Consumers are talking about brands more than ever before online. Social Media captures these conversations in various forms and if tapped right can uncover a vast array of information that can impact your media investments. Applying this knowledge to optimize your ad spend can generate efficiencies of more than 10 percent! Join Adweek and Networked Insights for a free webinar and dig deeper into Social Media data and get past GRPs & TRPs to uncover what consumers are talking about and where - just in time for the upfronts. In this webinar you will learn: * Value gained exploiting shows undervalued by Nielsen. * Hyper-segmentation approaches that go beyond "Adults 18 to 49." * How social can point the way to premium audiences at non-premium prices. * How to coordinate paid, earned, and owned assets to generate a "social lift" and make your spend go farther.

1. March
2011

2. Why
use
social
data
to
inform
your
media
plan?
2
©
2011
Networked
Insights

3. Macro
Trends
Enterprise
Time
Spent
3
Time
©
2011
Networked
Insights

4. Macro
Trends
Data Gathering
Insights
Actions
Enterprise
Time
Spent
Data Gathering
was strategic
4
Time
©
2011
Networked
Insights

5. Macro
Trends
Data Gathering
Insights
Actions
Enterprise
Time
Spent
The
Web
Data Gathering
was strategic
5
Time
©
2011
Networked
Insights

6. Macro
Trends
Data Gathering
Insights
Actions
Enterprise
Time
Spent
The
Web
Data Gathering • Rapid Learning
was strategic was key to
efficiency gains
• Search
Excelled
• Google was the
Champion
6
Time
©
2011
Networked
Insights

7. Macro
Trends
Data Gathering
Insights
Actions
Consumer
Web
Enterprise
Time
Spent
The
Web
Data Gathering • Rapid Learning
was strategic was key to
efficiency gains
• Search
Excelled
• Google was the
Champion
7
Time
©
2011
Networked
Insights

8. Macro
Trends
Data Gathering
Insights
Actions
Consumer
Web
Enterprise
Time
Spent
The
Web
Data Gathering • Rapid Learning
was strategic was key to • Exponential
efficiency gains data growth
• Search causes data
Excelled overload
• Google was the
Champion
8
Time
©
2011
Networked
Insights

9. 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
efficiency gains data growth
• Search causes data
Excelled overload
• Google was the
Champion
9
Time
©
2011
Networked
Insights

10. 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
10
Time
©
2011
Networked
Insights

11. Brands
cannot
afford
to
outspend
their
ecosystem
While
innovaNve
product
jumpstarts
brands,
markeNng
quickly
becomes
the
differenNator
Word
of
mouth
has
become
Word
of
web
More
focused
brands
are
the
early
adopters
of
social
media-­‐driven
markeNng
11
©
2011
Networked
Insights

12. Networked
Insights
allows
brands
to
achieve
massive
media
efficiency
Social
Data
is
the
key
to
efficiency
in
all
media
spend
(TV
and
digital;
paid,
owned,
and
earned)
At
least
10%
of
efficiency
across
the
enNre
media
spend
12
©
2011
Networked
Insights

13. 7
Ways
to
Use
Social
Media
in
Media
Planning
Execu&ve
summary:
1. OpNmizaNon
of
Current
Buy
2. Finding
TV
shows
before
they
go
mainstream
3. Audience
SegmentaNon
4. MaximizaNon
of
Paid,
Owned,
Earned
Media
5. Finding
a
Celebrity
Endorser
6. IdenNfy
Content
That
Plays
to
a
Target
7. Integrate
Your
Brand
in
a
Show
13
©
2011
Networked
Insights

14. 1.
OpNmizaNon
of
Current
Buy
Finding
Diamonds
in
the
Rough
² Nielsen
defines
market
value
of
a
show
by
Gross
RaNng
Points
(GRPs)
and
Target
RaNng
Points
(TRPs)
² Buying
shows
where
social
data
shows
a
highly
engaged
audience
and
tradiNonal
data
shows
low
GRPs/TRPs
produces
opNmized
buys
and
tremendous
value
14
©
2011
Networked
Insights

15. 1.
OpNmizaNon
of
Current
Buy
Finding
Diamonds
in
the
Rough
² Nielsen
defines
market
value
of
a
show
by
Gross
RaNng
Points
(GRPs)
and
Target
RaNng
Points
(TRPs)
² Buying
shows
where
social
data
shows
a
highly
engaged
audience
and
tradiNonal
data
shows
low
GRPs/TRPs
produces
opNmized
buys
and
tremendous
value
OUTPUT
Made
$7,000,000
perform
like
$10,000,000
a
42%
Increase
In
Ad
Performance
15
©
2011
Networked
Insights

16. 2.
Finding
Shows
Before
They
Go
Mainstream
Iden&fying
a
hit
before
it
goes
on
air
² TradiNonal
raNngs
need
an
audience
to
see
a
show
air
before
they
can
get
audience
reacNon
² Social
data
is
predicNve:
buzz
before
the
show
airs
can
point
the
way
to
a
great
buy
before
the
market
has
realized
the
high
value
16
©
2011
Networked
Insights

17. 2.
Finding
Shows
Before
They
Go
Mainstream
Iden&fying
a
hit
before
it
goes
on
air
² TradiNonal
raNngs
need
an
audience
to
see
a
show
air
before
they
can
get
audience
reacNon
² Social
data
is
predicNve:
buzz
before
the
show
airs
can
point
the
way
to
a
great
buy
before
the
market
has
realized
the
high
value
OUTPUT
Spent
$65,000
per
30-­‐second
spot
rather
than
spending
$220,000
per
30-­‐second
spot
17
©
2011
Networked
Insights

18. 3.
Audience
SegmentaNon
Targe&ng
audiences
through
hyper-­‐
segmenta&on
² TradiNonal
metrics
lead
to
expensive
buys
for
shows
and
other
channels
that
can
deliver
along
only
a
few
key
demographics
² Social
data
can
find
audiences
through
context
and
conversaNon
leading
to
more
efficient
18
©
2011
Networked
Insights

19. 3.
Audience
SegmentaNon
Targe&ng
audiences
through
hyper-­‐
segmenta&on
² TradiNonal
metrics
lead
to
expensive
buys
for
shows
and
other
channels
that
can
deliver
along
only
a
few
key
demographics
² Social
data
can
find
audiences
through
context
and
conversaNon
leading
to
more
efficient
OUTPUT
How
to
Reach
Premium
Viewers
Without
Paying
Premium
Pricing
19
©
2011
Networked
Insights

20. 4.
MaximizaNon
of
Paid,
Earned,
Owned
October
1.2%
Breaking
down
Silos
and
earning
September
0.3%
social
liG
Earned
² These
themes
areas
have
ojen
been
August
2.6%
Media
run
by
separate
departments
within
a
Ripple
brand
or
agency;
synergies
not
well
July
1.7%
June
0.1%
coordinated
May
0.7%
April
0.7%
² Social
data
can
help
sequence
these
March
0.2%
February
0.7%
areas
to
create
synergies
and
provide
social
lij
Earned
Impressions
Earned
Brand
Value*
31,383,872
$62,768
20
©
2011
Networked
Insights

21. 4.
MaximizaNon
of
Paid,
Earned,
Owned
October
1.2%
Breaking
down
Silos
and
earning
September
0.3%
social
liG
Earned
² These
themes
areas
have
ojen
been
August
2.6%
Media
run
by
separate
departments
within
a
Ripple
brand
or
agency;
synergies
not
well
July
1.7%
June
0.1%
coordinated
May
0.7%
April
0.7%
² Social
data
can
help
sequence
these
March
0.2%
February
0.7%
areas
to
create
synergies
and
provide
social
lij
Earned
Impressions
Earned
Brand
Value*
31,383,872
$62,768
OUTPUT
Spent
$18
million
instead
of
$30
million
on
new
product
launch
21
©
2011
Networked
Insights

22. 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
celebriNes
as
candidates
for
brand
endorsers
with
social
data
22
©
2011
Networked
Insights

23. 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
celebriNes
as
candidates
for
brand
endorsers
with
social
data
OUTPUT
Instead
of
spending
$
on
the
wrong
celeb
for
your
brand,
spend
less
on
the
right
one
23
©
2011
Networked
Insights

24. 6.
IdenNfy
Content
That
Plays
to
a
Target
Fans
will
tell
you
what
they
like
² SomeNmes
other
brands
beat
you
to
the
punch
and
buy
up
an
exclusive
on
TV
² Social
data
analysis
can
quickly
idenNfy
the
same
audience
online
and
show
you
how
to
reach
the
same
impact
at
a
fracNon
of
the
price
24
©
2011
Networked
Insights

25. 6.
IdenNfy
Content
That
Plays
to
a
Target
Fans
will
tell
you
what
they
like
² SomeNmes
other
brands
beat
you
to
the
punch
and
buy
up
an
exclusive
on
TV
² Social
data
analysis
can
quickly
idenNfy
the
same
audience
online
and
show
you
how
to
reach
the
same
impact
at
a
fracNon
of
the
price
OUTPUT
How
to
make
$2
million
dollars
of
ad
budget
deliver
$42
million
dollars
of
payback
25
©
2011
Networked
Insights

26. 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.”
ToyotanaNon.com
26
©
2011
Networked
Insights

27. 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
lij
—
377%—
but
they
had
to
spend
a
lot
more
to
get
it
² SenNment
is
always
a
factor,
and
Teleflora
did
well
with
79%
of
comments
posiNve
² Volkswagen
had
the
highest
posiNve
senNment
at
89%
² Chrysler
had
the
highest
negaNve
senNment
of
the
top
10
² Check
out
our
report
on
the
Oscars
–
featured
on
homepage
27
©
2011
Networked
Insights

28. Our
Vision
is
to
help
you
plan
across
all
Paid
Owned
Earned
Media!
Paid
Owned
Earned
Print,
Television,
Radio,
Brochure,
Retail
stores,
Word
of
mouth,
Facebook,
Magazines,
Cinema,
Outdoor,
Company
website,
Microsite,
Twiper,
Digg,
Youtube,
Flickr,
Banners,
Direct
mail,
SEM/Paid
Community,
Facebook
Fanpage,
Blogs,
Forums
Search,
In-­‐store
media
Mobile
apps,
etc.
Prospects
Customers
Advocates
28
©
2011
Networked
Insights

29. To
plan
more
Networked
Insights
than
$5
Billion
uses
Earned
Media
dollars
of
Media
Spend
in
2011
29
©
2011
Networked
Insights

30. Get
a
FREE
Copy
of
our
eBook
Go
here
-­‐
http://bit.ly/5tricks
30
©
2011
Networked
Insights

31. We
fuel
insights,
helping
brands
and
their
agencies
make
beper
markeNng
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.