festival of media 2011 - giselle bodie - kantar media

8/6/2019 Festival of Media 2011 - Giselle Bodie - Kantar Media

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Market Intelligence for theWorlds Leading Brands

Giselle BodieCOO Kantar Media Intelligence Europe


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YOU SHOULD KNOW WHAT WE KNOW

2Festival of Media, Montreux May 2011

Understanding the voice of the consumer in online media


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THE WORLD OF SOCIAL MEDIA


Source: wherever it came from et al


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ENORMOUS GROWTH IN SOCIAL MEDIA

Phenomenal Growth in number of users, level of

engagement and spend on monitoring/analysis.

Social Media is Marketing 2.0 a must have for all

companies, products, and services.


75M

175M

2010

2011

350M

640M

2010

2011

$100

M

$1B

Spend in Monitoringand Analysis Market

2006

2011


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SO ITS A YOUNG PERSONS THING?


Changes in social network site use 2008-2010 by generation

Source: Pew Research Centers internet & American life Project, April 29-May 30, 2010 Tracking SurveyN=2,252 adults A8 and older

0

10

20

30

40

50

60

70

80

90

Milleniais (18-33) Gen X (34-45) YoungerBoomers (45-55)

Older Boomers(55-64)

Silent Generation( 65-73)

G.I Generation (+74)

All online adults(18+)

Dec - 08

May - 10

% of internet users who use social network sites, over time


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FASCINATING FACTS

2% reduction in negative word of mouth boosts sales growth by 1%

After 23 years, Pepsi dropped TV advertising for last years SuperBowl to spend $20

million on a social media campaign

The average Twitter account has 300 followers

LinkedIn has 50 million professionals worldwide

Twitter users send an average of 600 tweets per second

28% of U.S. online holiday shoppers are influenced by social media

20% of tweets are invitations for product information, answers or responses from

peers, or directly by brand representatives


Source: Social Media Marketing Report 2010


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THE NEW COMMUNICATIONS ECOSYSTEM


The social media effect


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SO WHO OWNS SOCIAL MEDIA?


Social Media Analysis a corepractice across the enterprise

Public Relations

Marketing Communications

Brand Management Market Research

Business Intelligence

Strategic Planning

Advertising

Media Planning

Product Development

Go to Market

Customer Service


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SOLUTIONS FOR MARKETINGAND COMMUNICATIONS


MARKETING

Market Research

Brand ManagementGo to Market / Campaign Planning

New Product Development

Consumer Insights

Online WOM

COMMUNICATIONS

Marketing Communications

Pu lic Relations

ocial Media InitiativesFaceBook, witter, ou u e

Campaign Planning

Media Planning

dvertising

Customer ervice


10/19

ENTERPRISE SOLUTION; INTEGRATED APPROACH


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Advocates vs.De tractors(Among Rated Documents,Jul 09 Sep 09)

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0% 20% 40% 60% 80% 100%

SportsAuthority

REI

Golfsmith

Foot Locker/East Bay

Finish Line

Cabela's

Dick'sSportingGoods

I recommend___ I donotrecommend___

Rate ofAdvocacy A d v o ca t e s D e tr a c to r s

D ic k' s Sp or ti ng Go od s 2 8.6 % 4 .6 %

Cabela 's 24.6% 4.9%

Finis h Lin e 23.5% 3.0%

F oo tL oc ke r/ Ea st Ba y 1 8.8 % 3 .3 %

Golfs mith 24.2% 0.8%

REI 40.7% 2.3%

S po rt s A ut ho ri ty 3 3.8 % 3 .3 %

Enterprise SaaS Platform Monitoring and Reporting

Market IntelligenceData Feeds and Measurements


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CYMFONY MAESTRO LISTENING PLATFORM

Enterprise Platform and Dashboard

Global scalability across

brands, functions, and languages

Granular content views for analysing

conversations

Licensed on annual basis for multiple

groups, users, and roles



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SYNDICATED DATA, DASHBOARD, STUDIES

Normalised

data/metrics

Consistent brand

effectiveness

measures

On demand access

Self-service

dashboards, quarter

ly studies, data

feeds


Top US Financial Services

Topical data and views:

Reputation

Services

Pricing

Customer Satisfaction

Discussion drivers

Available for 6 international markets

400+ brands & nameplates

Topical views

ReputationServices

Pricing

Customer Satisfaction

Discussion drivers

Financial

Automotive


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Examples of

Cymfony in action



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MAJOR EUROPEAN FMCG FIRM

PR campaign, ads, and new productmarketing not always hitting themark for vocal consumers in socialmedia - mums

MajorPR campaign consumersconfused in trying to find thecampaigns facebook page

New product introduction consumer scepticism and outrightderision

Online ad campaign annoyed thetarget market with loud pop-ups onmums sites

Communications measurement acrossa global corporation



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MAJOR TECHNOLOGY PROVIDER

Social and Traditional

30 countries

B2B and B2C Reporting to the CEO

Consistent measurementmethodology

Corporate, category, product Surveys and internal forums

Communications measurement across a global corporation



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TWOOF THE LARGEST GLOBAL HOTEL CHAINS.

Scale and PrecisionAcross properties, across chains

What consumers are saying intravel review sites across the globe

How individual properties stack upagainst their own tailoredcompetitive data

How chains and corporates stackup against competitors



17/19

WE KNOW YOU.


We understandyour world

We create solutionsthat fit your needs

We get the contentthat matters foryou

We give insightsand advice that are

relevant to you


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2010 WPP Crme de la Crme WINNERConsumer Insight

Cymfony forProcter & GambleVancouver Olympics



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THANK YOU!