Obama 2012 And The Future Of Media Buying

June 20, 2013

2012-01-26_1327587338This is an awfully long article to slog through, but it was from the NYT Magazine, so I guess the long form is understandable.

The callout on the article “The Obama Campaign’s Digital Masterminds Cash In” is mostly true to form – focusing on the people and personalities involved – but somewhere around page 5 (can’t believe I got that far) it grabbed my interest.

Behavioral TV Ad Buying; It’s Time to Ditch Demographics

The Obama campaign used social data to guide their media buying.  They had a list of 15 MM persuadable voters (culled from FB and other sources) and a plan to focus on putting messages in front of those 15 MM people at the lowest possible cost.

They did not do this with demographics.  They did it with behavioral data.  They crossed the “persuadable voter list” with actual viewing data sourced from set-top box data provider Rentrak who had lots and lots of individual level viewing data.  (For instance, Rentrak had 100,000 people in its Denver sample, some 20,000 of whom were on the Obama list; Nielsen had a total of 600 people in Denver.)

They crossed these two data sources using a third-party to “anonymize” the data, avoiding privacy concerns.  The output guided them to buying micro-targeted ads – think “Judge Joe Brown” in the middle of the afternoon instead of the evening news.  The Obama campaign ran twice as many cable ads on more that twice as many channels as the Romney campaign did.  Over 566k ads on more than 100 cable channels.

Remember the key driver for this optimization – observed behavior – not demographics.  They identified 15 MM persuadable voters (mostly via Facebook) and then figured out exactly which TV shows those people watched.

Implications for marketers are obvious.  The technology is available for behavioral segmentation (persuadable voters) and targeting (what shows they actually watch) right now.  All marketers will be doing this within 10 years, but who will do it now to drive competitive advantage?

@tomob

Advertisements

Do You Know the 3H Rule of Social Media??

June 6, 2013

Do you ever wonder why social media is hard for brands and marketers?  I think it is mostly because they don’t follow the 3H rule.

BE HELPFUL: Social media is not like broadcasting. SM is about relationships – and one great way to build relationships is to be helpful. Share interesting information, compliment people, try to help them solve problems.

BE HUMAN: We all have a “voice”. That voice typically does not undergo review and editing by legal and PR. It’s OK to have guidelines, but you must have your own, authentic voice. Sincere, emotional, enthusiastic. You have kids, cheer for a team, care about something deeply – show it.

BE HUMBLE: Even if you are the CEO, you aren’t in charge on social media. Make sure not to act like it. (There will be mistakes – admit & move on!)

Remember – it is about relationships – not selling stuff to people.  If you build good relationships, they might buy from you though!

@tomob


Going West . . . Socialarc

May 8, 2013

Many of you already know this – but I have left 2012-04-09_1333930530
NM Incite (in the wake of the shutdown of the underlying Buzzmetrics business) and headed West to join Socialarc – a great small firm delivering social media consulting, execution & analytics to brand marketers.

We have a great team out here with deep experience across social and digital marketing.  We are in the process of scaling the company for rapid growth across sales, marketing, product & services.

More to come soon.

TO’B

 


7 Secrets of Social Media Success

March 26, 2013

tweetThis post is a summary of the Twitter Chat hosted by @TheSocialCMO.  The guest was Wendy Clark – SVP, Integrated Marketing Communications & Capabilities at Coca-Cola, know on Twitter as @wnd(You know she’s an early adopter because she has a three letter handle!)

I’m pretty jaded about Twitter Chats because most of them are vapid.  Not this one.  I went to the TheSocialCMO Blog to read the transcript of this #MMChat and discovered some great information and insights. It is pretty hard to read b/c of all the re-tweets, so I thought it worth excerpting the questions (@TheSocialCMO and answers (@wnd).   Nice job all around.

#MMChat Transcript

Q1: What are the 7 Secrets of Social Media Success?

#1 Be Shareworthy. In a social world it’s abt an initial audience u can reach sharing ur content w/ an ultimate audience they reach

#2 Listen & Engage. Brands are listening but listening alone is not enough. We must engage in the dialog of our brands-in real time.

#3 Think big, start small, scale fast. Key to rapid innovation is testing, learning, failing, fixing – & then scaling

#4 Social’s an amplifier not a silver bullet. We’re big believers in the power of social to make everything else we’re doing better.

#5 Content is the new currency. Social network cache & success are incredibly important to teens & young adults. Create accordingly.

#6 We might be shepherds, stewards and guardians of our brands, but we no longer control them. Co-create & participate w/ your fans.

#7 Be Flawesome = awesome w/ your flaws. Consumers aren’t interested in ur corporate veneer. Brands must be real, authentic, human.

Q2: How easy or hard is it to really drive adoption of social media at a company the size of Coca-Cola?

A2: The key is supportive leadership. With our most senior leaders as believers we’ve been able to fuel change & adoption internally

A2: Another key is employee engagement. Our PR and Employee Comms teams have been masterful at training our associates

Q3: There’s been some press recently on Social not working as hard as you’d like it? Is this true? How do u determine ROI on Social? 

A3: Social works really hard as an integrated part of our Connections plans. As studies point to, Social + other media = better ROI

A3: Our core metrics for social are reach, engagement, brand love & brand value. All of which we achieve through integrated plans.

A3: Social works really hard as an integrated part of our Connections plans. As studies point to, Social + other media = better ROI

Q4: You’ve also said publicly that corporations particularly have to embrace failure. Say more about this?

A4: We must fuel a company culture that accepts and learns from failure, if not we will miss key learnings as we innovate.

A4: I feel really strongly about this. Failing to learn is the real failure that I fear, not failure itself.

A4: Our CEO Muhtar Kent says it’s ok to fail once, it’s not ok to failure twice at the same thing. Not learning is the failure.

Q5: Is there a failure Coca-Cola’s made in Social that you’d like to share?

A5: Ha! How long is this chat?

A5: Plenty. That’s how you improve.

A5: Early on we replicated successful content. Of course those versions didn’t spread far. We learned originality is critical online

A5: We also thought early on that we could plan real-time engagement — turns out real-time is, er, real-time.

Q6: How does Coca-Cola feel about user generated content?

A6: I’d say 80%+ of the content & conversation online around our brands is not from us, so UGC is a big part of our engagement

A6: That said, I don’t think brands should completely delegate their proxy to consumers. The best UGC is co-created.

A6: Brands and consumers participating and co-creating together can be a 1+1=3 scenario.

Q7: Can you talk more about the innovation model Coke’s using in terms of 70/20/10?

A7: 70/20/10 is a now/new/next model to ensure we’re innovating in our marketing investment.

A7: 70/20/10 = 70% on what we know works now; 20% on things that are new to our plans; 10% on complete unknowns (next)

Q8: 61MM+ Facebook likes makes Coke FB’s largest brand fan page, how did you grow to that size?

A8: We’re humbled by the size & growth of our FB page. We don’t take it 4 granted & try to fuel a Community that’s of & for our fans

A8: #CocaCola is among the most well-known & ubiquitous brands in the world, our growth on FB has been largely organic.

A8: #CocaCola’s FB fan page typically grows by about 1MM Likes every 10-15 days.

A8: BUT! When we activate poorly or don’t put our Fans First in our FB Community our disconnects can go up by 4x. #BeShareworthy

Q9: How do you think about aggregating Social as a company operating in over 200 countries?

A9: At #CocaCola Social is executed locally. We use internal publishing tools to aggregate, clear & share good content across mrkts

A9: The currency of conversation on social networks manifests locally. It might spread globally, but social is inherently local.

Q10: Are there brands you envy in the Social space? Who do you benchmark?

A10: We envy many – we try to constantly innovate & improve in the space – b/c standing still & the status quo is unacceptable to us

A10: We had Troy Carter (@ladygaga’s manager) at our global marketing mtg. There’s much to learn from the way celebrities use Social

I have been working in and around social media since 2003 (before Twitter . . .) and this is some of the best advice I have seen.

@tomob


Social Media for New Product Innovation

July 13, 2012

Great new blog post over at NM Incite by my friend Gadi Benmark pointing out three ways effectively use SM research in your innovation process:

  1. Pull back the lens to the category level
  2. Identify the naturally occurring (consumer) segments in the category
  3. Analysis for unmet needs to identify opportunity space

Of course there is much more that goes in to innovation that this, but SM is a fast, economical way to get the organic, unvarnished voice of the customer into your process.

3 Steps to get Social Media into the New Product Development Mix

@TomOB

 


On the move – NM Incite

July 5, 2011

I am pleased to announce that I have recently joined the leadership team of NM Incite – the Nielsen McKinsey joint venture.  I will be leading the North America Client Services team – responsible for sales and client service.

NM Incite provides leading marketers and enterprises with “social media intelligence” that enables them to develop a sustainable competitive advantage through high quality insights, metrics and advice. Our world-class analysts and social media consultants leverage Nielsen’s unique technology platform and global footprint to interpret social media trends and insights. Our strategic thought leadership and problem solving approach brings out the capabilities of our clients to fully participate in the process, confidently transform their organizations and make a measurable business impact.

 NM Incite provides the opportunity to expand my work beyond simply using SM for research (powerful though that is) to helping our clients transform their businesses for lasting competitive advantage.  We have a unique set of assets to enable this transformation ranging from brand monitoring and social CRM through SM Research (and hybrid research combining SM research with other streams of data from Nielsen) and finally the capabilities of the NM Incite/McKinsey team to enable business transformation.

My thanks to everyone I have worked with over the last 4 years (8 years, really) working in this business – I’m sure out paths will cross again soon. 

(Yes, the title let me use the only good picture of me windsurfing!)

Tom O’Brien
@tomob


Social Media ROI: Advocacy for BMW

April 11, 2011

This is the real “one number you need to grow”.  I’m sure most of you are familiar with Net Promoter Score.  This is the MotiveQuest version of NPS; observed, organic, real.

We measure advocacy, which is the number of people recommending a brand above any others, and have seen strong relationships between the metric and sales in a number of categories including automotive, cellular, CPG, pharma and others.  The underlying concept is similar to NPS – namely that if people are recommending your brand to others, that you will be better off than if they are NOT recommending your brand.

Here is where it is different from NPS.  We are observing naturally occurring recommendations.  There is no suggestion, no survey, no artifice.  People are either recommending your brand to others or they aren’t.  We have tested this extensively (working with a team at Northwestern’s Kellogg School) to validate the correlations between change in advocacy and change in sales or market share.

Example below from the luxury car category showing the correlation between changes in advocacy and changes in share for BMW.

While the scales are different we can see the positive correlation in advocacy and luxury market share for BMW. Looking at the scatter plot and doing the regression confirms the relationship and it’s statistical significance with a p-value of 5% (we’re 95% confident that there is a positive correlation between advocacy and luxury market share). 

Given the complexity of the automotive category and the economic conditions in this time frame it’s amazing that a single factor model can so nicely line up.  With an understanding of incentives to dealers/buyers, advertising spend and supply issues I’m certain the model could be improved but at the end of the day we’re validating that social media does matter. 

Social media clearly has an impact on sales in this category and others.  Many times the relationship will not be this clear or the category may be so complex that a single variable model cannot tease out the results or there could be errors in the metric (source spam/problems, bad language model, etc…)  but if you believe in the 3 tenets, it’s not surprising and quite intuitive that there should be a link between a social media metric and sales.

Of course, to change advocacy you need to know what drives it – but we do that part too!  We have an underlying analytic model to understand in detail what drives advocacy for any category, brand or competitive set.

@tomob