This is another entry in our series unveiling something brand new for StatSocial .
Our clients now have, at the ready, a mountain of B2B data married to our patented identity graph and audience intelligence platform Silhouette. All of this is ready to be leveraged across our key use cases (insights, attribution, and activation). This is an unprecedented opportunity for B2B marketers to analyze more than 40 million business people, including the companies they work for, industries they work in, and job titles, all cross-referenced against Silhouette’s industry-leading insights.
To demonstrate the power of B2B audience data inside of Silhouette, we’ve been posting these entries comparing the employees of tech giants Amazon, Apple, Google, and Microsoft. If you’d like to see similar insights on other B2B data-sets, please contact us.
The analysis below was completed by analyzing over 30K employees from each company. For this entry, we’re highlighting one of our most unique sets of insights, here considered through the B2B perspective — provided with a little help from IBM Watson™.
Our Personality Insights are powered by Watson‘s sophisticated AI. When analyzing an individual’s public online writings, Silhouette can infer — with extraordinary and widely-praised accuracy — what personality types dwell within an audience, and in what proportions.
In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad over-arching categories: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Our Personality Insights use this model, with each over-arching umbrella trait housing a number of more granular categories (for example, under Conscientiousness, you will find Cautiousness, Achievement-striving, Dutifulness, and more).
A simple breakdown of the Personality Insights characteristics, and a thumbnail description of each, can be found here. A blog explaining things a bit more in depth can be found here.
The below graphic regards the employees of these Big Tech titans through the lenses of 10 particular characteristics: Achievement-striving, Artistic Interests, Imagination, Intellect, Liberalism, Orderliness, Self-consciousness, Self-discipline, and Trust. We’ve ranked each group, from 1 to 4, indicating which, on average, is most, less, or least likely to exhibit each trait.
How StatSocial Works
When trying to convey the depth, breadth, and scale of StatSocial‘s Social Affinity and Earned Media data, we sum it up like this: Imagine an 85,000 question survey given out to 300 million consumers. Now, imagine this already incredible thing as a living, dynamic data set. This survey is being administered in real time, constantly, being continually refreshed to include all of the most up-to-date opinions, choices, affinities, and actions. Learn more here.
Marketers and media-sellers know that Earned Media and Influencer Marketing are valuable components of their campaigns. Attributing a definitive worth to either, however, has traditionally been elusive. As StatSocial’s analyses report of with what topics and influencers an audience’s members have been engaging, a marketer can now directly attribute website and offline conversions. The same metrics that marketers have long relied upon to quantify the value of a campaign’s Paid and Owned Media components, are now just as readily available for Earned Media. Learn more here.
StatSocial‘s vast and comprehensive taxonomy is accessible across every programmatic platform. Our partnership with Liveramp, and direct integrations with such leading platforms as Viant, Oracle Data Cloud, Eyeota, and Lotame, finds StatSocial‘s insights available everywhere you access audience data. We are also available, via our 24/7 online to get you the insights and audiences you need, when you need them. Learn more here.
Social Network Users Most Receptive to Advertising
News Media Outlets With Audiences Most Receptive to Advertising
Liberal/progressive-politics oriented news website, Upworthy, edges out all other news sources on this chart. The population solicited for this panel is 30.4% more likely than the average U.S. consumer to visit the site routinely.
Shifting perspectives, those of the “receptive to advertising” class are 28% more likely than the average to turn to the famously conservative, Fox News, to keep up with current events. The advertising-receptive actually under-index when it comes to engaging with CNN.
Much of what the news reports is going to naturally be political. But moving on from news reported with a political slant, a bit later in the entry we will consider outlets for whom politics is the whole point.
Favorite Syndicated TV Shows for People Most Receptive to Advertising
StatSocial analyzes audiences for more than 2,000 TV shows, grouping them by network and genre. For this analysis, we looked at a group of Syndicated TV shows, with ad time that is normally more economical, and customizable by region, than what a major network traditionally offers. Knowing which of these shows boasts a viewership that is statistically more likely to be receptive to a brand’s message is terrifically valuable data for media planners. Ron Popeil didn’t, after all, make his millions from advertising during the Super Bowl.
Looking at this chart we see, right up top, the longest-running syndicated game show of all time (in the U.S.), which is about 38 seasons, or so, into its run. ‘Wheel of Fortune’ fans are 44.3% more likely to be most receptive to advertising than the average US consumer.
As was reported by Quartz in 2016, political advertisements have been quite lucrative for the syndicated stalwart. The show is primarily viewed by those ages 65 and up, and is said to have TV’s oldest viewership. This is a famously motivated voting bloc, but this is not the only advertising that could be received well by their audience.
StatSocial has a treasure trove of insights to share regarding the viewers of ‘Wheel of Fortune’ (as well as every other show on this list, and every other item in this entry).
Political Websites Read by People Most Receptive to Advertising
Politics may be a topic best avoided in mixed company. It has long been the impetus for much in the way of advertising and marketing innovation, birthing many widely-adopted and highly-effective approaches. It is also an area of popular media where many pairs of engaged eyes will be focused, as it touches most of our lives.
The Tucker Carlson co-founded, The Daily Caller, is the most prominent site here. With the ad-receptive 42.1% more likely to be routine visitors than the average consumers.
The remaining three of the top four most over-indexed sites also lean unambiguously to the right; Breitbart at 26.8%, RedState at 17.3%, and TheBlaze at 15.7%.
As these are explicitly political websites, and therefore of appeal to a specific type of audience, it’s always wisest to consider the full audience profile set before you. While learning slightly right, perhaps, on the whole the data paints a picture of a politically diverse group.
Personality Traits of People Most Receptive to Advertising
One of the most unique sets of insights unique to StatSocial are the personality traits from IBM Watson™ and their Personality Insights service.
In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, overarching categories. IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.
(ALSO NOTE: You can check out the first and third part of this three-part series of entries here and here, and you can check out all of our Personality Insights™ entries to date here)
As many of you may ask, after reading our last entry, Personality Insights™ — which analyzes the language used by an individual to extract personality traits, and in turn guide end users to highly personalized interactions — defines an extroverted, cheerful person as one prone to “Experience a range of positive feelings, including happiness, enthusiasm, optimism, and joy.” A definition close to how we all might characterize cheerfulness, of course.
StatSocial fleshes out this population, telling us quite a bit more about the vast many Americans we, along with Personality Insights™, have identified as “cheerful.”
Let’s start with the basics.
Who are the cheerful in the first place? First off, it’s small wonder that women outlive men, as they make-up comfortably over 70% of the cheerful audience.
So then, it follows with some logic that these winsome, peppy folks — when posting of “consumer packaged goods” — tweet of the products of the Estée Lauder Companies and Procter & Gamble to a degree approaching twice as often as the average Twitter user (which is not to suggest that men don’t also use and tweet of those manufacturer’s products, of course).
Also, not surprising to see Pepsi and its less-cheery chief competitor, Coke, rank so highly here. I think we’re all a little bit happier after a nice, cool sodee-pop.
By now, you probably get the idea. But let’s go deeper, shall we?
While even the grumpiest young people will, on average, outlive the most gleeful oldsters, it still must be mentioned that the legion of cheerful are populated significantly not just by young people, but by kids. Well over one-third of the cheerful audience is under 18.
College/post-grad aged teens and twenty-somethings make up about 16% of the audience. Then we see an even-split, percentage-wise, among the next two adulthood phases (combined accounting for about a quarter of the audience), with a dip in late-middle age, and a slightly greater dip as folks near retirement and move on into old age.
As it’s not our place to speculate, wax existentialist, or politicize things, let’s simply call this decline the “get off my lawn” phenomenon.
If we look at the overall Top 100 Brands among the Americans certified as cheerful, with the help of Personality Insights™, we see the top portion of the list dominated by youth oriented concerns. Indeed, the biggest “brand,” with the largest absolute number of cheerful social fans, is also one of the world’s biggest bands, One Direction. Quite consistent with the demographic data we’ve thus far been provided.
As the primary subject of literally thousands of rapturous tweets a day, and for years now, it is not surprising to see the boys of 1D rank highly, even as a brand. The cheerful on Twitter identify as fans of the British boyband to a degree two-and-three-quarters greater than the average user.
But those are raw numbers. One Direction has 25 million social fans, so to some degree it simply stands to reason that they’re going to have larger quantities of all sorts of personality types in that audience. Look what happens when we sort by our multiple metric; seeing which brand communities contain the largest number of cheerful members, percentage-wise.
Viewed through this lens, suddenly relative upstart boyband Emblem3 — no Twitter slouches themselves with over 1 million social fans — win the cheerfulness stakes. Their fans are nearly twice as likely to be cheerful than those of 1D, and and a whopping five times more likely than the average Twitter user.
And there’s even one other musical group, who falls outside of our top 100 brands, but who have over 100,000 social fans on Twitter, called The Gift of Ghosts. The propensity for cheerfulness among their fans exceeds the average Twitter user by nearly six times. Their Facebook page suggests that they broke up last August, but the levity of their following is evidently unsinkable even in the face of this demise.
Here are the 10 bands with the most cheerful social audiences, overall. Our research indicates that they’re not all pop bands, as you might assume — some actually play metal and heavier stuff — but our sleuthing also has revealed that we are old and have no idea who ANY of them are.
Still, good on them for presumably not negatively impacting the moods of their statistically significantly cheerful audiences.
BANDS WITH THE MOST CHEERFUL SOCIAL FANS
RankingBandMultiple1The Gift of Ghosts5.482EMBLEM35.043Down To Friend4.894The Killing Lights4.775Kotak4.76NightShade4.417This Wild Life4.48Sleeping With Sirens4.279Memphis May Fire4.1610Pierce The Veil4.09
Okay, those are all fun numbers, and they are indeed actionable and valuable to certain brands and marketers. But two-thirds of the cheerful are not kids, and as we explore other brands, media, and products this fact starts to become more evident.
We know, for example, that when it comes to automotive manufacturers — producers of one of the ultimate grown-up products — the three brands with the largest number of joyous, perky social fans seem to be good ol’ American Chevrolet, followed by the German luxury brands, Mercedes-Benz and BMW.
Gazed through the lens of multiples however, we can add that — perhaps unsurprisingly — certain more niche, luxury auto brands seem to be marketing to audiences comprised of more cheerful folks than the average audience by nearly one-and-half-times in some instances. Unsurprising for brands primarily catering to international super spies, and the sons of Greek shipping magnates; demographics well known for keeping their spirits up.
It’s worth noting, however, that the more modest and affordable Kia Motors and Nissan also find their audience cheerfulness comfortably exceeding the norm.
RankingCarMultiple1Jaguar1.42Peugeot1.393Renault1.394Rolls Royce1.395Kia Motors1.366Bentley Motors1.367Aston Martin1.328Lamborghini1.249Maserati1.2410Nissan1.23
Kia, it seems may already be aware of the audience to whom they’re marketing.
Or perhaps this marketing approach has attracted the jovial to their brand. We’ll leave it to the good people at Kia to hash out the chicken/egg of this matter. Our point is that whatever it is they’re doing, it’s working.
We’ll bow out here before this thing becomes a novel. Hang in there, though, as in our next entry we apply our insights into America’s cheerful to find out how they feel about the things that really matter in life, like specifically TV.
(And be sure to learn even more by reading our press release touting this exciting new partnership here)