1. Irish Media Agency 2011
8th April 2011
This week: The blog: Don’t Judge a Facebook by its Cover
The latest insights and analysis of search
twitter.com/MindshareIRL
m-insights.blogspot.com
A few words from Jane Nash
The latest TV and search information youtube.com/MindshareIRL
Don’t Judge a Facebook by its Cover
by Mark Kelly
I wanted to write a short piece about how Facebook affects our
identities. I’ll begin by saying that I’m by not an expert in this area
and that what follows are simply a few thoughts aimed at provoking
debate.
The first thing to say about human identity is that it is complex. There
are many different definitions of it, not all of which make sense. I
prefer the view that everyone only has one identity but that in
practice we switch between different facets of that identity depending
on the context that we’re in. So for example, a person can act
differently with their family, than they act at work or with their best friends, but all the time remain within one single
identity. To me this view respects the privacy and intimacy we have with those we’re closest to.
But, in an age of Social networks is this type of identity under threat? In an interview given last year, Mark Zuckerberg
said:
"The days of you having a different image for your work friends or co-workers and for the other people you know are
probably coming to an end pretty quickly.” He adds: “Having two
identities for yourself is an example of a lack of integrity".
Any discussion about identity and Facebook inevitably leads to the
from the blog
issue of privacy. Facebook is, I believe, a company that takes QR Codes: Ask a little, give a lot.
privacy seriously but statements like the above by Zuckerberg leave by Ciarán Norris
you wondering. Questioning people’s integrity for wanting to keep Read here
parts of their identity private seems to me a step too far.
Two Assets push Wonderbra’s ‘Hello Boys’
Could Zuckerberg’s conception of identity be a reductive one? And to the Top of the Post Pile
if so how does this impact our day to day lives? Is this reduction by Emma O’ Doherty
Read here
present in the design of Facebook?
Tune in - log on...
Read more here. By Conor White
Read here

2. INSIGHTS &
ANALYSIS Grand National Full Tilt Poker
GOOGLE
TRENDS
Search Trends
8TH APRIL 2011 Google Doodle has ensured that the
most random search of the week has once
again gone to the top rising search. This
week was the anniversary of the ice cream
sundae. It got us thinking though, about how
much influence Google Doodle has over
consumer behavior? Just imagine if Google
Wrestlemania Doodle was being used to advertise
brands...
The rest of the top searches seem to
have been entirely dominated by the ‘lads’
this week. Searches included Full Tilt Poker,
Rising Searches (last 7 days) Mindshare analyses the search volume
within Ireland to establish patterns and Wrestlemania, Rooney, Champions League,
trends of information people are Chelsea... Basically if it involves men
1st - 7th April ’11 searching for over certain time periods. wearing, kicking or sitting on leather,
chances are it was googled this week.
Notably rising in radio over the past 12
ice cream sundae Breakout 1500%
months was Radio Nova, Chris Moyles,
tilt Breakout Scott 1500% 1, BBC Scotland and Heart
Mills, BBC
FM. Radio Nova seems to be appealing not
wrestlemania 650% only to the 45+ group, but all ages. It’s
definitely worth keeping an eye on the rise
rooney 450% of online listening to non-Irish stations;
champions league 200% especially as the uptake of smart phones
has meant that people are downloading
fantasy football 200% radio apps and listening in to all oversees
and niche stations.
grand national 200%
premier league 200%
Rising searches are based on the increase in volume from a
wwe 130%
base volume seven days ago. When ‘Breakout’ is recorded,
chelsea 100% the base figure was too low to record them.
Rising News Searches (last 30 days) Rising Image Searches (last 30 days)
7th March - 7th April 2011 1st March - 30th March 2011
earthquake japan earthquake
cheltenham results elizabeth taylor
nuclear fearne cotton chris brown
cheltenham mother’s day
japan tsunami st patricks day
japan bbc news
shamrock
easter
japan nuclear tsunami

3. Jane Nash, Senior Account Manager Rising in Radio over the
1. What is your role in Mindshare? last 12 Months
Senior Account Manager in the planning department.
1 radio nova +850%
I plan and implement campaigns for a variety of
clients through working closely with all members of 2 chris moyles +500%
our buying teams to develop strong media strategies
and ensure we're effectively reaching brand goals. 3 scott mills +450%
2. What , in your opinion, is your favourite thing 4 radio one +190%
about Mindshare?
The people of Mindshare and the great work we 5 bbc scotland +150%
produce. Everyone gets on so well and we all work
very closely together across all the planning and 6 radio 1 +130%
buying teams. There is such a strong skill set across all
areas in the company that when we combine our skills of buying and planning, we
7 heart fm +120%
really deliver strong quality work for our clients that we are proud of. This was seen in
8 radio 1 live +100%
the recent , media awards where we won Best use of Media for Bord Gáis, the Grand
Prix award for Bord Gáis and Best Media Agency which is testament to all the people 9 bbc radio 1 +70%
in the company and it's great to be working for such a strong company.
10 radio1 +70%
3. What is your favourite recent campaign?
I really enjoyed the Hunky Dorys Rugby campaign last year with the girls in various
provocative rugby poses. I thought the creative was really impactful and created Top Rising Searches Worldwide since 2004
strong talkabilty. The campaign had such longevity as the publicity it delivered across
1. facebook login 6. wiki
a range of different media was huge, long after the campaign was finished.
2. facebook 7. hotmail
3. face 8. juegos
4. youtube 9. you tube
eastenders 5. mail 10. google
family guy
+40%
+60%
Rising Entertainment
tilt
Breakout last 7 days vs. previous 7 days
sky sports chalie sheen
+50% +80%
nate dogg
Breakout
april fools
+160%
bbc football
+50%
big brother
+200%
The Google Trends report is published weekly by Mindshare Dublin based on search volumes according
to Google Insights. The data is owned and curated by Google, but available for public access.
For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

4. TV News Top TV Advertisers 21st - 27th March
1,608
The US Masters is live on Sky from the 7th April on Sky 965
Sports1
621 589 531 507 462 455 419 391
There will be live Racing coverage from Aintree in the i
G ve
r y er la d m A Vh al
P& ile Sk kis Co lan co RS re
Grand National racing from 2.45 on Saturday the 8th Un e nc ca Ire Eir L’O
tt B Co tle
c ki N es
April, RTE2. Re
Top 10 Brands 21st - 27th March
352
Highlights of Leinster V Leicester in the Heineken Cup is
320 309
259
on Saturday 8th April on RTE2 at 9.30.
229 229 228 225 223 222
RTE1 presents a brand new design show called
y i s s n
RS
A C Sk la Vh su er lan
d ire ke
Roomers, starting on Sunday 10th April on RTE1 at UP Co n lm ca ine
ca Ce Bu re Tro
Co O ilt eI He
eight thirty. CS Fa
Top Rated Programmes
HW + CH (Multichannel TVRs) Adults 15-34 (Multichannel TVRs)
Desperate Housewives 20.1 Desperate Housewives 12.2
Coronation St 19.8 Euro 2012 10.9
Fair City 19.6 Coronation Street 20 10.0
Late Late Show 19.0 Eastenders 9.1
Weather 17.5 From here to maternity 8.6
From Here to Maternity 16.8 RTE News at 9 8.6
RTE News 9 16.6 The Late Late Show 8.6
Greys Anatomy 16.5 Fair City 8.5
Eastenders 14.9 Grey’s Anatomy 8.3
Dragon’s Den 14.8 The Late Late 2 7.9
Sponsorship Availability
The US Masters starts on Thursday 7th April on SkySports1. TV3 Media Sales are currently seeking a sponsor for Friday
They have one package left for €10K. Late With Vincent Brown.
US Masters From Here to Maternity
The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data.
For more information contact Jill Robinson (jill.robinson@mindshareworld.com) or +353 1 415 0300