Given the current and growing trends in business and consumer usage of social media, it's quite clear that media planners need to incorporate not only social properties into their mix but also social monitoring insights in order to build the most targeted, cost-efficient and results-driving media plans.
This means taking a comprehensive view with respect to how we as people interact with brand-produced, earned and consumer-generated media, and using these insights to architect the most relevant touch points for consumer and business customer interactions with brands: at the right time, within the right context, at the right place.
Using social monitoring is an important topic that we as marketing strategists continue to learn more about and refine our perspective on. I'm happy to have found a great presentation from the smart folks over at Forrester Research and Networked Insights that digs deeper into this topical area.
Since I'm a concept guy, I thought I'd share a few of the most interesting concepts presented in this presentation. Here they are:
- Incorporating social conversation catalysts into creative
- Starting with digital first, then editing for TV
- Next layer filters
- Directional indicators
- Contextual discovery
- Spending the "minimal effective amount"
- Making your TV media buys work harder with social
- Social data as a leading indicator to project audience growth
- Dynamic segmentation
- Real-timing sensing
- Using social data sequencing
- Social lift scores
I've long held the belief that you need to go beyond psychographic and demographic data and tap into an understanding of influence to make your media dollars work harder. This presentation really helps take that concept and add some further detail around how and why.
Bottom line, great presentation, excellent ideas that really add value to where media planning is and needs to be going, thanks again to Forrester and Networked Insights. If you've got 45 minutes to spare, grab a coffee and check it out.
As a real-world example of how we've leveraged social monitoring for media planning in our work at The New Group, in working with QVC on driving increased online sales for the Bare Escentuals brand of beauty products we went beyond analyzing web analytics and transactional data and incorporated social monitoring insights that helped inform the media plan for an online campaign that resulted in increased conversions of visitors to sale.
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