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More Twitter Buzz Means Higher TV Ratings BUT by Augustine Fou Digital Consigliere

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more social buzz does correspond with higher TV ratings; but that may still be hard to correlate to higher sales.

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More Twitter Buzz Means Higher TV Ratings BUT by Augustine Fou Digital Consigliere

  1. 1. Yes, there is a correlation.. Source: Nielsen / SocialGuide, March 2013-1- Augustine Fou
  2. 2. BUT, that doesn’t …-2- …necessarily drive sales Augustine Fou
  3. 3. Coca Cola is biggest brand 61 million Facebook fans 688k Twitter followers-3- Augustine Fou
  4. 4. Other key findings … • This study didn’t concern “sticky” content or sharing, so you can breathe a sigh of relief on that front • Print ads are slightly more effective than TV ads in driving “per-impression” sales(!) • Digital display ads are almost as effective as TV spots • “Search” ads are about half effective as TV (which is still pretty good)-4- Augustine Fou
  5. 5. Yahoo follow-up poll … 86% say “no” (social media does not influence what I buy) Source: Yahoo Finance Poll, March 19, 2013-5- Augustine Fou
  6. 6. So What? “Nielsen TV ratings are about reach and awareness; more Twitter buzz means more people saw the ad and also „talked‟ about it; which is good. But for a big huge brand like Coke, it probably won‟t move the needle much on sales because people will still buy Coke, for a host of other reasons. For smaller brands, I‟m sure we can find some examples where the awareness alone was able to create a measurable lift in sales.” - Dr. Augustine Fou-6- Augustine Fou
  7. 7. Dr. Augustine Fou – Digital Consigliere “I help clients determine what „big data‟ is relevant to them, and then put processes in place so they can derive insights from the data and ensure the insights are actionable.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou-7- Augustine Fou