Groupable Names Most Influential BBQ Groups in Honor of Father’s Day

Let’s hear it for the dads. We got a lot of buzz from our Mother’s Day “moms group” study, so today we’re announcing our list of the most active and influential dad-related groups. This year’s list focuses on groups involved with one of the most traditional Father’s Day activities - the backyard barbecue. The Top 10 list ranks BBQ groups who are among the most engaged within their socio-demographic target and who have the greatest potential to influence buying decisions.

Based on our proprietary Groupability Index, influence ratings take into account Groupable’s sponsorship activity data as well as activity from a variety of social media data points including Twitter, Facebook, YouTube, Klout Score, blogs, and podcasts. The index rating is calculated based upon aggregate scores in the following categories: authenticity, engagement and relevance.

Barbecues and dads go hand-in-hand on Father’s Day. The barbecue is one of the oldest cooking methods known to man. It’s a primal, social and unifying experience, and it smells good, too. Dads who are part of these groups are passionate and influential about the art and enjoyment of this activity. These are the types of groups brands like to reach. Brands can use Groupable’s ratings as a filter to find groups that will be both responsive to marketing initiatives as well as influential in spreading the word of these brand experiences.

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Groupable Names Most Influential Moms Groups

Today we announced its list of the most active and influential moms groups. Our Top 100 list ranks moms groups who are among the most engaged within their socio-demographic target and who have the greatest potential to influence buying decisions.

Based on our proprietary Groupability Index, influence ratings take into account Groupable’s sponsorship activity data as well as activity from variety of social media data points including Twitter, Facebook, YouTube, Klout Score, blogs, and podcasts. The index rating is calculated based upon aggregate scores in the following categories: authenticity, engagement and relevance.

Moms GROUPS represent the most passionate part of a very influential consumer segment. This list shows that influence is more than just Twitter followers. Brands can use Groupable’s ratings as a filter to find groups that will be both responsive to marketing initiatives as well as influential in spreading the word of these brand experiences.

The following are Groupable’s Top 10 out of the 100 most socially influential moms groups*:

*Representative data points for the GI formula

We believe that a group’s collective influence and ability to spread a message can reach a much wider audience as compared to that of an individual. It’s about knowing which groups to engage with so as to maximize word-of-mouth equity. The Groupability Index provides marketers with a single reference point that captures a group’s ultimate influence potential.

For a complete list of the Top 100 Most Influential Moms, email us. For more Top 5 Influential group lists, go to http://influence.groupable.com/leaderboard

Analysis of Group Twitter Usage

We recently conducted a survey to find out how groups were using Twitter. Did regular groups find it an indispensable tool? Or a meaningless distraction? The answer, not surprisingly, is “it depends.”

We started by asking groups to rate how useful they found Twitter for performing the most common group functions. They rated actions on a five point scale, with five being “most useful” and 1 being the “least useful.”

Groups gave Twitter high marks for its ability to network with other groups, but low marks as a tool for communicating within its own group. In essence, it’s more valuable for external communication than internal communication.

This is partially explained by the results to our question, “What percentage of your group actively uses Twitter.” On average, 14.8% of the membership of any given group use Twitter. With such a small percentage of rank and file group members on Twitter, it’s little surprise that Twitter is not yet often used for group organizing.

Usage Statistics

The popularity of Twitter services like CoTweet and HootSuite, which help many users maintain a single Twitter account, demonstrates that a single Twitter handle often has many drivers. We wanted to see how many sets of keys exist.

The majority of group twitter handles, 58%, are maintained by more than a single person. The average number of users lurking behind a single handle is 7.8, with a median of 3. About one in ten Twitter handles have an ownership in the double, or sometimes triple, digits.

Furthermore, these people are paying attention. The typical group member checked their group’s Twitter account 2.5 times a week, or about every other day.

Essentially, for every group you interact with on Twitter, you should assume the immediate audience is three to eight times higher. If your social media interaction is strong enough to trickle down to the 85.2% of the group who don’t use Twitter, your message will be amplified an additional sevenfold.

Groups are the gateway to building effective offline word-of-mouth. Contact Groupable today for best practices in targeted group engagement.

Mixing Social Media Tools for Group Sponsorship

With all the social media tools available today, which is the best one to use? Well, based upon our own experience, the answer is undoubtedly all of them.

Social media is not just about one channel of communications; it’s about networking as many of them together as possible - new and traditional -  to get the most attention, reach, notice and bang.

For example, at a recent sponsorship event we participated in with Mashable and NYU’s Ultra Violet Light, we worked with traditional and social elements to combine a communications blitz that in the end got people buzzing.

The event involved an exclusive entertainment venue with nearly 1,000 attendees who were presented with a printed postcard at the door announcing the sponsor names and a call to action: tell us you’re here and join in the conversation.

First, people were asked to check-in to a specific Foursquare address that we established. The Foursquare site then had a distinct “to do”, which was to make contact with the sponsor on site and get stuff. We also provided a specific Facebook page to post pix and comments. This all tied in nicely with the Twitter hash tags we established for people to say, “hey”, and talk in real-time about the live event going on.

In addition, we asked the emcee of the event to encourage the audience to tweet about the different acts which enabled those who could not get tickets to “listen in”.  There were people from overseas eavesdropping and commenting on the event at hand - really viral.

In the end, we were able to intertwine and manage social and traditional tools to capture the conversation and establish metrics on the reach, interest and actual influencers.

In this event’s case, the sponsor was not a well-known brand with the attending audience, but by night’s end social butterflies were thanking them by name and the sponsor was receiving a valuable ROI powered by Groupable.

Hippies - Use Back Door: Getting Word of Mouth to Work

March 3, 2010

Each night at the Al Hirschfeld theater, the audience attending the Broadway revival of Hair the audience is invited up on stage to dance the last song (Let the Sunshine In). You probably knew that. Here’s the REALLY cool part. The dance is filmed and posted online the same night. Audience members can tag themselves and share the video on Facebook or through other social media.

Become part of the performance instead of just an attendee.

Now, YOU’re the star - and when you’re a star, you tell lots of people. There are 7 performances each week. That’s a lot of buzz marketing, 1282 people x 7 =  8,274 potential influencers sending their friends to check it out.

Hippies Use Back Door

http://www.hairbroadway.com/eparty/1265155200