By: Justin Gonzalez
This weekend I’ll be watching Superbowl XLV and tweeting live during the game. No, we’re not a sports broadcasting station so don’t expect me to offer commentary on any of the plays. In fact, I don’t even know anything about American football… What I’m interested in seeing is how the “Social Bowl” plays out online.
As marketers shell out $2.6mil a spot during the game, their being asked to show a more solid ROI. As you may remember from your consumer behavior classes, advertising doesn’t necessarily contribute to a solid ROI (at least it’s hard to measure). For instance, millions of fans will see a commercial for Audi this Sunday and love it, like it or hate it. That doesn’t mean they’re going to run right out and buy an Audi. What marketers at Audi are hoping they do is tweet about it.
With measurement in mind, marketers are hoping to increase the buzz around their spots via social platforms beyond the big game by tracking likes, comments and hashtag interaction. Thanks to measuring tools like Radian6, Hoot Suite and so on marketers can track their social presence much easier than before. Even on a more basic level, you can also measure a definitive jump in fans/followers by just paying attention to numbers. But I didn’t have to say that, because you’re already aware. Right?
My mission: to join the conversations and see just how interactive the communities formed around the ads become. You can follow my input @justinSF or @BarsToneVideo on Twitter.
Since I don’t know anything about football, I’ll leave it up to you to tell me who to root for and just follow your advice blindly. Let me know who you want to win this weekend down below!