2010.06 Using social media data to demonstrate brand-building
•Download as PPT, PDF•
0 likes•737 views
Interact Congress Barcelona 2010 Branding Online: The Time Is Now Using social media data to demonstrate brand-building
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to 2010.06 Using social media data to demonstrate brand-building
Similar to 2010.06 Using social media data to demonstrate brand-building (20)
More from ARBOinteractive Polska
More from ARBOinteractive Polska (20)
2010.06 Using social media data to demonstrate brand-building
- 1. Using social media data to demonstrate brand-building Brad Little, The Nielsen Company VP, Head of BuzzMetrics, EMEA @bradleyjlittle
- 2. … And Growing Globally!
- 3. Source: Nielsen NetView, * Home only
- 4. Page The Advantages of Social Media Are Also Its Biggest Challenges
- 5. The importance of Valuing Earned & Paid Media A broadcast-based marketing relationship with consumers A relationship that more explicitly considers how traditional paid media drives ‘earned media’ Marketers are evolving From... ...by adding
- 11. Evaluating the Three Forms Execution on FB 1. Homepage Ads 2. Homepage Ads with Social Context 3. Organic impressions PAID MEDIA EARNED MEDIA
- 13. Impact of Paid Media Exposure on Facebook
- 14. Homepage Paid Ads with Social Advocacy Improve Campaign Performance
- 15. Marked Affect on Brand Metrics if There is an Organic Element
- 16. More Organic Exposure = Greater Impact
- 17. How To Maximise Reach & Engagement Source: Facebook * Engagement = click through, video play, RSVP, vote on a poll etc Start with engaging Home Page Ad Leads To users interacting with ad unit in friends feed Increased Reach And Increased User Engagement
- 20. As Such You Need The “Right” Mixture of Paid + Earned + Self Created Media
- 21. Since this will maximise success notwithstanding the core principles of good brand management/ authenticity/consumer belief
- 22. What about another social platform?
- 23. Effectively Measuring Advertising Did the campaign reach the brand’s target? Did the media placement deliver engaged viewers? Did the campaign generate the desired results? REACH RECEPTIVITY RESONANCE REACTION
- 24. Paid Impressions Open the Door, but Advertising Still Needs to Spark Brand Engagement & Connection
- 25. France [ 5mn ] UK [ 8mn ] Germany [ 9mn ] US [ 43mn ] Japan [ 8mn ] Canada [ 6mn ] Evian Dancing Roller Babies
- 26. “ It is the first time in Danone’s history that we said that the heart of this campaign will be viral and web based. “ We thought we would hit 2 million worldwide…” Evian Case Study: Extending Reach & Engagement Virally
- 28. Exposed to Paid Ad 6,327,000 Exposed to YouTube Evian Watch Pages 3,037,000 Period: 1st – 31st July 2009 Paid for + Watch Pages: 9,067,000 Paid for Ad Duplication 6,030 297 2,741 Sample Size: 10,522 Evian Campaign: 11,956,000 Includes those that conducted brand searches and those that viewed the sites other than YT 000s Earned Media extended the reach, with little overlap How many people did your campaign reach? YT Evian Watch Pages
- 29. Paid for Ad vs. Total campaign 84% 160% 36% Was your target engaged? Very significant uplift in time spent with brand and in amplification generated from paid activity
- 30. Regular Bottled Water Drinkers, Not Exposed vs. Exposed Did your target remember your brand? Significant brand uplift seen across all metrics through the purchase funnel. Significant difference at 95% confidence limit
- 31. Did your target react by buying, talking or searching? Drive to ‘Evian’ Exposed to Paid for Ad Exposed to Paid for Ad who visited ‘Evian’ Percentage of those Exposed to Paid for Ad who visited ‘Evian’ 745k 25k 3.4% Period: 3 rd July 2009 30 times higher than the average click through metric (0.18%, Ad Tech) Exposed to the Paid + Natural Evian Campaign Exposed to the Evian Campaign who visited ‘Evian’ Percentage of Evian Campaign who visited ‘Evian’ 1.3m 69k 5.4% Paid-For Media: Paid-For + Earned Media:
- 33. Thank You! Brad Little, The Nielsen Company VP, Head of BuzzMetrics, EMEA [email_address] @bradleyjlittle
Editor's Notes
- The advent of social media means that consumer conversations about and with a brand becomes more measurable Nielsen / FB are working together to better understand this new form of brand engagement for marketers This engagement, also known as earned media, can be measured with the same metrics as traditional paid media (i.e. lifts in recall, association, consideration) Today I will present our latest results from our ongoing Brand Lift research alliance with Facebook on measuring the effectiveness of earned and paid media & reveal their interdependencies in driving brand reach & brand impact.
- Provide guidance on how to quantify the value of social media advertising relative to their brand goals and how to understand it in terms that align with their overarching brand metrics. Because Nielsen is committed to providing clients with the most complete view of what consumers “watch” across all platforms, including how they engage with social media, we have made a major investment in helping advertisers understand how to achieve their brand goals in a social context.
- Homepage ads Are above-the-fold homepage ads that contain ad creative (image + text) as well as an option for users to engage with the brand (e.g “Become a fan”) Homepage Ads with Social Context (e.g social impressions), which include the names of a user’s friends, if any, who are already fans of the brand Organic impressions Which are social stories that appear on the homepage of friends of users who have engaged with a brand or become a Fan of that brand
- For the purposes of this case study, we examined the impact of Facebook advertising on 14 campaigns using the Nielsen BrandLift methodology. Campaigns selected were representative of more successful campaigns that included the “Become a Fan” engagement unit, and included advertisers from a range of categories, including CPG, entertainment, and retail. Results were aggregated across the fourteen campaigns in order to provide more generalized findings and to ensure the confidentiality of advertiser-specific results.
- and marketers need to reach a lot of people
- So we can help a client grow their business. But what can we do for them exactly? Well, it’s hard to articulate what we do for clients in one simple message… so we created a conceptual framework that covers everything we do, and gives you your elevator speech to the client. First, we help them understand who they reached. Did the campaign reach the right target? Second, etc. You see it’s pretty similar to a traditional purchase funnel, following the consumer as they move from awareness… to consideration… to conversion. It’s the 4 Rs of advertising effectiveness! Corey Jeffery will walk us through the Reach metrics we offer clients.