2. Consumers want to be Engaged with; not simply
Talked To.

4. Consumers Have the Power

5. Because they Control the Money

6. Social Allows them to Flex!

8. Social Accelerates Word of Mouth

9. They are Talking: Good or Bad

10. Social can Empower Brands to Listen

11. It’s Critical that Brands Listen
58% of Consumers think Brands simply want to sell ANY
product to them versus the RIGHT product
Only 17% of Consumers thought that Brands actually
listened to the input of Consumers
75% of Consumers said that they would view the Brand more
positively if the Brand knew his / her Needs and Interests
84% of Consumers used their personal Network (Family,
Friends, Social Commentary, Review Websites, etc) before
they purchased something new
33% of Consumers said looked more positively at
Brands with a solid Social Presence versus 16% for
Brands that do not
Alterian Brand At Risk Study: 2010

12. ROI #1:
Marketing To
Influencers

13. Brands have Millions of Customers

14. Among those Millions, Who Can Influence?
1 to 1 to Many

15. The New Customer Life Time Value
CLTV = CSV + CRV
Don Peppers –Alterian Summit / 2010

16. Example:

17. Daily Volume – Blue Diamond Growers

18. Share of Voice – Blue Diamond Growers

19. Sentiment – Blue Diamond Growers
I‟m Mad at your I Love your
Brand. brand.

20. View Results – Blue Diamond Growers
Your close friend @HungryGirl commenting about
Almond Breeze. She is a major influencer in social
media!

21. Consumers Interact Via Multiple Channels
so Brands should do the Same

22. Better Engagement Can Help Find
Influencers

23. ROI #2
2011 Alterian Buzz Bowl Findings
Looking Beyond the 30 Second Spot
Hashtag #BuzzBowl
Published by Alterian

24. Looking Beyond the 30 Second Spot
Devise a model that helps
quantify social media in a
way that is useful for
marketing decision making

25. The Super Bowl has become an iconic
symbol of the power of the 30 second spot!
• 111M (US) Viewers – Highest Rated Super Bowl
Ever
• ~$250M spent on the media purchase alone
• 70+ in-game spots spread across 27 pods
• Average paid per spot $3M
• 20 Brands purchased more than 30 seconds of
commercial time

26. Looking Beyond the 30 Second Spot
The Questions for All Brands:
• Was the Investment Worthwhile?
• Can we Quantify the Results?
• How do we Compare to other Advertisers?
• What was the Longevity of the Spot?
The Question for us to Explore:
• Can we use Social Media to Help Answer
Those Questions?

27. Methodology - Three Phases of Social Intelligence
Social conversations take place in
myriad channels. It‟s not just about
grabbing Twitter feeds, but the
1. triangulation of all possible sources
from Facebook, to surveys and
reviews, to industry association
communities, and blogs.

28. Listening - Collecting the right data • Collected
conversations
related to the
Super Bowl and
advertising
• Searched for
results related to
Conversations Taxonomy of the topic, not the
about the Advertising
Super Bowl Terms Brands
• Collected 433,531
conversations
(~40% increase
from 2010)
• Human analysis to
remove „bad‟
433,531 Total Conversations results and
domains

29. Listening - Collecting the right data
• Two Step Process
• Only after collecting “on-
topic” conversations do
Conversations we attribute to the brand
about the • Consistent approach for
Super Bowl
all brands
• Avoids the problem of
Taxonomy some brands having
of more „organic‟ mentions
35 Brands
Advertising
• Use Category Rules to
Terms
automate the process
• Collected 241,318 Brand
Conversations (~55%
increase from 2010)
241,318 Brand Conversations

30. Listening - Three Time Periods
Time Period Dates Days Results
Pregame Dec. 1 – 67 141,142
Feb. 5
Gameday Feb. 6 & 2 200,636
Feb. 7
Postgame Feb. 8 – 27 91,735
Mar. 6
46% of
Conversations
were on
Gameday

31. Methodology - Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It‟s not just about grabbing
Twitter feeds, but the triangulation of all
1. possible sources from Facebook, to surveys
and reviews, to industry association
communities, and blogs.
Collecting data is essential, but it‟s only the
first step in building value. A real point of
2. differentiation is the ability to convert that
into actionable insights. Semantical
analysis is part of this, but so is inclusion of
multi-channel data.

32. Learning Environment
Cost Analysis
Indices
Sentiment
Duration / Intensity
Syndicated Data
Volume

33. Metric 1 - Reach
For each mention:
Mention Author x Factor

34. Metric 2 - Social Engagement Index (SEI)
∑ Brand Reach
x 100
Average Advertisers Reach

35. Metric 3 - Social Sentiment Engagement Index (SSEI)
Mention x Reach x (+/- 1)
x 100
Average Advertisers

36. Metric 4 - Cost Per Social Impression (CPSI)
Brand Social Reach
Media Spend

37. Metric 5 - Longevity Index
Brand Mentions Game + 30
Average Mentions Game + 30

38. Three Phases of Social Intelligence
Social conversations take place in myriad
channels. It‟s not just about grabbing Twitter
1. feeds, but the triangulation of all possible
sources from Facebook, to surveys and reviews,
to industry association communities, and blogs.
Collecting data is essential, but it‟s only the first
step in building value. A real point of
2. differentiation is the ability to convert that into
actionable insights. Semantical analysis is part
of this, but so is inclusion of multi-channel data.
The last phase is to turn those standard metrics
into insights that marketers can use. The best
insights are not useful if it is not understandable
3. in the right hands. A key ingredient to making
social intelligence impactful on marketers is the
UNDERSTAND isolation and elevation of key points.

39. Aggregate Reach
• TV Viewership for the
2011 Super Bowl was
estimated at 111
Million Viewers in the
US
• Conversations about
Chrysler had the
furthest Social Reach
of 116 Million
• The Average
advertiser had a
potential Reach of
20.5 Million
Social Reach shows us that Social Media is large and
important channel. Marketers that can effectively
leverage Social Media can significantly expand the
audience.

40. Most Engaged - SEI

41. Most Loved – SSEI

42. Varying Returns - CPSI
$2,00 $1,94
$1,80
$1,60
$1,43
$1,40
$1,25
$1,20
$1,00
$0,80
$0,80 $0,73
$0,59
$0,60 $0,53
$0,47 $0,46
$0,35 $0,36
$0,40 $0,32 $0,31 $0,33
$0,28
$0,22 $0,24
$0,14 $0,17 $0,14 $0,16
$0,20 $0,12 $0,10 $0,12 $0,13
$0,11
$0,07 $0,06 $0,07 $0,07
$0,06
$0,03 $- $-
$-
Alterian's Cost Per Social Impression (CPSI)
Best: Groupon $0.03 Average: $0.36 per Worst: CarMax $1.94

43. Extending the Connection – Longevity Index
• The long tail concept works well with
Social Media Measurement
• Longevity Index is dominated by the
top 3 Brands – all have greater than
100x average
• 23 Brands had tails below the
average

44. Social Engagement Index – Top 5 Brands
Pregame Gameday Postgame

45. Pregame SSEI
Pregame SSEI shows a
similar pattern – the
top 5 all have a
significant investment
in Social Media.
Indicates a net positive
sentiment for those
brands that leveraged
social media pregame.

46. Gameday SSEI
VW and Chrysler were
most liked on Gameday.
Both had ads that
compelled viewers. VW
leveraged social media,
Chrysler did not.
Groupon saw the
downside of a large
reach, the reaction to
their ad was mostly
negative.
Only 2 brands had more
negative than positive
comments on Gameday

47. Postgame SSEI
The conversation
turned negative
after the game. 10
brands had more
negative than
positive
conversations.
2 Brands
dominated the
positive
conversations: VW
and Chrysler

48. Which Brands Extended the Conversation?
VW leveraged Social Media and
had compelling creative. VW
had greater than average reach
and sentiment before, during
and after the Super Bowl.

49. Groupon – Ad turns negative
Groupon did not leverage Social
Media before the game. The
Groupon ad garnered mostly
negative comments. Could
Groupon have mitigated this with
a pregame Social strategy?

50. Best Buy – What‟s a Bieber
Best Buy – The Justin Bieber
announcement caused a spike in
conversations. But over time the
impact lessened. How could
they have extended the
conversation?

51. Brands Now
Have a Choice

54. Obrigado!!!!!!
Matt Gault / Alterian
Sr. Director – Latin America
Matt.Gault@Alterian.com
Skype: matt_gault
Twitter: @MattAlterian