The Twitter / NFL partnership is breaking new ground in modern media. Big players like Amazon are trying to figure out the “second screen TV” effect but Twitter, with its unparalleled scale, will surely lead the way.
Brands are asking us at Mattr how to respond. How do they know how, where, and even if, to buy media designed for Twitter? How will they measure it?
The ROI Question Brands Should be Asking
Good: Twitter Overlap: “How many people who follow my twitter Brand handle, also follow the publisher’s handle (@NFL, in this case)?” This is a very Nielsen-like metric that’s easy to understand.
Best: Benchmark Brands: “Do followers of @NFL follow my Brand at a higher ratio than other Brands?” Harder to explain than understand. As usual, pictures are worth a thousand pieces of gold.
Top Three Benchmark Brands for @NFL
(Segment: 25-34 Year old Males, Daring Personality)
Or, 5% of @NFL followers also follow @Footlocker. But less than 1% of all Twitter users follow @Footlocker. We call these “Benchmark Alerts” because the ratio spread is much bigger than other handles.
How Brands Ranked Overall for Daring Young Men
Of course, there’s plenty more to investigate. For example, what if you’d like to target a less-engaged segment?
How About Women who are Daring?
(Segment: Daring Women 18-24YO)
2. Victoria’s Secret
How to Measure Impact
The Mattr Brands App, currently available for Brands, but in private beta for the public, will show you how each of your leading and lagging segments responded to each individual post.
Feel free to contact us directly if you’d like more info or simply Request an Invite to the beta.
Design marketing campaigns your target audience will love. Using just your social feed, you can surface personalities, demographics, sentiment variance, and benchmarked interests – all without asking questions.