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

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

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

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

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

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 §  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

March 2011

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

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.

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

by Networked Insights on Mar 08, 2011

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