The 2011 Super Bowl winner is selected by the masses on the Social Web

1. The Passion of the Fan Super Bowl Edition Using the hype from the Social Web to select a Super Bowl Champion Jeff Esposito JeffEsposito.com

3. Mediums included:

4. Blogs

5. Forums

6. Traditional news sites

7. Twitter

9. Picking the winners 4 People havemany methods for season predictions, I used social buzz to select the NFL Champion. My formula equally weighs five variables to predict the top team in the league. These variables include conversation share, positive conversation share (mentions sentimented positive by the tool), negative conversation share (mentions sentimented negative by the tool), SIM score and Net Promoter Score. To select the champion, I ranked each variable on a 1-2 scale (with negative conversation share counting negative 1-2) with the top team receiving two points while the other team received one point. The team with more points is my predicted Super Bowl champion. In the case of a tie, the overall mentions served as a tiebreaker.

10. Postseason Buzz 5

11. Green Bay Packers 6

12. Green Bay Packers 7

13. Pittsburgh Steelers 8

14. Pittsburgh Steelers 9

15. Matchups 10

16. Conversation Share 11

17. Positive Conversation Share 12

18. Negative Conversation Share 13

19. NPS 14

20. SIM Score 15

21. And the winner is… 16

22. Green Bay Packers After taking the lead in three of the five categories, Aaron Rodgers and the Green Bay Packers were dubbed the Super Bowl Champions by the score of 5-4 by the Social Web. 17 Image - Wikipedia

23. About this report This report was compiled using Scout Labs. The account was provided to me for research purposes. The NFL and Social Media are two things that I am passionate about. I did the research for this report to see if this online passion and buzz had any relation to on-field performance. I figured using numbers was a better predicting tool than saying I like this team or mascot X is tougher than mascot Z. All team names and league marks appearing in this document are trademarks or registered trademarks of the National Football League or individual teams. 18

24. About this report About Jeff Esposito Jeff Esposito is a public relations professional with a passion for social and conversational media and writes on both topics on JeffEsposito.com. He earned his PR stripes working in the professional sports world. Jeff is currently a public relations manager at Vistaprint, a leading online provider of professional marketing products and services to micro businesses. He is responsible for the day-to-day management, development and growth of the company's social media properties and campaigns. He is also active in a number of other communications areas for Vistaprint, including marketing communications and PR. The information and findings are from Jeff Esposito and do not reflect the opinions of his employer or Scout Labs. If you would like more information on this report or would like to contact me, please visit: http://jeffesposito.com/about/ 19