real-time consumer data

ADAPTING TO
THE DEMAND ECONOMY WITH
REAL-TIME CONSUMER DATA
IS YOUR MARKETING
IN SYNC?
TRENDS, LIKE HORSES, ARE EASIER TO
RIDE IN THE DIRECTION THEY ARE GOING.
- John Naisbitt
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.
Property of Networked Insights
93% OF U.S. ADULT INTERNET USERS
ARE ON FACEBOOK
152 MILLION
U.S.
FACEBOOK
USERS
164 MILLION
U.S.
INTERNET
USERS
4.6
AVG HOURS/ WEEK
SPENT ON THIS
ONLINE ACTIVITY,
WORLDWIDE
4.4
3.7
2.3
2.9
2.7
1.8
SHOPPING
BROWSING
GAMING
MULTIMEDIA
SOCIAL
Property of Networked Insights
NEWS
EMIAIL
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.
U.S. INTERNET USERS SPEND 3X MORE
MINUTES ON BLOGS & SOCIAL NETWORKS
THAN ON EMAIL
VIDEO/
MOVIES
4%
PORTALS
4%
EMAIL
8%
ONLINE
GAMES
10%
SOCIAL
NETWORKS/
BLOGS
24%
55%
55%
SOCIAL MEDIA
CONVERSATIONS
ACTIVELY INFLUENCE
PURCHASES
ON SOCIAL MEDIA
I’M MOST INFLUENCED BY…
51%
39%
38%
35%
26%
FRIENDS
PEOPLE LIKE YOU EXPERTS
ONLINE FRIENDS RETAILERS
INFLUENTIAL BLOGGERS
AVG HOURS/ WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDIWODE
Property of Networked Insights
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
REAL-TIME DATA
ALLOWS MARKETING
TO SYNC WITH
CONSUMERS
SOCIAL MEDIA
PROVIDES THE
OPPORTUNITY TO
WALK WITH
CONSUMERS
Property of Networked Insights
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!
HOW DO YOU CURRENTLY GATHER
CONSUMER DATA?
TODAY’S
ANALYSIS
SOURCE
TYPICAL
SAMPLE SIZE
SEGMENTATION
FOCUS GROUPS/
SURVEYS/PANELS
5-500
BRAND &
CELEBRITY
E OR Q SCORES/
PRIVATE
COMMUNITIES
500
TV/MEDIA
NIELSEN
35,000
SUBSCRIPTION/
$500 K+
MARKET SIZING/
COMPETITIVE
ASSESSMENT
McKINSEY/
BOOZ/BCG
5-500
MONTHS/$1MM+
TIME/COST
MONTHS/
$500 -1MM+
DAYS/$20K
HOW FAST CAN YOU ACT ON THIS DATA?
CAN YOU ACT ON TRENDS FROM THIS DATA?
ARE YOU UNCOVERING TIMELY INSIGHTS THAT ARE ACTIONABLE?
Property of Networked Insights
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?
PRESENT CONDITIONS THROTTLE
MARKETING AGILITY
BRANDS
MARKETING USED
TO BE SIMPLE
TV/MEDIA
MUSIC
CELEBRITIES
TOPICS
GAMES
MOVIES
JAN
FEB
MAR
APR
MAY
DECISION
DATA SOURCES*
FOCUS GROUPS SURVEYS, PANELS
E/Q SCORES
PRIVATE COMMUNITIES
NIELSEN
McKINSEY/BOOZ/BCG
Property of Networked Insights
JUN
JUL
AUG
DECISION
SEP
OCT
NOV
DEC
DECISION
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.
IS THERE ROOM TO IMPROVE?
MARKETERS SAY YES!
“THINKING OF THE SYSTEMS AND METRICS USED TO MEASURE MARKETING
EFFECTIVENESS AND ROI, HOW MUCH DO YOU AGREE WITH FOLLLOWING?”
COMPARING MARTKETING
EFFECTIVENESS ACROSS
MEDIA (TV, INTERNET,
PRINT, ETC.) IS A
CHALLENGE FOR MY
COMPANY
59% AGREE
I WISH IT WERE EASIER
TO COMPARE TV RATINGS
WITH ONLINE DATA
70% AGREE
internet USAGE
MEASUREMENT
IS MORE USEFUL THEN
TELEVISION VIEWING
MEASUREMENT
65% AGREE
0%
COMPLETELY
DISAGREE
SOMEWHAT
DISAGREE
Property of Networked Insights
20%
NEUTRAL
40%
60%
SOMEWHAT
AGREE
80%
100%
COMPLETELY
AGREE
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.
CAPITALIZING ON
CONSUMER TRENDS
BRANDS ARE LETTING
OPPORTUNITY SLIP
THROUGH THE CRACKS
Property of Networked Insights
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.
READY, SET, PIVOT
REAL-TIME CONSUMER
DATA IS EVERYWHERE
Property of Networked Insights
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.
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.
Property of Networked Insights
SMURFS
FRAGRANCE
ALBUM
KATY PERRY
MADONNA
COMEBACK
BONO
WEDDING
DIVORCE
JENNIFER LOPEZ
SISTERS
AMERICAN
IDOL
KIM KARDASHIAN
KANYE
MAGAZINES
CHARLIE
SHEEN
LADY GAGA
HEIDI KLUM
JUSTIN BIEBER
Property of Networked Insights
VIRGIN MOBILE
POLAROID
CLOTHING
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.
CASE STUDIES
Property of Networked Insights
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
Property of Networked Insights
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%
Property of Networked Insights
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
Property of Networked Insights
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.
Property of Networked Insights
LEARN HOW NETWORKED INSIGHTS MAKES
MARKETING DECISIONS EASIER
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
INTERESTED IN LOOKING AT A SAMPLE BRAND REPORT?
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