Analysis of July 1, 2011 – November 1, 2011

Kim Kardashian Wedding Social Intelligence Report

© 2011 Networked Insights

Earned Brand Value

Rank Brand InvestmentEarned

Brand ValueROI

1Vera

Wang$60,000 $120,000 +100%

2Perrier-

Jouet$500,000 $740,000 +48%

3People

Magazine$2,500,000 $1,115,000 -45%

Brands that sponsored Kim Kardashian’s luxury wedding

hoped to earn a return on their investment. As

expected, some performed better than others, with Vera

Wang posting the highest return. The brand doubled its

investment of $60,000 in wedding dresses to $120,000

in earned brand value from social media conversations.

Perrier-Jouet came in second, with a 48% return based

on social chatter. Due to a relatively low increase in

total conversations resulting from the wedding, People

Magazine did not surpass its original investment of

$2.5M.

The winner is….

Summary

© 2011 Networked Insights

Social Lift – Kim Kardashian’s Wedding

On Aug. 20, 2011, Kim Kardashian

and Kris Humphries tied the knot

On that day, Kim wore three

donated Vera Wang dresses that

were estimated at $20,000 apiece

The day after the wedding, Kim-

related conversation represented

93% of the total Vera Wang

conversation

This was a 200% increase in

conversation from the previous

week

Vera Wang earned approximately

$120,000 in Media Value after the

first week, which is twice the

value originally gifted

Vera Wang Conversation

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

Vera Wang Social Lift from Earned Media

Vera Wang Branded Conversation (without Kim)

*

* Conversation is measured in Impressions, which is the approximation of the

number of exposures a visitor had to a product/brand on blogs, forums and

other social networking sites

© 2011 Networked Insights

Social Lift – Kim Kardashian’s Wedding

People Magazine reportedly spent

$2.5M for exclusive photos of the

Kardashian wedding

The day after the nuptials,

Kardashian-inspired conversation

represented 59% of the total People

Magazine conversation

People Magazine experienced a minor

lift from Kim’s wedding, resulting in a

46% increase the week following the

event

The relatively low increase in

wedding chatter and high investment

led to a low Media Value return of

approximately $1,115,000 the week

immediately following

People Magazine Conversation

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

People Magazine Social Lift from Earned Media

*

* Conversation is measured in Impression, which is the approximation of the

number of exposures a visitor had to a product/brand on blogs, forums and

other social networking sites

© 2011 Networked Insights

Social Lift – Kim Kardashian’s Wedding

Guests at the Kardashian Wedding

celebrated with $500,000 worth of

Perrier-Jouet champagne

One day after the wedding,

Kardashian-related conversation

represented 90% of the total

Perrier-Jouet chatter

Kim contributed a 148% increase

to total champagne conversation

from the previous week

Perrier-Jouet earned

approximately $740,000 in Media

Value after the first week, which is

almost 1.5 times the value

originally sponsored

Perrier-Jouet Conversation

-

5,000

10,000

15,000

20,000

25,000

Perrier-Jouet Social Lift from Earned Media

Perrier-Jouet Branded Conversation (without Kim)

*

* Conversation is measured in Impressions, which is the approximation of the

number of exposures a visitor had to a product/brand on blogs, forums and

other social networking sites

Audience definitionsAudiences are defined by identifying sites that exhibit strong contextual relationships and/or are visited by users with

shared affinities. This set of sites consists of locations that most effectively capture the audience engaging around topics

within a specified domain. Defining an audience allows Networked Insights to reduce the noise prevalent in social media,

including spam and duplicate data, allowing for identification of true insights. Where Twitter data are selected based on

users' influence, Networked Insights uses Scores as a factor in defining audiences.

ImpressionsImpressions are a calculation of the number of social mentions of a product/brand that visitors to social networking sites,

forums, blogs and microblogs were exposed to. Impressions provide an estimation of how social media are consumed, are a

way to account for the vast majority of social media users who do not actually create posts, and enable us to look beyond

post counts to gain a better understanding of how much social reach a topic truly has. Impressions are a passive

measurement tool and do not necessarily demonstrate engagement. As with other basic metrics, it is important to layer

thematic insights upon impressions in order to understand what drives the conversation and what actions are required.

SentimentKeywords are used to describe brands and products. Each keyword is defined by Boolean-search strings tuned to accurately

capture volume of conversation. Ratings of positive, negative and neutral are assigned to a random sample of posts in order

to gauge the sentiment for a given keyword.

Topic discoveryA mathematical approach is used to understand what themes drive engagement. Advanced clustering technology extracts

the key sub-themes expressed in the content related to a keyword. A qualitative analysis is included to expose what is really

driving the engagement and how different sub-themes interconnect.

Methodology