Unified Smart Social Quarterly q1 2015 Web

Q u a r t e r 1 ,

2 0 1 5

1

Q U A R T E R L YS M A R T S O C I A L

TM

T H E A M O U N T C M O S W I L L

S P E N D I N 2 0 1 7 S H O U L D

S C A R E Y O U

T H R E E W A Y S T O

D E C R E A S E Y O U R F A C E B O O K

A D V E R T I S I N G C O S T S

T H E O S C A R S M O S T S O C I A L

M O M E N T S D O M I N A T E D A N A V E R A G E

O F 3 . 4 M I N U T E S O N T W I T T E R

I N S I D E

Q u a r t e r 1 , 2 0 1 5

1

S O C I A L I N D U S T R Y S U M M A R Y

Q1 2015

W ord of mouth marketing has always been one of the most powerful ways to impact consumer actions. For instance, most people would be much more likely to watch a new TV show if a friend tells them that it s great, versus simply seeing a billboard for it while driving home from work. Both make an impact, but a personal connection to the source will always add gravity to the

recommendation.

Instead of talking about a new show to three people around the water cooler, people can publish their

thoughts to a much wider, connected group. As we see in our everyday lives, this new way to share ideas has

been adopted at scale with 73% of Americans now using some form of social media. And where consumers

go, marketers will follow with new opportunities to win them over.

While many refer to social as a new channel, the reality is that it s fundamentally an entirely new

engagement paradigm. Its combination of massive reach, real-time ubiquity and data-richness has quickly

ingrained social as a horizontal layer across the entire media mix instead of a vertical channel within it.

Additionally, socials incredible depth of data has firmly established it as a key component in the world of Big

Data. In fact, Facebook alone processes 500 times more data than the New York Stock Exchange and that s

just one of many avenues for audiences to connect with others.

This past quarter, social marketing continued to harness its strengths, leading to accelerated advancements

in targeting, video consumption and real-time alignment ( just to name a few). This edition of Unifieds Smart

Social Quarterly explores many of these recent trends, and looks ahead to the exciting innovation still to

come. We hope you enjoy.

Sincerely,

Rick MartiraV ice President of Market ing

From its very beginning, social

has been an evolution of

word of mouth communication.

1 1 S T A T S T H A T S H O W T H E E N O R M I T Y O F S O C I A L D A T A

T H E A M O U N T C M O S W I L L S P E N D I N 2 0 1 7 S H O U L D S C A R E Y O U

S O C I A L S S I G N I F I C A N C E I N M A R K E T I N G S B I G D A T A L I F E C Y C L E G I V E S A N E W T W I S T T O T M I

H E R E A R E 5 U N D E R U T I L I Z E D F A C E B O O K V I D E O T A C T I C S Y O U P R O B A B L Y A R E N T U S I N G , B U T S H O U L D

6 C O M M O N F A C E B O O K V I D E O F A L S E H O O D S A N D C O R R E S P O N D I N G B E S T P R A C T I C E S

T H R E E W A Y S T O D E C R E A S E Y O U R F A C E B O O K A D V E R T I S I N G C O S T S

7 M U S T - K N O W M I N D S E T S T O E N T I C E A F R I C A N A M E R I C A N S O N F A C E B O O K

T A B L E O F C O N T E N T S

06 14Data Socia l Spot l ight : Facebook

I N S T A G R A M A U D I E N C E S W E R E M O S T E N G A G E D F O R T H E G R A M M Y S M O S T N O M I N A T E D S T A R S

T H E O S C A R S M O S T S O C I A L M O M E N T S D O M I N A T E D A N A V E R A G E O F 3 . 4 M I N U T E S O N T W I T T E R

S U P E R B O W L X L I X A D V E R T I S E R S I N S P I R E O V E R 2 M M T W E E T S , B U T O N E D O M I N A T E D T H E T R E N D Z O N E

D I D # T I D A L F O R A L L M A K E W A V E S O N S O C I A L M E D I A F O R M U S I C A R T I S T S ?

I F Y O U T W E E T E D A B O U T O B A M A S # S O T U S P E E C H , Y O U P R O B A B L Y T A L K E D A B O U T T H E S E T H I N G S

22 31Pop Cu lt u re & Events About Us

Its time for marketers to embrace Big Data the same way that their counterparts in the financial markets have. Big Data, combined with platforms that leverage it to provide a layer of connected intelligence, is the key to CMOs maintaining their competitive advantage in a digital world.

- S H A W N D O U G L A S S ,

D A T A

P R E S I D E N T , B I G D A T A & A N A L Y T I C S

C H I E F T E C H N O L O G Y O F F I C E R

7 2015 Unified Social

11 STATS THAT SHOW THE

ENORMITY OF

SOCIAL DATA


M A R C H 5 T HD A T A

It s a Big Data world out there and social is the most rapidly expanding part of it.

Weve collected eleven stats that illustrate how vast it actually is.

11 Stats That Show the Enormity of Social Data

Every day people watch

hundreds of millions of hours on YouTube and generate

billions of views on Youtube

Twitter is storing 12 times more data each day

than the New York Stock

Exchange (NYSE)

288 million monthly active Twit ter users

347 million LinkedIn members in over 200 countries

300 million Instagram users

500 million tweets per day



Facebook generates 4 new petabytes of data and runs 600,000 queries and 1 million map-reduce jobs per day

1 billion+ Facebook video views per day, 3.2 billion likes and comments per day

Facebook ingests approximately 500 times more data each

day than the New York Stock Exchange (NYSE)

30+ billion Instagram photos shared,

2.5 billion likes per day, 70 million photos per day

300 hours of video are uploaded to YouTube

ever minute


Business insider: http://www.businessinsider.com/social-medias-big-data-future-2014-2Facebook: https://www.facebook.com/business/power-of-advertisingFacebook Research Blog: https://research.facebook.com/1522692927972019/facebook-s-top-open-data-problems/Twitter: https://about.twitter.com/company

Sources


M A R C H 2 N DD A T A

Fortune 500 CMOs occupy a unique and powerful

office. They bear the ultimate responsibility for a

brands marketing successesand its failures. In

2014, CMOs spent a staggering $179.8 billion on paid

media in the U.S. alone, according to eMarketer. On

the digital side, they are spending as much to keep

buyers (via marketing technology) as they are to find

new ones (via ad tech). Finally, as pundits foretell in

one of the industrys most often-quoted predictions,

by 2017 CMOs will outspend CIOs.

Collectively, those statistics

should scare the hell out of the

marketing industry.

Why? Because in this day and age, every ad

executionincluding broadcast, print and

offlineneeds to be tracked digitally and the C-suite

needs access to data at a moments notice. Yet

most CMO offices deal with complex technology

infrastructures made up of such a wide variety of

technology vendors that they cant gain a complete

picture of their own marketing data, despite the

unique value that each vendor brings to the table.

As an example of such complexity, consider this

scenario: Every CMO office has at least one agency

partner. Together, they interact with marketing

automation platforms that leverage a brands

CRM system. They use some version of a demand

side platform to buy and optimize display, video,

mobile and search ads. They work with data

management platforms to segment audiences and

enhance their DSP buys. Their teams monitor an

execution infrastructure that includes ad servers,

pixel management, web analytics and content

management systems, while simultaneously working

with publishers, social networks and third-party data

platforms. At the same time, theyre working with

new technology partners to harness the incredible

power of Facebook, Twitter and LinkedIn marketing.

That network of partners and vendors, individually

and collectively, generates an incredible amount

of invaluable data, but the industry lacks a layer of

connected intelligence to aggregate and present it

back to marketers in an actionable format. Instead,

Excel remains the most commonly used platform for

analysis, with PowerPoint most used for reporting.

Such reporting is generally confined to the campaign

level. Brand managers cant roll up campaign

reporting to the brand level across multiple execution

channels, and CMOs cant roll up brand results to

the corporate level. Incredibly sensitive information

driven from millions of dollars in media campaigns

is even passed around via email and on USB drives

without regard for corporate security.

Brands should be able to leverage their historical

data to inform their future marketing efforts and

then close the loop to quantify performance and

return on investment. Sadly, despite the fact that big

data has unlocked tremendous value for so many

The Amount CMOs Will Spend in 2017 Should Scare YouMARKETERS MUST BECOME DATA-DRIVEN OR RISK FAILURE

By: Shawn Douglass

The Amount CMOs Will Spend in 2017 Should Scare You


industries around the world, brand marketers are

being left behind rather than embracing the new

technology transforming other industries.

Marketing technology vendors arent stepping up

to innovate in this space. Industry giants are trying

to swallow a mishmash of technology theyve

come to possess via acquisition, and startups

have technology that masks legacy, people-driven

processes.

Big Data platforms can perform sophisticated

analysis of historical data in addition to processing

that data in real time. Advanced data science

applications provide predictive modeling, scenario

analyses, statistical modeling for marketing planning

and other critical information. Delivering real-time

insights allows marketers to make better decisions

and act on the most relevant information to improve

their future efforts.

Some 84% of enterprises see big data

analytics changing their industries

competitive landscapes in the next

year, according to a recent

Accenture study.

It is obvious that those who embrace big data and

analytics will gain a competitive edge, while those

that dont will see their market positions slip as they

fail to compete. Simply look at the impact of big data

and analytics on the financial markets that embraced

this changeand grew their businesses compared

to those that became extinct. Financial institutions

are, in many ways, like marketing analysts. Since

they dont manufacture a physical product, data

is one of their most important assets. That made

Big Data a huge differentiator for them when it was

adopted, since it automated the process of hundreds

of millions of transactions dailyleaving those firms

that tried to process such transactions manually out

in the cold.

It s time for marketers to embrace Big Data the same

way that their counterparts in the financial markets

have. Big Data, combined with platforms that leverage

it to provide a layer of connected intelligence, is the

key to CMOs maintaining their competitive advantage

in a digital world.

This post originally appeared in AdAge on February 11, 2015.

Photo credit to John Hope (https://www.flickr.com/photos/johnhopephotography/8692689876/sizes/h/ ) under the Creative Commons Licence. Photo is modif ied.

The Amount CMOs Will Spend in 2017 Should Scare You


M A R C H 5 T HD A T A

A catchphrase that s right up there with lowest hanging fruit and 80/20 rule on the list of terms professionals love

to break out in business meetings and the reality is, it should be. Turning massive amounts of data and metadata

into actionable and meaningful insights is one of the biggest conundrums of the digital age. Not only is it an issue

that C-levels and data scientists should think about, but marketers as well. In this spirit, weve put together a chart

that outlines the marketing Big Data lifecycle, and how social contributes to each area:

DATA C YC L E S , S O U RC E S A N D S E T S

Socials Significance In Marketings Big Data Lifecycle Gives A New Twist To TMIB I G D A T A .

Heres a simplified schematic of the main areas of the marketing lifecycle and the

corresponding data each step produces:

Socials Significance In Marketings Big Data Lifecycle Gives A New Twist To TMI


5 R E A S ON S W H Y S O C I A L S H O U L D B E C E N T R A L I N T H E B I G DATA D I S C U S S I O N

If social media isnt an essential part of your conversations or integrated into your dashboards, here are 5 great

reasons why you should consider integrating social data into your Big Data strategy:

This is partly due to the fact that social captures traditional digital data like cookie-based targeting, conversions and 1st generation activity, but has additional metrics unique to each platform. Page likes, retweets, Youtube views, multi-generational and Dark Social activity are just some examples.

What could be better than data thats directly from potential customers? The community-based aspect of social gives companies direct access to consumers who have raised their hand, asking to interact with your brand. This makes it easier for marketers to hone in on new users who are more apt to buy.

Not only is the data massive, but as new networks launch and features are added, social is also the fastest growing. To give you an idea of just how enormous this growth is, Facebook revealed that it processes 500 times the amount of data per day as the New York Stock Exchange.

Lets face it managing marketing operations typically means that there are a lot of cooks in the kitchen needed to whip up an impactful campaign, whether youre talking about keeping track of multiple internal teams and/or agencies. In addition to your social performance data, the metadata on your social teams provides another important dimension that is fundamental to evaluating and optimizing ROI.

We see this especially when it comes to mobile usage, as 29% of Americans opting to use social apps to pass time, more so than any other single category. In fact, even among the 35% of consumers who watch television while on a digital device, 39% do so to keep up with friends on social while enjoying their favorite programs.

Its Becoming The Largest Data Set Available

Theres A Lower Barrier

Its The Fastest Growing

Better Team Assessments

Its Where People Are Spending The Most Time

01

04

02

05

03

W I T H B I G DATA CO M E S B I G R E S P O N S I B I L I T Y

Weve covered how social fits into the lifecycle, and why you may want to check your temperature if it isnt included

in your data strategy, but as with all things business there are challenges too. Social data is arguably the most

complex, unpredictable and continuously changing. With so many unknowns and moving parts, it also presents the

biggest potential for lots of waste in the marketing supply chain as well. Add in the fact that consumers are able to

control what theyre exposed to, making it harder to reach them, and you have a puzzle that could rival the rubix

cube. CMOs will find that these challenges are not only going to become more pressing, but they will likely be held

to a higher accountability as well.

Socials Significance In Marketings Big Data Lifecycle Gives A New Twist To TMI

Sources

1966 Coke Coca-Cola Advertisement Readers Digest August 1966 | SenseiAlan is licened by CCBY 2.0 | Image was cropped

S O C I A L S P O T L I G H T :F A C E B O O K

- S H A R O N A S A N I E O F F ,

S E N I O R S T R A T E G I S T

Mobile video consumption has grown more than 500% since 2012, and in many ways Facebook is leading the way. Marketers who become savvy in enhancements like video retargeting, sequential messaging and custom audiences will have a sizeable advantage in a medium thats showing no signs of slowing down.

H E R E A R E 5 U N D E R U T I L I Z E D FA C E B O O K V I D E O TA C T I C S Y O U P R O B A B LY A R E N T U S I N G , B U T S H O U L D

2015 Unified Social16

S O C I A L S P O T L I G H T : F A C E B O O K

Here Are 5 Underutilized Facebook Video Tactics You Probably Arent Using, But Should

2015 is undoubtedly the year of social video. So much so that the worlds largest social network has already made significant strides developing its strategy, more than tripling the amount of year over

year video content in News Feeds worldwide. Heres where advertisers may be missing out.

NATIVE VIDEO KILLED THE YOUTUBE LINK STAR

With so much evolution in so little time, what is a brand to do? We found 4 tactics marketers should be

taking advantage of, and added one of our own for good measure:

THESE UNDERUSED TACTICS CAN CREATE ABOVE AVERAGE RESULTS

Now that Facebook has over a decade under its belt, we can clearly see an evolution of video on the

platform. And while the ability to upload and share video has been available since 2006, last year

marked the explosion of premium ad options for Facebook native video including targeting (and

retargeting), sequencing and the advent of auto-play. These tactics have become so successful in fact,

that in August of last year the Book surpassed YouTube for desktop video with over 12B views recorded

from June 2013 to August 2014.

Or at least put it on a respirator

J A N U A R Y 2 9 T H


2015 Unified Social 17

LOOKING AHEAD

Sources

The New Universal Language: http://insights.fb.com/2015/01/07/new-universal-language/

The Value of Storytelling on Facebook for Marketers: http://insights.fb.com/2014/07/15/the-value-of-storytelling-on-facebook-for-marketers/

Beet.TV: http://www.beet.tv/2014/10/brandcomscorefulgoni.html

Benefit Cosmetics Case Study: https://resources.adroll.com/i/382864

Television is and continues to be the primary method for generating a massive reach in a short amount of time. Social media in contrast is more like a scalpel than a sword, which can get to the most relevant consumer for your brand. Companies who advertise on TV, especially for huge live events like the Golden Globes, the State of the Union, or the Super Bowl, should take advantage of Facebooks reach & frequency and cross channel reach (XCR) tools to follow valuable audiences across platforms.

Auto-play has revolutionized how we consume video on Facebook, and with this change comes some key learnings for advertisers. First off, unlike preroll where the user

is somewhat forced to view to get to the content that they desire to watch, Facebook users are already in a content discovery mindset when your video hits their feed. Consequently, not only must your content must be visually stimulating and interesting, its got to be visually interesting in the first few seconds. Oh, and because auto-play is initially

muted, you also have to be stimulating without sound. Your move content teams.

Ok, so maybe youve been reading this and feel pretty good because youve already been testing, targeting, storytelling and stimulating. If you are, trust us you are ahead of the curve. But which users are viewing only a few seconds, and which are watching until the very end? Make sure your social marketing platform can help you differentiate between who

completes your videos, and who does not.

As a social marketer you are likely aware of retargeting photo or link ads, but our source says that many companies are not taking advantage of this feature for video content. For those still learning, retargeting allows brands to re-engage users that visit their website without converting (e.g. signing up for a newsletter, completing an order, etc.) on social media. Retargeting campaigns in general can generate as much as twice the CTR and 8 times the ROI then those that dont.

While living in the moment may be great advice for life, Facebookers tend to want the whole story. Enter: sequencing. While it s common knowledge that the most successful companies are those who can tell their brand story in a way that is both entertaining and simple, very few marketers are telling it via social video. Sequenced stories can increase the amount of people visiting your landing page by 87% and conversions by 56%. Add in a little underutilized targeting (cough retargeting cough cough) and BAM - thats a spicy social marketing sauce.

Test Alongside TV

Constructing Effective Creative for Auto-Play

Understand The Value of Your Views

Revisit Retargeting

Storytelling Isnt Just For The Kids

01

04 05

03

02

These tactics are just the beginning the network has already hinted at some more big things

happening this year as well, including scaling the best video features across their entire ad suite.



Best Practice: Who wouldnt want to make another attempt to woo users that engaged with their

brand, but didnt quite convert in the way they wanted

them to? While retargeting isnt new, many marketers

dont realize that this is available for video ads. If you are

creating a series, retarget users who watched previous

videos. Alternatively for single video campaigns, try

retargeting users that only watched part of the video to

entice them to complete the view.

With so many changes, new features, and strategies it can be hard to sort out Facebook fact from fiction. Not to worry, here are 6 common misconceptions that weve heard from our clients and partners:

For the sake of efficiency, many marketers use YouTube (or other external links) to post video content to their Facebook page. After all, two social networks should be better than one right? Answer: Wrong.

You got a ton of views and you are feeling like you may just be able to teach Spielberg a thing or two. After all, all those views meant that they fully digested the video. Answer: Nein.

Retargeting is only for photo and link ads. Answer: Nope.

Six Common Facebook Video Falsehoods, And Corresponding Best Practices

Best Practice: Upload your videos directly to Facebook to ensure a seamless user experience, and to

unlock comprehensive reporting on views, users and

retargeting, which you wouldnt be able to do otherwise.

Best Practice: A view is actually defined as 3 seconds or more. Be sure to check your analytics to determine how long Facebookers actually tuned in. This allows you to optimize creative moving forward to determine the best video length, imagery

and narration for your brand.


M A R C H 5 T H

01 02

03

Retargeting Is Only For Non-Video Ads Its Better To Use YouTube Links

A Video View Means That The User Watched My Entire Video.



In building out your campaign details, you have the option of prioritizing engagements, reach or views. Isnt engagement the whole point? Negatory.

You only want to spend budget dollars on the users who will watch, promote or purchase, so wide targeting is clearly a waste of money. Answer: Nyet.

The Majority Of My Shares Will Be From The Original Post

Best Practice: For the vast majority of campaigns, video views should be the main goal in order to efficiently optimize targeting to the viewers that are most likely to watch. Engagements should only become the main objective if the creative has a

strong call to action to encourage virality.

Best Practice: Starting off with a mass audience can help you create an effective targeting

strategy by building a bucket of active Facebook fans

that can be used later for retargeting or as criteria

for future campaigns.

Best Practice: If youve never heard of the terms multi-generational activity or Dark Social, make it your

mission to learn them. The reality is, as much as 60% of

shares are from multi-generational or dark social (copying

and pasting links) behavior, so be sure to ask your social

marketing platform partner about how to setup your

website to capture this engagement.

05 06

04 My Campaign Objective Should Be Engagement (Likes, Comments, Shares)

Comprehensive Targeting Is Always Best

Only views, likes, comments and shares will originate from your page post. After all, thats what my social marketing platform tracks. Answer: Not So Much.



B alancing a marketing budget can be a meticulous task figuring out how to spend and how to save. Luckily, when it comes to Facebook, weve got a few tips that can make the process of saving some serious coin a little less complicated.

Three Ways To Decrease Your Facebook Advertising Costs


J A N U A R Y 2 2 N D

1

3

2

Are you sensing a theme here? Overall, casting a wider net (as long as it s not too extreme) for

campaigns drives down pricing bids, increases reach and makes you shine as the money savin social

superstar you are.

In this case, budgets that are too big and too small just wont do its about finding the right balance. If your budget is too small you cant optimize or

drive cost efficiencies. And alternatively, if your budget is too big for your

flight and target audience size, you run the risk of driving up the bids without

increasing your reach. In this Facebook fairytale, you are Goldilocks and your budget size are bowls of porridge. Find the one that is just right.

This may be the one case where time isnt money. In fact, the longer you extend the flight of your campaign,

chances are your budget spreadsheets will be a lot happier. This is due to the same reasons that increasing audience size decreases spend in that a longer time span boosts the likelihood that users will login and see your ad. Extra Credit: Make sure your social marketing tools have their own optimization technology that can take advantage of longer flights.

Targeting the strategy du jour on every marketers menu. What you may not realize is that complex targeting comes with a heftier price tag, mainly due to the fact that it makes it much harder to find your end user, and there

may also be a lot of other companies bidding on the same criteria. Expanding your audience decreases competition, and increases the likelihood that they will login during your campaign flight. And, since there are no maximum

inventories on social like there are in display, feel free to go all out.

Bigger Is Definitely Better

Size Matters

Let Your Ads Take Flight



45 million strong, African Americans have an estimated buying power of $1.1 trillion this year. Digital-minded, trend-setting and health conscious, this consumer is also 28% more likely to purchase a product that is advertised on social media. And for the brands interested in reaching the 22.0MM using Facebook, weve got you covered. We have compiled a list of demographics, behaviors and interests to help you target better and optimize campaign KPIs.

This consumer is not only responsive to advertising, but is also extremely social. Brands (especially those in the beauty, fitness and entertainment industries) who are able to launch clean campaigns that focus on value will undoubtedly see desirable results.

7 Must-Know Mindsets To Entice African Americans on Facebook

F E B R U A R Y 1 9 T HS O C I A L S P O T L I G H T : F A C E B O O K

1 | Women In The ForefrontFrequently Female: 58.1% Female, and are 20.0% more likely to identify as an 18-44 year old female than the general Facebook population.

Mostly Millennials: 47.3% are identified as millennials.

Kids Arent Necessarily Key: African American Facebookers are equally as likely to have children in their home as they are to have none.

2 | Down South Is On TopSouthern Charm: Texas and Georgia have the largest population of African American Facebook consumers at 1.8MM users each. New York is runner up with 1.6MM users.

States To Steer Clear: The least populated states are Wyoming and Vermont, with 2.2K and 2.8K users respectively.

3 | Cash Is KingOpts In To Cash Out: This consumer is 144.5% more likely to purchase with cash as the general Facebook population.

VIPs for R&R: African Americans are 113.6% more likely to spend money on spa services.

Interested In Auto: Most likely to buy midsize cars and luxury sedans, this group is 36.7% more likely than the average Facebook user to be interested in auto.

4 | TV Is On TopCalls For Comic Relief: 24.8% more likely than the average Facebook user to be interested in television, this consumers top genres are comedies (106.3% more likely) and reality TV (43.8% more likely).

Big Book Worms: African Americans are 28.2% more likely to be interested in books than the general Facebook user.

Grabs For Games: 59.1% of African American Facebook users are interested in video games, and are 26.6% more likely to identify gaming as a digital activity.

5 | Mobile MogulsSuper Surfers: 90.9% use a smartphone or tablet to access the internet

Avid Android Owners: This consumer is 78.4% more likely to own an Android device than an iOS device.

Computer Inclinations: 87.6% use Windows OS, and 56.4% use Yahoo! mail.

6 | Big BusinessBusiness On The Brain: African Americans are 76.1% more likely than the Facebook population to be involved in entrepreneurship, and 35.6% more likely to be involved in business.

Digital Divas: Familiar with the digital industry, this consumer is 324.4% more likely to be in the social marketing, 38.9% more likely to be in the social media industry, and 166.0% more likely to be in online banking than the average Facebook user.

Fashon Cents: African Americans are 83.1% more likely to be in the fashion industry than the general Facebook population.

7 | Fitness FanaticsFootball Fans: Users are 62.1% more likely to watch the big game, 41.0% more likely to identify as a casual football fan than the average Facebook user.

Into Working Out: African Americans are 73.4% more likely to indicate going to the gym as a hobby then the general Facebook population.This consumer is not only responsive to advertising, but is also extremely social. Brands (especially those in the beauty, fitness and entertainment

industries) who are able to launch clean campaigns that focus on value will undoubtedly see desirable results.

2015 Unified Social 217 Must-Know Mindsets To Entice African Americans on Facebook

Sources For sourcing visit: http://www.unifiedsocial.com/blog/2015/02/19/usocialstudies-7-must-know-mindsets-to-entice-african-americans-on-facebook/

- R A S H I D A B O Y D ,

P O P C U L T U R E & E V E N T S

As we continue to see brands leverage the powerful integration of live events and social media, marketers should embrace two schools of thought. First, how to maximize their own content, especially through new enhancements in social video. And second, understanding how much time there is to get in on the real-time, spontaneous conversations that can extend relevance and reach.

M A R K E T I N G M A N A G E R


F E B R U A R Y 9 T HP O P C U L T U R E & E V E N T S

Instagram Audiences Were Most Engaged For The Grammys Most Nominated Stars

Surprisingly, Instagram reeled in the most engagement among the musicians, accounting for 78-100%

of activity. In contrast to the Grammys accounts which leaned heavily on Twitter, 59.1% of the artists

content were on the photo sharing site, suggesting that it was the preferred social network used to

connect with fans. While the Grammys account tweeted over 300 times, the show received the most

audience engagement on Facebook despite the smaller volume.

In s t agram Mos t Popular A mong Mos t Nominate d St ar s

Instagram Audiences Were Most Engaged For The Grammys Most Nominated Stars


F E B R U A R Y 2 3 R DP O P C U L T U R E & E V E N T S

people tuned in to the 87th Annual Academy Awards to get a glimpse of what Hollywood royalty slipped on, as well as what

host Neil Patrick Harris slipped off (whether they wanted to or not). The films honored ran the gamut from a washed up actors plight to realize a broadway dream in Birdman to a young drummers journey to discover his own potential in Whiplash. With few companies able to leverage big

moments in live events (think Arbys asking Pharrell to give them their hat back at last years Grammys), we wanted to see how long the

movie magic would last online, and more specifically, how long brands have to take advantage of the chatter around it.

The Oscars Most Social Moments Dominate An Average of 3.4 Minutes on Twitter

34.6MM

Before we talk timing, let s take a quick look at the biggest moments themselves.

The digital culmination of one of the industrys most coveted awards, was when

The Sound of Music star and movie icon Julie Andrews took the stage after Lady

Gagas tribute, generating over 32K engagements. Best picture winner Birdman

was close behind, generating over 30K reactions, while winners Patricia Arquette,

Alexandre Desplat and Graham Moore round out the top five.

26.9K

26.3K

28.5K

25.4K

26.9KJust after Alejandro G. Irritu wins best directorJust after Everything Is Awesome is performed from The Lego Movie

Common and John Legend win best original song

Eddie Redmayne wins best actor

Neil Patrick Harris monologue ends, makes Oprah joke

HONORABLE MENTIONS GO TO:Number of engagements

Masked with text overlay image of Hello Target people! (https://flic.kr/p/bQ4exD) under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

Clipped image of Neil Patrick Harris (https://flic.kr/p/foZdpS) under CC BY 2.0 (https://creativecommons.org/licenses/by/2.0/)

THE TALE OF 281.9K TWITTER ENGAGEMENTS 1



With todays average attention span lasting a mere 8 seconds, knowing when to get into a conversation is

paramount to brands and media alike. In analyzing the top ten moments, we found that the average amount of time

that passed from the engagement volume peak to valley was 3.4 minutes, with the longest span lasting 6 minutes.

Essentially, this means that they were able to rise to the top Oscars Twitter chatter for this amount of time.

Looking deeper at three specific examples and number of mentions for their Twitter handles, things get even more

interesting. While the impact of Lady Gagas tribute didnt die down to pre-performance levels for approximately

34 minutes, it took merely 6 minutes to peak and another 7 to reach its half life. We see similar results with Patricia

Arquette and original song winners Common and John Legend as well, although on a smaller scale.

NOTE: Half life here is defined as the amount of time for total mentions to reach half the amount of the peak moment.

All in all, brands had about three minutes to jump in the broader conversation about the awards overall (tweets

using hashtags like #Oscars, #Oscars2015 or #AcademyAwards and mentioning @TheAcademy), and anywhere from

7 to 13 minutes to join the chatter about the celebrities themselves (@LadyGaga, @Common, etc.).

TIMING IS EVERYTHING


Methodology:

Top Moments: We analyzed all tweets that mentioned @theacademy, @actuallynph, #oscars, #theoscars, #oscarscreators, #oscars2015, #theoscars2015,

#academyawards, #academyawards2015, #nph, #neilpatrick, #neilpatrickharris

Account Drilldown: We analyzed all tweets that mentioned @LadyGaga, @PattyArquette, @Common, @JohnLegend

Source:

Twitter data provided by Unified (www.unifiedsocial.com)


F E B R U A R Y 2 N DP O P C U L T U R E & E V E N T S

Unless you decided to live under a rock this weekend, you either heard about Super Bowl XLIX, were one of 100MM+ people watching, or sent one of 10.3MM tweets talking about it. And while the Patriots and Seahawks boasted over 1.6MM mentions each, the advertisers, who paid approximately $9MM per minute, also caught their fair share of the social limelight. The brands ran the gamut, from big name Super Bowl veterans like McDonalds, Coca-Cola and Budweiser to smaller newcomers such as Mophie and Avocados From Mexico. So what does over $400MM in ads get in social activity? We looked at which brands got the biggest buzz.

OUR APPROACHWe looked at tweets sent between February 1st at 6AM

EST to February 2nd at 6AM EST, that included hashtags

&/or twitter handles relevant to the advertisers.

Super Bowl XLIX Advertisers Inspire Over 2MM Tweets, But One Dominated The Trend Zone

THE CHAMPIONS OF TWITTER CHATTEROf the brands we analyzed, McDonalds came out way ahead

of the game for its share of tweets that included either @

mcdonalds or #McDonalds with 552.2K uses. Pepsi and Coke

were neck and neck for the second and third spot, with 310.9K

and 308.2K tweets respectively.

#552.2K

uses310.9K

uses308.2K

uses

T W I T T E R H A N D L E S@amfam, @AvosfromMexico, @bmwusa, @budlight, @Budweiser, @CarlsJr,

@CarnivalCruise, @CocaCola, @Doritos, @DoveMenCare, @eat24, @esurance,

@Friskies, @jackbox, @kia, @lexus, @loctiteglue, @MBUSA, @McDonalds,

@Microsoft, @mophie, @Nationwide, @Newcastle, @Nissan, @OldSpice,

@pepsi, @Skittles, @SNICKERS, @Toyota, @TURBOTAX, @Victoriassecret,

@volvocarsus, @weathertech, @weightwatchers, @Wix

H A S H TAG S#AllNaturalBurger, #AmericaAtWork, #AvoFan, #BandofBrands, #BestBuds, #CarlsJr,

#CarnivalCruise, #CrashtheSuperBowl, #DearKitten, #DreamFearlessly, #EatASnickers, #esurance,

#Friskies, #HelloFuture, #InvisibleMindy, #ItsThatEasy, #JackInTheBox, #KiaSorento, #LexusNX,

#MakeItHappy, #MakeSafeHappen, #McDonalds, #Microsoft, #OldSpice, #OneBoldChoice,

#PursuingMyDream, #RealStrength, #SettleIt, #Snooperbowl, #StayPowerful, #Surface,

#TaxesDone, #TheBigRace, #UpForWhatever, #VictoriasSecret, #Volvo, #VolvoContest,

#WeightWatchers, #WinAtGlue, #WithDad




BREAKING DOWN BRAND ENGAGEMENT

M C D O N A L D SThe fast food giant aired its first commercial at 6:22PM, showing customers surprised by something, but

not revealing the reason why quite yet. While this led to a small spike in activity, significant engagement

didnt come until a minute after the second airing, which revealed that customers were invited to pay

with lovin, such as calling mom to say I love you. Brand conversation remained strong to the end,

generating over 524.6K mentions of their handle and 9.6K hashtag uses overall.

Pepsi ads asked viewers if they were hyped for halftime, and aired prior to pop sensation Katy

Perrys big performance. As expected, both account and hashtag use peaked just minutes after the

show ended. There are some small peaks within 1 minute after each commercial airing, suggesting

the ads produced a small lift in chatter. Although centered almost exclusively around the halftime

show, the brand still was able to produce 60.7K mentions of their handle.

PE P S I




A P R I L 2 N DP O P C U L T U R E & E V E N T S

Did #TIDALforALL Make Waves On Social Media For Music Artists?

Last month, Jay Z and friends announced their decision to cross low music streaming royalties off their list of 99 problems Beyonc surprise style. The live stream debut of TIDAL, the worlds first artist-owned streaming service undoubtedly caused some commotion throughout the industry, but as always, were more interested in the social story. We looked at some of the most social artists backing the venture to see how the announcement impacted engagement on the two largest networks. Heres what we found:

OUR APPROACHAnalyzing both Facebook and Twitter accounts for Jay Z, Madonna, deadmau5, Jason Aldean, Nicki Minaj, Beyonc

and Rihanna from when Jay first teased the venture on March 29 until 24 hours after the webcast we found some

interesting results:

A RTIS T S IN THIS EDITION: Jay Z , Madonna, R ihanna , Jason A ldean, deadmau5 and Nick i Minaj

DATE R A NGE: March 29 -31, 2015 ( T IDA L announcement made on March 30 , 2015)



THE SOCIAL TOTALSPop icon Madonna got the socialverse sharing with pictures of her with fellow rebel hearted TIDAL divas Alicia

Keys, Beyonc and Rihanna. During the 72-hour period, the material girl racked up over 880K engagements, which

accounted for a 38.1% market share of total activity produced by the accounts analyzed.

Honorable mention goes to Nicki Minaj with 537.6K engagements for a 23.3% market share.

The Jigga Man didnt do so bad himself either his post on Facebook and Twitter had the highest number of shares

among everything published by the artists during this timeframe.

ACTIVE AUDIENCESWeve covered who got the most volume of shares, comments, likes, retweets and favorites sure but which

artist s audience is most reactive regardless of overall size? The answer: Madonna wins again. Not only did her fans

produce an impressive 167.3 engagements per 1K users, but they were more than 3 times as active deadmau5s audience, which was next in line at 52.9.



J A N U A R Y 2 2 N DP O P C U L T U R E & E V E N T S

If You Tweeted About Obamas #SOTU Speech, You Probably Talked About These Things

If You Tweeted About Obamas #SOTU Speech, You Probably Talked About These Things

D id he just say FREE COLLEGE TUITION?Needless to say, the president s speech inspired a wide variety of emotions from Congress, pundits and the public

alike. Obamas strong stance on the economy, education, labor issues, immigration and equally valuing all Americans

set social ablaze with 2.4MM tweets generated from 8 AM EST the day of through 8 AM EST the following morning.

We plotted spikes in engagement over specific moments of the broadcast to see what people reacted to.

OUR APPROACHWe looked at tweets that mentioned specific handles (i.e. @whitehouse, @whlive, @barackobama, @vp, @joebiden,

@johnboehner, @speakerboehner, @gop or @thedemocrats), or utilized specific hashtags (#sotu, #progress,

#askthewh, #freecommunitycollege, #familiessucceed, #betterbroadband, #immigrationaction, #americaleads,

#loveislove, #actonclimate, #middleclasstaxcuts, #raisethewage, #leadonleave, #obamacare) relevant to the speech.

BIGGEST MOMENTS OVERALLTHE DIGNITY AND WORTH OF EVERY CITIZEN

In contrast to the spikes we see in award shows, where buzz starts at the beginning of the broadcast, there were no

significant spikes at 9:09 PM when Obama starts his speech. It is only towards the very end of the address, where

Obama urges Americans to embrace all our differences regardless of gender, sexual orientation or immigration

status, where we see the biggest spike in activity. Other noteworthy moments include when he speaks of

perseverance in hard times, labor issues and college reform.

C O N T A C T U S

More From Unified

C H E C K T H E M O U T A T : U n i f i e d S o c i a l . c o m / b l o g

1. Here Are the Halftime Highlights You Havent Heard Pepsis Triple-Digit Engagement Growth and More2. The Golden Globes Most Tweetworthy Moment May Surprise You3. 4 Award Shows Aired This Month, But This One Stood Out On Social4. CES Sponsors on Social, and How Audiences Responded5. 3 Music Festival Lineups Revealed, But Only One Took Center Stage On Social6. How Brands Can Use Social To Cash In On Gift Card Gold7. Our Facebook Video Campaign Checklist Gives You Four Steps To Help You Prep8. The Anatomy of a Succesful Social Marketing Team9. 2014s Best Tactics and Tools For Social Media Marketers10. Unifieds Campaign Keyword Series Valentines Day Edition11. How New Year Resolution Season Translates To Social Engagement12. How Chocolate Brands Sweet Talked Social Fans For Valentines Day Week13. Saturday Night Drove Top Twitter Engagement for Brand Sponsors During NBA All-Star Weekend14. Five Quick Facts You Should Know About Facebook Video

Unif ied is an award-winning marketing cloud technology company. Unif ied provides professional marketers

with powerful insights, content, and advertising tools built on the industry s most advanced data plat form.

Unif ied serves over 600 customers, including Global 2000 enterprises and their advertising agencies, from

its of f ices in New York, San Francisco, Los Angeles, and Chicago.

For more information, visit www.Unif iedSocial.com.

S I G N U P F O R A F R E E D E M O

TM

180 Madison Ave, 23rd Fl , New York , NY 10016 | 1.855.236.5482 | w w w.Unif iedSocial.com

Documents

Unified Smart Social Quarterly q1 2015 Web