Dachis Group Super Social 2012

Let ’s ask social media.WON SUPERBOWL?Who really

thebrand

n 1989 USA Today introduced the world to AdMeter. Its first winner, American Express, was

deemed to have “won” the Super Bowl. Since then the AdMeter has been widely viewed as the single most important measure of a Super Bowl ad’s success (or failure). Yet most brand marketers and media outlets — even USA Today with its integra-tion of Facebook polling — acknowledge that in 2012 there are better ways to determine ad success than simply asking 300 people their opinions. Despite the addition of Facebook polling, the broad

spectrum of observable human behavior captured in social media provides the ability to measure the impact of an ad with greater objectivity and less potential bias than a simple vote can provide.

A thorough look through the entire social media landscape demonstrates that brands would do well to trade in the older AdMeter methodology and fully embrace the richer, more reliable, and more accu-rate information available through objective social media analysis.

I

Marketers need something better than AdMeter.Social media is the answer.

COKE IS A TOP PERFORMER

DESPITE WHAT ADMETER SAYS...

WHY THE DISCREPANCY?

AdMeter doesn’t do the Coke brand-marketing juggernaut justice.Coca-Cola rejected Super Bowl theatrics in favor of running three integrated advertisements focused on the company's traditional brand positioning. While this method may not have been designed to grab the spotlight, it was exceptionally powerful and in aggregate propelled Coca Cola’s combined brand metrics to number two overall — 13 spots higher than AdMeter indicates.

The most important element in this surge was the cumulative impact of the three commercials, further amplified by Coca-Cola’s passionate and massive social communities. In each case the company’s Brand Love scores set the bar for positivity and receptivity while Brand Awareness and Mindshare stood out from the competition. This manifested itself in an increase of more than 700,000 subscribers across Coca-Cola’s social accounts as well as more than half a million new views on the videos themselves.

AdMeter views each commercial as a discrete brand entry into the Super Bowl lottery. As a result neither the voting on Face-book nor the panel in a room in Virginia can accurately capture the cumulative impact of three commercials on the health of

the Coca-Cola brand. Dachis Group obtained a deeper view into the full impact of Coca-Cola’s Super Bowl participation and give credit accordingly by analyzing the combined data across all three advertisements.

A96

SBI RANK ADMETER RANK BRAND AWARENESS

BRAND LOVE

BRAND MINDSHARE

2 15

98

43%

WHAT ELSE DID WE LEARN?

SBI RANK ADMETER RANK

1 1A+98

AWARENESS LOVE MINDSHARE

96 40%


7 16A95


94 .62%


6 30A94


96 84%


12 43B84


96 29%

ADMETER RIGHT ON DORITOSThere is no doubt that Doritos had a hit on their hands this Super Bowl, but social data can explain why. Doritos garnered close to 1,000,000 new video views in the wake of their Super Bowl launch, enjoyed an uncharacteristic 29.6% lift in subscribers and elicited heavy positivity for its ads across the board. These had a predictably helpful impact on Doritos’ Brand Awareness and Brand Love attributes — exactly the kind of lift marketers pray the Super Bowl can deliver.

HONDA’S SNEAKPEEK WORKEDHonda extended their Super Bowl relevance by offering access to its ad long before it aired during the game. Nonetheless, the excitement and positivity of being re-introduced to Ferris Bueller proved to be an effective tactic for Honda. The company saw a 2,000,000 view increase in activity around its videos while its overall subscriber base grew by more than 5% in just two days. Brand Love around the video only increased over time as more and more people welcomed Ferris back with open arms.

H&M SEIZESTHE SPOTLIGHTH&M proved that even neophyte Super Bowl advertisers can make a huge impact with the big game as their launching point. The novelty of H&M’s presence was reflected in an abysmal rank of 30th in AdMeter, but social media tells a very different story. The reality is that with this one advertise-ment H&M took a modestly well-known brand and launched it into the center of the online conversation. Brand Awareness spiked in a huge way as the video and conversation surrounding it spread across H&M’s base of subscribers. This set up a perfect storm of peak interest and peak favorability with the Beckham Bodywear brand at the nexus.

BEST BUY SPARKSMAJOR POSITIVITYThe largest disparity between AdMeter and social media data arose for Best Buy. An initial glance might suggest that Best Buy’s innovation message missed the mark. Further examina-tion indicates that this is not the case. Best Buy enjoyed a 10x increase in viewership over the period studied. This spike, combined with exceptionally favorable reactions to the message, resulted in a high degree of sharing of the ad and uniquely high Brand Love scores.

See more detail above

THIS TELLS US THAT...

1

45

40

35

30

25

20

15

10

5

55

RANK

INGS

50

THERE WERE STARK DIFFERENCES IN RANKINGS SBI RANK ADMETER RANK

TAXACT

M&Ms

UNIVERSALCHEVY CAMARO

PEPSI MAXCAREER BUILDER

SKECHERS GORUNCENTURY 21

PARAMOUNT

CHEVY SONICTELEFLORA

KIA OPTIMAOIKOS GREEK

HULUCADILLAC ATS

CHEVY VOLT*E-TRADE

BUD LIGHT PLATINUMPRICELINE NEGOTIATOR*

*No AdMeter ranking

SUZUKI KIZASHIA*

DORITOSCOCA-COLA

CHRYSLERACURA NSX

AUDIH&M

HONDA CR-VGALAXY NOTE

FIAT

VW BEETLEBEST BUY

GENERAL ELECTRICCHEVY SILVERADO

HYUNDAI VELOSTERBUD LIGHT

GO DADDYMETLIFE

BUDWEISERLEXUS 2013 GS

“SWAMP PEOPLE”CARS.COM

TOYOTA CAMRY

BRIDGESTONEHYUNDAI GENESIS COUPE RMARVEL FILMS

HOW CAN WE BE SO SURE?

Artificial and too easily gamedUSA Today should be lauded for innovating around their existing effort and introducing Facebook to the mix. Nonetheless, the core assertion that people’s votes for what ad they most enjoyed correlates to a successful brand commercial does not stand up to scrutiny. Brands are not trying to win a film competition — they are trying to improve their brand positioning. Observed social media behavior is a purer data source for determining this than any popularity contest could ever be.

See it at admeter.usatoday.com

USA TODAY’S ADMETERMines a brand’s entire social graphDachis Group believes that analyzing the conversations of a brand’s engaged market on social channels is the one area where a company can effectively review actual consumer response through tens of thousands of brand-specific interactions and compose them into a larger picture of that company’s relationship to its consumers. Brand Love, Brand Awareness, and Brand Mindshare are the measures that marketers have always cared about — why should social media change that?

See more at socialbusinessindex.com

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v1.5 | 8 Feb 2012

· Rankings were determined based on the same timeframe as AdMeter using data from the Dachis Group Social Business Index, which benchmarks the social performance of 30,000 brands against brand marketing business outcomes like Brand Love, Mindshare, and Brand Awareness.

· Brand Awareness measures the market’s knowledge of the brand as a result of interacting with brand content and other market participants on social channels. Brand Awareness measures factors like reach of a brand’s marketing message, growth in engaged audience, and the strength of brand-relevant conversation.

· Brand Love reflects the passion, satisfaction, and affection with which market participants react to, and engage with, brand content.

· Brand Mindshare is presented as a proportion of brand recognition within the brand’s industry.

Our methodology

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