INTEGRATING	  MEDIA	  WITH	  SEARCH	  &	  SOCIAL	  20TH	  SEPTEMBER	  2012	  	  	  	  Vanessa	  Vallejo,	  	  Mindshare	  ...
In	  brief…	   • 	  Introduc/on	  	   • 	  Digital	  -­‐	  Social	  Ireland	   • 	  How	  Mobile	  &	  TV	  Drive	  Search...
Vanessa	  Vallejo	  –	  Head	  of	  Search	  &	  Analy/cs	                      4 years working for digital specialist and...
Mindshare	  -­‐	  A	  global	  network	  with	  local	  exper/se	  
Mindshare Irelandwas established in 1999.We are 54 people in 2 officesmanaging €110m of clientmedia investment.The #1 medi...
DIGITAL	  -­‐	  SOCIAL	  	  IRELAND	  
All	  Social	  Media	  Channels	  are	  Increasing	  in	  Ireland	  •    Biggest	  Increases	       –  LinkedIn	  	  +68%	...
Time	  Spent	  using	  Social	  Media	                                                                          Q:	  How	 ...
2011	  Irish	  Digital	  vs	  Total	  Media	  Spend	        Classified	           21%	                                     ...
Adver/sing	  spend	  is	  not	  aligned	  with	  consumer	  consump/on	                                                   ...
Digital	  Ireland:	  Growth	  Of	  Mobile	         120%	              Source: REDC De-coding Digital Trends in Ireland 2011
No	  wonder	  Apple	  and	  Samsung	  are	  at	  war                                                          	  
Ask	  an	  expert                                                                          	  Source: Mindshare/Sponge It ...
HOW	  MOBILE	  &	  TV	  DRIVE	  SEARCH	  &	  SOCIAL	  
Mul/screen	  behaviour	  is	  mainstream	  
Time spent online now mirrors time                                                 spent watching TV                      ...
77%	                   	                                                   	   use	                                       ...
90%	  of	  Consumer’s	  Daily	  Media	   Interac/ons	  are	  Screen	  Based	                                          	  S...
Search	  Connects	  Consumers	  Between	  Mul/ple	  Devices	           Source: Google August 2012, Understanding Cross - P...
Measuring	  TV	  Driving	  Search	  	                                                Unknown	  brand	  launches	          ...
Elec/on	  2012	  Speeches	  driving	  Search/Tweets	                                             28,003 tweets            ...
MEDIA	  INTEGRATION	  WITH	  SOCIAL	  
Alcohol	  Brand	  Sponsoring	  a	  Gig	  
Online	  Men/ons	  By	  Day	                   Announcement	     16	                                                      ...
Men/ons	  vs.	  Ad	  Spend	  	   16	                                                                                      ...
Without	  awareness,	  there	  is	   no	  search	  There	  are	  no	  conversa/ons	  Tweets,	  likes	  or	  shares.	  	  	...
Thank	  You!	                                                                                                           Da...
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Integrating Media, Search and Social

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This talk was presented at the Irish Internet Association's first annual Search Meets Social SEO conference

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Integrating Media, Search and Social

  1. 1. INTEGRATING  MEDIA  WITH  SEARCH  &  SOCIAL  20TH  SEPTEMBER  2012        Vanessa  Vallejo,    Mindshare  Ireland    
  2. 2. In  brief…   •   Introduc/on     •   Digital  -­‐  Social  Ireland   •   How  Mobile  &  TV  Drive  Search  &  Social   •   Media  Integra/on  with  Social  
  3. 3. Vanessa  Vallejo  –  Head  of  Search  &  Analy/cs   4 years working for digital specialist and media buying agencies in Ireland Working on:  
  4. 4. Mindshare  -­‐  A  global  network  with  local  exper/se  
  5. 5. Mindshare Irelandwas established in 1999.We are 54 people in 2 officesmanaging €110m of clientmedia investment.The #1 media agency in Ireland.
  6. 6. DIGITAL  -­‐  SOCIAL    IRELAND  
  7. 7. All  Social  Media  Channels  are  Increasing  in  Ireland  •  Biggest  Increases   –  LinkedIn    +68%   –  TwiNer      +13%  •  Although  Facebook  is  s/ll  the  most   popular,  it  had  the  smallest  increase  YOY   Source: Mindshare State of the Nation, August 2012 n=851
  8. 8. Time  Spent  using  Social  Media   Q:  How  oXen  do  you  use  social  media?   Source: Mindshare State of the Nation, August 2012, n= 851
  9. 9. 2011  Irish  Digital  vs  Total  Media  Spend   Classified   21%   Search   45%   €132m Display   34%   *Social  media                      7.3%       Sources: IAB & PWC; GroupM- both 2011 totals, *Social media % estimated from Boards.ie, LinkedIn & Facebook (Classified & Display)
  10. 10. Adver/sing  spend  is  not  aligned  with  consumer  consump/on   18-24 All Adults Source: REDC De-coding digital trends in Ireland 2011
  11. 11. Digital  Ireland:  Growth  Of  Mobile   120%   Source: REDC De-coding Digital Trends in Ireland 2011
  12. 12. No  wonder  Apple  and  Samsung  are  at  war  
  13. 13. Ask  an  expert  Source: Mindshare/Sponge It Mobile Research, Nov 2010
  14. 14. HOW  MOBILE  &  TV  DRIVE  SEARCH  &  SOCIAL  
  15. 15. Mul/screen  behaviour  is  mainstream  
  16. 16. Time spent online now mirrors time spent watching TV      2hrs  49  minutes     2hrs  44  minutes     Per  day   each  day   Sources: IAB & PWC Adspend 2011 Full Year
  17. 17. 77%       use   TV  viewers   another  device  at  the   same  Tme    Image by Angelrravelor on flickr Source: Google Aug 2012, Understanding Cross - Platform Consumer Behaviour
  18. 18. 90%  of  Consumer’s  Daily  Media   Interac/ons  are  Screen  Based    Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour
  19. 19. Search  Connects  Consumers  Between  Mul/ple  Devices   Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour
  20. 20. Measuring  TV  Driving  Search     Unknown  brand  launches   TV  goes  live   website  and  PPC  goes  live            Daily  visits  with  PPC:    605   Branded  search  queries  increase  1,050%    with  TV  Daily  visits  with  TV:    2,600  
  21. 21. Elec/on  2012  Speeches  driving  Search/Tweets   28,003 tweets per minute Yahoo search volumes for Michelle Obama increased by 288%
  22. 22. MEDIA  INTEGRATION  WITH  SOCIAL  
  23. 23. Alcohol  Brand  Sponsoring  a  Gig  
  24. 24. Online  Men/ons  By  Day   Announcement   16   15   15   Email    and  text  sent  to  Database   Gig   14   12   12   10   Blog  post  by   influenTal  blogger   8   7   6   6   6   4   4   4   3   3   3   3   3   3   2   2   2   2   2   2   2   2   2   2   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   Average Per Total Day Peak Low 123 – March 24th 1.5 15 0 24/3/2011 Jan 1st 83 Days On 24/1/2011 On
  25. 25. Men/ons  vs.  Ad  Spend     16   8000   Galway  AdverTser     15   15   Wrap   14   Gig   7000   12   12   6000   Press  investment   10   5000   8   4000   7   Radio,   Outdoor   6   6   6   3000   Outdoor   ended     &  Digital   4   4   4   2000   3   3   3   3   3   3   2   2   2   2   2   2   2   2   2   2   1000   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   1   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0   0  
  26. 26. Without  awareness,  there  is   no  search  There  are  no  conversa/ons  Tweets,  likes  or  shares.      L
  27. 27. Thank  You!   Daviddecastrob  on   Vanessa  Vallejo,  Mindshare  Ireland      t:  @vanvallejo   Flickr   vanessa.vallejo@mindshareworld.com      f:  facebook.com/vantresca    

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