywords that are attributed to someone — and those keywords will provide
strong clues about the type of audience that artist attracts.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

9. SOCIAL INTELLIGENCE REPORT
MAINTAINING LONG-DISTANCE RELATIONSHIPS
Zynga
“It’s Lady Gaga inspired!!!
May 17 to May 19 it will be
GagaVille! So ready for all the
loony stuff Ibet they’ll have! “
– www.farmvillefreak.com
Polaroid
“…the brand-new 3D polaroid
(Lady Gaga gives photography
a new dimension).”
– drysafemarker.tumblr.com
58% 14% 11% 11% 6%
ZINGA POLAROID VIRGIN GILT.COM OTHERS
MOBILE
Looking at “share of voice” during this analysis time frame, Lady Gaga was working with brands such as Virgin,
Gilt.com, Polaroid and Zynga. Zynga was developing her GagaVille app, and that app was announced during
this period. She has had a long- standing relationship with Virgin, and she often gives away mobile phones to
the crowd in the audience. So you have a very happy audience with cell phones in hand posting on social
media sites about how happy they are. At the same time, they’re implicitly and explicitly promoting Lady
Gaga’s sponsors. It’s a perfect marriage of the two.
So this type of activity adds another
dimension to celebrity endorsement
and product placement.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED

10. SOCIAL INTELLIGENCE REPORT
DON’T CHOOSE A JUDAS
THE KEY TAKEAWAY FROM ALL THIS:
Product placements are a growing trend, and while
there are many potentially positive opportunities
associated with that, there are some strong poten-
tial pitfalls as well. And with the unprecedented
amount of media coverage, access to information
and levels of social sharing, there is an increased
need for visibility in real time around celebrities
associated with a brand. So marketers should fully
underst and and weigh the risks before they make
decsions. Social intelligence can help you do both,
giving you the insight you need to enter into a
celebrity relationship with your eyes wide open
rather than going gaga over the opportunity and
regretting it later.
Questions about this report? Interested in
learning how to start translating real-time
insights into action?
Contact us
646-545-3900
hello@networkedinsights.com
www.networkedinsights.com
@netinsights
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED