Next	
  Genera*on	
  Social	
  Audience	
  Data	
  
	
  
Confidential /
What	
  Nielsen®	
  does	
  for	
  television	
  and	
  radio,	
  what	
  
comScore®	
  does	
  for	
  web	...
Confidential /
Insights	
  available	
  for	
  any	
  social	
  audience	
  include:	
  
•  Age	
  (Nielsen	
  and	
  IAB	...
Confidential /
Cross	
  Silo	
  Data	
  -­‐	
  Patented	
  technology	
  that	
  goes	
  way	
  
beyond	
  standard	
  Twi...
DATA	
  DRIVEN	
  DECISIONS	
  
Confidential /
SALES	
   MARKETING	
   DEVELOPERS	
  
•Report	
  social	
  audiences	
  
b...
Confidential /
AFFINITY	
  FOR	
  TOP-­‐350	
  TV	
  SHOWS	
  
24% of people who follow @Nike like ESPN
Sportscenter, whic...
Confidential /
AFFINITY	
  FOR	
  5000	
  CONSUMER	
  BRANDS	
  
6.4% of people who tweet about American Idol
are Ford bra...
Confidential /
AFFINITY	
  FOR	
  20,000	
  CELEBRITIES	
  
31% of people who talk
about Nivea products also
like Rihanna,...
Confidential /
370	
  IAB	
  INTERESTS	
  CATEGORIES	
  
17% of people who Tweet
about the Grammy’s like
Books & Literatur...
Confidential /
GEO-­‐LOCATION	
  INSIGHTS	
  BY	
  NIELSEN	
  DMA	
  LEVEL	
  
Current	
  reports	
  show	
  top	
  ci*es,...
Confidential /
GEOFENCE	
  THE	
  SOCIAL	
  AUDIENCE	
  
Capture	
  and	
  analyze	
  all	
  social	
  data	
  within	
  d...
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  1. 1. Next  Genera*on  Social  Audience  Data    
  2. 2. Confidential / What  Nielsen®  does  for  television  and  radio,  what   comScore®  does  for  web  traffic—that’s  what  we  do  for   social  media     Proprietary  demographic  and  psychographic  social   audience  data     Largest  social  iden*ty  data  set  in  market  -­‐  7  years   collec*ng  and  matching  public  social  data  across  sixty   social  networks*     WHO  WE  ARE   *PeekAnaly*cs  accesses  TwiKer  data  by  way  of  DatasiL  
  3. 3. Confidential / Insights  available  for  any  social  audience  include:   •  Age  (Nielsen  and  IAB  segments)   •  Geo-­‐loca*on  (City,  State,  Country,  Nielsen  DMA)   •  Income  (IAB  income  segments)   •  Industry   •  Educa*on   •  Social  Graph  Ac*vity  (influence,  impressions)   •  Interest  (370  IAB  categories)   •  Brand  affinity  (5000  brands)   •  TV  show  affinity  (350  TV  shows)   •  Celebrity  affinity  (20K  celebri*es)   WHAT  WE  DO  
  4. 4. Confidential / Cross  Silo  Data  -­‐  Patented  technology  that  goes  way   beyond  standard  TwiKer  engagement  metrics       Census  level  analysis  –  over  200mm  social  consumers  in   the  database.    Fully  scalable  -­‐  not  dependent  on  opt-­‐in   consumers  to  grow  the  dataset       COMPETITIVE  ADVANTAGE  
  5. 5. DATA  DRIVEN  DECISIONS   Confidential / SALES   MARKETING   DEVELOPERS   •Report  social  audiences   back  to  clients   •Research  compe**ve   landscape  for  a  pitch   •Track  and  sell  more   sponsored  na*ve  content   based  on  data   •Social  audience  tracking  pre   and  post  campaigns   •Easily  research  and  design   influencer  programs   •Understand  and  rank   compe*tors  for  campaigns     •Integrate  data  into  complex   systems     •Append  data  into  marke*ng   and  adver*sing  plaborms   •Augment  CRM  systems  with   the  data  
  6. 6. Confidential / AFFINITY  FOR  TOP-­‐350  TV  SHOWS   24% of people who follow @Nike like ESPN Sportscenter, which is 3.1x the national average. 4.1% of people who talk about the Nike+ Fuelband like CNN Headline News (1.2x US average) . 12.7% like the Walking Dead (.9x the US average). 34% of the audience that follow @sundancechannel are interested in the Conan O’Brien show, 2.3x the US average. People who tweet about Travel Channel shows are 3.7x more likely to be a brand fan of Carnival Cruise Lines. People who tweet about National Geographic are 2.1x more likely to be Carnival Cruise Line brand fans.
  7. 7. Confidential / AFFINITY  FOR  5000  CONSUMER  BRANDS   6.4% of people who tweet about American Idol are Ford brand fans, which is 40% lower than the US average. 7.2% of these same people are Hyundai brand fans, 80% greater than average. 4.3% of people who tweet about #MTVEMA are Chanel brand fans, which is about 3.6x greater than the average.
  8. 8. Confidential / AFFINITY  FOR  20,000  CELEBRITIES   31% of people who talk about Nivea products also like Rihanna, which is 1.4x greater than the US average. Rihanna’s fans are 7.7x more likely to be Clinique brand fans. 53% of Justin Timberlake’s Twitter followers also like Rhianna, 2.4x the US average. 43% of people tweeting About the MTV Music awards like Miley Cyrus, which makes them 3x more likely to be fans. Miley’s fans are 3.6x more likely to be Clinique brand fans than average. They are .6x (40% less than average) likely to be interested in luxury auto brands. 29% of people tweeting World War Z in 2013 are fans Brad Pitt, 1.8x greater than average. 25% of people who tweeted positively about Moneyball like Brad Pitt, 1.5x greater than average. Brad’s fans are 67% female, 33% male. 24% earn over $100K/yr.
  9. 9. Confidential / 370  IAB  INTERESTS  CATEGORIES   17% of people who Tweet about the Grammy’s like Books & Literature, 1.3x greater than average. 4.2% of Ashton Kutcher’s followers are interested in career planning, 50% greater than the US average. People who are interested in arts & crafts are 4.5x more likely than average to like The Middle on ABC. 14% of people tweeting about Agents of S.H.I.E.L.D. like Mexican food, 3x the US average.
  10. 10. Confidential / GEO-­‐LOCATION  INSIGHTS  BY  NIELSEN  DMA  LEVEL   Current  reports  show  top  ci*es,  states  and  countries   Next  Genera*on  insights  will  offer  DMA  level  geo-­‐ loca*on   6% of people talking about tax prep software are from the New York DMA, which is 1.1x the US average. 10% of people talking about the Weather Channel in the Chicago DMA, also like LL Bean, which is 3.4x the Chicago DMA average. 33% of the people talking about the Republican party inside the Los Angeles DMA, are more likely to like sports (1.2x), art (2.1x) and movies (1.3x).
  11. 11. Confidential / GEOFENCE  THE  SOCIAL  AUDIENCE   Capture  and  analyze  all  social  data  within  defined   borders  (lat/long  coordinates)   64% of people tweeting from Times Square are from New York, New Jersey, or Connecticut. 8% are from the UK. 4% went to a tier-1 university. 6% are Jeep brand fans. 7% like watching Breaking Bad. 52% of the people tweeting from the Westfield Paramus Mall make between $50,000-$100,000 and are more likely to like movies theatres (3.2x), family travel (1.5x) and Teen Wolf on MTV (3.7x). 25% of the people tweeting from the MetLife Stadium at the Superbowl were male and were between the ages of 26-35.

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