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id195_integrating_social_media_into_the_marketing_mix
1.
Copyright © 2011
The Nielsen Company. Confidential and proprietary. 1 Integrating Social Media into the Marketing Mix Jessica Hogue Research Director, CPG Online The Nielsen Company
2.
2 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Today’s Conversation: Valuing Social Media • Overcoming Barriers to Integration • Listening to Improve: – Customer Satisfaction – Marketing Effectiveness – Innovation • Discussion and Q&A
3.
3 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Barriers to getting there SOURCE: NM Incite Social Media Summit Survey (n=48) The ability to measure and quantify impact top organizational barriers Senior executives not literate Cannot quantify impact No standard metrics to track impact Regulatory concerns Lack of case studies Belief that social is not credible No clear social media operational plan No CEO mandate Lack of social media talent to execute plan Metrics What are the main barriers to further using social media across the organization? (check all that apply) Percent of respondents 54
4.
4 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Challenges of social media measurement Relevance Reach and impact Advocacy ▪ Identifying relevant information ▪ Determining the right scope for your brand/product category ▪ Measuring the full reach of social media and its influence ▪ Quantifying the business impact (marketing ROI) ▪ Identifying “influencers” and measuring influence ▪ Determining the impact of online advocacy and criticism
5.
5 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Listening Applications 1. To Improve customer satisfaction 2. To Improve marketing effectiveness 3. For innovation
6.
6 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Social listening has a number of applications
7.
7 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Forums, Communities BRAND BACKYARD CONSUMER BACKYARD Consumer Relations Branded Media Channels Consumer Outreach Influencer Outreach New landscape of engagement necessary to win
8.
8 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Brand A Brand B YOUR BRAND Digital Share of Voice 27% 27% 24% 22% 27% 27% 24% 22% 27% 27%24% 22% Past Year Trended Sentiment -5.0 0.0 5.0 Key Themes • Superiority to competition • Love efficacy of new formula. • Cheaper, but still good • Friends use it • Inexpensive • Viewed unfavorably to other brands Negative Issues • Premium Pricing • Harder to find than Brand B • Mass market appeal limits “salon” equity • Lack of consistent experience breeds mistrust Aggregate Sentiment 8% 35% 57%30% 10% 60%45% 12% 43% A few simple KPIs can be transformative to your digital strategy
9.
9 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Harmonizing online advocacy with offline indicators creates a more holistic understanding Weight by reach Weight by relevance Survey (owners and non owners) Buzz (blogs, boa rds) Product reviews UnpromptedPrompted X Unprompted buzz metric Brand Advocacy Quotient X X X
10.
10 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Listening Applications 1. To Improve customer satisfaction 2. To Improve marketing effectiveness 3. For innovation
11.
11 Copyright © 2011
The Nielsen Company. Confidential and proprietary.11 Digital is upending traditional marketing funnel The traditional funnel fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, and increasingly well-informed consumer Awareness Familiarity Consideration Purchase Loyalty SOURCE: McKinsey Marketing & Sales practice; McKinsey Quarterly
12.
12 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix New decision journey creates more opportunities to listen and adjust marketing executions
13.
13 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Consumer-driven marketing is an influential driver of purchase considerations Most influential touch points 21 37 31 28 10 Company-driven marketing Traditional advertising Direct marketing Sponsorship In-store advertising Consumer-driven marketing Word of mouth Online research Offline/print reviews Prior brand/ product experience Store/agent/dealer interactions Moment of Purchase 22 5 43 Active Evaluation 26 26 Initial Consideration 39 12 Copyright © 2011 The Nielsen Company. Confidential and proprietary.
14.
14 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Listening metrics surface strengths and bottlenecks along the consumer journey Overall rank: 1 RankBrand A ACTIVE EVALUATION KPIs Rank: 1 Rank: 2/3 Rank: 4 Percent of brand searchers 10% Percent of brand coupon mentions 10% Percent of brand eCommerce traffic 10% Reach of brand mentions 10%
15.
15 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Listening adds interpretive power to traditional asking (survey) research SHAMOO EXAMPLE SOURCE: Nielsen survey and Brand Association Map
16.
16 Copyright © 2011
The Nielsen Company. Confidential and proprietary.16 There are a range of actions organizations can take to improve performance at each consumer journey stage Consumer Journey stage ▪ Marketing: Increase brand presence in relevant situations and channels (e.g., sports drinks at football games) ▪ Product development: Include product add-ons that increase relevance of brand for the consumer (e.g., return if you loose your job for high-ticket items) Initial consideratio n Potential actions to take Active evaluation ▪ Marketing – Provide free samples with registration on website – Include comparisons in marketing messaging (e.g., Pepsi Challenge) – Work with deal sites to ensure consistent, on-brand messaging and to seed promotions, coupons, etc. Moment of purchase ▪ Marketing: Clearly dramatize or communicate the brands point of difference . . . Make the tie-breaker obvious to the consumer ▪ In-store experience: Train front-line sales reps on benefits of your brand vs competitors Loyalty ▪ Marketing: Use reward programs to deliver incremental benefits and recognition to high-value customers ▪ Customer service: Excel on conflict resolution to improve customer loyalty
17.
17 Copyright © 2011
The Nielsen Company. Confidential and proprietary.17 There are six key questions Marketers need to ask to understand their consumer journey stage gaps and opportunities What points in your consumer’s decisions journey will most influence revenue growth? How do you perform versus competitors in the most influential parts of your consumer’s journey? How does your current marketing spending allocation compare to the most important influence points across your consumer’s decision journey? Which touchpoints—both company driven and consumer driven—are most important at different stages of your consumer’s decision journey? How do your consumers rate your performance vs. competitors on those most important touchpoints across the journey? What is your ratio of active to passive loyalists, and how does it compare with your competitors? 1 2 3 4 5 6
18.
18 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Listening Applications 1. To Improve customer satisfaction 2. To Improve marketing effectiveness 3. For innovation
19.
19 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix Listening for white space insights requires a different entry into the conversation
20.
20 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Unpacking multi-faceted conversations to detect unmet needs and consumer passions 20 Theme Creation Brainstorm and refine hundreds of topics related to target theme: ―Sustainability” “Wellness” Theme Mapping Quantify topics by: • Buzz volume + trend • Sentiment • Discover richest Deep Dive • Focused research on key topics for innovation viability and NPD
21.
21 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Integrating Social Media into the Marketing Mix “I wish I could find…” “I LOVE…” “I hate it when…” “Mornings are IMPOSSIBLE without my…” “…when I’m in my car.” Brand Centric Listening to buzz identified new concepts
22.
22 Copyright © 2011
The Nielsen Company. Confidential and proprietary. Thank you Jessica Hogue Research Director, CPG Online jessica.hogue@nielsen.com
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