Social Media Week Chicago: All Earned Media Not Equal
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An analysis of the greater value of earned media when driven by an authentic brand experience.
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Social Media Week Chicago: All Earned Media Not Equal
- 1. 1 All Earned Media Is Not Created Equal Experience-Driven Social Marketing: Stronger Advocacy for Bigger Lifts Peter Storck, SVP, Research & Analytics House Party
- 2. WHAT – Experience-driven social marketing WHY – Why it’s so effective – Typical results HOW – Defining your goals – Finding the right advocates – Giving them an experience they’ll never forget – Giving them the tools to share, online & off – Integrating across marketing & media – Measuring what matters Experience for WOM, Online & Off
- 3. WHAT – Experience-driven social marketing WHY – Why it’s so effective – Typical results HOW – Defining your goals – Finding the right advocates – Giving them an experience they’ll never forget – Giving them the tools to share, online & off – Integrating across marketing & media – Measuring what matters Experience for WOM, Online & Off
- 4. Ways to Get Brands in Hands Group- Experience Platform Personal- Experience Platform Social CRM Direct-Mail Sampling Event Sampling In-store/Mall Sampling FSI Sampling Request Sampling Experience-Driven Social Street Sampling Ride-along Sampling Targeting Advocacy
- 5. WHAT – Experience-driven social marketing WHY – Why it’s so effective – Typical results HOW – Defining your goals – Finding the right advocates – Giving them an experience they’ll never forget – Giving them the tools to share, online & off – Integrating across marketing & media – Measuring what matters Experience for WOM, Online & Off
- 6. Earned is the most powerful media & “Experience-driven” is the most powerful earned 6
- 7. www.kellerfay.com Experience-Driven WOM Most Credible 7 57% 53% 63% 60% Credibility/Believability of What Was Heard All WOM Media/Marketing WOM Experience WOM Experience WOM + Media/Marketing Reference % of WOM Rated Highly Credible/Believable “9” or “10” on 0-10 Scale Base: Brand conversations where someone else provided advice (All WOM, n=89,137; Media/Marketing WOM, n=20,154; Good Experience WOM, n=15,276; Good Experience + Media/Marketing Reference, n=8,832) Source: Keller Fay Group’s TalkTrack®, April 2012 – January 2013
- 8. www.kellerfay.com Experience-Driven WOM Most Positive -11% -11% -16% -15% -4% -3% -7% -7% 80% 80% 69% 69% MixedNegative Positive Polarity of Word of Mouth Net Advocacy Positive Less Mixed & Negative Talk All WOM Media/Marketing WOM Experience WOM 47 46 66 8 Base: Brand conversations (All WOM, n=147,512; Media/Marketing WOM, n=33,549; Good Experience WOM, n=26,453; Good Experience + Media/Marketing Reference, n=15,355) Note: Percentages will not add to 100 because neutral is not shown. Source: Keller Fay Group’s TalkTrack®, April 2012 – January 2013 Experience WOM + Media/Marketing Reference 65
- 9. www.kellerfay.com Good Experience Sparks More Conversations than Any Other Marketing Tactic 9 2% 3% 3% 4% 4% 4% 5% 5% 13% 15% 17% A Brand Website Social Media A Store/Shopping Website A Coupon Or Sale An Article or Program Bad Experience Seeing Someone Using a Brand An Ad Seeking Advice Good Experience Had A Need Base: Conversations (All Categories, n=143,487) Note: Percentages will not add to 100 because Something Else is not shown (25%). Source: Keller Fay Group’s TalkTrack®, April – December 2012 Which one of the following comes closest to describing what prompted or “sparked” the conversation? All WOM Shown
- 10. Experience-Driven Social Can Have Mass Reach 10 14.0 8.6 7.0 6.5 5.5 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 Top 10 broadcast shows 1,500-party campaign Premium space on top consumer sites Top 10 cable shows Top 10 magazines UniquePeople(inmillions) Unique people reached by, and typical CPMs of, select major media Sources: The Nielsen Company, Google, Audit Bureau of Circulation (CPM:$20) (CPM:$4) (CPM:$5) (CPM:$15) (CPM:$10)
- 12. Experience-Driven Social Generates Bigger Brand Lifts 12 30% 26% 26% 76% 76% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% Favorability Advocacy-Intent Purchase-Intent Pre-Campaign Post-Campaign Average Favorability, Advocacy-Intent, and Purchase-Intent of the featured product, pre- and post-party, among party guests 155% Lift 196% Lift 183% Lift
- 13. Lifts that Last Longer 13 34% 56% 10% 84% 93% 75% 70% 89% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Product Knowledge Favorability Advocacy-Intent Control Partygoers Conversation Partners Product knowledge, favorability and advocacy-intent of the featured product, among hosts, guests, conversation partners and control, 6 months after a House Party campaign Source: ChatThreads
- 14. “When I saw a commercial for the cooking creme, I literally yelled out loud and said, that's the Philadelphia cooking creme!" 14 Lifts in Marketing Receptivity Post Experience-Driven Campaign Average: 69%
- 16. www.kellerfay.com Over Half of Experience-Driven WOM Contains Strong Recommendations to Try or Buy 40% 25% 7% 40% 28% 7% 51% 25% 5% 53% 28% 5% Buy or Try It Consider It Avoid It All WOM Media/Marketing WOM Experience WOM Experience WOM + Media/Marketing Reference 16 % of WOM Containing Specific Recommendation Base: Brand conversations where someone else provided advice (All WOM, n=89,137; Media/Marketing WOM, n=20,154; Good Experience WOM, n=15,276; Good Experience + Media/Marketing Reference, n=8,832) Note: “No Specific Recommendation Made” not shown so percentages will not add to 100. Source: Keller Fay Group’s TalkTrack®, April 2012 – January 2013 WOM triggered by a good experience that also references a media or marketing element is even more likely to contain a buy it or try it recommendation.
- 17. www.kellerfay.com Experience-Driven WOM Most Likely to Spark Action (especially when combined with media/marketing) 46% 34% 48%47% 37% 46% 54% 41% 55%55% 45% 56% Likely to Pass Along to Others Likely to Seek More info Likely to Purchase All WOM Media/Marketing WOM Experience WOM Experience WOM + Media/Marketing Reference % of WOM Rated Highly Likely to Inspire Action “9” or “10” on 0-10 Scale Base: Brand conversations where someone else provided advice (All WOM, n=89,137; Media/Marketing WOM, n=20,154; Good Experience WOM, n=15,276; Good Experience + Media/Marketing Reference, n=8,832) Source: Keller Fay Group’s TalkTrack®, April 2012 – January 2013 17
- 18. 18© 2014 House Party, Inc. Outlets: Food & Mass Grand Rapids Buffalo Matched Market Studies Measure sales lift & ROI Test Zip codes Control Zip codes Nielsen Matched panel design for a House Party campaign 18
- 19. 19© 2014 House Party, Inc. Test Market Shows Significant Sales Lift 19 Sales of featured product, in test and control zip codes, 2 months after a House Party campaign $308,013 $328,723 $250,000 $270,000 $290,000 $310,000 $330,000 $350,000 Control Zip Codes Test Zip Codes Source: The Nielsen Company.
- 20. 20© 2014 House Party, Inc. Category Analyst Sales Lift in Test Market ChatThreads 9.6% 4.6% Nielsen 4.0% Client 6.3% Nielsen 5.5% 3.0% Client 13.0% Nielsen 5.3% 6.3% Average 7.2% Multiple Studies Show Consistently high ROI *Pending confirmation 3 Months 6 Months* 2,500 Parties $2.50 $5.00 5,000 Parties $3.09 $6.18 $ back for every $1.00 spent
- 21. WHAT – Experience-driven social marketing WHY – Why it’s so effective – Typical results HOW – Defining your goals – Finding the right advocates – Giving them an experience they’ll never forget – Giving them the tools to share, online & off – Integrating across marketing & media – Measuring what matters Experience for WOM, Online & Off
- 22. 22 Define and Design to Your Goals Awareness Purchase Preference Consideration Loyalty Advocacy
- 23. 23 Find the Right People • Demographics • Psychographics • Advocacy (not just “influence”) • Shopping behavior
- 24. Give Them a Great Brand Experience • Make them feel special • Entertain, inspire, educate • Make them want to share • Jonah Berger’s STEPPS: • Social Currency • Triggers • Emotion • Public • Practical Value • Stories
- 25. Let Them Have a Great Brand Experience 25
- 27. Give Them the Tools to Share, Online & Off
- 28. Integrate Your Marketing Sabra House Party Sabra TV
- 29. Measure What Matters Engagement (activities) Advocacy (reach/content) Brand lift Sales lift & ROI What How Digital tracking Surveys Matched market studies Shopper studies
- 30. WHAT – Experience-driven social marketing WHY – More credible, positive, voluminous advocacy for bigger lifts – 150-200% brand lifts; 10-15% sales lifts; $2 ROI in gross profit HOW – Define and design to your goals, from awareness to conversion – Target true advocates, not just “influencers” – Make the experience winning and memorable – Provide the tools to unleash authenticity, online & off – Integrate message, timing, look & feel across all channels – Measure ends more than means; think matched market studies Key Takeaways
- 31. 31 Thank You For more information, contact Kerry Lyons, SVP, Marketing kerry.lyons@houseparty.fun