Webinar: Black Friday Winners and Losers 2012 (@DachisGroup)

® 2012 Dachis Group. Confidential and Proprietary

Webinar: Black Friday Social Winners & LosersTue Nov 27, 2012

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[email protected]@rayrenteria

[email protected]@bkotlyar

[email protected]@partyliz

Liz Schroeter Courtney has worked on social business campaigns for dozens of Fortune 500 brands.

Brian Kotlyar works with global brands on social business strategy and runs the Dachis Group blog.

Ray Renteria is Dachis Group’s big data scientist, leading the software team that builds our social analytics applications.

Speakers

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Who are big winners (and losers) in social marketing during Black Friday?

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Our Approach

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Step 1: Select 15 Retailer Brands

® 2012 Dachis Group. Confidential and Proprietary 5

Step 2: Isolate Social Campaign Data


Realtime analysis of engagement between 30,000 Brands and their audiences on global social platforms.

Social Business Intelligence Platform

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Step 3: Run Real-Time Campaign Reports


advocacymeasurement and optimization

Social Business Intelligence Platform

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Top 4 Findings

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Good news, bad news.

Walmart was #1 in Black Friday conversation, with the most brand signals and the highest amplification by advocates.

They also had the most negative signals of all the major retailers we were tracking.

Walmart Saturates its Audience

69% share of Black Friday Big Box Retail social conversation.

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69%$

15%$

5%$5%$

4%$3%$

2%$

Share&of&Voice&(%)&

Walmart$

Target$

Macy's$

Kohl's$

JC$Penney$

Kmart$

Sears$Stores$



Walmart generated 211 million Black Friday related impressions across 82 brand social accounts, nearly doubling the brand’s total social conversations.

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0"

10,000,000"

20,000,000"

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11/16/12" 11/17/12" 11/18/12" 11/19/12" 11/20/12" 11/21/12" 11/22/12" 11/23/12" 11/24/12" 11/25/12"Walmart" 10,285,581" 10,776,209" 12,444,925" 23,790,200" 31,811,303" 25,786,042" 44,228,645" 33,975,585" 14,472,656" 10,332,892"

Par5cipant" 13,179" 16,790" 26,490" 49,924" 117,512" 124,839" 260,527" 661,647" 338,518" 179,335"

High%Engagement%Impressions%Per%Day%

Walmart was well-prepared for Black Friday having invested in growing their social fan base to over 30M, doubling the frequency of their social content publishing during the week, and arming their communities with managers to quickly respond to any questions and comments from customers.

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Black Friday



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% of Conversation that was Negative

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5%#

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Walmart# Kmart# Target# Kohl's# JC#Penney#

Macy's# Sears#Stores#

Walmart also had the highest share of negative conversations.

Walmart led the way in negative conversations, a result of backlash of shoppers angry about the store’s labor practices and the bad behavior of shoppers.



Widespread digital protests disrupted Walmart’s carefully laid plans.

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Walmart used their scale to combat the backlash from shoppers angry about the store’s labor practices and the bad behavior of Black Friday shoppers. Customers on social media took over Facebook comments and Walmart’s own Twitter hashtags with protests against the brand. The #blackfriday hashtag was in 20.6% of Walmart tweets, while the #walmartstrikers hashtag was in 20.57%.

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Walmart’s enormous social reach drew millions of likes.

While these user-generated messages added up to a formidable 1.6M impressions, it was still nothing compared to the reach of the brand’s own social content.

Amazon Benefits From High Advocacy


214% Amplification Rate, Highest of all the Black Friday Retailers.

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Amazon saw +214.67% amplification for its owned social content, which mostly played on the luxury of skipping Black Friday crowds to shop from the comfort of home on Amazon.com.

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11/16/12"11/17/12"11/18/12"11/19/12"11/20/12"11/21/12"11/22/12"11/23/12"11/24/12"11/25/12"Amazon" 2,820" 21,325" 42" 17,201" 6,682" 6,543" 5,048" 15,318" 9,781" 22,736"

Par6cipant" 300" 36,512" 15,457" 21,103" 18,408" 20,041" 10,988" 43,809" 18,224" 48,092"

High%Engagement%Impressions%Per%Day%

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Black Friday

Amazon Benefits From High Advocacy


Amazon highlighted the benefits of the shopping experience.

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A brand not known for flashy social media efforts, Amazon still earned the biggest amplification for its social content simply by playing up their appeal as the antidote to Black Friday brick-and-mortar shopping madness.Amazon traditionally gets a lot of mentions on Twitter because of the built-in social sharing features on the site and self-promotion by Marketplace retailers. But this year the Twitter conversation was less about product and more about the shopping experience. A shift towards deeper engagement for the brand.

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Kohl’s Followed Up, Asks “How’d it go?”


Kohl’s follow-up tactics drive high engagement.

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Kohl’s sees the most customer engagement on its Facebook page, compared to Twitter. The typical Kohl’s shopper is very coupon savvy and deals-focused. Kohl’s worked these facts to their advantage using Facebook as a place to allow their customers to brag and celebrate the deals they scored at Kohl’s.

High Engagement Actions / Day

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Facebook"Twi7er"

Black Friday

Toys R Us Had the Largest Brand Impact


Toys R Us owned 42% of the conversation among toys & electronics retailers... but it wasn’t all positive.

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A lot of the conversation from shoppers on Toys R Us’ social channels went negative, driven by complaints around long waits, out of stock toys, and high prices. There were also many negative comments around how the store opened Thanksgiving night - taking time away from families. Much of the positive conversation stemmed from excitement around individual products (such as the Wii U). So while the brand took the lion's share of the conversation, much of it was negative.

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Toys"R"us"

RadioShack"

Amazon"

JC"Penney"

Wal?Mart"

Kohl's"

Target"

Sears"Stores"

Best"Buy"

Kmart"

Macy's"

Black Friday’s campaign impact to brand performance

Bra

nd Im

pact

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Toys R Us Had the Largest Brand Impact


Toys R US combated negativity with charity and @Shaq.

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As a contrast to the negative commentary from shoppers, Toys R Us partnered with NBA (and Twitter) superstar @Shaq, encouraging followers to Give Back with Shaq to benefit kits impacted by Hurricane Sandy and donate to Toys for Tots.

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Summary

Amazon Benefits From High Advocacy2

Toys R Us Had the Largest Brand Impact4

Kohl’s Followed Up, Asks “How’d it go?”3

Walmart Saturates its Audience1

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Q&A

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Learn More

http://social.dachisgroup.com/tour

Sign up for a 1:1 Tour Stay in touch

http://dachisgroup.com

http://socialbusinessindex.com

[email protected]@rayrenteria

[email protected]@bkotlyar

[email protected]@partyliz

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Webinar: Black Friday Winners and Losers 2012 (@DachisGroup)

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