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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
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08/05/2012

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STRATEGIC

DIGITAL ANALYTICS

DECEMBER 6, 2011

BUYING THE HYPE: ONLINE CONVERSATION DOUBLES FOR BLACK FRIDAY AND CYBER MONDAY

Black Friday still leads Cyber Monday as the dominant holiday shopping tradition in social media conversation. Volume of posts about the shopping days on their respective dates more than doubled from 2010 to 2011.

WITH MORE THAN 3.5X MORE MENTIONS,

BLACK FRIDAY

2010

BLACK FRIDAY

2011

CYBER MONDAY

2010

CYBER MONDAY

2011

All of the top brands that emerged within social media conversation saw an increase in volume of Facebook and Twitter mentions on Black Friday and Cyber Monday from 2010 to 2011, except Groupon. 1,513,747

WALMART, APPLE, AMAZON, TARGET, AND BEST BUY HAD THE HIGHEST TOTAL VOLUME.
H&M HAD THE GREATEST PERCENT GROWTH IN POST VOLUME FROM 2010 TO 2011 WITH AN

680,964

WALMART HAD OVER

100,000 MORE MENTIONS THAN THE
NEXT CLOSEST BRAND, APPLE.

INCREASE OF 276%.

2010

2011

STRATEGIC

DIGITAL ANALYTICS

TOP TWEETS Barack Obama and Ellen DeGeneres led the list of top Black Friday and Cyber Monday tweeters for 2011 (by reach) with Ellen’s Cyber Monday tweets retweeted ALMOST 1,000 TIMES MORE than the President’s. Other celebrities and news outlets filled out the rest of the top five.
FRUSTRATION WITH ONCOLOGIST

This Black Friday, take 10% off all purchases of #Obama2012 gear with code 10%TURKEYDAY OFA.BO/KKD4J4

Today is #CyberMonday, which as we all know is the day that robots take over the earth.

WHICH DAY WAS BIGGER ON FACEBOOK AND TWITTER FOR 2010 AND 2011?

BLACK FRIDAY

VS.

CYBER MONDAY

1.4M 1.2M 1.0M 800K 600K 400K 200K 539,116 317,548 141,848 2010 2011 2010 2011 1,196,199

Number of Facebook and Twitter mentions of Black Friday on Black Friday 2010 and 2011 and mentions of Cyber Monday on Cyber Monday 2010 and 2011. Spam removed.

STRATEGIC

DIGITAL ANALYTICS

HOW DOES SOCIAL MEDIA CONVERSATION COMPARE TO REPORTED SALES NUMBERS FOR 2011?

BLACK FRIDAY

VS.

CYBER MONDAY

1.4M 1.2M 1.0M 800K 600K 400K 200K

122% increase from 2010 to 2011

1,196,199

$10,600

$11,400

$12K
6.6% increase from 2010 to 2011

$10K $8K $6K $4K $2K

539,116

124% increase from 2010 to 2011

22% increase from 2010 to 2011

317,548 141,848 2010 2011 2010 2011 2010 2011

$1,028

$1,251

2010

2011

Black Friday numbers from ShopperTrak. Sales numbers for Cyber Monday from Score Inc.

STRATEGIC

DIGITAL ANALYTICS

TOP 5 TWEETERS WITH TOTAL TWEETS AND TOTAL REACH

BLACK FRIDAY

VS.
REACH HANDLE

CYBER MONDAY

HANDLE

RETWEETS

RETWEETS

REACH

BARACKOBAMA
RIHANNA
NICKIMINAJ
CNNBRK
RYANSEACREST 1 See last page for source credits

990
141
257
746
10

11,847,310
10,075,485
7,487,156
6,310,156
5,499,327

THEELLENSHOW
IAMDIDDY
JIMMYFALLON
SNOOPDOGG
NYTIMES

1,954
442
923
19
195

9,187,790
6,570,829
5,296,239
5,126,728
4,472,675

WHICH BRANDS APPEARED THE MOST PROMINENTLY IN CONVERSATION ACROSS BOTH DAYS IN 2011 – HOW DOES THAT COMPARE TO THEIR VOLUME IN 2010?
350K 300K 250K 200K 150K 100K 50K
H&M had the greatest percent increase with a 276% growth from 2010-2011 27% decrease in posts due to Google buyout rumor in 2010 On Black Friday 2011, 9% of posts mentioned a pepper spray incident in L.A.

Of the 5 retailers with largest volume, Best Buy had the greatest increase from 2010-2011

WALMART

APPLE

AMAZON

TARGET

BEST BUY

MACY’S

TOYS R’ US

KOHL’S

H&M

GROUPON JC PENNEY

2 See last page for source credits

STRATEGIC

DIGITAL ANALYTICS

WHICH BRANDS APPEARED THE MOST ON BLACK FRIDAY? CYBER MONDAY?

BLACK FRIDAY

VS.

CYBER MONDAY

300K 250K 200K 150K 100K 50K
Apple, Amazon & Groupon were the only brands with higher volume for Cyber Monday than Black Friday 11% of Black Friday volume for H&M mentioned a fight at a local mall in Annapolis, MD

WALMART

APPLE

AMAZON

TARGET

BEST BUY

MACY’S

TOYS R’ US

KOHL’S

H&M

GROUPON JC PENNEY

1 The top five tweeters (by Twitter follower count) were selected from the list of tweets that contained mentions of Black Friday and Cyber Monday. Reach includes all Black Friday or Cyber Monday tweets from that Tweeter on the respective days. 2 Brands were selected for further study due to their prevalence in social media conversation on Black Friday. Volume numbers include all mentions of the brands on Black Friday and Cyber Monday. Queries included multiple iterations of brand names including common misspellings and punctuation. Queries included terms only for the listed brands, no sub-brands, such as iTunes, were included.

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