According to the 400,000 tweets monitored by BrandBowl2012, Doritos was the most effective brand to advertise on the Super Bowl telecast on the NBC this year. Brand Bowl ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl commercials.
Doritos won with its "Crash the Super Bowl" consumer-generated commercials. One spot featured a dog who bribed a man with Doritos to conceal the whereabouts of the family cat. A second spot featured a grandmother who sling-shots a baby in a swinging seat toward a tree fort to grab a bag of Doritos from a little boy. The second and third place overall finishers were Swedish apparel retailer H&M featuring hottie soccer star David Beckham modeling underwear, and Chrysler, with a powerful message about the American economic recovery. The Chrysler commercial starred legendary actor/director Clint Eastwood.
There will be no shortage of online destinations follow Super Bowl chatter, social and otherwise. You can check out a fairly comprehensive list here. Two we'd like to touch on are the BrandBowl, a partnership between Mullen, Radian6 and Boston.com and Deep Focus' Super Bowl of Social Media.
In its fourth year, Brand Bowl will gauge the social chatter surrounding the ads in the game and rank each ad based on its social profile according to the number of tweets a brand gets along with the sentiment of the tweets.
It's widely known tailored online customer experiences based on customer profiling will lead to higher engagement and increased conversion. Look at Apple, Google, Microsoft and Facebook. All of them are directly involved in building customer profiles. Apple has its iTunes store, where it collects customer data and serves as intermediary to other companies selling music and apps. Google's entire business model is built around collecting customer profiles through its free search engine and through Picasa, Google Docs and Android. And Facebook's entire reason for being, apart from giving you a great social experience, is to collect all they can about users so it can serve relavant ads.
What's your customer profile strategy? Do you even have a strategy? Do you even have a database of customer profiles? If not, read on to find out how to leverage customer profiles. And if so, read on anyway. You just might find out how to do it better.
Download this white paper today and learn:
- Strategic lessons from Facebook
- How Facebook leverages customer profiles
- How profiles fuel Online Engagement
- Building your own profiling strategy
Hey everyone's doing it so why not a social media agency looking to get some ink around Super Bowl hype? Seattle-based social media agency Banyan Branch has put together this infographic examining the buzz leading up to this year's game. Data was collected between December 30 and January 29. Some highlights:
- Quarterbacks captured the majority of the conversation buzz - most of which was football related (though Tom Brady also has some conversation around his personal life mixed in)
- Tom Brady generated the most conversation and yielded more yards than Eli Manning
- Receivers for both teams also generated a fair amount of buzz primarily due to their own activity on the channel there was no correlation between the volume of Twitter traffic and statistical performance on the field
- People like to talk about the Giants, but the Patriot players individually get more attention, including the coaches
And there you have it. Now stop wasting time and get back to work.
The team at Radian6 compiled their most-shared posts from 2011 into this eBook.
Use these 30 ideas to:
- Go beyond a grab-bag of tactics to become a truly social business
- Gain valuable business intelligence by listening intelligently to your community, industry and competitors
- Crowdsource fresh ideas from your biggest fans
- Use a social media crisis to turn frustrated clients into lifelong brand advocates
- Identify which tactics are working using smart analytics
Download the free eBook here
Venables Bell & Partners is out with their annual Super Bowl study to see "what Americans will be doing around the water cooler this year." And in keeping with the current meme du jour, the study is accompanied by an infographic representaion of the findings.
Last year, almost one in five (19%) of Americans searched for ads before the game, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of YouTube and media sources as the lead destination to find ads.
This year, more than a third (36%) of Americans plan to share their favorite ad via social media. Of that group, 87% will share via Facebook, ahead of emailing with a YouTube link (6%) and Twitter (4%). Doing a little math, this means that if 111 million people watch this year's game, there could be 35 million posts on Facebook about Super Bowl advertising. And if the average Facebook user has 130 friends, those collective posts could result in over 4.5 billion incremental impressions.
This is big. A new forecast from eMarketer states online spend will pass print for first time in 2012. US online advertising spending, which grew 23% to $32.03 billion in 2011, is expected to grow an additional 23.3% to $39.5 billion this year pushing it ahead of total spending on print newspapers and magazines, according to the report. Print advertising spending is expected to fall to $33.8 billion in 2012 from $36 billion in 2011.
eMarketer's previous US online advertising forecast from July 2011 forecasted 20.2% growth to $31.1 billion in 2011. Stronger than expected results from major industry players and the IAB/PwC benchmark through the first three quarters of 2011 contributed to the upward revision.
A recent Vizu-sponsored Digiday survey of 450 advertising executives and marketers found 60 percent of online budgets will be allocated to brand advertising in 2012, an indication spending on online branding may surpass spending on direct response advertising for the first time in the coming year. Top findings from the study:
- 64 percent of marketers plan to increase their online brand advertising budgets in 2012, with 22 percent saying they will increase spending by more than 20 percent.
- In contrast, only 56 percent of marketers plan to increase their online direct response advertising budgets in 2012, with only 15 percent saying they will increase spending by more than 20 percent.
- Additionally, 60 percent of marketers responding indicated they are allocating dollars away from direct response to brand advertising initiatives.
Of the findings and in a statement that is sure to spark debate over what some see as the attempt to fit a square peg in a round hole, Vizu CEO Dan Beltramo said, "These growth predictions are clearly optimistic, but very encouraging nonetheless. There's still more that needs to be done in order to realize those numbers and make online the medium of choice for brand advertisers. I believe that when brand advertisers understand that their online ads can now be measured and optimized using classic offline brand metrics such as awareness and purchase intent, we will see a further growth in their online ad budgets."
The Social Commerce Summit is out with a white paper, Social Commerce Trends Report. In the report, part of our white paper series, industry luminaries Clay Shirky, Jeremiah Owyang, and Facebook's Dan Rose discuss what works and what's next in social. The information is pulled from the 2011 Social Commerce Summit held last year. Successes and failures from brands like P&G, Best Buy, L.L.Bean, and Rubbermaid were shared and predictions as to what the next round of "innovation in customer-centric business" were presented.
Core themes at the conference and in the white paper focus on how businesses are profiting from the evolution of social. You can grab the white paper here.
It seems a an increasing number of people are opting for the couch versus the crowd come Black Friday. IBM's fourth annual Black Friday Benchmark study which gauges online shopping found year over year Thanksgiving Day sales were up 39.3 percent with Black Friday sales up 24.3 percent.
Mobile devices accounted for 10.2 percent of Black Friday shopping with the iPhone and iPad topping the mobile device list with 5.4 percent and 4.8 percent. 9.8 percent of all online Black Friday sales were completed through a mobile device. Although sure to increase in future years, social networks accounted for 0.53 percent of online sales.