How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights
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How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights

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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 ...

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.

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How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights Presentation Transcript

  • 1 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Infusing Media Planning with Social DataSean Corcoran, Sr. AnalystMarch 8, 20112 © 2011 Forrester Research, Inc. Reproduction Prohibited 2009
  • This Internet thing is pretty popular There are over 1.6 billion people online across the globe and the BRIC countries will represent one third of the online population by 20143 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • …but it’s not just the Internet§  More than 80% of U.S. adults own a mobile phone§  70% of U.S. households have a desktop PC and 50% have a laptop§  39% of U.S. households have a video game console§  37% of U.S. households have a DVR§  13% of U.S. households have satellite radio Source: Forrester North Americans Technographics Interactive4 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
  • Smartphones are breaking open the mobile world §  Nearly 1 in 5 U.S. adults own a smartphone §  Nielsen has predicted that more Americans will own smartphones than “feature phones” by Q3 of this year §  1 out of 4 U.S. adults have an unlimited data plan §  Apple sold its 10 billionth app in January Source: Forrester North Americans Technographics Interactive5 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
  • Tablet growth is exploding82 million U.S. adults willown a tablet PC by 20156 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Even TV is changing25% of U.S. online adultswatch full length TV show online each month7 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • This social media thing is realMore than 4 out of 5 online U.S. adults now participate insocial media each month…and nearly 7 out of 10 European online adults too 8 Sources: © 2011 Forrester Research, Inc. Reproduction Prohibited Forrester Social Technographics Survey Q4, 2009
  • Social networks are really popular59% of U.S. online adults are visiting social networks atleast once per month…and 50% of online Metro Chinese adults too9 Sources: © 2011 Forrester Research, Inc. Reproduction Prohibited Forrester Social Technographics Survey Q1, 2010
  • People are VERY active with social media Nearly one third of US online adults are “Conversationalists” – they post status updates on social sites at least weekly10 © 2011 Forrester Research, Inc. Reproduction Prohibited Sources: Forrester Social Technographics Survey Q1, 2010
  • The Millennials lead the way §  Online U.S. 18-24 –  54% visit social networking sites on a daily basis –  54% watch user generated video on a weekly basis –  57% have 100+ friends on Facebook –  54% access the mobile Internet on a weekly basis –  71% have a gaming console in their home Source: Forrester North Americans Technographics Interactive11 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
  • People are empowered Thanks to the groundswell, your customers now wield unprecedented power through social, mobile, and other technologies.12 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • All of a sudden our marketing toolbox doesn’t seem to make sense13 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Marketers have been on the hunt14 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • …but the hunters have become the hunted15 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • A new era of marketing is upon us §  The Era Of Adaptive Marketing –  A flexible approach in which marketers respond quickly to their environment to align customer and brand goals to maximize return on brand equity.16 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • In the Adaptive Era §  Marketing evolves from a focus on push to pull §  The Groundswell (social media) is mainstream §  Marketing communication is “always on” §  Consumers move from passive audience to active participants §  Budget will continue to shift to online media §  Intelligence drives decisions in real time17 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • “Earned, Owned, Paid” redefines the media mix •  Reviews/Ratings •  Blog posts & comments •  Listening platforms Earned Media •  Volume, Sentiment, etc. “The Result”•  Web site •  Paid Search•  Mobile site •  Display ads Owned Media Bought Media•  Facebook •  Video ads “The Portable Brand” “The Catalyst”•  Twitter •  Sponsorships•  YouTube 18 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • The transition has begun19 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Marketers have been shifting budgets toward earned and owned media20 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Paid media (advertising) will catalyze21 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Owned media makes the brand portable22 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • “Shiny Object Syndrome” rages on23 © 2011 Forrester Research, Inc. Reproduction Prohibited Sources: Trendrr.com, Google Trends
  • Word-Of-Mouth Is Now Media (Earned Media)Word-of-mouth impressions made by people onother people online in the U.S. in 2009: Source: Forrester North Americans Technographics Empowerment24 © 2011 Forrester Research, Inc. Reproduction Prohibited Survery Q4 2009
  • And It Lives On25 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • And it’s not just online as earned media can extend the experience of traditional marketing like TV + 1.82  26 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Nike Weaves Earned, Owned, and Paid Together27 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • The Internet can provide some really interesting data Source: Daniel Huffman http://cartastrophe.wordpress.com/author/28 © 2011 Forrester Research, Inc. Reproduction Prohibited somethingaboutmaps/
  • Demographics and psychographics don’t tell the whole story Today’s media planning tools are missing the point. Men 18-34 with an interest in sports ignores one of the most powerful and important elements – influence.29 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • What It Means: An up hill battle for marketers30 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • What It Means §  Mindset change –  Ironically, traditional mass media ignores people’s relationships with each other §  Roles –  Earned, Owned, Paid Media requires the blurring of traditional roles such as media planning, public relations, and even customer service §  Skills –  A swing toward the left brain (analytics and technology) §  Partners –  Agencies, especially media agencies, need to focus on all forms of media, not just paid §  Tools –  Intelligence – real time, includes influence, builds relationships with people31 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Thank youSean CorcoranTwitter: @seancor © 2009 Forrester Research, Inc. Reproduction Prohibited
  • March  2011  
  • Why  use   social  data  to   inform  your   media  plan?  34   ©  2011  Networked  Insights  
  • 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 35   Time   ©  2011  Networked  Insights  
  • Brands  cannot  afford  to  outspend  their  ecosystem   While  innovaKve  product  jumpstarts   brands,  markeKng  quickly  becomes   the  differenKator     Word  of  mouth  has  become   Word  of  web         More  focused  brands  are  the  early   adopters  of  social  media-­‐driven   markeKng  36   ©  2011  Networked  Insights  
  • Networked  Insights  allows  brands  to     achieve  massive  media  efficiency   Social  Data  is  the  key   to  efficiency  in  all   media  spend  (TV  and   digital;  earned,   owned,  and  paid)     At  least  10%  of   efficiency  across  the   enKre  media  spend    37   ©  2011  Networked  Insights  
  • 7  Ways  to  Use  Social  Media  in  Media  Planning   Execu,ve  summary:   1.  OpKmizaKon  of  Current  Buy   2.  Finding  TV  shows  before  they  go  mainstream   3.  Audience  SegmentaKon   4.  MaximizaKon  of  Earned,  Owned,  Paid  Media   5.  Finding  a  Celebrity  Endorser   6.  IdenKfy  Content  That  Plays  to  a  Target   7.  Integrate  Your  Brand  in  a  Show    38   ©  2011  Networked  Insights  
  • 1.  OpKmizaKon  of  Current  Buy   Finding  Diamonds  in  the  Rough   ²  Nielsen  defines  market  value  of  a   show  by  Gross  RaKng  Points  (GRPs)   and  Target  RaKng  Points  (TRPs)   ²  Buying  shows  where  social  data   shows  a  highly  engaged  audience   and  tradiKonal  data  shows  low   GRPs/TRPs  produces  opKmized   buys  and  tremendous  value  39   ©  2011  Networked  Insights  
  • 2.  Finding  Shows  Before  They  Go  Mainstream     Iden,fying  a  hit  before  it  goes  on  air   ²  TradiKonal  raKngs  need  an  audience   to  see  a  show  air  before  they  can  get   audience  reacKon   ²  Social  data  is  predicKve:  buzz  before   the  show  airs  can  point  the  way  to  a   great  buy  before  the  market  has   realized  the  high  value  40   ©  2011  Networked  Insights  
  • 3.  Audience  SegmentaKon   Targe,ng  audiences  through  hyper-­‐ segmenta,on   ²  TradiKonal  metrics  lead  to  expensive   buys  for  shows  and  other  channels   that  can  deliver  along  a  few  key   demographics   ²  Social  data  can  find  audiences   through  context  and  conversaKon   leading  to  more  efficient  buys  of   hyper-­‐targets  —  eg,  the  intersecKon   of  auto  enthusiasts  and  fans  of  a   show  or  a  website  41   ©  2011  Networked  Insights  
  • 4.  MaximizaKon  of  Earned,  Owned,  Paid   Breaking  down  Silos  and  earning     social  liI   ²  These  themes  areas  have  oien  been   run  by  separate  departments  within  a   brand  or  agency;  synergies  not  well   coordinated   ²  Social  data  can  help  sequence  these   areas  to  create  synergies  and  provide   social  lii  42   ©  2011  Networked  Insights  
  • 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   celebriKes  as  candidates  for  brand   endorsers  with  social  data  43   ©  2011  Networked  Insights  
  • 6.  IdenKfy  Content  That  Plays  to  a  Target   Fans  will  tell  you  what  they  like     ²  Focus  groups  are  slow,  biased,  and   expensive   ²  Quickly  and  efficiently  test  different   content  —  such  as  arKcles,  apps,  and   offers  —  with  social  data  44   ©  2011  Networked  Insights  
  • 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.”     ToyotanaKon.com  45   ©  2011  Networked  Insights  
  • 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  lii  —   377%—  but  they  had  to  spend  a  lot  more   to  get  it   ²  SenKment  is  always  a  factor,  and   Teleflora  did  well  with  79%  of  comments   posiKve   ²  Volkswagen  had  the  highest  posiKve   senKment  at  89%   ²  Chrysler  had  the  highest  negaKve   senKment  of  the  top  10   ²  Watch  for  our  report  on  the  Oscars  46   ©  2011  Networked  Insights  
  • Our  Vision  is  to  help  you  plan  across  all     Earned  Owned  Paid  Media!   Earned   Owned   Paid   Word  of  mouth,  Facebook,   Brochure,  Retail  stores,     Print,  Television,  Radio,   Twimer,  Digg,  Youtube,  Flickr,   Company  website,  Microsite,   Magazines,  Cinema,  Outdoor,   Blogs,  Forums   Community,  Facebook  Fanpage,   Banners,  Direct  mail,  SEM/Paid   Mobile  apps,  etc.   Search,  In-­‐store  media       Advocates   Customers   Prospects  47   ©  2011  Networked  Insights  
  • To  plan  more  Networked  Insights   than  $5  Billion  uses  Earned  Media   dollars  of  Media   Spend  in  2011  48   ©  2011  Networked  Insights  
  • Get  a  FREE  Copy  of  our  eBook   Go  here    -­‐  http://bit.ly/5tricks  49   ©  2011  Networked  Insights  
  • We  fuel  insights,  helping  brands  and  their   agencies  make  bemer  markeKng  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.