Walking Dead Webinar
22
The Walking Dead: Media Buying Guide for Brands A Networked Insights “Measure the Social” Report, January 2011
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A Networked Insights webinar, originally delivered on 1/19/11, that demonstrates the power of social data to create media buying efficiencies of 10% or more. Geared for agency media planners and buyers and brand marketers. Uses examples from AMC's hit show "The Walking Dead," showing how to leverage highly engaged shows to optimize media spend and maximize synergies between paid, owned, and earned assets.
Transcript of Walking Dead Webinar
The Walking Dead: Media Buying Guide for BrandsA Networked Insights “Measure the Social” Report, January 2011
Your Host Today
Jonathan ZarovDirector of Marketing
Networked Insights
Efficiency from the new way of measuring informs:
1. Optimization of Current Buy
2. Identification of shows before they go mainstream
3. Audience Segmentation
4. Maximization of Paid, Owned, and Earned Media
Media Buying Guide for Brands
Networked Insights
World’s largest focus group, unbiased and unaided
2 billion interactions per month
450 million people can’t be wrong
Networked Insights
You can’t get an edge when everyone is using the same data.
Planning and buying TV has traditionally been based upon audience assumptions and gut instincts fueled by Nielsen data.
Target Rating Points (TRPs) indicate viewers within a target, but are not reflective of engaged audiences.
Traditional Metrics
Networked Insights
Social data gives you a competitive advantage
TV spend gains efficiency when you get more reach for less money
The future buyer is armed with social data
Purchases shows based upon engagement and defined targets at reasonable cost.
The Complementary Value
The Competitive Advantage
Networked Insights
A New Type of Buyer
Networked Insights
Measuring the Audience
Nielsen:• Measures eyeballs• Industry standard• Tied to show schedule
SocialSense:• Measures engagement• Understands fan conversation• Predictive
The Baseline The Complementary Value
Highly Engaged Audience Poorly Engaged Audience
10/30/2010
10/31/2010
11/1/2010
11/2/2010
11/3/2010
11/4/2010
11/5/2010
11/6/2010
11/7/2010
11/8/2010
11/9/2010
11/10/2010
11/11/2010
11/12/2010
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0%
% of Total Impressions
10/30/2010
10/31/2010
11/1/2010
11/2/2010
11/3/2010
11/4/2010
11/5/2010
11/6/2010
11/7/2010
11/8/2010
11/9/2010
11/10/2010
11/11/2010
11/12/2010
0.0%2.0%
4.0%6.0%
8.0%10.0%
12.0%14.0%
16.0%18.0%
20.0%
% of Total Impressions
Networked Insights
Frequency Examples
10/30/2
010
10/31/2
010
11/1/2
010
11/2/2
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11/3/2
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11/4/2
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11/5/2
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11/6/2
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11/7/2
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11/8/2
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11/9/2
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11/10/2
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11/11/2
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11/12/2
0100.0%
10.0%
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60.0%
70.0%
80.0%
90.0%
100.0%
The Perfect Show
% o
f Tot
al A
udie
nce
Reac
hed
10/30/2
010
10/31/2
010
11/1/2
010
11/2/2
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11/3/2
010
11/4/2
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11/5/2
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11/6/2
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11/7/2
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11/8/2
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11/9/2
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11/10/2
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11/11/2
0100.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Total Fad
% o
f Tot
al A
udie
nce
Rea
ched
Great Sustainability and Growth No Sustainability and Poor Growth
Distribution of Reach Examples
Networked Insights
Zombies Frank Darabont (Director)
Rick Robert Kirkman (Creator)
Shane Lori Glen Andrea Merle Dixon
Carl
26.0%
11.3%
5.1% 4.2%1.4% 0.7% 0.5% 0.3% 0.1% 0.8%
27.7%
6.4% 7.1%
3.5% 3.5% 3.1% 2.7% 1.5% 1.4% 1.3%
11/1/201011/8/2010
“Wait... Norman Reedus [Merle Dixon] is on the Walking Dead, and he has a crossbow? Definitely my new favorite show. ” – Ign.com
* Percentages represent share of total Walking Dead audience engagement. Data was collected from conversations posted 11/9 to 11/15/10
What’s Being Discussed
Most Engaged PlayersAs new characters develop, we see them coming up more frequently in online conversation
Networked Insights
Enjoyable
Impressive
Accurate
Boring
Gory
Scary
0%
20%
40%
Week 2
Week 3
Emotional Connections
Fans of the show enjoy the goriness of the series.
* Percent represents share of conversation from posts collected 11/9 to 11/15/10
“The Walking Dead, I'm really liking this show, and I love that they're not shying away from the gore either.” – Insidehoops.com
“I for one welcome the backlash of the pussification of the vampire genre. Not sure why its being correlated to The Walking Dead being so gory but fuck it, I'm on board.” – Neogaf.com
What’s Being Discussed
Networked Insights
When buying TV, you can reach “Adults, 18–49.”
Leverage consumer conversation to define segments based upon their values, beliefs, practices, interactions, and conversations.
The Baseline
Audience Segmentation
Networked Insights
The Complementary Value
Analysis of consumer conversation around The Walking Dead showed that auto enthusiasts were finishing their Sunday evenings with The Walking Dead.
“Can't wait Love Sunday night lineup. Football, Boardwalk Empire then The Walking Dead.”– Mustangworld.com
What’s Being Discussed
Hyper-segmentation
Audience Segmentation
Networked Insights
41.0%
15.4%
20.5%
10.3%
12.8%
Fjcruiserforums.com Honda-tech.comNewcelica.org S10forum.comVwvortex.com
Automotive Enthusiasts – Walking Dead
Media Plan
Share of Voice
* UV = unique visitors, PV = page views
Top Automotive-related sites where AMC’s Walking Dead was discussed from 11/1 through 12/1/10
Top 5 sites represent 48.1% of total engagement
Fjcruiserforums.com (24k, 930k) 19.8%
Rank#1
Site (UV, PV)*
Newcelica.org (7K, 150k) 9.9%#2
Honda-tech.com (180K, 3.8M) 7.4%#3
Vwvortex.com (140K, 11M) 6.2%#4
S10forum.com (30K, 700k) 4.9%#5
Challengertalk.com (17K, 1.2M) 3.7%#6
Dfwstangs.net (15K, 2M) 3.7%#7
Nasioc.com (93k, 6.2M) 3.7%#8
I-club.com (7K, 150k) 2.5%#9
Clubcivic.com (20K, 180k) 2.5%#10
Networked Insights
Premiums are paid to access an audience of a known size with an unknown level of engagement.
Leverage consumer conversation to effectively distribute spend based on which shows are the most engaged in your target audience.
The Baseline
Optimization of Current Buy
Networked Insights
The Complementary Value
SAMPLEHow I Met Your MotherOutsourcedSimpsonsSupernatural
Dancing with the StarsPrivate PracticeCriminal MindsLife Unexpected
$253,300$232,220$189,890$118,660
Total Spend: $794,070 Total TRPs: 18.6
$217,090$209,100$202,215$99,110
Total Spend: $727,515 Total TRPs: 26.9 $ 224,474
Buy more of:
Buy less of:
Total Savings
Shift spend from low-engagement shows to high-engagement shows.
Shifting these 18.6 TRPs resulted in a 36.7% increase in media efficiency.
A 36.7% increase in media efficiency across
the entire Q4 spend saved $3,234,763
Optimization of Current Buy – Q4
Networked Insights
Paid, owned, and earned operate out of separate silos.
Informs paid opportunities, but doesn’t coordinate with earned and owned.
Social data provides the new competitive advantage.
Optimizes your sequencing of paid, owned, and earned assets.
The Baseline
Paid, Owned, and Earned
Networked Insights
The Complementary
Riding Social Lift
Social lift occurs when a brand receives a boost in conversation due to its relationship with another show, celebrity, or object.
Networked Insights
It’s All in the Timing
Networked Insights
What’s Being Discussed
“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.” Toyotanation.com
The Value of Social Efficiency
As a result of the smart brand integration, Toyota experienced a lift of 10.6%.
We estimated that Toyota spent $100 mil on this paid campaign.
Thus the lift earned Toyota an extra $10.6 mil in earned social efficiency.
Networked Insights
Get the Edge in Your TV Buys
Four ways to get efficiency from social analytics:
1. Identify new segments and hidden connections between existing segments
2. Buy media on shows before they become hits3. Optimize your current spend4. Get 10% or more in social efficiency on your buys
Networked Insights
