Sure, the Super Bowl is long over and now sports fans are focused on college basketball. But, if you were an advertiser, or the agency that put together the creative, you’re still wondering, “what was the impact, did we achieve something?”

Better yet, was our Super Bowl ad (or ads) worth all the money we spent?
You may know how many eyeballs you reached, but what’s your long term impact across social media, especially since so much buzz happened during the event itself?

While most of the articles and posts that ran post game were all about the big advertisers — Bud, Salesgenie, Pepsi — what about others? 248 ads ran from the pre-game through the post-game — so clearly, there were many others. Almost one month later, how many of them do you even remember?

If you are an advertiser, we’re giving you the opportunity to find out your results. We recently compiled results across social media for all Super Bowl advertisers, and we’ve put together — for each advertiser – your Super Bowl Advertiser Scorecard. The Scorecard will provide you some overall metrics from the social media side that you can apply to the rest of your post-reporting.

Want the Scorecard? Get in touch with us

Wouldn’t you like to review a copy of the Scorecard? We want to share these results with the right people in your company and agency, so if you want us to review the Scorecard with you, get in touch with us at darren @ collectiveintellect dot com, or send us a tweet to CollectiveIntel.

To get the Scorecard for a company you must meet one of these criteria:

1. part of the team which put together the ad campaign or made the decision to run the campaign
2. someone who worked on the creative
3. part of the media buying team that purchased the ads
4. the supervisor or executive-level person who oversees the brand

If you aren’t an advertiser, we’ll be releasing our final report on longer-term results next week, which will be available to anyone who wants it. Stay tuned for more details on that.

Tags: Analyzing Consumer Generated Media, Brand Management, Mass Media/Culture by admin
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We tracked eleven advertisers for this year’s Oscar program. The pre-Oscar buzz was tied with both GM and American Express each getting 19% share of the overall discussion about Oscar advertising. The GM buzz centered around the greening of the Oscars with celebs arriving to the event in hybrids. Diane Von Furstenberg’s dress generated the majority of the buzz for American Express, with this story.

Overall, Amex is definitely the winner pre Oscars since they only ran one spot and got the largest percentage of buzz.

Fashion wins the day again with the biggest advertising lift immediately following the Oscars coming from the Coca-Cola Heidi Klum dress campaign. Not only was this the top mentioned ad but her dress was also the most talked about of all the fashion designer entrants. Coke had a total 15% lift from the pre-Oscar buzz. We’ll follow this up with more in-depth analysis in a week to figure out the longer term analysis.

Overall, the Oscar advertising was much less talked about among bloggers than the Superbowl which is probably to be expected … and it’s all about the fashion. It’s not how you feel baby, it’s how you look.

Tags: Analyzing Consumer Generated Media, Brand Management, Mass Media/Culture by Tim Wolters
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For better or worse, the stars’ red carpet entrances are more important to many viewers of the Oscars than the awards themselves. The Academy Awards red carpet is the biggest platform for top designers to showcase their most finely crafted creations. By the end of this year’s ceremony, John Galliano and Marchesa were the most-often mentioned designers on the blogosphere. Heidi Klum’s red Galliano dress was highly praised, but much of the chatter was centered around the tie-in with the Heart Truth campaign . Anne Hathaway’s Marchesa dress seems to be the big winner style-wise, at the top of several early best-dressed lists.

So far there have been few mentions of major fashion faux pas, but the worst-dressed opinions are likely to emerge in the next 24 hours. We’ll keep tabs on this, as well as whether the best-dressed lists change over time.

Tags: Analyzing Consumer Generated Media, Mass Media/Culture by Kevin Yordy
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On Friday evening, we measured the blog predictions for several of the top Oscar categories. We showed Atonement as the projected winner. However, new posts on Saturday and Sunday changed the landscape a bit. No Country For Old Men is now the blogosphere’s projected winner.

Tags: Analyzing Consumer Generated Media, Mass Media/Culture by Kevin Yordy
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Yep it’s Oscar time again, that tribute to Hollywood narcissism that’s just so hard to turn away from. We’ve done another round of extensive scraping of the blogosphere to give you the best and brightest analysis of the event. Similar to the Superbowl we tracked all of the advertisers for the Oscars leading up to the event and will continue to track them after the event. The Oscars are the second largest television advertising event of the year, garnering about $1.7M per spot in 2007. Stay tuned for the final analysis on the marketing advertiser piece after the show. For today’s analysis we tracked who bloggers said were their favorites versus who they thought might win in each major category. The results were fairly interesting and in some cases not at all what I was expecting.

While some of the more influential sites were espousing the artistic cred for No Country for Old Men and There Will be Blood there were some fairly prominent blogs with contrarian views.

• Juno Will Win Best Picture - And Here’s Why
• and BuzzSugar votes for Atonement

Now for the blogularity results (drum roll please) …

favorite movie versus projected winner

Interesting that the crowd is picking Atonement to win but not very many people really liked the movie. This clearly drives home the opinion that the Academy is more interested in the craft of movie making than in the entertainment value.

Director award predictions using aggregate blog sentiment versus influencer weighted sentiment

This calculation yielded some interesting results. We basically used a weighted scale based on our underlying authority value of the bloggers to essentially highlight what these people were saying vs the crowd. And as you can see it produced some similarity but really catapulted Julian Schnabel to the top.

favorite actor versus projected best actor winner

Daniel Day-Lewis is the obvious winner here, even beating out the ever popular Johnny Depp and George Clooney in the favorites analysis.

favorite actress versus projected best actress winner

Wow, Julie Christie? I haven’t seen Away From Her but was blown away by Cate Blanchett in her role as Elizabeth.

favorite supporting actor versus projected supporting actor winner

favorite supporting actress versus projected supporting actress winner

Tags: Analyzing Consumer Generated Media, Mass Media/Culture by Tim Wolters
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Blogularity: the popularity of a topic in the blogosphere vs. similar topics. This could be a company vs. other companies in the industry, a product vs. competitive products, people vs. other people in comparative situations (like elections and contests).

see also: Blogular as in “that’s totally blogular dude”

Tags: Social Media Best Practice by Tim Wolters
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Several weeks ago during the consumer electronics show I wrote about all of the consumer bloggers talking about returning their HD-DVD units to the stores. The writing was on the wall web at this point and it was only a matter of time before Toshiba threw in the towel. According to the article on Ad Age this should have a significant impact on ad spend around the Blu-Ray technology with 180 and Omnicom BBDO listed as the agencies Sony would likely use.

Tags: Analyzing Consumer Generated Media, Mass Media/Culture by Tim Wolters
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(Click To Enlarge)

MD: Obama 64%, Clinton 36%

VA: Obama 58%, Clinton 42%

MD: McCain 57%, Huckabee 34%, Paul 9%

VA: McCain 53%, Huckabee 36%, Paul 11%

Tags: Analyzing Consumer Generated Media, Mass Media/Culture by Kevin Yordy
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On Friday afternoon, I sat down to speak with Ron Morris of American Entrepreneur Radio, to talk about social media measurement and the after-buzz of Super Bowl advertising. To listen to the podcast, click here.

Tags: Brand Management, Social Media Analytics, Social Media Metrics by Robin Seidner
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Collective Intellect is developing new and innovative techniques to use the blogosphere as a predictive tool for reaction-based events. We’ve had predictive success in single state primaries and caucuses, as well as Super Bowl advertising; but the massive amounts of conversation in different topic areas surrounding Super Tuesday seemed to have too many variables which flooded and diluted the data in our current methodology. Above all else, these predictions are serving as an ongoing experiment to perfect CI’s ability to predict reaction-based events using social media.

A review of the data revealed that more of the projections would have been correct if we’d only used state-based blogs; unfortunately the data sample of 40-50 state-based blogs was too small on which to depend completely. Examples from past projections suggest that averaging state blogs with an overall national reading would balance any skewed data from the smaller state samples.

The overwhelming number of national “events” was responsible for skewing the data it was supposed to help balance. Below is an example of the two data sets for Missouri:

Ideally, we would find and use every state-based political blog, and forget about the national ones, but that is currently too time-consuming. We will continue tracking and forecasting the next few primaries, and publishing any relevant data in advance– sticking our neck out there, as Forrester’s Peter Kim put it– to ensure that this method will continue to work for individual races, and we will expand our current methods to account for the bigger events in the future.

Social media has proven incredibly valuable “to keep the marketer in tune with consumer moods in real-time,” but social media predictability is proving not only possible, but an invaluable tool for marketing, politics, advertising, and the corporate world. We used a similar methodology for Super Bowl advertising that proved to be an accurate gauge for advertisers who want to make sure their campaigns get optimal opportunity and value.

The share-of-voice graph above represents the top ten companies’ pre-game buzz and compares it to the top ten buzz 12 hours after the game. These companies’ positioning changed little if any after the spots ran, rendering our prediction – that the top four pre-game buzz leaders would also be the post-game leaders – off by only one company.

These results alone and what Collective Intellect has seen in past projects only reinforce our confidence in using the blogosphere to predict results. With a little more experience and tweaking, a real-time reading of consumer (and constituent) moods can be used to make accurate and consistent predictions for when those moods turn into results.

– Mark Lucier and Kevin Yordy

mark@collectiveintellect.com

kevin@collectiveintellect.com

Tags: Analyzing Consumer Generated Media, Brand Management, Mass Media/Culture by Kevin Yordy
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