The Super Chatter Effect
I offered up a preview of Colle+McVoy’s Super Chatter on February 5th and I thought it would be appropriate to report back on how it went, the impact it made and what we learned. First, here’s some context of what we did and why we did it.
Social Media Footprint Of The Super Bowl
Last year, we used our Colle+McVoy’s proprietary Twitter analytics tool, Squawq, to measure how effective it was for advertisers to invest in Super Bowl television spots. We identified which ads were the most talked about on Twitter and calculated what the advertisers cost-per-tweet was based on their total ad buy.
This year, we set out with a more ambitious goal. We wanted to create a graphical representation of the Super Bowl’s social media footprint. We looked beyond analyzing the ads and monitoring tweets. This year’s analysis offered a more holistic view of the event and focused on how people shared their experiences across the social web via tweets, Facebook updates, blog posts and more. We conducted our social media monitoring analysis more broadly to uncover how the Super Bowl influences people’s behavior throughout the nation.
In order to accomplish this, we started by creating search queries in Collective Intellect and Radian6 to uncover all of the social media chatter surrounding the Super Bowl. Once our analysis was complete, we designed an infographic to visually display our findings and served it up using the Google Maps API. Here are a few pictures of what went on within the walls of Super Chatter headquarters on game day.
Ideas That Spread Win
Super Chatter relied entirely on the media in which it covered during the Super Bowl to spread itself. We tweeted about Super Chatter around 10am central time on February 7th and it immediately began to spread through Twitter, Facebook, blogs and advertising industry websites. We completed a detailed analysis of our coverage, but here are the highlights:
- The average visitor spent 23 minutes at collemcvoy.com/superchatter.
- Colle+McVoy’s brand sentiment was the most favorable it’s ever been in social media.
- Visits to the “Work” section at collemcvoy.com increased 40% during coverage.
Now these are metrics that spur healthy conversations about social media and it’s return on investment. People were highly engaged (23 minutes) in, and speaking positively about (most favorable brand sentiment ever), a C+M branded experience. And once they interacted with Super Chatter, they continued their visit at collemcvoy.com by checking out our work. We captured people’s attention by creating a highly relevant product with smart design, good content and a savvy user experience. By doing this, people willingly went on to look at our work without asking them to. Agencies spend a crazy amount of time trying to get their work noticed. People noticed ours unaided.
We produced Super Chatter with less than a week of upfront planning and a 12-hour turnaround from when the game ended to shipping the next morning. Our efforts had an incredibly positive impact on the Colle+McVoy brand and we exposed our work. Our investment made in social media was returned and then some. Even our CFO sent me an e-mail saying how much she appreciated knowing the fruits of our labor. Take the time to experiment. Take an equal amount of time to analyze the results. Take the time to merchandise your success to those you work with so you can do it again.