Using social media data to demonstrate brand-building Brad Little, The Nielsen Company VP, Head of BuzzMetrics, EMEA @bradleyjlittle

… And Growing Globally!

Source: Nielsen NetView, * Home only

Page The Advantages of Social Media Are Also Its Biggest Challenges

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

Evaluating the Three Forms Execution on FB 1. Homepage Ads 2. Homepage Ads with Social Context 3. Organic impressions PAID MEDIA EARNED MEDIA

Impact of Paid Media Exposure on Facebook

Homepage Paid Ads with Social Advocacy Improve Campaign Performance

Marked Affect on Brand Metrics if There is an Organic Element

More Organic Exposure = Greater Impact

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

As Such You Need The “Right” Mixture of Paid + Earned + Self Created Media

Since this will maximise success notwithstanding the core principles of good brand management/ authenticity/consumer belief

What about another social platform?

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

Paid Impressions Open the Door, but Advertising Still Needs to Spark Brand Engagement & Connection

France [ 5mn ] UK [ 8mn ] Germany [ 9mn ] US [ 43mn ] Japan [ 8mn ] Canada [ 6mn ] Evian Dancing Roller Babies

“ 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

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

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

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

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:

Thank You! Brad Little, The Nielsen Company VP, Head of BuzzMetrics, EMEA [email_address] @bradleyjlittle