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1   © 2011 Forrester Research, Inc. Reproduction Prohibited
Infusing Media Planning with Social Data
Sean Corcoran, Sr. Analyst



March 8, 2011




2   © 2011 Forrester Research, Inc. Reproduction Prohibited
      2009
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




3   © 2011 Forrester Research, Inc. Reproduction Prohibited
…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
4   © 2011 Forrester Research, Inc. Reproduction Prohibited   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




                                                                    Source: Forrester North Americans Technographics Interactive
5   © 2011 Forrester Research, Inc. Reproduction Prohibited         Marketing Online Benchmark Survey 2010
Tablet growth is exploding



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




6   © 2011 Forrester Research, Inc. Reproduction Prohibited
Even TV is changing



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




7   © 2011 Forrester Research, Inc. Reproduction Prohibited
This social media thing is real




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


…and nearly 7 out of 10 European online adults too




 8                                                     Sources:
     © 2011 Forrester Research, Inc. Reproduction Prohibited      Forrester Social Technographics Survey Q4, 2009
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




9                                                     Sources:
    © 2011 Forrester Research, Inc. Reproduction Prohibited      Forrester Social Technographics Survey Q1, 2010
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




10   © 2011 Forrester Research, Inc. Reproduction Prohibited
                                                           Sources:   Forrester Social Technographics Survey Q1, 2010
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




                                                               Source: Forrester North Americans Technographics Interactive
11   © 2011 Forrester Research, Inc. Reproduction Prohibited   Marketing Online Benchmark Survey 2010
People are empowered


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




12   © 2011 Forrester Research, Inc. Reproduction Prohibited
All of a sudden our marketing toolbox doesn’t seem
 to make sense




13   © 2011 Forrester Research, Inc. Reproduction Prohibited
Marketers have been on the hunt




14   © 2011 Forrester Research, Inc. Reproduction Prohibited
…but the hunters have become the hunted




15   © 2011 Forrester Research, Inc. Reproduction Prohibited
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.




16   © 2011 Forrester Research, Inc. Reproduction Prohibited
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




17   © 2011 Forrester Research, Inc. Reproduction Prohibited
“Earned, Owned, Paid” redefines the media mix
                                                                                          •  Reviews/Ratings
                                                                                          •  Blog posts & comments
                                                                                          •  Listening platforms

                                                              Earned Media                •  Volume, Sentiment, etc.
                                                              “The Result”


•  Web site                                                                                          •  Paid Search

•  Mobile site                                                                                       •  Display ads
                                     Owned Media                         Bought Media
•  Facebook                                                                                          •  Video ads
                                     “The Portable Brand”                “The Catalyst”
•  Twitter                                                                                           •  Sponsorships

•  YouTube




    18       © 2011 Forrester Research, Inc. Reproduction Prohibited
The transition has begun




19   © 2011 Forrester Research, Inc. Reproduction Prohibited
Marketers have been shifting budgets toward earned
 and owned media




20   © 2011 Forrester Research, Inc. Reproduction Prohibited
Paid media (advertising) will catalyze




21   © 2011 Forrester Research, Inc. Reproduction Prohibited
Owned media makes the brand portable




22   © 2011 Forrester Research, Inc. Reproduction Prohibited
“Shiny Object Syndrome” rages on




23   © 2011 Forrester Research, Inc. Reproduction Prohibited
                                                               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
24   © 2011 Forrester Research, Inc. Reproduction Prohibited   Survery Q4 2009
And It Lives On




25   © 2011 Forrester Research, Inc. Reproduction Prohibited
And it’s not just online as earned media can extend
 the experience of traditional marketing like TV




                                                               +   1.82	
  
26   © 2011 Forrester Research, Inc. Reproduction Prohibited
Nike Weaves Earned, Owned, and Paid Together




27   © 2011 Forrester Research, Inc. Reproduction Prohibited
The Internet can provide some really interesting data




                                                               Source: Daniel Huffman http://cartastrophe.wordpress.com/author/
28   © 2011 Forrester Research, Inc. Reproduction Prohibited   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.




29   © 2011 Forrester Research, Inc. Reproduction Prohibited
What It Means: An up hill battle for marketers




30   © 2011 Forrester Research, Inc. Reproduction Prohibited
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



31   © 2011 Forrester Research, Inc. Reproduction Prohibited
Thank you


Sean Corcoran
Twitter: @seancor




  © 2009 Forrester Research, Inc. Reproduction Prohibited
March	
  2011	
  
Why	
  use	
  
         social	
  data	
  to	
  
         inform	
  your	
  
         media	
  plan?	
  


34	
                       ©	
  2011	
  Networked	
  Insights	
  
Macro	
  Trends	
  

                                       Data Gathering
                                       Insights
                                       Actions
                                                                                                              Real-­‐Time	
  Web	
  

                                                                                   Consumer	
  Web	
  
Enterprise	
  Time	
  Spent	
  	
  




                                                        The	
  Web	
  


                                       Data Gathering                    •  Rapid Learning
                                       was strategic                        was key to            •  Exponential                •  Contextual Discovery
                                                                            efficiency gains         data growth                   leads to efficiency in
                                                                         •  Search                   causes data                   Insight and actions
                                                                            Excelled                 overload                   •  This is Networked
                                                                         •  Google was the                                         Insights Core
                                                                            Champion                                               Technology



    35	
                                                                               Time	
                                   ©	
  2011	
  Networked	
  Insights	
  
Brands	
  cannot	
  afford	
  to	
  outspend	
  their	
  ecosystem	
  


                                          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	
  




36	
                                                                        ©	
  2011	
  Networked	
  Insights	
  
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	
  
                                            	
  

37	
                                                            ©	
  2011	
  Networked	
  Insights	
  
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	
  	
  
38	
                                                                            ©	
  2011	
  Networked	
  Insights	
  
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	
  




39	
                                                                              ©	
  2011	
  Networked	
  Insights	
  
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	
  




40	
                                                                                    ©	
  2011	
  Networked	
  Insights	
  
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	
  


41	
                                                                        ©	
  2011	
  Networked	
  Insights	
  
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	
  




42	
                                                                            ©	
  2011	
  Networked	
  Insights	
  
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	
  




43	
                                                                                ©	
  2011	
  Networked	
  Insights	
  
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	
  




44	
                                                                                         ©	
  2011	
  Networked	
  Insights	
  
7.	
  Integrate	
  Your	
  Brand	
  with	
  a	
  Show	
  




                                                                 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.”	
  	
  
                                                    ToyotanaKon.com	
  

45	
                                                                                       ©	
  2011	
  Networked	
  Insights	
  
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	
  
46	
                                                                                      ©	
  2011	
  Networked	
  Insights	
  
Our	
  Vision	
  is	
  to	
  help	
  you	
  plan	
  across	
  all	
  
                                                                                              	
  
                                      Earned	
  Owned	
  Paid	
  Media!             	
  



                         Earned	
                                    Owned	
                                    Paid	
  
         Word	
  of	
  mouth,	
  Facebook,	
           Brochure,	
  Retail	
  stores,	
  	
     Print,	
  Television,	
  Radio,	
  
         Twimer,	
  Digg,	
  Youtube,	
  Flickr,	
     Company	
  website,	
  Microsite,	
      Magazines,	
  Cinema,	
  Outdoor,	
  
         Blogs,	
  Forums	
                            Community,	
  Facebook	
  Fanpage,	
     Banners,	
  Direct	
  mail,	
  SEM/Paid	
  
                                                       Mobile	
  apps,	
  etc.	
                Search,	
  In-­‐store	
  media	
  
                                                       	
                                       	
  




                   Advocates	
                                  Customers	
                                  Prospects	
  
47	
                                                                                                           ©	
  2011	
  Networked	
  Insights	
  
To	
  plan	
  more	
  
Networked	
  Insights	
       than	
  $5	
  Billion	
  
uses	
  Earned	
  Media	
  
                              dollars	
  of	
  Media	
  
                              Spend	
  in	
  2011	
  


48	
                                          ©	
  2011	
  Networked	
  Insights	
  
Get	
  a	
  FREE	
  Copy	
  of	
  our	
  eBook	
  




                   Go	
  here	
  	
  -­‐	
  http://bit.ly/5tricks
                                                	
  
49	
                                                          ©	
  2011	
  Networked	
  Insights	
  
We	
  fuel	
  insights,	
  helping	
  brands	
  and	
  their	
  
           agencies	
  make	
  bemer	
  markeKng	
  decisions.	
  	
  




Dan	
  Neely	
                                             Founded	
  in	
  2006	
  by	
  industry	
  leaders	
  and	
  	
  
608-­‐237-­‐1867	
  	
  	
  	
  	
  	
  	
  	
  	
  	
     seasoned	
  entrepreneurs	
  in	
  the	
  fields	
  of	
  social	
  	
  
daniel.neely@networkedinsights.com	
                       media	
  and	
  customer	
  intelligence.	
  
	
                                                         Headquartered	
  in	
  Madison,	
  WI,	
  with	
  offices	
  	
  
networkedinsights.com	
  	
                                in	
  New	
  York	
  and	
  Chicago.	
  	
  
                                                           	
  	
  

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

  • 1. 1 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 2. Infusing Media Planning with Social Data Sean Corcoran, Sr. Analyst March 8, 2011 2 © 2011 Forrester Research, Inc. Reproduction Prohibited 2009
  • 3. 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 3 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 4. …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 4 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
  • 5. 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 Source: Forrester North Americans Technographics Interactive 5 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
  • 6. Tablet growth is exploding 82 million U.S. adults will own a tablet PC by 2015 6 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 7. Even TV is changing 25% of U.S. online adults watch full length TV show online each month 7 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 8. This social media thing is real More than 4 out of 5 online U.S. adults now participate in social media each month …and nearly 7 out of 10 European online adults too 8 Sources: © 2011 Forrester Research, Inc. Reproduction Prohibited Forrester Social Technographics Survey Q4, 2009
  • 9. 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 9 Sources: © 2011 Forrester Research, Inc. Reproduction Prohibited Forrester Social Technographics Survey Q1, 2010
  • 10. 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 10 © 2011 Forrester Research, Inc. Reproduction Prohibited Sources: Forrester Social Technographics Survey Q1, 2010
  • 11. 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 Source: Forrester North Americans Technographics Interactive 11 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
  • 12. People are empowered Thanks to the groundswell, your customers now wield unprecedented power through social, mobile, and other technologies. 12 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 13. All of a sudden our marketing toolbox doesn’t seem to make sense 13 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 14. Marketers have been on the hunt 14 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 15. …but the hunters have become the hunted 15 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 16. 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. 16 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 17. 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 17 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 18. “Earned, Owned, Paid” redefines the media mix •  Reviews/Ratings •  Blog posts & comments •  Listening platforms Earned Media •  Volume, Sentiment, etc. “The Result” •  Web site •  Paid Search •  Mobile site •  Display ads Owned Media Bought Media •  Facebook •  Video ads “The Portable Brand” “The Catalyst” •  Twitter •  Sponsorships •  YouTube 18 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 19. The transition has begun 19 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 20. Marketers have been shifting budgets toward earned and owned media 20 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 21. Paid media (advertising) will catalyze 21 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 22. Owned media makes the brand portable 22 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 23. “Shiny Object Syndrome” rages on 23 © 2011 Forrester Research, Inc. Reproduction Prohibited Sources: Trendrr.com, Google Trends
  • 24. 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 24 © 2011 Forrester Research, Inc. Reproduction Prohibited Survery Q4 2009
  • 25. And It Lives On 25 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 26. And it’s not just online as earned media can extend the experience of traditional marketing like TV + 1.82   26 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 27. Nike Weaves Earned, Owned, and Paid Together 27 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 28. The Internet can provide some really interesting data Source: Daniel Huffman http://cartastrophe.wordpress.com/author/ 28 © 2011 Forrester Research, Inc. Reproduction Prohibited somethingaboutmaps/
  • 29. 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. 29 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 30. What It Means: An up hill battle for marketers 30 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 31. 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 31 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • 32. Thank you Sean Corcoran Twitter: @seancor © 2009 Forrester Research, Inc. Reproduction Prohibited
  • 34. Why  use   social  data  to   inform  your   media  plan?   34   ©  2011  Networked  Insights  
  • 35. Macro  Trends   Data Gathering Insights Actions Real-­‐Time  Web   Consumer  Web   Enterprise  Time  Spent     The  Web   Data Gathering •  Rapid Learning was strategic was key to •  Exponential •  Contextual Discovery efficiency gains data growth leads to efficiency in •  Search causes data Insight and actions Excelled overload •  This is Networked •  Google was the Insights Core Champion Technology 35   Time   ©  2011  Networked  Insights  
  • 36. Brands  cannot  afford  to  outspend  their  ecosystem   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   36   ©  2011  Networked  Insights  
  • 37. 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     37   ©  2011  Networked  Insights  
  • 38. 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     38   ©  2011  Networked  Insights  
  • 39. 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   39   ©  2011  Networked  Insights  
  • 40. 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   40   ©  2011  Networked  Insights  
  • 41. 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   41   ©  2011  Networked  Insights  
  • 42. 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   42   ©  2011  Networked  Insights  
  • 43. 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   43   ©  2011  Networked  Insights  
  • 44. 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   44   ©  2011  Networked  Insights  
  • 45. 7.  Integrate  Your  Brand  with  a  Show   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.”     ToyotanaKon.com   45   ©  2011  Networked  Insights  
  • 46. 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   46   ©  2011  Networked  Insights  
  • 47. Our  Vision  is  to  help  you  plan  across  all     Earned  Owned  Paid  Media!   Earned   Owned   Paid   Word  of  mouth,  Facebook,   Brochure,  Retail  stores,     Print,  Television,  Radio,   Twimer,  Digg,  Youtube,  Flickr,   Company  website,  Microsite,   Magazines,  Cinema,  Outdoor,   Blogs,  Forums   Community,  Facebook  Fanpage,   Banners,  Direct  mail,  SEM/Paid   Mobile  apps,  etc.   Search,  In-­‐store  media       Advocates   Customers   Prospects   47   ©  2011  Networked  Insights  
  • 48. To  plan  more   Networked  Insights   than  $5  Billion   uses  Earned  Media   dollars  of  Media   Spend  in  2011   48   ©  2011  Networked  Insights  
  • 49. Get  a  FREE  Copy  of  our  eBook   Go  here    -­‐  http://bit.ly/5tricks   49   ©  2011  Networked  Insights  
  • 50. We  fuel  insights,  helping  brands  and  their   agencies  make  bemer  markeKng  decisions.     Dan  Neely   Founded  in  2006  by  industry  leaders  and     608-­‐237-­‐1867                     seasoned  entrepreneurs  in  the  fields  of  social     daniel.neely@networkedinsights.com   media  and  customer  intelligence.     Headquartered  in  Madison,  WI,  with  offices     networkedinsights.com     in  New  York  and  Chicago.