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© Copyright 2012 Beyond. All rights reserved. Private and Confidential #BDMF12 Moneyball and Creative Engagement... @Beyond, @RogerWarner, @NilsMU

Brighton Digital Media Festival - September 13, 2012

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In September we attended the The Brighton Digital Marketing Festival and gave this presentation on creative engagement.

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Page 1: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

#BDMF12Moneyball and Creative Engagement...

@Beyond, @RogerWarner, @NilsMU

Page 2: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

@Beyond, @RogerWarner, @NilsMU

Page 3: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Favourite quote: “Show me a dressing room with laughter and talent and I’ll show you a winning team” (Brian Clough)

Favourite quote: “data beats opinion” (Nils)

WE Are...

Roger WarnerDirector Acquisition & Engagement

Nils Mork-UlnesAnalytics Overlord

@Beyond, @RogerWarner, @NilsMU

Page 4: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

@Beyond, @RogerWarner, @NilsMU

Mumbai

Page 5: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

client list @Beyond, @RogerWarner, @NilsMU

Page 6: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

we create digital experiences people want to share.

...We do this Differently.

Moneyballfor social Brands

now

Page 7: Brighton Digital Media Festival - September 13, 2012

BUILD IT AND THEY PROBABLY WON’T COME

Page 8: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Go

Care?Do they Can People Give a SH*T

Problem statement:

Paul AdamsGlobal Head of Brand DesignFacebook

@Beyond, @RogerWarner, @NilsMU

Page 9: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Note to self: 9.30 to 11.40...

@Beyond, @RogerWarner, @NilsMU

Page 10: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

@Beyond, @RogerWarner, @NilsMU

Page 11: Brighton Digital Media Festival - September 13, 2012

WHERE DO YOU START?

Page 12: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

HOW DO YOU SCALE?

Page 13: Brighton Digital Media Festival - September 13, 2012

HOW DO YOU REDUCE RISK?

Page 14: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

THINK MONEYBALLData Beats Opinion... And Black Rollnecks and ‘Difficult’ Specs.

Page 15: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

0

50

100

150

200

2007 2008 2009 2010

Region 1 Region 2

“An Imperfect Understanding of Where Runs Come From...”

Page 16: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

MarketNeeds

Brand Communications

versus

Start Here: @Beyond, @RogerWarner, @NilsMU

Page 17: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

0

50

100

150

200

2007 2008 2009 2010

Region 1 Region 2

Bran

d abi

lity t

o inf

luen

ce

Start with A Quadrant:

How does a brand achieve alignment between their communications output and their markets’ needs - so that they can maximize the impact of their digital and social engagement with consumers...?

consumer propensity to Care

[share of voice]

[share of mind]

[High Engagement]

[Low Engagement]

Page 18: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

UM, WHICH GRAPH DO I NEED?Open, Social, Knowledge, Interest...???

Page 19: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Social graph Interest graph@Beyond, @RogerWarner, @NilsMU

Page 20: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

shareWhy people

?

@Beyond, @RogerWarner, @NilsMU

Page 21: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

other people’s opinions more important than ads

Page 22: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

high sharers are 3x more likely to recommend a product

OPEN TO CHANGE BRANDS

MORE LIKELYTO PURCHASERESEARCHED

PRODUCTS

RESEARCH LOW

INVOLVEMENT PRODUCTS

YOUNGER

RECOMMEND PRODUCTS

BRAND LOYAL

OWN MULTIPLE INTERNET DEVICES

HIGHSHARERS more likely to...

LOW80% OF ONLINE CONSUMERS

SHARERS

OLDER

RESEARCH HIGH

INVOLVEMENT PRODUCTS

CARE MORE ABOUT QUALITY

THAN BRAND IMAGE

20% OF ONLINE CONSUMERS

vsvs

Page 23: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

consumers research & share experiences during whole purchasing journey

CUSTOMER JOURNEY

BRAND PENETRATION

AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY

Visibility Evaluationattributes Choice Experience Recommendation

& loyalty

MEASUREMENT

BRAND STRATEGY/ messages

Pre-purchase

How is your brand positioning penetrating

the market?

What does consumer perception of your brand

look like?

What are the barriers and triggers for action?

What are the consumer likes and dislikes and

what words do they use?

What are the consumer likes and dislikes and

what words do they use?

Relative volume of each of the positioning

statements and pillars- - - - - - - - - - - - - - - - - -Share of voice against

competition

Attributes and topics within positioning and

pillars are most frequently discussed

- - - - - - - - - - - - - - - - - -Level of agreement with

positioning- - - - - - - - - - - - - - - - - -

Sentiment towards attributes

Frequency of statements of intent

- - - - - - - - - - - - - - - - - -Frequency of inhibitors

mentioned

Top likes and dislikes- - - - - - - - - - - - - - - - - -Frequency of emotive

words used- - - - - - - - - - - - - - - - - -

Verbatims

Frequency of recommendations

- - - - - - - - - - - - - - - - - -Share of voice against

competition

Post-purchase

insight & Strategy

visibility in search

Page 24: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Digital marketers

so what are the implications for

?

@Beyond, @RogerWarner, @NilsMU

Page 25: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Friending brands

% of facebook users

60%

53%

36%

0 20 40 60 80 100

53% of people have used Facebook to interact with a brand

36% of people liked or shared a brand page on Facebook in the last 30 days

60% would be willing to share a product or service if given a discount/deal

@Beyond, @RogerWarner, @NilsMU

Page 26: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Fans exposed to brand content on Facebook buy moreStarbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:

• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference

• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.

Source: ComScore/Facebook research cited in AdAge - June 12, 2012

Page 27: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

LOW vs high involvement products

Research/Time intensive; specialised knowledge

Impulse buys; social

vsHIGH

LESS FREQUENTLY PURCHASED

MORE COMPLEX

EXPENSIVE IN NATURE

REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE

LOWBOUGHT MORE FREQUENTLY

LESS COSTLY

USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT

AND EFFORT

vs

@Beyond, @RogerWarner, @NilsMU

Page 28: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

1000

1000.5

1001

1001.5

1002

Baby Products

Music

Cookware

Beauty P

roducts

Automotives

Electro

nics

Fashion

Restauran

tsTools

Travel

Kitchen Applian

ces

Personal F

inance

Facebook Influence

Facebook’s Influence on purchases“To what extent did Facebook influence your view on the product you were shopping for?”

facebook - what is it

• some products lend themselves better - table: best and worst

@Beyond, @RogerWarner, @NilsMU

Page 29: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

actions taken after online interaction

31%

uk43%usa uk20%

usa20%

3%

uk4%usa

uk9%usa9%OPEN

usa26%

PROMPTED TO PURCHASE

PROMPTED TO RECOMMEND

CHANGED IMPRESSION

ENCOURAGEDTO VISIT

uk3%3%

ENCOURAGEDTO CONTACT

usa

6%

usa8%uk

INCREASEDAWARENESS

15% uk

TAKE NO ACTION

@Beyond, @RogerWarner, @NilsMU

Page 30: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

sharingOF

THE

Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?

These are all important questions, and using data as a guide, the answers become within reach.

@Beyond, @RogerWarner, @NilsMU

Page 31: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

facebook sharingfacebook sharing

less than3 months

3-6months

6-12months

1-2years

2+years

Age of Facebook accountAge of Facebook account

rate of activity on facebookrate of activity on facebook

usageusage

sharingsharing

frequencyof logins

Data is based on per-user activity, not aggregate volumes

@Beyond, @RogerWarner, @NilsMU

Page 32: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.

frictionless sharing (Automatic sharing)frictionless sharing (Automatic sharing)

listened to a song that was automatically shared

(spotify, etc)allowed an application

to post automatically to their pro!le

read an automatically shared article (online

reader)

of people have done at least one of the following things:

67%67%

61 %61 % of people are annoyed by applications

@Beyond, @RogerWarner, @NilsMU

Page 33: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES

O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.

43%43% 30%30% 28%28% 27%27%

PERSONAL MILESTONES

TICKET PURCHASES

TRAVEL PLANS CHARITABLE DONATIONS

WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?

The percentages above re!ect the proportion of people who indicated their preference to share these activities.

@Beyond, @RogerWarner, @NilsMU

Page 34: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

WE ARE HIRING IN LEWES!Get in touch at @Beyond / @RogerWarner

@Beyond, @RogerWarner, @NilsMU

Page 35: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

QUESTIONS/INSULTS...Be nice....

@Beyond, @RogerWarner, @NilsMU

Page 36: Brighton Digital Media Festival - September 13, 2012

© Copyright 2012 Beyond. All rights reserved. Private and Confidential

THANK YOUtimefor your

@Beyond, @RogerWarner, @NilsMU