Forty ads, nearly 100,000 tweets, and over 50,000 participants later and BrandBowl2010 is a wrap. It was a lot of fun to work on, and hopefully you found it interesting to participate in or just watch from the sidelines. Our partners at Mullen have posted the detailed results and some great analysis over here, but these are the highlights:
BRANDBOWL TOP THREE
1. Doritos
2. Google
3. Focus on the Family
TOP NET SENTIMENT*
1. McDonald’s
2. Dr Pepper
3. Universal
TOP TWEET VOLUME
1. Doritos
2. Google
3. Focus on the Family
LOWEST SCORER
Budweiser Select55
There were some clear leaders in volume and conversation ramping up to the game that held on to the end. Doritos and Focus On Family had momentum going in and stayed in the top ten throughout to land in the first and second spots.
Brands that garnered solid pre-game buzz, like Audi, didn’t make the final ten, but still placed respectably as runners up. Others came out of nowhere to capture top spots, including Google, which you could almost see coming through pack. Google’s ascent to the top started with speculation and a growing amount of mentions, and ended with the tech giant jumping to second place and holding it once its spot aired. Vizio also came on strong at the end to secure a top-twenty mention.
If you’re wondering how the data was collected and ranked, here’s some background: the brand mentions were gathered on the Radian6 platform using sets of keywords. The keywords were selected to pull as much of the conversation as possible without bringing in a lot of unrelated discussion. As the ads aired, the keywords were tweaked to reflect the major elements of the ads and pick up as much of the conversation surrounding them as possible.
Results were based mainly on volume, but sentiment was also applied to help calculate ranking. The feeds of brand mentions were passed along via the Radian6 API and turned into the visuals and charts you saw on the BrandBowl2010 site. On the site, sentiment scores were calculated after filtering out the neutral posts. The wrap-up stats were provided via the Radian6 platform.
The most outstanding players of the big game are the smart folks at Mullen, who lead and conceived this whole project. We’re thrilled to have been a part of it. Thanks to everyone who tweeted, visited the site, or participated via the #brandbowl hashtag. BrandBowl2010 was a team effort that worked because everyone showed up and played hard on game day.
*This ranking doesn’t represent brands with the highest volume of positive sentiment, but rather those that received the highest ratio of positive to negative sentiment.
Communities are bigger than “social networks” like Facebook. Social Networks are just one type of community, albeit, one of the most recognizable ones on the web today. Every community, big and small, relies on 5 types of roles to be successful. The communities that have all 5 working together are the ones that tend to succeed and become desirable destinations.
The Host: Somebody has to be willing to entertain all these guests, put on a great event, maintain the peace, and clean up after the party is over. On top of that, the host has to make sure everybody is having a good time. The host keeps your glass full, the food coming, the music playing, and the entertainment fun. Without the host you wouldn’t have a place to kick back, hang up your coat, and pass the time. The host’s job isn’t all fun though. The host has to be willing to set some rules, enforce them, and when in doubt kick some people out. Perhaps most importantly, the host needs to be trustworthy. After all, you aren’t going to just hand over your car keys to a complete stranger.
The Facilitator: They’re often confused with the host because they seem like a do-gooder who wants to ensure everyone is having a good time. However, they play a different and very important role. The facilitator genuinely wants to make sure everyone is happy. They have a curious nature about them and truly enjoy a good conversation. Without the facilitator conversations would grow quiet and stagnant. If you will, people would stop moving about and meeting other people. On some levels the facilitator is a matchmaker. Their grasp about all the things taking place in the community is amazing. But, unlike the voyeur, the facilitator is willing to share that information with people.
The Popular One: This is the most important person in the community. Yes, the popular one makes it all about them, but they also bring a whole bunch of people with them. Some people show up to see them. Some people show up to be able to say they saw them. Some people show up because they might see them. The popular one has a tight knit set of friends and a large group of pseudo-friends that show up at the same places they do. If you don’t get the popular one (s) to show up you’re going to have a tiny, boring, and listless community.
The Instigator: Somebody needs to stir the pot. Somebody needs to be willing to say the things others won’t and do the things that make people shake their head. That’s what’s great about the instigator, they keep things interesting. People love and hate the instigator. They love watching what comes next, but they hate all the attention he/she gets. But, here’s the thing, everybody loves controversy. It’s the reason the news outlets exist. If everyday was 72, sunny, without a chance of rain, and everybody was happy, no one would tune in or read the paper. The instigator engages in conversations just to take the other position. They are pure entertainment.
The Voyeur: I love the voyeur. They don’t cause problems, usually lend a hand to the host, never overstay their welcome, and always tell everyone what a GREAT time they had. Some times they’re known as wallflowers, but that’s not really giving them their fair due. Wallflowers, don’t interact and seldom even show up. The voyeur shows up. It’s that showing up that helps the community out tremendously. Even without actively participating they make an impact, because they can be counted. The host can say/claim 500 people showed up, even though 420 of them were voyeurs. The voyeur can be taxed, even though he/she contributes less than many other community members. Yes, without the voyeur we’d all be in trouble.
I’m sure you can identify with one of these roles. Often I’m the instigator, but on this site, I’m the host. Read my tweets, check out my posts on forums, and look at my comments on other people’s blogs to see the type of investigator I am
Knowing the roles and being able to spot the people playing them is critical to making sure your community finds success.
What would some advice be with out a visual and some weights? Exactly! The following image outlines the 5 roles and my belief on their importance. You may find that for your community the weights differ slightly. That’s ok, each community is different.
Kiva.org is a website that lets people lend money to entrepreneurs around the world who need loans. Individual loans can be as small as $25 and will be combined with other micro-loans to make up the total loan for the entrepreneur. Kiva is raising about $1 million in loans every 9 days.
If you missed out on today’s twebinar where they shared some of their social media strategies, be sure to download the Kiva podcast now.
Since Kiva is a non-profit organization they have a limited marketing budget. One of the ways they are able to make that budget stretch as far as possible is to engage with their community. Recently they were involved in the Chase Community Giving contest where they won $25,000 to help them continue on with their cause.
In order to win the contest they needed to get votes. And the way they got votes was by asking their community for help through social media.
Some of their social media strategies for the contest:
Used their newsletter to ask for votes;
Added small ads about the contest to their website;
Lenders received a message to please vote within their Thank You for Your Loan letter;
Posted contest info on their blog;
Encouraged staff members to spread the word through their own personal online communities;
Twitter – in addition to tweeting about the contest, they also sent personal DMs to some of their followers who had large followings (influencers) and asked them to spread the word;
FaceBook – they created an event on FaceBook, plus they reached out to their sub-groups to share the information on how to vote;
LinkedIn – sent out an announcement to all of their followers;
Recruited other bloggers to share the word on the contest;
And they approached their top 50 lending teams on Kiva.org.
Their biggest learnings while using social media are to sit back and listen to your community and engage with them in their conversations. Plus, don’t be afraid to experiment. Just put yourself out there and start out small in one area until you get a feel for it.
If you want to keep up with Kiva and see what they are doing next, be sure to follow them on Twitter @Kiva
Thanks again for listening and asking some great questions. To hear the answers to the questions below, be sure to listen to the podcast.
Nothing says “Community” more than sporting events, and no sporting event fosters community more than the Super Bowl. Not only do sports lovers get to have a field day (pun intended) during the Super Bowl, but the rest of us not-so-sports-lovers get to join the party and critique the ads like it’s our job.
To make the Super Bowl even more fun and engaging, Radian6 and Mullen have partnered to create BrandBowl2010, an interactive site that tracks, scores, and ranks all the good, bad, and ugly comments you make on Twitter about the Super Bowl’s famous ads and the brands that have produced them.
At any given time, the site will feature the top 10 most popular brands, as ranked by a composite score based on volume of tweets and sentiment. “Second-tier” brands will be hanging out in a sub-section of the site called the Locker Room. If you roll your cursor over a particular brand, you’ll be able to view its composite score, the number of tweets about the brand, and the overall popularity of the brand, as well as in-depth details including a spark line, sentiment index, and a word cloud of the most popular words used in talking about that brand.
To participate in BrandBowl2010, just log in on Sunday using your Twitter ID and tweet directly from the site. Join the stream of conversation by using the hashtag #brandbowl. Even if you don’t have a Twitter account, you can still check out the site and see what people are saying. When all is said and done, we’ll be sharing the final results and a pile of additional data goodness from BrandBowl2010.
Community means coming together around a common passion point, be it sports, advertising, or anything else that suits your fancy. Creating interactive experiences like BrandBowl2010 that allow people to share their opinions, expertise, and interests with each other is an important piece of the community pie.
Have fun with BrandBowl2010 and get your friends and family involved, too. Then come back after the game and let us know what you thought of the experience, would you? And while you’re here, share with us how interactive experiences like this one have benefited your community building efforts.
David Alston, VP of Marketing and Community at Radian6, recently did a twebinar with AwarenessInc called “Answering the Social Phone”. In the twebinar, David discussed how social media is not really media but a two-way communications channel and that all of the conversations going on out on the web are like phone calls. The phone could be ringing off the hook with mentions of your brand and if you aren’t involved in social media who is answering those calls?
Some brands think that if they don’t have a FaceBook page or a Twitter account then they aren’t involved in social media. This isn’t true. People are using social media to talk about everything… including your brand.
If you missed out on David’s twebinar, be sure to take the time to listen to it. He shares all kinds of great insights on marketing in the age of social media. And if you don’t have the time to listen right now, bookmark this page and come back later.
Some of the highlights:
David talked about how marketing was traditionally about the 4 P’s:
Place
Promotion
Product
Price
But social media has changed marketing. Now that everyone is connected the place no longer matters, people don’t like to be promoted to and the product has become the whole customer experience and not just what you are selling.
He tells us how the 4 P’s should be replaced by the 5 C’s.
Content – offer content that has value and can be shared.
Community – join the community and get interactive. By being involved you can offer help and discover needs and trends.
Conversation – listen, learn, converse and engage. Be open and accessible.
Collaboration – once you engage with your community you’ll discover that there are great ideas and feedback out there.
Connections – reach out to people that are passionate about the things that you are passionate about.
There are plenty of roadblocks to keep you from using the 5 C’s:
Policy
Culture
Bureaucracy
Momentum (in the another direction)
Window Dressing
Misinformation
Lack of Top Level Support
Lack of a Plan
Lack of Commitment
Lack of Resources
David addresses all of these topics and more during the twebinar so take the time to listen to it. And follow David on Twitter where he shares lots of great info with everyone.
In closing, David explains how brands should look at communities as an investment. If you learn from and engage with your communities they will be an asset that grows. Community members will be your biggest fans and a source of feedback and inspiration.
And in case you don’t know, AwarenessInc is a social media platform provider that helps organizations engage with their audience through the use of communities.
Whew! We are almost at the end of the eight steps for successful change management. Can you begin to see the light at the end of the tunnel? The title of this next step sounds more like something that would be nominated for a Grammy Song of the Year, but is fundamental to achieving long term success in your organization.
Now that urgency has been established, a team in place to lead, a relevant vision is established to guide the way, you are communicating for buy-in, empowered action, identified and created short-term wins, how do you keep the drive going and not let up?
Eliminate Non-Essential Work: The easiest way to defeat change within your organization is to hamper the development with meaningless tasks. Use this period of change as a springboard to reevaluate processes and routines for better streamlining of time and resources.
Share Stories: Stats may communicate to the C-Suite, but you want change to seep into every fiber of your organization. Do this by sharing the feel-good stories and relationship-building that is occurring. Keep the momentum building!
Identify and Capitalize on New Opportunities: There are golden nuggets of opportunity lying in wait amongst those stories and lessons learned throughout the change management process. Keep you eye out for these opportunities to seek new ways of implementing your change vision.
How do you keep the momentum building until the change management process is ingrained throughout the organization? Please share your lessons learned.
We’ve got some more exciting news as the Radian6 community team continues to grow. This time, we’re more than delighted to welcome Katie Morse as Radian6’s newest community manager.
If you’ve interacted with Katie at all – you can find her on Twitter at @misskatiemo – you know she’s nothing short of fiercely energetic and smart. She’s spent the last several years in communications and marketing roles in the telco industry and most recently with Ripple6, so she’s well versed in the world of online communications. She’s also an avid music lover and has long participated in music communities across the web, and her blog offers up some great discussion on the impact that the internet and social web have had on the music industry.
Katie is another example of successful connections through social media; I’m pretty sure she and I met first on Twitter, and over the last couple of years we’ve connected at offline events – from tweetups to conferences – and through other online channels. She’s got some great perspectives about how social media is changing business and communication as we know it.
At Radian6, Katie will be helping us continue to build and serve our online community, with a specific focus on our corporate customers and their needs. She’ll be teaming up with me, Lauren Vargas, and Ali Lee to not only communicate with all of you and help create helpful content, but our entire team will be working together this year to build out a dedicated Radian6 community for our users, and the social media community at large (more news on that in future months).
If you’re not already familar with what Kiva.org is up to, start by checking out their work.
Their mission is to connect people through lending for the sake of alleviating poverty. In short, donors to Kiva make microloans in smaller dollar amounts to emerging entrepreneurs around the world. Donations help individuals gain financial independence and support their families, and Kiva works with existing microloan institutions to help find qualified entrepreneurs and get the money to the right spots.
Radian6 is working with Kiva to help them tap the potential of the social media world through listening, engagement, and measuring their efforts. And we want to share not only how they’re working with us, but how they’re working with the social media at large, including the campaigns they put together for this year’s Chase Community Giving contest. We’ll be joined by Chelsa Bocci, Kiva’s Director of Community Marketing, and Lisa Shah from the Community Outreach Team.
So, join us for our next live Twebinar on Thursday, February 4th at 2:00 PM EST. No pre-registration is necessary and it’s totally free. Just mark your calendar, and then head on over to the Twebinars website on Thursday to join in the conversation. Bring your questions. And if you’ve never been to a Twebinar before…
So… what is a Twebinar?
A Twebinar is a mashup between a live podcast/audio broadcast and Twitter as the backchannel for discussion.
Since we’ll be using Twitter, just tweet us your questions with a #radian6 hashtag, include a “?” and we’ll be sure to see them. We’ve built the Twebinar interface so you can see all the tweets and discussion at a glance, listen to the broadcast, and submit your questions as we chat.
Twebinar Tips:
Once the Twebinar has started, log in and you should hear music or the live broadcast. If you don’t hear the audio right away, please refresh your browser.
If you login before the Twebinar starts, refresh your browser once the Twebinar begins and the BlogTalkRadio (BTR) interface will show up and start playing.
To ask a question, type it in to Twitter using the #radian6 hashtag and end it with a “?”. We’ll see it.
Your hosts for this episode will be @ambercadabra and @davidalston. Feel free to send them advance questions on Twitter if you like. We’ll also have @vargasl on hand to help gather and answer your questions during the broadcast.
If you’d prefer to listen to the audio without the Twebinar interface, you can do so at our BlogTalkRadio channel.
The full broadcast of the event will be posted on our blog shortly after the event is over, or you can always listen to the archive on BTR.
Any other questions, leave them here in the comments or ask us on Twitter and we’ll do our best.
So, don’t forget to mark your calendars and join us next Thursday for a chat with the fine folks at Kiva.org. I can’t wait to listen and learn, so hope you’ll join us for the chat. See you then!
It is easy to get wrapped up in all the things we want to achieve big-picture in social media. Often times, to succeed in getting buy-in for turning your social media campaign into a viable program and integrated into the business, you have to score some small wins to give senior leadership and those on the front lines a warm and fuzzy feeling.
Now that urgency has been established, a team in place to lead, a relevant vision is established to guide the way, you are communicating for buy-in, and have empowered action, how do you find and create short-term wins?
Set and Communicate Measurable Objectives: First and foremost, set SMART objectives with the purpose of enabling control of your social media strategy, motivate workforce to achieve common goal and provide an agreed upon, consistent focus for all functions of the organization. SMART objectives are specific, measurable, achievable, realistic and timely. Ensure you have communicated these objectives to your entire organization. Think long-term goal, but don’t forget to include short-term wins that will get the ball rolling to securing social media as an integrated business function.
Establish Progress Reports: Stop the naysayers in their tracks, by informing your team, department and organization the status of your measurable objectives. Give those easy wins the limelight they deserve!
Build Momentum: Demonstrate how people are fulfilling the vision and resistance to change will begin to subside. Avoid focusing on only the stats of the objectives in the progress reports, but share the feel-good stories and relationship-building that is occurring.
In my previous life, my employer pumped up the workforce with the slogan, “Think Big, Act Small.” While I used to think that was hokey, I realized that it was the short-term wins that created the warm and fuzzy results that opened up new doors of opportunity and minds within senior leadership.
How are you finding, creating and communicating short-term wins? Please share your lessons learned.
Please join David Alston, VP Marketing & Community at Radian6, as he talks about how to engage in social media. He’ll tell you what to listen for, what to say when you engage, and how to measure your efforts.
Date: January 28th, 2010 Time: 2 pm EST Register Now!
Social media is not media; it’s a two-way communication channel for your customers and your community to reach out to you. And, since it is so easy for customers to express their issues, joys and needs, YOU need to be listening. This is an age where customers no longer line up to reach you. You need to reach out to them because they are talking whether you are listening or not.
Forty ads, nearly 100,000 tweets, and over 50,000 participants later and BrandBowl2010 is a wrap. It was a lot of fun to work on, and hopefully you found it interesting to participate in or just watch from the sidelines. Our partners at Mullen have posted the detailed results and some great analysis over here, but these are the highlights:
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=b6016dcf-3f73-49ce-ba18-7acca5d154c5)
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=90da2545-f9a1-49d7-a880-f18a1ce4fdd4)
