Integrating social media into media planning
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A presentation discussing the challenges social media presents in media planning specifically. What are the ramifications client and agencyside? How do you develop an integrated approach?
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Integrating social media into media planning
- 1. Integrating social media into media planning Tim Pritchard @timpritchard
- 2. Role of the agency Understanding audiences Channel planning New opportunities Measurement Final thoughts
- 3. How many of the audience can I reach through different media? In which media should I place ads? Which frequency should I select? How much money should be spent in each medium? Questions traditionally asked of a media agency... Source: Wikipedia
- 5. Finally context is king Source: BBH
- 6. The role of the media planner has changed Source: Rolling Stone
- 7. It’s not just an extension of the branch of online Account Management Strategy PPC TV Online SEO Cinema Outdoor Radio Affiliates Press Data Mobile Social Gaming
- 8. Social is an approach as well as a channel Account Management Strategy Social PPC TV Online SEO Cinema Outdoor Radio Affiliates Press Data Mobile Gaming
- 9. It can form the core of an idea Source: Shots/W&K
- 10. The starting point is different Source:SteveBridger
- 11. There is no longer just ‘campaign marketing’ Campaign marketing activity Continual brand presence
- 12. And social media has changed the process Awareness Consideration Conversion Feedback Loop Feedback Loop
- 13. Don’t socialise the plan Plan to socialise Source: www.ardbruach.org.uk
- 14. What happens to the 80/20 rule? Source: http://passthesushi.com/german-chocolate-cake
- 15. Media act as an accelerant Source: www.pdphoto.org
- 16. And you need to be prepared for that acceleration
- 17. Role of the agency Understanding audiences Channel planning New opportunities Measurement Final thoughts
- 18. Changing the way we think about audiences
- 19. Unleashing the power of the social graph Source: LinkedIn
- 20. The rise of social targeting Social Psychographic Demographic Performance Contextual 1960 1970 1980 1990 2000 2010 Source: Media6degrees
- 21. As the social web expands, so do the opportunities
- 22. This also includes profiling our audiences for Social media activity Source: http://flowingdata.com
- 23. Listening, and identifying influencers
- 24. Planning insights can be extracted simply
- 25. We can be agile and monitor trends
- 26. Role of the agency Understanding audiences Channel planning New opportunities Measurement Final thoughts
- 27. Less of this
- 28. And more of this Source: Fast Company
- 29. And they are increasingly happening together Do you use both TV and internet together? NO 36% YES 47% At least once a day 3% 14% Less often Source: Thinkbox & IAB / Q Media Research 2010: Base Broadband & Dig TV Inds At least once a week
- 30. Watercooler is on the move Source: http://hedgercorp.com/
- 31. Events like TV create social moments
- 32. Engaging with content in a more active way
- 33. Traditional shows are catching up and new ones evolving
- 34. Plan around the conversation
- 35. We need to plan for earned media? Source: http://wallblog.co.uk
- 36. Think about the statements we are making with media choices Source: http://www.brandrepublic.com
- 37. We can still use the central tenets of media planning Source: http://tpdsaa.tumblr.com
- 38. Social platforms offer scale Sky1 1m X factor spot Up to 19m Facebook reach block Up to 16m C4 spot 3m YouTube Homepage 12m MSN Homepage 6m Source: BARB/ComScore
- 39. Money Saving Expert Search Google Search Portals Facebook is more than an audience Finance Education & Careers WindowsLiveMessenger Hotmail Government Home &Fashion InstantMessaging Online Email TripAdvisor Measurement of time online and in view Total computer time c2.2bn hours per month Travel Amazon Other stuff Adult Guardian BBCNews Mail Music News & Sport Telegraph Facebook Online Gaming Shopping Zynga Social media
- 40. Role of the agency Understanding audiences Channel planning New opportunities Measurement Final thoughts
- 41. New services pop up every day
- 42. But its the ability to see the social in the opportunities
- 43. Twitter is the perfect example Real-time
- 44. Role of the agency Understanding audiences Channel planning New opportunities Measurement Final thoughts
- 45. Its no longer about counting heads
- 46. There are a bunch of new metrics Source: @margaretfrancis
- 47. Role of the agency Understanding audiences Channel planning New opportunities Measurement Final thoughts
- 48. Cutting through the hype Source: Zeusjones.com
- 50. Social is important to traditional media planning, as much as traditional media planning is to social
- 51. Measurement as always is key – but requires clear alignment of objectives to metricsThank you!
Notas del editor
- - I work as a social media manager at Manning Gottlieb OMD and part of my job is to improve the company’s understanding of social media as a whole as well as ensuring that our clients can make the most of the opportunities in social media. - Looking at the broad backgrounds of both the speakers and delegates its fair to say that social media pervades a lot of different disciplines and touches on a lot of specialisms within media as a whole.- As we have heard already in the talks today, social media is much more than a new platform and requires a re-calibration of the way we go about advertising and communicating with consumers.Allowing brands into the territory that is populated with friend and family and co-workers with an onus on the users to create conversations and content ...and we have to adopt a certain sensitivity to being allowed to be there! Its really a decidedly new style of advertising....
- To situate the presentation -I am going to start off looking at the role of the media agency – how did we get here? - And following that, most importantly,how social media impacts on the marketing principles that media planning feeds into.- I will look at specific, such as the way social media changes our understanding of audiences and can help them understand audiences more effectively – including the power of the open graph. - Then tackling the way social listening can inform our knowledge of our influencers. - I am going to talk briefly about the opportunity social media gives us to include ‘real-time’ insights into media planning.-I will then talk about the ramifications for “channel planning”, what is possibly the central role of media planning. - The wealth of new media opportunities in social media, vast as that subject is I am just going to touch on a few that demonstrate the way that we as media planners need to me more agile and attune our aerials to emerging platforms- I will then go on to talk briefly about the challenges and opportunities for a measurement and metrics that fit social media and allow us to make sense of it.
- What better place to look for a definition of media planning for a social presentation than Wikipedia: It stipulates the the role of media planning is:finding the most appropriate media platforms for a client's brand or product. And attempting to decipher “what the best combination of media is to achieve the given marketing campaign objectives.”We might answer questions such as:- How many of the audience can I reach through different media?- On which media (and ad vehicles) should I place ads?- Which frequency should I select?- How much money should be spent in each medium?Source: http://en.wikipedia.org/wiki/Media_planning
- But I think that is a reductive definition, Even in a very basic sense social media means;-Load more platformsThat scale up VERY quickly However, SOCIAL MEDIA ASKS THE QUESTIONS THAT WERE NOT TRADITIONALLY ASKED!
- Rather than being an afterthought to the strategy and creative media has become increasingly important in the way we shape our communications
- With more opportunity comes more responsibility and the need for expertise and media planners have much more to make sense of than ever before.Media skills are now much more highly prized and those skills include;- Consumer insight – especially data driven insights- Media owner knowledge – the latest formats and opportunities on YouTube/Facebook- Thinking about scale-ability of ideas and solutions - Tying solutions and spends back to measurement To set the scope offered by platform functionality and understanding of how consumers will spread it. And this is especially important in social mediaUnderstanding the way consumer spread messages are passed through social media for example how interactions pass through the news feed. And we can bring a grounding to the process, understanding that great ideas don’t naturally rise to the surface and often need a push!
- So - within agencies we don’t just see it as another branch of online, although we recognise there is a role for these detailed skills.
- Instead, we recognise that social is actually much wider than that. Social is an approach as well as a channel!
- - For us it works best when social is considered from the start and is at the heart of the campaign...- Where the actual idea is formed around a concept that is social. Asking questions for example like do you want your man to smell like an old spice man?
- There needs to be a recognition that;“Social media provides us with an architecture for participation, not just a new channel for more of the same.”This can be a lot to get your head around when you are responsible for channel planning!It’s not just about being on Facebook, or having a Twitter account, or creating a YouTube channel. From a media planning perspective it is a fairly big departure to advertise on platforms rather than channels. There are no ‘media owners’ as such because the content is user driven. We also have to educate clients that your social media channels cannot just be filled with TV ads and press creative to Facebook.
- Social media has impacted on the way brands advertise. From our traditional CAMPAIGN based media briefs we now have to educate clients that there are the longer term implications, for example a motherbrand (in this case coca cola) presence that also requires effort. We have had to ensure that these are factored into budgets and even they are provisioned for. Simply thinking about Facebook this might be the long term brand presence backed up by special tabs built to host campaign specific content. This continual presence can throw up problems far wider than the marketing challenges. As media planners we need recognise that there are areas of a clients business that we are not usually exposed to that may require a seat at the table. In creating a continual presence there is tremendous overlap with PR teams, customer services and e-commerce teams. ...name another media that requires an exit strategy.
- Media planners have had to move out of theircomfortzones of driving awareness and consideration, having to now consider the “Feedback Loop” that social media imposes on brands.The idea behind this is that the traditional purchase funnel no longer seems relevant anymore and instead brand journeys are more like a self filling funnel or Klein bottle... With user reviews for example impacting on the upper reaches of the funnel in the domain that marketing messages used to survive unchallenged.
- We think that the briefing process should put social media at the heartSo – as media planners, we need to stop socialising the plan and start planning to socialise!
- But we should be mindful of throwing the baby out with the bathwater!Media planners traditionally extol an 80/20 rule, where 80% of the money should be spent on the promoting the idea and 20 on creating it. This is still very pertinent. As media planners we can help you get your campaign out to audiences and use media spend to ensure that enough people participate to give some scale to your campaigns
- It is important to remember in the whole process media acts as an accelerant, both for good ideas or bad. It is likely to accelerate to any social activity, in-discriminant of whether that is gaining likes or increasing negative comments!
- One example of this in practice is as such: if you plan a campaign that is looking to drive an additional 20K Facebook followers but you are already attracting a few detractors it is more than likely that any negative sentiment will also be increased...- Should media agencies, often the ones tasked with targeting these fans, so this is something we need to be mindful of
- So on to our media specific tasks and the first is identifying and understanding audiences
- When planning media campaign we have to look at targeting our messages to different audiences. Traditionally those were based on the research panels such as BARB for TV or the NRS for press and they allowed us to work out who what demographic of person was most likely to be reading that title or watching that specific programme.
- The social graph allows us to find out more about our consumers relations ships both with one another and with brandsWe can find influential people amongst even small groups of friends
- Companies now go beyond contextual targeting (putting in an environment that is relevant to the product) Surpassing the demographics we spoke about that were generated by measurement panels etc, and beyond even there psychographic targeting of personality types to the social targeting afforded by the social graph.Facebook’s own advertising is the easiest demonstration of this, recently launched SPONSORED STORIES actually take friends user interactions with brands and turn them in to the adverts themselves. And this social context seems to work...Facebook’s own research for example shows that advertising with such social context, often as subtle as a list of friends who have already liked a brand, can increase ad awareness by as much as 68%.Source: Media6degrees
- As the social web spreads this is only likely to increase.The implementation of the Facebook Open graph there are over 250 million ‘off-Facebook’ interactions every month, and the open graph is implemented in over 2 million websites.Added to that, Google only last week announced their own plans to socialise the web starting from increasing the relevance of searches and even adverts based on your friends.Although with Google’s network of ‘connections‘ rather than friends, the ‘social’ implications or +1 remains to be seen.
- Changing tack slightly, as well as thinking about the possibilities for targeting through the social graph we also need to understand how consumers behave and are likely to engage with our campaigns. This Forrester framework, allows us to see the different types of online behaviours, profiling people by their propensity to create, collate, join or spectate. This is crucial to us in planning campaigns that are increasingly asking people to participate, often without thinking if the audience they target demonstrate this behaviour.Source: http://flowingdata.com/2010/07/01/who-participates-online-by-age/
- We believe that every successful campaign starts with listening, whether it be to see the conversations going on around your brand and feeding this into your messaging, or finding influencers that can become your advocates.
- We can also find out about what audiences are saying about our brand.Listening is a great way to gain valuable insights...Free and paid for tools allow us to diagnose brand health
- And we can use real-time insights to continually monitor what conversations maybe relevant to our brandsFor example - I took this during the Louis Theroux and Match of the Day 2 on a Sunday nightBobby Zamora trending in what looks like Fulham
- I am going to concentrate on the two main ways in which social media impacts on media planning: Understanding the ways it impacts on existing channels - The proliferation of social media is changing the way people interact with traditional channels and interact in more social ways...2) Secondly, the increased complexity that new channels of the social world bring. And within this recognising that there are new platforms launching all the time and the new skill sets they require.
- And by this I don’t mean less TV spots but less of a passive audiences and huge ‘hero spots’ that we traditionally see as important! Media planning has gone beyond thinking of ‘big media environments’ that launch campaigns to ones that instead look to engage people instead.
- Social has changed the ways in which we consume existing channelsThe rising trend in social TV, the practice of tweeting, Facebooking or interacting with others while watching TV...
- And they are increasingly happening togetherWhen asked if they used both TV and the internet together 47% said they did. And this looks set to increase with one recent study citing that tablets owners are driving these rates to as high as 70%
- And all of this means that the Watercooler moment is on the move, and as now likely to be happening at the time of the programme. What will become interesting is when brands can more accurately predict these trends and use the increase in interaction in the adverts they put around conversational programming too.Source: http://hedgercorp.com/
- Reinforcing this trend, we can see that anywhere that people are together or engaged in a common pursuit they are also likely also to be sharing experiences.The fact that the record for the most Tweets per second (over 4000) was set during the Superbowl tells you that people want to feel this communal moment together, and use social devices to share their opinions with friends at these times.
- New services allow us to connect with each other, sending off social signals to our friends about what programmes we are watching and really “what we are up to NOW”
- Traditional shows you might not expect are getting involved such as #BBChignfy as well as new ones you might expect (the only way is Essex!) YES vajazzle was a trending topic for several days after its first appearance in the show!And even more interestingly, new TV show concepts are being developed that incorporate innovate ways of involving people like the Million Pound Drop!The show has over 198,000 followers on Facebook and instantly become a trending topic in the UK as soon as it hits the screens.
- So do we piggyback on a trend or amplify our own affiliations? Whatever the answer, as media planners we have to consider the conversation around our media choices... Social raises the question for plannersabout whether we now need to think not only about sponsoring the programme but, owning, or facilitating to use a slightly less sinister term, around it too.This is an example of a US promoted Trend that did just that, Discover, the US mobile network, demonstrating perfect planning by not only sponsoring the event itself but then backing it up by ‘sponsoring the conversations’ and adding to users enjoyment of it.Coca Cola apparently bought the promoted Trend WC 2010 during the world cup and witnessed a 6% click through rate.
- On the other side of things campaigns can be planned to take advantage of this interaction....bringing us to the concept of earned media. Clients ears often prick up when they consider the value behind ‘going viral’, and we are cautious to be able to proclaim to predict anything but it is important to note that the free benefit of getting consumers to spread your message for you is very compelling and our channel planning should be taking this into account too! So - the effect of social has changed the way we plan traditional disciplines and we need to re-think our planning strategies accordingly.Phasing is all important here!Source: http://wallblog.co.uk/2011/04/04/obama-launches-2012-presidential-bid-with-youtube-video/
- Ad there can even be a statement to be made with media choices.Openness and transparency along with forward thinking to name a couple in this caseSource: http://www.brandrepublic.com/digital_marketing/article/1063746/obama-launches-2012-presidential-bid-youtube-video/
- But that is not to say that we cannot apply the traditional principles of media planning to channel selectionSocial media requires considered channel selection and this is our core media competenceIt’s not about being on platforms because they are there and we need to think about what we want out of them.What is the scale of the platform, is the audience right, what is the accepted behaviour of brands on the platform? These are all questions that we are helping our clients answer.(If you haven’t already seen this blog, what real people don’ say about advertising I would strongly recommend it as a bump to earth! )Source: http://tpdsaa.tumblr.com/page/4
- Social does now offer some scale-able properties
- From a media perspective there's no need for a wake-up call as we can see how Facebook now dominates above all. But as we stated before we must be careful not to just see these as passive numbers but audiences that must be engaged in a correct way.Source: UKOM Sep 2010
- One of the challenges that we now have as media planners is keeping up to speed with emerging platforms, and nowhere less so than in social mediaPlatforms grow significantly quicker now than they did in recent years, making this a very challenging but rewarding area. Helping clients take advantage of trends before competitors can offer us exclusivity on new platforms but also the additional benefits of being perceived as ‘future facing’.
- And new ones spring up every day.It very often falls to media planners to decode these platforms first, ensuring that we get the most out of them as well as beating the competition.One example of this could be seen in Spotify which while it can be seen to be an unusual combination of audio and display ads comes to life when it is used in a truly social way, with users asked to submit playlists, vote on tracks etc.
- While on the face of itSpotify offered a simple display and audio ad working together the best examples of use of the platform have seen the inherent social potential in the service.The campaign for the recently launched Nissan Juke is a prime example...Fans were encouraged to remix tracks, sharing opinions and ideas through blogs, winning the opportunity to get your track played like on!
- Twitter is a prime example!They are soon to launch their three ad products would be another prime case. This service is likely to require an entire new set of skills to plan and buy. From deriving insights, monitoring interaction with other media, to the bidding process, requiring a broad set of skills – and of course all taking place in real time, you can see the impact that new services can have within the agency.
- Turning for a moment to measurement, we know that increasingly social media is being scrutinised for its ability to demonstrate ROI, and, as media planners we are comfortable with working within these parameters. There are some notable differences to the social media frameworks and measurements to what we may have been used to in the past.
- The media agency has traditionally been tasked with discovering exactly how many people we will reach in a given campaign.Spends have been justified based on eyeballs, and pressure exerted on costs to reach thousands of people...This type of media ‘buy’ has, to some extent been superceededby the quest for genuine engagement, and these traditional metrics are not applicable for social media.Reach and frequency in these channels would miss the point of what they are all about. In social media it we should be more concerned with about reaching the people that count and counting the people that reach!
- Instead, the media campaign may be set a number of different metrics, and is now tasked with delivering across a variety of channels.It is also worth noting that these metrics, are likely to look quite different for different people, and hold importance to different levels of the business. From the engagement rates we are interested in as community/profile managers to the topline numbers of Likes that the FD is likely to be interested in, we must consider which metrics are appropriate for different individuals within the business. However, as a side to that, we need to ensure that what we are actually measuring here is of any use in our actual objectives or whether we are falling into the habit of simply measuring these things because we can!
- To wrap up...
- Media planners are well placed to inject reality into a media process which could be argued to be at the peak of ‘inflated’ expectations. Leading on from our grasp of measurement we are well placed to distinguish between on the one hand- campaigns that are tactical, innovative and PR-able - and those that are concerned with scale an emphasis on concrete return on investment!Source: http://www.zeusjones.com/blog/2009/specialists-v-integrators-part-ii/
- And so to summarise!Social media presents great opportunities to media agencies – but not without challengesWe are well placed to understand audiences and generate new planning insightsSocial is important to traditional media planning, as much as traditional media planning skills are to socialWe wouldn’t be a media agency without noting that - Measurement as always is key – but requires clear alignment of objectives to metrics