the most social college football fans - networked insights ebook
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Which NCAA College Football team has the most active fans in social media? We asked our analysts to dive into social data and uncover the answer for us. As it turns out the answer isn’t that simple. Each audience – Moms, Millennials, Beer Drinkers, Auto Enthusiasts – all have their own top 10.TRANSCRIPT
SOCIAL INTELLIGENCE REPORTLADY GAGA
SOCIAL INTELLIGENCE REPORT
SOCIAL INTELLIGENCE REPORTABOUT THIS REPORT
Networked Insights’ Social Intelligence Reports explore topics, brands, themes and celebrities to uncover consumer trends and insights to inform decision making by marketers, brand managers and their agencies. In this report, we examine celebrity endorsement and product placement related to the music artist Lady Gaga. The data for this report was gathered from March 1 through the end of May 2011.
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
For decades celebrity endorse-ment has proven to be a successful tactic to influence consumer preference. Omnicom’s Dave Brown Enter-tainment o�ers brand market-ers and advertising agencies an independent index to quantify a celebrity’s ability to influence brand a�nity and purchase intent. Additionally, marketers have recently seen growth in product placement as repre-sented in the upcoming James Bond film, which contains $45 million worth of product place-ment. Music videos have grown to be about a $15 million prod-uct placement industry, allow-ing brands to align their prod-ucts with artists who appeal to their target consumer.
How do you find the right fit for your brand?
consumer trends and insights to inform decision making by marketers, brand managers and their agencies. In this report, we examine celebrity endorsement and product placement related to the music artist Lady Gaga. The data for this report was gathered from March 1 through the end of May 2011.
How do you
SOCIAL INTELLIGENCE REPORTDON’T BE LEFT STARSTRUCK
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
DON’T BE LEFT STARSTRUCK
Consumer insights derived from the social web also can help you decide whether you’re investing enough in the product placement to stand out. For example, Lady Gaga has an extraordinary number of sponsors, includ-ing Virgin Mobile, HP, Diet Coke, Compari, Chanel, Alexander McQueen, Phillip Stark, Nintendo, Burberry,Chevrolet, Polaroid, Miracle Whip and Wonder bread — just to name a few.
So in a video cluttered with other products, will your brand be lost?
SOCIAL INTELLIGENCE REPORTIS LADY GAGA RIGHT FOR YOUR BRAND?
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
Today, the clear leader among music artists attracting brands for product placements is Lady Gaga, so we chose her for a special analysis project spanning all facets of the social web. The objective of this social intelli-gence report is to show how well consumer insight gleamed from the Internet can inform decisions about choosing a celebrity, assessing Lady Gaga’s video content, embedding a brand in her video and gauging the benefits to be derived from that.
Usually, when marketers talk about product placements, they base their decisions on what they think is popular – the classic “gut feel” approach. In the past, they haven’t had a definitive or particularly fast way to learn how people actually feel about someone like Lady Gaga. Yet such insights can be critical if your company has very strict brand requirements or a particular image to uphold in the market — for example, staunchly conservative vs. intentionally flamboyant.
people actually feel about someone like Lady Gaga. Yet such insights can be critical if your company has very strict brand requirements or a particular image to uphold in the market — for example, staunchly conservative vs. intentionally flamboyant.
“I just went to my first Gaga concert inFebruary (thanks Virgin Mobile!) and I have to say, Gaga fans know how to bringthe fierce.”from collegefashion.net
SOCIAL INTELLIGENCE REPORTDOING IT FOR THE FAME
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
The time frame during which we collected and analyzed data was one of particularly high activity for Lady Gaga, including her appearance on American Idol, new album release, and a number of other appearances and events. The data revealed that she has a very strong, solid, loyal fan base that drives a lot of positive sentiment. At the same time, she is very polarizing — in fact, 39 percent of comments captured during that three-month period were negative, containing comments like “copycat,” “bizarre image,” “don’t understand why she’s famous” and “not really talented.” It’s fascinating how much persistent negative sentiment surrounds this super-star compared to others we track.
When you’re thinking about product placement with an artist like Lady Gaga, you want to weigh both aspects of sentiment. Yes, she has a No. 1 album. Yes, she’s touring, is very successful and is on hit television shows and covers of magazines. But she also stirs a lot of controversy.
How might this a�ect perception of your brand?
32%POSITIVE
39%NEGATIVE
Is anyonewatching LadyGaga on HBO?I love herattitude, fashionsense, voice...-jezebel.com
Lady Gaga is a cheap Madonna copy. Honestly, who takes her seriously...-music-mix.ew.com
SOCIAL INTELLIGENCE REPORTWHAT’S IN YOUR WALLET?
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
The household income of the most vocal Lady Gaga fans is $25,000 to $75,000. This begs a question
about your target market — if yours is a very high-end brand, will a product placement in a Lady Gaga
music video help?
THE DATA PRODUCED ANOTHER INTERESTING NUGGET:
Can her fans evena�ord your product?
GENDER
AGE
EDUCATION
HOUSEHOLD INCOME
FEMALE
MALE
0-17
18-24
25-34
35-44
45-54
55-64
65+
LESS THEN HS
HIGH SCHOOL
SOME COLLEGE
BACHELOR’S DEGREE
GRADUATE DEGREE
52%
48%
8%
8%
19%
28%
22%
10%
4%
12%
10%
44%
25%
11%
$0-$24,999
$25K-$49,999
$50K-$74,999
$75K-$99,999
$100K-$149,999
$150K+
9%
30%
30%
17%
10%
5%
SOCIAL INTELLIGENCE REPORTMONSTER TRENDS
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
The verbatim comments and phrases that bubbled to the surface of the data analysis were interesting, too.
There were many references to Madonna and Katy Perry — in fact, constant comparisons. Both of those
artists are extremely controversial in their own right. Madonna built her career on controversy, and she had
a hard time attracting endorsement opportunities, which may have paved the way for artists like Lady Gaga.
Katy Perry has gone a di�erent route with skin creams and other products. So it’s interesting to see how
similar the three artists are in terms of generating controversy and yet how di�erent the story is when you
look at the brands that attach themselves to these icons.
ENGAGEMENT TRENDS
ENGAGEMENT PEAKS
A. 2/11 “BORN THIS WAY” SINGLE RELEASED
B. 4/19 “JUDAS” SINGLE RELEASED
C. 5/5 “JUDAS” VIDEO DEBUTS
5000
4000
3000
2000
1000
0
11/29 12/14 12/29 1/13 1/28 2/12 2/27 3/14 3/29 4/13 4/28 5/13
A
BC
FANS
SOCIAL MEDIA
COPYCAT
OFFENSIVE
PHILANTHROPY
SOCIAL INTELLIGENCE REPORTMIGHTY BIG WORDS
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
Our report also features a “tag cloud” — a list of keywords that continuously pop up during data analysis on a given topic. The physical size of the word indicates how frequently it appears in the results. With Lady Gaga, you see words like “born” from her song “Born This Way.” You see the words “fan” and “goo.” With another artist like Katy Perry, you see “pretend,” “Kate,” “naked.”
If you compare the results for another artist who is slightly more conservative, suchas Sarah McLachlan, for example — she probably generates words like “album” and “love.” So in an instant visual, you can see all of those keywords that are attributed to someone — and those keywords will provide strong clues about the type of audience that artist attracts.
MIGHTY BIG WORDS
Our report also features a “tag cloud” — a list of keywords that continuously pop up during data analysis on a given topic. The physical size of the word indicates how frequently it appears in the results. With Lady
SOCIAL INTELLIGENCE REPORTMAINTAINING LONG-DISTANCE RELATIONSHIPS
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
Looking at “share of voice” during this analysis time frame, Lady Gaga was working with brands such as Virgin, Gilt.com, Polaroid and Zynga. Zynga was developing her GagaVille app, and that app was announced during this period. She has had a long- standing relationship with Virgin, and she often gives away mobile phones to the crowd in the audience. So you have a very happy audience with cell phones in hand posting on social media sites about how happy they are. At the same time, they’re implicitly and explicitly promoting Lady Gaga’s sponsors. It’s a perfect marriage of the two.
So this type of activity adds another dimension to celebrity endorsement and product placement.
Zynga“It’s Lady Gaga inspired!!! May 17 to May 19 it will be GagaVille! So ready for all the loony stu� Ibet they’ll have! “– www.farmvillefreak.com
Polaroid“…the brand-new 3D polaroid (Lady Gaga gives photography a new dimension).”– drysafemarker.tumblr.com
ZINGA POLAROID VIRGIN GILT.COM OTHERS
58% 14% 11% 11% 6%
MOBILE
SOCIAL INTELLIGENCE REPORTDON’T CHOOSE A JUDAS
© 2012 NETWORKED INSIGHTS, INC. ALL RIGHTS RESERVED
THE KEY TAKEAWAY FROM ALL THIS:
Product placements are a growing trend, and while there are many potentially positive opportunities associated with that, there are some strong poten-tial pitfalls as well. And with the unprecedented amount of media coverage, access to information and levels of social sharing, there is an increased need for visibility in real time around celebrities associated with a brand. So marketers should fully underst and and weigh the risks before they make decsions. Social intelligence can help you do both, giving you the insight you need to enter into a celebrity relationship with your eyes wide open rather than going gaga over the opportunity and regretting it later.
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