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8/8/2019 Nielsen Mahtaban Social Media and Marketing 2-10
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Judy MahtabanDirector, Nielsen Online DivisionFebruary 2010
Social Media: What a Production!
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
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A Thought StarterWhat is Social Production?
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Thought Starter #2: Is this Customer Service 2.0?
3
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
TwelpForce: Whats Going On?
Traditional Marketing Leveraging a Service Narrative Consumer Affairs/Customer Service Pushing External Dramatic Expansion of Service Channel to Employees The Blending of Paid and Earned Media
4
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Enter Social Media.Consumer-Generated Media (CGM) n.
High-impact media generated byconsumers, typically informed byrelevant product or serviceexperience. Commonly archivedonline for ready access by other consumers or key marketplaceinfluencers -- e.g. media, analysts.
Synonym: Word-of-Mouth (WOM)
Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
8/8/2019 Nielsen Mahtaban Social Media and Marketing 2-10
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
How Big Is Social Media?
0
5
10
15
20
25
F e
b - 0
3
A u g - 0
3
F e
b - 0
4
A u g - 0
4
F e
b - 0
5
A u g - 0
5
F e
b - 0
6
A u g - 0
6
F e
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A u g - 0
7
F e
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A u g - 0
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9
T o
t a l M i n u t e s
( B
Videos/Movies
Member Communities
Search
Source: Nielsen NetView, Combined Home and Work, Excluding Applications
CGM exceeds email for the first time in Feb 2009
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Our CGM Dataset
Early-Stage Internet Today
Audioblogs
Usenetnewsgroups
Discussionforums
Consumer blogs
Video blogs
Micro-community
sites
Ratings &review sites
Groups
Mediablogs
Marketer blogs
Feedbackportals
Mobileblogs
Socialnetworks
Co-creation
Typesof Consumer-GeneratedMedia
How Diverse is Social Media?
Video
GoogleSidewiki
8/8/2019 Nielsen Mahtaban Social Media and Marketing 2-10
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
What is the Business Opportunity?
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Global Consumer Trust in Advertising by Channel
The Conversation Feeds the Purchase FunnelHigh Trust Factor
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Case Study: Listening vs. Asking
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
CGM Has Company-wide Implications
Customer Service &Checkout
In-SoreExperience
CorporateComm.
Crowd-Sourcing
.ComExperience Products
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
How Can Social Media Be Measured?
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Technology-Enabled Listening Process
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
14
Case Study: Filtering the Noise
Full Content System
Classifier
n = 375,000 +
Last 90 days
n = 7,000+
n = 4+ million
Closer
Bulls eye!Totally irrelevant
Example: FOX wants to understand how well House fares online
I wanted someone moreexperienced and actually
spent time in the WhiteHouse than someone who'ssimply using charm to win
people over.
I just talked to them on thephone and was told that
both the analog and digitalsignals are coming to my
house now (so my TiVo willstill work).
Is anybody noticing that the soundis dropping out of certain shows onFox HD on Cox cable in Gainesville
(specifically House)?
TV Segment
Target Query: (((NEAR17(CAP(Target OR Targets) AND ( (store OR stores ORshop OR shops OR shopping OR franchise OR franchising OR chain OR purchasOR purchased OR purchasing OR buy OR buys OR bought OR buying OR retailOR retailer OR clearance OR coupon OR coupons OR discount OR discounts ORsale OR sales) OR (superstore OR superstores OR "super store" OR "super stores" OR offering OR supermarket OR supermarkets OR "super market" OR"super markets" OR cashier OR parking ) )) OR NEAR5(Target AND ( (store ORstores OR shop OR shops OR shopping OR franchise OR franchising OR chainOR purchase OR purchased OR purchasing OR buy OR buys OR bought ORbuying OR retail OR retailer OR clearance OR coupon OR coupons OR discountOR discounts OR sale OR sales) OR (superstore OR superstores OR "super store" OR "super stores" OR offering OR supermarket OR supermarkets OR"super market" OR "super markets" OR cashier OR parking ) )) OR (tarjay OR "tar
jay" OR "tar-jay" OR Tarzhay OR "go to target" OR "went to target" OR "shoppingat target" OR "trip to target" OR "Super Target" OR "super targets" ORSuperTarget OR SuperTargets OR "Target brand" OR "Target Private Label" OR"Target Greatland" OR "target great land" OR "Target Greatlands" OR "targetgreat lands" ) ) AND NOT ("test target" OR "target advertising" OR "targetaudience" OR "target market" OR "I target" OR "they target" OR "you target" OR"target attack" OR "being target" OR "target group" OR "good target" OR "salestargets" ) ))
Target Query: (((NEAR17(CAP(Target OR Targets) AND ( (store OR stores ORshop OR shops OR shopping OR franchise OR franchising OR chain OR purchaseOR purchased OR purchasing OR buy OR buys OR bought OR buying OR retailOR retailer OR clearance OR coupon OR coupons OR discount OR discounts ORsale OR sales) OR (superstore OR superstores OR "super store" OR "super stores" OR offering OR supermarket OR supermarkets OR "super market" OR"super markets" OR cashier OR parking ) )) OR NEAR5(Target AND ( (store ORstores OR shop OR shops OR shopping OR franchise OR franchising OR chainOR purchase OR purchased OR purchasing OR buy OR buys OR bought ORbuying OR retail OR retailer OR clearance OR coupon OR coupons OR discountOR discounts OR sale OR sales) OR (superstore OR superstores OR "super store" OR "super stores" OR offering OR supermarket OR supermarkets OR"super market" OR "super markets" OR cashier OR parking ) )) OR (tarjay OR "tar
jay" OR "tar-jay" OR Tarzhay OR "go to target" OR "went to target" OR "shoppingat target" OR "trip to target" OR "Super Target" OR "super targets" ORSuperTarget OR SuperTargets OR "Target brand" OR "Target Private Label" OR"Target Greatland" OR "target great land" OR "Target Greatlands" OR "targetgreat lands" ) ) AND NOT ("test target" OR "target advertising" OR "targetaudience" OR "target market" OR "I target" OR "they target" OR "you target" OR"target attack" OR "being target" OR "target group" OR "good target" OR "salestargets" ) ))
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Confidential 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
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Topline Metrics Produced to UnderstandDiscussion
Metric Description
Volume Number of relevant comments;Number of individuals talking
Sentiment Overall tone, polarity toward abrand/product/topic
Topics Topics driving discussion about abrand/product (e.g. productassortment, availability, pricing)
Associations Terms most frequently correlatedwith brand/product/topic
Influence Ability of an individual to create buzz
Reach Size of audience viewing buzz aboutbrand/product/topic
Impact Connection to reputation, brandequity, sales, etc.
Nike will launch new golf clubs
Nike will launch a number of golf clubs in Jan 2010, but Wood will not attend to the
canteen. Frankly speaking, it is a great challenge for Nikebecause Nike got the good
reputation of golf clubsbasically from Tiger
Woods . Source: http://igolfstores.wordpress.com
Posting Date:1/21/10
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Confidential 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
New Frameworks for the ConversationalEcosystem
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Tools andcapabilities for potential
application
Key Stages in the Consumer Purchase Funnel
EducationCuriosity
Awareness Consider Trial /Purchase
Loyalty Advocacy
Website Med Low Med High High High
Search High Med High High Med Med
Digital Media High High High Med Low Low
Trial/Sampling Low Low High High Med High
eCommerce Med Low Med High High High
CRM/Feedback High Low High High High High
Social Media High Low Med Med Med High
The Conversation Feeds the Purchase Funnel
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Paid vs. Earned Media
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
December 8, 2009
70 80 90 100 110 120 130
GE - Ecomagination
Cheetos
Bridgestone Tires
Coke Zero
E*Trade
Hulu.com
Audi - A6
Doritos Power of Crunch
Doritos Free Doritos
Denny's Free Breakfast
140
132
121
109
107
107
107
106103
99
BlendedScore
Nielsen Blended Media Score
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Brand Credibility is Non-Negotiable
Six Drivers of Brand Credibility
Trust Authenticity Transparency
ConfidenceConsistency
IntegrityAuthority
As AdvertisedReal & Sincere
Real PeopleInformal
Let the Sun Shine InEasy to Learn
Easy to Discover No Secrets
Affirmation Listening Responsiveness
PlaybackReinforcementSearch ResultsAccountability
EmpathyWelcome Mat
Humility (we can learn)Absorbing Feedback
Follow-UpInvitational Marketing
Solidifying the SolutionDignifying Feedback
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Confidential & Proprietary 2010 The Nielsen CompanyFOR INTERNAL USE ONLY
Judy MahtabanDirector, Nielsen Online [email protected]
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