New Tricks for            Media PlanningLearn how to measurably boost the effectiveness of your media spend               ...
Media planning has always revolved around customer                                   segmentation in very traditional cate...
Are rating numbers telling the whole story? The surveys say that                                   guys are tuning in to t...
Celebrity endorsements are typically transaction-driven                                   relationships. “We’ll pay you mi...
Social media has created so much data that monitoring                                   solutions, cookies and other “list...
Warning:                                   Your company is probably creating too much content. It’s                       ...
A major shift is taking place in the advertising world. Paid,                                   owned and earned assets ar...
Insightful                    Current and potential customers are living life online                                   lik...
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5 New Tricks for Media Planning

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An E-Book offering a concise take on how to measurably boost the effectiveness of your media spend.

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5 New Tricks for Media Planning

  1. 1. New Tricks for Media PlanningLearn how to measurably boost the effectiveness of your media spend NETWORKED INSIGHTS Fueling Intelligent Brands
  2. 2. Media planning has always revolved around customer segmentation in very traditional categories: gender, age groups, etc. Now, with the Internet and social media, you have endless ways to segment your audience and countless ways to reach them. So how can you get a better bang for your buck — and prove it? It’s all about identifying the degrees of separation between you and your audience — where customers are spending Can you count time online, and how you strategically plan to meet them there. the degrees of With that knowledge, you can squeeze more from all of separation your company’s content — what you pay for, what you own and what you earn. In other words, determine the minimum between you and effective media spend that will achieve the maximum impact in the market with no wasted dollars. your customer? Social media analysis is the secret sauce. Read on to learn 5 tricks that will forever change your approach to media planning.© 2011, Networked Insights, Inc.
  3. 3. Are rating numbers telling the whole story? The surveys say that guys are tuning in to that randy sitcom. But it’s the women who are lighting up the Internet with tirades over its crudeness or hosannas for its honesty. They’re the ones posting content that will influence others to join the viewing party. Make traditional It’s the same story for audience size. The meters say three million people are watching the show, but the data on social media chatter about it point to an audience twice that big. Or, media work a show may have awful ratings, but the people posting are peer influencers, and they’re in a frenzy over the latest plot twist. harder for you Social media analysis is a path to competitive advantage and greater efficiency in media planning. You can learn where the passionate conversations are happening and place media in the neighborhood. Along with getting more bang for your bucks, you can even make end runs around lockouts by learning in advance where viewers are likely to tune in after the game, and making targeted ads buys in advance.© 2011, Networked Insights, Inc.
  4. 4. Celebrity endorsements are typically transaction-driven relationships. “We’ll pay you millions to be the spokesperson for our product.” Find the That’s changing. Celebrities have Facebook and Twitter followings, and so does your company and its products and perfect match services. Businesses and stars alike are recognizing that they can both benefit by building their brands together. with a celebrity Use social media analysis to understand the points of intersection between your brand, your customers and the fans of a movie star, pop star, star athlete or shooting star — and show how everyone can win from your partnership. Then it will only be a matter time before you’re making beautiful music together.© 2011, Networked Insights, Inc.
  5. 5. Social media has created so much data that monitoring solutions, cookies and other “listening” techniques and tools simply aren’t keeping up. So why not “look” rather than listen? Use social media analysis to mine available data and clearly identify connections. Then optimize your paid and owned content to take advantage of this social Optimize social media intelligence. Take newsfeeds for example. Analyzing your customers’ and search news-reading behaviors and learning what is interesting and useful to them can help you create content around those channels topics and draw them into conversations that you direct. Likewise, if you can use social media analysis to identify keywords that consumers are attaching to your brand — or specific topics that are important to them — you can purchase those as search terms before they become expensive. You can own the terms as both paid and natural markers to guide content creation around topics that resonate with your audiences and drive them to action.© 2011, Networked Insights, Inc.
  6. 6. Warning: Your company is probably creating too much content. It’s time to start thinking about content curation – assembling and managing the best portfolio of information you can about your company and its products and services. Transform When customers visit your company’s website, you want to provide them with the information they will be looking for next from content so they will stay there rather than click away. creator to You can do this is by providing content that is relevant to the customer’s needs – not just content your company content curator creates, but content from users, competitors and commentators. By doing this you create the platform for deeper relationships with customers. You “own” the content around the particular topic or product.© 2011, Networked Insights, Inc.
  7. 7. A major shift is taking place in the advertising world. Paid, owned and earned assets are being coordinated more strategically to maximize their synergies. Example: Should you start with a contest launched with an online video (owned) and then follow up with advertising? Or do you launch with a conversation-starting paid ad, ride the “earned” Take charge lift, and then introduce owned assets into that conversation? of your future Leveraging social data can turn this type of social marketing and media planning into a science by directing the sequencing of paid, owned and earned initiatives. But wait, there’s more. Social data can help you find places where the audience gathers outside of a “premium” ad market (like after the Super Bowl). This allows you to reach the premium audience at a non-premium price. The same dynamics can be brought to bear on buys throughout the year — and your company can benefit from these savings year-round.© 2011, Networked Insights, Inc.
  8. 8. Insightful Current and potential customers are living life online like never before. Insight into what they’re talking about, Analysis and where, through social media analysis isn’t just interesting – it can provide insights that equip you to increase the = effectiveness of your entire media plan. Let’s have a conversation about how your organization can Social benefit from social media intelligence. Email: info@networkedinsights.com Intelligence Phone: 608.237.1867 www.networkedinsights.com© 2011, Networked Insights, Inc.
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