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This presentation will illustrate the superior power of experience-driven social marketing, and why more and more marketers are making it a part of their mix. Come hear how putting the consumer front and center is generating the most powerful earned media the marketing industry has seen. You’ll learn how earned media generated by in-person experiences drives deeper engagement, more passionate advocacy and bigger sales lifts. Presenter: Peter Storck, svp of research, House Party @pstorck
Citation preview
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All Earned Is Not Created EqualExperience-Driven Social Marketing:
Deeper Engagement for Stronger Advocacy & Bigger Lifts
Earned is the most powerful media&
‘Experience-driven’ is the most powerful earned
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Experience-Driven SocialThe Most Powerful Medium in the Mix
Deeper Engagement
of In-Person Experience
Stronger Advocacy
Online
& Off
Bigger
Lifts
In Branding
& Sales
A Primer:
Earned Is theMost Powerful Media
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Earned Media Is the Most Trusted
Text ads on mobile phonesDisplay ads on mobile devices
Online banner adsOnline video ads
Search engine results adsAds before movies
RadioNewspaper
Billboards/outdoor advertisingMagazines
TVBrand sponsorships
Emails signed up forEditorial content (e.g., newspaper article)
Brand websitesConsumer opinions posted online
Recommendations from people known
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%29%
33%33%
36%40%41%42%
46%47%47%47%47%
50%58%58%
70%92%
Have some degree of trust* in the following forms of advertising
(April 2012)
Source: The Nielsen Company.
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Earned Is the Most Powerful Media
WOM Is More Trusted Recommendations from personal acquaintances are the most trusted form of advertising. (Nielsen)
Paid and Owned Are Mistrusted 75% of consumers don’t believe companies tell the truth in advertising. (Yankelovich)
WOM Drives Sales Recommendations are the #1 driver of consumer purchase decisions at all stages of the cycle. (Keller Fay)
WOM Customers Are More Valuable WOM customers have nearly twice the long-term value. (Villanueva et al)
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Experience-Driven Isthe Most Powerful Earned
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Experience-Driven SocialThe Most Powerful Medium in the Mix
Deeper Engagement
of In-Person Experience
In-Person Experience Generates Deeper Engagement
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More Time with Consumer per Marketing Dollar Spent
Party265,605
Planning25,175
Conversation152,032
Party Site4,641
Social Media22,481
Total Hours:
469,934
eCPM-30 seconds of engagement:
$4.15
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Hours of consumer engagement with featured brand during a 5,000-party campaign, by type of activity
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Experience-Driven SocialThe Most Powerful Medium in the Mix
Stronger Advocacy
Online
& Off
More Persuasive Advocacy:More Credible & Passionate
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More Far-Reaching Advocacy:Experience-Driven Social Can Have Mass Reach
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0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.014.0
8.07.0 6.5
5.5
Uni
que
Peop
le (i
n m
illio
ns)
Unique people reached by, and typical CPMs of, select major media
Sources: The Nielsen Company, Google, Audit Bureau of Circulation
(CPM:$20) (CPM:$7) (CPM:$5) (CPM:$15) (CPM:$10)
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Experience-Driven SocialThe Most Powerful Medium in the Mix
Bigger
Lifts
In Branding
& Sales
Bigger Brand Lifts
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Experience-Driven Social Generates Bigger Brand Lifts
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Favorability Advocacy-Intent Purchase-Intent0%
10%
20%
30%
40%
50%
60%
70%
80%
30%26% 26%
76% 76%72%
Pre-Campaign Post-Campaign
Average Favorability, Advocacy-Intent, and Purchase-Intent of the featured product, pre- and post-party, among party guests
155% Lift196% Lift 183% Lift
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Lifts that Last Longer
Product Knowledge Favorability Advocacy-Intent0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
34%
56%
10%
84%
93%
75%70%
89%
60%
Control Partygoers Conversation Partners
Product knowledge, favorability and advocacy-intent of the featured product, among hosts, guests, conversation partners and
control, 6 months after a House Party campaign
Source: ChatThreads
“When I saw a commercial for the cooking creme, I literally yelled out loud and said, that's the Philadelphia cooking creme!"
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Lifts in Marketing Receptivity
Post-Campaign Average: 69%
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Lifts in Marketing Receptivity
Unaided Recall Aided Recall Ad Favorability0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 50%
32%
65%
82%
64%61%69%
59%
Control Partygoers Conversation Partners
Source: ChatThreads
Unaided recall, aided recall, and favorability of advertising for the featured product, among partygoers, conversation partners and
control, 6 months after a House Party campaign
Bigger Sales Lifts
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Test/Control Markets MeasureSales Lift
Test Stores
Control Stores
Nielsen Matched panel design for a House Party campaign
Source: The Nielsen Company.
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Test Stores Show Big Sales LiftSales of featured product, in test and control stores, 6 months after
a 15,000 party campaign
Control Stores Test Stores $460,000
$480,000
$500,000
$520,000
$540,000
$560,000
$580,000
$600,000
$519,330
$578,014
11% Sales Lift
Source: The Nielsen Company.
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Millions in Extra Revenue for Extremely High ROI
Millions in extra revenue for extremely high ROI
Percent of sales driven by House Parties 11%
Incremental gross revenue $6,803,706
Incremental gross profit $3,401,853
ROI in gross revenue (revenue/cost) $3.94
ROI in gross profit (profit/cost) $1.97
For every $1 the brand
spent, it got back:
$3.94 in revenue
$1.97 in profit
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Bonus Assets Raise ROI Even Higher
Gross Profitfrom Sales
$3,401,853
UGC $100,000
Opt-ins $70,000
Consumer Insights $20,000
Facebook Likes $40,000
$3,401,853 Gross Profit from Sales
$230,000 Value of Bonus Assets
$3,631,853 Gross Profit(including bonus assets)
$2.11 ROI in Gross Profit(including bonus assets)
Gross profit of a 15,000-party campaign, by deliverable
TalkTrack® Report on Word of Mouth by Triggers
March 2013
© 2013 Keller Fay GroupNot to be quoted or distributed without written
permission
www.kellerfay.com
Key Findings
• After “need,” “good experience” sparks the most earned
• Experience-driven earned is the most credible• Experience-driven earned sparks the most action
– Pass along– Seek more info– Purchase
• Over half of experience-driven earned contains strong buy/try recommendations
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Key TakeawaysEarned is the most powerful media, andExperience-driven is the most powerful earned
Deeper Engagement
of In-Person Experience
Stronger Advocacy
Online
& Off
Bigger
Lifts
In Branding
& Sales
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Thank [email protected]