Más contenido relacionado La actualidad más candente (20) Similar a How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights (20) Más de Networked Insights (20) How to Infuse Your Media Planning with Social Data - by Forrester & Networked Insights1. 1 © 2011 Forrester Research, Inc. Reproduction Prohibited
2. Infusing Media Planning with Social Data
Sean Corcoran, Sr. Analyst
March 8, 2011
2 © 2011 Forrester Research, Inc. Reproduction Prohibited
2009
3. 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
3 © 2011 Forrester Research, Inc. Reproduction Prohibited
4. …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
4 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
5. 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
5 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
6. Tablet growth is exploding
82 million U.S. adults will
own a tablet PC by 2015
6 © 2011 Forrester Research, Inc. Reproduction Prohibited
7. Even TV is changing
25% of U.S. online adults
watch full length TV show
online each month
7 © 2011 Forrester Research, Inc. Reproduction Prohibited
8. This social media thing is real
More than 4 out of 5 online U.S. adults now participate in
social media each month
…and nearly 7 out of 10 European online adults too
8 Sources:
© 2011 Forrester Research, Inc. Reproduction Prohibited Forrester Social Technographics Survey Q4, 2009
9. Social networks are really popular
59% of U.S. online adults are visiting social networks at
least once per month
…and 50% of online Metro Chinese adults too
9 Sources:
© 2011 Forrester Research, Inc. Reproduction Prohibited Forrester Social Technographics Survey Q1, 2010
10. 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
10 © 2011 Forrester Research, Inc. Reproduction Prohibited
Sources: Forrester Social Technographics Survey Q1, 2010
11. 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
11 © 2011 Forrester Research, Inc. Reproduction Prohibited Marketing Online Benchmark Survey 2010
12. People are empowered
Thanks to the groundswell, your customers now
wield unprecedented power through social, mobile,
and other technologies.
12 © 2011 Forrester Research, Inc. Reproduction Prohibited
13. All of a sudden our marketing toolbox doesn’t seem
to make sense
13 © 2011 Forrester Research, Inc. Reproduction Prohibited
15. …but the hunters have become the hunted
15 © 2011 Forrester Research, Inc. Reproduction Prohibited
16. 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.
16 © 2011 Forrester Research, Inc. Reproduction Prohibited
17. 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
17 © 2011 Forrester Research, Inc. Reproduction Prohibited
18. “Earned, Owned, Paid” redefines the media mix
• Reviews/Ratings
• Blog posts & comments
• Listening platforms
Earned Media • Volume, Sentiment, etc.
“The Result”
• Web site • Paid Search
• Mobile site • Display ads
Owned Media Bought Media
• Facebook • Video ads
“The Portable Brand” “The Catalyst”
• Twitter • Sponsorships
• YouTube
18 © 2011 Forrester Research, Inc. Reproduction Prohibited
20. Marketers have been shifting budgets toward earned
and owned media
20 © 2011 Forrester Research, Inc. Reproduction Prohibited
22. Owned media makes the brand portable
22 © 2011 Forrester Research, Inc. Reproduction Prohibited
23. “Shiny Object Syndrome” rages on
23 © 2011 Forrester Research, Inc. Reproduction Prohibited
Sources: Trendrr.com, Google Trends
24. 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
24 © 2011 Forrester Research, Inc. Reproduction Prohibited Survery Q4 2009
25. And It Lives On
25 © 2011 Forrester Research, Inc. Reproduction Prohibited
26. And it’s not just online as earned media can extend
the experience of traditional marketing like TV
+ 1.82
26 © 2011 Forrester Research, Inc. Reproduction Prohibited
27. Nike Weaves Earned, Owned, and Paid Together
27 © 2011 Forrester Research, Inc. Reproduction Prohibited
28. The Internet can provide some really interesting data
Source: Daniel Huffman http://cartastrophe.wordpress.com/author/
28 © 2011 Forrester Research, Inc. Reproduction Prohibited somethingaboutmaps/
29. 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.
29 © 2011 Forrester Research, Inc. Reproduction Prohibited
30. What It Means: An up hill battle for marketers
30 © 2011 Forrester Research, Inc. Reproduction Prohibited
31. 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
31 © 2011 Forrester Research, Inc. Reproduction Prohibited
34. Why
use
social
data
to
inform
your
media
plan?
34
©
2011
Networked
Insights
35. 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
35
Time
©
2011
Networked
Insights
36. Brands
cannot
afford
to
outspend
their
ecosystem
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
36
©
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
37
©
2011
Networked
Insights
38. 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
38
©
2011
Networked
Insights
39. 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
39
©
2011
Networked
Insights
40. 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
40
©
2011
Networked
Insights
41. 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
41
©
2011
Networked
Insights
42. 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
42
©
2011
Networked
Insights
43. 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
43
©
2011
Networked
Insights
44. 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
44
©
2011
Networked
Insights
45. 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.”
ToyotanaKon.com
45
©
2011
Networked
Insights
46. 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
46
©
2011
Networked
Insights
47. Our
Vision
is
to
help
you
plan
across
all
Earned
Owned
Paid
Media!
Earned
Owned
Paid
Word
of
mouth,
Facebook,
Brochure,
Retail
stores,
Print,
Television,
Radio,
Twimer,
Digg,
Youtube,
Flickr,
Company
website,
Microsite,
Magazines,
Cinema,
Outdoor,
Blogs,
Forums
Community,
Facebook
Fanpage,
Banners,
Direct
mail,
SEM/Paid
Mobile
apps,
etc.
Search,
In-‐store
media
Advocates
Customers
Prospects
47
©
2011
Networked
Insights
48. To
plan
more
Networked
Insights
than
$5
Billion
uses
Earned
Media
dollars
of
Media
Spend
in
2011
48
©
2011
Networked
Insights
49. Get
a
FREE
Copy
of
our
eBook
Go
here
-‐
http://bit.ly/5tricks
49
©
2011
Networked
Insights
50. We
fuel
insights,
helping
brands
and
their
agencies
make
bemer
markeKng
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.