HatlingFlint KNOW Series

Digital and Social Media

THE NEW MEDIA LANDSCAPE

It used to be easy….
In 1965, 80% of adults in the US could be reached with three 60 second TV spots
Day-after recall scores for 60 second prime-time commercials was 40%

It’s not so easy anymore. 2004 Friends – Series Finale 12.8 Nielsen rating Most-watched show in 4 years 1986 Head of the Class 12.8 Nielsen rating #40 show that year

New Consumption Models WORK Virtual Office WiFi Connected Anywhere OOH / RETAIL Digital Billboards RFID HDTV Blu-Ray DVR Gaming IPTV Virtual Worlds Social Software Online Video Podcasting User-Generated Content RFID Blogging Office Wikis RSS WiFi/connectivity Personalization Interactive Kiosks MOBILE / AUTO 3G Mobile Devices GPS Mobile Video WiFi Text Messaging HOME

SETTING THE STAGE

YOUR COMPANY WEBSITE

SMS Campaign
Mobile Content
Downloadable Apps
Ringtones/Wallpaper
WAP Ads
Search Engine Optimization Kiosks Branded Utilities/Widgets RSS WEBSITES ONLINE MEDIA SOCIAL MOBILE AV Microsites Online Training Systems Search Engine Marketing DATABASE DEVLOPMENT Flash-Rich Applications YOUR COMPANY WEBSITE
Tagging
Twitter
Wikis
Ratings & Reviews
Social Search Engines
Social News/Bookmarking
BLOGS/Vlogs
Standard Banners
Rich Media
Integrated Placement
Targeted
Streaming Video
Streaming Audio
Podcasts
Pre-Roll
Online Video

CONSUMERS ARE USING THIS STUFF TOO!

Why should you care?
These are your consumers and this is where they are spending their time.
You need to talk to them (and listen) where they are, not where you want them to be.

It’s cool
It’s the “new” thing
It’s the “future”
We “need to be in it”
Digital is not important because: It is important because…

It’s how we are consuming media. Source: Ball State University Center for Media Design

Source: Arbitron/Edison Media Research and comScore

These emerging behaviors pose a new challenge to today’s marketer.
What do you do in the new social media world?

What is social media?
The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.

Social News/ Bookmarking
Social Media
Chat Rooms
Message Boards
Blogs/ Video Blogs
Widgets
Social Networks
Content Sharing
Social Search Engines
Podcast/ Vcast
Ratings &
Reviews

Social media is for the young…. Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.

And the old…. YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927 , made his debut in August 2006 with a video series called ‘Telling It All’. His videos have been seen over five million times

Facebook – Age Distribution Source: Facebook internal data – September 2007

Source: O’Reilly Media

Why is it important?
Audiences trust personal experience and word of mouth dramatically more than any type of media.
Source: Nielsen Buzz Metrics

Now What?

How to get involved.
The Four Step Process
Research and Learn
Develop a Strategy
Let Go (and embrace the change)
Participate

Free Listening Tools.

Advanced Listening.

Continually Monitor Social Media
Know what is being said all the time
Identify potential issues quickly
Address these issues with the consumer
Identify the top online influencers and reach out to them

Now you know what is being said….
It’s time to let go and participate

IN SUMMARY

The New Media Strategy
Monitoring is not a monthly thing, it has to be done daily (if not more often)
Strategy first, tactics second
Know how you are going to address different types of conversations before they happen, and who is going to address them
Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment.

Automated Marketing

Engagement Marketing Agenda
The “Facelift” of the Marketer
Engagement Marketing…it’s kinda like dating
Show Me The Automation!
Your Personal Engagement Evolution

The marketer “nip/tuck”
Create brand awareness
Generate Leads
Deliver Leads to Sales Team
Manage Marketing Budget
Communicate with Existing Customers
Cultivate brand advocates!
Develop Leads! In real-time and with marketing history! Maximize Marketing Budget! Market to Existing Customers!

Marketers…It’s time to step up. But it might be painful to… But if I slip up on… But I might get stuck in in…

Engagement Marketing is a relationship.
“ Playing the Field”
Wearing the letterman’s jacket
On Bended Knee
Wedding Bells
Happily Ever After or The Cheating Heart?

Integrating and executing multi-channel marketing campaigns
65% of organizations report better ROI through the use of multi-channel campaigns
Implementing a customer centric strategy
Behavioral targeting can increase revenues by as much as 50%
Personalized “color printing direct mail” response rates 13.74% (vs. traditional direct mail 1.26%)
Focusing on lead quality
70%-90% of marketing-generated leads are not acted on because sales finds them unqualified
Yet only 52% of companies are doing lead nurturing today
Measuring results to provide proof of Return On Marketing Investment (ROMI)
Executives are requiring marketers (organizations are requiring agencies) to justify their marketing budgets and report on results
Using database to capture and influence marketing behavior
* Stats from MarketingSherpa, Jupiter Research and Sirius Decisions Engagement Marketing is:

Marketers Rejoice!

Demand Generation
Lead Capture
Pre-Qualification/ Scoring
Lead Distribution
Lead Nurturing
Report and Analyze
Six Phases to Lead Development Marketing Automation Lead Capture Report & Analyze Demand Generation Pre-Qualification / Scoring Distribution Nurture

The real problem is… …nothing talks to each other!

Trends Drive Technology (or visa versa)

Right Message > Right Person > Right Time
Email open rates are 24% higher when segmented
Marketers using multiple dynamic content blocks see 3 percent higher conversion rates compared to those using more simple methods
Personalized “color printing direct mail” response rates – 13.74% (vs. traditional direct mail 1.26%)
Jupiter Research Digital Printing Council Newsletter MarketingSherpa

Increase Relevancy with Behavior-Based Segmentation
Marketing Automation:
Send communications based on a prospect’s responses, transactions or specific events
Initiate a one-to-one ‘conversation’ with your prospects and customers

Lead Management: Hot Lead. Cool Lead. Whose Lead?
Lead Distribution: Get lead to Sales yesterday. Via email or via CRM.
Lead Nurture : Automated Marketing Incubator: develop latent demand.
Lead Generation: Multi-channel and Multi-touch. Capture Marketing Behavior.
CRM Integration: Marketing activity visible in CRM database.

Email Reminders (Nurture)
Email (Version 2)
“ Contact Me’s”
Personalized
Name, Product, Content
Delivered: 7 days (relative)
Email (Version 1)
Personalized
Name, Market, Product
Links to Dealer, Products, Markets
Delivered: 3 days
Email (Version 3)
2 nd Reminder “Last Chance!”
Delivered: Dec 17th

Whoa! This seems too complex… Relax. Deep breath. Baby steps.

Online Media

The Marketer’s Secret
Create a story about your products, and make it easy to tell.
Listen to what your customers are saying.
Respond back .

The Click Takes a Beating
“ Display Ad Clickers Drop by 50%. The Click is Officially Dead .” September 2009
“ A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks.” October 2009 John Lowell, Starcom USA SVP and Director, Research and Analytics “ Half Of Ad Impressions, 95 Percent Of Clicks Fraudulent.” September 2009

2007: Original Natural Born Clicker Study
Clicking was a rare occurrence
Most clicks were accounted for by a small, unrepresentative portion of the total online population
Conclusion: optimizing a campaign to clicking behavior limits the potential campaign influence on the total online audience
2009: Natural Born Clicker, Part 2
Validate the results of the original study and look for any shifts in clicking behavior since 2007
Examine how clicking behavior differs (or does not) within four key advertiser categories
Establish the value of online advertising via metrics other than the click
comScore Natural Born Clickers Studies

Who is Clicking?
Q: Who is Clicking?
A: Fewer people
A: Fewer people that account for more clicks
A: Less Affluent
A: Most likely 35 – 44 years old
Question to Advertisers:
Is this the best audience to benchmark the value of online advertising?

Half as Many Clickers in 2009 vs. 2007
Only 16% of internet users clicked on at least one display ad in March 2009
July 2007 March 2009 Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods

Conclusions – The Click is Not the Endgame
Clickers are a very small group
84% of internet users never click
90+% of category site visitors were exposed to ads but did not click
In aggregate non clickers consume the most pages and spend the most time on sites
“ A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks.” John Lowell, Starcom USA SVP and Director, Research and Analytics 90+% of category site visitors were exposed to ads but did not click

ADDITIONAL WAYS TO MEASURE YOUR ADVERTISING

Additional Ways to Measure

Creative Capabilities

Full Page Ad Full Page Video Enabled

Pre Roll with Companion Banner Expandable / In Banner

Turnkey functionality added to the creative can include:
Add to calendar
Add to Facebook, MySpace
Pass along, invite friends
Map a location
Send to mobile #
Dynamic product carousel
Video
Undertone is able to optimize interaction rates
Data is transferred and owned by client for future efforts
Real time data streams can be used to “pull” information from a marketer website
Spongecell

Research Capabilities

Real Time Brand Measurement Real time view provides instant analysis of campaign performance Simple Polling Device
Ad Catalyst : Measure ad impact on viewer perceptions of key brand attributes in real time
Test and Control Methodology
Brand awareness
Brand attributes
Favorability
Purchase intent
Message awareness
Side by side creative effectiveness
Advertising Objective Funnel

Audience Insights Sample Report
Campaign METRIX reporting :
Reach and Frequency
Impressions and Demographics
Audience Build
Frequency Distribution
Ad Effectiveness Reporting :
Lift in website visitation
Lift in website engagement
Lift in trademark or branded search activity
Competitive share of mind

CASE STUDY: SOVEREIGN BANK

Campaign Goals:
Drive 150 new account signups
Undertone Strategy & Tactics:
Enhance the existing creative with Spongecell Interactive buttons to boost consumer engagement and ensure post campaign activity using the following functionality:
Find a Branch
Tell a friend
Results:
Overall, the ad unit gave consumers valuable information on the Sovereign product without forcing them to leave the page, resulting in increased readiness to sign up for an account .
184 signups as of 6/21
Total signups surpassed client goal of 150
34 additional post campaign
Mouseover rate of 8.96%, on higher end of typical range
30,868 mapping interactions, revealing that consumers were very interested in finding the nearest Sovereign branches

Audience Post Campaign Metrix *Data Based on comScore Reporting New England: Connecticut, Massachusetts, Rhode Island Mid Atlantic: New York, Pennsylvania
Overall Results:
# of Impressions: 13,537,996
New England 63%
Mid Atlantic 37%
Unique Visitors 2,204,996
1 impression 15%
2 26%
3-4 31%
5+ 28%
Average Frequency 6.1 times
CAMPAIGN IMPRESSIONS & COMPOSITION Age # Impressions Composition Index UVs Under 18 1,034,482 62 Persons: 18-24 926,667 48 Persons: 25-34 1,967,193 93 Persons: 35-44 4,999,500 157 Persons: 45-54 2,478,917 130 Persons: 55-64 922,811 105 Persons: 65+ 1,208,325 110 HHI # Impressions Composition Index UVs Under $15,000 667,414 57 $15,000-24,999 312,475 54 $25,000-39,999 2,319,615 75 40,000-59,999 2,531,012 89 $60,000-74,999 1,621,396 119 $75,000-99,999 3,516,393 129 $100,000+ 2,569,590 126 HH Size # Impressions Composition Index UVs 1 976,974 124 2 3,616,348 112 3 3,797,016 88 4 3,102,647 101 5+ 2,044,910 93

May-June Campaign Summary
OVERALL GOALS:
Generate 150 Signups
CAMPAIGN FLIGHT/IMPRESSIONS/BUDGET:
5/6/09 – 6/10/09 (reporting through 6/21 for post campaign actions)
~15MM Impressions
TARGETING:
RON: Demo Target
Site Retargeting
Geo-Targeting to Conn, Mass, RI, NY DMA, Philadelphia DMA, Harrisburg PA
CAMPAIGN DELIVERY SUMMARY:
*Data Based on Zedo Reporting (5/6/09-6/21/09) 184 Total Actions CTR .03% Sovereign Bank Impressions Clicks CTR Post Click Actions Post Impressions Action TOTAL 15,805,090 5,220 0.03% 24 160

Overall Delivery by Placement
The 728x90 ad size delivered the most actions
Most of the actions were generated via Post Impression activity
Retargeting was most effective in generating actions with less inventory
CTR 0.03% CTR 0.05% *Data Based on Zedo Reporting (5/6/09-6/21/09)

Campaign Optimization Optimization Lift
The campaign delivered an average of 5 actions per day
20% of the total actions were delivered after the 6/10 end date
Post Campaign 37 More Actions Post Campaign

THANK YOU.

HatlingFlint KNOW Series

by Flint Group on Nov 16, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 2

Statistics

HatlingFlint KNOW Series — Presentation Transcript