Brad Little - Nielsen

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Value of Social Media Impression

Value of Social Media Impression

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  • The advent of social media means that consumer conversations about and with a brand becomes more measurable
    Nielsen / FB are working together to better understand this new form of brand engagement for marketers
    This engagement, also known as earned media, can be measured with the same metrics as traditional paid media (i.e. lifts in recall, association, consideration)
    Today I will present our latest results from our ongoing Brand Lift research alliance with Facebook on measuring the effectiveness of earned and paid media & reveal their interdependencies in driving brand reach & brand impact.
  • Homepage ads
    Are above-the-fold homepage ads that contain ad creative (image + text) as well as an option for users to engage with the brand (e.g “Become a fan”)
    Homepage Ads with Social Context
    (e.g social impressions), which include the names of a user’s friends, if any, who are already fans of the brand
    Organic impressions
    Which are social stories that appear on the homepage of friends of users who have engaged with a brand or become a Fan of that brand




  • Provide guidance on how to quantify the value of social media advertising relative to their brand goals and how to understand it in terms that align with their overarching brand metrics.

    Because Nielsen is committed to providing clients with the most complete view of what consumers “watch” across all platforms, including how they engage with social media, we have made a major investment in helping advertisers understand how to achieve their brand goals in a social context.
  • For the purposes of this case study, we examined the impact of Facebook advertising on 14 campaigns using the Nielsen BrandLift methodology.

    Campaigns selected were representative of more successful campaigns that included the “Become a Fan” engagement unit, and included advertisers from a range of categories, including CPG, entertainment, and retail.

    Results were aggregated across the fourteen campaigns in order to provide more generalized findings and to ensure the confidentiality of advertiser-specific results.









  • and marketers need to reach a lot of people






  • The emergence of social media has supercharged an age-old consumer activity: chatting about favorite things like books, cars, cell phones, and babies. This established consumer behaviour, now enabled by new platforms, is driving a potentially fundamental change in the way brand marketing works. Marketers are moving from a broadcast-based marketing relationship with consumers to a relationship that more explicitly considers how traditional paid media drives “earned media”—where consumers directly engage with the marketing messages and pass them along to their friends. The Web-based aspect of this engagement has also made it much more measurable, which has inspired new ideas and research on the relationship between “paid” and “earned” media and their respective impact on brand perceptions.

Transcript

  • 1. Understanding the Value of a Social Media Impression Brad Little @bradleyjlittle
  • 2. The importance of Valuing Earned vs. Paid FROM Marketers are moving A broadcast-based marketing relationship with consumers TO A relationship that more explicitly considers how traditional paid media drives ‘earned media’ 3 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 3. We Will Evaluate The Three Forms of Ad Execution Available on Facebook 1. Homepage Ads PAID MEDIA EARNED MEDIA 2. Homepage Ads with Social Context 3. Organic impressions 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 4. How “BrandLift” Works Automatic, randomized 1 Ad Displayed to user 2 holdouts Facebook’s ad systems automatically generate a small control group of users called a “holdout” who are identical to those targeted by your campaign, except that they were randomly selected to not see your ads. 3 Example Poll 4 Results A comprehensive PowerPoint deliverable highlighting study results and brand effect metrics: 1.-Results for up to four standard brand attitude and usage questions via single-question surveys and two custom single/double question surveys 2.-Delivered within days of the end of the survey fielding 3.-In-depth presentation of findings 5 Page 4 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 5. 3 key metrics evaluated 1 Awareness Message 2 Awareness 3 Purchase Intent • Survey collection 24 hours post exposure • Minimum of 3,000 respondents • Studies compared against a normative Nielsen database to determine overall effectiveness and awareness results. 6 Page 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 6. 3 key metrics evaluated 1 Awareness • “Have you heard of Glitter Hairspray?” Message 2 Awareness • “Which of the following companies uses the slogan “Shine throughout the day”? or • “Which of the following brands do you associate with the message ‘Shine throughout the day’? 3 Purchase Intent • “How likely are you to purchase a Glitter hair product this month? or • “Would you be interested in trying the Glitter Mousse?” • Survey collection 24 hours post exposure • Minimum of 3,000 respondents • Studies compared against a normative Nielsen database to determine overall effectiveness and awareness results. 6 Page 5 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 7. BrandLift: A Continuous Measurement Service • 6 months of research • Consisting in surveys of over 800,000 Facebook users • And more than 125 individual Facebook advertising campaigns • From 70 brand advertisers 7 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 8. Understanding the Value of a Social Media Impression What Did We Unearth? Findings based on • 14 campaigns representative of more successful campaigns that included: – the “Become a Fan” engagement unit, and – advertisers from a range of categories (CPG, entertainment, retail…) • Results were aggregated across the 14 campaigns: – To provide more generalised findings – To ensure the confidentiality of advertiser-specific results 8 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 9. Impact of Paid Media Exposure on Facebook Difference between control group and exposed 10% Delta versus control Column 2 North 4% 2% Ad Recall Awareness Purchase Intent 9 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 10. Homepage Paid Ads with Social Advocacy Improve Campaign Performance Difference between control group and exposed 16% Home page ad expsoure Home page ad expsoure with soial advocacy 10% 8% 8% 4% 2% Ad Recall Awareness Purchase Intent 10 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 11. Marked Affect on Brand Metrics if There An Organic Element Difference between control group and exposed 30% Home page ad expsoure Home page ad + organic 13% 10% 8% 4% 2% Ad Recall Awareness Purchase Intent 11 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 12. More Organic Exposure = Greater Impact Difference between control group and exposed 33% 1-2 3-9 10+ 32% 28% 15% 15% 13% 10% 7% 3% Ad Recall Awareness Purchase Intent 12 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 13. How To Maximise Reach & Engagement 13 * Engagement = click through, video play, RSVP, vote on a poll etc Source: Facebook Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 14. How To Maximise Reach & Engagement Step1 start with engaging Home Page Ad 13 * Engagement = click through, video play, RSVP, vote on a poll etc Source: Facebook Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 15. How To Maximise Reach & Engagement Step1 start with engaging Home Page Ad Leads To users interacting with ad unit in friends feed 13 * Engagement = click through, video play, RSVP, vote on a poll etc Source: Facebook Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 16. How To Maximise Reach & Engagement Step1 start with engaging Home Page Ad Leads To users interacting with ad unit in friends feed Saw HP Ads Saw Organics Only Saw HP Ads + Organic Facebook User Reach Index 112 106 100 Reach Increased Reach 13 * Engagement = click through, video play, RSVP, vote on a poll etc Source: Facebook Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 17. How To Maximise Reach & Engagement Step1 start with engaging Home Page Ad Leads To users interacting with ad unit in friends feed Saw HP Ads Saw Organics Only Saw HP Ads + Organic Engaged with Ad Engaged with Organics Saw HP Ads + Organic Facebook User Reach Index Facebook User Engagement* Index 112 124 100 106 100 Reach Reach Increased Reach 13 And Increased User Engagement * Engagement = click through, video play, RSVP, vote on a poll etc Source: Facebook Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 18. There is a strong relationship between the engagement rate of the ad campaign and the number of ad impressions 0.72 correlation 14 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 19. BUT...Organic impressions are difficult to scale Total Campaign Reach Organic Reach 15 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 20. Paid Impressions Open Door, but Advertising Still Needs to Spark Engagement & Connection 16 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 21. To Amplify Reach & Deliver Brand Engagement Evian Campaign: Reach Total Campaign vs Paid For Click To Exposure 1,276 000s 3.4% 230% 923 Percentage of those Exposed to Paid for Ad who 703 visited ‘Evian’ 140% 76% 5.4% Percentage of those Exposed to Total Campaign who visited ‘Evian’ 17 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 22. The Other Good News Is That A Strong Fan Base Can Also Drives Social Coverage of Ad Campaigns 6.9x engagement rate on publishing vs. ads 18 * Engagement = click through, video play, RSVP, vote on a poll etc Source: Facebook Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 23. As Such You Need The “Right” Mixture of Paid + Earned + Self Created Media 19 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 24. Since this will maximise success notwithstanding the core principles of good brand management/ authenticity/consumer belief 20 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 25. Conclusion • Buying social media is different than buying standard online media • Critical to understand advertising both in terms of – Paid media and – How earned media & social advocacy contribute to campaigns • Social advocacy and earned impressions can impact consumers in 3 important ways –By making them more likely to notice an ad (Ad recall) –To take away its message (Awareness) –To increase their interest in making purchase (Purchase intent) • The next step is to expand this understanding to offline sales and long-term brand value (and outside of Facebook) 21 Copyright © 2010 The Nielsen Company. Confidential and proprietary.
  • 26. Thank you! neoco Breakfast Briefing Brad Little May 26, 2010 @bradleyjlittle Copyright © 2010 The Nielsen Company. Confidential and proprietary.