Contact Us
Alterian Social Media DE

SM2 Oscar Ad Buzz

And the Oscar goes to……

These words inspire images of glitz and tearful acceptance speeches, but the award show is more than just a glamorous ceremony, it’s big business for the Academy, the broadcaster, and advertisers.

The Academy Awards are typically one of the year’s most-watched TV events, so advertisers pay a premium for participating. High media costs mean high-stakes for brands, and measuring the effectiveness of their ad spend is a key concern. We tracked the Oscar buzz surrounding advertisers to teach them how they can supplement traditional ad performance measures with data from the social web to help them gauge their success.

Power is shifting to the consumer, and technology improvements surrounding the social web, make it easier for brands to understand those consumers. Smart marketers will use social media to both extend traditional campaigns and to measure the effectiveness of those campaigns.

We’ve been listening to the conversations surrounding Oscar Ads. Click on the logos below to see how each brand performed…


  Coachs Corner   Contact Coach

 

  ameriprise   bertolli   coca-cola   Columbia Pictures   Cottonelle
  Walt Disney Resorts   Hershey   Hyundai   Intel   JC Penny
  Mercedes-Benz
  Microsoft   Samsung   Sprint   Summit Entertainment
  Apple   McDonalds   OxiClean    

Social Engagement Indicies:

Social Engagement Index (Oscarsl) Social Sentiment Engagement Index (SSEI) Oscars 2010


(Click on images to enlarge...)

Social Engagement Index (SEI) - The SEI is a proxy for a brand social reach and is calculated by weighting the raw number of conversations by the reach of its participants.  The raw score is then calibrated into an index.  A score of 100 is the base brand score.  Anything above this indicates a greater net reach of social conversations compared to the average brand.

Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment.  We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant.  We then apply a function that accounts for the sentiment of positive and negative comments.  Finally we calibrate this into an index based upon 100 point brand score.  Anything above 0 indicates a greater net amount of positive engagements, while a score less than 0 indicates more negative.  The further away from 100 a score falls the more intense the sentiment.

Social Spend Performance:

Cost Per Social Impression (Oscar Spend Performance)

Cost Per Social Impression (CPSM) - How much would you be willing to pay for a Tweet? Or a new fan or follower? Clearly social media is in its infancy as a cross-channel media measurement tool, but already it's clear the social space is an excellent medium for measurement as it reflects and resonates brands spend in other channels. In an effort to gauge how successful the brands were at converting their media spend to social engagement we've taken the potential reach of the conversation, using a popularity score as a multiplier, and divided it by the media spend (using an average spend of $1.4 million per 30 second spot). In looking at a brands CPSM, the closer to $0.00 the better.


Oscar Ad Buzz Facts:

  • Using SM2 we’ve monitored all the conversation about select Oscar advertisers since 2/1/2009.
  • We’ve used Alterian’s Data Discovery and Visualization (DDV) tool to help analyze the SM2 data and prepare some of our targeted metrics
  • As of 3/9/2010 we have gathered over 100k conversations
  • We are actively tracking the buzz surrounding 18 Oscar advertisers