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Integrating Media: Search & Social

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This presentation reviews the digital media landscape in Ireland and highlights the importance of full media integration with digital. It also presents a case study from Buzz Tracking, our bespoke social media monitoring software tailored for the Irish market.

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Integrating Media: Search & Social

  1. 1. INTEGRATING MEDIA WITHSEARCH & SOCIAL20TH SEPTEMBER 2012Vanessa Vallejo, Mindshare Ireland
  2. 2. In brief…• Introduction• Digital - Social Ireland• How Mobile & TV Drive Search & Social• Media Integration with Social
  3. 3. Vanessa Vallejo – Head of Search & Analytics 4 years working for digital specialist and media buying agencies in Ireland Working on:
  4. 4. Mindshare - A global network with local expertise
  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 - SOCIALIRELAND
  7. 7. All Social Media Channels are Increasing in Ireland• Biggest Increases – LinkedIn +68% – Twitter +13%• Although Facebook is still the most popular, it had the smallest increase YOY Source: Mindshare State of the Nation, August 2012 n=851
  8. 8. 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)
  9. 9. Advertising spend is not aligned with consumer consumption 18-24 All Adults Source: REDC De-coding digital trends in Ireland 2011
  10. 10. Digital Ireland: Growth Of Mobile Source: REDC De-coding Digital Trends in Ireland 2011
  11. 11. Ask an expertSource: Mindshare/Sponge It Mobile Research, Nov 2010
  12. 12. HOW MOBILE & TVDRIVE SEARCH & SOCIAL
  13. 13. Time spent online now mirrors time spent watching TV2hrs 49 minutes 2hrs 44 minutes Per day each day Sources: IAB & PWC Adspend 2011 Full Year
  14. 14. 77%TV viewers use another device at the same timeImage by Angelrravelor on flickr Source: Google Aug 2012, Understanding Cross - Platform Consumer Behaviour
  15. 15. Multiscreen behaviour is mainstream
  16. 16. 90% of Consumer’s Daily Media Interactions are Screen BasedSource: Google August 2012, Understanding Cross - Platform Consumer Behaviour
  17. 17. Measuring TV Driving Search Unknown brand launches TV goes live website and PPC goes liveDaily visits with PPC: 605 Branded search queries increase 1,050% with TVDaily visits with TV: 2,600
  18. 18. Election 2012 Speeches driving Search/Tweets 28,003 tweets per minute Yahoo search volumes for Michelle Obama increased by 288%
  19. 19. MEDIA INTEGRATIONWITHSOCIAL
  20. 20. Alcohol Brand Sponsoring a Gig
  21. 21. Online Mentions By Day Announcement 16 15 15 Email and text sent to Database Gig 14 12 12 10 Blog post by influential 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 1.5 15 0 Jan 1st – March 24th 83 Days On 24/1/2011 On 24/3/2011
  22. 22. Mentions vs. Ad Spend16 8000 Galway Advertiser 15 15 Wrap14 Gig 7000 1212 6000 Press investment10 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
  23. 23. Without awareness, there isno searchThere are noconversationsTweets, likes or shares. 
  24. 24. Thank You! Daviddecastrob onVanessa Vallejo, Mindshare Ireland t: @vanvallejo Flickrvanessa.vallejo@mindshareworld.com f: facebook.com/vantresca

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