Brighton Digital Media Festival - September 13, 2012

@Beyond, @RogerWarner, @NilsMU

#BDMF12
Moneyball and Creative Engagement...

© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential


WE Are...

Nils Mork-Ulnes
Analytics Overlord
Roger Warner Favourite quote: “data beats
Director Acquisition & Engagement opinion” (Nils)

Favourite quote: “Show me a dressing room
with laughter and talent and I’ll show you a
winning team” (Brian Clough)


Mumbai


client list


now
Moneyball
for social Brands
we create digital
experiences people want
to share.
...We do this Differently.


BUILD IT AND THEY PROBABLY WON’T COME


Problem statement:

Can People Give a SH*T
Do they
Care?
Paul Adams Go
Global Head of Brand Design
Facebook



Note to self: 9.30 to 11.40...


HOW DO YOU SCALE?

THINK MONEYBALL
Data Beats Opinion... And Black Rollnecks and ‘Difficult’ Specs.


“An Imperfect Understanding of Where Runs Come From...”

200

150

100

50

0
2007 2008 2009 2010

Region 1 Region 2


Start Here:

Brand
Communications

us
rs
ve
Market
Needs


Start with A Quadrant:

200
How does a brand achieve

Brand ability to influence
alignment between their
communications output and their 150
markets’ needs - so that they can [share of voice] [High Engagement]
maximize the impact of their
digital and social engagement
100
with consumers...?

50

[Low Engagement]
0 [share of mind]
2007 2008 2009 2010

Region 1 Region 2

consumer propensity to Care

UM, WHICH GRAPH DO I NEED?
Open, Social, Knowledge, Interest...???



Social graph Interest graph



Why people

share
?


other people’s opinions more important than ads


high sharers are 3x more likely to recommend a product

YOUNGER OLDER

RESEARCH RESEARCH
LOW HIGH
INVOLVEMENT INVOLVEMENT
PRODUCTS PRODUCTS

RECOMMEND
PRODUCTS

HIGH vs LOW
CARE MORE
ABOUT QUALITY
THAN BRAND
IMAGE

SHARERS SHARERS
more likely to...

20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS
OPEN TO
BRAND LOYAL CHANGE
BRANDS

OWN
MORE LIKELY
MULTIPLE
TO PURCHASE
INTERNET
RESEARCHED
DEVICES
PRODUCTS


consumers research & share experiences during whole purchasing journey
Pre-purchase Post-purchase

CUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
JOURNEY
BRAND Visibility Evaluation
attributes Choice Experience Recommendation
& loyalty
PENETRATION
BRAND STRATEGY/ messages
Relative volume of each Attributes and topics
MEASUREMENT of the positioning
statements and pillars
within positioning and
pillars are most Frequency of statements
Top likes and dislikes
------------------
Frequency of
frequently discussed of intent recommendations
------------------ ------------------ Frequency of emotive
------------------ words used ------------------
Share of voice against Level of agreement with Share of voice against
positioning Frequency of inhibitors ------------------
competition Verbatims competition
------------------ mentioned
visibility in search Sentiment towards
attributes

How is your brand What does consumer What are the consumer What are the consumer
insight & positioning penetrating
the market?
perception of your brand
look like?
What are the barriers and
triggers for action?
likes and dislikes and
what words do they use?
likes and dislikes and
what words do they use?
Strategy



so what are the
implications for
Digital
marketers
?


Friending brands

% of facebook users

60% would be willing to share a
➡ product or service if given a 60%
discount/deal

53% of people have used Facebook
➡ to interact with a brand
53%

36% of people liked or shared a
➡ brand page on Facebook in the last 36%
30 days
0 20 40 60 80 100


Fans exposed to brand content on Facebook buy more
Starbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:

• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference
• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.

© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential Source: ComScore/Facebook research cited in AdAge - June 12, 2012

LOW vs high involvement products
Research/Time intensive; specialised knowledge

HIGH LOW
vs
LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY

MORE COMPLEX LESS COSTLY

EXPENSIVE IN NATURE USUALLY BOUGHT WITH A
MINIMUM AMOUNT OF THOUGHT
REQUIRING MORE TIME AND AND EFFORT
EFFORT IN THE RESEARCH PHASE

Impulse buys; social

Facebook’s Influence on purchases
“To what extent did Facebook influence your view on the product you were shopping for?”
1002

1001.5

1001

1000.5

1000

uc
ts usi
c are uc
ts
tiv
es nic
s
hio
n
an
ts
oo
ls vel ces
an
ce
d M k w d
mo ctr
o
Fas
r T Tra lian in
Pro oo Pro tau p al
F
ab
y C uty uto Ele Re
s Ap n
B ea A
ch
en rso
B
Ki t Pe
Facebook Inﬂuence

actions taken after online interaction
PROMPTED
TO PURCHASE

43% uk
20%
PROMPTED
31% usa TO RECOMMEND
uk

20% usa

CHANGED
IMPRESSION
4% uk
3% usa
INCREASED
AWARENESS
8% usa
6% uk

9%
ENCOURAGED
TO VISIT
uk
OPEN 9% usa TAKE NO

26% usa
ACTION

15% uk
ENCOURAGED
TO CONTACT
3% uk
3% usa

Quantifying Future Trends
in Online Sharing
THE In five years, where will consumers be sharing content
online, and why? What types of content will be shared
most? How will consumers be sharing branded content?
And, what will make something share-worthy in the
future?
OF sharing These are all important questions, and using data as a
guide, the answers become within reach.


facebook sharing

rate of activity on facebook
rate of activity on facebook

usage
frequency
of logins

sharing

Data is based on per-user activity, not aggregate volumes

less than 3-6 6-12 1-2 2+
3 months months months years years

Age of Facebook account

frictionless sharing (Automatic sharing)
Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a
day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.

67%
of people have done at least one of the
following things:

listened to a song that
read an automatically
was automatically shared allowed an application
shared article (online
(spotify, etc) to post automatically to

61 %
reader)
of people are annoyed by their profile
applications


FUTURE SHARING ACTIVITIES

Offline social experiences will be brought online, growing the volume of shared content focused on
daily achievements and personal milestones.

WHAT WILL PEOPLE SHARE IN THE FUTURE?
43% 30% 28% 27%

PERSONAL TRAVEL PLANS TICKET CHARITABLE
MILESTONES PURCHASES DONATIONS
The percentages above reflect the proportion of people who indicated their
preference to share these activities.

WE ARE HIRING IN LEWES!
Get in touch at @Beyond / @RogerWarner


QUESTIONS/INSULTS...
Be nice....


THANK YOU
for your
time


Brighton Digital Media Festival - September 13, 2012

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Brighton Digital Media Festival - September 13, 2012