nielsen mahtaban social media and marketing 2-10

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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2

A Thought StarterWhat is Social Production?


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Thought Starter #2: Is this Customer Service 2.0?

3


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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)



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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

b - 0

7

A u g - 0

7

F e

b - 0

8

A u g - 0

8

F e

b - 0

9

T o

t a l M i n u t e s

( B

Videos/Movies

Member Communities

Search

E-mail

Source: Nielsen NetView, Combined Home and Work, Excluding Applications

CGM exceeds email for the first time in Feb 2009


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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

Twitter

How Diverse is Social Media?

Video

GoogleSidewiki


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What is the Business Opportunity?


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Global Consumer Trust in Advertising by Channel

The Conversation Feeds the Purchase FunnelHigh Trust Factor


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Case Study: Listening vs. Asking


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CGM Has Company-wide Implications

Customer Service &Checkout

In-SoreExperience

CorporateComm.

Crowd-Sourcing

.ComExperience Products


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How Can Social Media Be Measured?


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Technology-Enabled Listening Process


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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

15

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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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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Paid vs. Earned Media


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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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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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Judy MahtabanDirector, Nielsen Online [email protected]

Contact Info

nielsen mahtaban social media and marketing 2-10

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