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#BDMF12Moneyball and Creative Engagement...
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@Beyond, @RogerWarner, @NilsMU
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
Favourite quote: “Show me a dressing room with laughter and talent and I’ll show you a winning team” (Brian Clough)
Favourite quote: “data beats opinion” (Nils)
WE Are...
Roger WarnerDirector Acquisition & Engagement
Nils Mork-UlnesAnalytics Overlord
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Mumbai
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client list @Beyond, @RogerWarner, @NilsMU
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we create digital experiences people want to share.
...We do this Differently.
Moneyballfor social Brands
now
BUILD IT AND THEY PROBABLY WON’T COME
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Go
Care?Do they Can People Give a SH*T
Problem statement:
Paul AdamsGlobal Head of Brand DesignFacebook
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Note to self: 9.30 to 11.40...
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WHERE DO YOU START?
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HOW DO YOU SCALE?
HOW DO YOU REDUCE RISK?
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THINK MONEYBALLData Beats Opinion... And Black Rollnecks and ‘Difficult’ Specs.
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0
50
100
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2007 2008 2009 2010
Region 1 Region 2
“An Imperfect Understanding of Where Runs Come From...”
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MarketNeeds
Brand Communications
versus
Start Here: @Beyond, @RogerWarner, @NilsMU
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0
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2007 2008 2009 2010
Region 1 Region 2
Bran
d abi
lity t
o inf
luen
ce
Start with A Quadrant:
How does a brand achieve alignment between their communications output and their markets’ needs - so that they can maximize the impact of their digital and social engagement with consumers...?
consumer propensity to Care
[share of voice]
[share of mind]
[High Engagement]
[Low Engagement]
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UM, WHICH GRAPH DO I NEED?Open, Social, Knowledge, Interest...???
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Social graph Interest graph@Beyond, @RogerWarner, @NilsMU
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shareWhy people
?
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other people’s opinions more important than ads
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high sharers are 3x more likely to recommend a product
OPEN TO CHANGE BRANDS
MORE LIKELYTO PURCHASERESEARCHED
PRODUCTS
RESEARCH LOW
INVOLVEMENT PRODUCTS
YOUNGER
RECOMMEND PRODUCTS
BRAND LOYAL
OWN MULTIPLE INTERNET DEVICES
HIGHSHARERS more likely to...
LOW80% OF ONLINE CONSUMERS
SHARERS
OLDER
RESEARCH HIGH
INVOLVEMENT PRODUCTS
CARE MORE ABOUT QUALITY
THAN BRAND IMAGE
20% OF ONLINE CONSUMERS
vsvs
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consumers research & share experiences during whole purchasing journey
CUSTOMER JOURNEY
BRAND PENETRATION
AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACY
Visibility Evaluationattributes Choice Experience Recommendation
& loyalty
MEASUREMENT
BRAND STRATEGY/ messages
Pre-purchase
How is your brand positioning penetrating
the market?
What does consumer perception of your brand
look like?
What are the barriers and triggers for action?
What are the consumer likes and dislikes and
what words do they use?
What are the consumer likes and dislikes and
what words do they use?
Relative volume of each of the positioning
statements and pillars- - - - - - - - - - - - - - - - - -Share of voice against
competition
Attributes and topics within positioning and
pillars are most frequently discussed
- - - - - - - - - - - - - - - - - -Level of agreement with
positioning- - - - - - - - - - - - - - - - - -
Sentiment towards attributes
Frequency of statements of intent
- - - - - - - - - - - - - - - - - -Frequency of inhibitors
mentioned
Top likes and dislikes- - - - - - - - - - - - - - - - - -Frequency of emotive
words used- - - - - - - - - - - - - - - - - -
Verbatims
Frequency of recommendations
- - - - - - - - - - - - - - - - - -Share of voice against
competition
Post-purchase
insight & Strategy
visibility in search
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Digital marketers
so what are the implications for
?
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Friending brands
% of facebook users
60%
53%
36%
0 20 40 60 80 100
53% of people have used Facebook to interact with a brand
36% of people liked or shared a brand page on Facebook in the last 30 days
60% would be willing to share a product or service if given a discount/deal
➡
➡
➡
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Fans exposed to brand content on Facebook buy moreStarbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:
• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference
• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.
Source: ComScore/Facebook research cited in AdAge - June 12, 2012
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LOW vs high involvement products
Research/Time intensive; specialised knowledge
Impulse buys; social
vsHIGH
LESS FREQUENTLY PURCHASED
MORE COMPLEX
EXPENSIVE IN NATURE
REQUIRING MORE TIME AND EFFORT IN THE RESEARCH PHASE
LOWBOUGHT MORE FREQUENTLY
LESS COSTLY
USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT
AND EFFORT
vs
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1000
1000.5
1001
1001.5
1002
Baby Products
Music
Cookware
Beauty P
roducts
Automotives
Electro
nics
Fashion
Restauran
tsTools
Travel
Kitchen Applian
ces
Personal F
inance
Facebook Influence
Facebook’s Influence on purchases“To what extent did Facebook influence your view on the product you were shopping for?”
facebook - what is it
• some products lend themselves better - table: best and worst
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actions taken after online interaction
31%
uk43%usa uk20%
usa20%
3%
uk4%usa
uk9%usa9%OPEN
usa26%
PROMPTED TO PURCHASE
PROMPTED TO RECOMMEND
CHANGED IMPRESSION
ENCOURAGEDTO VISIT
uk3%3%
ENCOURAGEDTO CONTACT
usa
6%
usa8%uk
INCREASEDAWARENESS
15% uk
TAKE NO ACTION
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sharingOF
THE
Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?
These are all important questions, and using data as a guide, the answers become within reach.
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facebook sharingfacebook sharing
less than3 months
3-6months
6-12months
1-2years
2+years
Age of Facebook accountAge of Facebook account
rate of activity on facebookrate of activity on facebook
usageusage
sharingsharing
frequencyof logins
Data is based on per-user activity, not aggregate volumes
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Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it.
frictionless sharing (Automatic sharing)frictionless sharing (Automatic sharing)
listened to a song that was automatically shared
(spotify, etc)allowed an application
to post automatically to their pro!le
read an automatically shared article (online
reader)
of people have done at least one of the following things:
67%67%
61 %61 % of people are annoyed by applications
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FUTURE SHARING ACTIVITIESFUTURE SHARING ACTIVITIES
O!ine social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones.
43%43% 30%30% 28%28% 27%27%
PERSONAL MILESTONES
TICKET PURCHASES
TRAVEL PLANS CHARITABLE DONATIONS
WHAT WILL PEOPLE SHARE IN THE FUTURE?WHAT WILL PEOPLE SHARE IN THE FUTURE?
The percentages above re!ect the proportion of people who indicated their preference to share these activities.
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WE ARE HIRING IN LEWES!Get in touch at @Beyond / @RogerWarner
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QUESTIONS/INSULTS...Be nice....
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THANK YOUtimefor your
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