Thursday, June 25, 2015

Adding Media Outlets to the mix of Brand Engagement Detection

Another day, another customer requested feature implemented and crossed of the roadmap.  Whew!  Our brand partners have been amazed at how we are surfacing sponsorship engagements from teams, players, leagues and fans, but they also have been asking - how about media outlets?

In the past, brands would hire an agency to go do research and dig up some reports of what happened in the past, but meanwhile, the teams keep playing, the media keeps publishing, and the tweeters keep tweeting.

To us, this is a little like driving a car by looking in the rearview mirror.

So we've gone ahead and added the top media outlets in the world to our real time tracking system, and monitor and feed them into BrandSpotter™ to match up the Visual Mentions, as well as hashtags and mentions, for brands to track and value their campaigns and sponsorships.

The Media Scoreboard now shows all these daily engagements -

and we go ahead and surface all of these posts from these media outlets as they come in, so you can drive the car looking at what's on the road as it comes.

Brand customers can get this functionality starting today on their dashboard, and of course our Pro level subscribers can see this data as happens across all the hundreds of brands that we track.

Saturday, June 13, 2015

Our Brand Leaderboard, Now With More Gusto

Here at the Blinkfire Analytics brewery, our brewmasters are always busy brewing new features here and there into the platform that are dramatically helping you, our customers, understand and solve problems with optimizing your sponsorship sales if you are a rights-holder or return on investment if you are a sponsor.  We don't always talk about these little improvements, but these improvements to our Brand Leaderboard have been requested by many for a while now, so here they are:

1) You can now search a specific day for the number of engagements a brand received from rights-holders and their social community on a specific date.  For instance if you wanted to look for engagements just for specific days after the Champions League Final, you can now do that.

In fact, doing so can bring to light how important it is to track performance, not just the day before, during, and after an event, but even up to a week after the event, as it takes time for posts to fan out to followers who then engage with the posts.

2) You can now link directly to these results.   For example, if you wanted to track the last seven days of engagement in Hockey for the Stanley Cup Final, you can do that and now share it easily with a link such as:

3) Finally, if you just wanted to find out which beer sponsors are getting the most engagement, you can do that too, now with more accuracy.  Here for instance were the most engaged with beer brands on May 30, 2015:

Please keep the feedback coming.  We're listening, and Go for the Gusto, or don't go at all!

Wednesday, June 10, 2015

Reviewing the social data from the Champions League final

Because 2015 doesn't have a men's World Cup or European Championship, the UEFA Champions League final was likely the most important event of the year for global soccer fans (ok, maybe it's a tie with the Copa América and Women's World Cup). The season's final last Saturday pitted FC Barcelona against Juventus FC at the Olympiastadion Berlin, ending in a 3-1 victory for the Spanish side.

This title earned FC Barcelona over 250,000 new Facebook fans and 325,000 new Instagram followers over the weekend alone.

Interestingly, Juventus FC experienced a even bigger boost! Despite losing the final, they gained 564,000 Facebook fans over the weekend.

As for the players, the effects of the big game materialized the day after the final whistle was blown. Leo Messi's Facebook page, for instance, saw almost 355,000 new fans on Sunday, many more than the blaugrana scorers of the match: Ivan Rakitic (+19,913), Luis Suárez (+122,406), and Neymar (+115,490).

Messi and Neymar also felt their Instagram following shoot up, increasing by 337,000 and 261,000, respectively. Andrés Iniesta, MVP of the final, gained 65,000 new fans on Facebook and over 92,000 on Instagram Sunday alone.

Though the runners up, Juventus players also had boosts in their social followings. Álvaro Morata, Juventus' lone goal scorer, gained over 48,000 followers on Facebook, 31,400 on Instagram and nearly 7,000 on Twitter.

Andrea Pirlo (over 100,000 new Facebook fans this weekend) and Gianluigi Buffon (over 41,000 in the same period) also had material increases.

The teams and players weren't the only ones to benefit by being in the finals -- the teams' sponsors were seen in hundreds of images by many millions of people on social platforms this weekend, driving massive exposure for these brands.

As they say, a picture is worth a thousand words. Have a look at the graphs below and you will see the number of times our BrandSpotter™ identified logos of Jeep and Qatar Airways in the last month. Notice the striking spike the weekend of the match.

In the thousands of images we identified, those containing Qatar Airways were engaged with over 11.5 million times and Jeep nearly 4 million. Not surprisingly, our Brand Leaderboard showed Qatar Airways, Jeep, and Nike (apparel provider for both Barcelona and Juventus) as three of the top four sponsors with the most social engagement for brands in soccer last week.

Until now, brands haven't had an automated way to analyze the exposure of their offline sponsorships across all social media platforms at scale. Thanks to Blinkfire Analytics' technology, one can identify actual exposures, measure social engagements and quantify the value of earned media of these sponsorship investments.

Do you want to better quantify your social inventory for your league or team? Is your brand sponsoring a professional sports team jersey, scoreboard, or signage? Claim your Blinkfire profile now!