Walking Dead Webinar


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A Networked Insights webinar, originally delivered on 1/19/11, that demonstrates the power of social data to create media buying efficiencies of 10% or more.

Geared for agency media planners and buyers and brand marketers. Uses examples from AMC's hit show "The Walking Dead," showing how to leverage highly engaged shows to optimize media spend and maximize synergies between paid, owned, and earned assets.

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Walking Dead Webinar

  1. 1. The Walking Dead: Media Buying Guide for Brands<br />A Networked Insights “Measure the Social” Report, January 2011<br />
  2. 2. Your Host Today<br />Jonathan Zarov<br />Director of Marketing<br />Networked Insights<br />
  3. 3. Media Buying Guide for Brands<br />Efficiency from the new way of measuring informs:<br />Optimization of Current Buy<br />Identification of shows before they go mainstream<br />Audience Segmentation<br />Maximization of Paid, Owned, and Earned Media<br />Networked Insights<br />
  4. 4. World’s largest focus group, unbiased and unaided<br />2 billion interactions per month<br />450 million people can’t be wrong<br />Networked Insights<br />
  5. 5. Traditional Metrics<br />You can’t get an edge when everyone is using the same data.<br />Planning and buying TV has traditionally been based upon audience assumptions and gut instincts fueled by Nielsen data.<br />Target Rating Points (TRPs) indicate viewers within a target, but are not <br />reflective of engaged audiences.<br />Networked Insights<br />
  6. 6. The Competitive Advantage<br />The Complementary Value<br />A New Type of Buyer<br />The future buyer is armed with social data <br />Purchases shows based upon engagement and defined targets at reasonable cost.<br />Social data gives you a competitive advantage<br />TV spend gains efficiency when you get more reach for less money<br />Networked Insights<br />
  7. 7. Measuring the Audience<br />The Complementary Value<br />The Baseline<br />SocialSense:<br /><ul><li> Measures engagement
  8. 8. Understands fan conversation
  9. 9. Predictive</li></ul>Nielsen:<br /><ul><li> Measures eyeballs
  10. 10. Industry standard
  11. 11. Tied to show schedule</li></ul>Networked Insights<br />
  12. 12. Frequency Examples<br />Highly Engaged Audience<br />Poorly Engaged Audience<br />Networked Insights<br />
  13. 13. Distribution of Reach Examples<br />Great Sustainability and Growth<br />No Sustainability and Poor Growth<br />Networked Insights<br />
  14. 14. Most Engaged Players<br />As new characters develop, we see them coming up more frequently in online conversation<br />What’s Being Discussed<br />“Wait... Norman Reedus[Merle Dixon] is on the Walking Dead, and he has a crossbow? Definitely my new favorite show. ” – Ign.com<br />Networked Insights<br />* Percentages represent share of total Walking Dead audience engagement. Data was collected from conversations posted 11/9 to 11/15/10<br />
  15. 15. Emotional Connections<br />Fans of the show enjoy the goriness of the series.<br />“The Walking Dead, I'm really liking this show, and I love that they're not shying away from the gore either.”– Insidehoops.com<br />“I for one welcome the backlash of the pussification of the vampire genre. Not sure why its being correlated to The Walking Dead being so gory but fuck it, I'm on board.” – Neogaf.com<br />What’s Being Discussed<br />* Percent represents share of conversation from posts collected 11/9 to 11/15/10<br />Networked Insights<br />
  16. 16. Audience Segmentation<br />The Baseline<br />The Complementary Value<br />Leverage consumer conversation to define segments based upon their values, beliefs, practices, interactions, and conversations.<br />When buying TV, you can reach “Adults, 18–49.”<br />Networked Insights<br />
  17. 17. Audience Segmentation<br />Hyper-segmentation<br />Analysis of consumer conversation around The Walking Deadshowed that auto enthusiasts were finishing their Sunday evenings with The Walking Dead.<br />What’s Being Discussed<br />“Can't wait  Love Sunday night lineup. Football, Boardwalk Empire then The Walking Dead.”– Mustangworld.com<br />Networked Insights<br />
  18. 18. Automotive Enthusiasts – Walking Dead<br />Top Automotive-related sites where AMC’s Walking Dead was discussed from 11/1 through 12/1/10<br />Share of Voice<br />Rank<br />Site(UV, PV)*<br />19.8%<br />#1<br />Fjcruiserforums.com (24k, 930k)<br />Media Plan<br />9.9%<br />#2<br />Newcelica.org (7K, 150k)<br />7.4%<br />#3<br />Honda-tech.com (180K, 3.8M)<br />6.2%<br />#4<br />Vwvortex.com (140K, 11M)<br />4.9%<br />#5<br />S10forum.com (30K, 700k)<br />3.7%<br />#6<br />Challengertalk.com (17K, 1.2M)<br />3.7%<br />#7<br />Dfwstangs.net (15K, 2M)<br />3.7%<br />#8<br />Nasioc.com (93k, 6.2M)<br />2.5%<br />#9<br />I-club.com (7K, 150k)<br />2.5%<br />#10<br />Clubcivic.com (20K, 180k)<br />Top 5 sites represent 48.1% of total engagement<br />* UV = unique visitors, PV = page views<br />Networked Insights<br />
  19. 19. Optimization of Current Buy<br />The Baseline<br />The Complementary Value<br />Leverage consumer conversation to effectively distribute spend based on which shows are the most engaged in your target audience.<br />Premiums are paid to access an audience of a known size with an unknown level of engagement.<br />Networked Insights<br />
  20. 20. Optimization of Current Buy – Q4<br />Shift spend from low-engagement shows to high-engagement shows.<br />Buy more of:<br />Shifting these 18.6 TRPs resulted in a 36.7%increase in media efficiency.<br />How I Met Your Mother<br />Outsourced<br />Simpsons<br />Supernatural<br />$217,090<br />$209,100<br />$202,215<br />$99,110<br />SAMPLE<br />Total Savings<br />Total Spend:$727,515 Total TRPs:26.9<br />$ 224,474<br />Buy less of:<br />Dancing with the Stars<br />Private Practice<br />Criminal Minds<br />Life Unexpected<br />$253,300<br />$232,220<br />$189,890<br />$118,660<br />A 36.7%increase in media efficiency across the entire Q4 spend saved $3,234,763<br />Total Spend:$794,070 Total TRPs: 18.6<br />Networked Insights<br />
  21. 21. Paid, Owned, and Earned<br />The Baseline<br />The Complementary<br />Social data provides the new competitive advantage. <br />Optimizes your sequencing of paid, owned, and earned assets.<br />Paid, owned, and earned operate out of separate silos.<br />Informs paid opportunities, but doesn’t coordinate with earned and owned.<br />Networked Insights<br />
  22. 22. Riding Social Lift<br />Social lift occurs when a brand receives a boost in conversation due to its relationship with another show, celebrity, or object. <br />Networked Insights<br />
  23. 23. It’s All in the Timing<br />“Has anyone seen this? I was watching the premier of The Walking Dead last night and a commercial came on with a Corolla S that was driving through zombies. It was amazing! I got so excited I almost did a backflip out of my bed.” Toyotanation.com<br />What’s Being Discussed<br />Networked Insights<br />
  24. 24. The Value of Social Efficiency<br />As a result of the smart brand integration, Toyota experienced a lift of 10.6%. <br />We estimated that Toyota spent $100 milon this paid campaign.<br />Thus the lift earned Toyota an extra $10.6 mil in earned social efficiency.<br />Networked Insights<br />
  25. 25. Get the Edge in Your TV Buys<br />Four ways to get efficiency from social analytics:<br />Identify new segments and hidden connections between existing segments<br />Buy media on shows before they become hits<br />Optimize your current spend<br />Get 10% or more in social efficiency on your buys <br />Networked Insights<br />
  26. 26. Thank You!<br />Jonathan Zarov<br />608.333.0340 <br />Jonathan.zarov@networkedinsights.com<br />