Dashboards for Social Media Monitoring
Posted By toddlane / 13th March 2010
My favorite commercials from the Winter Olympics were for the film, How to Train Your Dragon, and for Jay Leno’s return to The Tonight Show. Watch the animated vignettes for How to Train Your Dragon, specially created for the Olympics and showing the “Viking origins” of several Winter Olympics events, here. Watch The Tonight Show commercial here.
I was impressed by DreamWorks’ effort to create humorous vignettes just for the Olympics, and I think The Tonight Show commercial was a quick, humorous way to promote Jay Leno’s return, playing on Jay Leno’s car collection.
Although I haven’t found advertising pricing information for the 2010 games, this news release from January 2010 indicates that the average price of a 30-second commercial for the 2006 Winter Olympics was $224,600. For at least that amount this year, advertisers must be keen to get as much feedback as possible on their impact. Nielsen Ratings showing the number of viewers of the Winter Olympics were great, but what about consumer sentiment?
- Dashboard showing topic track and awareness reports for How to Train Your Dragon
I used social media monitoring product Biz360 to create two dashboards that monitor social-media activity for How to Train Your Dragon and The Tonight Show in the last 30 days. How to Train Your Dragon was mentioned 3,879 times in social media outlets. The topic track and other reports include comments in addition to original posts. Its high point before the Olympics was 93 mentions on one day; during the Olympics, its coverage steadily climbed, reaching a peak of 231 mentions on one day. Following the Olympics, coverage remained steadily over 100 mentions per day. Sentiment was 59.4 percent positive; 35.4 percent neutral; 2.7 percent negative; and 2.4 percent mixed. I can see all outlets where it was mentioned, the measure of sentiment for each outlet, the number of mentions per day, and I can even drill down to each individual mention.
- Dashboard showing The Tonight Show trend and sentiment reports
The Tonight Show was mentioned 19,596 times in social media outlets over the last 30 days. Coverage rose from a low point of 245 mentions on one day before the Olympics to 1,035 mentions on one day during the Olympics to 3,289 mentions on March 2, the day after Jay Leno returned to the show. Sentiment was 57.4 percent positive; 25.1 percent neutral; 11.7 percent negative; and 5.8 percent mixed. The top outlet was Digg, with 712 items.
My dashboards show that both How to Train Your Dragon and The Tonight Show are doing well in social media outlets. How to Train Your Dragon will likely receive many more mentions after it is released on March 26th, just like The Tonight Show did after Jay Leno’s return.
