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The
numbers are in for the Super Bowl 2012 ad-stravaganza, and by all reports, it
was a media success. M&M’s came in as the OnMessage office favorite. But statistics
we've read aren’t just measuring ad viewership; they are also measuring online
chatter.
According to the Brand Bowl report, for example, the Doritos cat-burying dog
spot garnered the earliest post-game, morning-after tweets —
48,536. The David Beckham ad had more than 109,000 combined social media
comments. This is
the buzz that advertisers want, but does it impact the brand perception?
A 2011 study
conducted by Ogilvy PR looked at the impact of
social media on sales and brand perception, tracking 5,295
touch points between 400 US restaurant consumers and five restaurant brands.
They found that social media, when integrated with one or more other channels, had
a significant impact on the increase in spend and consumption.
This illustrates the
value of integrating of social media within your marketing mix, but are
you paying close attention to the integration of your actual messaging within
social media? Is your message consistent across all of your channels, or is
social media an “extra?” As marketers, we tend to focus on message consistency
in one-way media: out-of-home, collateral, email, and more. But it is also
important to be intentional with your messaging in the dialog-driven
environment of social media.
Whether posting a response to a customer inquiry or tweeting about legislation
impacting your industry, this is an opportunity to reinforce brand values
established through your other marketing channels. While, as marketers we know
this in theory, it takes planning and process to make this happen. The
resources and time put into planning and tracking social media messaging will
have a direct impact on your business value. The numbers prove it.
Tags: super bowl / commercials / ads / 2012 / buzz