By now you’ve seen “The Man Your Man Could Smell Like” TV ad campaign, featuring Isaiah Mustafa, that pulled the Old Spice brand back from the brink of irrelevance and effectively restoring it to the #1 spot in market share.
The campaign launched in February during Superbowl XLIV and by the time Procter & Gamble’s Global Marketing Officer Marc Pritchard described its success at the ANA Conference in October, Old Spice had generated 1.8 billion PR impressions (globally) and an incredible explosion of online engagement with a 2,700% increase in Twitter followers, 800% increase in Facebook fans, 300% increase in website traffic, and over 140 million YouTube views (collectively). All this translated into double digit sales.
We have been anticipating the release of Twitter Analytics since the company acquired Smallthought Systems (makers of Dabble DB and Trendly) back in June. Now it appears that Twitter has started inviting a select group of users to test their new Twitter Analytics dashboard.
It is unclear exactly when the rest of us will have access but Evan Williams and gang have hinted at sometime this year. I use a combination of tools such as TweetDeck, SocialOomph, TweetGrader, TweetStats, and Klout, to manage and measure my clients’ Twitter accounts so it will be interesting to see how these tools fair against the source.
Along with Promoted Tweets, this was the logical next step and may prove to be a real money maker for Twitter.
Yahoo! Clues allows you to enter one or two keywords and graphically compare search behavior by a variety of aggregated data such as gender, age, location, income level, search flow, and related searches. Yahoo! updates this data approximately every hour.
Watch the quick tour video by Brian Theodore, Director of Search Products at Yahoo!