The document analyzes social media data from 2009-2010 regarding conversations around Black Friday and Cyber Monday deals. It finds that conversations peaked significantly on these days and were focused on discussing retailers' deals. In 2010, conversations started earlier as deals were leaked. Walmart, Target, and Best Buy received the most mentions among retailers. Microblogs like Twitter saw the biggest increase in driving conversations compared to other years.

1. A Great DEAL of Expectations The Buzz around Black Friday & Cyber Monday Deals on Social Media Presented By: Jim Reynolds Strategic Account Manager – SM2 @jimmyrey

2. Search Setup In Alterian SM2 Companies: Walmart, Kmart, Sears, JC Penney, Kohls, Macys, Best Buy, Toys R Us and Target Topic Focus: Black Friday & Cyber Monday Date Range(s): 11/1/2009 – 12/3/2009 & 11/1/2010 – 11/19/2010 (We will be collecting data through December 3rd and publish an update shortly after) Locations / Languages: All Countries & Languages

4. Volume of conversation picks up dramatically Thanksgiving week and peaks on Black Friday

6. Early data conclusion is that more people are talking about both Black Friday and Cyber Monday this year than they were last year

8. Our assumption was correct that Cyber Monday / Black Friday 2010 was talked about more than in 2009

10. Microblogs 27% (Twitter + Clones)

11. Message Boards 16% (Discussions about best deals from retailers)

13. Media Types Other remain active in deal discussion while Twitter traffic simply drops off

15. Message Boards 18% (over 2% increase from last year)

16. Media Types Other 17% (More than 20% drop in mentions)

17. Social Networks 10%

19. Social Networks appear to follow a nearly identical pattern to Microblogs

21. Social Networks 29% (Increase of nearly 20%)

22. Message Boards 13% (Drop of 5% from early analysis)

24. Social Networks became a major factor leading up to Black Friday lead the conversations during Black Friday

26. BestBuy: 22%

27. Target: 18%

28. Toys ‘R Us: 8%

29. Sears: 6%

30. Macy’s: 5%

31. Kohl’s: 4.7%

32. Kmart: 4%

35. Product group mentions focused on Blu-Ray, HDTV & Laptop

38. Target: 20% UP

39. Best Buy: 19% DOWN

40. Sears: 8% UP

41. Toys ‘R Us: 7% DOWN

42. Kohl’s: 4% DOWN

43. Kmart :3.6% DOWN

44. Macy’s: 4% DOWN

47. Target: 21% UP

48. Best Buy: 17% DOWN

49. Toys ‘R Us: 8% DOWN

50. Sears: 5% DOWN

51. Kohl’s: 4% SAME

52. Macy’s: 3.8% DOWN

53. Kmart : 3% DOWN

58. As highlighted by the analysis for 2010, people are using social media to identify the best deals and are not afraid to mention products by name. This could be a huge opportunity for assertive companies to market products in social media around the holiday season

59. As data continues to update, feel free to watch along via our public dashboards

60. 2010 Retailers – Ranking mentions of all retailers hourly

61. http://bit.ly/2010retailers

62. 2009 vs. 2010 Black Friday, Cyber Monday - Ranking cumulative mentions & social media channels of Black Friday & Cyber Monday hourly

63. http://bit.ly/2010blackfriday

64. http://bit.ly/2010cybermonday