Earned media, such as word-of-mouth recommendations, are the most trusted and influential forms of advertising. Experience-driven social marketing, which leverages real-world experiences to generate online conversations, is the most powerful type of earned media. It can produce deeper engagement, stronger advocacy, and bigger lifts in branding and sales compared to traditional media. Research shows experience-driven campaigns generate longer-lasting increases in product knowledge, favorability, purchase intent, and sales. They provide a high return on investment, with some campaigns yielding millions in additional revenue.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled CONSUMER –BRAND RELATIONS IN A 360° WORLD. The panelists used the example of Dove Campaign for Men in order to compare research programs to research projects, and measure cross media platforms using techniques such as logit regression. Panelist included, Tomas Emmers-Director of Consumer and Market Insights at Unilever, William Pink-Partner, Client Solutions at Millward Brown, & Jennifer Kelly-Client Consultant at Dynamic Logic. The panel was moderated by Jim Figura-VP, Global Consumer Insights at Colgate-Palmolive Co.
The Secrets of Viral Ads - Post-Advertising Summit 2012Story Worldwide
A presentation by Yoram (Jerry) Wind, Lauder Professor at the University of Pennsylvania Wharton School of Business and Director of the Future of Advertising Project.
The Future of Advertising program studied 73 pairs of ads from brands that achieved both high and low virality to determine why some ads go viral and some do not.
These findings were delivered as part of the Post Advertising Summit, hosted by brand storytelling agency Story Worldwide on March 29th, 2012 at Cult Studios in NYC.
For more information:
http://seicenter.wharton.upenn.edu/index.aspx
http://www.postadvertisingsummit.com
http://www.storyworldwide.com
http://www.postadvertising.com
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled CONSUMER –BRAND RELATIONS IN A 360° WORLD. The panelists used the example of Dove Campaign for Men in order to compare research programs to research projects, and measure cross media platforms using techniques such as logit regression. Panelist included, Tomas Emmers-Director of Consumer and Market Insights at Unilever, William Pink-Partner, Client Solutions at Millward Brown, & Jennifer Kelly-Client Consultant at Dynamic Logic. The panel was moderated by Jim Figura-VP, Global Consumer Insights at Colgate-Palmolive Co.
The Secrets of Viral Ads - Post-Advertising Summit 2012Story Worldwide
A presentation by Yoram (Jerry) Wind, Lauder Professor at the University of Pennsylvania Wharton School of Business and Director of the Future of Advertising Project.
The Future of Advertising program studied 73 pairs of ads from brands that achieved both high and low virality to determine why some ads go viral and some do not.
These findings were delivered as part of the Post Advertising Summit, hosted by brand storytelling agency Story Worldwide on March 29th, 2012 at Cult Studios in NYC.
For more information:
http://seicenter.wharton.upenn.edu/index.aspx
http://www.postadvertisingsummit.com
http://www.storyworldwide.com
http://www.postadvertising.com
Evolving from Ideation and Managing to
Innovating and Building- Matt Britton, Founder & CEO, Mr Youth. Learn how to create a distinct competitive advantage
beyond people and ideas through the creation of proprietary advertising technology.
Social media, emerging platforms and online advertisingMarketingatBahrain
Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.
DAS Performics: Hypebusters: "The Golden Age of Marketing"Digiday
It can often seem like the worst of times in the media industry. In fact, there’s never been a better time to do marketing. Here’s why.
Presented by Daina Middleton, global CEO, Performics
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Presentation made by Sociagility's Niall Cook to the Chartered Institute of Marketing's Levitt Group of senior marketers on Friday 16 March 2012 in London.
For more information about Enterprise 2.0: How social software will change the future of work, please go to http://www.enterprise2dot0.com.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Once upon a time you couldn’t buy your way to the top of a search engine like Yahoo or Google. That changed, and an entire industry blossomed out of how to leverage the opportunity. Now, with Newsforce, you have the same opportunity to have total control of your stories in the national news media.
Newsforce News Network is "Storytelling Media" - it allows brands and organizations to tell their stories directly to the public via prominent guaranteed placement a network of 280+ premium newspaper and news sites nationwide (no journalists required). Newsforce is a mashup between Advertising and PR: all the control and measurement of advertising, but utilizing the messaging strategies of traditional PR to change public perceptions through persuasive content and stories. You can tell your stories, your way, when and where you want.
Evolving from Ideation and Managing to
Innovating and Building- Matt Britton, Founder & CEO, Mr Youth. Learn how to create a distinct competitive advantage
beyond people and ideas through the creation of proprietary advertising technology.
Social media, emerging platforms and online advertisingMarketingatBahrain
Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.
DAS Performics: Hypebusters: "The Golden Age of Marketing"Digiday
It can often seem like the worst of times in the media industry. In fact, there’s never been a better time to do marketing. Here’s why.
Presented by Daina Middleton, global CEO, Performics
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
Presentation made by Sociagility's Niall Cook to the Chartered Institute of Marketing's Levitt Group of senior marketers on Friday 16 March 2012 in London.
For more information about Enterprise 2.0: How social software will change the future of work, please go to http://www.enterprise2dot0.com.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Once upon a time you couldn’t buy your way to the top of a search engine like Yahoo or Google. That changed, and an entire industry blossomed out of how to leverage the opportunity. Now, with Newsforce, you have the same opportunity to have total control of your stories in the national news media.
Newsforce News Network is "Storytelling Media" - it allows brands and organizations to tell their stories directly to the public via prominent guaranteed placement a network of 280+ premium newspaper and news sites nationwide (no journalists required). Newsforce is a mashup between Advertising and PR: all the control and measurement of advertising, but utilizing the messaging strategies of traditional PR to change public perceptions through persuasive content and stories. You can tell your stories, your way, when and where you want.
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
Information about engaging your audience online and creating powerful 2.0 based marketing programs. This was a presentation I gave to marketing professionals from events, fairs, amusement parks and expos.
Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
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House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Minds and Wallets through “Experience-Driven Social Marketing”
1. All Earned Is Not Created Equal
Experience-Driven Social Marketing:
Deeper Engagement for Stronger Advocacy & Bigger Lifts
1
2. Earned is the most powerful media
&
‘Experience-driven’ is the most
powerful earned
2
3. Experience-Driven Social
The Most Powerful Medium in the Mix
Deeper Stronger Bigger
Engagement Advocacy Lifts
of In-Person Online In Branding
Experience & Off & Sales
3
5. Earned Media Is the Most Trusted
Have some degree of trust* in the following forms of advertising
(April 2012)
Recommendations from people known 92%
Consumer opinions posted online 70%
Brand websites 58%
Editorial content (e.g., newspaper article) 58%
Emails signed up for 50%
Brand sponsorships 47%
TV 47%
Magazines 47%
Billboards/outdoor advertising 47%
Newspaper 46%
Radio 42%
Ads before movies 41%
Search engine results ads 40%
Online video ads 36%
Online banner ads 33%
Display ads on mobile devices 33%
Text ads on mobile phones 29%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: The Nielsen Company.
5
6. Earned Is the Most Powerful Media
Recommendations from personal acquaintances are the most trusted
form of advertising. (Nielsen)
75% of consumers don’t believe companies tell the
truth in advertising. (Yankelovich)
Recommendations are the #1 driver of consumer purchase decisions at all
stages of the cycle. (Keller Fay)
WOM customers have nearly twice the long-
term value. (Villanueva et al)
6
10. More Time with Consumer per
Marketing Dollar Spent
Hours of consumer engagement with featured brand during a 5,000-party
campaign, by type of activity
Party Site Social Media
4,641 22,481
Conversation
152,032
Party Total Hours:
265,605 469,934
eCPM-30 seconds of
engagement:
$4.15
Planning
25,175
10
13. More Far-Reaching Advocacy:
Experience-Driven Social Can Have Mass Reach
Unique people reached by, and typical CPMs of, select major media
16.0
14.0
14.0
Unique People (in millions)
12.0
10.0
8.0
8.0 7.0 6.5
6.0 5.5
4.0
2.0
0.0
Top 10 5,000-party Premium Top 10 Top 10
broadcast shows campaign space on top cable shows magazines
consumer sites
(CPM:$20) (CPM:$7) (CPM:$5) (CPM:$15) (CPM:$10)
Sources: The Nielsen Company, Google, Audit Bureau of Circulation
13
16. Experience-Driven Social Generates
Bigger Brand Lifts
Average Favorability, Advocacy-Intent, and Purchase-Intent of the
featured product, pre- and post-party, among party guests
80% 76% 76%
72%
70%
60%
50%
40%
30%
30% 26% 26%
155%
20% Lift 196% 183%
Lift Lift
10%
0%
Favorability Advocacy-Intent Purchase-Intent
Pre-Campaign Post-Campaign
16
17. Lifts that Last Longer
Product knowledge, favorability and advocacy-intent of the featured product,
among hosts, guests, conversation partners and control, 6 months after a
House Party campaign
100% 93%
89%
90% 84%
80% 75%
70%
70%
60%
60% 56%
50%
40% 34%
30%
20%
10%
10%
0%
Product Knowledge Favorability Advocacy-Intent
Control Partygoers Conversation Partners
Source: ChatThreads
17
18. Lifts in Marketing Receptivity
“When I saw a
commercial for the
cooking creme, I
literally yelled out
loud and said, that's
the Philadelphia
cooking creme!"
Post-Campaign Average: 69%
18
19. Lifts in Marketing Receptivity
Unaided recall, aided recall, and favorability of advertising for the featured
product, among partygoers, conversation partners and control, 6 months
after a House Party campaign
100%
90% 82%
80%
69%
70% 65% 64%
61% 59%
60%
51% 50%
50%
40% 32%
30%
20%
10%
0%
Unaided Recall Aided Recall Ad Favorability
Control Partygoers Conversation Partners
Source: ChatThreads
19
21. Test/Control Markets Measure
Sales Lift
Nielsen Matched panel design for a House Party campaign
Test Stores
Control Stores
Source: The Nielsen Company.
21
22. Test Stores Show Big Sales Lift
Sales of featured product, in test and control stores, 6 months after
a 15,000 party campaign
$600,000
$578,014
$580,000
$560,000
$540,000
$519,330
$520,000
$500,000
$480,000
$460,000
Control Stores Test Stores
Source: The Nielsen Company.
22
23. Millions in Extra Revenue for
Extremely High ROI
Millions in extra revenue for extremely high ROI
Percent of sales driven by House Parties 11%
Incremental gross revenue $6,803,706
Incremental gross profit $3,401,853
ROI in gross revenue (revenue/cost) $3.94
ROI in gross profit (profit/cost) $1.97
For every $1 the brand $3.94 in revenue
spent, it got back: $1.97 in profit
23
24. Bonus Assets Raise ROI Even Higher
Gross profit of a 15,000-party campaign, by deliverable
Consumer
Opt-ins Insights
$70,000 $20,000
UGC Facebook Likes
$100,000 $40,000
$3,401,853 Gross Profit from Sales
$230,000 Value of Bonus Assets
Gross Profit
from Sales Gross Profit
$3,631,853 (including bonus assets)
$3,401,853
ROI in Gross Profit
$2.11 (including bonus assets)
24
26. Key Findings
• After “need,” “good experience” sparks the most
earned
• Experience-driven earned is the most credible
• Experience-driven earned sparks the most action
– Pass along
– Seek more info
– Purchase
• Over half of experience-driven earned
contains strong buy/try recommendations
www.kellerfay.com
27. Key Takeaways
Earned is the most powerful media, and
Experience-driven is the most powerful earned
Deeper Stronger Bigger
Engagement Advocacy Lifts
of In-Person Online In Branding
Experience & Off & Sales
27