May 26, 2015
by Leslie Gaines-Ross When it comes to social media, today’s chief executives have made a remarkable transition over the past five years. A recent analysis by my firm, Weber Shandwick, found that 80 per cent of the chief executives of the world’s largest 50 companies are engaged online and on social media. The results show […]
March 16, 2015
By Matt MCcue RyanHolmes.CEO Hootsuite founder and CEO Ryan Holmes grew up on a Canadian potato farm without electricity. He has since gone on to build the world’s most widely-used social media relationship platform. Today, his company Hootsuite has more than 10 million users and is used by 75% of the Fortune 1000 companies. Holmes […]
June 18, 2013
At PeopleBrowsr, we are delighted to announce the launch of a brand new type of social network – one you can build and maintain yourself. With public platforms such as Twitter, LinkedIn and Facebook, brands and consumers are increasingly being encouraged to use them exclusively to connect and communicate. Now that these networks have combined […]
August 26, 2011
SXSW PanelPicker is here! We’re amazing by the positive response we’ve had for our Panel on Collective Influence, with over 30 comments of support:
“I would love for this to be something I can attend next year!” – Jennifer LaBaron
We’re predicting next year’s hot topic will be Social Media Influencers. Brand marketers are increasingly invested in finding and engaging with Influencers across social networks. Throughout the industry, we hear people asking: How do we identify these social media Influencers and how can we measure their Influence? Will new metrics for engagement replace traditional market research?
To answer these questions and more, we are proposing a SXSW panel on the Future of Collective Influence…. and we’re hoping your vote will help us make it happen.
Our Panel is inspired by a thought leader event on collective influence we hosted at PeopleBrowsr Labs earlier this year. The overwhelmingly positive reaction leads us to believe this topic is worthy of discussion at SXSW.
Featuring Porter Gale (VP Marketing, Virgin America), Jeffrey Hayzlett (former CMO, Kodak) and PeopleBrowsr CEO Jodee Rich, the session will focus on how small communities of influentials drive global trends and conversation. Additional questions we’ll address include: Can advances in data mining intelligently filter the collective memory into a collective intelligence? Will Social and new media metrics replace traditional market research? How can marketers activate collective influence to build their brands?
If you agree that this will be a valuable session, we would love to have your vote in SXSW’s PanelPicker process.
Please take a moment to vote today at http://bit.ly/PBsxsw.
The competition this year is fiercer than ever with over 4,500 submissions, twice as many as in 2011! SXSW is a community-driven event and you can get involved by voting in the Panel Picker. In fact, public votes comprise 30% of the decision for choosing panels.
Last year SXSW was a huge success, and if you haven’t seen it yet, check out our report on the SXSW Top Champions. We’re looking forward to the community conversation in 2012!
June 23, 2011
It was an entertaining presentation, filled with LOLcats, teamwork and audience participation. Ben seemed less like a guest-speaker and more like thought-leader, guiding a brainstorming session and inviting individuals to contribute to the conversation.
As a collective group, we played a game of HOT or NOT to speculate the next ‘big thing’ or ‘big flop’. Ben made a point to be inclusive and created an environment where everyone felt comfortable and equal in sharing their thoughts and ideas.
IN: Video, mobile (text messaging), and groups-vs-individuals for marketing outreach (ex. LinkedIn Groups)
OUT: Treating social media as a tool for a marketing tactic or strategy… it’s about relationships
It certainly was a relevant discussion for hot topics in social and tech. And while none of us can predict the future, we can imagine to have some element of foresight into what to expect.
We love hosting these types of events at our beautiful space in SoMa… If you’re looking for a venue for an event surrounding tech, social media, advertising or data visualization, please reach out to us at Events@PeopleBrowsr.com.
June 22, 2011
With over 7.2 million viewers on Sunday watching Miss USA, we were curious to see the conversations on social streams… Especially since Miss California, Alyssa Campanella, newly crowned Miss USA loves to tweet!
The pageant had a 57% increase in TV ratings from last year and was the highest rated Miss USA broadcast in 6 years. Winning audiences across America, it was also the #1 Network program of the evening. The use of social media likely helped the increase in numbers, as viewers were invited to vote online for contestants prior to the show.
We extracted Twitter mentions for Miss USA for insights into volume, reach, influencers (top champions and communities), and sentiment.
There were over 60,000 mentions of Miss USA on Twitter the day after the pageant (Monday, June 20th) with more than 6,000 Tweets during Sunday’s show.
In the week leading up to the event, there were over 10,000 mentions on Twitter and over 31,000 ReTweets.
Who’s Tweeting About Miss USA?
To find top communities (based on User Bio Profiles) tweeting about Miss USA, we pulled the most frequently mentioned words for a word cloud. Popular words found in bios of those tweeting include News, Editor, Pageant, Blog, Friends, Media…
We also created a Miss USA Brand Scorecard for Top Champions and Communities contributing to the Miss USA conversation:
Top Positive Influencers include…
It’s also interesting to note there are more Males than Females who are followers of Miss USA!
Where are fans located?
Top 10 Tweets For Miss USA came from the following locations:
Here’s a Breakdown of Mentions in the US:
In looking at sentiment surrounding Miss USA, most posts were positive or neutral, with only 1% of tweets categorized as Negative. Sentiment surrounding the newly crowned Alyssa Campanella was overwhelmingly neutral, with 11% Positive sentiment over the last month.
We were also interested in the top words in posts leading up to Sunday, which included, Contestants, NBC, Vote, Watch, Beauty, Competition…
Here are some of our favorite tweets from the event!
To see the real-time stream, visit http://research.ly/miss%20usa
Also, check out the Viral Analytics on Miss USA Mentions across Social Streams!
May 10, 2011
This Wednesday we’re hosting a thought leader panel on the Collective Influence featuring…
Jeffrey W. Hayzlett, Best-Selling Author, Change Agent and former CMO, Kodak
Porter Gale, Vice President of Marketing, Virgin America
Elisa Steele, Chief Marketing Officer, Yahoo
Jodee Rich, CEO, PeopleBrowsr
Moderator: Irina Slutsky, West Coast Correspondent for AdAge
We’re excitedly preparing to host 200+ attendees for this event. If you haven’t yet registered, please do so by Wednesday afternoon http://pbcollectiveinfluence.eventbrite.com/
The topic will center on Collective Influence, calculating influence scores, social intelligence ROI, and industry best practices.
At the end of the discussion, you’ll have the opportunity for Q&A and we’ll be encouraging live tweeting and blogging throughout. Feel free to tweet us @PeopleBrowsr #CollectiveInfluence or #cltinf with questions prior to the event and during the evening.
The discussion will begin promptly at 6pm and will be approximately 1 hour in duration.
We’ll also have a delicious Sausage Sizzle BBQ on our back deck with cool refreshments from cold beer to imported wine…
Also, check out the ReSearch.ly stream to post a question or search for conversations on the collective intelligence.
February 15, 2011
Super Bowl XLV is now in the history books. 2011 is the year that the Green Bay Packers reclaimed the NFL Championship. And, it is also the year that now holds the record for the most viewed television broadcast of any kind in U.S. history, attracting an audience of over 111 million viewers.
While many watched the game, it is the advertisements that spark conversations online and offline. Going back to Apple’s 1984 commercial directed by Ridley Scott that introduced the Macintosh, the Super Bowl is now as much about football as it is about the ads that support it.
At $3 million per 30 second commercial, many question the value and ROI of such an elite form of advertising. To others however, $3 million is an investment in word of mouth and legacy branding. It takes the idea of the desirable water cooler effect and amplifies it in real-time across more connected networks. Not only did 111 million people potentially view the ads during the big game, Web views, articles, blog posts, polls and studies will keep each ad alive for the months ahead. Crowd favorites on the other hand, will live on for years. Those commercials that design social hooks into the campaign can trigger conversations that extend ads across screens from TV to laptop to mobile as well as across social graphs. Progressive brands that track this activity will identify its core advocates and better understand how to convert social graphs into brand graphs as we demonstrated with Starbucks recently.
Following the Super Bowl, the big question at the center of almost every conversation is who really won the 2011 Brand Bowl. The answer is largely based on opinion and volume, but examining the activity under a social microscope is as telling as it is fascinating.
Working with the PeopleBrowsr Research.ly team, we tapped the Twitter firehose to analyze the worldwide conversations around each commercial. As you’ll see, in the Brand Bowl, armchair quarterbacks and sofa referees define the big game for advertisers; an expensive game where some win and many lose.
– Brand Bowl Tweets increased 271-percent between 2010 and 2011
– Doritos received the highest number of mentions in 2010 and the third highest in 2011.
– The auto industry also represented the most social activity of all commercials in 2011 led by Chrysler, VW, and Chevrolet.
– Ads placed in the second quarter captured the most online viewing attention than other spots.
– VW’s “The Force” commercial earned the most positive sentiment.
– Groupon ads received the most negative response.
2011 Brand Bowl Highlight Reel
Between 2010 and 2011, Tweets about the advertisers in the big game spiked by 271-percent. Of course Twitter also experienced tremendous growth between the games, now accounting for ~200 million users who publish 110 million Tweets per day.
This year, the top commercial dominated the field earning 64-percent more Tweets than its closest competitor. The honor for the most mentioned brand in this year’s Brand Bowl goes to Doritos with 77.8k mentions. The Transformers 3 trailer followed with an impressive 49.6k Tweets, and drafting close behind was Chrysler with 49k Tweets.
The 2011 Top 11 Commercials by Volume:
1. Doritos – 77,799 mentions
2. Transformers 3 – 49,559
3. Chrysler – 49,079
4. Coca-Cola/Coke – 33,082
5. Volkswagen/VW – 30,050
6. Groupon – 30,011
7. Chevrolet/Chevy – 25,743
8. Captain America – 25,315
9. Sketchers – 23,859
10. Thor – 23,096
11. Pepsi Max – 18,849
If we were to measure the top ads by velocity, the Transformers 3 preview would lead the game spiking at 40,000 mentions. Chrysler’s inspirational “Imported from Detroit” spot featuring rapper Eminem ranked a close second hitting a crescendo at just under 39,000 mentions. Doritos crunched in the third spot at over 34,000 Tweets. The distance between third and fourth place is as great as the span between the second and third quarter in the big game. Sketchers ShapeUps commercial featured Kim Kardashian, which helped it peak at just over 21,000 Tweets.
The 2011 Top 10 Commercials by Velocity:
1. Transformers 3
6. Captain America
11. Pepsi Max
2010 Brand Bowl Highlights
Compared to the top 2010 ads by volume, you’ll notice that Doritos remains in the top 3 between the two years, winning the Bowl in 2010, at least where mentions are concerned. Of all the ads between 2010 and 2011 only Doritos and Coca-Cola/Coke make the top 10 lists consecutively.
The Top 10 Brands by Volume:
1. Doritos – 41,748
2. Bud Light – 15,555
3. Google AD – 12,120
4. CocaCola – 9,299
5. Budweiser – 8,067
6. Snickers – 6,945
7. GoDaddy – 5,993
8. Kia – 3,873
9. Hyundai – 2,793
10. Focus on the Family – 2,024
The 2010 Top 10 ads by Velocity:
2. Bud Light
10. Focus (on the family)
Brand Bowl 2011 vs. 2010
As mentioned earlier, the volume between the years is remarkable. The active audience is this year’s Brand Bowl was indeed engaged, representing a surge in Tweets to 387,162 total ad mentions in 2011 and 99,124 in 2010.
To put things in perspective however, if we assumed that each of the 111 million estimated viewers Tweeted once, it would represent a .035 participation level. As such, we analyzed the top 11 brands and of those mentioned, 90-percent of the Tweets were published by 44-percent of the engaged community.
The top four players in 2011 outplayed the top performers in 2010. Doritos’ 2011 appearance ranked third in overall volume of Tweets between the two years with its 2010 showing also ranking fifth. Doritos is the only 2010 representative appearing in the Top 10 comparison between the two years, with Bud Light finishing 11th.
2011 vs. 2010 Player Stats
Comparing the 2010 to 2011 year to date changes, most players experienced positive growth. Ranking based on YTD % changes, Coca-Cola is the clear winner, with conversations increasing by over 263.5-percent. Doritos led the pack in overall conversations with just under 80,000 mentions in 2011 and just over half that in 2010, growing by 88.3-percent. Kia Tweets jumped by 200-percent, reaching over 10,000 Tweets in 2011. Snickers followed in fourth growing by 79-percent. Bud Light saw a 24-percent drop in Tweets falling from 15,000 Tweets to just over 12,000.
2011 Player Sentiment
Sentiment is an elusive metric. To quantify attitudes accurately, it takes a human touch. To do so, we employed a human turked sentiment sample of 2,000 random Tweets for the Top 11 brands.
Of the top brands in 2011, Volkswagen/VW’s “The Force” campaign earned the most love reaching almost 90-percent positive reactions. Transformers 3 earned a second place standing with 77-percent positive sentiment. Movies will account for three of the top five with Captain America closely following Transformers with 74-percent positive Tweets. And, right behind Captain America is another hero, Thor hammers fourth 72-percent positive reactions. Not surprisingly, Chrysler drives into fifth place with 71-percent.
Not all Tweets are positive however. Several commercials this year earned greater negative reactions than some of the top brands earned in terms of positive sentiment. The leader here, which may come as no surprise, is Groupon with a 75-percent negative response. The ads were controversial in nature, but according to the Tweets and all intentions aside, they were also in poor taste. These ads have since been pulled from television circulation. At 47-percent, it seems that the Sketchers spots featuring Kim Kardashian stuck a sour note with viewers. Coca-Cola and Pepsi Max, while mostly positive or neutral, also realized a notable negative response.
Overall however, viewers responded positively to the 2011 Brand Bowl. An interesting observation however, 2011 negative sentiment is almost equal to the positive sentiment shared in 2010.
That about wraps our post-game analysis. We’ll see you in 2012 for the next Brand Bowl, where you define the winners and the losers just by Tweeting your honest reactions.
The PeopleBrowsr presentation is available on Slideshare
Watch the Super Bowl XLV commercials here
Image Rights: NFL