Who Won the Social Media #SuperBowl?

Indianapolis media company Exact Target spent the week leading up to Super Bowl XLVI, through 11pm Game Day, tracking social media mentions and likes for participating teams and advertiser brands.  Click to check out their infographic.

Other key findings:

• 5,679,596 Super Bowl related tweets
• 215,457 increase in Super Bowl related Facebook Likes
• New York Giants were the clear winner on Twitter with more than 1.5 million mentions
• Doritos topped advertisers with more than 47,000 tweets during the game
• 46 countries were tweeting about the big game
• Consumers are transforming ads into online commentary and content – the number of tweets and likes generated during the game soared.
• The game continued to activate fan bases up to the last minute. You’d have thought Giants fans would have liked them sometime during the regular season, but the week up to the game through the fourth quarter saw an additional 10% growth in the Giants fan base
• Advertisers who pre-released commercials on YouTube were able to build audience pregame, riding the wave of pregame anticipation to generate millions of consumer initiated views.

Via blog.exacttarget.com

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• NFL using “social media command center” to manage Super Bowl chatter (digitaltrends.com)
• Social Media Has Turned Super Bowl XLVI Teams’ Marketing Upside Down (momecentric.com)
• From Manning To Madonna: NBC’s Super Bowl XLVI Blasts Social TV Record [Infographics] (forbes.com)
• How to Follow Super Bowl 2012 With Social Media (mashable.com)
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Edison Media – Podcasting 2010

Tom Webster, VP of Strategy & Marketing for Edison Research, recently presented the renowned company’s fifth annual study of American podcasting consumers at the Blogworld New Media Expo.  The presentation contained previously unreleased data from The American Youth Study 2010 conducted by Edison Research & Arbitron as well as the Edison/ADM Consumer Attitudes to Podcast Advertising Study 2010.
| Watch Presentation (63m) | Download Slides |

Here’s what you need to know:

• Podcast consumers are highly engaged with social media
• A majority listen to podcasts in their vehicles (through iPod or other MP3 connectivity)
• Mobile Phone Media consumption is rising quickly, although most podcast consumers still prefer to get content on their desktop computers than dedicated media players
• About 70-million Americans 12+ have listened to a podcast in the past year, that’s up slightly from last year to 45% of the population

The most important takeaway point Webster makes is the podcast audience is no longer just an “early adopter,” but now more closely resembles mainstream media consumers.

Dave & Geri in Grand Rapids are a great example of a highly successful morning show which has made the transition from traditional radio to on demand content.  Their daily “FunCast” now averages more than 40-thousand downloads per week and continues to grow.  Paul Poteet & Tom Davis in Indianapolis are another example with their “Off The Cuff” podcast in Indianapolis.

Related Articles

• FIR Interview: Edison Research VP Tom Webster on the state of podcasting (nevillehobson.com)
• The State of Podcasting [Data] (hubspot.com)
• 70 million Americans agree: podcasting is still cool (heidi-miller.com)

Social Media’s Weatherman

This morning, severe weather including high winds and tornados are passing through central Indiana.  Local TV has, of course, jumped on the opportunity to show off their high priced radar toys.  Radio, for the most part, will quickly fit the latest information over the intro to a Lady Gaga song (except when the EAS requires longer interruptions).  But, some of the best local weather coverage will come – surprise – on the web.

Paul Poteet, a well respected national meteorologist and veteran of Indianapolis TV & Radio, is providing real-time updates via his Twitter/Facebook – including quick replies to specific local weather questions from his fans.  His website features the latest forecast, warnings, radar, and his podcast.

If you want to see an example of how social media can provide critical information to specific users immediately and on demand, check out what Paul’s doing … and remember, the “future” of content and information delivery is here now!  In fact, as I’m typing this post, I just saw a tweet from @StephMc5 who says “@paulpoteet I’m in my car and keeping an eye on your tweets to keep me informed! Thank you for the updates!!“  Notice she’s not listening to Paul’s reports on WZPL’s Smiley Morning Show – she’s reading his posts on her phone.  Welcome to 2010.

Paul Poteet:  Twitter | Facebook | Web & Podcast | YouTube

The Scotty Network

The Social Network, a film about Mark Zuckerberg and the launch of Facebook, opened nationally today amidst much chatter – because of the questionable ethics surrounding Zuckerberg, and because it’s a pretty good movie.  Scott Wise, owner/founder of Indiana based Scotty’s Brewhouse with 6 locations, also recognized it as a promotional opportunity for his chain of restaurants.  Scott, along with Bruce McClain and the rest of his team, are not afraid of taking chances promotionally.  This is the same crew who encouraged patrons to submit videos of themselves high-diving and kicking field goals to win gift certificates or play “Scotty’s Survivor.”  VIP patrons can earn rewards, using a loyalty program administered through Aloha POS software.  And, it’s the same Scott Wise who has embraced social media marketing perhaps more successfully than any other retail establishment in the state.  Scotty’s has three of the top ten Indiana check-in venues on Foursquare.  He personally has more than 5,000 followers to his @brewhouse Twitter account and has become a popular speaker on the subject.

So, it’s only natural that Scott would embrace the release of The Social Network for his company’s gain.  Presenting … Scotty’s Network, a two-minute video spoof of the film’s trailer starring Scott, members of his team, his restaurants and social presence, and local celebrities like Dave Smiley and Paul Poteet. 

[Click-through to watch the video at the end of this post and read more about The Scotty Network viral promotion]

Foursquare’s “Mayor” of Indy

I just happened to catch a post to the AroundIndy blog with current Foursquare check-ins as of September 22.  Not surprisingly, Scotty’s Brewhouse is on top.  But, it might surprise you that Scotty’s has three of the Top 10 check-in venues for Indianapolis.  And, if you take out the huge venues that host tens of thousands of people for events such as the Indianapolis Motor Speedway, Lucas Oil Stadium, Verizon Wireless Music Center, Victory Field, Conseco Fieldhouse, and the Indiana State Fairgrounds … Scotty’s Brewhouse would be the Top 3 check-in venues in town!  That’s impressive!

Scotty’s owner, Scott Wise, has executed perhaps the most successful social media marketing strategy in the area.  And, he does most of it himself.  Brewhouse employees are empowered to Tweet and engage customers online; but the @brewhouse Twitter and Facebook pages are run by Scott personally with a mix of promotional messages and personal anecdotes.  He has figured out the perfect balance of letting you know about a 10% discount if you check-in while also making you feel like he’s your next door neighbor (even if you’re only “friends” on Facebook).

To the professionals and business owners who say they don’t have time to control their social messages directly, or don’t see the value in having a social media strategy, Scotty says “I have 600 employees, 7 restaurants, twin 1-year-olds, and a 3-year-old son.  No excuses.  If I can make it work, you can too.”  (courtesy Blog Indiana)

Follow @brewhouse on Twitter or Like Scotty’s Brewhouse on Facebook and watch the example he sets for the rest of us.

Oh, and be sure to order their loaded tater tots!

Related Articles

• Foursquare and what it means for your business – an introduction (londoncalling.co)
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Backstage & On Stage at Z99.5′s Jingle Jam 2008