Colle+McVoy: Squawq Case Study
Collemcvoy - Squawq
Visit the site: squawq.com »
Since it didn’t exist, we created it ourselves. Squawq™ leverages the Twitter API and features an intuitive user interface where brands can analyze tweet volume, popular keywords, hashtags, most-vocal authors and frequently shared links. By logging into Squawq via Twitter, users can access the application using their existing Twitter credentials. Within months of launch, Squawq generated thousands of users, actively monitored 100 tweets per second, and stored more than 75 million tweets to the database. Not to mention it provided a much-needed ear to the ground for our clients.
As Twitter continued its massive growth in late 2009, we wanted to figure out an easy and intuitive way to track what people were saying about our clients’ brands on the microblogging platform. At the time, a one-stop application that let a brand easily monitor tweets about its brand was nonexistent in the marketplace.
Colle+McVoy: Super Bowl XLIV
Brands spend millions of dollars on a Super Bowl spot, but how does this translate into conversation on social networks such as Twitter? We decided to find out. By monitoring and analyzing the volume of Twitter chatter on game day, Squawq™ provided an immediate snapshot of activity surrounding each ad. It ranked the most talked about brands and provided data throughout the game. And it garnered 62 million media impressions for a day’s worth of work.
Visit the site: squawq.com/superbowl »
Colle+McVoy: Super Chatter XLV Case Study
Colle+McVoy Super Chatter
By creating search queries in Collective Intellect and Radian6, we analyzed how people shared their Super Bowl experiences across the social Web via tweets, Facebook updates, blog posts and more. Once our analysis was complete, we designed an infographic to visually display the top ten themes and served it up using the Google Maps API. To bring awareness to Super Chatter™, we relied entirely on the media that covered the Super Bowl to spread itself. One tweet and Facebook post sent thousands of visitors to collemcvoy.com/superchatter, where they spent an average of 23 minutes browsing through the infographics. While the idea of Super Chatter was spreading through social media, our brand sentiment was the most favorable it has ever been, and visits to the Work section at collemcvoy.com increased 40 percent.
We set out to monitor the social Web and uncover how the Super Bowl influences people’s behavior throughout the nation. While numerous agencies focused on assessing the impact of TV commercials, we broadened our analysis to identify the top behavioral themes by dissecting the social media footprint of Super Bowl XLV.
Celebrating the Unpredictability of the Digital Decade
Minnesotan marketers get interactive. This has never been more apparent than it was this past Wednesday at the Minnesota Interactive Marketing Association (MIMA) Summit. The theme of the conference was “Celebrating the Digital Decade,” which served not only as a testament to the monumental changes we’ve experienced in digital, but also a celebration of MIMA being the oldest and biggest interactive marketing association in the country. MIMA has pioneered a local path that allows organizations to elevate their talent by offering premium programs that present high-quality speakers to share the digital love.
There were more than 60 speakers at this year’s MIMA Summit, who were organized into 10 different tracks for attendees to choose from: content and storytelling, digital decade, e-commerce and e-mail, marketing technologies, measurement, mobile and screens, the nonprofit perspective, social media, trends and user experience. Colle+McVoy sent a group of people from various disciplines in order to take in as much as we could from the 40 different sessions.
Outside the two keynote speakers (Avinash Kaushik + Chris Anderson), I spent most of the day attending sessions listed in the user experience track. With the hope of capturing the perspective of everyone who attended from Colle+McVoy, I solicited feedback by asking for two or three sentence descriptions of themes they identified throughout the day. The unpredictable nature of the Web and technology rose to the top. Avinash’s opening keynote talk set the tone, “Predicting what the Web will be in five years is impossible. What we learned six months ago is irrelevant today. Which is why we all continue to do this and why all of you are here. That’s what I love about my job.” Avinash closed by talking about how failure inherently follows the unpredictability of innovation. By failing fast, interactive marketers can swiftly adapt to the real-time changes in consumer behavior.
The idea of unpredictability carried over into the first session I attended, titled “The Future of UX” by Boon Sheridan. “You can’t put things in motion and predict the future of digital and technology because it changes so fast. Focus on the now. The reality is that we can’t solve for design problems that don’t exist today,” emphasized Sheridan. He continued, “Design for interruption. It’s impossible to perfectly guide someone through the digital ecosystem.” The idea of digital ecosystems has become a common phrase among UX professionals and digital strategists. Given the ecosystem’s unpredictability, Sheridan recommended starting all digital projects by storyboarding a few different use-case scenarios and then layering in the navigational and content gaps that exist. From there, teams can brainstorm possible solutions before initiating design concepts.
Edward Boches and David Armano also covered the unpredictability of innovation in their session “Group Therapy for Would-Be Innovators.” Boches argued there are three ways agencies can grow: 1) sell existing services, 2) develop new services for existing clients, 3) create new services for new clients. Innovation can fuel any of these growth strategies when the agency’s workforce is liberated to work on experiential projects. Due to the unpredictable nature of the Web and technology, the only way to keep up with the shifts in consumer behavior is to experiment. Learn by doing. And failing. Hearing these perspectives definitely solidified my perspective on how Colle+McVoy has started to formally harness innovation across the agency. My role may serve as a catalyst to identify opportunities for innovation, but it’s the makeup of the agency that allows us to produce ideas such as Squawq, Super Chatter and SXSW Talks.
My final session of the day, “Rethinking User Research and Usability Testing for the Social Web,” offered one final reminder of the unpredictability of the Web and consumer behavior. “We don’t know how to find out about things we don’t know about. People don’t act in the real world as we want them to in usability tests. People don’t live in a world doing one task with one device out of context,” explained Dana Chisnell. She said, “The Web has always been social, but it’s now more social than ever. The Web enables a powerful platform for human-to-human interaction facilitated by technology.” Because of this, Chisnell expressed the importance of rethinking how we gather people’s feedback as we create digital experiences. With the Web being an enabler of human-to-human interaction, understanding people’s online relationships is more important than ever. We need to stop looking for the things we know about in usability testing and challenge ourselves to find the things we don’t know about.
MIMA was right. The imperfection and unpredictability of the past, present and future of interactive marketing should be celebrated. It should be celebrated because our community has demonstrated an unmatched passion and interest in learning, failing and obsessing over how we can get smarter and better at what we do. There’s a reason people like Avinash Kaushik and Chris Anderson are coming to Minnesota. It’s because we’re humble enough to be obviously curious and we have some of the top brands and agencies in the country producing some of the best interactive work on the planet.
Doritos Had Most Talked About Super Bowl Ad, According To Twitter
Squawq provides immediate feedback from Twittersphere on America’s discussions about ads, brands and teams
MINNEAPOLIS, February 5, 2010 - The Doritos House Rules commercial was the most talked about television advertisement on Twitter during the 2010 Super Bowl, according to Squawq, a Web tool created by ad agency Colle+McVoy that tracks and analyzes conversations on Twitter. The Doritos brand as a whole received more than 35,000 tweets during the game for its ads, but most of these (more than 21,000 tweets) were received immediately after the House Rules spot aired, indicating its popularity. "We’re not sure if the House Rules spot will ultimately win the big prize money in the Doritos Crash The Super Bowl promotion, but they won on Twitter tonight," said Mike Caguin, executive creative director of Colle+McVoy. By monitoring and analyzing the volume of chatter on Twitter about advertisements, brands and Super Bowl topics, Squawq provided an immediate snapshot of people’s opinions on game day. It ranked the most talked about brands, advertisements and teams during and right after the game. Results can be found at http://squawq.com/superbowl/. "We created Squawq last year for our clients to track conversations about their brands and businesses on Twitter," said Caguin. "Squawq has been extremely useful, fun and easy to use, so we wanted to see what it would reveal during a major television event like the Super Bowl. Never before have we been able to gauge public interest and opinions so quickly."
According to Squawq, the top ten advertisers that spurred the most Twitter chatter as of 10 pm EST were Frito-Lay (Doritos), Anheuser-Busch (Bud, Bud Light, Select 55), Coca-Cola, Unilever (Dove), Audi of America, Focus on the Family, Mars (Snickers), Google, Levi Straus & Co. (Dockers), and E*Trade. Squawq uncovered other interesting results from its Twitter analysis during the Super bowl, including:
- The Saints won on Twitter too, generating 90 percent more tweets than the Colts, with over 675,000 tweets by game end.
- In a cost per tweet comparison (based on an estimated cost for a 30 second Super Bowl spot vs. number of tweets), Frito Lay (Doritos), Unilever (Dove), Audi of America, Focus on the Family and Google came out on top.
- Twitter chatter about the brands and ads was at its peak in the first quarter and then waned as the game went on, reflecting the anticipation of the game.
How Squawq Works - Squawq (found at squawq.com) is one of the most well-designed and user-friendly Twitter analytics Web tools. For the duration of the Super Bowl, Squawq tracked and analyzed tweet volume, popular keywords, hashtags, and URLs associated with the Super Bowl. For each brand, a search query was constructed that tracked keywords specific to that brand. For instance, for Coca-Cola, all tweets that either contain the word "Coke," or both the words "Coca" and "Cola" were tracked, as well as key words related to its advertisements. As tweets came in, Squawq compared them against each brand’s search terms and updated the results in the official Super Bowl graph found at www.Squawq.com/superbowl. Track the chatter Squawq Super Bowl.