Integrating social media into media planning

transcript

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

Strategy

Press Radio

Outdoor

Online

Affiliates

Mobile

Gaming

Social

Cinema

It’s not just an extension of the branch of online

Account Manageme

Strategy

Press Radio

Outdoor

Online

Affiliates

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

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

Changing the way we think about audiences

Unleashing the power of the social graph

The rise of social targetingP

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

Less of this

And more of this

Source: Fast Company

At least once a

At least once a week

Less often

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

Watercooler is on the move

Source: http://hedgercorp.com/

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

C4 spot 3m

MSN Homepage

Source: BARB/ComScore

Online Email

Online Gaming Shopping

SearchPortals

Travel

Finance

Home &Fashion

Education & CareersGovernment

News & Sport

Other stuff

Google Search

Facebook

Social media

Hotmail

InstantMessaging

WindowsLiveMessenger

BBCNews

Telegraph

Guardian

Measurement of time online and in view Total computer time c2.2bn hours per

Amazon

Money Saving Expert

TripAdvisor

Facebook is more than an audience

Role of the agency

Final thoughts

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

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

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

Integrating social media into media planning

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