Comments on: A Second Look: BrandBowl 2010

By: Lizabeth Brihon

Lizabeth Brihon — Fri, 27 Aug 2010 07:04:51 +0000

Hello good site

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By: Derek Rey

Derek Rey — Fri, 05 Mar 2010 05:19:01 +0000

I really appreciate your input Edward.

Big fan of Mullen. No cheap shots here. Love dialogue.

I think you’ll agree that the things I pointed out were simply the main points that you presented to the people. For example, your core analysis was featured in a creative piece that ranked brands by volume of Tweets (as you say “buzz”) depicted in a massive scoreboard, roughly 340 pixels x 600 pixels.

Your approach to presentation was my approach to analysis… Fair? Right?

In regards to the “few things” that I “neglected to point out,” I’ll assume you’re referring to the size 10 font below the fold, located down and to the right (http://brandbowl2010.com/). I actually spoke to all of them expect one.

I didn’t speak to “Brand Bowl Top Three” because you presented the results with three digit numbers next to the brand name: 156, 103, and 81. I have no idea what those numbers are suppose to mean and there wasn’t a link to explain the methodology. So I didn’t write about it… Fair?

In regards to the other data points, I did in fact write about both… Volume. Sentiment.

In conclusion, I love the execution! A+ for creative style, A+ for the idea but the study itself failed to achieve the premise of the entire execution which was suposed to be a “scoreboard that will tell us which brands are winning their hearts and minds.”

Key supportive data point: Focus on the Family #3 (this was hated by the people)

Have I not been fair?

Best regard,
Derek

By: edwardboches

edwardboches — Thu, 04 Mar 2010 16:39:13 +0000

Love that you guys are trying to get on board here. Dialogue is a good thing. Don’t know much about your capabilities other than you sell paid tweets and some of your conclusions are correct. But, you neglect to point out a few things. There were multiple points to BrandBowl. 1. Buzz, we were interested in how much total conversation can be generate by an event, so volume mattered a lot. Take a look at any of these brands, pro or con and they got chatter specific to this event. Lessons from that (i.e. how much chatter can be induced via social) offer value in understanding how to mobilize an analog event. 2. Sentiment was a second thing. Our winners were based on buzz, true. But we also had sentiment winners and published them just as you did; so yes, we had the same data, just offered more ways to look at it. 3. It was participatory experience, with value for users. That’s why it was featured on TV, radio, national press and accounted for .07 percent of all Twitter content during portions of the game. Your data is awesome and well presented. But you compared it to only one third of the data that we made available to participants, press, advertisers themselves and others. Love the fact that you guys are talking about measurement of social. As you know, both Mullen (through our own analytics group) and Radian 6 are big believers that no program is complete without them. Thanks so much for this post. Hope this clarifies some of your assumptions.