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Integrating Media: Search & Social

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Mindshare Ireland
Mindshare Ireland

This presentation reviews the digital media landscape in Ireland and highlights the importance of full media integration with digital. It also presents a case study from Buzz Tracking, our bespoke social media monitoring software tailored for the Irish market.

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INTEGRATING MEDIA WITH SEARCH & SOCIAL 20TH SEPTEMBER 2012 Vanessa Vallejo, Mindshare Ireland
In brief… • Introduction • Digital - Social Ireland • How Mobile & TV Drive Search & Social • Media Integration with Social
Vanessa Vallejo – Head of Search & Analytics 4 years working for digital specialist and media buying agencies in Ireland Working on:
Mindshare - A global network with local expertise
Mindshare Ireland was established in 1999. We are 54 people in 2 offices managing €110m of client media investment. The #1 media agency in Ireland.
DIGITAL - SOCIAL IRELAND
All Social Media Channels are Increasing in Ireland • Biggest Increases – LinkedIn +68% – Twitter +13% • Although Facebook is still the most popular, it had the smallest increase YOY Source: Mindshare State of the Nation, August 2012 n=851
2011 Irish Digital vs Total Media Spend Classified 21% Search 45% €132m Display 34% *Social media 7.3% Sources: IAB & PWC; GroupM- both 2011 totals, *Social media % estimated from Boards.ie, LinkedIn & Facebook (Classified & Display)
Advertising spend is not aligned with consumer consumption 18-24 All Adults Source: REDC De-coding digital trends in Ireland 2011
Digital Ireland: Growth Of Mobile Source: REDC De-coding Digital Trends in Ireland 2011
Ask an expert Source: Mindshare/Sponge It Mobile Research, Nov 2010
HOW MOBILE & TV DRIVE SEARCH & SOCIAL
Time spent online now mirrors time spent watching TV 2hrs 49 minutes 2hrs 44 minutes Per day each day Sources: IAB & PWC Adspend 2011 Full Year
77%TV viewers use another device at the same time Image by Angelrravelor on flickr Source: Google Aug 2012, Understanding Cross - Platform Consumer Behaviour
Multiscreen behaviour is mainstream
90% of Consumer’s Daily Media Interactions are Screen Based Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour
Measuring TV Driving Search Unknown brand launches TV goes live website and PPC goes live Daily visits with PPC: 605 Branded search queries increase 1,050% with TV Daily visits with TV: 2,600
Election 2012 Speeches driving Search/Tweets 28,003 tweets per minute Yahoo search volumes for Michelle Obama increased by 288%
MEDIA INTEGRATION WITH SOCIAL
Alcohol Brand Sponsoring a Gig
Online Mentions By Day Announcement 16 15 15 Email and text sent to Database Gig 14 12 12 10 Blog post by influential blogger 8 7 6 6 6 4 4 4 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Average Per Total Day Peak Low 123 1.5 15 0 Jan 1st – March 24th 83 Days On 24/1/2011 On 24/3/2011
Mentions vs. Ad Spend 16 8000 Galway Advertiser 15 15 Wrap 14 Gig 7000 12 12 6000 Press investment 10 5000 8 4000 7 Radio, Outdoor 6 6 6 3000 Outdoor & ended Digital 4 4 4 2000 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 1000 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Without awareness, there is no search There are no conversations Tweets, likes or shares. 
Thank You! Daviddecastrob on Vanessa Vallejo, Mindshare Ireland t: @vanvallejo Flickr vanessa.vallejo@mindshareworld.com f: facebook.com/vantresca

More Related Content

Integrating Media: Search & Social

  • 1. INTEGRATING MEDIA WITH SEARCH & SOCIAL 20TH SEPTEMBER 2012 Vanessa Vallejo, Mindshare Ireland
  • 2. In brief… • Introduction • Digital - Social Ireland • How Mobile & TV Drive Search & Social • Media Integration with Social
  • 3. Vanessa Vallejo – Head of Search & Analytics 4 years working for digital specialist and media buying agencies in Ireland Working on:
  • 4. Mindshare - A global network with local expertise
  • 5. Mindshare Ireland was established in 1999. We are 54 people in 2 offices managing €110m of client media investment. The #1 media agency in Ireland.
  • 7. All Social Media Channels are Increasing in Ireland • Biggest Increases – LinkedIn +68% – Twitter +13% • Although Facebook is still the most popular, it had the smallest increase YOY Source: Mindshare State of the Nation, August 2012 n=851
  • 8. 2011 Irish Digital vs Total Media Spend Classified 21% Search 45% €132m Display 34% *Social media 7.3% Sources: IAB & PWC; GroupM- both 2011 totals, *Social media % estimated from Boards.ie, LinkedIn & Facebook (Classified & Display)
  • 9. Advertising spend is not aligned with consumer consumption 18-24 All Adults Source: REDC De-coding digital trends in Ireland 2011
  • 10. Digital Ireland: Growth Of Mobile Source: REDC De-coding Digital Trends in Ireland 2011
  • 11. Ask an expert Source: Mindshare/Sponge It Mobile Research, Nov 2010
  • 12. HOW MOBILE & TV DRIVE SEARCH & SOCIAL
  • 13. Time spent online now mirrors time spent watching TV 2hrs 49 minutes 2hrs 44 minutes Per day each day Sources: IAB & PWC Adspend 2011 Full Year
  • 14. 77%TV viewers use another device at the same time Image by Angelrravelor on flickr Source: Google Aug 2012, Understanding Cross - Platform Consumer Behaviour
  • 16. 90% of Consumer’s Daily Media Interactions are Screen Based Source: Google August 2012, Understanding Cross - Platform Consumer Behaviour
  • 17. Measuring TV Driving Search Unknown brand launches TV goes live website and PPC goes live Daily visits with PPC: 605 Branded search queries increase 1,050% with TV Daily visits with TV: 2,600
  • 18. Election 2012 Speeches driving Search/Tweets 28,003 tweets per minute Yahoo search volumes for Michelle Obama increased by 288%
  • 21. Online Mentions By Day Announcement 16 15 15 Email and text sent to Database Gig 14 12 12 10 Blog post by influential blogger 8 7 6 6 6 4 4 4 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Average Per Total Day Peak Low 123 1.5 15 0 Jan 1st – March 24th 83 Days On 24/1/2011 On 24/3/2011
  • 22. Mentions vs. Ad Spend 16 8000 Galway Advertiser 15 15 Wrap 14 Gig 7000 12 12 6000 Press investment 10 5000 8 4000 7 Radio, Outdoor 6 6 6 3000 Outdoor & ended Digital 4 4 4 2000 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 1000 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
  • 23. Without awareness, there is no search There are no conversations Tweets, likes or shares. 
  • 24. Thank You! Daviddecastrob on Vanessa Vallejo, Mindshare Ireland t: @vanvallejo Flickr vanessa.vallejo@mindshareworld.com f: facebook.com/vantresca