Building Brand with Social Media                        Mary Kay Shifts Brand Perception                                  ...
Brand Advertising Effectiveness Platform                          "Half the money I spend on advertising is wasted;       ...
Excerpt: The Online Brand Advertising Outlook for 2012                         Brands’ Excitement Around Social Media Bran...
The Online Brand Advertising Outlook for 2012                    From IBM CMO Report        But when asked about their Big...
Excerpt: The Online Brand Advertising Outlook for 2012                      Drowning in Data, but Lacking in Insight      ...
Mary Kay Campaign      • Mary Kay challenged T2 Media to help        re-position Mary Kay brand among        beauty-consci...
Approach and Objectives      Approach:      •Ignite interest in the brand among social influencers in the      blogosphere...
Campaign Design      • Performed a full analysis of many blogger, social media and        word-of-mouth companies before c...
Campaign Design and ExecutionLEVERAGE INFLUENCESelected 40 highly influentialbloggers to review Mary Kayproducts and act a...
Campaign Design and Execution      AMPLIFY THE CONTENT      Used paid media to amplify the content generated by bloggersww...
Campaign Design and Execution      EXPAND THE BASE OF      INFLUENCERS      In addition to the      contracted 40      blo...
Campaign Design and Execution      EXPAND THE SOCIAL FOOTPRINT      Added incentives so that digital influencers would spr...
Campaign Design and Execution      MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU                                               ...
Campaign Results      QUALITATIVE ENGAGEMENT                    “       Love this! I haven’t tried Mary Kay               ...
Campaign Results      QUANTITATIVE RESULTS: BRAND LIFT      •Leveraged Vizu’s real-time Ad Catalyst solution to measure an...
Campaign Results      QUANTITATIVE RESULTS: BRAND LIFT      •Leveraged Vizu’s real-time Ad Catalyst solution to measure an...
Campaign ResultsQUANTITATIVE RESULTS: BRAND LIFT• Drive an overall 49.1% lift in purchase intent• Materially outperformed ...
Key Learnings and Impact      • #1 key learning was that activating digital influencers can be        an effective tactic ...
Benchmarking Social Media Effectiveness                    Vizu recently launched a new initiative to benchmark the       ...
Thank youwww.brandlift.com    COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED   20
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DMS: Kickoff Workshop with Vizu: Building Brands with Social Media: Does Influencing the Influencers Really Work?

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Social media is one of the hottest topics in digital brand advertising. At the end of the day, however, the same rules apply. Advertisers need to prove these tactics are driving results in order to justify continued investment. Vizu is benchmarking the effectiveness of brand advertising using social media tactics ranging from blogging to leveraging the social graph. This presentation will explore current best practices in the context of real-world case studies from global brand marketers Jones New York, GE and Mary Kay, highlighting where you should be investing your time and money when it comes to social media.
Moderator: Jeff Smith, CMO, Vizu @vizu
Speaker: Tamara Phillips, president, T2 Media

Published in: Business, Technology
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  • Mobile questions : Julie: People have been predicting its going to be “year of mobile” for the last several years; is 2012 finally it? Potential follow on question to Julie: Initially forays into mobile have often focused on direct response – can mobile be used effectively as a branding medium? Amy: Can mobile be used effectively as a branding medium? Social Media Questions Julie: All the brand marketers I speak with tell me they ’re feeling pressure to do more around social media, but also that they struggle quantifying the value of things like a “share” or a “like.” How would you recommend they think about this? <potential answer: eMarketer pointed out that while these are valid “progress” metrics, advertisers should focus on performance metrics – brand lift or sales lift)
  • Reference notes: We selected 40 highly influential bloggers to review Mary Kay beauty and skincare products. Each blogger shared with her audience how much she loved using the new mini compact and The TimeWise Miracle Set. Each blogger also hosted a sweepstakes on her sponsored post for a Mary Kay gift pack, filled with $100 worth of fabulous products. In addition, bloggers encouraged their audiences to visit the Mary Kay website. Each custom post in this program was featured on the blogger ’s own site, and links to each post were built into a custom Mary Kay Promotions & Prizes page on BlogHer.com. Custom blog post metrics: Blog post total page views: 101,042 Blog post unique page views: 84,156 Total blog comments: 5,013 Direct clicks to the sponsor ’s site from posts: 1,513 Comparison to benchmarks: Post page views: 101,042 (roughly 25,260 per 4-week phase) Comparable beauty programs delivered between 4,600 – 10,000 page views in a 4-week program Uniques: 84,156 (roughly 21,039 per phase) Comparable beauty programs delivered between 3,500 – 9,000 uniques in a 4-week program Comments: 5,013 (roughly 1,253 per 4-week phase) Comparable beauty programs delivered between 450 – 2,200 comments in a 4-week program Direct clicks to the sponsor ’s website from posts: 1,513 (roughly 378 per 4-week program)            Above average; two recent comparable beauty programs received 159 and 235 direct clicks during their 4-week programs Time spent on brand page: 2.39 minutes Average time for BlogHer.com was 2 minutes at the time of this program Tweets linking to program: 708 (for 4 phases) Average; typically range between 200-600 in a 4-week program Facebook likes, shares, comments: 471 (for 4 phases) Above average; typically range between 20 and 100+ in a 4-week program
  • Custom co-branded units rotated throughout the BlogHer publishing network of 2,500 blogs, driving traffic to the bloggers ’ websites, encouraging engagement with the brand and boosting sweepstakes entry. Banner Flight: 6/1—11/18/2011 160x600 Impressions served: 9,771,549 Clicks: 4,163 CTR: 0.04% 300x250 Impressions served: 6,514,975 Clicks: 2,868 CTR: 0.04% Jory from BlogHer presents:
  • Mary Kay provided 185 additional bloggers the opportunity to try out Mary Kay's innovative line of products. Although these bloggers were not obligated to write a review, the generous gift created extra buzz in the community and got the product into more influential bloggers' hands. Blog posts resulting from sampling program: 38 This is very high; we expect about 10% - this represents 19%
  • Reference notes: Readers of the blog posts were offered an additional sweepstakes entry for sharing the Mary Kay offer through Twitter, Facebook or re-posting on their own blog. Tweets linking to program: 708 Facebook likes, shares, comments: 471
  • Describe here how survey was placed in control and exposed environments.
  • Women said things the brand cannot say itself. Transparency of these quotes was powerful
  • Total Readers’ Tweets of 708 (falling on high side of average) and total Twitter Impressions of 512,595 Promotion on Mary Kay Facebook yielded a .48% feedback score, which is above average for Mary Kay Facebook activity
  • DMS: Kickoff Workshop with Vizu: Building Brands with Social Media: Does Influencing the Influencers Really Work?

    1. 1. Building Brand with Social Media Mary Kay Shifts Brand Perception by Influencing the Influencers Tamara Phillips Jeff Smith President & Media Director, CMO & SVP of Client Services, T2 Media Inc. Vizu Corporationwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1
    2. 2. Brand Advertising Effectiveness Platform "Half the money I spend on advertising is wasted; the trouble is I dont know which half." John Wanamaker, the “father of modern advertising” Leading brand advertisers, media agencies, and media sellers use Vizu to tell “which half” And do something about it before its too latewww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 2
    3. 3. Excerpt: The Online Brand Advertising Outlook for 2012 Brands’ Excitement Around Social Media Brands: How will your spending in the following channels change relative to 2011? Mobile Advertising 69% 26% Social Media Advertising 63% 34% Video Advertising 57% 34% Increase Stay about the same Rich Media Advertising 29% 57% Decrease Dont Use Standard Display 20% 60% Advertising Connected TV/IPTV 17% 37% 0% 20% 40% 60% 80% 100%www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 3
    4. 4. The Online Brand Advertising Outlook for 2012 From IBM CMO Report But when asked about their Biggest Headaches…www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 4
    5. 5. Excerpt: The Online Brand Advertising Outlook for 2012 Drowning in Data, but Lacking in Insight Commenting on the amount of data bandied around in the online ecosystem, 34% of Media buyers stated: “I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of my campaign” And when asked which metric they believed most appropriate to use to determine the effectiveness of online brand advertising: “80% said Brand Lift”www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 5
    6. 6. Mary Kay Campaign • Mary Kay challenged T2 Media to help re-position Mary Kay brand among beauty-conscious consumers not easily reached by traditional media. • Among this beauty-conscious consumer, Mary Kay was often overlooked and not perceived as contemporary.www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 6
    7. 7. Approach and Objectives Approach: •Ignite interest in the brand among social influencers in the blogosphere •Generate buzz among the influencers’ social network Objectives: •Generate awareness of Mary Kays contemporary products •Improve brand perception / favorability •Primary: Increase purchase intentwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 7
    8. 8. Campaign Design • Performed a full analysis of many blogger, social media and word-of-mouth companies before choosing BlogHer – BlogHer presented a diverse list of influential bloggers covering many genres: mommy bloggers, beauty/fashion bloggers, lifestyle bloggers, foodies, etc • Represented a cross-section of the “every day woman” that we were targeting – Balanced, comprehensive program that included: blogger reviews, supporting co-branded media that drove additional traffic to the blog posts and a central hub to aggregate posts – BlogHer allowed Mary Kay to have full control over the blogger selection process and gave us the ability to preview posts BEFORE they went live, which was hugely important in gaining client approval – BlogHer’s ability to provide Vizu metrics to gauge lift in brand perception and purchase intent was criticalwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 8
    9. 9. Campaign Design and ExecutionLEVERAGE INFLUENCESelected 40 highly influentialbloggers to review Mary Kayproducts and act as brandambassadorswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 9
    10. 10. Campaign Design and Execution AMPLIFY THE CONTENT Used paid media to amplify the content generated by bloggerswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 10
    11. 11. Campaign Design and Execution EXPAND THE BASE OF INFLUENCERS In addition to the contracted 40 bloggers, BlogHer enrolled 185 additional bloggers, giving them the opportunity to try Mary Kay’s innovative line of productswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 11
    12. 12. Campaign Design and Execution EXPAND THE SOCIAL FOOTPRINT Added incentives so that digital influencers would spread the campaign across Facebook and Twitter Page Views Comments Tweets Shareswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 12
    13. 13. Campaign Design and Execution MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU Exposed Control Exposed Controlwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 13
    14. 14. Campaign Results QUALITATIVE ENGAGEMENT “ Love this! I haven’t tried Mary Kay but am so eager to after your ” review. I am loving the Lip Balm!! -Teri “I love love love Mary Kay mascara and the Time “ Whoa, Mary Kay, really?? I have the same 80s- Wise set. As 29.5 years old (and holding for the next mom association with this brand, but you just few years) I was starting to see a difference in my proved me wrong, so…….I’d love to try the blue- skin. Not breakouts, not wrinkles, just blah. eye mineral bundle eyeshadow set.” Instantly, the Time Wise set perked my face up! I -Tanya love it :) - Wilcoxeswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 14
    15. 15. Campaign Results QUANTITATIVE RESULTS: BRAND LIFT •Leveraged Vizu’s real-time Ad Catalyst solution to measure and optimize Brand Lift in purchase intent while campaign in market • For example, found that only one exposure to a branded blog post drove maximum lift, capped exposure and increased reachwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 15
    16. 16. Campaign Results QUANTITATIVE RESULTS: BRAND LIFT •Leveraged Vizu’s real-time Ad Catalyst solution to measure and optimize Brand Lift in purchase intent while campaign in market • With creative, found that blog posts greatly outperformed all other campaign creative, allowing optimization toward suchwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 16
    17. 17. Campaign ResultsQUANTITATIVE RESULTS: BRAND LIFT• Drive an overall 49.1% lift in purchase intent• Materially outperformed Vizu market norms for both the Beauty category and purchase intent campaignswww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 17
    18. 18. Key Learnings and Impact • #1 key learning was that activating digital influencers can be an effective tactic for impacting brand perception and intent to purchase. • Bloggers can authentically challenge brand myths that we as the brand can’t do itself. • Branding efforts, such as driving Purchase Intent, must be measured against appropriate Brand Lift metrics. This pilot program helped “comfort” those in legal and regulatory departments within Mary Kay who were resistant to letting go of control of the brand message; this program’s success will allow us to move forward in this spacewww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 18
    19. 19. Benchmarking Social Media Effectiveness Vizu recently launched a new initiative to benchmark the relative effectiveness of different social media tactics and partners, in order to maximize Brand Lift Download current case studies at http://brandlift.vizu.com/knowledge-resources/case-studies/ Industry Benchmarks Available in Q3 2012 Download 2012 Industry Outlook Whitepaper at http://brandlift.vizu.com/knowledge-resources/research/2012-industry-outlook/www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 19
    20. 20. Thank youwww.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 20

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