2010.06 Using social media data to demonstrate brand-building

BRANDING ONLINE: THE TIME IS NOW2-3 June 2010

Using social media data to demonstrate brand-building

Brad Little, The Nielsen CompanyVP, Head of BuzzMetrics, EMEA

@bradleyjlittle


… And Growing Globally!

2


Source: Nielsen NetView, * Home only

% of Internet Users on Social Networks

68%59%

80%

67%

51%

73% 72% 75%

51%

69% 67%73%

69%

84%

73%

59%

77% 75% 78%

58%

73% 73%

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The Advantages of Social MediaAre 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


Key Questions

• How do social media impressions impact the effectiveness of a campaign?

• What are the drivers of social media impression distribution?• How can advertisers best manage the combination of reach

and effectiveness of social media campaigns?

+ = BrandLift


BrandLift: A Continuous Measurement Service

• 6 months of research

• Consisting in surveys of over 800,000 Facebook users

• And more than 125 individual Facebook advertising campaigns

• From 70 brand advertisers


Page 8

Facebook’s ad systems automatically generate a small control group of users called a “holdout” who are identical to those targeted by your campaign, except that they were randomly selected to not see your ads.

How “BrandLift” Works

A comprehensive PowerPoint deliverable highlighting study results and brand effect metrics:

1.-Results for up to four standard brand attitude and usage questions via single-question surveys and two custom single/double question surveys2.-Delivered within days of the end of the survey fielding3.-In-depth presentation of findings

1 Ad Displayed to user Automatic, random holdouts

3 4

2

ResultsExample Poll


Page 9

3 key metrics evaluated

1• “Have you heard of Glitter Hairspray?”

Awareness

2 Message Awareness

• “Which of the following companies uses the slogan

“Shine throughout the day”? or• “Which of the following brands do you associate with

the message ‘Shine throughout the day’?

3 Purchase Intent

• “How likely are you to purchase a Glitter hair product this

month? or• “Would you be interested in trying the Glitter Mousse?”

• Survey collection 24 hours post exposure• Minimum of 3,000 respondents• Studies compared against a normative Nielsen database to determine overall

effectiveness and awareness results.


Evaluating the Three Forms Execution on FB

1. Homepage Ads

2. Homepage Ads with Social Context

3. Organic impressions

PAID MEDIA EARNED MEDIA


What Did We Find?

Understanding the Value of a Social Media Impression

• 14 campaigns representative of more successful campaigns that included:– the “Become a Fan” engagement unit, and – advertisers from a range of categories (CPG, entertainment,

retail…)

• Results were aggregated across the 14 campaigns:–To provide more generalised findings–To ensure the confidentiality of advertiser-specific results


Impact of Paid Media Exposure on Facebook

Difference between control group and exposed

10%

4%

2%

Ad Recall Awareness Purchase Intent

Delta versus control


Homepage Paid Ads with Social Advocacy Improve Campaign Performance


10%

4%

2%

16%

8% 8%


Home page ad expsoure

Home page ad expsoure with soialadvocacy


Marked Affect on Brand Metrics if There is an Organic Element


10%

4%

2%

30%

13%

8%


Home page ad expsoure

Home page ad + organic


More Organic Exposure = Greater Impact


15%

7%

3%

32%

13%

10%

33%

28%

15%


1-2 3-9 10+


How To Maximise Reach & EngagementStart with engaging

Home Page AdLeads

Tousers interacting with ad

unit in friends feed

Facebook User Reach Index

106

112

100

Reach

Saw HP Ads

Saw Organics Only

Saw HP Ads + Organic

Increased Reach

Facebook User Engagement* Index

124

100

Reach

Engaged with Ad

Engaged with Organics

And Increased User EngagementSource: Facebook * Engagement = click through, video play, RSVP, vote on a poll etc


There is a strong relationship between the engagement rate of the ad campaign and the number of ad impressions

0.72correlation


BUT...Organic impressions are difficult to scale

Organic Reach

Total CampaignReach


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

REACH RECEPTIVITY RESONANCE REACTION

Did the campaign reach the brand’s target?

Did the media placement deliver engaged viewers?

Did the campaign generate the desired results?


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


26

“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



How many people did your campaign reach?

Exposed to Paid Ad 6,327,000

Exposed to YouTube Evian Watch Pages

3,037,000

Period: 1st – 31st July 2009Paid for + Watch Pages: 9,067,000

Paid for Ad

Duplication

YT Evian Watch Pages

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

Earned Media

extended the reach, with

little overlap


116

158

Average time spent with brand

Paid ad Total campaign

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

Very significant uplift in time spent with brand and in

amplification generated from paid

activity


Did your target remember your brand?

45%

83%

59%

69%

56%

89%

68%

77%

0%

25%

50%

75%

100%

First Mentions(Awareness)

Brand Favourability Brand Preference Purchase Consideration

Control Test

Significant brand uplift seen across all metrics through the purchase funnel.

Significant brand uplift seen across all metrics through the purchase funnel.

Significant difference at 95% confidence limit

Regular Bottled Water Drinkers, Not Exposed vs. Exposed


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: 3rd July 2009

30 times higher than the average click through metric (0.18%, Ad Tech)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 Media:

Paid-For + Earned Media:

Paid-For + Earned Media:


• Buying social media is different than buying standard online media

• Critical to understand advertising both in terms of – Paid media and– How earned media & social advocacy contribute to campaigns

• Social advocacy and earned impressions can impact consumers in 3 important ways – By making them more likely to notice an ad (Recall)– To take away its message (Awareness)– To increase their interest in making purchase (Intent)

• The next step is to expand this understanding to offline sales and long-term brand value


Thank You!

Brad Little, The Nielsen CompanyVP, Head of BuzzMetrics, EMEA

[email protected]

@bradleyjlittle

2010.06 Using social media data to demonstrate brand-building

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