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Analysis of July 1, 2011 – November 1, 2011
Kim Kardashian Wedding Social Intelligence Report
© 2011 Networked Insights
Earned Brand Value
Rank Brand InvestmentEarned
Brand ValueROI
1Vera
Wang$60,000 $120,000 +100%
2Perrier-
Jouet$500,000 $740,000 +48%
3People
Magazine$2,500,000 $1,115,000 -45%
Brands that sponsored Kim Kardashian’s luxury wedding
hoped to earn a return on their investment. As
expected, some performed better than others, with Vera
Wang posting the highest return. The brand doubled its
investment of $60,000 in wedding dresses to $120,000
in earned brand value from social media conversations.
Perrier-Jouet came in second, with a 48% return based
on social chatter. Due to a relatively low increase in
total conversations resulting from the wedding, People
Magazine did not surpass its original investment of
$2.5M.
The winner is….
Summary
© 2011 Networked Insights
Social Lift – Kim Kardashian’s Wedding
On Aug. 20, 2011, Kim Kardashian
and Kris Humphries tied the knot
On that day, Kim wore three
donated Vera Wang dresses that
were estimated at $20,000 apiece
The day after the wedding, Kim-
related conversation represented
93% of the total Vera Wang
conversation
This was a 200% increase in
conversation from the previous
week
Vera Wang earned approximately
$120,000 in Media Value after the
first week, which is twice the
value originally gifted
Vera Wang Conversation
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Vera Wang Social Lift from Earned Media
Vera Wang Branded Conversation (without Kim)
*
* Conversation is measured in Impressions, which is the approximation of the
number of exposures a visitor had to a product/brand on blogs, forums and
other social networking sites
© 2011 Networked Insights
Social Lift – Kim Kardashian’s Wedding
People Magazine reportedly spent
$2.5M for exclusive photos of the
Kardashian wedding
The day after the nuptials,
Kardashian-inspired conversation
represented 59% of the total People
Magazine conversation
People Magazine experienced a minor
lift from Kim’s wedding, resulting in a
46% increase the week following the
event
The relatively low increase in
wedding chatter and high investment
led to a low Media Value return of
approximately $1,115,000 the week
immediately following
People Magazine Conversation
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
People Magazine Social Lift from Earned Media
*
* Conversation is measured in Impression, which is the approximation of the
number of exposures a visitor had to a product/brand on blogs, forums and
other social networking sites
© 2011 Networked Insights
Social Lift – Kim Kardashian’s Wedding
Guests at the Kardashian Wedding
celebrated with $500,000 worth of
Perrier-Jouet champagne
One day after the wedding,
Kardashian-related conversation
represented 90% of the total
Perrier-Jouet chatter
Kim contributed a 148% increase
to total champagne conversation
from the previous week
Perrier-Jouet earned
approximately $740,000 in Media
Value after the first week, which is
almost 1.5 times the value
originally sponsored
Perrier-Jouet Conversation
-
5,000
10,000
15,000
20,000
25,000
Perrier-Jouet Social Lift from Earned Media
Perrier-Jouet Branded Conversation (without Kim)
*
* Conversation is measured in Impressions, which is the approximation of the
number of exposures a visitor had to a product/brand on blogs, forums and
other social networking sites
Audience definitionsAudiences are defined by identifying sites that exhibit strong contextual relationships and/or are visited by users with
shared affinities. This set of sites consists of locations that most effectively capture the audience engaging around topics
within a specified domain. Defining an audience allows Networked Insights to reduce the noise prevalent in social media,
including spam and duplicate data, allowing for identification of true insights. Where Twitter data are selected based on
users' influence, Networked Insights uses Scores as a factor in defining audiences.
ImpressionsImpressions are a calculation of the number of social mentions of a product/brand that visitors to social networking sites,
forums, blogs and microblogs were exposed to. Impressions provide an estimation of how social media are consumed, are a
way to account for the vast majority of social media users who do not actually create posts, and enable us to look beyond
post counts to gain a better understanding of how much social reach a topic truly has. Impressions are a passive
measurement tool and do not necessarily demonstrate engagement. As with other basic metrics, it is important to layer
thematic insights upon impressions in order to understand what drives the conversation and what actions are required.
SentimentKeywords are used to describe brands and products. Each keyword is defined by Boolean-search strings tuned to accurately
capture volume of conversation. Ratings of positive, negative and neutral are assigned to a random sample of posts in order
to gauge the sentiment for a given keyword.
Topic discoveryA mathematical approach is used to understand what themes drive engagement. Advanced clustering technology extracts
the key sub-themes expressed in the content related to a keyword. A qualitative analysis is included to expose what is really
driving the engagement and how different sub-themes interconnect.
Methodology