7 ways to inform your media planning using social data

March 2011

2 © 2011 Networked Insights

Why use social data to inform your media plan?

© 2011 Networked Insights 3

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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

Brands cannot afford to outspend their ecosystem


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


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


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


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


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


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


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


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


4. MaximizaNon of Paid, Earned, Owned

Breaking down Silos and earning social liG

²  These themes areas have ojen 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 lij

October 1.2%

February 0.7%

March 0.2%

April 0.7%

May 0.7%

July 1.7%

August 2.6%

September 0.3%

June 0.1%

Earned Impressions 31,383,872

Earned Brand Value* $62,768

Earned Media Ripple


4. MaximizaNon of Paid, Earned, Owned

Breaking down Silos and earning social liG

²  These themes areas have ojen 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 lij

OUTPUT Spent $18 million instead of $30 million on new product launch

October 1.2%

February 0.7%

March 0.2%

April 0.7%

May 0.7%

July 1.7%

August 2.6%

September 0.3%

June 0.1%

Earned Impressions 31,383,872

Earned Brand Value* $62,768

Earned Media Ripple


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


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


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


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


7. Integrate Your Brand with a Show

“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

What’s Being Discussed


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


Our Vision is to help you plan across all Paid Owned Earned Media!

Print, Television, Radio, Magazines, Cinema, Outdoor, Banners, Direct mail, SEM/Paid Search, In-‐store media

Owned Brochure, Retail stores, Company website, Microsite, Community, Facebook Fanpage, Mobile apps, etc.

Paid Word of mouth, Facebook, Twiper, Digg, Youtube, Flickr, Blogs, Forums

Earned

Prospects Customers Advocates


To plan more than $5 Billion dollars of Media Spend in 2011

Networked Insights uses Earned Media


Get a FREE Copy of our eBook

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

Founded in 2006 by industry leaders and seasoned entrepreneurs in the fields of social media and customer intelligence.

Headquartered in Madison, WI, with offices in New York and Chicago.

Dan Neely 608-‐237-‐1867 [email protected] networkedinsights.com

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