The Oscars have become a major advertising event for television advertisers, so Alterian took the opportunity to monitor 19 Oscar Network TV advertisers to measure the ‘buzz’ generated within social media. In total Alterian collected 506,986 conversations from February 1, 2010 through March 7, 2010 using the Alterian SM2 social media monitoring application, relating to the Oscars. To help further understand these results Alterian developed a ‘Social Engagement Index’ and a ‘Sentiment Weighted Social Engagement Index’ to measure the volume and potential reach of conversations about each advertiser in order to understand their preliminary effectiveness in the social media universe.

1. And the Oscar Goes To…
Using Alterian SM2 to Measure Advertising Buzz at the Oscars
Monday, March 8, 2010

2. Results Introduction
• The Oscars have become a major event for TV advertisers.
– According to Advertising Age a 30 second spot at this years Oscars will cost between $1.3 and $1.5 million dollars
(Source: http://adage.com/mediaworks/article?article_id=142342).
• Using Alterian SM2 we are tracking 19 Oscar Network TV advertisers to measure the
buzz generated in social media
• In total Alterian collected 506,986 conversations from February 1, 2010 through March 7,
2010 using the Alterian SM2 social media monitoring application related Oscars
• Alterian is releasing data on Total Number of Mentions, Social Engagement Index (“SEI”),
Sentiment Weighted Social Engagement Index (“SSEI”), and overall sentiment usage.

3. Top Line Findings
• Of all conversations related to the Oscars in social media, the 19 advertisers being
evaluated were mentioned in 17.5% of all conversations.
• Summit Entertainment received the most total mentions with 11,280 mentions (16.9% of
all mentions.)
– Summit Entertainment is the studio that produced Best Picture Nominee, “The Hurt Locker.”
– Microsoft, Apple, Walt Disney Pictures, and McDonald’s also received a high number of mentions.
– Kimberly Clark, Ameriprise, and OxiClean received the fewest mentions.
• Alterian has ranked all advertisers by a Social Engagement Index (“SEI”) to measure the
‘reach’ of each advertiser.
– Apple has the highest SEI with a score of 407. An SEI of 100 is average, Apple’s score indicates a reach of
307% more than the average sponsor.
• Alterian has created the Sentiment-Weighted Social Engagement Index (“SSEI”) to take
into account the sentiment of each conversation.
– When accounting for sentiment Apple has the highest score of 481.

4. Results – Daily Volume
• A total of 506,986 conversations related to the Oscars were collected from all social media sources.
• On average there were 12,365 conversations per day
• The day with the most conversations was the day of the Oscars, 3/7/2010, with 101,256 conversations.
(19.97% of all conversations.)

5. Results – Number of Mentions 2/1/2010 – 3/7/2010
• The advertiser with the most mentions over the entire period was Summit Entertainment (11,280 mentions – 16.87%)
• Microsoft was second with 10,153 mentions (15.19%).
• The top 5 advertisers accounted for 64% of all mentions.

6. Results – Social Engagement Index 2/1/2010 – 3/7/2010
• The SEI measures reach of one advertiser compared to all others. The larger the number the further the reach of the
advertiser relative to all others. The average SEI is 100
• Apple has the highest reach with an SEI of 407.

7. Results – SSEI 2/1/2010 – 3/7/2010
• The Sentiment-Weighted Social Engagement Index adjusts for the sentiment of each conversation. The larger the
number the further the positive reach of the advertiser relative to all others. The average SSEI is 100.
• Apple has the highest reach with an SEI of 407. McDonald’s had the lowest value of -11, indicating the negative reach
of McDonald’s conversations was further than the positive reach.

8. Results – Overall Sentiment
• Alterian SM2 measures the overall tone and sentiment of each conversation. The tone is rated as
being either negative, positive or neutral for each advertiser.
• For all advertisers, 16.12% of all conversations were positive and 5.35% were negative.

9. Social Engagement Index Explained
• Alterian has developed a ‘Social Engagement Index’ which measures both the volume
and potential reach of conversations about a advertiser.
• The Index uses SM2’s popularity measure to indicate the ‘reach’ or ‘influence’ potential of
each conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a higher popularity of the
individual making the comment.
– As an example, for a Twitter post, in order to score a ‘10’ an individual would have to have more than 5,000
followers.
• The index is calculated by summing the popularity score for each conversation for each
advertiser.
• The final value is then calculated by indexing the popularity score against the average
popularity of all advertisers.
• A score of 100 would indicate the ‘Average Advertiser.’

10. Sentiment-Weighted Social Engagement Index Explained
• Additional to the Social Engagement Index, Alterian also provides a sentiment-weighted index.
• The Sentiment-Weighted Social Engagement Index (SSEI) takes into account three measures for each
brand to determine the ‘sentiment reach.’
• The three measures are the total number of conversations, the popularity of the conversations, and the
sentiment of the conversations.
– Each conversation is rated between 0 and 10 for popularity, higher values indicate a further reach of the individual
making the comment.
– Each conversation is rated for tone as being either positive, negative or neutral.
• For calculating the index, a positive comment is assigned a value of +1, a negative comment is
assigned a value of -1 and a neutral conversation is assigned a zero.
• The index is created by multiplying the sentiment value by the popularity score for each conversation
and then summing those values for each advertiser.
• The final value is then calculated by indexing the sentiment score against the average sentiment score
of all advertisers.
• A score of 100 would indicate the “Average Advertiser.’

11. Contact Alterian
Email: SM2-Sales@alterian.com
Web: www.AlterianSM2.com
Tel: 1-888-666-5002

12. Social Media Resources
Social Media ROI Whitepaper Series
The Little Book of Social Media Marketing
Try SM2 Freemium Version
The Coach’s Corner
Social Media Monitoring Case Studies