Ama Social Media Pres100109
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Social media has significantly changed the media landscape. Consumers now have more media touchpoints that are growing exponentially. Navigating this complex landscape requires considering bought, owned, and earned media. Tools are needed to organize the different types of media and allocate budgets effectively based on objectives. Analyzing social network conversations provides insights into earned media and a feedback loop for bought and owned media. Extensive testing of new media combinations is also needed to fully evaluate opportunities in the current environment.
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Ama Social Media Pres100109
- 1. Social Media and Research Mike Hess Executive Vice-President Research, Marketing Science, and Consumer Insights Carat
- 2. Outline Current Climate: Economic and Media Social Networks Recent Advances Navigating the Landscape (BOE) Maintaining Neutrality in Planning: Tools/Cases
- 6. Avg 2+ person HH: +26 minutes TV per week; 4 hrs 43 minutes per day
- 11. Number of Touchpoints Used Driven by Age Using a 10 minute average as a cut off Those 18-24 are exposed to twice as many screen media 10+ mins as those 65+ (10 vs. 5); greater media diversity The Council for Research Excellence @The Nielsen Company
- 12. How Social Networks Have Changed the Media Landscape Evolution / Effect Findings from NeverEndingFriending Study
- 13. 2.5mm conversations 12,500 conversations
- 14. Online Landscape has Evolved BROADCASTERS MYCASTERS The Players: TV Networks, Online Distribution Hubs, Movie Studios, Your next store neighbor The Other Media: TV (sending and receiving) The Big Change: The Internet is not a competitor, or a complementary outlet for niche content; distribution is king, content does not necessarily live on a site The Players: MySpace, Facebook, Gawker, “News Site X,” Your next store neighbor The Other Media: Mobile (sending and receiving) The Big Change: Social networking as a toolkit has gone mainstream (see Obama). Consumers are building and Internet ecosystem around themselves
- 15. Social Networking is Growing.. (nearly ¾ of online users participate). 85% 75% 75% 75% 72% 72% 72% 70% 68% 57% 52% Source: Nielsen NetView age2+, * Home only
- 18. Self-Expression Discovery Interaction Personal Profile, Video, Blogs, Music, Photos Skin, Badges, Widgets, Wallpapers, Ringtones, Contests, Viral Video, New Features Profiles, Groups, ForumsChannels, Events, Jobs, Wikis Custom Communities, Video, Entertainment Content, Events, Cause Marketing IM, Bulletins, Comments, Blogs, Events, Friending Contests, Quizzes, Viral Content, Friending, Polls, Widgets, Twitter The Social Network Platform Source: Never Ending Friending April 2007 Base: SN 14-20 (n=2605)
- 19. Social Networking is Preferred Free-time Activity Check out social networking sites 17% 147 Million US users visited a social networking site* 17% Talk on your cell phone 14% Watch TV 10% Surf Web generally Play video game 9% 8% IM 7% Listen to MP3 player 71 Million (83%) Age 12-34 1% Listen to radio Source: ComScore Media Metrix, age2+, June 2009 Source: Never Ending Friending April 2007 Base: SN 14-20 (n=2605)
- 20. Constant Engagement When they’re regularly on social network sites… 15% First thing in the morning 16% Before school/work 18% Lunch 25% At school/work 31% After school/work 68% Evening 30% Late night (10pm-4am) Prime Time Extending into their offline lives 73% Never bored when using it 66% So many things to do 56% Add fun to going out 48% Having more fun in life general 47% More plugged into music scene 46% More on top of trends, what’s new 45% Makes my life more exciting 40% Discovered brands/products really like Source: Never Ending Friending April 2007 Base: SN 14-20 (n=2605) Q: When are you regularly on your favorite social networking site? Base = SN users 14-40; n=2,605 Q: How much do you agree with each of these statements? Top 2 box (Completely Agree, Agree) Top 2 box agreement (3-pt scale) Base = SN users 14-40; n=2,605
- 21. Social “Networking” Can Crowd Out Traditional Behavior Weekly hours spent… Q: During the past week, approximately how many hours did you spend doing the following activities? Base = SN users 14-40; n=2,605 non-users 14-34; n=431
- 22. What’s Hot Now in Social Networking?
- 24. Facebook hits 300 million users September 09, about the size of the US population
- 25. Their fastest growing segment are people age 35+
- 26. Social Networks seek ways to turn profitable
- 27. Facebook turns a profit in 3Q 09, earlier than expectedSource: Universal McCann, "Power to the People: Social Media Tracker Wave 4," July 30, 2009 Source: Adage, CNN (9.16.09)
- 29. Navigating the Complex Media Landscape Bought Owned Earned
- 31. Time Spent Exponentially Increases earned bought owned Time spent with BOE media is proportional to consumer interest (or concern) video print audio search experiential outdoor in-store POS packaging websites applications services blogs fan pages WoM social chatter press organic search viral ATLANTA BOSTON CHICAGO DALLAS LOS ANGELES NEW YORK SAN FRANCISCO
- 33. Active presence
- 36. Right time, place, mindset
- 39. Accessible and useful content assets
- 42. Being talked about by consumers
- 46. Creating the Right Media Mix Allocation Case Studies
- 47. Qualitative input Quantitative input Weight of variables Analysis Output Ingredients Include Quali-Quant Inputs
- 51. Print 37%
- 52. Trade 9%
- 54. Inserts/ROP 19%
- 55. Spot Radio9%
- 56. Net Radio14%
- 57. Cable TV 7%
- 58. Search 7%
- 59. Digital6%
- 60. Spot TV 9%
- 61. Magazine 10%Step 2: Activity modeling Media investment based on brand strategy
- 62. Home Improvement Store …. Lead to a Very Different Recommended Mix
- 63. Summary Withtouchpoints and complexity exploding, tools requiredto address Current environment especially conducive to SN growth To organize the complexity, we’ve found that Bought/Owned/Earned (BOE) is a useful nomenclature Scraping conversations beneficial way to monitor/evaluate Earned portion and provide feedback loop for Bought/ Owned Allocation needs to be based on plan objectives Many media combinations have never been run, or only rarely….new era of Testing required to fully evaluate
Notas do Editor
- BOE A key component of consumer centricity is understanding and reflecting the rapid changes in consumer media usage, especially the shift to digital media and the increase in multitasking. Subsequently, we view the new world of marketing communications as essentially a fluid portfolio of bought, owned and earned media. Bought media includes the broad array of advertising vehicles available for purchase to support specific marketing efforts such as TV, magazines, online display advertising and paid search. Owned media are a brand’s controlled assets such as packaging, retail stores and web sites. The advent of online and the enormous growth of digitals assets such as websites has dramatically increased the scope and, we would argue, power of owned media. Finally, earned media represents those marketing efforts generated by consumers, shoppers or other key stakeholders. While earned media has always been a key component of the marketing equation through word of mouth and press, digital innovation is driving unprecedented growth and power through efforts such as social networking.
- Allocator is a decision support planning system that allows us to strategically allocate marketing investments through the use of historical data (both qualitative and quantitative)