-- Teleflora: Tops the list of winners due to the brand's association
with Valentine's Day
-- Cash4Gold: Came in second and capitalized on the down economy,
marketing a way for people to put extra cash in their pockets. This, in
combination with cameos by MC Hammer and Ed McMahon, contributed to the
strong online engagement
-- CareerBuilder.com: Also in the top three due to the increased focus on
the country's growing unemployment and the number of people that could
relate to the "It May Be Time" commercial content
-- H&R Block: In sixth place -- as tax season approaches, Americans are
far more concerned with their finances than ever before.
The results also rank the losers in terms of Social ROI, most of which are
big brands with flashy and shocking advertising, but do not address
specific, timely wants and needs of the audience. These include:
-- Audi and Toyota: In a down economy, buying automobiles is not a high
priority for most Americans, and this showed in both brands' lack of Social
ROI
-- GE: A creative ad could not generate buzz for this massive brand that
most consumers are indifferent to.
In addition to determining Social ROI, Networked Insights also ranked the
top 10 advertisements from the Super Bowl based on online interactions with
Bridgestone's "Potato Heads" commercial taking the top spot, followed by
Doritos' "Crystal Ball" ad and Bridgestone's "Spacemen" commercial.
Compared to USA Today's Ad Meter chart, Networked Insights' list showed six
commercials with high engagement that did not appear in the Ad Meter
results.
"Translating TV viewers into engaged online users was a key goal for many
Super Bowl advertisers, and Networked Insights' data shows who succeeded
and who failed," said Dan Neely, founder and CEO of Networked Insights.
"The days of flashy Super Bowl ads are over, it's now about relevancy and
speaking to the concerns of your audience to drive engagement once the game
ends."
To gather data for this Measuring the Social Report, Networked Insights
tapped more than 17,000 social media and social networking sites, which
included 3.5 million conversations per day and over 120 million unique
users.
For continued insights subscribe to the Measuring the Social feed at
www.socialsights.com.
About Networked Insights
Networked Insights measures the social to drive more effective marketing,
by determining who to target and how to convert them. We tell you where
they are, the influence they carry and the language they use. Networked
Insights gives companies the ability to discover and act upon real-time
Customer Intelligence from a wide variety of social media sources,
providing truly customer-driven insight based on both content and social
behavior generated from customer-to-customer interactions. Previously,
companies gained customer information by asking predetermined questions or
proving company-generated hypotheses. Networked Insights puts the customer
at the center of the intelligence process so that companies can let the
customer decide what's important. Networked Insights is privately held and
based in Madison, Wisconsin. For more information, go to
www.networkedinsights.com.
Contact Information: Contact: LaunchSquad Jeremy Frank or Gavin Skillman insights@launchsquad.com 212-564-3665