Social Media: What a Production!

Judy Mahtaban
Director, Nielsen Online Division
February 2010

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A Thought Starter…What is Social Production?

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Thought Starter #2: Is this Customer Service 2.0?

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TwelpForce: What’s Going On?
• Traditional Marketing Leveraging a “Service Narrative”
• Consumer Affairs/Customer Service Pushing External
• Dramatic Expansion of Service Channel to Employees
• The Blending of Paid and Earned Media

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Enter Social Media….
Consumer-Generated Media (CGM) n.
“High-impact media generated by
consumers, typically informed by
relevant product or service
experience. Commonly archived
online for ready access by other
consumers or key marketplace
influencers -- e.g. media, analysts.”
Synonym: Word-of-Mouth (WOM)

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 How Big Is Social Media?
CGM exceeds email for the first time in Feb 2009
Total Minutes (Billions)

25
Videos/Movies
Member Communities
Search
20
E-mail

15

10

0
Aug-03

Aug-04

Aug-05

Aug-06

Aug-07

Aug-08
Feb-03

Feb-04

Feb-06

Feb-07

Feb-08

Feb-09
Feb-05

Source: Nielsen NetView, Combined Home and Work, Excluding Applications

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How
OurDiverse is Social Media?
CGM Dataset

Social
networks
Ratings & Co-creation
Types of Consumer-Generated Media

review sites Micro-

community
sites

Twitter
Video
Feedback Consumer
portals blogs
Discussion
forums
Mobile
Media Audio blogs
blogs blogs
Usenet
newsgroups Groups
Google
Marketer Video blogs Sidewiki
blogs

Early-Stage Internet Today

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What is the Business Opportunity?

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The Conversation Feeds the Purchase Funnel
High Trust Factor

Global Consumer Trust in Advertising by Channel

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Case Study: Listening vs. Asking

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CGM Has Company-wide Implications

Customer Crowd-
In-Sore Corporate
.Com
Service & Products Sourcing
Experience Comm.
Experience
Checkout

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How Can Social Media Be Measured?

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Technology-Enabled Listening Process

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Case Study: Filtering the Noise
Target Query: (((NEAR17(CAP(Target OR Targets) AND ( (store OR stores OR
shop OR shops OR shopping OR franchise OR franchising OR chain OR purchase
OR purchased OR purchasing OR buy OR buys OR bought OR buying OR retail
OR retailer OR clearance OR coupon OR coupons OR discount OR discounts OR
saleExample:
OR sales) FOX OR wants to understand
(superstore how well OR
OR superstores “House”
"super fares
store" online…
OR "super
stores" OR offering OR supermarket OR supermarkets OR "super market" OR
"super markets" OR cashier OR parking ) )) OR NEAR5(Target AND ( (store OR
“I wanted someone more Closer…
stores ORand
experienced shop OR shops ORFull
actually Content
shopping System
OR franchise OR franchising OR chain
“I just talked to them on the
OR purchase
spent OR purchased OR purchasing
time in the White
n = 4+ million OR buy OR buys OR bought
phone and was OR
told that
House than someone who's both the analog and digital
buying OR
simply using retail
charm OR retailer OR clearance OR coupon OR coupons
to win OR discount
signals are coming to my
OR discounts
people over.” OR sale OR sales) OR (superstore OR superstores houseOR now"super
(so my TiVo will
still work).”
store" OR "super stores" OR offering TV Segment
OR supermarket OR supermarkets OR
"super market" OR "super markets" OR cashier
n = 375,000 + OR parking ) )) OR (tarjay OR "tar
jay"Totally
OR "tar-jay" OR Tarzhay OR "go to target" OR "went to target" OR "shopping
irrelevant…
at target" OR "trip to target" OR "Super Target" OR "super Bull’s eye! OR
targets"
SuperTarget OR SuperTargets OR "Target Classifierbrand" OR "Target Private Label" OR
“Is anybody noticing that the sound
"Target Greatland" OR "target greatnland" = 7,000+
OR "Target Greatlands"
is dropping out of certainOR shows"target
on
great lands" ) ) AND NOT ("test target" OR "target advertising"Fox HD on Cox cable OR "target
in Gainesville
(specifically House)?”
audience" OR "target market" OR "I target" OR "they target" OR "you target" OR
"target attack" OR "being target" OR "target group" OR "good target" OR "sales
targets" ) )) Last 90 days
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 Topline Metrics Produced to Understand
Discussion
Metric Description

Volume Number of relevant comments; Nike will launch new golf

Number of individuals talking
Sentiment Overall tone, polarity toward a
brand/product/topic
Topics Topics driving discussion about a
brand/product (e.g. product
assortment, availability, pricing)
Associations Terms most frequently correlated
with brand/product/topic
Influence Ability of an individual to create buzz
clubs
“Nike will launch a number of
golf clubs in Jan 2010, but
Wood will not attend to the
canteen. Frankly speaking, it
is a great challenge for Nike
because Nike got the good
reputation of golf clubs
basically from Tiger
Woods.”
Source: http://igolfstores.wordpress.com
Posting Date:1/21/10

Reach Size of audience viewing buzz about

brand/product/topic
Impact Connection to reputation, brand
equity, sales, etc.

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New Frameworks for the Conversational
Ecosystem

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The Conversation Feeds the Purchase Funnel

Tools and Key Stages in the Consumer Purchase Funnel

capabilities for
potential Education Awareness Consider Trial / Loyalty Advocacy
application Curiosity Purchase

Website Med Low Med High High High

Search High Med High High Med Med

Digital Media High High High Med Low Low

Trial/Sampling Low Low High High Med High

eCommerce Med Low Med High High High

CRM/Feedback High Low High High High High

Social Media High Low Med Med Med High

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Paid vs. Earned Media

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Nielsen Blended Media Score
Blended Denny's – Free Breakfast
Score December 8, 2009

140 Doritos – Free Doritos

132 Doritos – Power of Crunch

121 Audi - A6

109 Hulu.com

107 E*Trade

107 Coke Zero

107 Bridgestone Tires

106 Cheetos

103 GE - Ecomagination

99 70 80 90 100 110 120 130

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Brand Credibility is Non-Negotiable

Six Drivers of Brand Credibility

Trust Authenticity Transparency
Confidence As Advertised Let the Sun Shine In
Consistency Real & Sincere Easy to Learn
Integrity Real People Easy to Discover
Authority Informal No Secrets

Affirmation Listening Responsiveness

Playback Empathy Follow-Up
Reinforcement Welcome Mat Invitational Marketing
Search Results Humility (we can learn) Solidifying the Solution
Accountability Absorbing Feedback Dignifying Feedback

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 Contact Info

Judy Mahtaban
Director, Nielsen Online Division
Judy.Mahtaban@nielsen.com
323-817-1287

Confidential & Proprietary

© 2010 The Nielsen Company
FOR INTERNAL USE ONLY