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May 15, 2015
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Infusing Media Planning with Social Data
Sean Corcoran, Sr. Analyst
March 8, 2011
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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
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…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 Marketing Online Benchmark Survey 2010
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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 Marketing Online Benchmark Survey 2010
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Tablet growth is exploding
82 million U.S. adults will own a tablet PC by 2015
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Even TV is changing
25% of U.S. online adults watch full length TV show
online each month
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This social media thing is real
More than 4 out of 5 online U.S. adults now participate in social media each month
Sources: Forrester Social Technographics Survey Q4, 2009
…and nearly 7 out of 10 European online adults too
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Social networks are really popular
59% of U.S. online adults are visiting social networks at least once per month
Sources: Forrester Social Technographics Survey Q1, 2010
…and 50% of online Metro Chinese adults too
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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
Sources: Forrester Social Technographics Survey Q1, 2010
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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 Marketing Online Benchmark Survey 2010
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People are empowered
Thanks to the groundswell, your customers now wield unprecedented power through social, mobile, and other technologies.
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All of a sudden our marketing toolbox doesn’t seem to make sense
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Marketers have been on the hunt
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…but the hunters have become the hunted
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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.
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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
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“Earned, Owned, Paid” redefines the media mix
Bought Media “The Catalyst”
Owned Media “The Portable Brand”
Earned Media “The Result”
• Reviews/Ratings
• Blog posts & comments
• Listening platforms
• Volume, Sentiment, etc.
• Paid Search
• Display ads
• Video ads
• Sponsorships
• Web site
• Mobile site
• YouTube
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The transition has begun
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Marketers have been shifting budgets toward earned and owned media
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Paid media (advertising) will catalyze
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Owned media makes the brand portable
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“Shiny Object Syndrome” rages on
Sources: Trendrr.com, Google Trends
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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 Survery Q4 2009
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And It Lives On
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+1.82
And it’s not just online as earned media can extend the experience of traditional marketing like TV
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Nike Weaves Earned, Owned, and Paid Together
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The Internet can provide some really interesting data
Source: Daniel Huffman http://cartastrophe.wordpress.com/author/somethingaboutmaps/
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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.
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What It Means: An up hill battle for marketers
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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
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Thank you
Sean Corcoran Twitter: @seancor
March 2011
34 © 2011 Networked Insights
Why use social data to inform your media plan?
© 2011 Networked Insights 35
Enterprise Time Spen
t
Time
The Web
Consumer Web
• Rapid Learning was key to efficiency gains
• Search Excelled
• Google was the Champion
• Contextual Discovery leads to efficiency in Insight and actions
• This is Networked Insights Core Technology
• Exponential data growth causes data overload
Data Gathering was strategic
Real-‐Time Web
Data Gathering
Insights
Actions
Macro Trends
© 2011 Networked Insights 36
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
Brands cannot afford to outspend their ecosystem
© 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
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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
39 © 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
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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
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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
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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
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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
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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
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7. Integrate Your Brand with a Show
“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
What’s Being Discussed
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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
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Our Vision is to help you plan across all Earned Owned Paid Media!
Owned Brochure, Retail stores, Company website, Microsite, Community, Facebook Fanpage, Mobile apps, etc.
Print, Television, Radio, Magazines, Cinema, Outdoor, Banners, Direct mail, SEM/Paid Search, In-‐store media
Paid
Prospects Customers
Word of mouth, Facebook, Twimer, Digg, Youtube, Flickr, Blogs, Forums
Earned
Advocates
48 © 2011 Networked Insights
To plan more than $5 Billion dollars of Media Spend in 2011
Networked Insights uses Earned Media
© 2011 Networked Insights 49
Get a FREE Copy of our eBook
Go here -‐ http://bit.ly/5tricks
We fuel insights, helping brands and their agencies make bemer markeKng decisions.
Founded in 2006 by industry leaders and seasoned entrepreneurs in the fields of social media and customer intelligence.
Headquartered in Madison, WI, with offices in New York and Chicago.
Dan Neely 608-‐237-‐1867 [email protected] networkedinsights.com