- 06 Feb 2014
- Jeremy Epstein
- No Comments
- Sprinklr Feature
This year, we have plans to grow by 300% again. From 30 clients (two years ago), we are now serving over 350 of the world’s most social, global brands including Intel, Cisco, Hearst, Virgin America, Dell, Microsoft, Samsung, Intercontinental Hotels Group, and 800Flowers.com
The Seattle Seahawks have just finished a triumphant run to their first Super Bowl, but rather than pile on with congratulations to Seattle, we thought we’d point out another winner from this year’s NFL Playoffs – gourmet steak distributor Omaha Steaks. The company harnessed a unique moment of cultural attention to execute a successful real-time marketing campaign in the midst of the NFL Playoffs. The impact was significant and immediate. We’ll dive into the data below.
The Rise of #OmahaOmaha
As background, Peyton Manning the quarterback of the Denver Broncos frequently uses the word “Omaha” as a signal for in-game tactical adjustments among his teammates. Depending on the situation, Manning can say the word dozens of times in a single game. With the advent of better on-field microphones and quiet crowds during home games it becomes possible to hear the phrase on national T.V. broadcasts every time he utters it.
Millions of people watching the NFL playoffs were initially confused, and then amused by the repetition of the word Omaha, and in the best spirit of real-time marketing, brands like Omaha Steaks joined the conversation in a fun and authentic way.
— Omaha Steaks (@OmahaSteaks) January 13, 2014
Many of the attempts at real-time marketing during this NFL playoff season were unsuccessful, but this particular tactic succeeded because of its timeliness and relevancy to the brand (not to mention the humorous content).
To get some more information we contacted Matt Hames, Social Media Manager at Omaha Steaks, and he offered up the following insight for their decision to join the discussion:
“There could not have been a more perfect real-time moment for our brand to join the football discussion. We’re not the kind of company that will pay the huge fees for a commercial during the Super Bowl, so when someone like Peyton Manning throws you a highly relevant real-time marketing opportunity, you really can’t afford to drop the ball.”
Was it worth it?
Manning’s use of the word Omaha quickly blossomed into a major marketing opportunity for Omaha based companies and a major philanthropic opportunity for Manning’s charitable Peyback Foundation. Over the remainder of the NFL playoffs, businesses in Omaha donated more than $70,000 to Peyton Manning’s charity.
Meanwhile, from a brand perspective, the benefit for Omaha Steaks was substantial. Over the course of a single football game more than 5,300 people took more than 6,500 social actions (commenting, share etc.) surrounding the #OmahaOmaha trend. This yielded more than 1.3 million earned impressions for the trend, and of all the social accounts to be mentioned Omaha Steaks was the most prominently placed of all.
Omaha Steaks was mentioned 3,600 times in the #OmahaOmaha conversation – more than 5 times the next nearest account.
New subscribers flocked to Omaha Steaks’ social presences based on their timely, clever tweets, and participation in the #OmahaOmaha trend.
All of these mentions and new subscribers yielded a huge spike in impressions for anything Omaha-related in general, and for Omaha Steaks in particular:
This story from Omaha Steaks highlights how a well-known brand with a moderate budget can extract substantial marketing value from real-time events. They simply need to identify a highly relevant trend, develop a highly relevant piece of content, and move quickly to capitalize. Omaha Steaks did all of these things and reaped the benefits of their decision.
“Hello, Mr. Epstein, how was your flight?”
A bit surprised, since you aren’t a VIP (if you are a VIP…use your imagination), you wonder how this happened.
After a bit of prodding, the bellman reveals his secret (video):
He popped the trunk and looked at your luggage tag while you were paying.
And then, you understand that this is part of the brand: making each customer feel special and unique. (more…)
As we settle into a new year, 2014 brings a lot of opportunity for those of us who work in the U.S. health care industry. Implementation of the Affordable Care Act brings a host of new opportunities and challenges, while the expansion and variety of social channels offers us the ability to share and receive more information than ever.
The opportunities, however, can be a bit daunting for digital marketers as we work to identify ways to allocate our resources to meet the needs of the communities, while accomplishing our business objectives. As I look into the digital space in health care, I see four key areas that marketers would be wise to focus on throughout the year.
Welcome back. It’s that time of the year again. The weekend we all root for a competitive game and laugh, or snore, at the advertisements that companies run alongside The Big Game.
This year at Sprinklr, we take the opportunity to showcase the power of Social Listening. By examining some key pre-game trends and testing a few predictions, we’ve been able to glean insights into the brands that are spending more and more on a host of digital and social initiatives to propel their TV spend.
We spent the past two weeks on YouTube and scoured articles published by AdAge, the NY Times, Variety Magazine and Forbes. We researched other news outlets for behind-the-scenes information and year-on-year context. Examining the overall news cycle, the first notable signal we gleaned was that the general mentions of The Big Game picked up speed more than a week ago, starting Saturday, January 25. This is when top hashtags on Twitter, #Superbowl and #SB48, started to gain traction.
This year’s Grammy Awards were jam-packed with extravagant performances, several wedding ceremonies, and some unconventional head gear. Pharrell Williams—musician, producer, style icon—sported an updated take on the cowboy hat, attracting social media attention from viewers, fans, and brands. But the cleverest commentary came from Atlanta-based fast food chain Arby’s.
The timely, creative tweet created a flurry of responses, from consumers, other brands, and even Pharell himself.
Arby’s didn’t spend a single advertising dollar on the televised “Super Bowl of Music” and yet saw a massive spike in its social activity and impressions in the days following the award ceremony. The brand typically attracts an average of 34.4 retweets and 36.5 favorites per tweet. The Grammy’s tweet garnered 83,163 retweets, a 2,416% increase, and 48,064 favorites, a 1,315.8% increase. Instead of spending hundreds of thousands of advertising dollars, they utilized a real-time social marketing opportunity that was relevant to viewers and facilitated engagement with consumers.
Brands including Pepsi, Cover Girl, Chevrolet, and MasterCard shelled out up to $1 million on televised advertisements. They were also highly active on social networks throughout the Grammy’s, tweeting about award-winners and performances. But none were able to top the level of surprise and delight of Arby’s witty, hyper-relevant message.
Linda Rene, executive VP-prime time sales and innovation at CBS, told Billboard Magazine, “Live events have really gone through the roof for quite a while. The social aspect has added to the immediacy of that — there has been an increasingly heavy demand from our partners moreso this year than any other year.” The live events space has presented a salient opportunity for brand marketers to engage with brands, and Arby’s Grammy tweet serves as a great example of this.
Real-time marketing is fueling the future of social business. Brands are now able to target the trends and content that their consumers are interested in, and directly utilize them as marketing material. The process of real-time marketing entails scanning the social sphere, identifying the trends, developing creative content with agility, and publishing with speed. We have published some great content that can help you and your team build a real-time marketing engine.
We can safely say that Arby’s wins the award for best Grammy’s tweet of the year.
Want more real-time marketing examples? Download our latest white paper today.
Remember the time when air travel used to be great? When flight attendants welcomed you by name, carving stations cruised through the aisle with prime rib, and you could drink as much as you wanted… for FREE. No? Me neither, but my dad talks about those days with a mystical glimmer in his eyes.
Community Manager Appreciation Day, celebrating it’s 5th anniversary this year, provides us a great opportunity to look at the future of the community manager as this profession, or discipline, evolves. While the position has been around for a while, it’s grown considerably in the past few years. We are moving beyond this being a social media position, and having it become more strategic, collaborative and innovative. In order to take full advantage of this, there are three ways to have community managers enhance your business.
This week at Dachis Group we’ve used our brand leaderboard software to look at who is winning at social in the airline industry. We’ve taken a 7-day snapshot (January 9-15, 2014) that captured data ranking and showcasing the social media analytics of the best performing airlines in social media.
Let’s take a look at who’s winning in social in the airline industry.
American Airlines is the most social airline
American Airlines comes in at number one overall with a score of 64 out of 69 total points, with the most impressions per post (impressions ratio) by far. They also earn the most engagement for each piece of content they post (content engagement ratio), and a strong showing in terms of of engagement per follower (engagement ratio). These scores demonstrate that American is not just relying on its large audience, but is also producing content that effectively triggers a consumer response.
American engages audiences on many topics, from flight delay updates to beautiful images of their airplanes and the cities to which they fly. They promote the latest movies and television shows being shown on long flights, share fun facts such as how long it takes paint to dry on a widebody plane, and their latest travel promotions. Their Facebook posts tend to garner thousands of likes, long comment threads, and hundreds of shares from plane enthusiasts as well as travel lovers.
After American Airlines, US Airways, United, Delta, and Alaska Airlines come in with strong scores as well. Alaska Airlines has a notably high content engagement ratio of 35.808, the highest by far amongst the top 10 overall.
American has the most reach, with KLM and Southwest close behind
When it comes to reach (impressions), American Airlines tops the list again. This means that they have achieved an ideal combination of producing good quality content to an engaged audience, yielding a high number of impressions. Our software measures not only the direct impressions a brand’s content generates, but also successive impressions that come from earned media. This approach takes into account both effect of social sharing and the quality of a brand’s audience.
KLM, Southwest, Delta, and Virgin America rank next. KLM has an active follower base, with content that includes witty copy, light-hearted topics, and beautiful imagery.
American also wins in impressions per post (impressions ratio), which measures the awareness that has been generated for a brand based on the propagation of a brand’s content through owned and earned media. Audience size is factored out of the measure, so that brands don’t rank high simply because of their existing follower base.
US Airways, Delta, Virgin and United rank next.
Emirates is the most engaging airline
One of the most critical pieces to the puzzle of social marketing success, engagement demonstrates how active audiences are in connecting with the brands they love. Emirates came in at number one for engagement levels, which means they succeed at entertaining and eliciting action from their audience.
Owned by the government of Dubai’s investment arm, Emirates’ often promotes the success and growth of the city of Dubai and the United Arab Emirates. They showcase deals, engage with consumers through quizzes and shared community photos, and publish eye-catching images of their airplanes.
KLM, American Airlines, Lufthansa, and Delta followed.
Content engagement ratio is a measure of how well a brand’s content is resonating with its audience. It is calculated by measuring the average number of social actions per brand post. Audience size is factored out of the measure, so that brands don’t rank high simply because of their follower base. Alaska Airlines is the top performer, with Emirates, Singapore Airlines, Qantas and American following.
Dachis Group leaderboards look at five metrics when calculating social performance: audience count, post count, impressions, participation, and engagement. We also look at engagement numbers per audience size (engagement ratio), and the average social actions per post (content engagement ratio). While a brand might be great at attracting a large audience, they might not be as good at engaging with that audience or frequently posting content. On the other hand, a brand could have a small audience, but be committed to engaging with that targeted group of people.
Track your brand against competitors
Customizable brand leaderboards are easy-to-use, straightforward indicators of how brands stack up against competitors in terms of audience reach, engagement, participation, and more.
Many of the world’s largest brands are using Dachis Group’s social analytics software to understand their performance in the social marketing space, make improvements, and see real results. Our big data platform enables marketers to quantitatively single out their achievements, as well as areas for improvement, in their social business practice.
Hungry for more data? Get touch for a free demo.
In the 1850s, for example, playwrights, actors and artists in London would frequent a press clipping agency to see what was being said about them in the news — in essence, “listening” for mentions of themselves.
Fast forward to today and the same remains true about human nature: people want to know what’s being said about them. But, the opportunities for brands to leverage these conversations are limitless.