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• Alterian’s most recent survey indicates over 60% of marketers will spend more on social media in the next
year.
• The upcoming Super Bowl gives us an opportunity to monitor all of the advertisers and measure the ‘buzz’
associated with each
• Monitoring social media gives insight into the ‘word of mouth’ associated with each advertiser
• Using SM2 we are monitoring all conversations surrounding Super Bowl Advertising and Commercials
since 12/1/09
• The advertiser with the most mentions over the entire period was Pepsi (4463 mentions)
Results – Social Engagement Index
• The advertiser with the highest SEI over the entire period was Pepsi (Index of 651)
Results – Sentiment Weighted SEI
• The advertiser with the highest Sentiment Weighted SEI over the entire period was Audi (Index of
1010)
Results – Sentiment for Top 5 Advertisers
• The advertiser with the most negative conversations is Focus on the Family (282)
Results – Media Sources
• The top media source was Microblogs (i.e. Twitter) with 24,478 results
Social Engagement Index Explained
• Alterian has developed a ‘Social Engagement Index’ which measures both the volume and potential reach of
conversations about a advertiser.
• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’ potential of each conversations
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the individual making the comment
– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more than 5,000 followers
• The index is calculated by summing the popularity score for each conversation for each advertiser.
• The final value is then calculated by indexing the popularity score against the average popularity of all advertisers.
• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.
• The Sentiment Index takes into account three measures for each brand to determine the ‘sentiment reach.’
• The three measures are the total number of conversations, the popularity of the conversations, and the sentiment of the
conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the individual making the comment
– Each conversation is rated for tone as being either Positive, Negative, or Neutral.
• For calculating the index, a positive comment is assigned a value of +1, a negative comment is assigned a value of -1 and a neutral
conversation is assigned a zero.
• The index is calculated by multiplying the sentiment value by the popularity score for each conversation and then summing those
values for each advertiser.
• The final value is then calculated by indexing the sentiment score against the average sentiment score of all advertisers.