Conversation Influence Insight Content Analytics and Measurement
Remember Darwin? “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” – Charles Darwin, Biologist
A new game plan FROM:Singular Consistent Message TO:Multiple Coherent Ideas
It’s not chaos, its digital Darwinism Mutation creates variation Unfavorable mutations selected against Reproduction and mutation occur Favorable mutations more likely to survive …and reproduce
What it means for marketers Social Influence Marketing is more than Word Of Mouth Your social strategy begins with your marketing strategy Your owned platform can be just as social as Facebook Every traditional marketing objective can be made social Measurement must be actionable
We’re Great at Measuring Owned Media The new site outperformed the older version across each key metric After relaunch, the new site had both a significantly higher volume of visitors as well as a more qualified audience This traffic increase was in the absence of paid banner media driving to the site Visits to TAE 5/3 Site Relaunch
Not So Great At Earned Media Competing vendor sponsored studies (Vitrue & Syncapse) have tried to put forward fan valuations In both cases data was not sourced from brands True Fan/Follower value can only be understood when a brand merges their customer data with a sound measurement approach The wild card in all of these efforts is identifying the value of an earned impression
Our Approach Apply paid & owned measurement strategies to earned media Create measurable engagements Tag everything Integrate paid, owned and earned KPIs WOM results are the outcome of owned programs Influence begins with the brand
Integrated KPIs Develop socially focused KPIs, integrating Paid, Earned and Owned platforms as data sources.
How social are you? Platforms and Publishing – How do you manage your content? Engagement – Does your content create social value? Integration – Is social a call to action across your marketing programs? Utility – How useful are your social programs? Social Voice – Do you speak in a brand voice or a social voice?
So we tracked our buzz Percent of All Blog posts adidas nike 0.200 0.175 0.150 0.125 0.100 0.050 0.025 Mar 05 Fev 14 May 01 May 19 Dec 19 Jan 07 Jan 14 Mar 24 Apr 12 Generated by BlogPulse Copyright 2009 The Nielsen Company
Consuming media is a social activity Watching TV, movies, attending concerts are all things we do as part of our social graph New technologies now make it easier for us to do this via social platforms Starling TV, GetGlue, Miso, Philo and other start-ups are offering check-in and conversation tools for collaborative browsing or co-browsing
Conversation targeting Social media offers new ways to gain insights about consumers Conversation is the newest way to identify consumer affinity for your brand or product Trending topics are the real-time collective conversations that create directional opportunities for ad targeting
Stickybits: Making the physical digital Stickybits uses RedLaser barcode scanner to allow users to view content, get rewards and coupons from brands Location based scans Age verification Social plug-ins Content management and analytics Users can upload content Anything can be made digital
Not all customers are equal While there’s still an ongoing debate about the value of a fan, we know that friends and family recommendations carry more weight than a brand promotion alone. So how do we create campaigns for these influential consumers?