The week following Super Bowl LIII is drawing to a close, but there’s still much to discuss. Those who’ve been visiting the StatSocialblog over the past few weeks have been enjoying the many insights shared here about every NFL team’s biggest fans.
The StatSocial tool provides a massive variety of accurate, unique, and actionable insights regarding any audience you can imagine. The advertisements aired during Super Bowl LIII’s telecast featured some inspired cobranding.
The StatSocial platform guides brands, companies, and marketers to wise and fully informed choices. StatSocial is an especially powerful advisor to those seeking mutually beneficial integrated marketing opportunities, including (perhaps especially) those that may not seem so obvious on their faces.
Internationally known communications brand, T-Mobile, featured not one, but two, collaborators in their Super Bowl LIII customer appreciation promotion. Multiple spots that aired during the game announced that T-Mobile’s customers had some free stuff coming to them. Why? Well, to quote the company directly, “just because.”
The Partnerships
One enticement promised through this campaign is a free ride via on-demand car service, Lyft.
The other treat is free tacos, every Tuesday. These foodstuffs come courtesy of Taco Bell.
All in all, these perks are nothing to sneeze at.
The details can be found via posts on T-Mobile’s website, here and here.
Regarding the Taco Bell partnership, they shared this:
“T-Mobile and Taco Bell felt like natural brand friends, and we were just waiting for the perfect opportunity to make a partnership come to life, in a way that befits what our fans expect from us both. No question this collaboration in the Super Bowl was that perfect opportunity,” said Marisa Thalberg, Global Chief Brand Officer, Taco Bell Corp. “We cannot wait to give T-Mobile Tuesday customers and Taco Bell fans the chance to access a little ‘Taco Bell’ magic, any day of the week.”
T-Mobile’s CEO, John Legere, added these spunky words regarding the Lyft collaboration:
“While Verizon and AT&T have been taking their customers for a ride for years, we’re all about giving ours a ride on us. The best customers in wireless deserve a Lyft. It’s a massive ‘Thank You’ just for being with us. For free. For real.”
“So StatSocial You Say?”
We are not here to editorialize. This is also not Monday morning quarterbacking (or whatever day of the week it is you’re reading this), as these are statistics.
This is what the numbers were going into Sunday’s game. We’re providing them as a tiny sampling of what can be learned from StatSocial.
As is being concluded with increasing frequency, social media audience analysis is far more reliable than traditional research for learning public opinion(s), and predicting public behaviors. When such analysis has been calculated by matching social media data with the vast wealth of more granular, distinctive, and nuanced audience insights available throughout cyberspace — as StatSocial does with an accuracy unmatched by any other platform — there are no numbers of surveys or focus groups that can possibly tell you so much.
The below graphic shows what percentage of T-Mobile users also eat Taco Bell and/or also use Lyft. The “index score” on the far right represents the degree to which these numbers exceed, fall short of, or are in keeping with the baseline. For this, we’ve used the average American social media audience for that context.
5.9% of T-Mobile users also use Lyft, which exceeds the U.S. average by a little over 7 times. 7.3% of Lyft users use T-Mobile. which exceeds the U.S. average by nearly 7 1/10 times.
Lyft
The above shows us that there is already a quite healthy cross-section of users between T-Mobile and Lyft. The proportion of T-Mobile users who employ Lyft’s services exceed the number of Lyft users found among the average U.S. social media audience by a hair over seven times. The number of Lyft users who use T-Mobile exceed the average by even a touch more, approaching seven-and-one-tenth times.
As this is ostensibly a customer appreciation promotion, right off the bat there is a real suggestion of that mission realistically being accomplished. This is something a not insignificant portion of the immediately targeted audience would want. As probably goes without noting— while significant statistically — 5.9% and 7.3% each still leave plenty of room for growth.
There are so many additional insights that StatSocial’s reporting provides that would be considered before taking action, but based on these insights, for this quick taste here, it appears that this partnership would likely be a positive one for both parties.
Taco Bell
The intersection of T-Mobile users and Taco Bell diners is not as profound as what’s shown above. This suggests strong potential gains for both partners, particularly as this aspect of the campaign is more robust than than the Lyft promotion. Here, T-Mobile users are being offered a strong incentive to enter Taco Bell restaurants every Tuesday for free food.
Free grub alone has an irresistible pull, and its provision is likely to give rise to goodwill. Taco Bell, of course, has an opportunity to convert a potentially substantial quantity of T-Mobile users into becoming lovers of their food.
Based on these numbers it seems less likely that a profound number of Taco Bell devotees would jump ship on their mobile provider and switch to T-Mobile for some free tacos. Diving deeper into our insights, though, will paint an ever-increasingly nuanced picture of this audience.
What Else Could Be Learned?
To those on the market for a new mobile provider, the association of the T-Mobile brand with a customer appreciation campaign, touted from the greatest pulpit available via American mass media (Super Bowl commercials) could plant the seeds of positive association, even among those unable to benefit from the Super Bowl promotion directly.
The same would also be true of Lyft and Taco Bell.
This much is known, of course, but who will be watching? Who will be paying the most attention to the broadcast? What proportion of that segment will be the most receptive to your messaging?
StatSocial’s insights can tell you what the fast food and/or car service and/or mobile communications preferences are of both your audience, and those audiences of your competitors. You can know to what degree your audience, and those of your competitors — and any other audiences whose attentions, for whatever reasons, you’d like to attract — are NFL fans, and what proportions of those audiences are fans of each team.
You can also know the ages, incomes, political leanings, favorite TV shows, podcasts, brands of soap, casinos, and… Well, you get the idea.
In short: What can be gained is invaluable wisdom into retaining the audience you already have, and attracting the audience(s) you desire.
Take a Sniff Around
We did a bunch of football related entries the past couple of weeks, and we invite you head over to the greater StatSocial blog here to check them out. While there you can also peruse the tons of other entries, offering all kinds of insights, studies, and deep dives to better acquaint you with the capabilities of StatSocial.
Throughout the blog are many examples of the sorts of insights that can only be gained with StatSocial.
In this series we’re putting StatSocial, our social media audience insights engine, to work.
We’re checking in on the audiences of some of those companies whose names will be familiar to any regular podcast listener, as they are among the most prominent sponsors of many of the most popular podcasts.
What are we trying to determine? Above all else, for which brands do the most passionate members of these podcasts’ audiences show the strongest affinities? StatSocial scores audience affinities for 1,000 top podcasts in every audience report. In this series, we’ll show you the top-five podcasts audiences that are best aligned to the brand in question.
For marketers and agencies looking to optimize podcast ad spend, StatSocial is an indispensable tool. StatSocial also works for podcast ad sellers and networks looking to best position their podcast properties to the right advertisers. This article is a window into what StatSocial can uncover for ad buyers and sellers of all sorts.
(You can check out parts 1 and 2 in this series here and here.)
— — — — — — — — — — — — — — — — —
Founded in 1995 and acquired by Amazon in 2008 for $300 million, the Newark, N.J. headquartered Audible is one of the world’s largest vendors of audiobooks, downloadable radio and TV programs, and audio versions of magazines and newspapers.
Through their Audible Studios they are also the world’s largest producer of audiobooks.
The male to female split among this audience is virtually straight down the middle (leaning toward 51% male to 49% female).
1) Grammar Girl: Quick & Dirty Tips For Better Writing
Former science writer, and current professor of journalism at the University of Nevada, Reno, Mignon Fogarty’s grammar tips are likely something most of us have encountered at one time or another.
Were you trying to steer clear of a homonym mishap and Google’d the matter to keep things straight? The Grammar Girl site is very possibly the first link upon which you clicked.
Podcasting Hall of Fame inductee, Fogarty has founded an entire Quick and Dirty Tips network, dedicated to helping us all be more productive, efficient, and knowledgeable. The network features experts on a vast variety of topics including parenting, health and fitness, pet care, and real estate.
Ms. Fogarty’s self-help empire, however, was built on the back of her terrifically handy writing site and podcast. Audible’s crowd would no doubt tend toward the literate, as those without such inclinations would no sooner listen to a book than read one. It is therefore not all that surprising that the degree to which Grammar Girl fans reside among the Audible audience exceeds the average by just shy of 36 times.
6.01% of the dedicated Audible users we analyzed have recently discussed or shared content related to Grammar Girl compared to .167% of Americans.
2) Happier With Gretchen Rubin
Gretchen Rubin is a best-selling author and self-help guru. Her Happier podcast builds upon the themes of all her books, but most especially her ‘The Happiness Project,’ detailing a year-long, concerted quest for happiness and what she learned along the way. The book spent two years on the New York Times bestseller list.
Trained as an attorney, she was working as a clerk to Supreme Court Justice Sandra Day O’Connor when she realized she wanted to be a writer.
The Happier podcast finds favor among a proportion of this gang 16 times greater than the norm.
1.54% of the dedicated Audible users we analyzed have recently discussed or shared content related to the Happier podcast compared to .094% of Americans.
3) Side Hustle School
Professor Guillebeau’s school of side hustlin’ finds love here to an extent exceeding the average by 16 ¼ times.
This is not the first time we’ve seen this podcast grace a list in this series of entries. You’ll find it referenced here as well.
1.62% of the dedicated Audible users we analyzed have recently discussed or shared content related to the Side Hustle School podcast compared to .167% of Americans.
4) Planet Money
Planet Money first came to life via NPR in the wake of the 2008 banking crisis, intent on explaining the economy to those confused. You’re over 14 ½ times more likely to find members of its audience among the Audible zealots than you are the greater social media masses.
2.95% of the dedicated Audible users we analyzed have recently discussed or shared content related to Planet Money podcast compared to .202% of Americans.
5) Freakonomics Radio
Steven Levitt is a University of Chicago economist, who wrote, along with New York Times journalist Stephen Dubner, the book upon which this podcast is based, ‘Freakonomics: A Rogue Economist Explores the Hidden Side of Everything.’ The pair now co-host the Freakonomics Radio podcast, continuing the exploration of Levitt’s holistic application of economic theories.
The book has sold over 4-million copies worldwide, and the podcast had found purchase in the hearts and minds of these audiobook devotees to a degree exceeding the average social media Joe and Jane by 13 ¾ times.
4.04% of the dedicated Audible users we analyzed have recently discussed or shared content related to Freakonomics podcast compared to .293% of Americans.
Head to the greater StatSocial Insights blog by clicking here, and check out our exploration of more podcast sponsors, as well as a number of other topics into which we’re the best qualified to take the deep dive.
In this series we’re putting StatSocial, our social media audience insights engine, to work.
We’re checking in on the audiences of some of those companies whose names will be familiar to any regular podcast listener, as they are among the most prominent sponsors of many of the most popular podcasts.
What are we trying to determine? Above all else, for which brands do the most passionate members of these podcasts’ audiences show the strongest affinities? StatSocial scores audience affinities for 1,000 top podcasts in every audience report. In this series, we’ll show you the top-five podcasts audiences that are best aligned to the brand in question.
For marketers and agencies looking to optimize podcast ad spend, StatSocial is an indispensable tool. StatSocial also works for podcast ad sellers and networks looking to best position their podcast properties to the right advertisers. This article is a window into what StatSocial can uncover for ad buyers and sellers of all sorts.
(You can check out parts 2 and 3 of this series here and here.)
Dollar Shave Club offers razors and blades via a monthly subscription / membership model. There are three different plans ranging from $3 to $9 a month. Applying this model to the personal grooming sector was devised to address the issue of what the company — and evidently quite a few shavers — perceived as ever-pricier and needlessly higher-and-higher-tech shaving products.
The company was founded by CEO Michael Dubin in 2011. They first launched their website in beta-mode in April of that year. It was a video uploaded to YouTube in March of 2012 that put them on the map overnight.
Dubin, in addition to being an entrepreneur, had studied improv comedy at New York’s Upright Citizens Brigade Theatre. In March of 2012 he put this comedy background to use to write, produce, and star in a 90 second YouTube clip.
The same day the video was uploaded, it went massively viral to a degree that even the confident CEO could never have anticipated. Early that day the company’s server crashed from an unexpected deluge of traffic. Once they got their site back online, they received 12,000 orders during that first 24 hours.
Unconventional marketing has been a cornerstone of Dollar Shave Club’s success, and sponsoring a number of popular, carefully selected podcasts has been part of their strategy from early on.
They stress that their products are unisex, and StatSocial reveals that a not insignificant 21% of their social media audience is female. Still, they have launched a male-oriented online magazine (again NSFW) called MEL, in keeping with their intention from day one to grow into an all-encompassing, one-stop lifestyle brand. While not to be found listed below, they do indeed even have their very own podcast.
1) The Art of Manliness
Dollar Shave Club banner ad on the The Art of Manliness blog
Four years before Dollar Shave Club stormed the internet with its brilliant product launch on YouTube, the The Art of Manliness blog posted an entry educating its readers on “How to Shave Like Your Grandpa.”
One of the most memorable and frequently quoted moments from the initial Dollar Shave Club video comes when Dubin insists that viewers stop paying for “shave-tech you don’t need.” Posing the question, “Do you think your razor needs a vibrating handle, a flashlight, a back-scratcher, and ten blades?,” adding,“Your handsome-ass grandfather only had one blade… And polio.”
The The Art of Manliness multimedia lifestyle brand — with such elements as the blog, podcast, and multiple books — was founded by Tulsa native Brett McKay as an antidote to the bro-culture oriented “lad mags” still in fashion during the noughts. Sharing an aesthetic and ethos, It made perfect sense that Dollar Shave Club chose to advertise its back to basics, subscription-model razors to Manliness’ millions of monthly visitors.
Our insights show an affinity for the Manliness podcast impressively exceeding the social media norm by very nearly 20 times. Indeed, this is about as natural a marriage of sponsor and podcaster as you might find.
2.23% of Dollar Shave Club’s users have recently discussed or shared content related to The Art of Manliness podcast compared to .112% of Americans.
2) The Tim Ferriss Show
Tim Ferriss is an entrepreneur, angel investor, and probably best known for the extraordinarily popular podcast being highlighted here, as well as his best-selling series of ‘4-Hour’ books (such as ‘The 4-Hour Workweek,’ ‘The 4-Hour Body,’ and so forth).
The Tim Ferriss Show finds affinity among Dollar Shave Club’s enthusiasts to a degree approaching eight-and-a-half-times greater than that of the average social media user. Not only that, but Ferris himself finds favor among DSC’s fans to a degree approaching three times that of the norm.
4.41% of Dollar Shave Club’s users have recently discussed or shared content related to The Tim Ferriss Show podcast compared to .522% of Americans.
3) The GaryVee Audio Experience
Dollar Shave Club’s crowd digs Gary Vaynerchuk — the self-described, “dude that Loves the Hustle” (capitalization his, although it’s not clear that he’s not referring to Van McCoy’s 1975 number one hit, or for that matter the dance it implores its listeners to do) — to a degree exceeding social media’s general hoi polloi by three-and-a-quarter times.
The Belarusian-American went from managing his family’s liquor store in suburban New Jersey, to becoming arguably YouTube’s first wine guru and vlogger. From there he’s grown into an all-around digital marketing and social media titan, as well as angel investor and public speaker. Vaynerchuk’s social media-focused VaynerMedia has numerous Fortune 500 clients, and is a heavy-hitter in the digital marketing world.
His The GaryVee Audio Experience podcast finds seven-times as many listeners among Dollar Shave Club’s audience as it does among social media’s users as a whole.
5.39% of Dollar Shave Club’s users have recently discussed or shared content related to The GaryVee Audio Experience podcast compared to .749% of Americans.
4) The Adam Carolla Show
Dollar Shave Club CEO Michael Dubin (left) with Adam Carolla
The former co-host of MTV and syndicated radio’s ‘Loveline’ and Comedy Central’s ‘The Man Show,’ Carolla blazed major trails in terms of revealing just how big a podcast could be. He left terrestrial radio in February of 2009 and almost immediately began releasing a daily podcast. By 2011 his ‘The Adam Carolla Show’ had been downloaded 60 million times.
On the back of his early success, Carolla quickly spun off other podcasts, eventually launching what was initially called the ACE Broadcasting Network, and is now called Carolla Digital. During his early months as a podcaster the outspoken powerhouse of the medium paid for the venture out-of-pocket, covering what he disclosed were $9,000 a month in bandwidth fees. By September of ’09, Carolla started to take on sponsors, providing brands with the added value of spots read by the host himself.
Dollar Shave Club has been a sponsor on Carolla’s network for some time, and Dubin has even been a guest on ‘The Adam Carolla Show.’ It is small wonder then that for as popular as Carolla’s flagship podcast is, affinity for it is shown among Dollar Shave Club’s fans to a degree seven-times greater than the average social media audience member.
2.47% of Dollar Shave Club’s users have recently discussed or shared content related to The Adam Carolla Show podcast compared to .344% of Americans.
Unfolding like a murder mystery, the investigative piece suggested that Syed might have been wrongfully convicted. To date, the first season has received over 80 million downloads, to 14 million devoted listeners.
The hotly anticipated third season is said to be coming at some point this year.
While the podcast was initially funded by Chicago public radio station WBEZ(the NPR station from which This American Life originates), it has had sponsorship as well.
The Dollar Shave Club blog offered its readers advice on how to appear as though you are one of Serial’s listeners even when you are not. This advice may have been heeded by some, but has done nothing to keep Dollar Shave Club’s audience from getting swept up in Serial’s fandom to a degree exceeding the average social media user by nearly seven-times.
1.6% of Dollar Shave Club’s users have recently discussed or shared content related to the Serial podcast compared to .231% of Americans.
We were featured on MediaPost for our 3rd Social Media Power Influencers list curated by Haydn Shaughnessy.
This year, we were able not only to look at our Pull metric, which measures second degree connections, but also the audience of each influencer. We then ranked the influencers by the audience they reach-their interest in social media, technology, and advertising/marketing.
Was it just us or were the Oscars the most social TV event we’ve seen?
Here are a few of our favorite Twitter moments:
1. Kristen Bell tweeted that she was carrying a burrito in her purse
Banana Republic seized this opportunity to promote their clutch and work it into their #truestyle campaign that day
2. Pharrell’s Hat is Back!
While Pharrell lost the hat for the red carpet, he brought it back for his performance. Pharrell had auctioned off the original fashion statement and early on Twitter, he thanked the buyer, Arby’s (who previously Tweeted about the hat) jumped right it stating they were happy to have their hat back. And Smokey the Bear got in on the social action too.
3. ELLEN!
Who doesn’t love Ellen after last night. She ordered pizza for a select few stars which got all the brands talking
And she became the selfie queen, first taking a blurry selfie of her and the audience where she made a “hashtag blessed” joke and then taking what could possibly be the most famous star packed selfie there will ever be that broke twitter. Ellen broke Twitter. She also broke the record for most retweeted tweet to pass the Obama reelection tweet of over 2 million retweets (and still going!)
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