Prepared by Jason Kapler for the 2011 IAB MIXX Conference

1. ADAPTING TO
THE DEMAND ECONOMY WITH
REAL-TIME CONSUMER DATA

2. IS YOUR MARKETING
IN SYNC?
In today’s demand economy
consumers watch your brand’s
commercials on fast forward, visit
your websites when they want,
and “Like” your Facebook Fan
pages to learn about promotions.
This multi-channel media
consumption not only happens on
multiple screens, but in the span of
a few minutes! Activating cohesive
marketing campaigns can be the
difference between conversion or
TRENDS, LIKE HORSES, ARE EASIER TO clicking the back button. Real-time
RIDE IN THE DIRECTION THEY ARE GOING. data provided from conversations
in social media offers a window
- John Naisbitt
into marketing performance from
the unvarnished voice of your
consumer.
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3. 93% OF U.S. ADULT INTERNET USERS
ARE ON FACEBOOK
THE WORLD IS
152 MILLION
U.S.
BECOMING MORE &
FACEBOOK MORE SOCIAL
USERS
Across the world people are
164 MILLION spending more time with social
4.6 AVG HOURS/ WEEK
U.S. media than any other online
SPENT ON THIS
INTERNET ONLINE ACTIVITY, activity. In response to this trend
USERS WORLDWIDE brands have developed presence
on numerous social websites.
3.7 4.4 Being accessible to advocates is
important and provides a direct
2.9 communication channel.
2.3
2.7
Increasingly, the ability to monitor
conversations about your brand,
competitors and category is
1.8
proving invaluable in understanding
the behavior of the modern
digital consumer.
SHOPPING
BROWSING
GAMING
MULTIMEDIA
SOCIAL
NEWS
EMIAIL
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4. U.S. INTERNET USERS SPEND 3X MORE
MINUTES ON BLOGS & SOCIAL NETWORKS
THAN ON EMAIL
SOCIAL MEDIA
VIDEO/
MOVIES 4%
CONVERSATIONS
PORTALS 4%
ACTIVELY INFLUENCE
EMAIL
PURCHASES
8%
ONLINE
GAMES
10% Consumers are doing more research,
SOCIAL
NETWORKS/
visiting product review websites and
24%
BLOGS subject-matter expert’s blogs to inform
purchase decisions. Additionally,
55% 55%
consumers are telling you more about
ON SOCIAL MEDIA themselves than ever before on blogs,
51%
I’M MOST INFLUENCED BY… forums, social networking sites – both
39%
owned and earned. Social media
38% provides the opportunity to influence
35%
perception through outbound marketing
26%
tactics as well as uncover consumer
trends and insights from inbound
monitoring and data analysis. The
information loop established in offline
research techniques is developing
online and provides marketers access
to real-time consumer feedback
FRIENDS PEOPLE LIKE YOU EXPERTS ONLINE FRIENDS RETAILERS INFLUENTIAL BLOGGERS
AVG HOURS/ WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDIWODE
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5. REAL-TIME DATA
ALLOWS MARKETING
TO SYNC WITH
CONSUMERS
Social media data enables a new
SOCIAL MEDIA breed of agile marketing techniques
informed by real-time consumer
insights, minimizing the need for
PROVIDES THE marketers to rely on antiquated
measurement and reporting practices.
OPPORTUNITY TO Previous methods of understanding
consumer behavior weren’t designed
to keep pace with a consumer who
WALK WITH makes decisions at the speed of
“click”. By the time survey data or
CONSUMERS
focus group information is distilled and
delivered to an activation team, your
consumer has already changed.
Digital marketing now requires
real-time methods to track consumer
behavior, uncover patterns, and
discover insights that are actionable
this week!
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6. HOW DO YOU CURRENTLY GATHER
CONSUMER DATA?
DEMAND ECONOMY
TODAY’S TYPICAL
REQUIRES
SOURCE TIME/COST
ANALYSIS SAMPLE SIZE MARKETING TO SYNC
SEGMENTATION FOCUS GROUPS/ 5-500
MONTHS/ WITH CONSUMERS
SURVEYS/PANELS $500 -1MM+
BRAND &
E OR Q SCORES/ Good news! More data clarifies, it
PRIVATE 500 DAYS/$20K
CELEBRITY COMMUNITIES
doesn’t complicate. Information
need not be an either or
SUBSCRIPTION/ proposition. The opportunity for
TV/MEDIA NIELSEN 35,000 $500 K+ brands is to determine the right
blend of consumer data and
MARKET SIZING/ research techniques that are most
McKINSEY/
COMPETITIVE BOOZ/BCG
5-500 MONTHS/$1MM+ effective to fuel performance in the
ASSESSMENT
demand economy. Real-time data
is complimentary to all ongoing
HOW FAST CAN YOU ACT ON THIS DATA? efforts to develop market,
CAN YOU ACT ON TRENDS FROM THIS DATA? consumer, and audience
ARE YOU UNCOVERING TIMELY INSIGHTS THAT ARE ACTIONABLE? intelligence. The question for
marketers now: are the insights
you’re collecting opportune or has
your consumer changed
their mind?
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7. PRESENT CONDITIONS THROTTLE
MARKETING AGILITY
BRANDS
MARKETING USED
TV/MEDIA TO BE SIMPLE
MUSIC
When the media world was less
CELEBRITIES fragmented and before your
consumer had a megaphone that
TOPICS could influence millions, marketing
was simple. The consumer data
GAMES collected could be synthesized and
applied by brands at a rate that
MOVIES
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
reflected the pace of marketing
optimization. Before the demand
DECISION DECISION DECISION economy, brands could afford to
evolve at their pace. Today, the
consumer will be attracted to the
brands that understand them and
DATA SOURCES* their changing wants, needs, and
FOCUS GROUPS SURVEYS, PANELS desires.
E/Q SCORES
PRIVATE COMMUNITIES
NIELSEN
McKINSEY/BOOZ/BCG
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8. IS THERE ROOM TO IMPROVE?
MARKETERS SAY YES! HOW LONG CAN WE
“THINKING OF THE SYSTEMS AND METRICS USED TO MEASURE MARKETING
EFFECTIVENESS AND ROI, HOW MUCH DO YOU AGREE WITH FOLLLOWING?”
IGNORE TODAY’S
CHALLENGES
COMPARING MARTKETING
EFFECTIVENESS ACROSS 59% AGREE
MEDIA (TV, INTERNET, Many of the strategies, tactics,
PRINT, ETC.) IS A
CHALLENGE FOR MY
and processes employed to
COMPANY execute marketing programs today
are 20, 30, or 50 years old. Sure,
I WISH IT WERE EASIER
TO COMPARE TV RATINGS
70% AGREE many principles and techniques
WITH ONLINE DATA are everlasting, but we must admit
that much of what we do wasn’t
designed for the internet or
internet USAGE
65% AGREE
consumers who could influence
MEASUREMENT
IS MORE USEFUL THEN the opinions of thousands.
TELEVISION VIEWING
MEASUREMENT Marketing measurements and
decision processes are ready for
0% 20% 40% 60% 80% 100%
improvement. A real-time data
layer from all digital sources –
COMPLETELY SOMEWHAT SOMEWHAT COMPLETELY
paid, owned, and earned media –
NEUTRAL
DISAGREE DISAGREE AGREE AGREE can make the difference between
feast or famine in the
demand economy.
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9. CAPITALIZING ON
CONSUMER TRENDS
Consumers are currently going
through an evolutionary leap similar
to the one brought on by the wide
adoption of the internet. Today,
mobile and social technologies are
accelerating the rate of change at a
pace never before experienced.
Marketers are left with the choice to
embrace change or not. New
capabilities offer new opportunities
BRANDS ARE LETTING for brands to delight consumers.
OPPORTUNITY SLIP The winning brands in the demand
economy will be those who are as
THROUGH THE CRACKS agile as their consumers.
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10. READY, SET, PIVOT
There was a time when
consumers weren’t
communicating publicly across
the internet and marketers
employed a myriad of research
techniques to gather intelligence
and uncover insights. Many
hours were spent gathering and
synthesizing this data to make
marketing more effective. Today,
marketers have a new reality:
data everywhere. The task has
thus shifted from uncovering
REAL-TIME CONSUMER information to applying
DATA IS EVERYWHERE information. Real-time data now
allows marketers the ability to
query consumers at every
decision point.
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11. KNOWING
WHAT IS IMPORTANT
STOP GUESSING
ABOUT WHAT YOUR
TARGET CONSUMER
LIKES
When a brand works to stay in
sync through real-time data,
knowing consumer preference
begins to make marketing
decisions easier. Allowing your
target audience to tell you the
topics that interest them
improves marketing strategy,
advertising, media planning,
media buying, celebrity
endorsement, sponsorship
and product placement.
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12. SMURFS
FRAGRANCE
ALBUM
KATY PERRY
MADONNA
COMEBACK
BONO
WEDDING DIVORCE
JENNIFER LOPEZ
AMERICAN
IDOL
SISTERS
KIM KARDASHIAN
MINIMIZING RISK
KANYE WITH MARKETING
MAGAZINES CHARLIE INVESTMENTS
SHEEN
POLAROID Knowing the themes within a topic
LADY GAGA is helpful, but knowing the
conversation focus is powerful.
Having accurate information about
CLOTHING how your consumer is talking
HEIDI KLUM VIRGIN MOBILE about a topic can make all the
difference in a successful product
launch. This isn’t merely social
intelligence across the entire web,
this is insight into a specific
audience segment and what’s
important to them.
JUSTIN BIEBER
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13. CASE STUDIES
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14. AUDIENCE SYNC TO
MAXIMIZE REACH
SITUATION
FIND AUDIENCE AND
EXTEND BRAND DEEPER
INTO THEIR AWARENESS
SOLUTION
TARGET SPORTS
ENTHUSIASTS
(PREMIUM AUDIENCE)
RECOMMENDATIONS
ADVERTISE TO A HYPER
SEGMENT OF SPORT
ENTHUSIASTS WHO SAID
THROUGH SOCIAL MEDIA
THAT THEY WATCHED A
TV PROGRAM AFTER
THE LIVE BROADCAST
RESULTS
REACHED A NEW PREMIUM
AUDIENCE AT DISCOUNT,
INCREASING REACH AND
BRAND AWARENESS
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15. AUDIENCE SYNC TO
MAXIMIZE A NEW LAUNCH
SITUATION
LOCKED OUT OF BROADCAST ADVERTISING NEEDED TO FIND
VIEWERS (CUSTOMERS) INTERESTED IN SIMILAR TYPES OF TV
SHOW GENRES (PRODUCT)
SOLUTION
DISCOVER THE PREFERENCE CHARACTERISTICS CONCEALED IN
COVERSATIONS
RECOMMENDATIONS
FUEL SOCIAL MEDIA ACTIVITY AROUND POPULAR THEMES &
STRATEGICALLY INTRODUCE CONTENT TO ACCELERATE
CONVERSATION MOMENTUM LEADING TO PREMIERE
RESULTS
NEW LAUNCH WAS A HUGE SUCCESS, AUDIENCE CULTIVATED IN
SOCIAL MEDIA TRANSFERRED TO TV, SHOW RENEWED FOR
ANOTHER SEASON, INCREASED AUDIENCE BY 20%
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16. AUDIENCE SYNC TO
OUTSMART THE COMPETITION
SITUATION
SOMETIMES COMPETITORS BEAT YOU TO THE PUNCH
AND BUY AN EXCLUSIVE ADVERTISING OPPORTUNITY
SOLUTION
IDENTIFY THE SAME AUDIENCE ONLINE AND DISCERN
THE RIGHT CONTENT TO ATTRACT COMPARABLE
MEDIA SPEND
RESULTS
SAME RESULT, DIFFERENT COST - MADE $2 MILLION
DOLLARS PERFORM LIKE A $10 MILLION DOLLARS AD
BUDGET
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17. WHY
NETWORKED INSIGHTS?
WE MAKE MARKETING
DECISIONS EASY
The demand economy has put an
increased burden on brands to
align with their consumers across
the media spectrum. Networked
Insights provides the ability for
marketers to adapt to the shifting
behavior and sentiment of digital
consumers. Real-time data
informing every day decisions in
order to maximize marketing
performance.
EXPERIENCE
For more than five years,
Networked Insights has been
analyzing social data for leading
brands and agencies. We combine
technology prowess, analytical
expertise, and proficiency in
uncovering consumer insights in
every business problem we tackle.
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18. LEARN HOW NETWORKED INSIGHTS MAKES
MARKETING DECISIONS EASIER
DOWNLOAD GUIDES
1. ANATOMY OF SOCIAL ANALYTICS
2. SEMANTIC VS SENTIMENT ANALYSIS REPORT
3. HOW TO SPENT THE MINIMAL EFFECTIVE AMOUNT
DOWNLOAD REPORTS
1. TRUE BLOOD SOCIAL INTELLIGENCE REPORT
2. LADY GAGA SOCIAL INTELLIGENCE REPORT
3. SOCIAL LIFT REPORT
4. MARCH MADNESS REPORT
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