House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Minds and Wallets through “Experience-Driven Social Marketing”
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Earned media, such as word-of-mouth recommendations, are the most trusted and influential forms of advertising. Experience-driven social marketing, which leverages real-world experiences to generate online conversations, is the most powerful type of earned media. It can produce deeper engagement, stronger advocacy, and bigger lifts in branding and sales compared to traditional media. Research shows experience-driven campaigns generate longer-lasting increases in product knowledge, favorability, purchase intent, and sales. They provide a high return on investment, with some campaigns yielding millions in additional revenue.
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House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Minds and Wallets through “Experience-Driven Social Marketing”
- 1. All Earned Is Not Created Equal Experience-Driven Social Marketing: Deeper Engagement for Stronger Advocacy & Bigger Lifts 1
- 2. Earned is the most powerful media & ‘Experience-driven’ is the most powerful earned 2
- 3. Experience-Driven Social The Most Powerful Medium in the Mix Deeper Stronger Bigger Engagement Advocacy Lifts of In-Person Online In Branding Experience & Off & Sales 3
- 4. A Primer: Earned Is the Most Powerful Media 4
- 5. Earned Media Is the Most Trusted Have some degree of trust* in the following forms of advertising (April 2012) Recommendations from people known 92% Consumer opinions posted online 70% Brand websites 58% Editorial content (e.g., newspaper article) 58% Emails signed up for 50% Brand sponsorships 47% TV 47% Magazines 47% Billboards/outdoor advertising 47% Newspaper 46% Radio 42% Ads before movies 41% Search engine results ads 40% Online video ads 36% Online banner ads 33% Display ads on mobile devices 33% Text ads on mobile phones 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: The Nielsen Company. 5
- 6. Earned Is the Most Powerful Media Recommendations from personal acquaintances are the most trusted form of advertising. (Nielsen) 75% of consumers don’t believe companies tell the truth in advertising. (Yankelovich) Recommendations are the #1 driver of consumer purchase decisions at all stages of the cycle. (Keller Fay) WOM customers have nearly twice the long- term value. (Villanueva et al) 6
- 7. Experience-Driven Is the Most Powerful Earned 7
- 8. Experience-Driven Social The Most Powerful Medium in the Mix Deeper Engagement of In-Person Experience 8
- 9. In-Person Experience Generates Deeper Engagement 9
- 10. More Time with Consumer per Marketing Dollar Spent Hours of consumer engagement with featured brand during a 5,000-party campaign, by type of activity Party Site Social Media 4,641 22,481 Conversation 152,032 Party Total Hours: 265,605 469,934 eCPM-30 seconds of engagement: $4.15 Planning 25,175 10
- 11. Experience-Driven Social The Most Powerful Medium in the Mix Stronger Advocacy Online & Off 11
- 12. More Persuasive Advocacy: More Credible & Passionate 12
- 13. More Far-Reaching Advocacy: Experience-Driven Social Can Have Mass Reach Unique people reached by, and typical CPMs of, select major media 16.0 14.0 14.0 Unique People (in millions) 12.0 10.0 8.0 8.0 7.0 6.5 6.0 5.5 4.0 2.0 0.0 Top 10 5,000-party Premium Top 10 Top 10 broadcast shows campaign space on top cable shows magazines consumer sites (CPM:$20) (CPM:$7) (CPM:$5) (CPM:$15) (CPM:$10) Sources: The Nielsen Company, Google, Audit Bureau of Circulation 13
- 14. Experience-Driven Social The Most Powerful Medium in the Mix Bigger Lifts In Branding & Sales 14
- 15. Bigger Brand Lifts 15
- 16. Experience-Driven Social Generates Bigger Brand Lifts Average Favorability, Advocacy-Intent, and Purchase-Intent of the featured product, pre- and post-party, among party guests 80% 76% 76% 72% 70% 60% 50% 40% 30% 30% 26% 26% 155% 20% Lift 196% 183% Lift Lift 10% 0% Favorability Advocacy-Intent Purchase-Intent Pre-Campaign Post-Campaign 16
- 17. Lifts that Last Longer Product knowledge, favorability and advocacy-intent of the featured product, among hosts, guests, conversation partners and control, 6 months after a House Party campaign 100% 93% 89% 90% 84% 80% 75% 70% 70% 60% 60% 56% 50% 40% 34% 30% 20% 10% 10% 0% Product Knowledge Favorability Advocacy-Intent Control Partygoers Conversation Partners Source: ChatThreads 17
- 18. Lifts in Marketing Receptivity “When I saw a commercial for the cooking creme, I literally yelled out loud and said, that's the Philadelphia cooking creme!" Post-Campaign Average: 69% 18
- 19. Lifts in Marketing Receptivity Unaided recall, aided recall, and favorability of advertising for the featured product, among partygoers, conversation partners and control, 6 months after a House Party campaign 100% 90% 82% 80% 69% 70% 65% 64% 61% 59% 60% 51% 50% 50% 40% 32% 30% 20% 10% 0% Unaided Recall Aided Recall Ad Favorability Control Partygoers Conversation Partners Source: ChatThreads 19
- 20. Bigger Sales Lifts 20
- 21. Test/Control Markets Measure Sales Lift Nielsen Matched panel design for a House Party campaign Test Stores Control Stores Source: The Nielsen Company. 21
- 22. Test Stores Show Big Sales Lift Sales of featured product, in test and control stores, 6 months after a 15,000 party campaign $600,000 $578,014 $580,000 $560,000 $540,000 $519,330 $520,000 $500,000 $480,000 $460,000 Control Stores Test Stores Source: The Nielsen Company. 22
- 23. Millions in Extra Revenue for Extremely High ROI Millions in extra revenue for extremely high ROI Percent of sales driven by House Parties 11% Incremental gross revenue $6,803,706 Incremental gross profit $3,401,853 ROI in gross revenue (revenue/cost) $3.94 ROI in gross profit (profit/cost) $1.97 For every $1 the brand $3.94 in revenue spent, it got back: $1.97 in profit 23
- 24. Bonus Assets Raise ROI Even Higher Gross profit of a 15,000-party campaign, by deliverable Consumer Opt-ins Insights $70,000 $20,000 UGC Facebook Likes $100,000 $40,000 $3,401,853 Gross Profit from Sales $230,000 Value of Bonus Assets Gross Profit from Sales Gross Profit $3,631,853 (including bonus assets) $3,401,853 ROI in Gross Profit $2.11 (including bonus assets) 24
- 25. TalkTrack® Report on Word of Mouth by Triggers March 2013 © 2013 Keller Fay Group Not to be quoted or distributed without written permission
- 26. Key Findings • After “need,” “good experience” sparks the most earned • Experience-driven earned is the most credible • Experience-driven earned sparks the most action – Pass along – Seek more info – Purchase • Over half of experience-driven earned contains strong buy/try recommendations www.kellerfay.com
- 27. Key Takeaways Earned is the most powerful media, and Experience-driven is the most powerful earned Deeper Stronger Bigger Engagement Advocacy Lifts of In-Person Online In Branding Experience & Off & Sales 27
Editor's Notes
- If possible, please remove the shadow treatment – we think it makes it blurry/hard to read.
- LOVE this!
- Could you make this slide a build – so that the CPMs for the horizontal axis come up AFTER everything else? NOTE: Just the CPMS in ()!
- Could you make this and all other chart descriptions BIGGER/more legible to the audience? Please apply this comment to all chart slides.
- CASE: WINDOWS 7 (because that’s the only third-party-measured at 6 months we have)
- We’re concerned this type feels small and might be hard to read. Do you agree if so, can you improve legibility/consider increasing font size?