Super Bowl Ads and Social Media Monitoring

The New Hyundai Sonata

What do you think of the commercials shown during Super Bowl XLIV? If you’re not sure which Super Bowl that is, it’s the one played in the year MMX. Please post a comment below. Even though this blog still doesn’t get quite as many hits as The New York Times, I assure you, with social media monitoring, your comment will be seen by the companies you mention.

Social media monitoring products such as Attensity360 allow companies to collect and analyze what is being written and said about them in global print, broadcast, online news, social media, and customer opinion sources. The value of this information is very high, because it provides direct insights into how consumers, bloggers, and journalists value a brand. It creates limitless possibilities for companies to react by reaching out to customers, re-thinking their messaging, analyzing their competitors, creating or re-designing products, and tweaking their keywords for search engine optimization.

The cost of a Super Bowl commercial is high, but I think the cost of not monitoring the public’s reaction through all media outlets is even higher, given the fact that social media is a goldmine of information about consumer sentiment. I’m now driving my second Hyundai Sonata, and the Hyundai Super Bowl ads (here’s one featuring Brett Favre) made me want a third because of the new design. What is it worth to Hyundai to read sentences like that, to find out directly from the public what they think of the new Hyundai Sonata and the Super Bowl ads? I think MasterCard would agree it’s priceless. If Hyundai uses social media monitoring and reads this, they could directly offer me a 25-percent discount on my next Sonata.

Do you think that CBS got the right price for the advertisements? How would you know, and how would CBS know? CBS would know if they used price optimization software as a service from companies such as Mimiran. Price optimization is a hot sector of business intelligence that analyzes the many factors contributing to getting the right price, including what consumers are willing to pay and your cost of providing a product or service. Pricing makes or breaks a business, so it’s crucial to get the right price.

Social media monitoring also informs other analytics, such as predicting and reporting sales results. For example, if the response to an advertisement is positive, there’s a good chance that sales will increase. You can even predict in which segments sales will increase based on the granular level of social media reporting. Companies can also use SaaS predictive analytics products such as eiVia to predict sales results based on social media monitoring reports, so that they can prepare to meet demand. SaaS BI products such as Birst can report sales results, and those results can be compared to consumer sentiment from social-media monitoring reports from Attensity360 and sales forecasts from eiVia.

Rather than switching between SaaS applications to get reports on social media monitoring, price optimization, sales results, and sales forecasts, how about seeing all of it on one screen, in a dashboard? That level of visualization gives you the power and confidence to define and execute a strategy like the best CEOs and coaches. With SaaS enterprise mashup products such as mashmatrix Dashboard, you can create or modify a dashboard in minutes to see whatever you need from available information to chart your course.

I used Attensity360 to analyze recent buzz about the Hyundai Sonata. Attensity360 found 1,116 content items mentioning the Hyundai Sonata over the last seven days (Super Bowl XLIV was five days ago). Here are some results:

• On Saturday before the Super Bowl nothing was written.
• On Super Bowl Sunday 236 items were written.
• On Monday through Friday following the Super Bowl, 270, 295, 186, 117 and 12 items were written, respectively.
• Sentiment was 44 percent positive; 40 percent neutral; 12 percent negative; and 4 percent mixed over the last seven days.
• Coverage has been trending up over the last 30 days; the highest daily peak four weeks ago was 50 items; the highest daily peak this week was 295 items.
• I can drill down and read any of the articles, posts, and tweets, and contact the writers directly.
• Social media content distribution over the last seven days was 42 percent discussion forums; 31 percent blogs; 27 percent micro blogs.

What possibilities can you imagine with similar information from social media monitoring for your company, products, industry keywords, competitors, and their products?