Who Won the “Social Superbowl”?

SPO-BigGameInfographic-Final
The Big Game drew a TV audience of over 100 million, and commanded $4 million for a 30-second ad spot.

At SponsorHub, of course we’re interested in the game! But we’re also very interested in the value of brand investment – and there’s a lot of brand investment in the Superbowl!

So we were watching – not only the action on the field, but we watched the buzz generated by the big names, before and during Sunday night’s Clash of the Champions.

We watched – and quantified – the chatter on social channels: Twitter, blogs, forums, etc. And we came up with our own ideas of the “winners”. And there were even some surprises!

This infographic highlights some of the analysis we did. For deeper insights or your own customized view of the impact of your investments in athletes, celebrities, teams — or even campaigns — click on ‘Schedule a Demo’ to learn more!

We live for this stuff!

The 3D Sponsorship Theory – A.K.A. Removing the Mystery Out of Sponsorship Measurement

The big problem with sponsorship measurement is that it’s difficult to see all sides of your activation with true clarity. Thus, measurement has historically been one-dimensional: either biased, inadequate or both.

Bias comes into play with time-consuming and expensive polling and surveys; inadequacy comes into play with human error manipulating tedious sponsorship measurement spreadsheets (does this sound familiar? If so, you’re not alone).

But, there’s a better way to review the success of a sponsorship to gain much better transparency – and, it does not have to cost a lot of money, take a lot of time nor rely on Excel spreadsheets.

Three dimensional sponsorship measurement
There are 3 sides to judging the efficacy of a sponsorship (and, in fact, any marketing campaign) and being aware of them will make or break your activation:

1)   How you perceive your sponsorships – Subjective responses from you and your team; usually biased, not surprisingly

2)   How others perceive your sponsorships – Subjective responses from surveying and polling attendees; survey bias

3)   How they are really perceived – Objective responses from consumers; outcomes that are quantified

How you and others perceive an activation can be important, but your CMO and CFO want quantifiable feedback that is rooted in real data, just like the quantification and reporting they get from your company’s digital and TV ad spending!

One of the ways to move beyond expensive and time-consuming polling is to track the efficacy of the social media data surrounding your sponsorship. This can be done quickly, inexpensively and in an automated way. Some of the key items to look for include:

  • Brand/product lift pre-, during and post-activation: did your key performance indicators move up or down during the time period you measured? And, so what? How will this dictate your tactics for future activations?
  • Share of voice with other sponsors during the activation: Did your activation resonate with the attendees/fans or was your voice drowned out by a savvier sponsor?
  • Share of voice vs. your competitors: If your competitors sponsored the event, which of you got the most awareness and consideration?
  • Purchase intent: Are you tracking your activations to Lead Gen? If so, is it reliable?

Ultimately, efficacy is what matters when measuring the value of a sponsorship activation. And, you’ll be a hero if you can provide this data to management on time and on budget.

We’ll be discussing this topic during our upcoming webinar on Tuesday, November 12th. Please send me an email if you’d like to attend: bob@sponsorhub.com

Analyzing Sponsorship ROI

In 2012, more than $50 billion was spent on sponsorships.

To put that in perspective, only $4.7 billion was spent on all social media advertising.

So, sponsorship is 10x larger than the entire social media industry. Furthermore, sponsorship is the fastest growing form of traditional marketing. The reason for such strong growth is that sponsorship is a forerunner of the future of all marketing — highly-appealing content sitting at the center of a cross-screen, cross-channel marketing effort.

However, the dirty little secret of this rapidly growing $50 billion market is that no one knows what value all of that spending actually drives.

The difficulty in measuring sponsorship ROI has been aggregating disparate data in order to get a good picture of sponsorship effectiveness. Further, much of these data types have been time consuming to gather via surveys – until now.

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Sponsorship ROI 1.0

For many years, sponsorship ROI analysis entailed a tallying of media values generated through the various activations of a given sponsorship. For example, a sponsorship might involve placing a billboard-style sign on the outfield fence of a baseball stadium. This sign will appear on TV and other media for a certain number of times during the course of a sponsorship contract. Each of the impressions generated has a certain value (often expressed in terms of CPM’s). A sponsorship might include dozens of various assets that offer such media value and, thus, the problem with pure media value analysis is two-fold: 1) It over-values TV sponsorships since the impressions are most easily tracked; and 2) All impressions are NOT created equal. Sponsorships are rarely the most efficient way to purchase eyeballs but are often the best way to generate sales.

Sponsorship ROI 2.0

After years of conducting sponsorship ROI analysis for advertisers, sponsorship agencies came up with important, tangible insights beyond media values – these include measuring leads-generated and social interactions. Furthermore, opinion and consideration lift were also measured via surveying and polling. Thus, adding these value points to the mix proved relatively easy. Sponsorship ROI analysis 2.0 essentially involves a tallying of BOTH media values and lead values while also reporting (in a very unstandardized way) “intangible” metrics. This method is more accurate than sponsorship measurement 1.0, but it lacks discipline and is easily gamed.

Sponsorship ROI Measurement 3.0

SponsorHub has pioneered a new approach to sponsorship measurement that builds upon the 2.0 version – we utilize real data science to turn “intangibles” into very tangible, measurable metrics. An important technological innovation that makes this possible is “SSNT.” Our SSNT technology interprets to conversations taking place across Search, Social, News and Topical sites. This removes the need to do rudimentary and expensive surveys while also allowing brands to optimize sponsorship and paired media campaigns in real-time. These data can then be coupled with traditional tangible values to form a full ROI picture. What was once a dark art – sponsorship ROI analysis – has now truly become a science that can be applied easily to all programs.

 

The Evolution of Experiential Marketing

Experiential marketing has undergone a series of transformational changes since its inception as a form of ‘relationship marketing’ in the 1960s.  Its evolution from the ‘Mad Men’ era has been anything but insignificant, having largely to do with the digitization in marketing today.  Technology has made it possible for marketers to almost instantly capture data that once required tremendous amounts of time and resources to acquire.  Arguably, having a plethora of relevant prospect and customer information on hand is a strong reason why marketing has shifted its focus from an impression-centric vehicle into a closed-loop, demand synthesizing medium that enables marketers to gain a better understanding of their evolving consumers.

In the 1960s and 1970s, most marketers had limited resources to find their target consumers and craft a compelling message that could reach them.  Many early experiential marketing campaigns were perceived as monologues toward consumers instead of active conversations. In today’s market, consumers are more savvy than ever before and demand that companies demonstrate that each consumer’s business and opinions matter. 

Larger brands have embraced the idea of ‘one-to-one’ marketing in recent years.  According to CBS Marketing Group President George F. Schweitzer, “[In] these days of digital, high-tech, social media, we can’t forget how important the ‘one-to-one’ is” (Elliot).  As a result, CBS implemented a creative experiential campaign, the CBS ‘Buzz Tour’, which promoted the CBS brand and its programing through a cross-country tour with free merchandise giveaways.  CBS also gave fans the opportunity to meet the stars of their shows and created an opportunity to engage with the brand on a fundamentally emotional level.  The Buzz Tour results showed a statistically significant impact on consumer engagement and brand advocacy.

The practice of experiential marketing is increasing its importance in the eyes of marketers.  Sponsorship spending in 2013 is expected to grow by 4.2 percent globally relative to 2012 expenditures (IEG).  Marketers are realizing that increased competitive pressure in a post-recession economy have driven demands for quantitative metrics against marketing dollars across both physical and digital media.  Emerging technologies such as SponsorTrack, are being joined with event-level process improvements and data capture technologies to deliver quantification of opinions and in some cases, qualified leads, to use experiential marketing as an identity capture apparatus.

To learn more on how to quantify your sponsorship ROI, join us for our webinar.

Register here: https://attendee.gotowebinar.com/register/6107107944948793856

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