Social Media Dayparts: A Super Bowl Snack for Marketers

Hour-by-hour analysis of social conversation helps snack brands optimize their marketing around the year’s biggest game-day.

Since the dawn of the first large-scale e-mail campaign, marketers have talked out both sides of their mouths about the right way to daypart in digital – or whether to try at all. “Send B2B e-mails in the morning when executives get to work! Send consumer e-mails overnight to be top of the inbox when they wake up! Don’t bother dayparting on Facebook; it isn’t worth the effort!” Turns out none of this is universally true.

Digital publishers have experimented with dayparting – some with much success because they have the benefit of timing the release of their content and getting instant conversion data. (Once a reader reads the content, the conversion is done.) However, when it comes to dayparting in social media, success is more difficult to determine. A campaign is often measured not by howmany people read a post but by how many share it, “favorite” it, or click through a link. With the Super Bowl approaching like a herd of Broncos, we explored opportunities for brands aiming to gain an edge by reviewing social dayparting activity from last year.

One group with a lot to gain from 114 million people basically spending a half-day eating on the couch is the snack category. Most snack brands make some play on the Super Bowl. Doritos is a mainstay TV advertiser, as is Snickers. But for those without the $5 million for a 30-second spot, the cheaper play is usually through digital. Can dayparting help them squeeze some extra mileage from their spend?

To answer that question, we took a close look  at all snack food conversation across Twitter – by hour – to see if any obvious trends appear in the four shopping days before the big game. You can read the full analysis here, but here are a few key points:

  • Hour-by-hour analysis of social conversation around the CPG/snack category showed when the audience was most likely to be talking about snack foods.
  • Breaking out the data by gender shows when women, specifically Moms loading up on family snacks for the big game, spiked.
  •  Our analysis details how Kellogg’s took full advantage of this data to win market share.

If you’d like to learn more, contact us for more information on how leading snack brands are using social analytics to amp up their marketing. Plus, look for more analysis Monday, February 8 when we’ll update our Super Bowl Advertisers Emotional Scorecard, analyzing the winners (and losers) in this year’s biggest ad game.