Interpreting big event marketing with data

With the lively horse the Spring Festival is over, all the small partners should have left home or returned to the office. Recall that, when you are in the micro-letter group, QQ Group is still not to do spit Year 30 children's Evening gala , the major brand advertisers eyes but tightly staring at the microblog every second of the update. The American Football League finals, dubbed the "American Gala", also aired at the same time. To this end, Twitter also released official data: "In the Super Bowl during a total of 24.9 million related tweets, the peak period is the third quarter of the Seattle Sea Hawks touchdown of the minute (a total of 380,000 tweets), former Secretary of State Hillary Clinton with a pun to ridicule tweets were forwarded 57,000 times the highest" ...

What is the value of a Twitter-like social network that is active during a big event for businesses and brands? Once the real big event, the pursuit of real-time marketing effect of advertisers why more favor micro-blog? And the two big platforms for Facebook and Instagram have been left out of the real-world market? To see the titanium Media author Liu Jintao Analysis:

When it comes to the record of TV ratings, China's annual New Year's Eve gala, according to CCTV published data, the Horse Spring Festival gala nationwide live ratings as high as 30.94%. In the United States, the annual American Football League finals (also known as the Super Bowl) also has an extremely high ratings, so dubbed the "American Spring Festival Gala", this year's Super Bowl has a total of 111.5 million TV viewers, set a record.

The big events, like the gala and Super Bowl, have become the most prized marketing opportunities for advertisers.

According to industry estimates, this year's gala advertising costs are still around 600 million yuan, 0 points time of the advertising price even up to 50 million yuan per 10 seconds. In the same light, the Super Bowl broadcaster Fox TV sold all the advertising slots at the end of last year, the average advertising price of 4 million dollars per 30 seconds (about 24.25 million yuan), advertising a fox and the American Football League (NFL) can be more than 300 million dollars (about 1.8 billion yuan).

Obviously, the Spring Festival Gala and Super Bowl such a big event, only the deep pockets of enterprises can afford advertising fees. But after the advent of social media, a growing number of small and medium-sized enterprises and even start-ups began to promote their products and brands through the circumstance of real-time marketing (real time Marketing) during the mega event; This real-time marketing can bring unexpected results at lower cost.

The chance to bring social media to the live form

Unlike video sites, social media seem to have a natural affinity for television programs. Users in recent years, while watching TV, has been accustomed to discussion through social media, television shows to social media to bring a large number of topics and information, and social media also through hot topics, user discussions, and other ways to promote the audience ratings, but also through the data analysis for the television program providers with much needed user feedback

The gala and the Super Bowl are 4-hour live TV broadcasts, bringing a huge amount of user-generated content to Weibo and Twitter. According to the official microblog data, the New Year's Eve a total of 34.47 million microblogging users participated in the evening gala interaction, interactive volume (original, forwarding, comments, point of Praise) reached 68.95 million. 860,000 micro-blogs were issued in the first minute of the new Year, and the number of microblogs in the Spring Festival Gala reached 45.41 million, up 1.4 times times from 19 million last year. Forwarding the highest micro-blog is the Korean long leg star Min Spring Festival gala, forwarding 430,000.

The official Twitter data is that during the Super Bowl there are 24.9 million related tweets (excluding forwarding and commenting), the peak period is the third quarter of the Seattle Sea Hawks touchdown (a total of 380,000 tweets), the former Secretary of State Hillary Clinton with a pun of ridicule tweets were forwarded 57,000 times the highest. Given that the Super Bowl is a big American event, with more than 150 million Twitter users in the U.S., Sina Weibo has a total of more than 500 million users. By that measure, Twitter has been as active in this year's mega-event as it has been.

The official data of the Super Bowl, which was given by Facebook, the world's largest social networking site, was that 50 million people had 185 million associations (including originality, commentary and praise) within 24 hours. The New York Times's comments on Twitter and Facebook in the Super Bowl show that Twitter's data did not include forwarding, response, and so on, and that it was too low-key to weaken its influence, while Facebook's figures were exaggerated.

During the gala and Super Bowl live broadcast, users will be watching TV programs at the same time, Twitter, micro-blog, Facebook, micro-trust, Renren, QQ space and other social networking sites generated content and formed discussions. But from the angle of advertisement marketing, it is the platform that can form open discussion and cause diffusion communication, which brings real time marketing advertisement value. According to the data from the Super Bowl, social media such as Twitter are far more appealing to advertisers than Facebook.

Who will The Advertiser choose?

Similar to this, although micro-mail, QQ, such as the IM platform during the Spring Festival Gala will generate a huge amount of information, also through the red envelope this way to promote their own payment business, but this point to point, group discussion of the dissemination of the way does not have the publicity spread of the marketing value, so can only become Tencent's own business promotion platform, And it cannot be relied on as a brand advertiser.

The impact of this mode of communication on real time marketing values is most evident in the Super Bowl paradigm. Market research firm Mass relevance a two-year analysis of the 2013 Global 100 brands ' real-time marketing through social networking sites during the Super Bowl event (note: The world's 100 largest brands were selected by Interbrand, Apple, Google, Coca-Cola, top three, It includes a lot of technology, FMCG and car brands.

Analysis found that 8 of the world's 100 brands last year launched real-time marketing of events related to Twitter during the Super Bowl, which soared to 29 this year, and 6 of the 8 brands last year continued to promote real-time marketing on Twitter, up from 75%. and marketing experts on the Super Bowl of social media reports are basically based on Twitter as the main platform.

Among the world's top brands of real time marketing by Twitter, the 29 brand advertisers this year, include Honda, ATV and Volkswagen, which spend huge sums of money on TV commercials in the Super Bowl. Although tens of millions of dollars have been spent on television commercials, they do not want to miss the Twitter platform, and their TV commercials end up with a text-inspired audience to interact with Twitter and post Twitter messages in #sb 48 (the 48th-term Super Bowl abbreviation). Interact with Twitter users.

In fact, in addition to large companies such as the world's largest brands, a large number of small and medium-sized brand advertisers from last year, the U.S. Super Bowl launched through Twitter for real-time marketing. The use of super events in the social media platform for real-time marketing has become the brand advertisers of the large-scale activities of marketing practices and necessary skills. This is not limited to large advertisers, but the general trend of the entire brand advertising industry. Mass Relevence's data show that this year's brand advertisers sent Twitter real-time marketing messages three times times over the last year.

By contrast, Facebook and Instagram, the two big platforms, have been snubbed by branded advertisers in real time marketing. While 29 of the world's top brands have been selling real time through Twitter in the Super Bowl, brand makers who have been selling real time through Facebook and Instagram have fallen, from less than 5 last year. Clearly, brand advertisers do not think that Facebook, which is socially based, is suitable for big event real time marketing.

That may also be embarrassing for Facebook, which has struggled to compete with Twitter for real-time marketing of TV commercials, and has introduced products such as trending to lure advertisers. Instagram this year, not only successfully launched a short video service, but also launched an advertising service. Although Facebook has more users than Twitter, in the Super Bowl, they are not the advertiser's preferred platform in the field of real-time marketing.

Back to the Domestic Spring Festival gala, Sina Weibo to the big event real-time marketing attention and exploration degree even higher than Twitter. This year's CCTV Spring Festival gala, users watching the Spring festival evening, mobile phone scan on the two-dimensional code on TV can be directly on the Spring Festival Gala Hot discussion, and the same micro-Bo platform of the stars and actors to interact with, CCTV and Sina Weibo's two-dimensional code exclusive cooperation, to achieve the "Taiwan Network linkage."

In addition, Sina Weibo began long before the festival to plan "Let red Envelopes Fly" creative, and let this activity integrated into the Spring Festival evening marketing, through the lottery to send red envelopes to encourage users to generate more content and participate in the discussion, but also to the brand advertisers to bring the Spring Festival gala event to promote the opportunity. During the four-hour Spring Festival gala, Weibo sent a red envelope worth more than billion. As of lunar, the total number of packets sent over 390 million.

Although the Spring Festival Gala was only on New Year's Eve, its rapid accumulation of attention has made it a whole promotion of participation in the red envelope. On New Year's Eve, the company Weibo account @ Evergrande Ice Spring as an example, its fans rose more than 300%,@ gold code fell in love with organic, @ Snowflake Chinese Ancient Architecture and @ Century Jiayuan fan growth of more than 150%. #俏十岁让红包飞 # Activities are continued from New Year's Eve and continue to stimulate users. In the Spring Festival gala, led by the following week, # Let the red envelope fly # The number of red envelopes has grown to nearly 450 million, making other companies ' marketing effects more effective.

Participate in the red envelope to fly the brand advertisers not only include Tsingtao beer, Day Cat Mall, the United States refrigerator, Lotte duty-free shop such a large enterprise, there are high circle, Wu such star artists, but also @ Amoy powder such a small business. Two-dimensional code this way of introduction, so that more users can easily participate in micro-blogging, but also to brand advertisers to bring more promotional potential. During the Spring Festival Gala, @ Let red envelopes fly, @ Millet mobile phone, @ Lotte duty-free shop into a red envelope to send the first three.

This year's New Year's Eve Micro-blog and the Spring Festival Gala cooperation not only led to the Spring Festival Gala Interactive activity of the rapid growth (1.4 times times the year-on-year increase), also through the red envelope to make more brand advertisers participate in the Spring Festival evening this big event of real-time marketing, more nurturing the domestic brand of real-time marketing habits. Through this successful attempt, in the future World Cup finals, the Olympic final and other major events, I believe that micro-Bo will again with the television relay network cooperation, and further explore TV programs and social media to bring together the big event real-time marketing value.