Download - Nielsen Engagement
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2006 Nielsen BuzzMetrics, A VNU business affiliate
CGM & Engagement
Nielsen BuzzMetrics Webinar SeriesAugust 15, 2006
Pete Blackshaw, Chief Marketing Officer
Max Kalehoff, VP, Marketing
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About The Participants
Experience: Intelliseek CMO;
Planetfeedback Co-Founder; Procter &
Gamble; California Legislature Senate
Press Secretary
Columnist, ClickZ
Author, Consumergeneratedmedia.com
Co-Founder, WOMMA
Pete Blackshaw, CMO, Nielsen BuzzMetrics
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About The Participants
Experience: comScore; Media
Metrix; Burson-Marsteller; Y&R
Weekly Columnist, MediaPost
Author, AttentionMax.com
Delegate to WOMMA & ARF
Max Kalehoff, VP Marketing, Nielsen BuzzMetrics
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What Well Cover
What is Engagement?
What is CGM? What Is Relationship Between CGM and Engagement?
Specific Ways CGM Can Measure Engagement?
Final ThoughtsWhat Do You Think?
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What is Engagement?
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Engagement is everywhere
New Rules of Engagement
ARF develops definitionof brand 'engagement'
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Massive confusion
ARF
AAAA
Time-Warner
Mediaweek
Union Square Ventures
Northeastern University
Nielsen Media Research
Edelman
WCJ
CRMmetrix
ACNielsen
Virgin Mobile
Publishing 2.0
Grey Interactive
Supernova Group
Jack Myers Media Business Report
and MediaVillage.com
PRWeek
Root Markets
Samsung
Media, marketing and advertising executives at arecent Nielsen BuzzMetrics roundtable disagreed
steadfastly about the meaning of engagement.
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Erwin Ephron
Engagement is more than a search for
accountability. It is a cry for help.
Advertising has become more
fragmented, more costly, and less
effective. Many advertisers hope
engagement will be the tool for making
things better. A system for improving
consumer response. But doing is always
more difficult than saying, so what do we
mean by engagement and how might we
measure it?
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Robert Passikoff
Engagement is the consequence
of a marketing or communication
effort that results in an increased
level of brand equity for the
product/service.
- Robert Passikoff, Brand Keys Founder
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Bob DeSena
Engagement is a measurement of
involvement with a marketing
communication.
- Bob DeSena, CEO, Engagement Marketing
Group (formerly of Masterfoods)
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Ted McConnell
Engagement is a scale indicating
the degree to which a consumer is
likely to, or has internalized a
communication.
- Ted McConnell, Procter & Gamble
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ARF Unveils Working Definition
Engagement has emerged as more of a
demand creation paradigm than the reach or
awareness focused paradigm of the past twenty
five years. Marketers have identifiedengagement as a crucial component that
underlies consumer brand preference and
loyalty especially in response to
communications.
Engagement is turning on a prospect to a brand
idea enhanced by the surrounding context.
- Joe Plummer, Chief Research Officer, Advertising
Research Foundation
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What is CGM?
The Fastest Growing Media AreThose Which ConsumersShape and Share Themselves
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CGM Proliferation
A diverse and fast-growing body of online content
Rapidly expanding into multi-media formats
Early Stage Internet Recent Internet (Rich Media)
LowPenetration
HighPenetration
UsenetNewsgroups
InternetDiscussion
Forums
ConsumerBlogs
Chat, AIM
Mobile-CameraSharing Forums
(MOBLOGS)
Advanced Chat +Phone Enabled
Video Blogs(VLOGS)
PodCasting(Consumer Versionof Satellite Radio)
Micro-communitysites
Audio
Blogs
Portals
Feedback
Portals
Groups
MediaBlogs
Marketer
Blogs
Tagging
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CGMNew Formats & Context
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CGM: The Most Influential Information Source
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CGM Acts Like Media and is Highly Targeted
Corporate
content, 18%
Media content,
12%
Expert content,22%
Consumer
generated
content, 26%
Other (affiliate,
etc.), 22%
Jupiter Research
26% of top search results forworlds 20 largest brands areconsumer-generated.
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What if half the store shelfsaid, Dont Touch This?
Passionate Seekers Connect with Speakers
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Passionate Seekers Connect with Speakers
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What Is The RelationshipBetween CGM and Engagement?
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Is CGM a Vehicle to Measure Engagement?
A deeper, better story about brand, media or advertising effectiveness,
impact and engagement:
What this Measures? What Else is Out There?
Unique viewersTotal householdsAudience ShareGross Ratings Points (GRPS)
Target Ratings Points (TRPs)ReachFrequencyPerformance Relative to Others
Talk valueDepth/nature of EngagementIncremental impressionsDiffusion/DispersionEmotional TextureAudience TypeMedia SpilloverDiscontinuities/New LearningReactions from Elusive Audiences
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CGM-Engagement Relationship
It is complexCGM can be:
An indicator of engagement
A form of engagement
A result of engagement
CGM reflects engagement :
Media Vehicles
Commercial Messages
Brand
and most importantly
Overall Customer Experience
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What Are Measurable CGM Behaviors?
What are Core Transactions in the Age of Consumer Control?
A click?
A visit?A
page view?
A transaction?
A request?
An opt-in?The Simple andConventionalView
A More
Consumer-
Centric View
A TV showwatched?
A post?
A photoor video?
A blogentry?
A reference?
A reco orreferral?
A publicreview?
A site
Visit?
A loveletter?
StatedRecall?
Pass Along?
800 call? A hateletter?
A requestfor help? A cry
for help?
Tributecontent?
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CGM Credits To Media, Brands, Advertising
Each quadrant tells the brand a different piece of the
story. Each implicates/reflects media
Branded
Non-Branded
Direct / ExplicitIndirect / Unconscious
Love Pepsi ad
the P-Diddy ad
while drinking a Pepsi
my refrigerator has
beer and Pepsi Signed up at Pepsi.com
loved Pepsi half-time show
the half-time show
free iTune promotion
Subtle Reference to jingle
Subtle Reference to Spokesperson
..in any context
dentist says I drink too much Pepsi
soft drinks part of obesity problem
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How did your offline ads resonate or engage?
CGM provided unique insight into return on advertising
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CGM Applied To Engagement:
Identifying engaged individuals
Determining degrees and qualityAnticipating response
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CGM Measurement:
Identifying Engaged Individuals
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Identification of Engaged Individuals
When Individuals create CGM, they naturally self-select
themselves into passionate segments based on:
Affinity
Auto Enthusiasts, Cancer Patients, TiVo Fans
Lifestage
Teens, Moms, Grandparents
Psychographic
Urban Dwellers, Emulaters, Leaders
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Example: Nutrition Influencers
1. Identify large segment of self-selectingindividuals.
Longitudinally track over 500,000 consumers who actively discuss food andnutrition, from several hundred individual communities.
2. Segment most influential consumers intoinfluencer panels
Dieters, Nutrition Experts, Concerned Moms, ConscientiousConsumers, Fitness Buffs, Diabetics.
3. Track panel longitudinally.
Measure buzz volume across panels for hundreds of nutrition trends, andfood brands.
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Example: Buzz Around Splenda
0%
10%
20%
30%
40%
50%
60%
70%
Q3/2003 Q4/2003 Q1/2004 Q2/2004 Q3/2004 Q4/2004
Influe
ncers&Segments
0%
1%
2%
3%
4%
5%
6%
7%
E
arlyMajority
Influencer Panel Dieters Diabetics
Conscientious Consumer Nutrition Experts Fitness Buffs
Head of Household Early Majority
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CGM Measurement:
Determining Degree, Quality ofEngagement
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New TV Shows: March 2006 Buzz Levels
Among shows that debuted in the 05-06 Season
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New TV Shows: Sentiment for March
Figure 9: sentiment toward 12 new shows.
Note: Sentiment presented as a % of all show messages in March 2005.
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TV Show Example: Sentiment Over Time
Strong initial buzz quickly gives way to negative attacks; series-long effort
restores some positivity.
43%
7%13%
10%
23%
16%
22% 20%25% 27% 24%
7%
51%
60% 66% 41% 52%
54%51%
30%32%
33%
7%
21%
18%17%
19%
19%
14%18%
25%
25%25%
12%
9%
8%1%
9% 6%3% 7%
8%6%
6%31%
12%
1%6% 8% 7% 7%
4%
12% 10% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pre-La
unch
Episod
e1
Epis
ode2
Epis
ode3
Epis
ode4
Epis
ode5
Epis
ode6
Episod
e7
Epis
ode8
Epis
ode9
Episod
e10
Positive Negative Mixed Unsure No Opinion
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CGM Measurement:
Anticipating ResponseProvided Engagement
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iPod Video Product Launch - Early Warning?
Early Buzz Breaks Early June
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iPod Video Product Launch - Did Web Site Help?
Early Buzz Breaks Early June
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Final Thoughts
What Do You Think?
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Final Thoughts On CGM & Engagement
Caveat: discussion of CGM and Engagement is nascent, but a
strong relationship appears
CGM can offer new advertising accountability frameworks
Beyond reach, frequency and impression models
Perhaps proving prior models obsolete or artificial
Engagement and CGM can be studied in a variety of constructs
Any discussion of Engagement must also address
Disengagement (negative GRPs)
Engagement should foremost be about the brand and customer
experience
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Nielsen BuzzMetrics Next Steps
Further validation testing on discussed themes
Continued Nielsen BuzzMetrics Unconference Series
Ongoing Broad Industry Discussion
(Upcoming Ad-Tech Discussionwelcome input)
Nielsen BuzzMetrics CGM Summit 2006
Breakouts on engagement client-only event
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The truth
- Hugh McLeod of Gapingvoid.com
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Thanks...
www.nielsenbuzzmetrics.com