[Matt Gault] Marketing, Engajamento e Lucratividade - CONAREC

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[Matt Gault] Marketing, Engajamento e Lucratividade - CONAREC

  1. 1. Consumers want to be Engaged with; not simply Talked To.
  2. 2. Consumers Have the Power
  3. 3. Because they Control the Money
  4. 4. Social Allows them to Flex!
  5. 5. Social Accelerates Word of Mouth
  6. 6. They are Talking: Good or Bad
  7. 7. Social can Empower Brands to Listen
  8. 8. It’s Critical that Brands Listen58% of Consumers think Brands simply want to sell ANYproduct to them versus the RIGHT productOnly 17% of Consumers thought that Brands actuallylistened to the input of Consumers75% of Consumers said that they would view the Brand morepositively if the Brand knew his / her Needs and Interests84% of Consumers used their personal Network (Family,Friends, Social Commentary, Review Websites, etc) beforethey purchased something new33% of Consumers said looked more positively atBrands with a solid Social Presence versus 16% forBrands that do not Alterian Brand At Risk Study: 2010
  9. 9. ROI #1:Marketing ToInfluencers
  10. 10. Brands have Millions of Customers
  11. 11. Among those Millions, Who Can Influence? 1 to 1 to Many
  12. 12. The New Customer Life Time ValueCLTV = CSV + CRV Don Peppers –Alterian Summit / 2010
  13. 13. Example:
  14. 14. Daily Volume – Blue Diamond Growers
  15. 15. Share of Voice – Blue Diamond Growers
  16. 16. Sentiment – Blue Diamond Growers I‟m Mad at your I Love your Brand. brand.
  17. 17. View Results – Blue Diamond Growers Your close friend @HungryGirl commenting about Almond Breeze. She is a major influencer in social media!
  18. 18. Consumers Interact Via Multiple Channels so Brands should do the Same
  19. 19. Better Engagement Can Help Find Influencers
  20. 20. ROI #2 2011 Alterian Buzz Bowl FindingsLooking Beyond the 30 Second Spot Hashtag #BuzzBowl Published by Alterian
  21. 21. Looking Beyond the 30 Second Spot Devise a model that helps quantify social media in a way that is useful for marketing decision making
  22. 22. The Super Bowl has become an iconicsymbol of the power of the 30 second spot!• 111M (US) Viewers – Highest Rated Super Bowl Ever• ~$250M spent on the media purchase alone• 70+ in-game spots spread across 27 pods• Average paid per spot $3M• 20 Brands purchased more than 30 seconds of commercial time
  23. 23. Looking Beyond the 30 Second SpotThe Questions for All Brands:• Was the Investment Worthwhile?• Can we Quantify the Results?• How do we Compare to other Advertisers?• What was the Longevity of the Spot?The Question for us to Explore:• Can we use Social Media to Help Answer Those Questions?
  24. 24. Methodology - Three Phases of Social Intelligence Social conversations take place in myriad channels. It‟s not just about grabbing Twitter feeds, but the 1. triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs.
  25. 25. Listening - Collecting the right data • Collected conversations related to the Super Bowl and advertising • Searched for results related to Conversations Taxonomy of the topic, not the about the Advertising Super Bowl Terms Brands • Collected 433,531 conversations (~40% increase from 2010) • Human analysis to remove „bad‟ 433,531 Total Conversations results and domains
  26. 26. Listening - Collecting the right data • Two Step Process • Only after collecting “on- topic” conversations do Conversations we attribute to the brand about the • Consistent approach for Super Bowl all brands • Avoids the problem of Taxonomy some brands having of more „organic‟ mentions 35 Brands Advertising • Use Category Rules to Terms automate the process • Collected 241,318 Brand Conversations (~55% increase from 2010) 241,318 Brand Conversations
  27. 27. Listening - Three Time Periods Time Period Dates Days Results Pregame Dec. 1 – 67 141,142 Feb. 5 Gameday Feb. 6 & 2 200,636 Feb. 7 Postgame Feb. 8 – 27 91,735 Mar. 6 46% of Conversations were on Gameday
  28. 28. Methodology - Three Phases of Social Intelligence Social conversations take place in myriad channels. It‟s not just about grabbing Twitter feeds, but the triangulation of all 1. possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. Collecting data is essential, but it‟s only the first step in building value. A real point of 2. differentiation is the ability to convert that into actionable insights. Semantical analysis is part of this, but so is inclusion of multi-channel data.
  29. 29. Learning Environment Cost Analysis Indices Sentiment Duration / IntensitySyndicated Data Volume
  30. 30. Metric 1 - Reach For each mention: Mention Author x Factor
  31. 31. Metric 2 - Social Engagement Index (SEI) ∑ Brand Reach x 100 Average Advertisers Reach
  32. 32. Metric 3 - Social Sentiment Engagement Index (SSEI) Mention x Reach x (+/- 1) x 100 Average Advertisers
  33. 33. Metric 4 - Cost Per Social Impression (CPSI) Brand Social Reach Media Spend
  34. 34. Metric 5 - Longevity Index Brand Mentions Game + 30 Average Mentions Game + 30
  35. 35. Three Phases of Social Intelligence Social conversations take place in myriad channels. It‟s not just about grabbing Twitter 1. feeds, but the triangulation of all possible sources from Facebook, to surveys and reviews, to industry association communities, and blogs. Collecting data is essential, but it‟s only the first step in building value. A real point of 2. differentiation is the ability to convert that into actionable insights. Semantical analysis is part of this, but so is inclusion of multi-channel data. The last phase is to turn those standard metrics into insights that marketers can use. The best insights are not useful if it is not understandable 3. in the right hands. A key ingredient to making social intelligence impactful on marketers is the UNDERSTAND isolation and elevation of key points.
  36. 36. Aggregate Reach • TV Viewership for the 2011 Super Bowl was estimated at 111 Million Viewers in the US • Conversations about Chrysler had the furthest Social Reach of 116 Million • The Average advertiser had a potential Reach of 20.5 Million Social Reach shows us that Social Media is large and important channel. Marketers that can effectively leverage Social Media can significantly expand the audience.
  37. 37. Most Engaged - SEI
  38. 38. Most Loved – SSEI
  39. 39. Varying Returns - CPSI $2,00 $1,94 $1,80 $1,60 $1,43 $1,40 $1,25 $1,20 $1,00 $0,80 $0,80 $0,73 $0,59 $0,60 $0,53 $0,47 $0,46 $0,35 $0,36 $0,40 $0,32 $0,31 $0,33 $0,28 $0,22 $0,24 $0,14 $0,17 $0,14 $0,16 $0,20 $0,12 $0,10 $0,12 $0,13 $0,11 $0,07 $0,06 $0,07 $0,07 $0,06 $0,03 $- $- $- Alterians Cost Per Social Impression (CPSI) Best: Groupon $0.03 Average: $0.36 per Worst: CarMax $1.94
  40. 40. Extending the Connection – Longevity Index • The long tail concept works well with Social Media Measurement • Longevity Index is dominated by the top 3 Brands – all have greater than 100x average • 23 Brands had tails below the average
  41. 41. Social Engagement Index – Top 5 Brands Pregame Gameday Postgame
  42. 42. Pregame SSEIPregame SSEI shows asimilar pattern – thetop 5 all have asignificant investmentin Social Media.Indicates a net positivesentiment for thosebrands that leveragedsocial media pregame.
  43. 43. Gameday SSEIVW and Chrysler weremost liked on Gameday.Both had ads thatcompelled viewers. VWleveraged social media,Chrysler did not.Groupon saw thedownside of a largereach, the reaction totheir ad was mostlynegative.Only 2 brands had morenegative than positivecomments on Gameday
  44. 44. Postgame SSEIThe conversationturned negativeafter the game. 10brands had morenegative thanpositiveconversations.2 Brandsdominated thepositiveconversations: VWand Chrysler
  45. 45. Which Brands Extended the Conversation? VW leveraged Social Media and had compelling creative. VW had greater than average reach and sentiment before, during and after the Super Bowl.
  46. 46. Groupon – Ad turns negative Groupon did not leverage Social Media before the game. The Groupon ad garnered mostly negative comments. Could Groupon have mitigated this with a pregame Social strategy?
  47. 47. Best Buy – What‟s a Bieber Best Buy – The Justin Bieber announcement caused a spike in conversations. But over time the impact lessened. How could they have extended the conversation?
  48. 48. Brands NowHave a Choice
  49. 49. Obrigado!!!!!! Matt Gault / Alterian Sr. Director – Latin America Matt.Gault@Alterian.com Skype: matt_gault Twitter: @MattAlterian

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