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John Squire is IBM’s director of Digital Marketing and Analytics.
Updated Post
AN UPSET IN THE MAKING
3 February 2012, 11:30 AM Eastern
Just like on the field, Eli Manning is riding a late surge to overtake Tom Brady in the IBM and USC analysis of Super Bowl XLVI social media sentiment. Overnight results of Super Bowl Twitter buzz drove Giants quarterback Eli Manning’s ‘T score’ for positive sentiment ahead of Tom Brady. Manning now leads with 66% vs. Brady’s 61%, which represents an 8-point shift compared to the previous day. In another interesting development positive sentiment for Giants head coach jumped dramatically with his score rating increasing to 76% positive. That places Coach Coughlin above all of the players and coaches on both teams.
This day-to-day shift in Super Bowl fan sentiment illustrates the speed at which consumer sentiments can shift online — a factor that businesses are watching closely due to the potential impact on their brand equity and sales.
By applying analytics in social media settings we can identify nuances – positive, negative, irony, snarky vs. sincerity, in real-time. That’s enough time to help an organization, or in this case professional athletes, adjust their comments and actions to dramatically (and positively) impact their brands.
Original Post
SUPER BOWL ANALYSIS TAKES US BEYOND THE TWEETS
2 February 2012
One of the most dramatic NFL games ever played was Super Bowl XLII pitting the undefeated (18–0) New England Patriots led by record-setting quarterback Tom Brady against the surprising NY Giants with young, unproven Eli Manning at the helm. A thrilling, some say shocking victory for the Giants ended the Patriots bid to be the only 19–0 undefeated champion in league history. And now Super Bowl XLVI – The Rematch — anticipated to be the most watched American television show in history, promises to take social media to a whole new level.
As my colleague, and former NFL player Kevin Nosbusch posted on Wednesday, IBM and the University of Southern California Annenberg Innovation Lab are conducting the first sentiment analysis of the two Super Bowl quarterbacks to illustrate how new analytics technologies make it possible to quickly assess the positive, negative and neutral sentiments shared by fans.
Why is this sentiment analysis important to IBM? In addition to being a longtime partner of the NFL, IBM recognizes that its clients, just like football players, are closely connected to their brand presence.
Using advances in analytics companies, academics, journalists can gain new insights into consumer perceptions via social media on endless topics from football and baseball to movies and retailing. Technologies can even distinguish irony and figure out which tweets are just background noise and those that are truly important.
Branding Upset on the Digital Playing Field
The Super Bowl analysis shows us that today the two quarterbacks, Tom Brady and Eli Manning are in statistical dead heat: Brady earning 65% positive sentiment and Eli Manning earning 62% positive sentiment. That actually represents a big branding upset on the digital playing field. Most sports and marketing followers would assume that Brady should be far ahead given his lofty status as an elite QB for many years and three championship rings.
Other noteworthy findings show that wide receivers have upstaged the quarterbacks, who are being positioned in the news media as the chief protagonists — Wes Welker is #1 in positive sentiment and Victor Cruz is a close 2nd. Interestingly Brady leads by 3% points, exactly the point spread Las Vegas oddsmakers have favored the Patriots.
So while it looks like Tom Brady is going into the game as the Social MVP, now is not the time to get cocky. Eli Manning is holding his own against the more experienced Brady in terms of positive sentiment.
The IBM USC analysis illustrates the potential insight and benefits that social media analytics can deliver to a brand — whether you’re an professional football player or a global enterprise. Businesses that ignore the impact of social media will be stuck on the sidelines.
Learn more about IBM and USC AIL social media analysis projects.
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By Martin Kelly
Partner, IBM Venture Capital Group
Editor’s note: Startup entrepreneurs, venture capitalists and business leaders will gather in San Francisco for the IBM SmartCamp competition world finals next week (Jan. 31, Feb. 1 and 2.) To follow the event virtually, return to A Smarter Planet for liveblogging, view livestreaming video and follow the Twitter hashtags #IBM SmartCamp and #startups.
How do you create something from nothing? It seems like magic to take an idea and turn it into a growing enterprise. Yet this is what entrepreneurs do every day. And that’s also what we did when we created IBM SmartCamp. Continue Reading »
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Chris Luongo in
As Connect 2012 participants meet this week to explore the transformative possibilities of a social business, social computing and collaboration are flowing like electricity among IBMers around the globe.
Click on the image for a larger view:
Click on the image below for the full series:
The IBM Curiosity Shop on Flickr
The IBM Curiosity Shop on YouTube
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Steve Hamm in
By now, just about any city with a progressive outlook has conducted an open data apps contest–inviting hackers to create applications that make life better there. But Dublin, Ireland, is putting other places to shame. Next year, its HACK THE CITY exhibition and festival will present a slew of events, workshops, installations, and mass-participation experiments aimed at exploring ways to make cities work better. “We want to leave an imprint that inspires people to think differently about how we could an should live in cities,” says Teresa Dillon, curator for the festival at Science Gallery, an initiative of Trinity College Dublin.
The Galley has been gathering applications from software hackers, artists, community activists, engineers and urban planners who want to participate by producing installations, performances, workshops, apps, etc. The call for proposals closes January 20, but Dillon says it’s not too late to get started on a proposal and urges people with innovative ideas to bring them forward. Find out more here.
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Steve Hamm in
For decades, scientists, engineers and designers have been attaching all manner of digital devices to human beings. Their quest is called wearable computing. Today, the smartphone makes computers essentially wearable and soon-to-be ubiquitous, but there are still plenty of uses for specialized wearable devices, especially in the healthcare field, and there’s one class of device that seems to be on its way to mass acceptance: the fitness monitor. It’s a handy tool for millions of people who made New Year’s resolutions to lose weight.
One of the pioneers in the field, BodyMedia Inc. in Pittsburgh, has just introduced an update of its BodyMedia FIT system that not only tracks physical activity but also provides personalized feedback. The system includes software from IBM that is most often used by businesses–but in this case helps individuals improve their well being. “This is a big step for us,” says Ivo Stivoric, the chief technology officer at BodyMedia and one of its founders. “This helps consumers connect the dots. They don’t just see the data. They get recommendations on what they can do to get back on track.”
The system demonstrates the potential for a combination of sensor technology, analytics software and easy-to-use interfaces to unlock the mysteries of the human body and produce insights that people can immediately put to use to make themselves healthier and happier.
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Steve Hamm in
We have tallied your “Likes” and the results are in. The popular favorite among the IBM 5 in 5 predictions of technologies that will change the way we live and work over the next five years is Mind reading is no longer science fiction. There are some lively comments on that one, too.
It’s not too late to weigh in with your opinion, however. Watch the videos and “Like” away!
People power will come to life
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
You will never need a password again
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
Mind reading is no longer science fiction
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
The digital divide will cease to exist
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
Junk mail will become priority mail
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
People power will come to life
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
You will never need a password again
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
Mind reading is no longer science fiction
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
The digital divide will cease to exist
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
Junk mail will become priority mail
Click here to view the video and vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below the video.
Vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below.
Read an in-depth blog post from IBM Research about the technology underlying the prediction.
Join the Twitter conversation at #IBM5in5
Vote for this as the coolest IBM 5 in 5 prediction by clicking the “Like” button below.
Read and in-depth blog post from IBM Research about the technology underlying the prediction.
Join in the Twitter conversation at #IBM5in5
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Lia P Davis in
Guest post by Jonathan Taplin, Professor at the University of Southern California and the Director of the school’s Annenberg Innovation Lab.
What a thriller! After 11 innings last night, the St. Louis Cardinals forced a winner-takes-all Game 7 with tonight sure to be a great finale to close out this October classic.
The historic Game 6 also forced the Twitterverse to crown two new tweet and sentiment leaders in IBM and USC Annenberg’s latest analysis from the USC Social Sentiment Index. Due to their late inning heroics, the Texas Rangers’ Josh Hamilton netted the highest volume of tweets and an 88% positive sentiment while the biggest hero of the night, St. Louis Cardinals’ David Freese led his team in tweets and an 86% positive sentiment. Extra innings afforded diehard fans the opportunity to share their sentiment and push these two players over the top.
So what does Game 6’s analysis tell us? Social media fans are highly vocal, generating the largest volume of tweets during the final moments of the game. These real-time fan insights could have tremendous impact on how and when marketers engage these fans.
Get ready for an awesome Game 7 and a final World Series analysis where we’ll not only crown the Social Media MVP of the series but take a closer look all the cool trends we found with fans’ sentiment toward both teams’ managers, highest spike in a player’s tweets and much more. Stay tuned!
- Learn about how IBM and USC AIL are conducting the social media analysis project.
- Read more about “Behind the Diamond: Understanding MLB Fan Sentiment.”
- Read more about social media analysis from Games 3 & 4.
- Read about social media analysis from Games 1 and 2.
- Check out images from the World Series Social Sentiment Index
