Upload
engagement-labs
View
27
Download
0
Embed Size (px)
Citation preview
“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral is the Holy Grail of Advertising”
– Mark Zuckerberg, Facebook CEO
Results of 2014 market mix modeling project by Analytic Partners for the Word of Mouth Marketing Association. Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.
Conversations Drive ROI!
5
The range is 5% - 25%!
Offline Conversation Drives 2X Sales Impact
Results of 2014 market mix modeling project by Analytic Partners for the Word of Mouth Marketing Association. Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.
6
• Many marketers monitor the visible conversation that’s available in public social media
• But the offline conversation lurking under the surface is bigger -- and often very different!
• To maximize ROI you need to look at both in tandem– Looking at one only can lead you to
incorrect decisions.
The Visible Conversation Is Not Enough
7
8
Today’s Agenda
URL Meets IRL: Changing Dynamics of Consumer Conversation
Introducing totalsocial
Drilling Deeper Into Brand Dynamics With totalsocial
totalsocial Improves ROI
2014 W/E Jan 26
2014 W/E Mar 02
2014 W/E Apr 06
2014 W/E May 11
2014 W/E Jun 15
2014 W/E Jul 20
2014 W/E Aug 24
2014 W/E Sep 28
2014 W/E Nov 02
2014 W/E Dec 07
2015 W/E Jan 11
2015 W/E Feb 15
2015 W/E Mar 22
2015 W/E Apr 26
2015 W/E May 31
2015 W/E Jul 05
2015 W/E Aug 09
2015 W/E Sep 13
2015 W/E Oct 18
2015 W/E Nov 22
2015 W/E Dec 27
2016 W/E Jan 31
2016 W/E Mar 06
2016 W/E Apr 10 -
10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000
Weekly WOM Impressions for Average Top 50 BrandOffline Online
For Most Brands, Offline WOM Far Outweighs Social Volume
10
Face to Face77%
On the Phone16%
By Email3%
IM/Text Message3%
Social Media1% Other
2%
© 2016 Keller Fay Group, Source: TalkTrack®, Base: People 13-69
2008 2015
Face to Face72%
On the Phone13%
By Email3%
IM/Text Message
6%
Social Media3% Other
2%
11
…Even as Online Conversation Has Grown
© 2016 Keller Fay Group, Source: TalkTrack®, Base: People 13-69
% of Conversations Referencing Digital Content (Net)Monthly
Jan-08
Mar-08
May-08
Jul-08Oct-
08Dec-
08Feb
-09
May-09
Jul-09Sep
-09Dec-
09Feb
-10
Apr-10Jun-10
Sep-10
Nov-10Jan
-11
Apr-11Jun-11
Aug-11
Nov-11Jan
-12
Mar-12
May-12
Aug-12Oct-
12Dec-
12
Mar-13
May-13
Jul-13Oct-
13Dec-
13Feb
-14
Apr-14Jul-1
4Sep
-14
Nov-14Feb
-15
Apr-15Jun-15
0%
5%
10%
15%
20%
25%
30%
11%
25%
Even Bigger Trend: Talking Offline About What People See Online
12
13
© 2016 Keller Fay Group, Source: TalkTrack®, Base: People 13-69
% of Conversations Referencing Digital Channels (Detail)
Mobile Ad Or App
Social Media
Consumer Reviews
Other Website
Internet Ad
Brand Website
n/a
1.3%
1.6%
2.1%
3.5%
4.4%
2008 2015
Mobile Ad Or App
Consumer Reviews
Other Website
Internet Ad
Social Media
Brand Website
2.4%
4.0%
4.6%
5.2%
5.4%
6.3%
All Digital Channels Rising, Especially Social
14
It’s Time to Rethink Social Influence
• People move fluidly between offline and online
• To maximize marketing ROI, brands should too
Brand A
Brand B
Brand C
Brand D
Brand E
Online totalsocial
Brand A
Brand B
Brand C
Brand D
Brand E
Offline totalsocial
16
• Implication: Find better ways to engage or incentivize online influencers – potential to glean competitive insights from Brand D and E who lead the competitive set on Online Influence
Financial Brand “A” Has an Exceptionally High Offline Influence Score, But a Very Low Online Influence Score
16SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016PRELIMINARY DATA
17
• Online scores are stronger than offline for Brand B, but trending closer together over time
• Largest discrepancy between online and offline Influence scores
- Opportunity: Incentivize offline Influencers to talk more to close the gap with online and boost overall TotalSocial score
- Offline influence/advocacy tends to be driven more by emotional sharing than social currency
Conversely, QSR Brand “B” Successfully Activates Online Influencers, But Struggles Offline
17SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016PRELIMINARY DATA
totalsocial
18
• Brand has been successful in driving people to reference their media and marketing during offline conversations, but it still struggles to create shareable content online
• Suggests the need to develop a new social content strategy
This Retailer Has Strong Volume & Influence Scores Online, But Brand Sharing Falls Well Below Offline
18SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016PRELIMINARY DATA
Offline WoM
totalsocialTM. The only way to measure offline + online conversation in a single scoring system
Online Social
19
Fueled by the world’s only 10-year database of offline WOM for over 500 leading brands
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
Online & Offline Performance Generally DifferScores for 500 leading US brands
OFFLINE SCORE
ON
LIN
E SC
ORE
Online is rarely an accurate representation of OFFline
Online and OFFline performance differ dramatically for most brands
20
Automotive
Media & Entertainment
Financial Services Drinks (Alcoholic & Non-Alcoholic)
The Home
Beauty & Personal Care
Children’s Products
Travel Services
Health & Healthcare
Technology
Shopping, Retail & Fashion
Household Products
21
Categories Covered (US)
Sports
Food & Dining
Telecom
21
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016
totalsocial Performance By Sector
Offline Score
Onl
ine
scor
e
Conversation CommandersSocial Sirens
Whisper Brands WOM Mavens
Beauty
22
2015 Jun2015 Jul
2015 Aug2015 Sep
2015 Oct2015 Nov
2015 Dec2016 Jan
2016 Feb2016 Mar
2016 Apr
5047 45
49
41
3437 38 39
35 35
TotalSocial
Scores Track Business Impact
25
VW is told to recall 482,000 cars in the US (Sept. 2015)
SOURCE: TOTALSOCIAL™ JUNE 2015-APRIL 2016PRELIMINARY DATA
2015 Jun2015 Jul
2015 Aug2015 Sep
2015 Oct2015 Nov
2015 Dec2016 Jan
2016 Feb2016 Mar
2016 Apr
20
30
40
50
60
70
Offline Online
2015 Jun2015 Jul
2015 Aug2015 Sep
2015 Oct2015 Nov
2015 Dec2016 Jan
2016 Feb2016 Mar
2016 Apr
20
30
40
50
60
70
Online
totalsocial Helps Explain Trends…
SOURCE: TOTALSOCIAL™ JUNE 2015-APRIL 2016PRELIMINARY DATA
26
VW is told to recall 482,000 cars in the US (Sept. 2015)
2015 Jun2015 Jul
2015 Aug2015 Sep
2015 Oct2015 Nov
2015 Dec2016 Jan
2016 Feb2016 Mar
2016 Apr
0102030405060708090
100
. . .Isolating Causes of Decline
TotalSocial Offline Metrics
27SOURCE: TOTALSOCIAL™ JUNE 2015-APRIL 2016PRELIMINARY DATA
totalsocial Reveals the Levers to Improve Performance
Offline Score
Onl
ine
Scor
e
1. Brand A
2. Brand B
3. .
4. Brand C
5. Brand D
6. Brand E
7. Brand F
8. Brand G
9. Brand H
10. Brand I
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016PRELIMINARY DATA
29
Conversation CommandersSocial Sirens
Whisper Brands WOM Mavens
Offline Score
Onl
ine
Scor
e VOLUME
SENTIMENT
BRAND SHARING
INFLUENCE 0
40
80
Offline
Online
Two opportunities for American Eagle: Engage better with online influencers and make own social
media more “shareable”
Competitive IntelligenceExplore why Charlotte Russe scores high with
online influencers? Why does Nordstrom do
so well on brand sharing?
SOURCE: TOTALSOCIAL™ MAY 2015-APRIL 2016PRELIMINARY DATA
Moving a WOM Maven Brand to Conversation Commander
30
Conversation CommandersSocial Sirens
Whisper Brands WOM Mavens
Cable Network Case Study
32
TotalSocial Score
59
Brand E Brand B
Source: TOTALSOCIAL™ June 2016
TotalSocial Score
49
Brand E has a higher online score than offline, whereas competitor Brand B is opposite
33
VOLUME SENTIMENT BRAND SHARING INFLUENCE
Offline Online Offline Online Offline Online Offline Online
Brand A 64 58 100 51 40 83 71 65 43
BRAND B 59 41 47 83 69 79 95 47 12
Brand C 54 44 63 51 61 81 49 64 21
Brand D 53 12 55 94 45 79 21 80 37
BRAND E 49 28 66 34 39 88 49 34 57
Brand F 38 12 50 60 39 53 31 35 28
Brand G 38 12 34 42 66 86 31 13 17
Source: TOTALSOCIAL™ June 2016
41
66
83 69
88
95 47
57
59
BRAND E is top of the category with online influencers, but lags offline
BRAND E Has Better Online Volume and Influence Scores, But Underperforms Brand B on Most Offline Metrics
49
34
But, people are less apt to say good things.
To Talk To
To Engage
Guiding BRAND E on Creating a More “Talkable” StoryBRAND E is a category leader in online Volume and Influence, but falls well behind competitors for these same metrics offline; in order to improve overall offline performance, BRAND E needs to learn to recreate online success in the real world• Increasing offline Volume
– BRAND E lags BRAND B in offline talk among men, despite an audience advantage on this demo– Consider male-targeted promos, with a focus on placements where men are likely to be co-viewing
with another adult, which drives more than 3x the amount of offline conversation of solo ad exposure
• Driving conversation among offline Influencers– Digital media is an increasingly important part of OFFlineconversations – in fact, 1 in 4 offline
conversations today contains a reference to digital media• Drill down to understand the most engaging types of content and most impactful digital channels for driving offline talk
• Target offline influencers with digital marketing via Keller Fay’s programmatic WOM segments
– Event marketing is an impactful tactic in improving offline influence scores, BRAND E should consider
36
The rock is your marketing plan.
The splash is the amount of “direct” impact.
The waves reverberate your message.
TotalSocial measures the height, frequency, quality, and duration of the waves to quantify the ”indirect” impact.
Direct + Indirect
= Marketing ROI
Social Influence Drives ROI
ScorecardGet TotalSocial scoring + data access online
DiagnosticScorecard PLUS more data depth PLUS custom analysis of opportunities and threats
PredictDiagnosticsPLUS access to “what if” simulators to estimate the impact of changes in marketing
Available now.
Available now.
Available Q1’17
totalsocial Product Offerings
37
Closing Thoughts• Social and WOM are increasingly critical paths to
improved marketing ROI
• TotalSocial is the only way to see the whole picture and avoid mistakes or wasting time on the wrong strategy
• Concise, comparable metrics help guide performance improvement
• Knowing precisely how to change your actions helps efficiently target your resources to the real underlying issues and opportunities
38