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Walking Dead Webinar

Date post:15-May-2015
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Description:
A Networked Insights webinar, originally delivered on 1/19/11, that demonstrates the power of social data to create media buying efficiencies of 10% or more. Geared for agency media planners and buyers and brand marketers. Uses examples from AMC's hit show "The Walking Dead," showing how to leverage highly engaged shows to optimize media spend and maximize synergies between paid, owned, and earned assets.
Transcript:
  • 1. The Walking Dead: Media Buying Guide for Brands
    A Networked Insights Measure the Social Report, January 2011

2. Your Host Today
Jonathan Zarov
Director of Marketing
Networked Insights
3. Media Buying Guide for Brands
Efficiency from the new way of measuring informs:
Optimization of Current Buy
Identification of shows before they go mainstream
Audience Segmentation
Maximization of Paid, Owned, and Earned Media
Networked Insights
4. Worlds largest focus group, unbiased and unaided
2 billion interactions per month
450 million people cant be wrong
Networked Insights
5. Traditional Metrics
You cant get an edge when everyone is using the same data.
Planning and buying TV has traditionally been based upon audience assumptions and gut instincts fueled by Nielsen data.
Target Rating Points (TRPs) indicate viewers within a target, but are not
reflective of engaged audiences.
Networked Insights
6. The Competitive Advantage
The Complementary Value
A New Type of Buyer
The future buyer is armed with social data
Purchases shows based upon engagement and defined targetsat reasonable cost.
Social data gives you a competitive advantage
TV spend gains efficiency when you get more reach for less money
Networked Insights
7. Measuring the Audience
The Complementary Value
The Baseline
SocialSense:

  • Measures engagement

8. Understands fan conversation 9. PredictiveNielsen:

  • Measures eyeballs

10. Industry standard 11. Tied to show scheduleNetworked Insights
12. Frequency Examples
Highly Engaged Audience
Poorly Engaged Audience
Networked Insights
13. Distribution of Reach Examples
Great Sustainability and Growth
No Sustainability and Poor Growth
Networked Insights
14. Most Engaged Players
As new characters develop, we see them coming up more frequently in online conversation
Whats Being Discussed
Wait... Norman Reedus[Merle Dixon] is on theWalkingDead, and he has a crossbow? Definitely my new favorite show. Ign.com
Networked Insights
* Percentages represent share of total Walking Dead audience engagement. Data was collected from conversations posted 11/9 to 11/15/10
15. Emotional Connections
Fans of the show enjoy the goriness of the series.
TheWalkingDead,I'm really liking this show, and I love that they're not shying away from thegore either. Insidehoops.com
I for one welcome the backlash of the pussification of the vampire genre. Not sure why its being correlated to TheWalkingDeadbeing sogorybut fuck it, I'm on board. Neogaf.com
Whats Being Discussed
* Percent represents share of conversation from posts collected 11/9 to 11/15/10
Networked Insights
16. Audience Segmentation
The Baseline
The Complementary Value
Leverage consumer conversation to define segments based upon their values, beliefs, practices, interactions, and conversations.
When buying TV, you can reach Adults, 1849.
Networked Insights
17. Audience Segmentation
Hyper-segmentation
Analysis of consumer conversation aroundThe Walking Deadshowed that auto enthusiasts were finishing their Sunday evenings with The Walking Dead.
Whats Being Discussed
Can't waitLove Sunday night lineup. Football, Boardwalk Empire then The Walking Dead. Mustangworld.com
Networked Insights
18. Automotive Enthusiasts Walking Dead
Top Automotive-related sites where AMCs Walking Dead was discussed from 11/1 through 12/1/10
Share of Voice
Rank
Site(UV, PV)*
19.8%
#1
Fjcruiserforums.com (24k, 930k)
Media Plan
9.9%
#2
Newcelica.org (7K, 150k)
7.4%
#3
Honda-tech.com (180K, 3.8M)
6.2%
#4
Vwvortex.com (140K, 11M)
4.9%
#5
S10forum.com (30K, 700k)
3.7%
#6
Challengertalk.com (17K, 1.2M)
3.7%
#7
Dfwstangs.net (15K, 2M)
3.7%
#8
Nasioc.com (93k, 6.2M)
2.5%
#9
I-club.com (7K, 150k)
2.5%
#10
Clubcivic.com (20K, 180k)
Top 5 sites represent 48.1% of total engagement
* UV = unique visitors,PV = page views
Networked Insights
19. Optimization of Current Buy
The Baseline
The Complementary Value
Leverage consumer conversation to effectively distribute spend based on which shows are the most engaged in your target audience.
Premiums are paid to access an audience of a known size with an unknown level of engagement.
Networked Insights
20. Optimization of Current Buy Q4
Shift spend from low-engagement shows to high-engagement shows.
Buy more of:
Shifting these 18.6 TRPs resulted in a 36.7%increase in media efficiency.
How I Met Your Mother
Outsourced
Simpsons
Supernatural
$217,090
$209,100
$202,215
$99,110
SAMPLE
Total Savings
Total Spend:$727,515Total TRPs:26.9
$ 224,474
Buy less of:
Dancing with the Stars
Private Practice
Criminal Minds
Life Unexpected
$253,300
$232,220
$189,890
$118,660
A 36.7%increase in media efficiency across the entire Q4 spend saved $3,234,763
Total Spend:$794,070 Total TRPs: 18.6
Networked Insights
21. Paid, Owned, and Earned
The Baseline
The Complementary
Social data provides the new competitive advantage.
Optimizes your sequencing of paid, owned, and earned assets.
Paid, owned, and earned operate out of separate silos.
Informs paid opportunities, but doesnt coordinate with earned and owned.
Networked Insights
22. Riding Social Lift
Social lift occurs when a brand receives a boost in conversation due to its relationship with another show, celebrity, or object.
Networked Insights
23. Its All in the Timing
Has anyone seen this? I was watching the premier of The Walking Deadlast night and acommercial came on with a Corolla S that was driving through zombies. It was amazing! I got so excited I almost did a backflip out of my bed.Toyotanation.com
Whats Being Discussed
Networked Insights
24. The Value of Social Efficiency
As a result of the smart brand integration, Toyota experienced a lift of 10.6%.
We estimated that Toyota spent $100 milon this paid campaign.
Thus the lift earned Toyota an extra $10.6 mil in earned social efficiency.
Networked Insights
25. Get the Edge in Your TV Buys
Four ways to get efficiency from social analytics:
Identify new segments and hidden connections between existing segments
Buy media on shows beforethey become hits
Optimize your current spend
Get 10% or more in social efficiency on your buys
Networked Insights
26. Thank You!
Jonathan Zarov
608.333.0340
Jonathan.zarov@networkedinsights.com

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