Walking Dead Webinar
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The document outlines a media buying guide focused on leveraging social data to enhance TV advertising efficiency, identifying engaged audiences, and optimizing media spend. It emphasizes the need for brands to move beyond traditional metrics and audience assumptions to tap into consumer conversations for better audience segmentation. The content highlights strategies for increasing media efficiency and gaining competitive advantages through social analytics.
![Most Engaged PlayersAs new characters develop, we see them coming up more frequently in online conversationWhat’s Being Discussed“Wait... Norman Reedus[Merle Dixon] is on the Walking Dead, and he has a crossbow? Definitely my new favorite show. ” – Ign.comNetworked Insights* Percentages represent share of total Walking Dead audience engagement. Data was collected from conversations posted 11/9 to 11/15/10](https://image.slidesharecdn.com/walkingdead2-sh-110127162159-phpapp02/85/Walking-Dead-Webinar-14-320.jpg)
Walking Dead Webinar
- 1. The Walking Dead: Media Buying Guide for BrandsA Networked Insights “Measure the Social” Report, January 2011
- 2. Your Host TodayJonathan ZarovDirector of MarketingNetworked Insights
- 3. Media Buying Guide for BrandsEfficiency from the new way of measuring informs:Optimization of Current BuyIdentification of shows before they go mainstreamAudience SegmentationMaximization of Paid, Owned, and Earned MediaNetworked Insights
- 4. World’s largest focus group, unbiased and unaided2 billion interactions per month450 million people can’t be wrongNetworked Insights
- 5. Traditional MetricsYou can’t get an edge when everyone is using the same data.Planning and buying TV has traditionally been based upon audience assumptions and gut instincts fueled by Nielsen data.Target Rating Points (TRPs) indicate viewers within a target, but are not reflective of engaged audiences.Networked Insights
- 6. The Competitive AdvantageThe Complementary ValueA New Type of BuyerThe future buyer is armed with social data Purchases shows based upon engagement and defined targets at reasonable cost.Social data gives you a competitive advantageTV spend gains efficiency when you get more reach for less moneyNetworked Insights
- 7. Measuring the AudienceThe Complementary ValueThe BaselineSocialSense: Measures engagement
- 8. Understands fan conversation
- 9. PredictiveNielsen: Measures eyeballs
- 11. Tied to show scheduleNetworked Insights
- 12. Frequency ExamplesHighly Engaged AudiencePoorly Engaged AudienceNetworked Insights
- 13. Distribution of Reach ExamplesGreat Sustainability and GrowthNo Sustainability and Poor GrowthNetworked Insights
- 14. Most Engaged PlayersAs new characters develop, we see them coming up more frequently in online conversationWhat’s Being Discussed“Wait... Norman Reedus[Merle Dixon] is on the Walking Dead, and he has a crossbow? Definitely my new favorite show. ” – Ign.comNetworked Insights* Percentages represent share of total Walking Dead audience engagement. Data was collected from conversations posted 11/9 to 11/15/10
- 15. Emotional ConnectionsFans of the show enjoy the goriness of the series.“The Walking Dead, I'm really liking this show, and I love that they're not shying away from the gore either.”– Insidehoops.com“I for one welcome the backlash of the pussification of the vampire genre. Not sure why its being correlated to The Walking Dead being so gory but fuck it, I'm on board.” – Neogaf.comWhat’s Being Discussed* Percent represents share of conversation from posts collected 11/9 to 11/15/10Networked Insights
- 16. Audience SegmentationThe BaselineThe Complementary ValueLeverage consumer conversation to define segments based upon their values, beliefs, practices, interactions, and conversations.When buying TV, you can reach “Adults, 18–49.”Networked Insights
- 17. Audience SegmentationHyper-segmentationAnalysis of consumer conversation around The Walking Deadshowed that auto enthusiasts were finishing their Sunday evenings with The Walking Dead.What’s Being Discussed“Can't wait Love Sunday night lineup. Football, Boardwalk Empire then The Walking Dead.”– Mustangworld.comNetworked Insights
- 18. Automotive Enthusiasts – Walking DeadTop Automotive-related sites where AMC’s Walking Dead was discussed from 11/1 through 12/1/10Share of VoiceRankSite(UV, PV)*19.8%#1Fjcruiserforums.com (24k, 930k)Media Plan9.9%#2Newcelica.org (7K, 150k)7.4%#3Honda-tech.com (180K, 3.8M)6.2%#4Vwvortex.com (140K, 11M)4.9%#5S10forum.com (30K, 700k)3.7%#6Challengertalk.com (17K, 1.2M)3.7%#7Dfwstangs.net (15K, 2M)3.7%#8Nasioc.com (93k, 6.2M)2.5%#9I-club.com (7K, 150k)2.5%#10Clubcivic.com (20K, 180k)Top 5 sites represent 48.1% of total engagement* UV = unique visitors, PV = page viewsNetworked Insights
- 19. Optimization of Current BuyThe BaselineThe Complementary ValueLeverage consumer conversation to effectively distribute spend based on which shows are the most engaged in your target audience.Premiums are paid to access an audience of a known size with an unknown level of engagement.Networked Insights
- 20. Optimization of Current Buy – Q4Shift spend from low-engagement shows to high-engagement shows.Buy more of:Shifting these 18.6 TRPs resulted in a 36.7%increase in media efficiency.How I Met Your MotherOutsourcedSimpsonsSupernatural$217,090$209,100$202,215$99,110SAMPLETotal SavingsTotal Spend:$727,515 Total TRPs:26.9$ 224,474Buy less of:Dancing with the StarsPrivate PracticeCriminal MindsLife Unexpected$253,300$232,220$189,890$118,660A 36.7%increase in media efficiency across the entire Q4 spend saved $3,234,763Total Spend:$794,070 Total TRPs: 18.6Networked Insights
- 21. Paid, Owned, and EarnedThe BaselineThe ComplementarySocial data provides the new competitive advantage. Optimizes your sequencing of paid, owned, and earned assets.Paid, owned, and earned operate out of separate silos.Informs paid opportunities, but doesn’t coordinate with earned and owned.Networked Insights
- 22. Riding Social LiftSocial lift occurs when a brand receives a boost in conversation due to its relationship with another show, celebrity, or object. Networked Insights
- 23. It’s All in the Timing“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.” Toyotanation.comWhat’s Being DiscussedNetworked Insights
- 24. The Value of Social EfficiencyAs a result of the smart brand integration, Toyota experienced a lift of 10.6%. We estimated that Toyota spent $100 milon this paid campaign.Thus the lift earned Toyota an extra $10.6 mil in earned social efficiency.Networked Insights
- 25. Get the Edge in Your TV BuysFour ways to get efficiency from social analytics:Identify new segments and hidden connections between existing segmentsBuy media on shows before they become hitsOptimize your current spendGet 10% or more in social efficiency on your buys Networked Insights
- 26. Thank You!Jonathan Zarov608.333.0340 Jonathan.zarov@networkedinsights.com