By: Jim Matorin, Business Catalyst at SMARTKETING: Tech-friendly pragmatist that specializes in innovation and revitalizing businesses.
Smart marketers recognize the magnitude social platforms contribute to their marketing movements, thus are now exhibiting more discipline (internally or with the assistance of outside resources) monitoring and measuring their products’ or services’ online reputation. Analyzing all the online data is a momentous task, especially in light of current research (source: Brandwatch) indicating 96% of people that discuss brands, do not directly engage with the brands online. Once a company properly filters through all the online data, they are in better position to create a positive customer care experience that yields loyalty. Note: A Social Sprout survey re: a good customer care experience; 75% of the respondents were most likely to share their experience with social connections and 70% were most likely to use the brand or service.
Last year (August), I contributed a two-part podcast on Advanced Twitter analytics, a free tool I highly recommend utilizing this tool for marketers responsible for monitoring their company’s online reputation. Therefore, it was exciting to learn that Twitter decided to elevate their game this past Sunday and set an objective of being the top social media destination during the Super Bowl, a titanic event for brand marketing movements. They created #BrandBowl, a place where advertisers and Twitter users congregated during the game. Their goal was to enhance Twitter engagement. In addition, to generate post-game buzz, they handed out awards for the best ads. PepsiCo was the big winner. It was awarded #MVP for the brand (Pepsi) receiving the highest percentage of brand-related tweets and #Blitz for the brand (Doritos & Mountain Dew) that drove the highest velocity of tweets-per-minute.
The official Super Bowl 52 Twitter statistics have not been published yet. Nevertheless, #BrandBowl was a clever, substantial way to get marketers to better understand the power of Twitter as an excellent social platform to build a company’s social reputation.