All posts by susan

Hilton Grabs the Silver, McDonalds Medals on Olympic Brand Scorecard

It’s Day 2 of our social brand analysis of Olympic sponsors and things are shaking up already!

Chobani took home the first Gold yesterday and they’re staying strong. The Chobani Champions campaign  continues to have the greatest social mentions across the web as we head into Opening Ceremonies. Maybe this had something to do with their 40% rise in social mentions yesterday?

Hilton takes the Silver today, breaking into the top 5 with a 13% increase in mentions. And where Chobani stayed flat, they saw an 8% increase in media write-ups and 150+ new followers. Looks like folks do Support the Dream! McDonald’s jumps up on the podium today, too, winning today’s Bronze medal for social mentions.

Rounding out the top 5, Samsung and Visa aren’t to be overlooked. Samsung is coming in hot capturing more than 6,000 new Twitter followers yesterday. And, the public is still showing Visa a lot of love as they hold on to their place in the top 5. See here for more detail on how and what we’re tracking.

Don’t miss daily updates on top trending articles/content in the US, UK and around the world or write-ups of the most interesting social insights we find during the Games. All available daily on the Scorecard. Follow us on Twitter as we live tweet and share activity during the Games, too.

Brand Scorecard on site 7.26

US Women’s Soccer Buzzing with Abby/Alex, on Schedules, and in South Dakota

Before the Games, women’s soccer fired up the US social networks.  Since 9 of the 11 starters for the US team have Twitter accounts, we shouldn’t be surprised.

Looking at the tag cloud for yesterday’s first rounds, we see that as the bracket gets started, US social users are most interested in how to see it: the schedule, the bracket, and live streaming.  Of course, there is also the critical reference to hotties.

Then, with a 4-2 victory, it’s interesting to look at the two forwards of the team – Abby Wambach and Alex Morgan.  Before the game started Alex Morgan was the dominant term being mentioned, but when Abby Wambach scored the first goal for the US at minute 19, mentions of her fired up sharers.

And looking at geography, South Dakota and Wyoming are particularly excited for the women’s soccer to get started.

Check back here on the blog for daily Olympics updates and wrap-ups. We’ll also be live tweeting interesting stats during some of the most popular events so be sure to follow us on Twitter.

Brands getting social, Chobani gets the first Olympics brand Gold

There are many ways to measure a brand’s social impact during the Olympics, and all of them show a different story.  A new follower or fan from a user is valuable, but the easiest (and therefore most prolific) way for a user to engage with brand content is to quickly share or search on one of the more than 300 social services on the web.

Here at AddThis, we are focused on all types of sharing because when you look at shares from more than 1.3 billion people, you get a representative view of what people care about.

In order to get this wide view of social activity, AddThis is tracking the 10 sponsors of the US Olympic team on our daily Scorecard to show who is winning the race for social engagement on the open web.  We are assigning brand medal winners by a clear metric – the percent increase of mentions (shares and searches) across the 14 million sites that use the AddThis social network.  AddThis is focused on mentions because we see more than 250 million users in the US and we touch the average user 140 times.  Great scale gives the clearest view of US (and global) sentiment.

The first winner of the brand gold medal in the run-up to the Games is Chobani, which had its first TV campaigns in the US only 16 months ago.  Chobani launched their Chobani Champions product focused on kids this summer with Jenny Finch, an Olympic softball player, and a theme of “Win the day.”  Chobani not only leads with mentions but also with write-ups, showing that there is new interest in the brand coming up to the Olympics.

Although the medal is on mentions, the AddThis brand scorecard measures 3 levels of social interaction to look at the full funnel of consumer engagement:

  • Mentions – Users sharing and searching on brand content.  The ultimate measure of user engagement across the web, “mentions” is the % increase of all the shares and searches that include the name of the brand across the 300+ social services on the open web – from Pinterest and Facebook to Odnoklassniki in Russia.
  • Writeups – Content creators writing on a given brand.  “Writeups” is the % increase of the number of domains that have written a piece of content on a given brand.  Writeups is a good measure of the success of buzz and the outreach that brands have done to press and bloggers in advance of the Games, resulting in being mentioned in more articles (for sponsoring athletes for example).
  • Followers – Users becoming brand advocates.  “Followers” is the number of new Twitter followers, a publicly available measure of how successful a campaign has been in creating advocates.

Check back here on the blog for daily Olympics updates and wrap-ups. We’ll also be live tweeting interesting stats during some of the most popular events so be sure to follow us on Twitter.

What Not to Wear: Olympic Edition

You didn’t think the Olympics were just about athletics, did you? Called the “Global Runway for Designers” by The Washington Post, Olympic fashion has been a hot topic leading into the opening ceremonies. From Australia’s inspired, gold-lined jackets to Spain’s unenthusiastic reaction to their new design, there’s no shortage of style commentary.

Naturally, we turned to our network to see what US Olympic Uniforms were inspiring on our network in terms of social interest here at home. This is what we found looking at social shares, mentions, searches and clicks.

In the U.S., we were hoping for more of a focus on ‘berets,’ but people are clearly more interested in the controversy related to where uniforms are made. Top content reveals research into who is paying for uniforms, how much they cost and where they’re made.

Still, it’s not all business. There has been activity around looking for photos and, well, calling the uniforms ugly. We can all see for ourselves during Opening Ceremony this Friday.

Check back once the Games have begun for our regular updates and hot trending topics.

Word of Whitney Houston’s Death Spreads ‘Round the World

The world was shocked when news of musical superstar Whitney Houston’s death at 48 broke last night.  Online activity spiked as people looked for details  of what was first announced on Twitter and later verified by mainstream media. Interest in the singer who had 11 number one hits in the 80s and 90s spiked at nearly 1M% over normal activity.

The loss was felt worldwide. Interest in the US star was greatest in North America, and folks in Australia, the UK and Brazil were actively interested, as well.

In fact, most frequent searches related to the incident were in English, French, German and Italian. This word cloud shows the most frequently searches just after the incident.

Tragic though her death may be at such a young age, it’s clear the woman behind “I Want to Dance with Somebody” and “I Will Always Love You” affected hearts (and ears) internationally.

Follow us tonight as we live Tweet online activity and sharing during the Grammys.

Welcome Aboard, XGraph!

We’re excited to announce that Clearspring has acquired XGraph!

XGraph is the leading data science company focused on modeling web-wide connections between people.  Clearspring’s scalable data processing and massive reach via AddThis coupled with XGraph’s technology create the largest multi-graph platform on the open web—mapping 1.2 billion user’s connections by brand affiliation, intent and social behavior.

The social graph, the data structure that maps the connections we have with our friends, has taken the web by storm.  This has proven to be a powerful platform, but this single graph only represents one dimension of how we are connected to one another.   XGraph not only models these social connections, but also multiple other types of connections such as how we are related by brand affiliations, intent and more.  This is the multi-graph.

With our new multi-graph platform, Clearspring has a truly differentiated capability to deliver powerful results to our publishers and advertisers. For publishers, we will use this graph platform to enable deeper audience insight, monetization and actionable data products in the near future.  And, that’s just the beginning.

Thank you, as always, to our customers, partners and investors for making this possible. Welcome XGraph into the Clearspring family!

It’s a Hat Trick! Clearspring #66 Most Valuable Start-up on the Web

(Originally posted on the Clearspring blog)

They say things come in three’s! Today, we’re proud to be named to Business Insider’s Digital 100, placing us among the world’s top 100 startups on the web. In great company, we proudly join the ranks of some our sister companies like GroupOn, LivingSocial, MediaBank and BuddyMedia. Having recently been listed in the AlwaysOn Global 250 and Inc500, this rounds out a hat trick we couldn’t be happier to complete. We’re so appreciative of the amazing growth we’ve experienced. It’s icing on the cake to have it acknowledged! A huge thank you to all of our publishers and advertisers for helping us get here. As always, we’re humbled to be at your service. Here’s to you – It’s back to work for us!

Clearspring Named to 2011 Inc. 500

Inc. 500 named Clearspring – the company behind AddThis –  among its fastest growing private companies in the US for 2011! At #287 of the 2011 Inc 500 and #38 in the advertising and marketing industry, we join an impressive list of companies ranked according to percentage revenue growth from 2007 – 2010.

Top corporations like Microsoft, Zappos, Intuit, Jamba Juice, American Apparel and other major powerhouses gained early exposure as members of the Inc. 500. On the heels of our recent AlwaysOn award, we are humbled to be included.

We send our sincerest thanks to our publisher and advertiser partners. Nothing but great things to look forward to together!