How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights

© 2011 Forrester Research, Inc. Reproduction Prohibited 2 © 2009 Forrester Research, Inc. Reproduction Prohibited

Infusing Media Planning with Social Data

Sean Corcoran, Sr. Analyst

March 8, 2011


This Internet thing is pretty popular

There are over 1.6 billion people online across the globe

and the BRIC countries will represent one third of the online

population by 2014


…but it’s not just the Internet

§  More than 80% of U.S. adults own a mobile phone

§  70% of U.S. households have a desktop PC and 50% have a laptop

§  39% of U.S. households have a video game console

§  37% of U.S. households have a DVR

§  13% of U.S. households have satellite radio

Source: Forrester North Americans Technographics Interactive Marketing Online Benchmark Survey 2010


Smartphones are breaking open the mobile world

§  Nearly 1 in 5 U.S. adults own a smartphone

§  Nielsen has predicted that more Americans will own smartphones than “feature phones” by Q3 of this year

§  1 out of 4 U.S. adults have an unlimited data plan

§  Apple sold its 10 billionth app in January



Tablet growth is exploding

82 million U.S. adults will own a tablet PC by 2015


Even TV is changing

25% of U.S. online adults watch full length TV show

online each month


This social media thing is real

More than 4 out of 5 online U.S. adults now participate in social media each month

Sources: Forrester Social Technographics Survey Q4, 2009

…and nearly 7 out of 10 European online adults too


Social networks are really popular

59% of U.S. online adults are visiting social networks at least once per month


…and 50% of online Metro Chinese adults too


People are VERY active with social media

Nearly one third of US online adults are “Conversationalists” – they post status updates on social sites at least weekly



The Millennials lead the way

§  Online U.S. 18-24 –  54% visit social networking

sites on a daily basis

–  54% watch user generated video on a weekly basis

–  57% have 100+ friends on Facebook

–  54% access the mobile Internet on a weekly basis

–  71% have a gaming console in their home



People are empowered

Thanks to the groundswell, your customers now wield unprecedented power through social, mobile, and other technologies.


All of a sudden our marketing toolbox doesn’t seem to make sense


Marketers have been on the hunt


…but the hunters have become the hunted


A new era of marketing is upon us

§  The Era Of Adaptive Marketing –  A flexible approach in which marketers respond quickly to their

environment to align customer and brand goals to maximize return on brand equity.


In the Adaptive Era

§  Marketing evolves from a focus on push to pull

§  The Groundswell (social media) is mainstream

§  Marketing communication is “always on”

§  Consumers move from passive audience to active participants §  Budget will continue to shift to online media

§  Intelligence drives decisions in real time


“Earned, Owned, Paid” redefines the media mix

Bought Media “The Catalyst”

Owned Media “The Portable Brand”

Earned Media “The Result”

•  Reviews/Ratings

•  Blog posts & comments

•  Listening platforms

•  Volume, Sentiment, etc.

•  Paid Search

•  Display ads

•  Video ads

•  Sponsorships

•  Web site

•  Mobile site

•  Facebook

•  Twitter

•  YouTube


The transition has begun


Marketers have been shifting budgets toward earned and owned media


Paid media (advertising) will catalyze


Owned media makes the brand portable


“Shiny Object Syndrome” rages on

Sources: Trendrr.com, Google Trends


Word-Of-Mouth Is Now Media (Earned Media)

Word-of-mouth impressions made by people on other people online in the U.S. in 2009:

Source: Forrester North Americans Technographics Empowerment Survery Q4 2009


And It Lives On


+1.82

And it’s not just online as earned media can extend the experience of traditional marketing like TV


Nike Weaves Earned, Owned, and Paid Together


The Internet can provide some really interesting data

Source: Daniel Huffman http://cartastrophe.wordpress.com/author/somethingaboutmaps/


Demographics and psychographics don’t tell the whole story

Today’s media planning tools are missing the point. Men

18-34 with an interest in sports ignores one of the most powerful and important elements – influence.


What It Means: An up hill battle for marketers


What It Means

§  Mindset change –  Ironically, traditional mass media ignores people’s relationships with each other

§  Roles –  Earned, Owned, Paid Media requires the blurring of traditional roles such as

media planning, public relations, and even customer service

§  Skills –  A swing toward the left brain (analytics and technology)

§  Partners –  Agencies, especially media agencies, need to focus on all forms of media, not

just paid

§  Tools –  Intelligence – real time, includes influence, builds relationships with people

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Sean Corcoran Twitter: @seancor

March 2011

34 © 2011 Networked Insights

Why use social data to inform your media plan?

© 2011 Networked Insights 35

Enterprise Time Spen

t

Time

The Web

Consumer Web

•  Rapid Learning was key to efficiency gains

•  Search Excelled

•  Google was the Champion

•  Contextual Discovery leads to efficiency in Insight and actions

•  This is Networked Insights Core Technology

•  Exponential data growth causes data overload

Data Gathering was strategic

Real-‐Time Web

Data Gathering

Insights

Actions

Macro Trends


While innovaKve product jumpstarts brands, markeKng quickly becomes the differenKator ‘Word of mouth’ has become ‘Word of web’ More focused brands are the early adopters of social media-‐driven markeKng

Brands cannot afford to outspend their ecosystem


Networked Insights allows brands to achieve massive media efficiency

Social Data is the key to efficiency in all media spend (TV and digital; earned, owned, and paid) At least 10% of efficiency across the enKre media spend


7 Ways to Use Social Media in Media Planning

Execu,ve summary:

1.  OpKmizaKon of Current Buy

2.  Finding TV shows before they go mainstream

3.  Audience SegmentaKon

4.  MaximizaKon of Earned, Owned, Paid Media

5.  Finding a Celebrity Endorser

6.  IdenKfy Content That Plays to a Target

7.  Integrate Your Brand in a Show


1. OpKmizaKon of Current Buy

Finding Diamonds in the Rough

² Nielsen defines market value of a show by Gross RaKng Points (GRPs) and Target RaKng Points (TRPs)

²  Buying shows where social data shows a highly engaged audience and tradiKonal data shows low GRPs/TRPs produces opKmized buys and tremendous value


2. Finding Shows Before They Go Mainstream

Iden,fying a hit before it goes on air

²  TradiKonal raKngs need an audience to see a show air before they can get audience reacKon

²  Social data is predicKve: buzz before the show airs can point the way to a great buy before the market has realized the high value


3. Audience SegmentaKon

Targe,ng audiences through hyper-‐segmenta,on

²  TradiKonal metrics lead to expensive buys for shows and other channels that can deliver along a few key demographics

²  Social data can find audiences through context and conversaKon leading to more efficient buys of hyper-‐targets — eg, the intersecKon of auto enthusiasts and fans of a show or a website


4. MaximizaKon of Earned, Owned, Paid

Breaking down Silos and earning social liI

²  These themes areas have oien been run by separate departments within a brand or agency; synergies not well coordinated

²  Social data can help sequence these areas to create synergies and provide social lii


5. Finding a Celebrity Endorser

Find the intersec,on of Brand X and Celebrity Y

²  Focus groups are slow, biased, and expensive

² Quickly and efficiently test different celebriKes as candidates for brand endorsers with social data


6. IdenKfy Content That Plays to a Target

Fans will tell you what they like

²  Focus groups are slow, biased, and expensive

² Quickly and efficiently test different content — such as arKcles, apps, and offers — with social data


7. Integrate Your Brand with a Show

“Has anyone seen this? I was watching the premier of The Walking Dead last night and a commercial came on with a Corolla S that was driving through zombies. It was amazing! I got so excited I almost did a backflip out of my bed.” ToyotanaKon.com

What’s Being Discussed


Bonus Case Study: Super Bowl Fans Pile On!

²  Teleflora placed only one ad, but had the highest efficiency of spend

²  Chrysler had the highest social lii — 377%— but they had to spend a lot more to get it

²  SenKment is always a factor, and Teleflora did well with 79% of comments posiKve

²  Volkswagen had the highest posiKve senKment at 89%

²  Chrysler had the highest negaKve senKment of the top 10

²  Watch for our report on the Oscars


Our Vision is to help you plan across all Earned Owned Paid Media!

Owned Brochure, Retail stores, Company website, Microsite, Community, Facebook Fanpage, Mobile apps, etc.

Print, Television, Radio, Magazines, Cinema, Outdoor, Banners, Direct mail, SEM/Paid Search, In-‐store media

Paid

Prospects Customers

Word of mouth, Facebook, Twimer, Digg, Youtube, Flickr, Blogs, Forums

Earned

Advocates


To plan more than $5 Billion dollars of Media Spend in 2011

Networked Insights uses Earned Media


Get a FREE Copy of our eBook

Go here -‐ http://bit.ly/5tricks

We fuel insights, helping brands and their agencies make bemer markeKng decisions.

Founded in 2006 by industry leaders and seasoned entrepreneurs in the fields of social media and customer intelligence.

Headquartered in Madison, WI, with offices in New York and Chicago.

Dan Neely 608-‐237-‐1867 [email protected] networkedinsights.com

How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights

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Transcript of How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights