[matt gault] marketing, engajamento e lucratividade - conarec

Consumers want to be Engaged with; not simply

Talked To.

Consumers Have the Power

Because they Control the Money

Social Allows them to Flex!

Social Accelerates Word of Mouth

They are Talking: Good or Bad

Social can Empower Brands to Listen

It’s Critical that Brands Listen

33% of Consumers said looked more positively at

Brands with a solid Social Presence versus 16% for

Brands that do not

Alterian Brand At Risk Study: 2010

58% of Consumers think Brands simply want to sell ANY

product to them versus the RIGHT product

Only 17% of Consumers thought that Brands actually

listened to the input of Consumers

84% of Consumers used their personal Network (Family,

Friends, Social Commentary, Review Websites, etc) before

they purchased something new

75% of Consumers said that they would view the Brand more

positively if the Brand knew his / her Needs and Interests

ROI #1:

Marketing To

Influencers

Brands have Millions of Customers

Among those Millions, Who Can Influence?

1 to 1 to Many

The New Customer Life Time Value

CLTV = CSV + CRV Don Peppers –Alterian Summit / 2010

Example:

Daily Volume – Blue Diamond Growers

Share of Voice – Blue Diamond Growers

Sentiment – Blue Diamond Growers

I‟m Mad at your

Brand.

I Love your

brand.

Your close friend @HungryGirl commenting about

Almond Breeze. She is a major influencer in social

media!

View Results – Blue Diamond Growers

Consumers Interact Via Multiple Channels

so Brands should do the Same

Better Engagement Can Help Find

Influencers

2011 Alterian Buzz Bowl Findings

Looking Beyond the 30 Second Spot

Hashtag #BuzzBowl

Published by Alterian

ROI #2

Looking Beyond the 30 Second Spot

Devise a model that helps

quantify social media in a

way that is useful for

marketing decision making

The Super Bowl has become an iconic

symbol of the power of the 30 second spot!

• 111M (US) Viewers – Highest Rated Super Bowl

Ever

• ~$250M spent on the media purchase alone

• 70+ in-game spots spread across 27 pods

• Average paid per spot $3M

• 20 Brands purchased more than 30 seconds of

commercial time

Looking Beyond the 30 Second Spot

The Questions for All Brands:

• Was the Investment Worthwhile?

• Can we Quantify the Results?

• How do we Compare to other Advertisers?

• What was the Longevity of the Spot?

The Question for us to Explore:

• Can we use Social Media to Help Answer

Those Questions?

Methodology - Three Phases of Social Intelligence

1.

Social conversations take place in

myriad channels. It‟s not just about

grabbing Twitter feeds, but the

triangulation of all possible sources

from Facebook, to surveys and

reviews, to industry association

communities, and blogs.

Listening - Collecting the right data

Conversations about the

Super Bowl

Taxonomy of Advertising

Terms

• Collected

conversations

related to the

Super Bowl and

advertising

• Searched for

results related to

the topic, not the

Brands

• Collected 433,531

conversations

(~40% increase

from 2010)

• Human analysis to

remove „bad‟

results and

domains

433,531 Total Conversations

Listening - Collecting the right data

Conversations about the

Super Bowl

35 Brands

Taxonomy of

Advertising Terms

• Two Step Process

• Only after collecting “on-

topic” conversations do

we attribute to the brand

• Consistent approach for

all brands

• Avoids the problem of

some brands having

more „organic‟ mentions

• Use Category Rules to

automate the process

• Collected 241,318 Brand

Conversations (~55%

increase from 2010)

241,318 Brand Conversations

Listening - Three Time Periods

46% of

Conversations

were on

Gameday

Time Period Dates Days Results

Pregame Dec. 1 –

Feb. 5

67 141,142

Gameday Feb. 6 &

Feb. 7

2 200,636

Postgame Feb. 8 –

Mar. 6

27 91,735

Methodology - Three Phases of Social Intelligence

1.

2. Collecting data is essential, but it‟s only the

first step in building value. A real point of

differentiation is the ability to convert that

into actionable insights. Semantical

analysis is part of this, but so is inclusion of

multi-channel data.

Social conversations take place in myriad

channels. It‟s not just about grabbing

Twitter feeds, but the triangulation of all

possible sources from Facebook, to surveys

and reviews, to industry association

communities, and blogs.

Cost Analysis Indices

Duration / Intensity

Sentiment

Volume

Learning Environment

Syndicated Data

Metric 1 - Reach

For each mention:

Mention Author x Factor

Metric 2 - Social Engagement Index (SEI)

∑ Brand Reach

Average Advertisers Reach x 100

Metric 3 - Social Sentiment Engagement Index (SSEI)

Mention x Reach x (+/- 1)

Average Advertisers x 100

Metric 4 - Cost Per Social Impression (CPSI)

Brand Social Reach

Media Spend

Metric 5 - Longevity Index

Brand Mentions

Average Mentions

Game + 30

Game + 30

Three Phases of Social Intelligence

1.

2. Collecting data is essential, but it‟s only the first

step in building value. A real point of

differentiation is the ability to convert that into

actionable insights. Semantical analysis is part

of this, but so is inclusion of multi-channel data.

Social conversations take place in myriad

channels. It‟s not just about grabbing Twitter

feeds, but the triangulation of all possible

sources from Facebook, to surveys and reviews,

to industry association communities, and blogs.

3.

The last phase is to turn those standard metrics

into insights that marketers can use. The best

insights are not useful if it is not understandable

in the right hands. A key ingredient to making

social intelligence impactful on marketers is the

isolation and elevation of key points. UNDERSTAND

Aggregate Reach • TV Viewership for the

2011 Super Bowl was

estimated at 111

Million Viewers in the

US

• Conversations about

Chrysler had the

furthest Social Reach

of 116 Million

• The Average

advertiser had a

potential Reach of

20.5 Million

Social Reach shows us that Social Media is large and

important channel. Marketers that can effectively

leverage Social Media can significantly expand the

audience.

Most Engaged - SEI

Most Loved – SSEI

Varying Returns - CPSI

Best: Groupon $0.03 Average: $0.36 per Worst: CarMax $1.94

$-

$0,20

$0,40

$0,60

$0,80

$1,00

$1,20

$1,40

$1,60

$1,80

$2,00

$0,07

$0,59

$0,12 $0,06

$0,22

$1,43

$0,32 $0,35

$1,94

$1,25

$0,10

$0,36

$0,14

$0,28

$0,12

$0,03

$0,17

$0,47

$0,31

$0,07 $0,11 $0,13

$-

$0,33

$0,14

$-

$0,80

$0,46

$0,24

$0,73

$0,53

$0,16

$0,07 $0,06

Alterian's Cost Per Social Impression (CPSI)

Extending the Connection – Longevity Index

• The long tail concept works well with

Social Media Measurement

• Longevity Index is dominated by the

top 3 Brands – all have greater than

100x average

• 23 Brands had tails below the

average

Social Engagement Index – Top 5 Brands

Pregame Gameday Postgame

Pregame SSEI

Pregame SSEI shows a

similar pattern – the

top 5 all have a

significant investment

in Social Media.

Indicates a net positive

sentiment for those

brands that leveraged

social media pregame.

Gameday SSEI

VW and Chrysler were

most liked on Gameday.

Both had ads that

compelled viewers. VW

leveraged social media,

Chrysler did not.

Groupon saw the

downside of a large

reach, the reaction to

their ad was mostly

negative.

Only 2 brands had more

negative than positive

comments on Gameday

Postgame SSEI

The conversation

turned negative

after the game. 10

brands had more

negative than

positive

conversations.

2 Brands

dominated the

positive

conversations: VW

and Chrysler

Which Brands Extended the Conversation?

VW leveraged Social Media and

had compelling creative. VW

had greater than average reach

and sentiment before, during

and after the Super Bowl.

Groupon – Ad turns negative

Groupon did not leverage Social

Media before the game. The

Groupon ad garnered mostly

negative comments. Could

Groupon have mitigated this with

a pregame Social strategy?

Best Buy – What‟s a Bieber

Best Buy – The Justin Bieber

announcement caused a spike in

conversations. But over time the

impact lessened. How could

they have extended the

conversation?

Brands Now

Have a Choice

Obrigado!!!!!!

Matt Gault / Alterian

Sr. Director – Latin America

Matt.Gault@Alterian.com

Skype: matt_gault

Twitter: @MattAlterian