If you’ve ever spent months planning for a trip, a music festival, or even college, you probably employed a few peer recommendations and a healthy dose of guesswork. Which cities/resorts should you consider, which bands should be on your playlist, which school will help you land a dream job? Here at W2O Group, we’re demystifying the process with forensic analytics. We believe that a brand’s online social resonance is a leading indicator of offline word-of-mouth advocacy. By monitoring digital dialogue, content sharing patterns, and peer networks, we can predict the next “big thing”.
I’m excited to introduce W2O Ranks, a digital relevance rating for newsworthy personalities, brands, organizations, and places. You may have seen the past work we’ve done ranking top universities and health care influencers (Sharecare). As we mature into the Agency of the Future we’re leveraging the in-house brainpower of our 70 analytics and 80 digital pro’s to test new proprietary methods. For a bit of fun, we ranked the top 20 bands of this fall’s Austin City Limits Music Festival (ACL) by reach, relevance, and resonance across social and digital channels.
ACL is a premier fall American music festival which spans two weekends, features 130+ bands, local eats and arts, and takes place on 46-acres of Austin’s Zilker Park. I’ve often wondered how (producer) C3 books bands, how they’re sequenced across eight+ stages and six days, and who will be the next breakout. As music becomes ubiquitously digitized, social buzz might be the best barometer for who is “hot”. But this doesn’t always correlate with font size and implied order on the official ACL lineup list. Each year there’s bound to be an Alabama Shakes, Skrillex, or Lumineers who magically transform their B-list timeslot into a coming-out party. This isn’t the result of organized PR, it’s good old-fashioned word-of-mouth advocacy. In the mobile age, a band’s rise to headliner status can happen real-time, so the question is no longer “who sells records” but “who builds digital momentum?”
To test the hypothesis we ran the 2013 lineup through a proprietary algorithm indexing social scores from Facebook, Twitter, YouTube, web, and digital radio. The result is an interesting mix of established artists and a few potential breakout acts. You may be wondering how Eric Church, Portugal. The Man, and Grimes will drive attendance to ACL. These emerging acts may not sell wristbands, but they’ll probably light up C3’s radar with their ability to extend the festival experience beyond Zilker and into the social web.
Check out our playlist and have some fun with the infographic below. You can play media, follow artists, and share with your friends all from within the image itself. Keep an eye out for future W2O Rankings which could include athletes, actors, sporting events, movies, TV shows, vacation spots, chefs & restaurants, you name it (literally)!