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• Which Ad Won the Super Bowl?
  
  

  Pat McCarthy 11:16 am on February 6, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (498), Twiiter, WOM in Entertainment (40)

  The Giants won the game, but whose $3.5 million was best spent on 30 seconds? Radian6 very quickly created a summary report of the social conversation surrounding the game and ads.

  From their report:

  

  Tweet volume showed us how popular each ad was in the social world. The brand mention volume was:

  1. Doritos: 50,459

  2. H&M: 45,219

  3. Pepsi: 45,529

  4. Chevrolet: 40,739

  5. Chrysler: 34,934

  Compare that to Ad Age’s “Five we Loved” list:

  1. Kia: “A Dream Car. For Real Life.”

  2. Cars.com: “Neck”

  3. Chevy Sonic: “Stunt Anthem”

  4. Acura: “Transactions”

  5. Bud Light: “Rescue Dog

  A bit of a disparity there.

  What were your favorites? Or least favorites? Please comment.

  Read more about Super Bowl social data at Radian6 and Super Bowl ads at Ad Age

  

  

   

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• It’s Gonna be a Social Super Bowl
  
  

  Pat McCarthy 12:12 pm on February 1, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Measurement (30), Twiiter, WOM in Entertainment (40)

  Social wonks can now join all the advertising wonks on Super Bowl Sunday. Heck, ESPN has a Social Media Command Center. This just got serious.

  Brands now have an excellent extended opportunity with the Super Bowl. No longer are all eyes on the 30-second spots. People will log into their social media accounts as they crack their first beer. So even if you can’t put up about $3.5 million, your brand can be part of the experience.

  The Conversation So Far

  Banyan Branch analyzed the social data arising from the teams and players during January. So far in the social Super Bowl, Tom Brady is most tweeted,

  

  And the Patriots eclipsed the Giants in tweet volume.

  

  Key Takeaway: The Giants are the conversation underdog. If they win the game, I’d be interested to see how that affects their social stats.

  Read more about the data at AdRants

  

  

   

• The Republican Candidates by the (Twitter) Numbers
  
  

  Pat McCarthy 11:39 am on January 18, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (498), Twiiter, WOM in Politics (92)

  Dan Zarrella analyzed the Twitter accounts for the leading Republican candidates. I found it interesting how they differed. Influence in politics is critical to distributing a message in a highly competitive market. Because of this, retweets and replies are key to each candidate.

  For instance, Ron Paul gets the most retweets per follower.

  

  Perhaps this is because he puts links in over 75% of his tweets.

  

  Twitter data may prove to be a very helpful indicator of a candidate’s success. We’ll need to roll through a few more elections to truly understand the impact of tweets on votes. But in the end, candidates are brands in themselves. A solid Twitter strategy could swing a close race.

  See the full infographic at HubSpot

  

  

   

• New Data: Tweets with and without Links
  
  

  Pat McCarthy 11:33 am on January 13, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (498), Twiiter, WOM How-to (574)

  Twitter could be described as one of the largest information exchanges ever. Inserting links in tweets helps drive this exchange and increase your or your brand’s influence. Recent data from HubSpot’s Dan Zarrella rand the numbers on over 100k randomly chosen active Twitter accounts and found a few sweet spots to maximize retweets.

  Don’t Over-Link

  

  Minimize @Replies

  

  Read more about Dan’s research at HubSpot

  

  

   

• Social Media Crisis Mode
  
  

  Pat McCarthy 11:33 am on January 9, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Social Media Crisis (3), Twiiter, WOM How-to (574)

  Not everything is harmonious when brands open their gates to a two way customer dialogue. Social media crises’ seem to happen about once per month. They’re spurred by poorly worded tweets, inaccurate information, a customer complaint, or the worst – deleting negative comments.

  Kyle Lagunas of Software Advice recently found three shining examples:

  1. Qantas’ Poor Timing – In an attempt to generate some discussion, Qantas asked followers to use #QantasLuxury to describe their “dream luxury in-flight experience.” Good community management at the wrong time. One day earlier, Qantas and its unions had stopped ongoing contract talks. The hashtag was highjacked by detractors.

  Lesson Learned – The left hand has to know what the right is doing.

  2. Kutcher Doesn’t Know the Whole Story – Celebrity “brands” don’t often teach lessons to traditional brands, but Ashton Kutcher’s uninformed tweet supporting Joe Paterno broke the mold. He apologized and turned his account over to a PR team.

  Lessons Learned – Community managers live in a stream of conscious world. This doesn’t excuse poor research though, especially when taking a stance on a hot button issue.

  3. American Red Cross gets Slizzered – A community manager posted via @RedCross that employees were getting “slizzered” on Dogfish Head beer. Brilliantly, Wendy Harman, Social Media Director at the Red Cross, took down the tweet and assured followers that the staff was sober and that the keys were confiscated.

  Lesson Learned – Mistakes happen, but humor is always an option. Ending a crisis with a laugh is about as good as one can end.

  Read more about these cases at Radian6

  

  

   

• Infographic: Social Media Winners and Losers of 2011
  
  

  Pat McCarthy 11:41 am on January 6, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Infographic (11), Twiiter

  Does Twitter imitate life or does life imitate Twitter? 2011 had a lot of huge stories in the media and Twitter was there to catch it all. And whether Twitter was the flashpoint of the story or simply a medium for dissemination, there were some clear winners and losers.

  Flowtown and Column Five, who helped us with our WOMM infographic, produced this infographic that congratulates the winners and calls out the losers.

  Winners:

  

  Losers:

  

  Key Takeaway: The winners tend to be subjects or companies who generated buzz on Twitter because of their inherent newsworthiness. The losers dug their own graves – plain and simple.

  See the full infographic at Social Times

  

  

   

• Twitter Dominates Occupy Wall Street Buzz
  
  

  Pat McCarthy 10:08 am on October 14, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Measurement (30), Research (498), Twiiter, WOM in Politics (92)

  Attention USA got curious about the online buzz from Occupy Wall Street and set about measuring it. Their findings showed that the online conversation was heavily dominated by Twitter (82.5%), with blogs placing a distant second (12.6%).

  

  And the Twitter buzz-volume grew as such:

  

  The first major spike, coming on Oct. 1, was driven by mass arrests on the Brooklyn Bridge.

  Political movements rely heavily on word of mouth, so it’s no surprise that Occupy Wall Street, much like the Arab Spring, generated so much chatter. And Twitter appears to be the political movement platform of choice.

  Read more about the Occupy Wall Street buzz at Attention USA

  ———-

  Attention USA will present a case study at WOMMA Summit 2011 with Mattel about their campaign that reunited Barbie and Ken. Read the Session Description

  Attention USA is a WOMMA member.

  

  

   

• Twitter is Still Useful – Just Get Out of your Rut
  
  

  Pat McCarthy 10:33 am on August 29, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Twiiter

  Are you in a Twitter rut? You have your set lists, filters and reasons for entering the cloud, but just like listening to the same radio station all the time, the content can get a bit stale.  Edelman Digital re-evaluated of Twitter’s reputation, and has identified five twitter usages.

  Twitter and Journalism:

  News spreads like wildfire and Twitter makes the flames climb higher with trending news and Twitpics.  Faster news comes at a cost however; although Twitter makes paraphrasing and repetition of news faster, fact errors, grammar mistakes, and unreliable sources spread more frequently.   If using Twitter as a Journalistic medium, the key to follow is fact checking and accuracy.

  Twitter for Job Searching and Recruitment:

  The job search can be dejecting road but Twitter makes networking as easy as 140 words.  Now professionals can connect and engage through the “Following” tool which allows them to link up with others in their field and open doors to vast lines of networking.  Twitter makes 6 degrees of separation five degrees less with a single click of a button, giving employment inquiries and job pitches speed.

  Twitter for Customer Service:

  Twitter is now a quicker and cheaper customer service platform for businesses and the go-to method for getting questions answered and problems solved for consumers.  Twitter for customer service is as easy as tweeting a link to a troubleshooting site, or direct contact information for a customer service representative.  The end result is faster response time and more loyal followers.

  Key Takeaway: Twitter is still a relevant source for marketing and media initiatives so sit tight because it probably will be for a while to come.

  Read the other two of Edelman’s Five Growing Usages for Twitter

  

  

   

• Case Study: Ben & Jerry’s Fair Tweets
  
  

  Pat McCarthy 10:21 am on August 10, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Case Study (13), Creative WOM Ideas (244), Twiiter, WOM and Social Networks (683)

  Ben & Jerry’s prides itself on making great ice cream with the best ingredients. They recently upped the ante by converting all their ingredients to Fair Trade Certified. This move complemented their corporate values well, but only 30% of the public was even aware of fair trade.

  The Solution

  As active tweeters with a vibrant community, Ben & Jerry’s knew that many tweeters weren’t using all of their allotted 140 characters. They developed their Fair Tweets campaign around this fact. Participants who wrote a short tweet such as “Loving the new dog park” would automatically have a message plus link from Ben & Jerry’s. The full tweet would read something like:

  Loving the new dog park. You know what’s fair? Putting leftover Twitter characters to good use.” #FairTrade. http://fair.es/051 #FairTweets

  Ben & Jerry’s bought no advertising to promote the campaign. Their Chunksplunker email club, owned digital spaces and external partners were all that was needed. They also worked with likeminded companies like Honest Tea, Green Mountain Coffee and Seventh Generation to help spread the word to their own networks.

  The Results

  1. 43,600 site visits from over 100 countries

  2. 518,000 Twitter characters contributed

  3. Over 1,000 blog mentions

  Read more about the campaign at PROMO Magazine

  ———

  WOMMA salutes those who use WOM and social media for good. If you’re in that group, submit your case study to this year’s WOMMYs for the Cause Marketing Award. More info here

  Ben & Jerry’s is a WOMMA member.

  

  

   

• It’s Get Savvy Monday
  
  

  Pat McCarthy 9:34 am on July 18, 2011 | 2 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (244), Influencers (56), Research (498), Twiiter

  Sometimes, your day can go a little easier if you have one single goal in mind. And so I’m declaring today to be Get Savvy Monday. Spread the word…

  There are many ways to get savvy. Two that always help me are listening/interacting with really smart people and examining the latest research. I found two great resources that do just that.

  These are smart people (via Eloqua)

  Christian Oestlien – As a manager on the Google+ project, Christian tweets from the frontlines of social media development.

  John Ellett – CEO of digital marketing agency nFusion, John finds great content on the digital world.

  Vicky Brock – A board director for Web Analytics Association, Vicky provides keen insight into web analysis.

  These are smart research studies (via Ad Age)

  “It only takes 20 people to bring an online community to a significant level of activity and connectivity.” (Ning via TheNextWeb)

  “Mobile is one of the fastest-growing platforms in the world. With 40% of U.S. mobile subscribers regularly browsing the internet on their phone and a projected 12.5% of all e-commerce transactions going mobile by the end of the year, it’s a channel that you need to be aware of. According to Google, mobile web traffic will surpass PC traffic by 2013.” (60 Second Marketer)

  “An average of 40 percent of the traffic to the top 25 news sites comes from outside referrals, the study found, with Google Search and, to a lesser extent, Google News the single biggest traffic driver.” (via AFP)

  More research here.

  And if you want to continue learning, WOMMA has an online certificate course starting July 26 that focuses on satisfying the social customer. Learn more here.