Digital and Social Media

THE NEW MEDIA LANDSCAPE

It used to be easy….• In 1965, 80% of

adults in the US could be reached with three 60 second TV spots

• Day-after recall scores for 60 second prime-time commercials was 40%

It’s not so easy anymore.2004

Friends – Series Finale

12.8 Nielsen rating

Most-watchedshow in 4 years

1986

Head of the Class

12.8 Nielsen rating

#40 show that year

New Consumption ModelsWORKVirtual OfficeWiFiConnected Anywhere

OOH / RETAILDigital Billboards

RFID

HDTVBlu-RayDVRGamingIPTV

Virtual WorldsSocial SoftwareOnline VideoPodcastingUser-Generated Content

RFIDBloggingOffice WikisRSS

WiFi/connectivityPersonalization

Interactive Kiosks

MOBILE / AUTO3G Mobile DevicesGPSMobile VideoWiFiText Messaging

HOME

SETTING THE STAGE

YOUR COMPANYWEBSITE

Tagging

Twitter

Wikis

Ratings & Reviews

Social Search Engines

Social News/Bookmarking

BLOGS/Vlogs

StandardBanners

Rich Media

Integrated Placement Targeted

Streaming Video

Streaming Audio

Podcasts

Pre-Roll

Online Video

SMS Campaign

Mobile Content

Downloadable Apps

Ringtones/Wallpaper WAP Ads

Search Engine Optimization

Kiosks

Branded Utilities/Widgets

RSS

WEBSITES

ONLINE MEDIA

SOCIAL

MOBILE

AV

Microsites

Online Training Systems

Search Engine Marketing

DATABASE DEVLOPMENT

Flash-Rich Applications

YOUR COMPANYWEBSITE

CONSUMERS ARE USING THIS STUFF TOO!

Why should you care?

• These are your consumers and this is where they are spending their time.

• You need to talk to them (and listen) where they are, not where you want them to be.

• It’s cool• It’s the “new” thing• It’s the “future”• We “need to be in it”

Digital is not important because:

It is important because…

It’s how we are consuming media.

Source: Ball State University Center for Media Design

Source: Arbitron/Edison Media Research and comScore

These emerging behaviors pose a new challenge to today’s marketer.

• What do you do in the new social media world?

What is social media?

• The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself.

Social News/ Bookmarking

Social Media

Chat Rooms

Message Boards

Blogs/Video Blogs

Widgets

Social Networks

Content Sharing

Social Search Engines

Podcast/Vcast

Ratings &Reviews

Social media is for the young….

Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.

And the old….YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927, made his debut in August 2006 with a video series called ‘Telling It All’.

His videos have been seen over five million times

Facebook – Age Distribution

Source: Facebook internal data – September 2007

Source: O’Reilly Media

Why is it important?

Audiences trust personal experience and word of mouth dramatically more than any type of media.

Source: Nielsen Buzz Metrics

Now What?

How to get involved.

The Four Step Process

• Research and Learn

• Develop a Strategy

• Let Go (and embrace the change)

• Participate

Free Listening Tools.

Advanced Listening.

Continually Monitor Social Media

• Know what is being said all the time

• Identify potential issues quickly

• Address these issues with the consumer

• Identify the top online influencers and reach out to them

Now you know what is being said….• It’s time to let go and participate

IN SUMMARY

The New Media Strategy

• Monitoring is not a monthly thing, it has to be done daily (if not more often)

• Strategy first, tactics second• Know how you are going to address different types of

conversations before they happen, and who is going to address them

• Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment.

Automated Marketing

Engagement Marketing Agenda

• The “Facelift” of the Marketer

• Engagement Marketing…it’s kinda like dating

• Show Me The Automation!

• Your Personal Engagement Evolution

The marketer “nip/tuck” Create brand

awarenessGenerate LeadsDeliver Leads to

Sales TeamManage Marketing

BudgetCommunicate with

Existing Customers

Cultivate brand advocates!

Develop Leads!

In real-time and with marketing history!

Maximize Marketing Budget!

Market to Existing Customers!

Marketers…It’s time to step up.

But it might be painful to…

But if I slip up on…

But I might get stuck in in…

Engagement Marketing is arelationship.• “Playing the Field”• Wearing the

letterman’s jacket• On Bended Knee• Wedding Bells• Happily Ever After or

The Cheating Heart?

Integrating and executing multi-channel marketing campaigns

– 65% of organizations report better ROI through the use of multi-channel campaigns

Implementing a customer centric strategy– Behavioral targeting can increase revenues by as much

as 50%– Personalized “color printing direct mail” response rates

13.74% (vs. traditional direct mail 1.26%)Focusing on lead quality

– 70%-90% of marketing-generated leads are not acted on because sales finds them unqualified

– Yet only 52% of companies are doing lead nurturing today

Measuring results to provide proof of Return On Marketing Investment (ROMI)

– Executives are requiring marketers (organizations are requiring agencies) to justify their marketing budgets and report on results

Using database to capture and influence marketing behavior * Stats from MarketingSherpa, Jupiter Research

and Sirius Decisions

Engagement Marketing is:

Marketers Rejoice!

• Demand Generation• Lead Capture• Pre-Qualification/

Scoring• Lead Distribution• Lead Nurturing • Report and Analyze

Six Phases to Lead Development

LeadCapture

Report & Analyze

DemandGeneration

Pre-Qualification / Scoring

DistributionNurture

Marketing Automation

The real problem is… …nothing talks to each other!

Trends Drive Technology (or visa versa)

Right Message > Right Person > Right Time

• Email open rates are 24% higher when segmented

• Marketers using multiple dynamic content blocks see 3 percent higher conversion rates compared to those using more simple methods

• Personalized “color printing direct mail” response rates – 13.74% (vs. traditional direct mail 1.26%)

Jupiter ResearchDigital Printing Council Newsletter

MarketingSherpa

Increase Relevancy with Behavior-Based Segmentation• Marketing Automation:

– Send communications based on a prospect’s responses, transactions or specific events

– Initiate a one-to-one ‘conversation’ with your prospects and customers

Lead Management: Hot Lead. Cool Lead. Whose Lead?

Lead Distribution: Get lead to Sales yesterday. Via email or via CRM.

Lead Nurture: Automated Marketing Incubator: develop latent demand.

Lead Generation: Multi-channel and Multi-touch. Capture Marketing Behavior.

CRM Integration: Marketing activity visible in CRM database.

Email (Version 2)• “Contact Me’s”• Personalized

•Name, Product, Content• Delivered: 7 days (relative)

Email Reminders (Nurture)

Email (Version 1)• Personalized

• Name, Market, Product• Links to Dealer, Products, Markets• Delivered: 3 days

Email (Version 3)• 2nd Reminder “Last Chance!”• Delivered: Dec 17th

Whoa! This seems too complex…

Relax.Deep breath.

Baby steps.

Online Media

The Marketer’s Secret

1. Create a story about your products, and make it easy to tell.

2. Listen to what your customers are saying.

3. Respond back.

The Click Takes a Beating

“Display Ad Clickers Drop by 50%. The Click is Officially Dead.” September 2009

“A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks.” October 2009

John Lowell, Starcom USA SVP and Director, Research and Analytics

“Half Of Ad Impressions, 95 Percent Of Clicks Fraudulent.” September 2009

• 2007: Original Natural Born Clicker Study– Clicking was a rare occurrence – Most clicks were accounted for by a small, unrepresentative portion of the total

online population – Conclusion: optimizing a campaign to clicking behavior limits the potential

campaign influence on the total online audience

• 2009: Natural Born Clicker, Part 2– Validate the results of the original study and look for any shifts in clicking

behavior since 2007– Examine how clicking behavior differs (or does not) within four key advertiser

categories– Establish the value of online advertising via metrics other than the click

comScore Natural Born Clickers Studies

Who is Clicking?Q: Who is Clicking?

A: Fewer people

A: Fewer people that account for more clicks

A: Less Affluent

A: Most likely 35 – 44 years oldQuestion to Advertisers:

Is this the best audience to benchmark the value of online advertising?

Non-Clickers68%

Clickers32%

Half as Many Clickers in 2009 vs. 2007 Only 16% of internet users clicked on at least one display ad in

March 2009

July 2007 March 2009

Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periodsSource: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods

Conclusions – The Click is Not the Endgame

• Clickers are a very small group

• 84% of internet users never click

• 90+% of category site visitors were exposed to ads but did not click

• In aggregate non clickers consume the most pages and spend the most time on sites

“A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks.”

John Lowell, Starcom USA SVP and Director, Research and Analytics

90+% of category site visitors were exposed to ads but did not click

ADDITIONAL WAYS TO MEASURE YOUR ADVERTISING

Additional Ways to Measure

Creative Capabilities

Full Page Ad

Full Page Video Enabled

Pre Roll with Companion Banner

Expandable / In Banner

• Turnkey functionality added to the creative can include:– Add to calendar– Add to Facebook, MySpace– Pass along, invite friends– Map a location– Send to mobile #– Dynamic product carousel– Video

• Undertone is able to optimize interaction rates

• Data is transferred and owned by client for future efforts

• Real time data streams can be used to “pull” information from a marketer website

Spongecell

Research Capabilities

Real Time Brand Measurement

Real time view provides instant analysis of campaign performance

Simple Polling Device• Ad Catalyst: Measure ad

impact on viewer perceptions of key brand attributes in real time ‒ Test and Control

Methodology‒ Brand awareness‒ Brand attributes‒ Favorability ‒ Purchase intent‒ Message awareness‒ Side by side creative

effectiveness

Advertising Objective Funnel

Audience Insights Sample Report

• Campaign METRIX reporting:‒ Reach and Frequency‒ Impressions and

Demographics‒ Audience Build‒ Frequency Distribution

• Ad Effectiveness Reporting:‒ Lift in website visitation‒ Lift in website engagement‒ Lift in trademark or

branded search activity‒ Competitive share of mind

CASE STUDY: SOVEREIGN BANK

• Campaign Goals:– Drive 150 new account signups

• Undertone Strategy & Tactics:– Enhance the existing creative with Spongecell Interactive

buttons to boost consumer engagement and ensure post campaign activity using the following functionality:

• Find a Branch• Tell a friend

• Results:– Overall, the ad unit gave consumers valuable information

on the Sovereign product without forcing them to leave the page, resulting in increased readiness to sign up for an account .

• 184 signups as of 6/21 – Total signups surpassed client goal of 150– 34 additional post campaign

• Mouseover rate of 8.96%, on higher end of typical range

• 30,868 mapping interactions, revealing that consumers were very interested in finding the nearest Sovereign branches

Audience Post Campaign Metrix

*Data Based on comScore Reporting New England: Connecticut, Massachusetts, Rhode Island Mid Atlantic: New York, Pennsylvania

Age#

ImpressionsComposition

Index UVs

Under 18 1,034,482 62

Persons: 18-24

926,667 48

Persons: 25-34

1,967,193 93

Persons: 35-44

4,999,500 157

Persons: 45-54

2,478,917 130

Persons: 55-64

922,811 105

Persons: 65+ 1,208,325 110

Overall Results:•# of Impressions: 13,537,996

•New England

63%•Mid Atlantic

37%

•Unique Visitors   2,204,996•1 impression

15%•2

26%•3-4

31%•5+

28%•Average Frequency 6.1 times

HHI#

ImpressionsComposition

Index UVs

Under $15,000

667,414 57

$15,000-24,999

312,475 54

$25,000-39,999

2,319,615 75

40,000-59,999

2,531,012 89

$60,000-74,999

1,621,396 119

$75,000-99,999

3,516,393 129

$100,000+ 2,569,590 126

CAMPAIGN IMPRESSIONS & COMPOSITION

HHSize

# Impressions

Composition Index UVs

1 976,974 124

2 3,616,348 112

3 3,797,016 88

4 3,102,647 101

5+ 2,044,910 93

May-June Campaign SummaryOVERALL GOALS:• Generate 150 Signups

CAMPAIGN FLIGHT/IMPRESSIONS/BUDGET:• 5/6/09 – 6/10/09 (reporting through 6/21 for post campaign actions)• ~15MM Impressions

TARGETING:• RON: Demo Target• Site Retargeting• Geo-Targeting to Conn, Mass, RI, NY DMA, Philadelphia DMA,

Harrisburg PA

CAMPAIGN DELIVERY SUMMARY:

Sovereign Bank Impressions Clicks CTR Post Click ActionsPost Impressions

Action

TOTAL 15,805,090 5,220 0.03% 24 160

*Data Based on Zedo Reporting (5/6/09-6/21/09)

184 Total ActionsCTR .03%

Overall Delivery by Placement

• The 728x90 ad size delivered the most actions• Most of the actions were generated via Post Impression activity• Retargeting was most effective in generating actions with less inventory

CTR 0.03%

CTR 0.05%

*Data Based on Zedo Reporting (5/6/09-6/21/09)

Campaign Optimization

Optimization Lift

• The campaign delivered an average of 5 actions per day• 20% of the total actions were delivered after the 6/10 end date

Post Campaign

37 More Actions Post Campaign

THANK YOU.