nielsen engagement

8/3/2019 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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2006 Nielsen BuzzMetrics, A VNU business affiliate 2Return to Home

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...

[email protected]

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www.nielsenbuzzmetrics.com

nielsen engagement

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