Nuke Suite Whitepaper: Key Trends in Social AdsNukeSuite
This whitepaper outlines the trends and ideas that are shaping Social Advertising. Across Facebook, Twitter, Google+, Pinterest, Instagram, and many, many more social networks, social media advertising is becoming a high-stakes game. This whitepaper goes over what brands need to know to play their best.
Ahead of the VICELAND TV launch in the UK, VICE and Brandwatch analyzed Twitter conversation from the US and UK, over a one-year period and identified the profile of a potential UK VICELAND viewer.
The research uncovered:
- A richly detailed target persona
- Ways and means of engaging the desired audiences
- Strategies for future TV scheduling and planning.
In the following report, we analyze the online conversation around 20 major chemical businesses. Specifically, we uncover:
- The Chemical Social Index: ranking each brand according to several key metrics.
- How brands and audiences communicate online.
Which Facebook posts resonate best with audiences.
- A comparison of Dupont and Dow Chemical conversation.
There are lots of great industry stats out there about the positive impact of user-generated (earned) content in digital marketing but here at Miappi, we also like to commission our own research.
This year is no exception and we have just received the results of our Summer 2017 market research.
We’ve packaged up the results in this report to paint a clear, up-to-date picture of opinions relating to user-generated content. We’ve also shared some real-world applications for this data to help you enhance and improve your digital marketing campaigns.
Social Media: Tailoring your strategy to a targeted digital audienceCasey Knox
Social media provides the opportunity to reach the consumer at every single touchpoint from trigger to action/purchase/advocacy. Learn valuable insights on where where to find them, and what to do when you get there.
Nuke Suite Whitepaper: Key Trends in Social AdsNukeSuite
This whitepaper outlines the trends and ideas that are shaping Social Advertising. Across Facebook, Twitter, Google+, Pinterest, Instagram, and many, many more social networks, social media advertising is becoming a high-stakes game. This whitepaper goes over what brands need to know to play their best.
Ahead of the VICELAND TV launch in the UK, VICE and Brandwatch analyzed Twitter conversation from the US and UK, over a one-year period and identified the profile of a potential UK VICELAND viewer.
The research uncovered:
- A richly detailed target persona
- Ways and means of engaging the desired audiences
- Strategies for future TV scheduling and planning.
In the following report, we analyze the online conversation around 20 major chemical businesses. Specifically, we uncover:
- The Chemical Social Index: ranking each brand according to several key metrics.
- How brands and audiences communicate online.
Which Facebook posts resonate best with audiences.
- A comparison of Dupont and Dow Chemical conversation.
There are lots of great industry stats out there about the positive impact of user-generated (earned) content in digital marketing but here at Miappi, we also like to commission our own research.
This year is no exception and we have just received the results of our Summer 2017 market research.
We’ve packaged up the results in this report to paint a clear, up-to-date picture of opinions relating to user-generated content. We’ve also shared some real-world applications for this data to help you enhance and improve your digital marketing campaigns.
Social Media: Tailoring your strategy to a targeted digital audienceCasey Knox
Social media provides the opportunity to reach the consumer at every single touchpoint from trigger to action/purchase/advocacy. Learn valuable insights on where where to find them, and what to do when you get there.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Nonprofit organization Comic Relief was in need of an effective way to track and monitor its biggest campaign, Red Nose Day 2015. Its aim was to understand and measure the impact on reach and sentiment of influential celebrities. Red Nose Day is one of the biggest charity events in the UK which runs every two years.
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.
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
HubSpot Research shares new data on why people use ad blockers and what marketers and advertisers need to do to keep people from blocking out ads completely. Hint: it's stop using interruptive and annoying ads.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
1. Stats and industry
2. Role of influencers
3. Lessons learned - Strengths of Influencer marketing
4. Lessons learned - Improvement areas of Influencer marketing
5. Opportunities and risks
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.
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
Harness the social media tools and strategies needed listen to customers, respond to comments, deploy social campaigns, engage advocates, monitor reputation, generate leads and grow sales.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
Word of mouth marketing has been part of cultures for centuries. People share with other people and we tend to believe what our friends, family, neighbors, and now, even strangers on line have to say. The importance of referrals and recommendations is growing year over year. Isn't it time you took word of mouth and the power of the consumer seriously?
In this case study, we learn how Hill+Knowlton
- Identified the most important social posts and tracked trends in conversation
- Produced daily snapshot reports that helped inform decision-making
- Used real-time Alerts, Signals and analysis to stay ahead of potential stories
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Nonprofit organization Comic Relief was in need of an effective way to track and monitor its biggest campaign, Red Nose Day 2015. Its aim was to understand and measure the impact on reach and sentiment of influential celebrities. Red Nose Day is one of the biggest charity events in the UK which runs every two years.
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.
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
HubSpot Research shares new data on why people use ad blockers and what marketers and advertisers need to do to keep people from blocking out ads completely. Hint: it's stop using interruptive and annoying ads.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
1. Stats and industry
2. Role of influencers
3. Lessons learned - Strengths of Influencer marketing
4. Lessons learned - Improvement areas of Influencer marketing
5. Opportunities and risks
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.
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
Harness the social media tools and strategies needed listen to customers, respond to comments, deploy social campaigns, engage advocates, monitor reputation, generate leads and grow sales.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
Word of mouth marketing has been part of cultures for centuries. People share with other people and we tend to believe what our friends, family, neighbors, and now, even strangers on line have to say. The importance of referrals and recommendations is growing year over year. Isn't it time you took word of mouth and the power of the consumer seriously?
In this case study, we learn how Hill+Knowlton
- Identified the most important social posts and tracked trends in conversation
- Produced daily snapshot reports that helped inform decision-making
- Used real-time Alerts, Signals and analysis to stay ahead of potential stories
The Social Consumer, study explores the factors that inform, impact and shape trust, loyalty and preferences of the digitally connected consumer.
In this study, we tested the belief that brands which can tap into emotions about and awareness of their values (human/social) are most likely to inspire positive action and loyalty from consumers.
Our view is that the super-connectedness of global communications has challenged how companies interact, engage and maintain relevance and trust with their key audiences and the public-at-large. As such, the reputation of a company is no longer defined by what they “report” or what they “say” they stand for. Instead, they are increasingly defined by the shared opinions and experiences of socially-connected consumers.
The findings reflect a number of surprising and validating insights, informed by surveys completed by 927 respondents mostly from the U.S. with about 10 percent from rest-of-world with great distribution and balance across age and gender.
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
Social Soup - User Generated Content MasterclassSocial Soup
Social Soup explores the role of user generated content in marketing today. The presentation covers: launch teams scaling advocacy, user generated content and live insights and learnings.
The Smart Social Report V1 - Top Performing Brands, Real-Time Marketing, and ...Spredfast
Where is social headed? How does my brand fit in? And, most importantly — how can social make me smarter?
If any of these questions have come up in recent strategy sessions, The Smart Social Report, Volume 1 can provide clarity. We evaluated fifty leading brands across ten different verticals, eight social networks, and thousands of pieces of social content.
Similar to Ogilvy: Exposure to Social Media Linked with Changes in Sales and Brand Perception Study2011-111017193223-phpapp01 (20)
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Key Trends Shaping the Future of Infrastructure.pdf
Ogilvy: Exposure to Social Media Linked with Changes in Sales and Brand Perception Study2011-111017193223-phpapp01
1. Irfan Kamal
Senior Vice President
Ogilvy & Mather
Dr. Walter Carl
Founder, Chief Research Officer
ChatThreads
A study of the impact of exposure to social
media on sales and brand perception
Does investing
in social media
create business
value?
2. 1
Executive summary:
5 things you should know
Is exposure to social content—on online social sites like Facebook and Twitter—
effective in rapidly shaping brand perceptions or driving sales? To help answer
this question, Ogilvy and ChatThreads enlisted approximately 400 US restaurant
consumers who tracked and reported 5,295 touchpoints with five restaurant
brands across all major types of media. As part of the Ogilvy-ChatThreads Integrated
Social Media: Sales Impact Study 2011, we also collected pre- and post-exposure data on
their spending, consumption and brand perceptions.
What did we find?
1. Social media exposure is directly linked with increases in sales. Integrated social
media (social content + one or more other channels) exposure is linked with significant
increases in spend and consumption—for example, social media + PR exposure was
associated with a 17% spend increase compared to the prior week without these.
2. Integration matters. Exposure to social content was most consistently effective when
it was combined with exposure to other types of media channels.
3. Social media is a top driver of impact. Out of the 20 channels analyzed, social
media was No. 1 or No. 2 in magnitude of impact on spend and consumption.
4. Social media exposure is directly linked with changes in brand perception.
Social media by itself is particularly effective at rapidly impacting brand perception—
exposure to social media generated the largest impact on brand perception over a
short (one week) period of time.
5. Brand exposure in social media is low. Weekly social media exposure to brand
mentions was relatively low (24% of panel) vs. television branded exposure (69% of panel),
even in this selected high social media consumption group of consumers.
1
3. Introduction
Although two-thirds of the online population is active in social media,1
there’s still uncertainty
among brands about the real return on investment from social media engagement.
That’s to be expected, given the rapid growth of the medium. Still, with an estimated
70% of brands on target to increase their social media budgets by more than 10% this year,2
there’s increasing pressure to understand just what the value of all these so-called fans and
followers really is.
Is there the potential for brands to drive improved revenue and/or preference by engaging
in these channels?
To answer that question, it’s useful to understand the impact of media mix—not
theoretically, but in practice. Many brands are talking about “owned, earned and paid”
media models, believing the combination must be stronger, but there’s little clear evidence
of that to date.
Some key questions faced by brands include:
• How does exposure to integrated social content impact key metrics such
as sales and brand perception?
• If integration matters, what are some of the channels to consider aligning?
• Are there situations where social content exposure works by itself?
2
4. TOUCHPOINT EXAMPLES
Source: Ogilvy and ChatThreads.
SOCIAL
EXAMPLES
OUT OF HOME
EXAMPLES
LEGEND
“[Wendy’s] facebook
post on my wall the
burger looks
good—‘Just a friendly
reminder that our
burgers are made
with 100% pure...’”
“People that love taco bell are just
blogging at their experience there and
people who work there are commenting
on how much their company is hiring
because of the need for jobs.”
“This person really
loves KFC and goes
there weekly”
“[Subway’s]
billboard
made me
want to buy it”
VISIT
“Friends been out at
KFC and enjoyed a
delicious meal.”
“[McDonald’s] great billboards
with a smiling face that spells
out outrageous values”
SOCIAL
EXAMPLES
OUT OF HOME
EXAMPLES
LEGEND
“[Wendy’s] facebook
post on my wall the
burger looks
good—‘Just a friendly
reminder that our
burgers are made
with 100% pure...’”
“People that love taco bell are just
blogging at their experience there and
people who work there are commenting
on how much their company is hiring
because of the need for jobs.”
“This person really
loves KFC and goes
there weekly”
“[Subway’s]
billboard
made me
want to buy it”
VISIT
“Friends been out at
KFC and enjoyed a
delicious meal.”
“[McDonald’s] great billboards
with a smiling face that spells
out outrageous values”
SOCIAL
EXAMPLES
OUT OF HOME
EXAMPLES
LEGEND
“[Wendy’s] facebook
post on my wall the
burger looks
good—‘Just a friendly
reminder that our
burgers are made
with 100% pure...’”
“People that love taco bell are just
blogging at their experience there and
people who work there are commenting
on how much their company is hiring
because of the need for jobs.”
“This person really
loves KFC and goes
there weekly”
“[Subway’s]
billboard
made me
want to buy it”
VISIT
“Friends been out at
KFC and enjoyed a
delicious meal.”
“[McDonald’s] great billboards
with a smiling face that spells
out outrageous values”
Research
Research to date has been conflicting. We’ve seen survey data from Edison Research
showing the link between social networks and sales—24% of social network users cited
Facebook as an influence on their buying decisions.3
However, we’ve also seen evidence from Forrester
Research/GSI Commerce suggesting that less
than 1% of website sales are driven by direct clicks
from social networks.4
Which is it? Is social
media really moving the needle on important
business measures or not?
To help move along our understanding of social media impact, Ogilvy, along with
BrandEncounter™ research platform provider ChatThreads, decided to design a study to
specifically address these questions. Our study was designed to look at the impact on sales
(and perceptions) of what consumers actually noticed at any point during the tracking
period—moving beyond direct clicks or opinions. We chose the Quick Service Restaurant
(QSR) category for two key reasons:
1. The higher frequency of purchases allowed us to capture changes in a relatively short
time period.
2. The existence of QSR multichannel media programs allowed us to look at the
interactions between more than 20 brand touchpoints, including social media, PR,
TV, print, radio and out of home (OOH).
We provided 404 US restaurant consumers with ChatThreads’ BrandEncounter™
touchpoint tracking tool to capture all of their interactions.
It’s important to note that we specifically looked at changes in purchase, consumption and
attitudes. It’s not hard to imagine that fans of a brand spend more than non-fans, so
we were only interested in lifts over and above that baseline.
3
The study, which ran in two
staggered time periods from
January 20, 2011, to May 6, 2011,
captured a total of 5,295 interactions
with five different restaurants.
5. TV
Word of Mouth (WOM)
Out of Home (OOH)
Social Media
PRRadio
PrintSearchWebsiteOnline
RELATIVE EXPOSURE TO DIFFERENT TOUCHPOINTS
What we found:
Brand exposure—
TV dominates
Social media touchpoints in the QSR category are part of a larger paid, owned and earned
media landscape. TV advertisements dominate the paid media landscape. Sixty-nine percent
of consumers noticed a TV ad for one of the five brands during a seven-day period, with
TV ads representing 24% share of all touchpoints. The second most frequently noticed
paid media touchpoint was OOH, specifically billboard advertisements. Thirty-six percent
of consumers noticed a billboard ad for one of the five brands (7% share of the paid media
touchpoints). Twenty-four percent of consumers encountered a social media touchpoint—
defined as status updates, company brand pages, updates and feeds on Facebook and
Twitter, online videos on YouTube and other venues, blogs, online ratings and reviews—
during a seven-day period, representing 5% share of all touchpoints.
4
Source: Ogilvy and ChatThreads.
6. +17% increase
in spend (category)
2x greater
likelihood of increase in
consumption (Wendy’s)
1.5x greater
likelihood of increase in spend
or consumption (category)
7x greater
likelihood of increase in consumption (KFC)
SOCIAL
LEGEND
TV
PR
OOH
SOCIAL MEDIA IMPACT ON SALES
Source: BrandEncounter™ QSR tracker.
What we found:
Social media and sales—
integration matters
We looked at the change in purchase and consumption of food before and after the brand
interaction reporting period. The following are key findings from our analysis of the data:
Social media, particularly when combined with OOH, PR or TV exposure, is associated
with significant sales (purchase and consumption) changes. The following are the major
social media impacts on sales that were identified during this study:
• People who were exposed to social media + PR (across the entire category) increased
their spending by 17% over the previous week
• People who were exposed to social media + TV (for Wendy’s) were twice as likely
to buy more than they did the previous week
• People who were exposed to social media (for KFC) were seven times more likely to
spend more than they did the previous week
• Social media + OOH exposure (across the entire category) was linked to a 1.5× higher
likelihood of increase in how much people spent or bought
One of our most interesting observations was that exposure to multiple channels
was most often associated with sales impact. In four out of five cases with significant
associations, consumers were exposed to multiple channels. The specific exposure
combinations that were associated with sales impact were social media plus OOH (twice),
social media plus PR, and social media plus TV.
5
7. “a great dining
experience”
“best value”
for the money
brand
favorability
“a great dining
experience”
Also, among those exposed
to McDonald’s social
touchpoints, there was a
45% increase in their
perception that McDonald’s
provided the “best value”
for the money
Conversely, consumers
who were exposed to social
media and public relations
touchpoints for Taco Bell
had a 220% LOWER shift
in their perceptions of Taco
Bell as providing a “great
dining experience”
Brand favorability for
people exposed to
McDonald’s social
touchpoints increased five
times over the change in
people not exposed
People encountering KFC
social media touchpoints
demonstrated a 250%
increase in their perception
of KFC as a “great dining
experience”
250%
increase
45%
increase
5x
increase
−220%
decrease
SOCIAL MEDIA IMPACT ON BRAND PERCEPTION
What we found:
Social media and
brand perception—social
media works rapidly
In contrast to the interaction effects with traditional media driving purchase and consumption
behavior, brand perception and brand favorability over the short time period studied were
largely driven by social media touchpoints on their own.
When it comes to shifting brand favorability rapidly, social media appears strongest.
Of the significant results around shifting brand perception, only one in four involved
traditional media in addition to social media. Social media was largely responsible for
shifting perceptions of brand favorability, “best value” and “great dining experience.”
This is probably due to the short time period (seven days) for reporting—but it confirms
that social media can have a rapid impact on attitudes. Other media, including television,
are expected to have a longer-term impact.
The following are the major social media impacts on brand perception and favorability
that were identified during this study:
• People encountering KFC social media touchpoints demonstrated a 250% increase
in their perception of KFC as a “great dining experience”
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Source: Ogilvy and ChatThreads.
8. • Brand favorability for people exposed to McDonald’s social touchpoints increased five
times over the change in people not exposed
• Also, among those exposed to McDonald’s social touchpoints, there was a 45%
increase in their perception that McDonald’s provided the “best value” for the money
• Conversely, consumers who were exposed to social media and public relations
touchpoints for Taco Bell had a 220% LOWER shift in their perceptions of Taco Bell
as providing a “great dining experience”
The Taco Bell case was driven by the social sharing of controversial news stories about the
ingredients used in Taco Bell’s meat products in Q1 2011.
There was also evidence that social media and OOH (specifically, billboard ads) led to a 2.6×
higher shift in the perception that Subway “tastes great,” but due to only 4.5% of consumers
encountering this combination of Subway touchpoints we treat this result as directional.
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9. Practical implications:
7 ways to use the findings
1. Increase customer and prospect exposure to engaging social content. We know
social content exposure has business impact, but actual exposure is remarkably low,
even in a social media savvy audience. Increasing exposure to social content should
impact sales and brand perception.
2. Integrate your media for maximum impact. Consider online-, search- and place-
based ads that tie into the themes that are resonating in social media.
3. When evaluating sales impact of social content, look beyond just direct clicks.
Think of ways to track how exposure has an impact on both online and offline sales:
for example, with surveys, loyalty program tracking or coupons.
4. Monitor social media closely. Identify and respond to negative WOM or press.
The study shows these negative discussions do impact brand perception.
5. Use social experiences to drive changes in brand perception. The data demonstrate
that social content can change your brand’s image. Incorporate social content into
branding programs and track perception metrics.
6. Plan social content in a way that has the best chance to bring out the brand
qualities you want emphasized. Create your conversation starters and other
engagement tactics to help bring out the types of messages and discussion that will
reinforce your brand’s core attributes and promises.
7. Keep social content fresh, and allow for authentic self-expression.There was lively
discussion on many of the brand social media presences, both negative and positive.
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10. Methodology details
For this study, Ogilvy and ChatThreads selected five large QSR brands with active social
media presences: KFC, McDonald’s, Subway, Taco Bell and Wendy’s.
ChatThreads’ BrandEncounter™platform was used to collect and analyze the data.
BrandEncounter™ enlists consumers armed with their mobile phones to report brand
encounters and reactions immediately, at the time of experience. Over a period of seven
days, participants report the brand, type of touchpoint (e.g., saw billboard, saw TV ad,
saw print ad, heard a radio ad, read a news article, spoke to a friend, noticed Facebook
status update, visited brand page, read a Tweet, etc.), and consumer sentiment about the
touchpoint. Consumers submit any type of encounter and are not limited to a prescribed
list. All submissions are automatically time- and date-stamped. Participants also have the
option of adding pictures and notes to the data. Pre- and post-surveys are conducted for
consumers to measure changes in behavior and intentions.
Four hundred and four US consumers participated on a rolling seven-day basis, submitting
5,295 touchpoints between 1/20/11 and 5/6/11 (two staggered time periods). This study
was designed to look exclusively at the immediate impact of exposures: participants
tracked their exposure during a seven-day period, and provided pre- and post-data on
their consumption and spend. Participants were screened for three criteria: 1) having a
favorable view of at least one of the five QSR brands; 2) making recent QSR visits (at least
a few times per month); and 3) being active on at least two social media venues in the past
month (for example, visiting Facebook, reading a blog post or viewing a YouTube video).
Seventy-five percent were a brand fan or follower of at least one QSR brand, while 25%
comprised a control group matched for favorability, QSR visits, and social media activity
but were not fans/followers of any QSR brands.
Participant demographics were as follows:
• Female: 67%
• Median age: 34
• Had annual household incomes less than $50,000: 47%
• Geographic distribution: South: 38%; Midwest: 24%; West: 20%; Northeast: 18%
• Had mobile phone with a data plan that allowed them to connect to the Internet and
send emails: 79%
• Had unlimited SMS/text messaging plan: 80%
To minimize the impact of QSR brand fans or 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). Thus, we only report results
for lifts over and above a consumer’s baseline level of purchase and consumption activity.
We looked at a short time frame (one week) to focus in on the immediate impact of the
touchpoints, and only report statistically significant results (95% confidence interval, p 0.05).
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11. 10
References
1. Nielsen: “By the end of 2008, social networking had overtaken email in terms of worldwide
reach. According to the study, 66.8% of Internet users across the globe accessed
‘member communities’ last year, compared to 65.1% for email.” Reported by Mashable,
http://www.mashable.com/2009/03/09/social-networking-more-popular-than-email.
2. Seventy percent plan to increase their social media budget by more than 10%
this year, according to a poll from Effie Worldwide, Inc. and Mashable.
http://www.mashable.com/2011/04/19/marketers-social-media-spend. Also,
according to a November 2010 survey of business executives around the globe
by StrongMail, nearly two-thirds of companies will increase spending on
email marketing, and 57% will put more dollars toward social media marketing.
Search took a distant third place, with 41% of respondents indicating they would
spend more. Reported at: http://www.emarketer.com/Article.aspx?R=1008135.
3. “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,”
Edison Research/Arbitron, 2011.
4. “The Purchase Path of Online Buyers,” Forrester Research/GSI Commerce, March 16, 2011.