This document summarizes a presentation on integrating media with search and social. The presentation discusses how digital and social media usage is increasing in Ireland, particularly mobile usage. It also explains how mobile and TV are driving search and social behaviors as people engage with multiple screens simultaneously. The presentation shows how advertising can be integrated across media like TV, search, and social media to increase awareness and drive online conversations. Measurement examples are provided that demonstrate how TV viewing correlates with increases in search and social mentions.

1. INTEGRATING
MEDIA
WITH
SEARCH
&
SOCIAL
20TH
SEPTEMBER
2012
Vanessa
Vallejo,
Mindshare
Ireland

2. In
brief…
•
Introduc/on
•
Digital
-­‐
Social
Ireland
•
How
Mobile
&
TV
Drive
Search
&
Social
•
Media
Integra/on
with
Social

3. Vanessa
Vallejo
–
Head
of
Search
&
Analy/cs
4 years working for digital specialist and media buying agencies in Ireland
Working on:

4. Mindshare
-­‐
A
global
network
with
local
exper/se

5. Mindshare Ireland
was established in 1999.
We are 54 people in 2 offices
managing €110m of client
media investment.
The #1 media agency in Ireland.

6. DIGITAL
-­‐
SOCIAL
IRELAND

7. All
Social
Media
Channels
are
Increasing
in
Ireland
• Biggest
Increases
– LinkedIn
+68%
– TwiNer
+13%
• Although
Facebook
is
s/ll
the
most
popular,
it
had
the
smallest
increase
YOY
Source: Mindshare State of the Nation, August 2012 n=851

8. Time
Spent
using
Social
Media
Q:
How
oXen
do
you
use
social
media?
Source: Mindshare State of the Nation, August 2012, n= 851

9. 2011
Irish
Digital
vs
Total
Media
Spend
Classified
21%
Search
45%
€132m
Display
34%
*Social
media
7.3%
Sources: IAB & PWC; GroupM- both 2011 totals, *Social media % estimated from Boards.ie, LinkedIn & Facebook (Classified & Display)

10. Adver/sing
spend
is
not
aligned
with
consumer
consump/on
18-24
All Adults
Source: REDC De-coding digital trends in Ireland 2011

11. Digital
Ireland:
Growth
Of
Mobile
120%
Source: REDC De-coding Digital Trends in Ireland 2011

12. No
wonder
Apple
and
Samsung
are
at
war

13. Ask
an
expert
Source: Mindshare/Sponge It Mobile Research, Nov 2010

14. HOW
MOBILE
&
TV
DRIVE
SEARCH
&
SOCIAL

15. Mul/screen
behaviour
is
mainstream

16. Time spent online now mirrors time
spent watching TV
2hrs
49
minutes
2hrs
44
minutes
Per
day
each
day
Sources: IAB & PWC Adspend 2011 Full Year

17. 77%
use
TV
viewers
another
device
at
the
same
Tme
Image by Angelrravelor on flickr
Source: Google Aug 2012, Understanding Cross - Platform
Consumer Behaviour

18. 90%
of
Consumer’s
Daily
Media
Interac/ons
are
Screen
Based
Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour

19. Search
Connects
Consumers
Between
Mul/ple
Devices
Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour

20. Measuring
TV
Driving
Search
Unknown
brand
launches
TV
goes
live
website
and
PPC
goes
live
Daily
visits
with
PPC:
605
Branded
search
queries
increase
1,050%
with
TV
Daily
visits
with
TV:
2,600

21. Elec/on
2012
Speeches
driving
Search/Tweets
28,003 tweets
per minute
Yahoo search volumes for Michelle Obama
increased by 288%

22. MEDIA
INTEGRATION
WITH
SOCIAL

23. Alcohol
Brand
Sponsoring
a
Gig

24. Online
Men/ons
By
Day
Announcement
16
15
15
Email
and
text
sent
to
Database
Gig
14
12
12
10
Blog
post
by
influenTal
blogger
8
7
6
6
6
4
4
4
3
3
3
3
3
3
2
2
2
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Average Per
Total Day Peak Low
123 – March 24th 1.5 15 0 24/3/2011
Jan 1st 83 Days On 24/1/2011 On

25. Men/ons
vs.
Ad
Spend
16
8000
Galway
AdverTser
15
15
Wrap
14
Gig
7000
12
12
6000
Press
investment
10
5000
8
4000
7
Radio,
Outdoor
6
6
6
3000
Outdoor
ended
&
Digital
4
4
4
2000
3
3
3
3
3
3
2
2
2
2
2
2
2
2
2
2
1000
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

26. Without
awareness,
there
is
no
search
There
are
no
conversa/ons
Tweets,
likes
or
shares.
L

27. Thank
You!
Daviddecastrob
on
Vanessa
Vallejo,
Mindshare
Ireland
t:
@vanvallejo
Flickr
vanessa.vallejo@mindshareworld.com
f:
facebook.com/vantresca