Liz high listening - 2011

Speaker Liz High, Alterian, UK
NewMR Listening is the new asking – Text Analytics and Market Research, March 8, 2011
A
presentation from
the
NewMR
‘Listening
is
the
New

Asking’
Text
Analy6cs
Event

-‐
March
8
2011

The
sponsor
of
the
‘Listening
is
the
New
Asking’
event
is
Zinc
Research

For
more
informa6on
about
NewMR
events
visit
newmr.org

The
copyright
for
this
material
is
jointly
owned
by
The
Future
Place
and
the
presenter.

‘The
Power
Of
Earned
Media:
Using
Tradi6onal
And
Social

Media
Research
To
Drive
Adver6sing
ROI’

Liz
High

Alterian,
UK

THE POWER OF EARNED MEDIA:
USING TRADITIONAL AND SOCIAL
MEDIA RESEARCH TO DRIVE
ADVERTISING ROI
Presented by:
Liz High
Senior Director, Strategy and Insight
Intrepid – An Alterian Company
liz.high@alterian.com
www.thinkintrepid.com
twitter: @thinkintrepid
@lizzhighUK

We all know social media is big.
Let’s move on.

What’s relevant is how social media
can drive revenue

physical
world
social
media
real
world

Case study

1
Owned
media
Tools to
drive
sharing
2
Key question:
How does
earned
media impact
the power of
advertising?
?
3
Generates Earned
Media for the
publishers
… Prove the commercial upside to sharing news in social
media

How does news sharing happen today?
2
What are the key
drivers of news
sharing?
How does shared content impact on
advertising recall?
How can publishers drive increased advertising revenue
from their digital content?
1
5
3
What news content is
being shared and by
whom?
4
The critical questions

But which tool does all
that …

The methodology
Semiotics:
Defining the
characteristics of
frequently shared
content to
develop a new
way of working
Stage 2 Stage 3
Advertising recall
study in
simulated
sharing
environment:
Measuring the
impact of sharing
on ad recall
(experimental
design)
Tagging and
tracking of all
content on the
CNNI website:
Identification of
which content is
shared, by whom
and where
Social Media
listening:
Conversation
and sentiment
surrounding the
sharing process
Stage 1
Clear
business
case for
investing in
social tools
to drive
revenue
through
content
sharing
*eConsultancy Innovation Awards 2010: Innovation in online marketing research

KEY INSIGHTS FROM THE SOCIAL
MEDIA TOOLS
1

1
CNN unique
visitors 5
New unique
visitors

For every 1 story shared
2 Stories shared back
But only ½ are
actually read
Online news
sharers
Their online networks

ALTRUISTIC SHARING
MY NETWORK’S & INDIVIDUAL FRIENDS’ INTERESTS
TO AMUSE MY NETWORK LAUGH
WORK RELATED
STATUS BROADCASTING
HEADLINE WILL GET ATTENTION
SHOW WHAT I’M INTERESTED IN

PC or laptop Mobile phone Smartphone Tablet Another mobile
device (ipod
touch etc)
Another non-
mobile device
(games console
etc)

USING SEMIOTICS TO CREATE
SHARING?
2

3 narrative types
10 themes
4 Underlying message Just 5 combinations out of 120
possibilities described 40% of
shared content for CNN
1
2
3
4
5
This provided clear guidelines
supporting editorial teams and
advertisers to develop integrated
campaigns to drive sharing volume
and brand uplift

Underlying
message:

Cultural
curiosity

Thema1c
Content:

Money

Narra1ve
Style:

Quirky

Direct
entrances:

19,715

Shared
entrances:

93,613

Total
entrants:

113,
238

Ar1cle
summary:

White
people
in
China
are
being
hired
to
pose
as

business
partners
and
employees
by
Chinese

companies
to
give
the
products
and

services
they

oﬀer
‘cachet’
in
the
local
Chinese
market

The
ar6cle
taps
into
anxie6es

related
to
China
becoming
the

new
dominant
economic
power

that
can
literally
‘buy’
the
West.

Chinese
cultural
prac6ces
are

represented
as
mysterious,

inscrutable
and
exo6c.
The

ar6cle
alleviates
these
anxie6es

by
providing
insight
into
the

Chinese
way
of
thinking.

Ren6ng
oneself
out
is

represented
as
a
way
to
get

easy
money
and
access
to
a

glamorous
lifestyle.

‘Anyone’
can
do
the
same
as

long
as
they
are
white
and
look

good
in
a
suit,
it’s
a
lucky

break.

The
tone
of
the
ar6cle
and

newscast
is
light
hearted
,

references
to
‘white
guy
in
a

6e’
etc.
abound.

The
scenario
is
represented
as

bizarre
rather
than
disturbing:

Plucky
entrepreneurs
making
a

quick
buck.

The most shared article: SEMIOTIC CLASSIFICATION: Quirky, Money, Cultural curiosity

USING TRADITIONAL RESEARCH TO
COMPLETE THE PICTURE
3

Experimental group Control group
Travel &
Tourism
Luxury goods
Financial
services
Technology
Automotive Retail
10 articles and 12 real brand adverts across 6 categories tested in CNNI page mock ups
Asked through and online survey to a read three
articles, randomly generated then complete the
same advertising recall survey
People in the respondents actual social network
were asked to review articles and select 3 of the
10 to share with their friend who completed the
advertising recall survey after reading the
recommended content
The experimental research methodology

Making sense of it all…

FACT: Shared content drives customer engagement and ROI
.. Spend
1.3times
longer on
your site
than others
.. Read
1.9
pages
deeper into
your site
.. Show
16%
uplift in correct
recall of the
brands you
feature
Experience
27%
uplift in
favourability to
the brands they
see with the
shared content
to share a piece of
your content with their
social network you
could create:
1
5 new
unique users
who are
more
engaged
and ..
If you can inspire
more
unique
users
Source: CNNI POWNAR Study November 2010

Started a new conversation
with advertisers about the value of inventory based on
sharing potential
2
1
3
Developed best practices
in partnership with editorial to drive successful sharing
Developed technical solutions, tools and
services to capitalise on sharing and
continually develop premium inventory
for the future

Q & A
Liz High
Alterian
Ray Poynter
The Future Place

Liz high listening - 2011

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