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Buying the Hype: Online Conversation Doubles for Black Friday and Cyber Monday

Buying the Hype: Online Conversation Doubles for Black Friday and Cyber Monday

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Published by porternovelli
Though overall online conversation doubled for both, Black Friday still leads Cyber Monday as the dominant holiday shopping tradition in social media conversation with 3.5 times more mentions. To kick off the holiday shopping season, the Porter Novelli Digital Analytics team measured public social media conversations to see how people talked about Black Friday and Cyber Monday online. For both shopping days, we looked at any mention of Black Friday or Cyber Monday on Facebook and Twitter on that day in 2010 and 2011.
Though overall online conversation doubled for both, Black Friday still leads Cyber Monday as the dominant holiday shopping tradition in social media conversation with 3.5 times more mentions. To kick off the holiday shopping season, the Porter Novelli Digital Analytics team measured public social media conversations to see how people talked about Black Friday and Cyber Monday online. For both shopping days, we looked at any mention of Black Friday or Cyber Monday on Facebook and Twitter on that day in 2010 and 2011.

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Published by: porternovelli on Dec 06, 2011
Copyright:Attribution Non-commercial

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08/05/2012

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STRATEGICDIGITALANALYTICS
DECEMBER 6, 2011
BUYING THE HYPE: ONLINE CONVERSATION DOUBLES FORBLACK FRIDAY AND CYBER MONDAY
WITH MORE THAN 3.5X MORE MENTIONS,
 
Black Friday
still leads
Cyber Monday
as the dominant holiday shopping tradition in social media conversation.Volume o posts about the shopping days on their respective dates more than doubled rom 2010 to 2011.
20102011
All o the top brands that emergedwithin social media conversation sawan
increase in volume
o Facebookand Twitter mentions on Black Fridayand Cyber Monday rom 2010 to 2011,except Groupon.
BLACK FRIDAY
 
2010
CYBER MONDAY
2010
 
 
CYBER MONDAY
 
2011
BLACK FRIDAY
 
2011
WALMART, APPLE, AMAZON,TARGET, AND BEST BUY HAD THE
HIGHEST TOTAL VOLUME.
WALMART HAD
OVER100,000 MOREMENTIONS
THAN THENEXT CLOSEST BRAND,APPLE.H&M HAD THEGREATESTPERCENT GROWTHIN POST VOLUMEFROM 2010 TO2011 WITH
ANINCREASE OF276%.
 
680,9641,513,747
 
STRATEGICDIGITALANALYTICS
TOP TWEETS
Barack Obama and Ellen DeGeneres led thelist o top Black Friday and Cyber Mondaytweeters or 2011 (by reach) with Ellen’sCyber Monday tweets retweeted
ALMOST1,000 TIMES MORE 
than the President’s.Other celebrities and news outlets flled outthe rest o the top fve.
WHICH DAY WAS BIGGER ON FACEBOOK AND TWITTER FOR 2010 AND 2011?
20101.4M1.2M1.0M800K600K400K200K201020112011
 VS.
CYBER MONDAY
 
BLACK FRIDAY
 
This Black Friday, take 10% off all purchases of #Obama2012gearwith code 10%TURKEYDAYOFA.BO/KKD4J4
 
FRUSTRATIONWITH ONCOLOGIST
Today is#CyberMonday,which aswe all know is the day that robotstake over the earth.
141,848539,116317,5481,196,199
Number o Facebook and Twitter mentions o Black Friday on Black Friday 2010 and 2011 and mentions o CyberMonday on Cyber Monday 2010 and 2011. Spam removed.
 
STRATEGICDIGITALANALYTICS
HOW DOES SOCIAL MEDIA CONVERSATION COMPARE TO REPORTEDSALES NUMBERSFOR 2011?
1.4M1.2M1.0M800K600K400K200K$12K$10K$8K$6K$4K$2K
 VS.
CYBER MONDAY
 
BLACK FRIDAY
 
2010201020102010
141,848539,116$10,600$1,028317,5481,196,199$11,400$1,251
2011201120112011
6.6% increaserom 2010 to2011124% increaserom 2010 to201122% increaserom 2010 to2011122% increaserom 2010 to2011
Black Friday numbers rom ShopperTrak.Sales numbers or Cyber Monday rom Score Inc.

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