Archive for Matt Rosenberg

Who Really Won The Super Bowl?

Posted by Matt Rosenberg on February 5th, 2013 at 7:43 am

To read the marketing industry press around the Super Bowl, you’d think the game was a sideshow, a delivery system for the real show: the ads.  Much has already been written by pundits and pollsters on which ads were the “best.”  The idea of arts-like criticism of ads is pretty hilarious.  An uncreative ad that sells the more product than the most creative is a very worthy version of “best.”
Because the ads for events like the Super Bowl are a part of the show – and a major part for many people – we at Taykey turned our powerful monitoring technology on all of the ads that ran between kickoff and the final whistle.  We pulled in data from over 50,000 sources, from the big boys like Facebook and Twitter to blogs to comment sections on sports and news sites, to see which ads received the most conversation and achieved the highest positive response.
Here are the Top 10:

Though we honored the ads that inspired the most conversation in our graphic, we gathered data on every commercial that ran.
Nine ads achieved our top sentiment score, meaning the language used in tweets and status updates and other posts around the brand during... Read more

Movie Marketing Insight: Star Trek Into Darkness

Posted by Matt Rosenberg on January 15th, 2013 at 7:15 am

Movie studios have a huge advantage over most brands in that their marketing materials are sought after by the audience and consumed as content rather than as commercial.  One anecdotal example you my identify with: though my wife and I are committed time-shifters and we make a sport of skipping commercials, we always stop the fast forwarding when a movie spot comes on.  That situation doesn’t make the marketing job simple, and there are plenty of occasions where the audience shrugs at or shuns the movie despite their openness to materials.  I thought it might be interesting to take a look over the next few months at how one studio markets one picture.
Last month, Paramount began their marketing of the next Star Trek movie, the second from director J.J. Abrams.  Star Trek presents opportunities and challenges.  The franchise is over 40 years old.  Though Abrams’s first go with the Enterprise was a reboot of the franchise, the characters hadn’t been current for audiences for a long time.  And despite the existence of a reasonably large group of alpha fans, those fans, Trekkies or Trekkers depending on your age, are perceived by the general public as nerds (at best).
At the marketing... Read more

Don’t Keep Social Media Score By Volume Alone

Posted by Matt Rosenberg on October 18th, 2012 at 11:38 am

We are so awash in data that we seek simple ways to find meaning in it all.  But simplicity is not a virtue if it undermines your ability to derive a realistic understanding of your subject.  To illustrate, let’s look at the way social media has been reported on during the presidential election.
During the primaries earlier this year, it became apparent that the media was going to tell the social story quantitatively.  Hence, candidates were judged on their numbers of Twitter followers, Facebook likes, and Klout scores.  More recently, coverage of the two conventions attempted to quantify enthusiasm through the lens of the number of tweets generated during each three-day infomercial, which drew a rebuke from Stephen Colbert: “These numbers are out there and it’s the media’s duty to report them without the liberal filter of meaning something.”
At Taykey, we have the technology to look not only at the volume of conversation – tweets, status updates, blog posts and more – but to analyze the sentiment associated with each.  We can understand a little better how to interpret unstructured online conversations.  Consider the following graph:

This shows the volume of conversation during Tuesday night’s debate from 9pm to 11pm.  During the... Read more

Wielding Influence: 5 Problems and 6 Solutions

Posted by Matt Rosenberg on July 9th, 2012 at 4:32 am

Like “engagement,” the word “influence” in marketing means so many things that it’s at risk of meaning nothing.  It can be about endorsement, or content sharing, it can be interchangeable with “viral strategy,” it can mean growing a fan base as part of a CRM strategy… and it is almost always challenging to scale.  We have to get past the jargon and develop a realistic understanding of the social mechanisms marketers can legitimately use and expect to show results.
Endorsement has been with us for many years.  We wanted to be cool like Humphrey Bogart, so Resistol paid him to appear in their ad for his signature fedora.  Britney Spears dancing about soda, Jennifer Lopez implausibly driving a Fiat, and so many more.  Celebrities are totems that represent some specific qualities that people may aspire to.  They are also expensive. So when the mechanisms developed to connect measurably with our peers, advertisers lifted the endorsement model and got busy looking for the opinion-shapers among us.
But there are a number of problems with the way “influence” has been leveraged for marketing. A key driver of this type of program is cost: it’s cheap. But anything cheap means that you pay the price elsewhere. To wit:

Authentic... Read more

Facebook, A Parable

Posted by Matt Rosenberg on May 22nd, 2012 at 6:29 am

And lo, Mark built a house. The young of the town assembled there and anointed each other with oil, and it was good.
“Enter thee to my house and know great intimacy, share your thoughts and your hearts with openness,” said Mark as he expanded his house to accommodate people of all nations and creeds.
The Devil then came to Mark. “For while they dwelleth in thy house, suggest to them that they buy something and the value of your house will rise.”
“No, Eduardo,” said Mark. “My house will be pure.”
Eventually, though, the house needed reinforcement and expansion greater than he could accomplish by the work of his own hand and he had to give ear to the money lenders. “Tho if I shall have commerce,” he said, “I shall have it in a way that bothers no one.” And it may or may not have been good, but no one could tell and it was hotly debated in the trades. Yet Mark refused to be more assertive as it was the tradition of his people to honor all guests as family; a place of comfort cannot be also a bazaar.
But Mark did tell his servants to... Read more