2012 2-brand-clearspring
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Clearspring Confidential 1
Data & the Blurring Lines of MediaTina McCainBethany Reilly
Clearspring Confidential 2
Advertisers Creating Content
• Engaging an audience
• Connecting people with their dreams
• Generating awareness while viewers are engaged
• Creating a resource of value
• Speaking to an audience looking for answers
Clearspring Confidential 3
Paid, Earned, Owned
• Social media is changing the way we interact with media and brands
• Social tools and social data can be used so each media type informs and inspires the other
Clearspring Confidential 4
Clearspring Confidential 5
Social Buzz Favors Giants
Clearspring Confidential 6
Lift in Interest by Brand% lift in interest for brands during the Super Bowl
game day vs the day before
Clearspring Confidential 7
Lift in Interest by Minute% Increase in interest for brands during the Super Bowl
Interest = search, shares and clicks
~2000% interest in Chevy
AB sees second highest lift in interest
First major interest spike goes to Pepsi
Clearspring Confidential 8
Interest in Budweiser by State
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Where did Bud Fans Share?
Fans most often shared Bud content via . . .
Clearspring Confidential 10
Interest in Madonna by Nation
Clearspring Confidential 11
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