March	  2011	  
Why	  use	          social	  data	  to	          inform	  your	          media	  plan?	  2	                       ©	  2011...
Macro	  Trends	  Enterprise	  Time	  Spent	  	      3	                                                     Time	     ©	  2...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Macro	  Trends	                                         Data Gathering                                       Insights     ...
Brands	  cannot	  afford	  to	  outspend	  their	  ecosystem	                                            While	  innovaNve	...
Networked	  Insights	  allows	  brands	  to	  	            achieve	  massive	  media	  efficiency	                          ...
7	  Ways	  to	  Use	  Social	  Media	  in	  Media	  Planning	           Execu&ve	  summary:	           1.  OpNmizaNon	  of...
1.	  OpNmizaNon	  of	  Current	  Buy	                                             Finding	  Diamonds	  in	  the	  Rough	  ...
1.	  OpNmizaNon	  of	  Current	  Buy	                                                    Finding	  Diamonds	  in	  the	  R...
2.	  Finding	  Shows	  Before	  They	  Go	  Mainstream	  	                                              Iden&fying	  a	  h...
2.	  Finding	  Shows	  Before	  They	  Go	  Mainstream	  	                                                         Iden&fy...
3.	  Audience	  SegmentaNon	                                        Targe&ng	  audiences	  through	  hyper-­‐             ...
3.	  Audience	  SegmentaNon	                                                       Targe&ng	  audiences	  through	  hyper-...
4.	  MaximizaNon	  of	  Paid,	  Earned,	  Owned	                                                      October	  	  1.2%	  ...
4.	  MaximizaNon	  of	  Paid,	  Earned,	  Owned	                                                      October	  	  1.2%	  ...
5.	  Finding	  a	  Celebrity	  Endorser	                                               Find	  the	  intersec&on	  of	  Bra...
5.	  Finding	  a	  Celebrity	  Endorser	                                                             Find	  the	  intersec...
6.	  IdenNfy	  Content	  That	  Plays	  to	  a	  Target	                                                 Fans	  will	  tel...
6.	  IdenNfy	  Content	  That	  Plays	  to	  a	  Target	                                                           Fans	  ...
7.	  Integrate	  Your	  Brand	  with	  a	  Show	                                                                   What’s ...
Bonus	  Case	  Study:	  Super	  Bowl	  Fans	  Pile	  On!	                                               ²    Teleflora	  p...
Our	  Vision	  is	  to	  help	  you	  plan	  across	  all	                                                                ...
To	  plan	  more	  Networked	  Insights	       than	  $5	  Billion	  uses	  Earned	  Media	                               ...
Get	  a	  FREE	  Copy	  of	  our	  eBook	                     Go	  here	  	  -­‐	  http://bit.ly/5tricks30	               ...
We	  fuel	  insights,	  helping	  brands	  and	  their	             agencies	  make	  beper	  markeNng	  decisions.	  	  D...
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7 Ways to Inform your Media Planning using Social Data

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Consumers are talking about brands more than ever before online. Social Media captures these conversations in various forms and if tapped right can uncover a vast array of information that can impact your media investments. Applying this knowledge to optimize your ad spend can generate efficiencies of more than 10 percent! Join Adweek and Networked Insights for a free webinar and dig deeper into Social Media data and get past GRPs & TRPs to uncover what consumers are talking about and where - just in time for the upfronts.

In this webinar you will learn:

* Value gained exploiting shows undervalued by Nielsen.
* Hyper-segmentation approaches that go beyond "Adults 18 to 49."
* How social can point the way to premium audiences at non-premium prices.
* How to coordinate paid, earned, and owned assets to generate a "social lift" and make your spend go farther.

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7 Ways to Inform your Media Planning using Social Data

  1. 1. March  2011  
  2. 2. Why  use   social  data  to   inform  your   media  plan?  2   ©  2011  Networked  Insights  
  3. 3. Macro  Trends  Enterprise  Time  Spent     3   Time   ©  2011  Networked  Insights  
  4. 4. Macro  Trends   Data Gathering Insights ActionsEnterprise  Time  Spent     Data Gathering was strategic 4   Time   ©  2011  Networked  Insights  
  5. 5. Macro  Trends   Data Gathering Insights ActionsEnterprise  Time  Spent     The  Web   Data Gathering was strategic 5   Time   ©  2011  Networked  Insights  
  6. 6. Macro  Trends   Data Gathering Insights ActionsEnterprise  Time  Spent     The  Web   Data Gathering •  Rapid Learning was strategic was key to efficiency gains •  Search Excelled •  Google was the Champion 6   Time   ©  2011  Networked  Insights  
  7. 7. Macro  Trends   Data Gathering Insights Actions Consumer  Web  Enterprise  Time  Spent     The  Web   Data Gathering •  Rapid Learning was strategic was key to efficiency gains •  Search Excelled •  Google was the Champion 7   Time   ©  2011  Networked  Insights  
  8. 8. Macro  Trends   Data Gathering Insights Actions Consumer  Web  Enterprise  Time  Spent     The  Web   Data Gathering •  Rapid Learning was strategic was key to •  Exponential efficiency gains data growth •  Search causes data Excelled overload •  Google was the Champion 8   Time   ©  2011  Networked  Insights  
  9. 9. Macro  Trends   Data Gathering Insights Actions Real-­‐Time  Web   Consumer  Web  Enterprise  Time  Spent     The  Web   Data Gathering •  Rapid Learning was strategic was key to •  Exponential efficiency gains data growth •  Search causes data Excelled overload •  Google was the Champion 9   Time   ©  2011  Networked  Insights  
  10. 10. Macro  Trends   Data Gathering Insights Actions Real-­‐Time  Web   Consumer  Web  Enterprise  Time  Spent     The  Web   Data Gathering •  Rapid Learning was strategic was key to •  Exponential •  Contextual Discovery efficiency gains data growth leads to efficiency in •  Search causes data Insight and actions Excelled overload •  This is Networked •  Google was the Insights Core Champion Technology 10   Time   ©  2011  Networked  Insights  
  11. 11. Brands  cannot  afford  to  outspend  their  ecosystem   While  innovaNve  product  jumpstarts   brands,  markeNng  quickly  becomes   the  differenNator     Word  of  mouth  has  become   Word  of  web         More  focused  brands  are  the  early   adopters  of  social  media-­‐driven   markeNng  11   ©  2011  Networked  Insights  
  12. 12. Networked  Insights  allows  brands  to     achieve  massive  media  efficiency   Social  Data  is  the  key   to  efficiency  in  all   media  spend  (TV  and   digital;  paid,  owned,   and  earned)     At  least  10%  of   efficiency  across  the   enNre  media  spend    12   ©  2011  Networked  Insights  
  13. 13. 7  Ways  to  Use  Social  Media  in  Media  Planning   Execu&ve  summary:   1.  OpNmizaNon  of  Current  Buy   2.  Finding  TV  shows  before  they  go  mainstream   3.  Audience  SegmentaNon   4.  MaximizaNon  of  Paid,  Owned,  Earned  Media   5.  Finding  a  Celebrity  Endorser   6.  IdenNfy  Content  That  Plays  to  a  Target   7.  Integrate  Your  Brand  in  a  Show    13   ©  2011  Networked  Insights  
  14. 14. 1.  OpNmizaNon  of  Current  Buy   Finding  Diamonds  in  the  Rough   ²  Nielsen  defines  market  value  of  a   show  by  Gross  RaNng  Points  (GRPs)   and  Target  RaNng  Points  (TRPs)   ²  Buying  shows  where  social  data   shows  a  highly  engaged  audience   and  tradiNonal  data  shows  low   GRPs/TRPs  produces  opNmized   buys  and  tremendous  value  14   ©  2011  Networked  Insights  
  15. 15. 1.  OpNmizaNon  of  Current  Buy   Finding  Diamonds  in  the  Rough   ²  Nielsen  defines  market  value  of  a   show  by  Gross  RaNng  Points  (GRPs)   and  Target  RaNng  Points  (TRPs)   ²  Buying  shows  where  social  data   shows  a  highly  engaged  audience   and  tradiNonal  data  shows  low   GRPs/TRPs  produces  opNmized   buys  and  tremendous  value   OUTPUT   Made  $7,000,000  perform  like  $10,000,000     a  42%  Increase  In  Ad  Performance  15   ©  2011  Networked  Insights  
  16. 16. 2.  Finding  Shows  Before  They  Go  Mainstream     Iden&fying  a  hit  before  it  goes  on  air   ²  TradiNonal  raNngs  need  an  audience   to  see  a  show  air  before  they  can  get   audience  reacNon   ²  Social  data  is  predicNve:  buzz  before   the  show  airs  can  point  the  way  to  a   great  buy  before  the  market  has   realized  the  high  value  16   ©  2011  Networked  Insights  
  17. 17. 2.  Finding  Shows  Before  They  Go  Mainstream     Iden&fying  a  hit  before  it  goes  on  air   ²  TradiNonal  raNngs  need  an  audience   to  see  a  show  air  before  they  can  get   audience  reacNon   ²  Social  data  is  predicNve:  buzz  before   the  show  airs  can  point  the  way  to  a   great  buy  before  the  market  has   realized  the  high  value   OUTPUT   Spent  $65,000  per  30-­‐second  spot   rather  than  spending  $220,000  per  30-­‐second  spot    17   ©  2011  Networked  Insights  
  18. 18. 3.  Audience  SegmentaNon   Targe&ng  audiences  through  hyper-­‐ segmenta&on   ²  TradiNonal  metrics  lead  to  expensive   buys  for  shows  and  other  channels   that  can  deliver  along    only  a  few  key   demographics   ²  Social  data  can  find  audiences   through  context  and  conversaNon   leading  to  more  efficient  18   ©  2011  Networked  Insights  
  19. 19. 3.  Audience  SegmentaNon   Targe&ng  audiences  through  hyper-­‐ segmenta&on   ²  TradiNonal  metrics  lead  to  expensive   buys  for  shows  and  other  channels   that  can  deliver  along    only  a  few  key   demographics   ²  Social  data  can  find  audiences   through  context  and  conversaNon   leading  to  more  efficient   OUTPUT   How  to  Reach  Premium  Viewers  Without  Paying  Premium  Pricing  19   ©  2011  Networked  Insights  
  20. 20. 4.  MaximizaNon  of  Paid,  Earned,  Owned   October    1.2%   Breaking  down  Silos  and  earning     September    0.3%   social  liG  Earned     ²  These  themes  areas  have  ojen  been   August    2.6%  Media     run  by  separate  departments  within  a  Ripple   brand  or  agency;  synergies  not  well   July    1.7%   June    0.1%   coordinated   May    0.7%   April    0.7%   ²  Social  data  can  help  sequence  these   March    0.2%   February  0.7%   areas  to  create  synergies  and  provide   social  lij   Earned  Impressions   Earned  Brand  Value*   31,383,872   $62,768   20   ©  2011  Networked  Insights  
  21. 21. 4.  MaximizaNon  of  Paid,  Earned,  Owned   October    1.2%   Breaking  down  Silos  and  earning     September    0.3%   social  liG  Earned     ²  These  themes  areas  have  ojen  been   August    2.6%  Media     run  by  separate  departments  within  a  Ripple   brand  or  agency;  synergies  not  well   July    1.7%   June    0.1%   coordinated   May    0.7%   April    0.7%   ²  Social  data  can  help  sequence  these   March    0.2%   February  0.7%   areas  to  create  synergies  and  provide   social  lij   Earned  Impressions   Earned  Brand  Value*   31,383,872   $62,768   OUTPUT   Spent  $18  million  instead  of  $30  million  on  new  product  launch     21   ©  2011  Networked  Insights  
  22. 22. 5.  Finding  a  Celebrity  Endorser   Find  the  intersec&on  of  Brand  X  and   Celebrity  Y   ²  Focus  groups  are  slow,  biased,  and   expensive   ²  Quickly  and  efficiently  test  different   celebriNes  as  candidates  for  brand   endorsers  with  social  data  22   ©  2011  Networked  Insights  
  23. 23. 5.  Finding  a  Celebrity  Endorser   Find  the  intersec&on  of  Brand  X  and   Celebrity  Y   ²  Focus  groups  are  slow,  biased,  and   expensive   ²  Quickly  and  efficiently  test  different   celebriNes  as  candidates  for  brand   endorsers  with  social  data   OUTPUT   Instead  of  spending  $  on  the  wrong  celeb  for  your  brand,   spend  less  on  the  right  one  23   ©  2011  Networked  Insights  
  24. 24. 6.  IdenNfy  Content  That  Plays  to  a  Target   Fans  will  tell  you  what  they  like     ²  SomeNmes  other  brands  beat  you  to   the  punch  and  buy  up   an  exclusive  on  TV   ²  Social  data  analysis  can  quickly   idenNfy  the  same  audience  online   and  show  you  how  to  reach  the  same   impact  at  a  fracNon  of     the  price  24   ©  2011  Networked  Insights  
  25. 25. 6.  IdenNfy  Content  That  Plays  to  a  Target   Fans  will  tell  you  what  they  like     ²  SomeNmes  other  brands  beat  you  to   the  punch  and  buy  up   an  exclusive  on  TV   ²  Social  data  analysis  can  quickly   idenNfy  the  same  audience  online   and  show  you  how  to  reach  the  same   impact  at  a  fracNon  of     the  price   OUTPUT   How  to  make  $2  million  dollars  of  ad  budget   deliver  $42  million  dollars  of  payback    25   ©  2011  Networked  Insights  
  26. 26. 7.  Integrate  Your  Brand  with  a  Show   What’s Being Discussed “Has  anyone  seen  this?  I  was  watching   the  premier  of  The  Walking  Dead  last   night  and  a  commercial  came  on  with  a   Corolla  S  that  was  driving  through   zombies.  It  was  amazing!  I  got  so  excited  I   almost  did  a  backflip  out  of  my  bed.”     ToyotanaNon.com  26   ©  2011  Networked  Insights  
  27. 27. Bonus  Case  Study:  Super  Bowl  Fans  Pile  On!   ²  Teleflora  placed  only  one  ad,  but  had  the   highest  efficiency  of  spend   ²  Chrysler  had  the  highest  social  lij  —   377%—  but  they  had  to  spend  a  lot  more   to  get  it   ²  SenNment  is  always  a  factor,  and   Teleflora  did  well  with  79%  of  comments   posiNve   ²  Volkswagen  had  the  highest  posiNve   senNment  at  89%   ²  Chrysler  had  the  highest  negaNve   senNment  of  the  top  10   ²  Check  out  our  report  on  the  Oscars  –   featured  on  homepage  27   ©  2011  Networked  Insights  
  28. 28. Our  Vision  is  to  help  you  plan  across  all     Paid  Owned  Earned  Media!   Paid   Owned   Earned   Print,  Television,  Radio,   Brochure,  Retail  stores,     Word  of  mouth,  Facebook,   Magazines,  Cinema,  Outdoor,   Company  website,  Microsite,   Twiper,  Digg,  Youtube,  Flickr,   Banners,  Direct  mail,  SEM/Paid   Community,  Facebook  Fanpage,   Blogs,  Forums   Search,  In-­‐store  media   Mobile  apps,  etc.       Prospects   Customers   Advocates  28   ©  2011  Networked  Insights  
  29. 29. To  plan  more  Networked  Insights   than  $5  Billion  uses  Earned  Media   dollars  of  Media   Spend  in  2011  29   ©  2011  Networked  Insights  
  30. 30. Get  a  FREE  Copy  of  our  eBook   Go  here    -­‐  http://bit.ly/5tricks30     ©  2011  Networked  Insights  
  31. 31. We  fuel  insights,  helping  brands  and  their   agencies  make  beper  markeNng  decisions.    Dan  Neely   Founded  in  2006  by  industry  leaders  and    608-­‐237-­‐1867                     seasoned  entrepreneurs  in  the  fields  of  social    daniel.neely@networkedinsights.com   media  and  customer  intelligence.     Headquartered  in  Madison,  WI,  with  offices    networkedinsights.com     in  New  York  and  Chicago.        
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