Buzz metrics

and beyond…
Monday 16th November 2009

Prepared by:
Mark Higginson
Director of Analytics

Confidential © 2009 The Nielsen Company

What we are going to talk about today…

• A Social Landscape

• Monitoring of Social Media

• Listening: an art or a science?

• Social networking as an analysis tool

• Setting metrics for success

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Social Media landscape
As of October 09, Australia’s Active online media audience is
13.7 million people…

Nielsen Netview, Oct 2009

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Social Media landscape
Those engaging in the core Social Media experience
stands at 9.9 million people…

Nielsen Netview, Oct 2009

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Time spent engaging with Social Media…
Unique Time
Brand Audience Per Person
[000] (hh:mm:ss)

Online Universe 13,728 27:28:11

Facebook.com 8,131 7:55:44

Blogger.com 3,123 0:16:25

Myspace.com 2,304 0:39:05

WordPress.com 1,230 0:06:48

Twitter.com 1,197 0:17:37

Nielsen Netview, Oct 2009

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Time spent engaging with Social Media…

Nielsen Netview, Oct 2009

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Time spent engaging with Social Media…

Nielsen Netview, Oct 2009

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Monitoring
of Social Media

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Movie Reviews
• How has the online editorial review landscape changed?

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Movie Reviews
• How has the online editorial review landscape changed?

average 33%
year on year decline

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The consumer as Reviewer – first wave

• New sites emerging that

are taking technologies
such as Twitter and
repurposing the content
to a particular audience:
eg
skinnipopcorn.com :
real time movie reviews
by Twitter users

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Trailers
• Trailers are very much part of the marketing mechanism….

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The consumer as reviewer
• Consumer Word of Mouth – 2 films – high buzz…

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The consumer as reviewer
• Consumer Word of Mouth – 2 films – high buzz…

Organic vs Reactive

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The consumer as reviewer
• First have a look at the sentiment before opening…

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The consumer as reviewer
• First have a look at the sentiment before opening…

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The consumer as reviewer

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The consumer as reviewer
• Then the week of opening…

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The consumer as reviewer

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Listening:
an art or science?

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Listening: an art or science?

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Listening: an art or science?

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Listening: an art or science?

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The next big movie blockbuster ? …

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James Cameron’s Avatar

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James Cameron’s Avatar

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James Cameron’s Avatar

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James Cameron’s Avatar

85% impressed with 3-D

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James Cameron’s Avatar

85% impressed with 3-D

46% thought 2-D trailer
didn’t do film justice

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Social Media
as a research tool

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A Tale of Two
Communities

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 Comparison of Two Communities – Discussion Topics

support and sharing

40% WW 31% TF

Weight Watchers Forum Topics Tony Ferguson Forum Topics

45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%

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 A Tale of Two Communities – Discussion Topics

exercise
25% WW 7% TF

Weight Watchers Forum Topics Tony Ferguson Forum Topics

45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%

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 A Tale of Two Communities – Discussion Topics

physiology
2.5% WW 10% TF

Weight Watchers Forum Topics Tony Ferguson Forum Topics

45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%

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Setting metrics
for success

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We Must Reassign Consumer “Value”

6
Years of Profit from reduced
operating costs
customer life 5
Profit from price
4 premium
3
Profit from
2 increased
purchases

Profit from
referrals
1
0 Base profit

Acquisition
The Value Profit Chain (Heskett/Sasser 1/03)

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CGM is “Earned Media”
• Today’s challenge and opportunity is striking the optimal
balance and blend between paid & earned media

Media Planning 2.0 (Where to Spend & Resource)

Paid Media Blended Earned Media
Traditional, Online Complimentary PR, Conversation

Paying/Buying, Targeting, Messaging Connecting, Satisfying, Fulfilling, Earning

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Social Media,
like all conversation,
is not an end-point.
It’s not a click thru rate.
It’s an ongoing dialogue.
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 THANK YOU

Mark Higginson
Director of Analytics
Mark.Higginson@nielsen.com
(2) 8204 5848