Social Media more and more is becoming a data source to help brands understand consumer behaviors and interests. For this year’s Oscars the social chatter revealed some stimulating data-points that we’re interesting, but not necessarily actionable for brands and advertisers. Using a proprietary Topic Discovery Engine, Networked Insights dove into the social conversations to uncover information brands could leverage.

1. NETWORKED
INSIGHTS
Fueling Intelligent Brands

2. How to choose a Celebrity Endorser from
the Annual Academy Awards
Social Media more and more is becoming a data source to help
brands understand consumer behaviors and interests. For this
year’s Oscars the social chatter revealed some stimulating
data-points that we’re interesting, but not necessarily actionable
for brands and advertisers. Using our proprietary Topic Discovery
Engine, Networked Insights dove into the social conversations to
uncover insights brands could really leverage.
Although there are conflicting reports on the number or total tweets Tweetbeat estimated 400,000
generated by the Academy Awards, what has become evident is the tweets sent during the telecast,
changing behavior of viewers. Unlike ever before, participants are TweetReach claims a total
embracing a multi-screen environment, transforming The Oscar number more around 1,270,000.
experience from a broadcast into a real-time, digital conversation
amongst friends and like minded people through blogs, micro-blogs What’s clear is social
and social networks. conversations are increasing
around television programming
A lot of attention from companies monitoring social media leading with broad implications for
up to The Oscars was around what films and actors were discussed brands and advertisers.
the most. What The Trend analyzed data from the Twitter World-
wide Trending Topics and developed a ranking of most discussed
films. The Meltwater Group and Webtrends, while cautioning their
data was more a reflection of popularity rather than predictive of
Oscar winners, developed reports purporting winners and losers or
rankings from the social media mentions surrounding The Oscars.
This information is interesting as it reveals what consumers
are talking about, but it probably aides the studios and agents
representing the films and actors most as they look to develop
pricing models for products and celebrity endorsements.
Networked Insights wanted to dig deeper into the data that
surrounds The Oscars to see what they could learn from the
incredible volume of conversations.
Email: info@networkedinsights.com
Phone: 608.237.1867
www.networkedinsights.com
© 2011, Networked Insights, Inc.

3. Social Winners: Share of Conversation by Category
Networked Insight’s research team clustered conversations through our proprietary technology tool known
as the Topic Discovery Engine, which exposed two themes that have tangible implications for brands and
advertisers. First, by isolating social media data from web properties that had specific demographic profiles,
Networked Insights discovered who the most discussed actors for various product categories were.
Autos Moms Sports Mobile Technology Beer Lovers Over 21
Actor in a Leading Role
30%
25%
20%
15%
10%
5%
0%
Jeff Bridges James Franco Colin Firth Javier Bardem Jesse Eisenberg
“True Grit” “127 Hours” “The King’s “Biutuful” “The Social
Speech” Network”
Actor in a Supporting Role
20%
15%
10%
5%
0%
Jeremy Renner Christian Bale Mark Ruffalo Geoffrey Rush John Hawkes
“The Town” “The Fighter” “The Kids Are “The King’s “Winter’s Bone”
All Right” Speech”

4. Social Winners: Share of Conversation by Category
Autos Moms Sports Mobile Technology Beer Lovers Over 21
Actress in a Leading Role
40%
35%
30%
25%
20%
15%
10%
5%
0%
Annette Bening Jennifer Lawrence Michelle Williams Natalie Portman Nicole Kidman
“The Kids are All Right” “WInter’s Bone” “Blue Valentine” “Black Swan” “Rabbit Hole”
Actress in a Supporting Role
10%
5%
0%
Jacki Weaver Amy Adams Hailee Steinfeld Melissa Leo Helena Bonham Carter
“Animal Kingdom” “The Fighter” “True Grit” “The FIghter” “The King’s Speech”

5. Natalie Portman was the most
talked about Oscar nominee
across all Categories except
for Moms.
Category and Celebrity Endorsements
Celebrity endorsements are on the rise, 24% of ads during The
Oscars featured a celeb, which is a 500% increase from 2010,
according to GreenLight. While it’s clear the clout of an Oscar win
can impact an actor’s income for the balance of their career, what
Colin Firth was the most talked
is less clear is how The Oscar losers fair.
about Oscar nominee within the
Moms Category.
By examining social data with tools developed exclusively for the
purpose of gathering marketing insights, Networked Insights is
able to uncover trends that increase the efficiency of marketing
and advertising programs. Networked Insights has helped Fortune
500 clients use this capability to identify an optimal celebrity
spokesperson and to validate decisions around existing
endorsement agreements.
Christian Bale was the most
talked about male Oscar
nominee within the Autos and
Sports Categories.
Email: info@networkedinsights.com
Phone: 608.237.1867
www.networkedinsights.com
© 2011, Networked Insights, Inc.

6. It’s an exciting time for consumers, brands,
and marketers
Technological advances in communications and publishing are
changing the frequency and speed in which people communicate with Social data provides a
each other and brands. Social data provides a window into the digital window into the digital
conversations consumers are having and leading marketing organiza- conversations consumers
tions are learning how to leverage this information to make smarter are having and leading
decisions. As brands experience with social media increase so does marketing organizations are
their need for improved understanding of the interactions customers learning how to leverage this
are having with their brand. information to make smarter
decisions.
Networked Insights helps brands and advertisers harness social data
to discover meaningful insights that impact performance.
Questions about this report? Want a free consultation on how
social data can improve your media planning and other
Email: info@networkedinsights.com
marketing? Contact us.
Phone: 608.237.1867
www.networkedinsights.com
Networked Insights was founded in 2006 by industry leaders and
seasoned entrepreneurs in the fields of social media and customer
Email: info@networkedinsights.com
intelligence. Headquarters are in Madison, WI, with offices in
New York and Chicago.
Phone: 608.237.1867
www.networkedinsights.com
© 2011, Networked Insights, Inc.