7 Ways to Inform your Media Planning using Social Data
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The document outlines the importance of using social data to enhance media planning and improve efficiency in marketing strategies. It details several strategies, such as optimizing current media buys and identifying target audiences, that can lead to significant cost savings and increased ad performance. Furthermore, it underscores the predictive power of social data in identifying trends before they become mainstream.
7 Ways to Inform your Media Planning using Social Data
- 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.