The WOMMA Word » Twiiter

Jumpstart the Conversation at WOMM-U

Pat McCarthy — Fri, 27 Apr 2012 17:43:35 +0000

By Jordan Viator Slabaugh, Director of Social Media, Spredfast

As marketers and word of mouth practitioners, most of us love conferences. They deliver new information and best practices that help inspire us step up our game for when we return to our day jobs. But most importantly, they remove the barriers of time, geography, stature, and put us all together to network and make connections.

On the other hand, there never seems to be enough time to meet everyone you want to connect with and we always leave with a few lingering questions we didn’t have the chance to ask.

On Tuesday May 1, WOMMA is kicking off their #WOMMAchat series, helping promote dialogue, social connections, and idea sharing leading up to the conference. I’m excited to share that I’ll be leading Tuesday’s conversation, focusing on social business in the enterprise.

Continue Reading…

#WOMMAchat Schedule:

Jordan Viator Slabaugh, Social Media Director, Spredfast
Tues., May 1
12 am ET/11 am CT

Gemma Craven, EVP, New York Group Director, Social@Ogilvy
Thurs., May 3
12 am ET/11 am CT

And the Oscar goes to…

Pat McCarthy — Mon, 27 Feb 2012 18:25:31 +0000

Yesterday, the Oscars anointed a new class of timeless performances. Radian6 had crunched the numbers before the envelopes opened and found the social conversation to be fairly predictive of the final results.

The data were gathered between Jan. 24 and Feb. 20, encompassing 332,422 social media conversations.

Best Picture

The Artist won the award, but didn’t win the conversation. The Help beat it out, 29,036 vs. 26,662 conversations.

Actor in a Leading Role

Jean Du Jardin narrowly beat Brad Pitt, 34,049 vs. 33,573 conversations. Du Jardin’s conversation was 94.7% positive as well, perhaps why he won.

Actress in a Leading Role

For The Iron Lady, Meryl Streep brought in her eighth Oscar and 32,963 social conversations.

Read more about the Oscar social conversation at Radian6

The Oscars Predicted by Twitter and Facebook

Pat McCarthy — Fri, 24 Feb 2012 18:10:54 +0000

Many regard social media to be the pulse of our society. Rightly, a slew of event outcomes can be predicted based on the chatter. However, one event cannot be predicted: The Oscars.

The difference between The Oscars and, say, American Idol is that the former is controlled by a singular body of over 6,000 movie professionals and the latter is totally public. Even though a large percentage of the population doesn’t use Twitter, the conversation in it still shows general trends. So public contests can be predicted much better than private ones.

This theory has been right in the past, but who knows, maybe this year will be different.

Banyan Branch crunched the numbers and found the social conversation predicting…

See the full infographic at AllTwitter

Which Ad Won the Super Bowl?

Pat McCarthy — Mon, 06 Feb 2012 18:16:24 +0000

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

It’s Gonna be a Social Super Bowl

Pat McCarthy — Wed, 01 Feb 2012 19:12:58 +0000

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.

The Republican Candidates by the (Twitter) Numbers

Pat McCarthy — Wed, 18 Jan 2012 18:39:15 +0000

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 — Fri, 13 Jan 2012 18:33:31 +0000

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 — Mon, 09 Jan 2012 18:33:25 +0000

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.

Infographic: Social Media Winners and Losers of 2011

Pat McCarthy — Fri, 06 Jan 2012 18:41:18 +0000

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 — Fri, 14 Oct 2011 17:08:59 +0000

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

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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.