fallon brainfood: skimmer @the social v0405d2

we are fallonSkimmer @ The Social

Social Media Metrix Report

Sunday, April 5, 2009

The social web has become the newwatercooler - realtime, open, honest, always on.

• On March 24, Fallon launched a new website and a free, downloadabletool, called Skimmer, for lifestreaming user social media updates.

• We’ve been mining the social for conversations and mentions aboutFallon and Skimmer

• We will look ata) Volume, Momentum, Reach, Linkage and Passalong,b) Sentiment and Insights,c) Conversion

Highlights about Skimmer@The Social - Week 2

Highlights about Skimmer on the Blogosphere:• Volume

• Over 2300 Blog Mentions of Skimmer to-date• Momentum: Average Blog Mention of Skimmer every 8 hours on Apr 5,• (from every 30 minutes on Mar 25, every 14 hours Mar 26)• Passalong: Over 3.2MM Est. Reach of blog and press reviews

Highlights about Skimmer on the Twittersphere:• Volume

• Over 4750 Twitter Mentions of Skimmer (Fallon Skimmer OR Skimmer) to-date• Momentum: Average Tweet Mention of Skimmer every 8 hours on Apr 5,

• (from every 9 minutes on Mar 25, every 25 minutes Mar 26)• Peaked at #5 ‘Most Discussed’ Mar 25

• Passalong: 827 “Retweet/RT” of Skimmer link on Twitter to-date• Total Est. Reach of 215,427 link impressions on Twitter to-date• Total 3575 Clickthrough Refers from Twitter to Skimmer link• Twitter is #3 Top Referrer

Highlights about Skimmer conversion:• Dotcom: 72,749 visits and 236,638 pageviews at fallon.com

• 69,201 pageviews (52,462 uniques) of Skimmer page• Downloads: over 13,000 total downloads and installs to-date

What was the buzz pre-Skimmer?

People weren’t conversing too much aboutFallon at The Social.Fallon had low social mention as a brand. Conversation is typically timed by

wins and new work.Minimal spike last week with a mention on TNT’s ‘Trust Me’.

We’ve known for awhile that driving conversation at TheSocial requires you give them something to talk about.

FallonWorldwide/Fallon

Minneapolisreceived an averageblog mention every

11 daysSource: SocialMention

Our social successes have been fueled by ourGenerous approach - “share ideas that inspire.”.

•Average blog mention every 12 hours

•Over 170,000 pageviews and over 27,406 unique visitorssince launch in 2006

•Average 600 RSS subscribers daily

•Ranked #142 on AdAge Power 150

•over 12,000 pageviews in Feb 2009

•over 52,000 total views of Brainfood on Slideshare pluscountless live webcam views, blog posts, and Tweets

•over 4,600 views of Brainfood in Q109

•28,905 Twitter impressions

•6,053,047 Video views

•95,000 Blog mentions

•6,500 Tweets

•#3 “Most Discussed” on Twitter

•1.1MM Google Search citations

•50+ User-gen “Mashups” w 614,886 views

•28 Traditional News Mentions, incl CNN, NPR, Air America, TheGuardian, Wired Magazine and The Soup on E!

What’s the buzz (so far) on Skimmer?

On the Blogosphere

The Blogosphere and Twittersphere caught fire onlaunch day - peaking at #5 ‘Most Discussed’ onTwitter the day after.

• Average Blog Mention of Skimmer every 30 minutes Mar 25• (14 hours Mar 26)

• Average Tweet Mention of Skimmer every 9 minutes• (25 minutes Mar 26)• Over 1790 Twitter Mentions of Skimmer (Fallon Skimmer OR Skimmer) on Mar 25• Peaked at #5 ‘Most Discussed’ Mar 25

• Average Blog Mention of We Are Fallon/WeAreFallon every 28 minutes Mar 25• (7 hours Mar 26)

• Average Twitter Mention of We Are Fallon/WeAreFallon every 26 minutes Mar 25• (every 9 minutes Mar 26)• Over 495 Twitter Mentions of Fallon (Fallon Minneapolis OR Fallon Worldwide OR

"We Are Fallon" OR wearefallon OR fallon.com OR #fallon) on Mar 25

Source: Nielsen BlogPulse, SocialMention.com, Twitter Search

…and momentum has dipped yet holds steady after2 weeks.

• Momentum: Average Blog Mention of Skimmer every 8 hours on Apr 5,• (from every 30 minutes on Mar 25, every 14 hours Mar 26)


…while it’s no “Kittens Inspired By Kittens”, thechatter about Skimmer is respectably high.


Mainstream press also gave Skimmer big coverage,and favorable reviews.

On the Twittersphere

On launch day, chatter about Skimmer began tostream in as people woke up and checked thenew “early morning paper” of our age - Twitter.

Source: NeoFormix, http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php

A StreamGraph is shown for the latest 1000 tweetswhich contain the search word Skimmer.

The StreamGraph shows the usage over time for thewords most highly associated with the search word.One of these series together with a time period are ina selected state and colored red.

The buzz deepened as people shared and“retweeted” the news about Skimmerthroughout the day.


A StreamGraph is shown for the latest 1000 tweetswhich contain the search word Skimmer.

The StreamGraph shows the usage over time for thewords most highly associated with the search word.One of these series together with a time period are ina selected state and colored red.

And while you were sleeping, the buzzcontinued apace globally.

Barring weekend dips, the chatter throughoutthe week pulsed reliably in alignment withTwitter users’ workday rhythms.

A StreamGraph is shown for the latest 1000 tweets which contain the search word Skimmer.

The StreamGraph shows the usage over time for the words most highly associated with the search word.One of these series together with a time period are in a selected state and colored red.

•Momentum: Average Tweet Mention of Skimmer every 8 hours on Apr 5,•(from every 9 minutes on Mar 25, every 25 minutes Mar 26)•Over 4750 Twitter Mentions of Skimmer (Fallon Skimmer OR Skimmer)to-date•Peaked at #5 ‘Most Discussed’ Mar 25

The weblink has been Tweeted over 827 timeswith a reach of 215,427. Twitter is #3 TopReferrer to the site with 3,575 clickthroughs.

Source: Twitt(url)y


Anatomy of a Viral Idea

before after

Sentiment

So what are they saying about Skimmer?

We pared 500 Twitter comments down to asimple word cloud so the aggregate sentimentand top concerns may become clear.

Source: Twitter Search Verbatims, Wordle

Testing, Testing…

Like it so Far….

You first.

Beta Bugs

Source: Skimmer Twitter Comments

Privacy, Please?

The aggregate chatter can be organized intooverarching themes both positive andnegative - but mostly positive.

Hate it! Limited

Functionality

A for Agency Effort

tigerlilytse: thoughtSkimmer is useful andhave a well-designedinterface

Love It!

jakeybro: Finally got through toSkimmer. Very nice. Good example ofvalue. Should be fruitful for Fallon.http://www.fallon.com/skimmer

Hate it!

AIR platform

sucks!

FormFiftyFive: Absolutely loving Skimmer!http://is.gd/oGtE

studion8: toying withskimmer.

mattupstate: Just installed Skimmer.Looks pretty, but don't foresee myselfusing it much.

redquake: skepticalabout Skimmer....

johnmartin: Just had a play withhttp://www.fallon.com/skimmer/.Crashy, buggy and errory. FAIL.

redquake: isSkimmer trackingwhat I'm doing?

maurar: hi -@skimmer i can'tauthenticate any ofmy services. you maybe sexy but you arenot making it easy tolove you.

s_hsu: Has anyone triedSkimmer? Reviews?

mikevitellaro: Skimmer is sort of useless,so far.

identifide: @edfladung agreed, I would likesomething like skimmer that wasn't an AIRapp... AIR seems to bog down my computerquite a bit...

marchdigital: skimmer isnt so cool. Justanother bloody air app with a twitter feed... and it doesnt seem to auto refresh?

rypan: Skimmer is hot.http://www.fallon.com/skimmer One beautiful app forTwitter/Flickr/Lifestream.Gorgeous Design

Try it!

About Time

There is strong linkage and association withFallon, and Skimmer lends the brand a halo of‘modern agency’ savvy.

@andrelouis: Playing with Skimmer. Hugely impressed (and slightly jealous) that an adagency came up with this. Well done to the smart bastards @ Fallon

@chasporter: So obvious, why didn't other ad agencies or digital firms see the opportunityFallon saw and seized? This revitalizes their brand. #skimmer

@markfrisk: Nice goin'. Major ad agency Fallon goes long on social media, createsSkimmer, cool social net dashboard app. http://ow.ly/1mao

@Crusty: Not impressed by Fallon's #Skimmer. Impressed by #Fallon having a go atsomething else than advertising.

Source: Skimmer Twitter Comments

Whether they like it or not, they understand the significance of an Agencyproducing a social media idea outside of our advertising specialty.

@petterw: Like the new fallon.com site. Without forcing it down my throat it says theyunderstand interactive, the web, social media, etc.

Unfortunately, some assume that Fallon intendsto monitor your usage and sell your data -and/or interrupt you with ads in the future.

@jasonclement: offering 20 bucks to the first person who can prove that fallon'snew app "skimmer" is or isn't improperly collecting data about its users

@aDogNamedPants: @jpdevries keep in mind, Skimmer is a tool for Fallon to collectand sell off peoples information to their clients.

@northbasecamp: RT @nymphobrainiac: #fallon new #skimmer air app collects PIIdata and shares it w/affiliates. Read privacy policy. http://is.gd/oNF9

@peter_lorent: Skimmer is in the trash. Privacy Policy is crazy. My advice: trash itquickly.

@bit101: skimmer privacy policy: Partners Subsidiaries and Affiliates: We may shareyour information ...

@nymphobrainiac: @bit101 also #skimmer collects your PII data and shares itw/affiliates. Read privacy policy. Not cool.

@redboy: anyone else a lil off-put by #skimmer's privacy policies? bueller?it does look so damn purty tho.

Warning Light: While Privacy Questions arehardly a groundswell crisis, we should continueto monitor for this meme.

This misinformation deserves a swift response.

Is Skimmertrackingwhat I'mdoing?

HeySkimmer...stay out of

my gmail andhotmail

accounts!

Is skimmer gainingaccess to all of myinfo because it is

saving mypasswords??

So how did this buzz affect conversion?

Fallon.com experienced a 1,743.61% spike invisits in one day (from an avg 300 visits dailyto over 15,000 visits on Mar 24)

Previous daily average pageviews at fallon.com were 1000+Pageviews spiked to almost 53,000 in one day on Mar 25

Source: Google Analytics for March 24, 2009

Fallon.com has garnered 72,749 visits and236,638 page views since relaunch on Mar 24.

Previous daily average pageviews at fallon.com were 1000+Pageviews spiked to almost 53,000 in one day

Source: Google Analytics for April 5, 2009

Skimmer is overwhelmingly the most visitedattraction, garnering over 69,201 page views(52,462 uniques) by Apr 5.


Source: Fallon Skimmer Admin for April 5, 2009

13,571+registeredusers to-date

Skimmer’s awareness is primarily driven by WOMfrom social networks like Facebook, Twitter,Behance, Delicious, StumbleUpon, and blogs.


***

**

Skimmer’s popularity is global with visits fromcities like NYC, Chicago and San Francisco, aswell London and Sydney, and Stockholm.


Addendum

fallon brainfood: skimmer @the social v0405d2

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