webinar using social intelligence to measure sponsorship
Post on 27-Jan-2017
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Using Social Intelligence to Measure Sponsorship: “Euro 2016”
@Synthesio @DittoLabs
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MEET TODAY’S SPEAKERS
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Julia Kim
VP of Client Services Ditto Labs
Greg Roth
Director of Product Marketing Synthesio
3.2 BILLION PHOTOS ARE SHARED ON SOCIAL MEDIA EVERY DAY. MANY OF THESE PHOTOS CONTAIN VALUABLE INSIGHTS FOR BRANDS.
THE OPPORTUNITY FOR BRANDS
YET, 85% OF BRAND PHOTOS DON’T MENTION THE BRAND IN THE TEXT.
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12%
INSIGHTPHOTO POSTED ONLINE
WHAT MARKETERS ARE MISSING
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IMAGE ANALYSIS CAPABILITIES
SYNTHESIO IMAGE ANALYTICS
By using proprietary computer vision and machine learning, Ditto Labs identifies brands, objects, context, faces and more in social media mentions while Synthesio helps marketers mine visual and text data for insights.
IMAGE ANALYSIS USE CASES
How can marketers use visual social intelligence?
View your brand from the lens of your customer.
Understand how your brand is being used “in the wild.”
Find missed mentions for a more comprehensive picture.
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A FEW BRAND EXAMPLES
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IMAGE ANALYSIS - CONSUMER INSIGHTS
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See the love consumers and fans are giving your brand.
IMAGE ANALYSIS - AUTHENTIC BRAND EXPOSURE
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IMAGE ANALYSIS - INTENTIONAL BRAND EXPOSURE
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Capture all the mentions so they can count toward your overall brand exposure and marketing metrics.
CASE STUDY: UEFA EURO 2016
SYNTHESIO IMAGE ANALYTICS
OFFICIAL SPONSORS RANKED BY PHOTO VOLUME
SYNTHESIO IMAGE ANALYTICS
SYNTHESIO IMAGE ANALYTICS
All sponsors saw a spike in metrics like impressions and engagements during the period of 6/10 - 7/10 with the most engagement around the last 2 weeks of the games.
CLEAR INCREASE IN IMPORTANT METRICS DURING EURO 2016
SYNTHESIO IMAGE ANALYTICS
Visual listening found press, news and advertising mentions that added significantly to sponsorship ROI metrics.
ADVERTISING DRIVES EXPOSURE
SYNTHESIO IMAGE ANALYTICS
When compared with a similar brand, most official sponsors had a significant lead on visual engagements and impressions.
SPONSOR AND SIMILAR BRAND COMPARISONS - ADIDAS
SYNTHESIO IMAGE ANALYTICS
SPONSOR AND SIMILAR BRAND COMPARISONS - CARLSBERG
Heineken released a UEFA branded can, but still did not see the same increase in engagement as an official sponsor.
SYNTHESIO IMAGE ANALYTICS
TEAM AND SPONSOR BRAND AFFINITIES
The top 2 official sponsors appeared as clear brand affinities for the teams playing in the finals, but Emirates made a surprise appearance.
SYNTHESIO IMAGE ANALYTICS
BRANDING ON APPAREL
Branding and logo placement is important from a visual perspective and getting noticed on social.
SYNTHESIO IMAGE ANALYTICS
OTHER POPULAR BRAND PLACEMENT
Visual mentions appeared most often in stadiums, bars and screenshots of scores in addition to apparel.
SYNTHESIO IMAGE ANALYTICS
BEST EXAMPLE OF SPONSORSHIP FROM VISUAL PERSPECTIVE
Carlsberg won in terms of creativity and range of brand placement.
SYNTHESIO IMAGE ANALYTICS
CREATIVITY COUNTS
Carlsberg extended their branding with in bar placements.
SYNTHESIO IMAGE ANALYTICS
Snapchat was a popular social channel for people posting photos about the teams, especially the French national football team, and sponsors.
SNAPCHAT AS A SOCIAL CHANNEL FOR MARKETING
GREG ROTH SYNTHESIO
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Greg Roth
Director of Product Marketing Synthesio
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT: GOOGLE SEARCH TRENDS
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT: GOOGLE SEARCH TRENDS
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT
SYNTHESIO IMAGE ANALYTICS
BRAND SNAPSHOT: JUNE 16 - JULY 16
SYNTHESIO IMAGE ANALYTICS
A CLOSER LOOK AT BRAND IMPACT
SYNTHESIO IMAGE ANALYTICS
SPONSORSHIP IMPACT SCORECARD: DETAILS
SYNTHESIO IMAGE ANALYTICS
SPONSORSHIP IMPACT SCORECARD: INSIGHT
SYNTHESIO IMAGE ANALYTICS
SPONSORSHIP IMPACT SCORECARD: OVERALL GROWTH
SYNTHESIO IMAGE ANALYTICS
SPONSORSHIP IMPACT SCORECARD: OVERALL GROWTH
SYNTHESIO IMAGE ANALYTICS
KEY TAKEAWAYS
SYNTHESIO IMAGE ANALYTICS
Spending on sponsorships for events with broad exposure is worth every penny and can be measured.
Brands should be creative to win; think coasters, not just posters.
With more consumers using photos in social channels, Marketers can’t ignore the importance of visual listening in conjunction with text-based social intelligence.
Q&A – ASK US ANYTHING!
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Julia Kim
VP of Client Services Ditto Labs
Greg Roth
Director of Product Marketing Synthesio
Understand Visual Social Intelligence
SERVICE CUSTOMER NEEDS IN REAL TIME
@Synthesio @DittoLabs
Join the conversation using #synthesiolive
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