THE DEMAND ECONOMY WITH REAL-TIME CONSUMER DATA

ADAPTING TO

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TRENDS, LIKE HORSES, ARE EASIER TO RIDE IN THE DIRECTION THEY ARE GOING. - John Naisbitt

IS YOUR MARKETING IN SYNC? In today’s demand economy consumers watch your brand’s commercials on fast forward, visit your websites when they want, and “Like” your Facebook Fan pages to learn about promotions. This multi-channel media consumption not only happens on multiple screens, but in the span of a few minutes! Activating cohesive marketing campaigns can be the difference between conversion or clicking the back button. Real-time data provided from conversations in social media offers a window into marketing performance from the unvarnished voice of your consumer.

 

93% OF U.S. ADULT INTERNET USERS

THE WORLD IS BECOMING MORE & MORE SOCIAL Across the world people are spending more time with social media than any other online activity. In response to this trend brands have developed presence on numerous social websites. Being accessible to advocates is important and provides a direct communication channel. Increasingly, the ability to monitor conversations about your brand, competitors and category is proving invaluable in understanding the behavior of the modern digital consumer.

AVG HOURS/ WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE

SHOPPING BROWSING GAMING MULTIMEDIA

SOCIAL NEWS EMIAIL

1.8

2.3 2.9

3.7

4.6

2.7

4.4

164 MILLION U.S.

INTERNET USERS

152 MILLION U.S.

FACEBOOK USERS

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ARE ON FACEBOOK

51%

39% 38%

26%

35%

FRIENDS PEOPLE LIKE YOU EXPERTS ONLINE FRIENDS RETAILERS INFLUENTIAL BLOGGERS

55% 55%

SOCIAL MEDIA CONVERSATIONS ACTIVELY INFLUENCE PURCHASES Consumers are doing more research, visiting product review websites and subject-matter expert’s blogs to inform purchase decisions. Additionally, consumers are telling you more about themselves than ever before on blogs, forums, social networking sites – both owned and earned. Social media provides the opportunity to influence perception through outbound marketing tactics as well as uncover consumer trends and insights from inbound monitoring and data analysis. The information loop established in offline research techniques is developing online and provides marketers access to real-time consumer feedback

U.S. INTERNET USERS SPEND 3X MORE MINUTES ON BLOGS & SOCIAL NETWORKS THAN ON EMAIL

AVG HOURS/ WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDIWODE

SOCIAL NETWORKS/

BLOGS

ONLINE GAMES

EMAIL

PORTALS

VIDEO/ MOVIES

24%

10%

8%

4%

4%

ON SOCIAL MEDIA I’M MOST INFLUENCED BY…

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REAL-TIME DATA ALLOWS MARKETING TO SYNC WITH CONSUMERS Social media data enables a new breed of agile marketing techniques informed by real-time consumer insights, minimizing the need for marketers to rely on antiquated measurement and reporting practices. Previous methods of understanding consumer behavior weren’t designed to keep pace with a consumer who makes decisions at the speed of “click”. By the time survey data or focus group information is distilled and delivered to an activation team, your consumer has already changed. Digital marketing now requires real-time methods to track consumer behavior, uncover patterns, and discover insights that are actionable this week!

SOCIAL MEDIA PROVIDES THE OPPORTUNITY TO WALK WITH CONSUMERS

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DEMAND ECONOMY REQUIRES MARKETING TO SYNC WITH CONSUMERS Good news! More data clarifies, it doesn’t complicate. Information need not be an either or proposition. The opportunity for brands is to determine the right blend of consumer data and research techniques that are most effective to fuel performance in the demand economy. Real-time data is complimentary to all ongoing efforts to develop market, consumer, and audience intelligence. The question for marketers now: are the insights you’re collecting opportune or has your consumer changed their mind?

HOW DO YOU CURRENTLY GATHER CONSUMER DATA?

MARKET SIZING/ COMPETITIVE ASSESSMENT

TODAY’S ANALYSIS

SOURCE TYPICAL SAMPLE SIZE

TIME/COST

SEGMENTATION

BRAND & CELEBRITY

TV/MEDIA

FOCUS GROUPS/ SURVEYS/PANELS

E OR Q SCORES/ PRIVATE

COMMUNITIES

NIELSEN

McKINSEY/ BOOZ/BCG

5-500

500

35,000

5-500

MONTHS/ $500 -1MM+

DAYS/$20K

SUBSCRIPTION/ $500 K+

MONTHS/$1MM+

HOW FAST CAN YOU ACT ON THIS DATA? CAN YOU ACT ON TRENDS FROM THIS DATA? ARE YOU UNCOVERING TIMELY INSIGHTS THAT ARE ACTIONABLE?

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PRESENT CONDITIONS THROTTLE

BRANDS

TV/MEDIA

MUSIC

CELEBRITIES

TOPICS

GAMES

MOVIES

DECISION DECISION DECISION

DATA SOURCES* FOCUS GROUPS SURVEYS, PANELS E/Q SCORES PRIVATE COMMUNITIES NIELSEN McKINSEY/BOOZ/BCG

MARKETING USED TO BE SIMPLE When the media world was less fragmented and before your consumer had a megaphone that could influence millions, marketing was simple. The consumer data collected could be synthesized and applied by brands at a rate that reflected the pace of marketing optimization. Before the demand economy, brands could afford to evolve at their pace. Today, the consumer will be attracted to the brands that understand them and their changing wants, needs, and desires.

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

MARKETING AGILITY

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IS THERE ROOM TO IMPROVE? MARKETERS SAY YES! HOW LONG CAN WE

IGNORE TODAY’S CHALLENGES Many of the strategies, tactics, and processes employed to execute marketing programs today are 20, 30, or 50 years old. Sure, many principles and techniques are everlasting, but we must admit that much of what we do wasn’t designed for the internet or consumers who could influence the opinions of thousands. Marketing measurements and decision processes are ready for improvement. A real-time data layer from all digital sources – paid, owned, and earned media – can make the difference between feast or famine in the demand economy.

“THINKING OF THE SYSTEMS AND METRICS USED TO MEASURE MARKETING EFFECTIVENESS AND ROI, HOW MUCH DO YOU AGREE WITH FOLLLOWING?”

0% 20% 40% 60% 80% 100%

65%

70%

59% COMPARING MARTKETING EFFECTIVENESS ACROSS

MEDIA (TV, INTERNET, PRINT, ETC.) IS A

CHALLENGE FOR MY COMPANY

I WISH IT WERE EASIER TO COMPARE TV RATINGS

WITH ONLINE DATA

internet USAGE MEASUREMENT

IS MORE USEFUL THEN TELEVISION VIEWING

MEASUREMENT

AGREE

AGREE

AGREE

COMPLETELY DISAGREE

SOMEWHAT DISAGREE

NEUTRAL SOMEWHAT AGREE

COMPLETELY AGREE

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BRANDS ARE LETTING OPPORTUNITY SLIP THROUGH THE CRACKS

CAPITALIZING ON CONSUMER TRENDS Consumers are currently going through an evolutionary leap similar to the one brought on by the wide adoption of the internet. Today, mobile and social technologies are accelerating the rate of change at a pace never before experienced. Marketers are left with the choice to embrace change or not. New capabilities offer new opportunities for brands to delight consumers. The winning brands in the demand economy will be those who are as agile as their consumers.

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REAL-TIME CONSUMER DATA IS EVERYWHERE

READY, SET, PIVOT There was a time when consumers weren’t communicating publicly across the internet and marketers employed a myriad of research techniques to gather intelligence and uncover insights. Many hours were spent gathering and synthesizing this data to make marketing more effective. Today, marketers have a new reality: data everywhere. The task has thus shifted from uncovering information to applying information. Real-time data now allows marketers the ability to query consumers at every decision point.

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KNOWING WHAT IS IMPORTANT

STOP GUESSING ABOUT WHAT YOUR TARGET CONSUMER LIKES When a brand works to stay in sync through real-time data, knowing consumer preference begins to make marketing decisions easier. Allowing your target audience to tell you the topics that interest them improves marketing strategy, advertising, media planning, media buying, celebrity endorsement, sponsorship and product placement.

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JUSTIN BIEBER

LADY GAGA

JENNIFER LOPEZ

KIM KARDASHIAN

POLAROID

VIRGIN MOBILE

WEDDING

SISTERS

MAGAZINES

SMURFS

ALBUM

AMERICAN IDOL

DIVORCE

COMEBACK

FRAGRANCE

KATY PERRY

CLOTHING

MADONNA

KANYE CHARLIE SHEEN

HEIDI KLUM

BONO

MINIMIZING RISK WITH MARKETING INVESTMENTS Knowing the themes within a topic is helpful, but knowing the conversation focus is powerful. Having accurate information about how your consumer is talking about a topic can make all the difference in a successful product launch. This isn’t merely social intelligence across the entire web, this is insight into a specific audience segment and what’s important to them.

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CASE STUDIES

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AUDIENCE SYNC TO MAXIMIZE REACH

SITUATION FIND AUDIENCE AND EXTEND BRAND DEEPER INTO THEIR AWARENESS SOLUTION TARGET SPORTS ENTHUSIASTS (PREMIUM AUDIENCE) RECOMMENDATIONS ADVERTISE TO A HYPER SEGMENT OF SPORT ENTHUSIASTS WHO SAID THROUGH SOCIAL MEDIA THAT THEY WATCHED A TV PROGRAM AFTER THE LIVE BROADCAST RESULTS REACHED A NEW PREMIUM AUDIENCE AT DISCOUNT, INCREASING REACH AND BRAND AWARENESS

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AUDIENCE SYNC TO MAXIMIZE A NEW LAUNCH

SITUATION LOCKED OUT OF BROADCAST ADVERTISING NEEDED TO FIND VIEWERS (CUSTOMERS) INTERESTED IN SIMILAR TYPES OF TV SHOW GENRES (PRODUCT) SOLUTION DISCOVER THE PREFERENCE CHARACTERISTICS CONCEALED IN COVERSATIONS RECOMMENDATIONS FUEL SOCIAL MEDIA ACTIVITY AROUND POPULAR THEMES & STRATEGICALLY INTRODUCE CONTENT TO ACCELERATE CONVERSATION MOMENTUM LEADING TO PREMIERE RESULTS NEW LAUNCH WAS A HUGE SUCCESS, AUDIENCE CULTIVATED IN SOCIAL MEDIA TRANSFERRED TO TV, SHOW RENEWED FOR ANOTHER SEASON, INCREASED AUDIENCE BY 20%

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AUDIENCE SYNC TO OUTSMART THE COMPETITION

SITUATION SOMETIMES COMPETITORS BEAT YOU TO THE PUNCH AND BUY AN EXCLUSIVE ADVERTISING OPPORTUNITY SOLUTION IDENTIFY THE SAME AUDIENCE ONLINE AND DISCERN THE RIGHT CONTENT TO ATTRACT COMPARABLE MEDIA SPEND RESULTS SAME RESULT, DIFFERENT COST - MADE $2 MILLION DOLLARS PERFORM LIKE A $10 MILLION DOLLARS AD BUDGET

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WHY NETWORKED INSIGHTS?

WE MAKE MARKETING DECISIONS EASY The demand economy has put an increased burden on brands to align with their consumers across the media spectrum. Networked Insights provides the ability for marketers to adapt to the shifting behavior and sentiment of digital consumers. Real-time data informing every day decisions in order to maximize marketing performance. EXPERIENCE For more than five years, Networked Insights has been analyzing social data for leading brands and agencies. We combine technology prowess, analytical expertise, and proficiency in uncovering consumer insights in every business problem we tackle.

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DOWNLOAD GUIDES 1. ANATOMY OF SOCIAL ANALYTICS 2. SEMANTIC VS SENTIMENT ANALYSIS REPORT 3. HOW TO SPENT THE MINIMAL EFFECTIVE AMOUNT DOWNLOAD REPORTS 1. TRUE BLOOD SOCIAL INTELLIGENCE REPORT 2. LADY GAGA SOCIAL INTELLIGENCE REPORT 3. SOCIAL LIFT REPORT 4. MARCH MADNESS REPORT

LEARN HOW NETWORKED INSIGHTS MAKES MARKETING DECISIONS EASIER

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