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IHOP Final Report 3/26/2013

IHOP Final Report 3/26/2013. CONTENTS. Overall, 3 Summary Overall Results. Blogs, 6 Numbers Breakdown Response Sentiment Highlights. Twitter, 16 Numbers Breakdown Highlights. Facebook, 19 Numbers Breakdown Highlights. Other Networks, 22 Numbers Breakdown Highlights. SUMMARY.

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IHOP Final Report 3/26/2013

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  1. IHOP Final Report 3/26/2013

  2. CONTENTS • Overall, 3 • Summary • Overall Results • Blogs, 6 • Numbers Breakdown • Response Sentiment • Highlights • Twitter, 16 • Numbers Breakdown • Highlights • Facebook, 19 • Numbers Breakdown • Highlights • Other Networks, 22 • Numbers Breakdown • Highlights

  3. SUMMARY • Outreach efforts for IHOP were extremely successful on all fronts as a result of blogger outreach, and we are very happy with the final results. This is by far one of the most active and engaging campaigns American Pop has ever had the pleasure of working on. Overall, we created a total of 11,929 posts across all channels, earning 26MM+ impressions and 8,967 engagements (Likes/Comments). • Throughout the campaign, we reached 804 unique individuals with messaging surrounding IHOP’s new Griddle Melts, resulting in 160 unique respondents. The majority of response sentiment was incredibly enthusiastic, with 74% of total respondents expressing interest in learning more (see page 7). • Twitter held the most placement (98%) as well as the most impressions (83%), primarily resulting from contest entries in the form of tweets. • Parents were most responsive to outreach, accounting for 53% of all blog coverage. Many bloggers within this target were eager to photo document mealtime with their families as well. • Gift cards proved to be successful in generating large amounts of engagement, with many giveaways prompting entrants to share about their favorite Griddle Melt. We also exceeded the number of participants we projected to reach for this campaign, which is indicative of the great incentives provided. • American Pop has built a rapport with participating bloggers across a variety of relevant targets, many of whom have expressed interest in working with us again as new initiatives roll out. This provides us with the opportunity to maximize online exposure for the brand by leveraging these relationships as new promotions are introduced. Photos: http://themamareport.com/cooking/breakfast-sandwiches-that-satisfy-ihop-griddle-melts-a-25-g-c-giveaway/

  4. OVERALL RESULTS > METRICS BREAKDOWN • Overall, American Pop efforts created 11,929 posts, 26.6MM+ impressions and 8,967 engagements (Comments/Likes) for this campaign. • BLOGS –This channel saw a total of 99 posts generating 3.3MM impressions; blog impressions are gathered by third-party metric sites Quantcast and Compete. Blogs also yielded the most engagement of any other channel with 8,851 engagements. • TWITTER – Twitter coverage accounted for the majority of placement and impressions with 11,703 posts generating 22.2MM impressions based on second-order followers. Most of this coverage appears in the form of gift card giveaway entries. • FACEBOOK – Facebook mentions primarily surfaced as reposts of blog placement received, resulting in 109 posts and 1MM impressions. Facebook impressions are calculated by number of friends or fans a page has. • OTHER NETWORKS - Among secondary social networks, Instagram generated the most activity with 13 posts, 7K impressions and 45 engagements. We also saw a few posts on Flickr, Pinterest, and Forums. Altogether, secondary networks saw 14K+ impressions by way of 18 posts. • Channel Analysis (by posts): Twitter accounts for the most overall placement with 98% of overall mentions. • Channel Analysis (by impressions): Twitter also generated the most overall impressions – 83%.

  5. OVERALL RESULTS > EFFORT BREAKDOWN To provide additional perspective on how American Pop coverage fits into the full online ecosystem surrounding the campaign, we sourced all Organic mentions as well. Posts labeled ‘Organic’ are not directly tied to American Pop outreach, but are often relevant to the overall campaign. Combining all efforts/mentions, we’ve sourced a total of 12,113 posts across all channels, generating 26.7MM+ impressions and 9,032 engagements altogether. Breaking down Organic mentions, there were 184 posts, 164K impressions and 65 engagements; these mentions make up 2% of overall placement and 0.6% of overall impressions. Below are some examples of Organic placement found for this campaign: https://twitter.com/SheWillNvaBMe/statuses/315168826138427392 https://www.facebook.com/permalink.php?story_fbid=263668660433843&id=100001263227781 https://twitter.com/mcricket/statuses/304380051934306304

  6. BLOGS > OVERALL Throughout the campaign, we reached a total of 804 unique individuals, garnering response from 160 – a response rate of 19.90%. This is higher than average as our in-house response rate typically hovers between 5-10%. Overall, outreach efforts generated a total of 99 blog posts, 3.3MM impressions, and 8,851 engagements. The Parent segment generated the most blog posts, with 52 total posts (or 53%).

  7. RESPONSE SENTIMENT 74% of responses were extremely positive. Below is a snapshot of the type of responses received: Positive Sweeties Sweeps (56K UVPM) writes: • I am definitely interested. iHOP is one of my favorite restaurants! • Thanks Mail Carrier (5K UVPM): • Yum! These Griddle Melts sound tasty and my family always loves IHOP, so we'd be happy to participate in a review (and giveaway, if possible) to help spread the word! • Girlichef (3K UVPM): • It's funny you should ask, because I've been eyeballing those sandwiches when I see the commercials, thinking how good they look!  I'd love to sample and put up a post featuring the sandwiches. • Three Different Directions (3K UVPM): • Thanks so much for contacting me - we'd be delighted to participate.  IHOP is one of our favorite places to go as I LOVE Pancakes (as you might notice on my blog LOL).  Of course the Griddle Melts are sure to be good as well! • Neutral • Love Veggies and Yoga (40K UVPM): • Thanks for reaching out and feel free to send a gift card, no strings attached. I do not promise blog posts or reviews for 'samples', gift cards, or for things sent to me due to the volume of what I receive. • The Bragging Mommy (3K UVPM): • What value will the IHOP gift card be for? • Decline • Saving with Shellie (20K UVPM): • Thanks for thinking of me but my editorial calendar is full this month. Please let me know if you have any additional opportunities in the future. • I Am That Lady (13K UVPM): • Thanks so much for reaching out to me - I unfortunately eat gluten free and so does most of my family (trust me...I would rather eat a griddle melt).....  So I will not be able to help out with this campaign.

  8. BLOG HIGHLIGHTS > MOST INFLUENTIAL The most influential blogs encompass the largest amount of unique visitors per month, or “UVPM,” based on Quantcast/Compete metrics. Our most influential blog posts for this campaign came from Starcasm, which featured a weekly round-up of hot links including a link to our giveaway on the blog Daily Stab (http://www.dailystab.com/two-thumbs-up-for-the-new-ihop-griddle-melt-breakfast-sandwiches/), generating 1MM+ impressions. Our second most influential came from a giveaway hosted by TheCelebriftyCafe.com, reaching a unique monthly audience of 403K readers. Influence: 1,156,001 http://starcasm.net/archives/201543 Influence: 403,020 http://thecelebritycafe.com/contests/25-ihop-gift-card

  9. BLOG HIGHLIGHTS > MOST ENGAGEMENT Gay NYC Dad generated the most comments for this campaign (587 comments in total), primarily in the form of contest entries for the gift card giveaway. Influence: 4,878 587 Comments http://www.gaynycdad.com/2013/02/giveaway-48.html

  10. BLOG HIGHLIGHTS > MOST ENGAGEMENT Influence: 8,000 A Nut in A Nutshell received the more ‘likes’ than any other blog for this campaign with 259 Likes and counting. http://www.anutinanutshell.com/2013/03/ihop-griddle-melts/

  11. BLOG HIGHLIGHTS > MOST ENTRIES Sweeps4Bloggers generated the most gift card contest entries for this campaign with 36,415 total entries. Another Deals blog, MiscFinds4U, generated the second highest amount of entries with 10,560. Influence: 9,639 Influence: 18,620 http://sweeps4bloggers.com/2013/02/ihop-gift-card/ http://www.miscfinds4u.com/blog/2013/02/24/ihop-griddle-melts-review/ MOST ENTRIES: 36,415

  12. BLOG HIGHLIGHTS Influence: 213,706 Influence: 213,425 http://icydk.com/2013/02/21/new-contest-ihop-introduces-new-hand-crafted-griddle-melts-50-gift-card-giveaway/ http://allieiswired.com/archives/2013/03/wired-contest-ihops-griddle-melts-giveaway/ Many of the higher-tier blogs reached for this campaign were geared toward the Entertainment/Lifestyle target, In Case You Didn’t Know and Allie is Wired being the second most influential behind Starcasm and TheCelebrityCafé, both boasting a unique readership of 213K+ per month.

  13. BLOG HIGHLIGHTS Celeb Dirty Laundry (175K) and I’m Not Obsessed (90K) were also among the participating high-tier Entertainment blogs for this campaign. Influence: 90,552 Influence: 175,026 http://imnotobsessed.com/2013/02/28/enter-to-win-25-ihop-gift-card-celebrating-new-hand-crafted-griddle-melts/ http://www.celebdirtylaundry.com/2013/ihop-introduces-3-new-delicious-griddle-melts-which-one-has-your-name-on-it-contest/

  14. BLOG HIGHLIGHTS IHOP’s new Griddle Melts were extremely popular among Parents and Deals bloggers. These two targets make up 86% of overall blog placement. Influence: 37,389 Influence: 45,533 http://www.cookiesandclogs.com/ihop-griddle-melts Many of our reviewers shared pictures of their IHOP dining experience to supplement their posts. http://www.couponingfor4.net/2013/02/25-ihop-gift-card-giveaway/

  15. BLOG HIGHLIGHTS The new Griddle Melts also piqued the interest of a few foodies, including those from Lick The Bowl Good (29K) and Girlichef (3K). Influence: 29,052 Influence: 3,535 http://www.girlichef.com/2013/02/GriddleMeltsfromIHOP.html http://lickthebowlgood.blogspot.com/2013/02/new-ihop-griddle-melts-and-giveaway.html

  16. TWITTER > OVERALL A total of 11,703 tweets have been created, generating 22MM+ impressions based on number of second-order followers, most of these tweets being giveaway entries. The rest are typically reposts of blog placement as well as tweets extending from the auto-share link provided within campaign messaging. The average amount of followers each user had was 3K, while the most influential tweet we sourced reached 88,076 followers (see highlight on next page). Some users tweeted more than once. Total tweets spawned from 1,358 unique users, reaching approximately 3,079,488 unique individuals by way of second-order followers. Photo: http://www.mommygaga.com/2013/03/ihops-griddle-melts-warm-tasty-breakfast-youll-love-giveaway.html

  17. TWITTER > MOST INFLUENTIAL Influence: 88,076 The tweets featured on this page were the most influential, as these users have the largest number of followers. The most influential tweet came from @DK_Coble, who retweeted our giveaway on Allie is Wired to 88K second-order followers. The second and third most influential tweets generated 86K and 65K impressions, respectively. http://twitter.com/DK_Coble/statuses/308097416039649280 Influence: 86,767 Influence: 65,712 https://twitter.com/makobiscribe/statuses/313810615921696769 http://twitter.com/StacieinAtlanta/statuses/307236510124617728

  18. ADDITIONAL TWITTER HIGHLIGHTS Influence: 48,129 Influence: 35,224 https://twitter.com/marriedcoupons/statuses/301773840093155328 https://twitter.com/loveandcents/statuses/309550777481969665 Influence: 5,418 Influence: 2,755 https://twitter.com/sweetheart4171/statuses/308250787136540673 https://twitter.com/alas3lads/status/306412262497865728

  19. FACEBOOK > OVERALL Many key influencers connect their blogs to their respective Facebook fan pages, resulting in coverage extending beyond the blogosphere. Auto-share links were also provided in messaging to encourage additional Facebook shares. As a result, there were 109 Facebook posts in total, generating 1MM+ impressions and 274 ‘Likes.’ Facebook also saw multiple posts from the same users, with 83 unique users reaching approximately 790K friends and/or fans. Photo: http://www.mormonmommyblogs.com/2013/02/ihop-griddlemelts-review.html

  20. FACEBOOK HIGHLIGHTS > MOST INFLUENTIAL https://www.facebook.com/permalink.php?story_fbid=10151294176421039&id=255830006038 The highlights pictured here represent the most influential Facebook posts, based on the number of friends or fans a page has. Passion for Savings (top) reached the most users with an influence of 141K fans. Fabulessly Frugal and She Saved also reached 99K and 59K fans, respectively. https://www.facebook.com/FabuLESSlyFrugal/posts/10151431796834627 https://www.facebook.com/permalink.php?story_fbid=10151525421277363&id=265850552362

  21. ADDITIONAL FACEBOOK HIGHLIGHTS Influence: 22,809 Influence: 7,893 https://www.facebook.com/photo.php?fbid=10151466793321624&set=a.418239331623.196296.86904371623&type=1 https://www.facebook.com/permalink.php?story_fbid=487129054683584&id=496040130251

  22. OTHER NETWORKS > OVERALL • INSTAGRAM – A total of 13 pictures were shared via the mobile smartphone app, generating 7K impressions and 45 engagements in the form of “hearts” and comments. • FLICKR – This photo-centric website saw 2 pictures yielding 102 impressions. • PINTEREST – A couple of photos were ‘pinned’ on this network, gaining 6K impressions. • FORUM – We hosted a giveaway on a Deals/Sweepstakes forum, accumulating 746 views and 67 responses. Photos: http://beingalison.com/the-new-griddle-melts-at-ihop-are-delicious-ihop-gc-giveaway

  23. INSTAGRAM HIGHLIGHTS Influence: 607 Several participating bloggers took to popular mobile photo sharing app Instagram to document their meal at IHOP in real-time. Influence: 228 http://instagram.com/p/WISHJounP7/ Influence: 187 http://instagram.com/p/WPUM7QQJ45/ http://instagram.com/p/WXPXdeHbMN/

  24. FORUMS/FLICKR HIGHLIGHTS Influence: 746 http://www.ourinstantwin.com/cgi-bin/forum/YaBB.pl?num=1361457792/0 Influence: 51 We hosted a giveaway on a forum for steepstakes fanatics, accumulating 746 views and 67 responses. Additionally, a couple photos surfaced on Flickr from food blogger Girlichef, reaching 51 contacts. http://www.flickr.com/photos/girlichef/8499874541/

  25. PINTEREST HIGHLIGHTS Influence: 5,861 Influence: 501 http://pinterest.com/pin/36239971973537924/ http://pinterest.com/pin/16958936068976594/ A couple of bloggers shared about IHOP’s tasty new Griddle Melts on Pinterest, a social media hotspot among women and parents.

  26. GIPSON BACHMAN Director, Digital Strategy gipson@americanpopdigital.com (818) 840-1033 PAUL GRAHAM Senior Account Executive paul@americanpopdigital.com (818) 840-1034 JONATHAN HALL Partner jonathan@americanpopdigital.com (818) 840-1031

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