Liz high listening - 2011

Speaker Liz High, Alterian, UK NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

A presentation from the NewMR ‘Listening is the New Asking’ Text Analy6cs Event -‐ March 8 2011

The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa6on about NewMR events visit newmr.org

The copyright for this material is jointly owned by The Future Place and the presenter.

‘The Power Of Earned Media: Using Tradi6onal And Social Media Research To Drive Adver6sing ROI’ Liz High Alterian, UK

THE POWER OF EARNED MEDIA: USING TRADITIONAL AND SOCIAL

MEDIA RESEARCH TO DRIVE ADVERTISING ROI

Presented by: Liz High Senior Director, Strategy and Insight Intrepid – An Alterian Company [email protected] www.thinkintrepid.com twitter: @thinkintrepid

@lizzhighUK



We all know social media is big. Let’s move on.


What’s relevant is how social media can drive revenue




physical world

social media

real world


Case study


1Owned media

Tools to drive sharing

2

Key question: How does earned media impact the power of advertising?

?

3 Generates Earned Media for the publishers

… Prove the commercial upside to sharing news in social media


How does news sharing happen today?

2 What are the key drivers of news sharing?

How does shared content impact on advertising recall?

How can publishers drive increased advertising revenue from their digital content?

1

5

3

What news content is being shared and by whom?

4

The critical questions


But which tool does all that …


The methodology

Semiotics: Defining the characteristics of frequently shared content to develop a new way of working

Stage 2 Stage 3

Advertising recall study in simulated sharing environment: Measuring the impact of sharing on ad recall (experimental design)

Tagging and tracking of all content on the CNNI website: Identification of which content is shared, by whom and where

Social Media listening: Conversation and sentiment surrounding the sharing process

Stage 1

Clear business case for investing in social tools to drive revenue through content sharing

*eConsultancy Innovation Awards 2010: Innovation in online marketing research


KEY INSIGHTS FROM THE SOCIAL MEDIA TOOLS 1


1

CNN unique visitors 5

New unique visitors


For every 1 story shared

2 Stories shared back

But only ½ are actually read

Online news sharers

Their online networks


ALTRUISTIC SHARING

MY NETWORK’S & INDIVIDUAL FRIENDS’ INTERESTS

TO AMUSE MY NETWORK LAUGH

WORK RELATED

STATUS BROADCASTING

HEADLINE WILL GET ATTENTION

SHOW WHAT I’M INTERESTED IN


PC or laptop Mobile phone Smartphone Tablet Another mobile device (ipod touch etc)

Another non-mobile device

(games console etc)


USING SEMIOTICS TO CREATE SHARING? 2


3 narrative types

10 themes

4 Underlying message Just 5 combinations out of 120 possibilities described 40% of shared content for CNN

1

2

3

4

5

This provided clear guidelines supporting editorial teams and advertisers to develop integrated campaigns to drive sharing volume and brand uplift


Underlying message: Cultural curiosity

Thema1c Content: Money

Narra1ve Style: Quirky

Direct entrances: 19,715 Shared entrances: 93,613 Total entrants: 113, 238

Ar1cle summary: White people in China are being hired to pose as business partners and employees by Chinese companies to give the products and services they offer ‘cachet’ in the local Chinese market

The ar6cle taps into anxie6es related to China becoming the new dominant economic power that can literally ‘buy’ the West. Chinese cultural prac6ces are represented as mysterious, inscrutable and exo6c. The ar6cle alleviates these anxie6es by providing insight into the Chinese way of thinking.

Ren6ng oneself out is represented as a way to get easy money and access to a glamorous lifestyle. ‘Anyone’ can do the same as long as they are white and look good in a suit, it’s a lucky break.

The tone of the ar6cle and newscast is light hearted , references to ‘white guy in a 6e’ etc. abound. The scenario is represented as bizarre rather than disturbing: Plucky entrepreneurs making a quick buck.

The most shared article: SEMIOTIC CLASSIFICATION: Quirky, Money, Cultural curiosity


USING TRADITIONAL RESEARCH TO COMPLETE THE PICTURE 3


Experimental group Control group

Travel & Tourism

Luxury goods

Financial services

Technology

Automotive Retail

10 articles and 12 real brand adverts across 6 categories tested in CNNI page mock ups

Asked through and online survey to a read three articles, randomly generated then complete the same advertising recall survey

People in the respondents actual social network were asked to review articles and select 3 of the 10 to share with their friend who completed the advertising recall survey after reading the recommended content

The experimental research methodology


Making sense of it all…


FACT: Shared content drives customer engagement and ROI

.. Spend

1.3 times longer on your site

than others

.. Read

1.9 pages

deeper into your site

.. Show

16% uplift in correct

recall of the brands you

feature

Experience 27%

uplift in favourability to the brands they

see with the shared content

to share a piece of your content with their

social network you could create:

1

5 new unique users

who are more

engaged and ..

If you can inspire

more unique users

Source: CNNI POWNAR Study November 2010


Started a new conversation with advertisers about the value of inventory based on sharing potential

2

1

3

Developed best practices in partnership with editorial to drive successful sharing

Developed technical solutions, tools and services to capitalise on sharing and continually develop premium inventory for the future


Q & A

Liz High Alterian

Ray Poynter The Future Place

Marketing

Liz high listening - 2011