A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
Ogilvy-ChatThreads Integrated Social Media Sales Impact Study 2011Ogilvy Consulting
Preview results presented on June 13, 2011 at the Advertising Research Foundation's Audience Measurement 6.0 in New York. Social media impact on sales studied. A sample of 404 quick service restaurant consumers provided data between Jan and May 2011.
Social Intelligence Revolution in the Media Industry - Doing More With Social Brandwatch
This session will tell the story of how Fox used audience insight gleaned from social media along with Facebook streaming to increase engagement, positivity and brand attribution with their new show, OUTCAST.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
The premiere of OUTCAST on Facebook Live made media history. More importantly, the effects of FOX's intelligent social media premiere left ripples of success throughout its business.
In this case study, we learn how FOX...
- Used Brandwatch to mine social data to inform benchmarks for future programming
- Increased positive conversations around its brand and show by 320%
- Brought its business strategy to where its viewers are - on social media
Ogilvy-ChatThreads Integrated Social Media Sales Impact Study 2011Ogilvy Consulting
Preview results presented on June 13, 2011 at the Advertising Research Foundation's Audience Measurement 6.0 in New York. Social media impact on sales studied. A sample of 404 quick service restaurant consumers provided data between Jan and May 2011.
Social Intelligence Revolution in the Media Industry - Doing More With Social Brandwatch
This session will tell the story of how Fox used audience insight gleaned from social media along with Facebook streaming to increase engagement, positivity and brand attribution with their new show, OUTCAST.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
The premiere of OUTCAST on Facebook Live made media history. More importantly, the effects of FOX's intelligent social media premiere left ripples of success throughout its business.
In this case study, we learn how FOX...
- Used Brandwatch to mine social data to inform benchmarks for future programming
- Increased positive conversations around its brand and show by 320%
- Brought its business strategy to where its viewers are - on social media
The Kaizo Advocacy Index is designed to provide a perspective on a brand’s online
reputation and recommendations.
It ranks a brand based upon a methodology that emulates the way consumers and
businesses assess brands online, looking at what they actually find when they search
through Google and other social media search tools.
1. Understanding the Social Media Brand Impression.
2. Facebook Fan & Friend of Fans Segments and Impressions.
3.The Brand Fan and Social Marketing.
4.Reaching Consumers at Scale with Branded Content.
5.Social Media Audience Analysis.
6.Facebook as a Global Marketing Channel for Brands.
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
Mobile Mex-Media Group have created a unique channel for the food and beverage industry, mobile lunch trucks provide a sales and marketing platform, for sampling and retail promotions. MMG has a number of mobile food trucks national.
A presentation entitled Insights for the Future of Online Video Commercialization given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Test on online commercial viewing done by TBS was presented. The presentation included the research design and methods used as well as the findings. The presentation was given by Stacey Lynn Schulman-SVP, Ad Sales & Sports Research at Turner Broadcasting Sales, Inc.
Advertising on lunch trucks provide companies with an opportunity to target a segment, that can’t be reached by regular media. We can provide you with marketing& advertising platform where we they can advertise to the world on the move.
Growing Your Networks To Build Personal Brand & Advance Your Career
Michelle Stinson-Ross, Community Manager, offers.com
Rob Karwath, President & CEO, North Coast Communications
From Facebook and Twitter to LinkedIn, Pinterest and forums, there’s no disputing that social networking can completely MAKE a personal and professional brand.
There is a tried and true formula for expressing your authentic self in social networks, which nearly always work to establish and scale personal brands.
ChatThreads-Ogilvy Integrated Social Media Business Impact Study 2011ChatThreads
The full presentation of our ARF Audience Measurement 6.0 presentation on Integrated Social Media Business Impact for the Quick Service Restaurant Category.
The Kaizo Advocacy Index is designed to provide a perspective on a brand’s online
reputation and recommendations.
It ranks a brand based upon a methodology that emulates the way consumers and
businesses assess brands online, looking at what they actually find when they search
through Google and other social media search tools.
1. Understanding the Social Media Brand Impression.
2. Facebook Fan & Friend of Fans Segments and Impressions.
3.The Brand Fan and Social Marketing.
4.Reaching Consumers at Scale with Branded Content.
5.Social Media Audience Analysis.
6.Facebook as a Global Marketing Channel for Brands.
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
Mobile Mex-Media Group have created a unique channel for the food and beverage industry, mobile lunch trucks provide a sales and marketing platform, for sampling and retail promotions. MMG has a number of mobile food trucks national.
A presentation entitled Insights for the Future of Online Video Commercialization given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Test on online commercial viewing done by TBS was presented. The presentation included the research design and methods used as well as the findings. The presentation was given by Stacey Lynn Schulman-SVP, Ad Sales & Sports Research at Turner Broadcasting Sales, Inc.
Advertising on lunch trucks provide companies with an opportunity to target a segment, that can’t be reached by regular media. We can provide you with marketing& advertising platform where we they can advertise to the world on the move.
Growing Your Networks To Build Personal Brand & Advance Your Career
Michelle Stinson-Ross, Community Manager, offers.com
Rob Karwath, President & CEO, North Coast Communications
From Facebook and Twitter to LinkedIn, Pinterest and forums, there’s no disputing that social networking can completely MAKE a personal and professional brand.
There is a tried and true formula for expressing your authentic self in social networks, which nearly always work to establish and scale personal brands.
ChatThreads-Ogilvy Integrated Social Media Business Impact Study 2011ChatThreads
The full presentation of our ARF Audience Measurement 6.0 presentation on Integrated Social Media Business Impact for the Quick Service Restaurant Category.
Mango Digital & YouNet Media trân trọng giới thiệu Webinar “How to uplift your brand performance on social media?” đặc biệt dành tặng các marketer.
Nội dung Webinar:
I. Giới thiệu quy trình ba bước để tối ưu hoá hiệu quả truyền thông thương hiệu trên Social Media
II. Các chỉ số cơ bản để đánh giá Brand performance theo hành trình của người dùng (customer journey) trên Social Media
III. Tầm quan trọng của mô hình Social Media Brand Performance Uplift: các diễn giả chia sẻ và lợi ích của mô hình này và kinh nghiệm thực tế khi áp dụng.
#MangoDigital
#YouNetMedia
Does Investing in Social Media create business value?
This paper from Ogilvy shows a study of the impact of exposure to social media on sales and brand perception.
Competitive Intelligence: Social Listening in PracticeBrandwatch
This comprehensive guide outlines specific examples of several ways that social data can be used to uncover valuable competitive intelligence. The guide covers 11 different areas of analysis, broken down into five overarching categories:
- Foundational Analysis
- Audience Analysis
- Product Positioning & Associations
- Sales Projections
- Brand Perception
AMC13 - Marketing Effectiveness by Julie Roberts at TMWNeil Cooper
How do we measure our true success? How do we know if we are being effective? And how can we improve? Investing in ‘big data’ is pointless without a concrete effectiveness strategy. Julie looked at, with the increasing amounts of data available, how we should plan, do, check and (importantly) act in 2013.
Julie works across the spectrum of TMW clients to provide insights into their marketing strategies, showing them how effective their strategies are and how they could be improved. The role involves monitoring, evaluating and reporting on client's marketing activity, with the results being used to feed into the planning process for future projects. Some of the division's key outputs include benchmarking, budget optimisation and campaign evaluation.
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
Chris McLaren, Director, Strategy | Wunderman Minneapolis, February 2014.
McLaren presented insights into best practices in ROI tracking. To ascertain the relative effectiveness of social media versus other marketing channels, he advised mapping social metrics to marketing KPIs and assigning comparative values using “known” media costs specific to clients.
Insights from Coalition for Innovative Media Measurement (CIMM) were presented at Advertising Research Foundation’s (ARF) AM 6.0 conference, held in 2011. Through the use of eDiaries and the example of moms, a presentation was given on the value of USA touchpoints to increase ROI. Presenters included Jane Clarke-Managing Director of Coalition for Innovative Media Measurement & Jim Spaeth-Partner at Media Behavior Institute.
As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.
A presentation on new ad models, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Dr. Duane Varan-Executive Director at Audience Research Labs Murdoch University gave the presentation. Varan presented studies done by the Beyond 30 research program.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a Keynote presentation was given entitled Meeting the Challenges of Cross Media Research. Google presented three initiatives and how they are trying to help meet the challenges of cross media research. Keynote presenters from Google were Owen Charlebois-Global Manager, Advertising, Marketing and Media Research & ElissaLee, Ph.D.-Group Manager,Quantitative Measurement.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A presentation entitled Following the Sports Fan with Arbitron’s PPM, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A study using Arbitron Portable People Meter™ (PPM™) service was presented. The presentation was given by Glenn Enoch- VP, Integrated Media Research at ESPN Inc., Kelly Johnson- Director, Media and Promotion Research at ESPN Inc., & Lung Huang- VP, National Account Services at Arbitron Inc.
A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The Interpretation of visual Semiotic “Answers” is presented. The presentation is given by Steve Wolf- Commercial Director, Global Qualitative & SVP/Division Director at Synovate Qualitative.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a presentation was given on Facebook’s information platform. The job of research team at Facebook along with the topic of making research interesting to users is discussed. The presentation is given by Brad Smallwood-Head of Measurement and Insights at Facebook
A presentation entitled The Television Audience Redefined: An Update, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Insights into the profiles of various consumers across a variety of media platforms, was presented. The presentation was given by David Poltrack-Chief Research Officer of CBS Corporation & President of CBS Vision.
A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was given on the profile tablet users as well as the findings regarding ad effectiveness on iPads vs iPhones and other devices. The presentation was given by Matt O’Grady- EVP, Media Audience Measurement at The Nielsen Company.
A presentation entitled MAXIMIZING MOMENTUM: Insights from Verizon, SMG & Cisco, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. Insights on Brand building were presented. Presenters included Patrick McLean-Executive Director at Verizon Interactive, Helen Katz-SVP/Research Director at Starcom MediaVest Group, & Charlie Treadwell-Marketing Strategy Manager Corporate Affairs Marketing at Cisco.
A presentation entitled Global Perspectives on Measurement Issues, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Presenters included Horst Stipp-EVP, Global Business Strategy at the Advertising Research Foundation & LuizG. Duarte, Ph.D.-Corporate Research at DIRECTV Latin America.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled New Shopper Journeys: The Influence of Digital Touchpoints. The presentation explores how digital has an effect on shopper’s behaviors. Presentation is given by Alex Charlton- Director at essential research, Mike Hess- EVP of Research at Carat N.A., & Beth Uyenco- Global Research Director at Microsoft.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled SHOPPER INSIGHTS. Ashmeed Ali-Senior Manager at Yahoo! & David Gill-Vice President at The Nielsen Company discussed when Mobile Goes Shopping. This presentation explored how consumers use their mobiles to research products and advertising on mobile devices. Manila Austin-Director of Research at Communispace Corporation moderated the discussion.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled The Power of Relevancy The Biometric Impact of Online Advertising. The presentation includes topics such as measuring the biological impact, and the contextual and personal relevancy of ads. The presenters include Tony Marlow-Strategic Insights at YAHOO! & Brian Levine-President of Innerscope Research.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Understanding the Relationship Between Social Media and TV Viewership. The presentation used a case study on the World cup to present findings. Presenters included, Jon Gibs-SVP at The Nielsen Company & David Coletti-VP at ESPN.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Study of the Key Drivers of Online Content Consumption. An AOL sponsored study to better understand content usage was presented. Presenters included, Kristin Kovner- Senior Marketing Director at AOL, Bill Ziff-Levine-Principal & Co-Founder Data & Management at Counsel, Inc., & Jon Stewart- Research Director at Nielsen.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, Identifying Maximum Impact Media Placement Strategies II: When Money Moves to Digital, Where Should it Go? Research done on the effectiveness of digital marketing along with key findings was presented by Anne Hunter-VP, Advertising Effectiveness at comScore.
More from The Advertising Research Foundation (20)
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
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Integrated Social Media:Business Impact Study 2011
1. Integrated Social Media:
Business Impact Study 2011
Emerging Hot Topics Part I – #4
Irfan Kamal Dr. Walter Carl
SVP, Digital/Social Founder and Chief Research Officer
Ogilvy ChatThreads
2. The New, More Pointed Questions
Social is no longer an afterthought: It’s now
where many of our customers spend their time.
We need to plan budget allocations in
2011 and 2012 around concrete business goals.
To that end:
1. Can social media impact sales (spend / consumption)?
2. Which channel combinations are the most effective?
#ARFAM6
3. Situation
Can social media impact sales?
Two recent studies with conflicting results
– (+) Edison Research 2011: 24% of social network users cited
Facebook as an influencer of their purchase decisions
– (-) Forrester/GSI Commerce 2011: Social networks drove <1%
sales – based on directly traceable effect/referrer
#ARFAM6
4. Objectives
Evaluate the purchase impact of social media, by
itself, relative to and in conjunction with
other channels
Social media =
Facebook (brand page or feed item)
Twitter (brand handle or tweet)
Online video/Youtube or Facebook
Online rating/review
Blog
#ARFAM6
5. Methodology:
Overview
Category: Quick Service Restaurants (QSR), including the
following 5 brands: KFC, McDonald’s, Subway, Taco Bell,
Wendy’s (analysis was category and brand-specific)
Data (from ChatThreads BrandEncounter™ Platform):
Real-time capture of brand touchpoints reported via mobile
device (SMS) or Web browser companion button for 7 days,
surveys pre/post touchpoint tracking
Recruitment: Screened for recent QSR visits; active
on social media within the past week; QSR brand
fan/follower status
Participants: 404 participated on rolling 7-day basis,
submitting 5,623 touchpoints between 1/20/11 and 5/6/11
(2 staggered time periods)
#ARFAM6
6. BRANDS Findings Preview:
Significant Touchpoint Examples
Social media report examples:
FB BRAND FEED: “[Wendy‟s] face BLOG: People that love taco bell
book post on my wall the burger are just blogging at their experience
looks good – „Just a friendly there and people who work there
reminder that our burgers are are commenting on how much their
made with 100% pure ...‟” company is hiring because of the
need for jobs.
REVIEW: This person here FB FRIEND STATUS: “Friends
really loves KFC and goes been out at KFC and enjoyed a
there weekly. delicious meal.”
OOH report examples:
BILLBOARD: [McDonald‟s] great BILLBOARD:
billboards with a smiling face that [Subway] made me
spells out outrageous values want to buy it
#ARFAM6
7. Key Methodology Observations
To attempt to minimize the impact of
fans/followers who already spend more than
others, we looked specifically at the relationship
between touchpoint exposure and pre- and post-
changes in purchase (consumption, spend)
We looked at a short time frame (1 week) to focus
in on the immediate impact of the touchpoints
Only statistically significant (95% CI, p<0.05)
results are reported
#ARFAM6
11. Findings Preview: Does Social Media Impact
SPEND TREND?
YES. LIKELIHOOD OF A SPEND
INCREASE IS 1.5-7X*
EXPOSURE:
Social media (KFC) +7x
Social media + OOH (Category)… +1.5x
*Compared to people unexposed to these touchpoints
#ARFAM6
12. Findings Preview: Does Social Media Impact
SPEND AMOUNT?
YES. +17%
Social media + PR
(Category)
WEEKLY
SPEND
AMOUNT
#ARFAM6
14. Findings Preview: Does Social Media Impact
CONSUMPTION TREND?
YES. LIKELIHOOD OF A CONSUMPTION
INCREASE IS ~2X*
EXPOSURE:
Social media + TV ad (Wendy’s)… +2x
Social media + OOH (Category)… +1.5x
*Compared to people unexposed to these touchpoints
#ARFAM6
15. Findings Preview: Does Social Media Impact
CONSUMPTION FREQ?
UNCLEAR*.
?
7 DAY
CONSUMPTION
FREQUENCY
*Is the magnitude significant enough to be managerially important?
#ARFAM6
16. QSR Findings Preview Summary:
Social Media Purchase Impact
Social+PR Exposure
+17% increase in spend
(category)
Social+TV Exposure
2x greater likelihood of higher
consumption (Wendy’s)
EXPOSURE
Social only Exposure TV only Exposure
7x greater likelihood 3x greater
of higher spend (KFC) likelihood of higher
spend (Taco Bell)
Social+OOH Exposure
1.5x greater likelihood of higher
spend or consumption (category)
#ARFAM6
17. QSR Study Preview:
Conclusions
Social media, particularly when combined with
OOH, PR or TV exposure is associated with
significant purchase shifts across QSR
– +17% week-on-week spend amount increase
– ~2x higher likelihood of consumption increase week-on-week
– Multi-channel matters! Only 1 significant result by itself vs.
4 significant in combination with other channels
Relative to exposure, social media appears to
provide strong impact
– Evaluate driving purchase by increasing exposure to social +
OOH/PR/TV combinations
#ARFAM6
18. QSR Study Preview:
To Explore
Data across other industry sectors
Data across online or hybrid sectors (e.g. e-tail)
Data across extended time periods, to capture
longer-term effects (e.g. for TV ads)
Correlation with specific brand activities within
social media
Larger sample sizes to look at finer interactions
#ARFAM6
19. Thanks, and for More…
Irfan Kamal, irfan.kamal@ogilvy.com
twitter: @irfankamal
Dr. Walter Carl, walter@chatthreads.com
twitter: @ChatThreads
#ARFAM6
21. Data Collection Platform:
ChatThreads BrandEncounter™
Wendy’s
1 Visited brand’s
Participant records brand,
Facebook page
touchpoint and experience
3 via SMS or browser button. Very positive
Time/date is auto-stamped. 8:09 pm; 1/24/2011
400+ participants recruited through Geo-located.
3rd party proprietary community. Aberdeen, WA
4
Pictures of the touchpoint
can be added to record.
EVENTS
2
5
Participant encounters Participants can also add
a brand touchpoint. notes.
Consumers can record
any touchpoint including
social, TV, search, print,
online ads and OOH.
All brand touchpoints captured, including
social, TV, search, print, online ads, OOH (total of
21)
#ARFAM6