The document analyzes social media data from the 2011 Super Bowl to evaluate the effectiveness of advertiser's social strategies. It found that (1) conversations about some ads had reach of over 100 million people, far more than the TV audience; (2) Volkswagen and Chrysler generated the most positive engagement both during and after the game due to their compelling ads and social media use; (3) brands that used social media strategically before and after the game were able to significantly extend the lifespan of their campaigns. The analysis demonstrates how social media can help quantify and maximize the impact of big marketing events like the Super Bowl.

1. 2011 Alterian Buzz Bowl Findings
Looking Beyond the 30 Second Spot
Published by Scott Briggs, Strategic Solutions, Alterian

2. Agenda
• Motivation
• Methodology and Metrics
• Results (12/1/10 – 3/6/11)
• Insights and Analysis

3. Making Honey
Social Intelligence
“The management and analysis of customer
data from social sources, used to activate
and recalibrate marketing programs.”
– Zach Hofer-Shall Defining Social Intelligence)

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

5. Super Reach
The Super Bowl has become an iconic symbol of the power of the 30 second
spot. The Super Bowl still attracts advertisers and viewers alike. In the
biggest media event of the year for brands and networks the world gathers
not just to see the game, but also the best the creative agencies have to offer.
• 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

6. 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?

7. Agenda
• Motivation
• Methodology and Metrics
• Results (12/1/10 – 3/6/11)
• Insights and Analysis

8. Methodology - 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.

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

10. Listening - Collecting the right data
• Two Step Process
Conversations • Only after collecting “on-
about the topic” conversations do
Super Bowl we attribute to the brand
• Consistent approach for
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

11. 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

12. Listening – Sentiment Analysis Approach
A key component of Social Media Monitoring is Sentiment Analysis.
Sentiment Analysis has many well-documented challenges. When performing
a comparative analysis like Buzz Bowl those challenges are magnified. For
that reason, we employed a hybrid approach of automated and manual
analysis for improved accuracy.
1. Using SM2‟s automated analysis we rated every result for
sentiment
2. We selected a random set of posts for each brand to evaluate the
sentiment manually
3. We created a list of words that either needed to be removed or
added to the standard sentiment dictionary
4. We made 29 adjustments to the positive and negative dictionaries
5. Executed the sentiment analysis again with the edited dictionaries

13. Methodology - 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.

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

15. Metric 1 - Reach
Reach is an important concept for social For each mention:
media analysis because it helps bridge
social measures into the parlance of Mention Author x Factor
traditional marketing measurement. (tied to specific channel)
To calculate this, we analyze each result
whereby for a given author, in a given
channel we attribute how many eye balls
potentially saw that mention. We do this
using the SM2 popularity measure which
can translated into potential views. This
accounts for the likes of a Charlie Sheen
having far greater reach than the typical
Joe.

16. Metric 2 - Social Engagement Index (SEI)
Estimates the social reach of a brand by
taking the count of mentions and factoring ∑ Brand Reach
based upon the popularity of the author x 100
(as described under reach). Average Advertisers Reach
Indexing then enables easy comparison
between the brands. This is
accomplished by dividing a brands
potential reach by the overall average and
finally by multiplying by 100. Following,
any score of less than 100 indicates a
brand that scored below the average.

17. Metric 3 - Social Sentiment Engagement Index (SSEI)
Similar calculation to the SEI, but adds an
additional element of sentiment whereby ∑ Mention x Reach x (+/- 1)
reach score is adjusted positively for a x 100
good comment, but negatively for a poor Average Advertisers
one.
Again the brands have been indexed
against 100, but here a brand can actually
achieve a negative score. Anything less
than 100 indicates a below average
sentiment, while a score less than 0
indicates a net negative sentiment.

18. Metric 4 - Cost Per Social Impression (CPSI)
A commodity that nearly all marketers deal
in is impressions. Tracing back to roots in Brand Social Reach
RFM we‟ve been schooled on building
awareness by efficiently generating Media Spend
impressions. It‟s not the overall spend
that‟s important, but the cost per
impression.
With the CPSM model what we‟ve done is
take each brand‟s media spend and
divided by their total reach. Like other
CPx models, understanding relative
performance will take time to develop
historical benchmarks. Looking at the
Super Bowl alone brands that generated
better than $.36 per impression beat the
average.

19. Metric 5 - Longevity Index
Decay is another important factor for
brand advertising. Stated more simply, ∑ Brand Mentions Game
Game + 30
this refers to the declining effect a given Game
ad has moving forward in time after its Average Mentions Game + 30
execution. This additional reach can also
be termed the long tail.
For this measure, we compare the slope
of decline in the tails for each brand
compared to the average slope for all
brands. Indexed at 1, the lower the score
indicates the more rapid the drop off, while
the higher number points to a fatter tail,
and more extended engagement.

20. 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
3. insights are not useful if it is not understandable
in the right hands. A key ingredient to making
social intelligence impactful on marketers is the
UNDERSTAND isolation and elevation of key points.

21. Agenda
• Motivation
• Methodology and Metrics
• Results (12/1/10 – 3/6/11)
• Insights and Analysis

22. 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.

23. Most Engaged - SEI

24. Most Loved – SSEI

25. 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

26. 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
$0.20 $0.12 $0.14 $0.12 $0.17 $0.13
$0.11 $0.14 $0.16
$0.07 $0.10 $0.07 $0.07
$0.06 $0.03 $0.06
$- $-
$-
Alterian's Cost Per Social Impression (CPSI)
Best: Groupon $0.03 Average: $0.36 per Worst: CarMax $1.94

27. Agenda
• Motivation
• Methodology and Metrics
• Results (12/1/10 – 3/6/11)
• Insights and Analysis

28. The Social Bowl?
"I continued to hear that was the wrong
way to go. But if you want to be part of the
national discussion, you not only have to
be on the Super Bowl, but you have to fully
leverage social media.“ -- VW marketing
chief Tim Ellis
(http://www.usatoday.com/money/advertising/admeter/2011-02-08-admeter08_ST_N.htm)

29. Was it The Social Bowl?
By looking at the data in the 3 distinct time periods we can measure the
impact of the top Brands before, during and after The Super Bowl.
• The Potential Reach data indicate a significant audience in Social
Media
• Many brands leveraged Social Media before and during the game
• VW posted ad on YouTube
• Mercedes “Twitter Fueled Race”
• Audi created a Twitter Hashtag
• Doritos/Pepsi “Crash the Super Bowl” promotion
• Anheuser Busch Facebook Promotion
Did Social Media Extend the Impact of the Advertising?

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

31. 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.

32. 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

33. 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

34. 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.

35. Chrsyler – Imported from Detroit
Chrysler did not leverage Social Media as
much as some other brands. However a
compelling ad led to greater than average
reach and sentiment during and after the
Super Bowl.

36. 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?

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

38. Motorola – Extending the Conversation
Motorola did not leverage Social Media as
much as other brands. However, the
conversation for Motorola turned positive
during and after the game.
SEI Rank SSEI Rank
Pregame 12 35
Gameday 6 6
Postgame 13 3

39. Summary
• The social channel provides the opportunity for significant mirroring of
media campaigns
• A powerful ad on its own can generate significant buzz
• The combination of both compelling creative and leveraging social media
can expand the reach of mass media
• Successful campaigns can expand awareness and can nearly double
the reach of the primary channel
• Social media can slow decay and extend the lifespan of a campaign and
dramatically impact overall performance
• Sentiment plays an important role – pointing to the power of the
emotional brand connection, even in the social space

40. Questions About the Data?
Scott Briggs
Director, Strategic Solutions, Alterian
scott.briggs@alterian.com
+1 312 884 5236
www.twitter.com/scott_briggs

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