Search and Social Media Scorecard Presentation 09


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The Super Bowl is the biggest Television advertising event of the year – the perfect lab to explore the integration of offline with online ad and marketing campaigns. Reprise Media has been studying this for 5 years so we have the expertise to lay out best practices, things to avoid, and the best ways to capitalize on television advertising and marketing campaigns in search and social media.

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  • Search and Social Media Scorecard Presentation 09

    1. 1. Going for the Extra Point: Integrated Marketing Lessons From the Super Bowl Anthony Iaffaldano Senior Director of Marketing
    2. 2. Today’s Agenda <ul><li>Overview of the Study </li></ul><ul><li>2009 Results </li></ul><ul><li>Integrated Marketing Best Practices </li></ul><ul><li>Q&A </li></ul>
    3. 3. Introduction to Reprise Media <ul><li>Full-service search and social media marketing firm </li></ul><ul><li>Founded in 2003 </li></ul><ul><ul><ul><li>Part of the Interpublic Group </li></ul></ul></ul><ul><li>Offices: </li></ul><ul><ul><ul><li>New York (HQ) </li></ul></ul></ul><ul><ul><ul><li>Boston </li></ul></ul></ul><ul><ul><ul><li>San Francisco </li></ul></ul></ul>
    4. 4. Search Marketing Scorecard Overview
    5. 5. 5 th Annual Search Marketing Scorecard on the Super Bowl <ul><ul><ul><li>Measures advertisers’ performance linking game-day TV commercials with an integrated brand presence in search and social media </li></ul></ul></ul><ul><li>Questions answered by Scorecard: </li></ul><ul><ul><li>Which brands successfully engaged their audiences online? </li></ul></ul><ul><ul><li>Which advertisers could improve in their cross-channel offline/online integration? </li></ul></ul><ul><ul><li>How effective are TV commercials at driving people online? </li></ul></ul><ul><ul><li>Which online advertisers successfully “Ad Drafted” off of the Superbowl ads bought by competitors? </li></ul></ul>
    6. 6. Why the Super Bowl? <ul><li>Audience: 151.6 Million </li></ul><ul><li>Attention: 54% of viewers tune in as much for ads as game </li></ul><ul><li>Action: 30% of viewers “likely to visit the websites of Super Bowl advertisers” </li></ul>*Nielsen Media Research, February 2009 *** Hanon McKendry Poll,
    7. 7. <ul><li>80% of internet sessions begin with search </li></ul>Search is the Gateway to the Internet SOURCE: Harris Interactive Study E*Trade Babies SEARCH SERVICES Organic Search and Social Media Paid Search
    8. 8. Measurement Criteria * 1 2 3 4 Television Integration * * * * * Search Engine Marketing Landing Page Social Media Marketing * * * <ul><li>URL </li></ul><ul><li>Call to action </li></ul><ul><li>Keywords </li></ul><ul><li>Ad copy </li></ul><ul><li>Slogans/ Spokespeople </li></ul><ul><li>Profiles </li></ul><ul><li>Video content </li></ul><ul><li>Integration </li></ul><ul><li>Integration </li></ul><ul><li>Extra content </li></ul><ul><li>Call to action </li></ul>
    9. 9. Top-Line Results
    10. 10. Results TOUCHDOWN FUMBLE <ul><li>Overall Winner: E*Trade </li></ul><ul><li>Hall of Fame: CareerBuilder, GoDaddy </li></ul><ul><li>Consistent Performer: Pepsi </li></ul><ul><li>Newbies: Cash4Gold, Kellogg’s Frosted Flakes </li></ul><ul><li>Beer: Budweiser / Heineken </li></ul><ul><li>Movies: Pixar’s Up, Transformers 2 </li></ul><ul><li>Restaurants/Fast Food: Taco Bell, Denny’s </li></ul>
    11. 11. Integration is on the rise <ul><li>1 in 5 ads included an online call to action </li></ul><ul><li>69% of brands represented in paid search </li></ul><ul><li>51% of br ands incorporated social media </li></ul><ul><li>Only ¼ built links between their landing pages & social media </li></ul>Percent of brands appearing in organic & paid results for their brand name
    12. 12. Integrated Marketing Best Practices
    13. 13. Maintain A Consistent Message <ul><li>Guide consumers that seek you out </li></ul>
    14. 14. Make Your Landing Page A Jumping Off Point
    15. 15. Use Social Media to Engage With Customers Twitter provided several companies with a way to engage directly with their consumers. Which can be both good and bad….
    16. 16. Twitter: Real-Time, Incredibly Blunt Feedback
    17. 17. Anticipate All The Ways People Might Look For You “” “ Confidence Comes Standard” “David Abernathy” “Gompers” “Aristotle”
    18. 18. Anticipate How They’ll Search For Your Competition, Too “ Your Calling Is Calling” “ Start Building”
    19. 19. Oh, And Don’t Forget About Your Website +1,719% * *TNS Compete, February 2009
    20. 20. Summary <ul><li>Use consistent messaging across channels </li></ul><ul><li>Your landing page can also be a starting point </li></ul><ul><li>Anticipate all variations on user demand , both for your brand and your competition </li></ul><ul><li>Stress test your campaign components </li></ul>
    21. 21. For more Search & Social Media Coverage: Twitter: @brooklahn