integrating social media into media planning
Post on 18-Oct-2014
782 views
DESCRIPTION
A presentation discussing the challenges social media presents in media planning specifically. What are the ramifications client and agencyside? How do you develop an integrated approach?TRANSCRIPT
Integrating social media into media planning
Tim Pritchard @timpritchard
Role of the agency
Final thoughts
Understanding audiencesChannel planningNew opportunitiesMeasurement
• How many of the audience can I
reach through different media?
• In which media should I place ads?
• Which frequency should I select?
• How much money should be spent
in each medium?
Source: Wikipedia
Questions traditionally asked of a media agency...
Too reductive?
Finally context is king
Source: BBH
The role of the media planner has changed
Source: Rolling Stone
Account Manageme
nt
Strategy
TV
Press Radio
Outdoor
Online
PPC
SEO
Affiliates
Data
Mobile
Gaming
Social
Cinema
It’s not just an extension of the branch of online
Account Manageme
nt
Strategy
TV
Press Radio
Outdoor
Online
PPC
SEO
Affiliates
Data
Mobile
Gaming
Cinema
Social is an approach as well as a channel
Social
It can form the core of an idea
Source: Shots/W&K
The starting point is different
Source:Steve Bridger
There is no longer just ‘campaign marketing’
Continual brand presence
Campaign marketing activity
Consideration
Awareness
Conversion
Feedback Loop
Feedback Loop
And social media has changed the process
Don’t socialise the plan
Plan to socialiseSource: www.ardbruach.org.uk
What happens to the 80/20 rule?
Source: http://passthesushi.com/german-chocolate-cake
Media act as an accelerant
Source: www.pdphoto.org
And you need to be prepared for that acceleration
Role of the agency
Final thoughts
Understanding audiencesChannel planningNew opportunitiesMeasurement
Changing the way we think about audiences
Unleashing the power of the social graph
The rise of social targetingP
erf
orm
an
ce
1960 1970 1980 1990 2000 2010
Contextual
Demographic
Psychographic
Social
Source: Media6degrees
As the social web expands, so do the opportunities
This also includes profiling our audiences for Social media activity
Source: http://flowingdata.com
Listening, and identifying influencers
Planning insights can be extracted simply
We can be agile and monitor trends
Role of the agency
Final thoughts
Understanding audiencesChannel planningNew opportunitiesMeasurement
Less of this
And more of this
Source: Fast Company
47%
14%
3%
36%
At least once a
day
At least once a week
Less often
NO
Do you use both TV and internet together?
And they are increasingly happening together
Source: Thinkbox & IAB / Q Media Research 2010: Base Broadband & Dig TV Inds
YES
Events like TV create social moments
Engaging with content in a more active way
Traditional shows are catching up and new ones evolving
Plan around the conversation
We need to plan for earned media?
Source: http://wallblog.co.uk
Think about the statements we are making with media choices
We can still use the central tenets of media planning
Source: http://tpdsaa.tumblr.com
Social platforms offer scale
X factor spotUp to 19m
Facebook reach block Up to 16m
YouTube Homepage
12m
C4 spot 3m
Sky1
1m
MSN Homepage
6m
Source: BARB/ComScore
Online Email
Online Gaming Shopping
SearchPortals
Travel
Finance
Adult
Home &Fashion
Education & CareersGovernment
Mu
sic
News & Sport
Other stuff
Google Search
Social media
Hotmail
InstantMessaging
WindowsLiveMessenger
BBCNews
Telegraph
Guardian
Zynga
Measurement of time online and in view Total computer time c2.2bn hours per
month
Amazon
Money Saving Expert
TripAdvisor
Facebook is more than an audience
Role of the agency
Final thoughts
Understanding audiencesChannel planningNew opportunitiesMeasurement
New services pop up every day
But its the ability to see the social in the opportunities
Insights/trends Planning Integration with other media
Copy writingBidding/buying
Real-time
Twitter is the perfect example
Role of the agency
Final thoughts
Understanding audiencesChannel planningNew opportunitiesMeasurement
Its no longer about counting heads
•# Video Views•% YouTube Favorites•% YouTube channel subscribers•% YouTube Video Plays•# of YouTube Channel Comments•# of YouTube video reviews •# slideshare views•# delicious bookmarks•# diggs•# of Blog Mentions•# of Forum mentions•# of Facebook mentions•# of Twitter mentions •# @mentions•# of reviews mentions •# of comments•Positive : Negative Mentions for any channel•# Twitter followers•Twitter Follower-Rate•# reviews•# stars in reviews•Thread size•Unique contributors•Unique commenters
•# Facebook fan pages•# Facebook fans •Facebook Fan Rate•Facebook Likes•Email Open Rate•Email Click Rate•Email Forward rate•Email opt-out rate •# of Email subscribers•# of SMS subscribers •Clicks/ CTR• Impressions•Traffic•Reach•Registration•Opt-in•Page views•Visit/session length (% site visits > 60 secs)•Click path analysis•Eye tracking studies •#/% Downloads•Changes in SERP results/ rankings•Earned/ Owned traffic • Inbound links
There are a bunch of new metrics
Source: @margaretfrancis
Role of the agency
Final thoughts
Understanding audiencesChannel planningNew opportunitiesMeasurement
Cutting through the hype
Source: Zeusjones.com
To summarise...
Thank you!
• Social media presents great opportunities to media agencies – but not without challenges
• Social is important to traditional media planning, as much as traditional media planning is to social
• We are well placed to understand audiences and generate new planning insights
• Measurement as always is key – but requires clear alignment of objectives to metrics