I was sitting slouched when this ad first came on and the people around me immediately started laughing at the jingle/strap-line. Its at that point that you know a campaign is going to have some talk-ability.

I often sigh when I’m asked to “go and check if people are talking about our TV ads”, because nine times out ten nobody cares, but when a creative is truly spot on and culturally relevant it does create conversations.

Google Realtime instantly provides a nice snapshot of updates related to specific campaigns:

I did the same searches for campaigns that are being picked up by the Visible Measures AdAge chart and I started to track updates about the Old Spice and Gillette campaigns also. One could argue could that most of these updates do come from people that work within the media bubble, but with some extensive research and filtering we can start to group and categorise tracked updates.

The context of the updates, and the profiles of the people that they come from, can help us to identify the types of people that are being engaged by advertising and time patterns in response. Its all very interesting stuff and I plan to do more work to investigate the relationships and patterns between advertising campaigns and social media.

Communicatons are becoming more integrated and we’re starting to see lots of great work—which isn’t dogmatically trying to wear a social media label. As this trend grows we can start to confidently include talk-ability metrics into more than just PR and pure-play social media campaigns, and if you look closely it’s the integrated campaigns that seem to create the most talk-ability. Just saying.

Is blip.fm slowly losing the battle?

I also started researching DJ Shadow, apparently he’s quite big in Poland — I had no idea!

Poszanowanie!

Twist:

Twitter Spectrum:

TwitStat:

Sorry about the doom and gloom but each of tools provide interesting findings and different ways to analyse the “twitosphere” (sorry I had to get that one in).

Here comes another buzz word “Halo effect”, it is clear in the tables above that over the last few months tweets have increased as result of heightened media coverage (and banks collapsing).

The main point to take away from my experiment is that these tools should be used as part of social media measurement tool kits, overlaying trend lines from other tools and charts could help to paint more complete and comprehensive picture of social media activity as a whole.

- Firstly it allows you to compare traffic by competitor

- Secondly it allows you spot the performance of your competitors through known seasonality curves

- It is also an effective way to measure share of voice within Google across competitors, who gets the most searches at the end of the conversion funnel?

- Great tool to aid the planning of your PPC budget or content planning for NSO

I’m sure this little add-on will inspire all types of associative theories and methods to interpret the information provided.

At this stage my guess is that Google Trends for websites will not be able to provide trends for less prominent websites in the same way the original Google Trends cannot provide curves for niche keywords.

Hopefully this will change over time, providing people in the search business and marketing with more detailed information to aid planning.