Better together: Combining Traditional and Digital Media

Giselle Bodie COO, Kantar Media Intelligence Europe

INTRODUCTION
Kantar Media who are we? Kantar Media monitors and measures media
outcomes worldwide in 50+ countries for 22,000 clients through our 4,500 media experts

World leader in paid-for media (advertising)

monitoring and evaluation

European leader in earned media (editorial)

monitoring and evaluation

UNDERSTANDING THE TRADIGITAL ENVIRONMENT

How is media consumption trending in Europe? What weighting should we give to traditional and new media channels? How do we engage with consumers and how do they engage with the media? Lets ask them...

EUROPEAN MEDIA CHANGE OVER PAST 12 MONTHS

Total consumption

Daily use of Internet up by 39m Daily readership of newspapers increased by 5m Internet behaviour is shifting to social / CGM Social Media usage up by 18m

Read a newspaper every day Use Internet every day or most days

EUROPEAN MEDIA CHANGE OVER PAST 12 MONTHS

Total consumption

Daily use of Internet up by 39m Daily readership of newspapers increased by 5m Internet behaviour is shifting to social / CGM Social Media usage up by 18m

Read a newspaper every day Use Internet every day or most days

EUROPEAN MEDIA CHANGE OVER PAST 12 MONTHS

50 40 30 20 10 0 2010 GB Social Media Usage % adults 31 37 26 2011 2010 2011 40 2010 22 2011 26 2010 Spain 20 30 2011

France

Germany

NOT ALL MARKETS ARE THE SAME

% adults in 2011

Read a newspaper every day Read 3 or more magazines in last month Watch 20 hours TV per week Listen to radio more than 14 hours per week Use Internet every day or most days

GB

Germany

Print media still significant in Germany

Spain France

TV dominant media channel in Spain

Base: All adults aged 15+ Source: TGI Europa 2011

MEDIA USAGE TRENDS: 2009 - 2011

140

Usage in Millions

120

100

The readership of newspapers and magazines has remained relatively stable over the past years TV and Radio channels both increased their customer base Online is the fastest growing media outlet
Read newspaper daily Read 3 or more magazines in last month Watch 20 hours TV per week Listen to radio more than 14 hours per week Use Internet every day or most days

80

60

40

20

2009

2010

2011

MEDIA USAGE TRENDS: 2009 - 2011

140,0

Read newspaper daily Read 3 or more magazines in last month Watch 20 hours TV per week

120,0

100,0

Listen to radio more than 14 hours per week Use Internet every day or most days

80,0

60,0

40,0

20,0

0,0 2009 2010 2011

EUROPEAN MEDIA CONSUMPTION DIFFERENCES

000s adults in GB 000s adults in Germany

Traditional Media

New Media

New Media

30 000 25 000 20 000 15 000 10 000 5 000 0

50 000 40 000 30 000 20 000 10 000 0

000s adults in GB

000s adults in Germany

Base: All adults aged 15+

Source: TGI Europa 2011

Traditional Media
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EUROPES SOCIAL MEDIA UNIVERSE

80%

64% use the Internet every day or most days

70%

60%

50%

36% visited Facebook during last 4 weeks

40%

56% watch TV for 20 hours per week 37% read a Newspaper every day

30%

20%

40% visited YouTube during last 4 weeks

10%

27% listen to Radio for 14 hours per week

0%
Base: All adults aged 15+ Source: TGI Europa 2010

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EUROPES TRADIGITAL MARKETPLACE

There is a measurable trend towards web & digital media But significant variances exist between markets Engagement channels need to be tailored by market Combination of traditional and digital media delivers optimum engagement Transition - The Tradigital model requires continued commitment to offline mainstream media, in tandem with development of social media models

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So what difference does social media make?

USE SOCIAL MEDIA TO

1. Communicate with friends 2. Take part in forums & chat rooms 3. Express opinions on public websites 4. Read opinions on public websites 5. Publish a blog 6. Read blogs 7. Upload video 8. Watch video 58% 19% 15% 33% 7%
Reading blogs Communicate with Friends

Communicate with friends

Reading opinions

Reading opinions on public websites

24% 13% 54%

Watch video Reading blogs

Watch video

Base: All adult internet users aged 15+

Source: TGI Europa 2010

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THE IMPACT ON THE BOTTOM LINE

Influence Power of Social Media in Europe Influence Power of Social Media in GB Influence Power of Social Media in Spain

Buying Choice Influenced by Social Media

Buying Choice Influenced by Social Media

Buying Choice Influenced by Social Media

151.2m 36%

Influence Power of Social Media in France

Influence Power of Social Media in Germany

Total population of online consumers

Proportion of online consumers influenced by social media in major buying decisions

Base: All adult internet users aged 15+ Source: TGI Europa 2010

Buying Choice Influenced by Social Media

Buying Choice Influenced by Social Media

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SO ITS A YOUNG PERSONS THING?

Changes in social network site use 2008-2010 by generation
90 80 70 60 50 40 30 20 10 0 Milleniais (18-33) Gen X (34-45) Younger Older Boomers Boomers (45-55) (55-64) Silent Generation ( 65-73) G.I Generation All online adults (+ 74) (18+) Dec - 08 May - 10

Source: Pew Research Centers internet & American life Project, April 29-May 30, 2010 Tracking Survey N=2,252 adults A8 and older

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FASCINATING FACTS
2% reduction in negative word of mouth boosts sales growth by 1% After 23 years, Pepsi dropped TV advertising for last years SuperBowl to spend $20 million on a social media campaign The average Twitter account has 300 followers LinkedIn has 50 million professionals worldwide Twitter users send an average of 600 tweets per second 28% of U.S. online holiday shoppers are influenced by social media 20% of tweets are invitations for product information, answers or responses from peers, or directly by brand representatives

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MAKING SENSE OF SO MANY VOICES IS A CHALLENGE

Amassing posts how far back in time? Which voices are more influential?

Monitoring conversations but from which sites? Can you filter all the noise: spam and dupes? What matters?

Quantifying trends what does total volume and sentiment really tell you? Is there a way to assess and analyse in a meaningful way?

Obtaining qualitative insights how do you derive actionable information from the data?

KANTAR MEDIA CYMFONY HOW IT WORKS

DELIVERING HOLISTIC CONTENT

Web Content Universe

Linguistic Analysis

Cymfony Maestro relevant content such as brands, company, competition, topics, themes

CAMPAIGN

Delivering 25 million posts & articles every day Define brands & capture content Cleanse of spam and duplicates Apply value-added data Segment / analyse automatically by brand, concept, person, theme through advanced text mining

ADVOCACY

CATEGORY

PRODUCT

= TOPICS System supports unlimited number of topics

THE CYMFONY APPROACH

MAESTRO LISTENING & ENGAGEMENT PLATFORM

PR Effectiveness Campaign Tracking/ Measurement Brand and Category Insights 3rd Generation Listening Platform + Expert Services

Customer Engagement

Product Ideation / Concept Testing

Crisis Monitoring Continuous, periodic, or event-driven monitoring based on your needs

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THE OPPORTUNITY: MAKE SENSE OF DATA

COMBINATION OF TECHNOLOGY AND HUMAN ANALYSIS
Influence Human Analysis

Evaluate sentiment Visually represent data Identify areas to explore Answer key business questions Analyse emotions and motivations Discover advocates and detractors Visualise client opportunities
Technology

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Sony Playstation April / May 2011

Cymfony in action

PLAYSTATION NETWORK BREACH

2,000 1,000 0

3,000 2,000 1,000 0

40,000 30,000 20,000 10,000 0

1,500 1,000 500 0

150,000 100,000 50,000 0

25

PLAYSTATION NETWORK BREACH

TRADITIONAL MEDIA
Sony has warned that the names, addresses and other personal data of about 77 million people with accounts on its PlaySta:on Network have been stolen guardian.co.uk

Sonys internet security crisis has deepened with the company revealing hackers stole data of another 25 million users of its PC games system in a second massive breach for the consumer electronics giant english.aljazeera.net Sony begins restoring PlaySta:on network news.uk.msn.com

1,000 900 800

700 600 500 400 300 200 100 0

Negative

Positive

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PLAYSTATION NETWORK BREACH

BLOGS
Hackers have been able to pull out over 77 million PlaySta:on users data, this includes all the personal details, email addresses and more importantly, your credit card informa:on blogote.com PlaySta:on Network restora:on begins, rst phase includes online play Joys9q

1,000 900 800 700 600 500

400 300 200 100 0

Negative

Positive

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PLAYSTATION NETWORK BREACH

MESSAGE FORUMS

2,500

Im really not happy that Sony sat on this breach for so long. Maybe I dont have all the details, ne, but it seems to me like they had a responsibility to inform their customers within hours of discovering what had been accessed/stolen gamefaqs.com

2,000

1,500

Hey Dudes. I've been geJng that stupid error code on PSN, #80710092, it happens almost every day, & signs me out of PSN ... Its goQen WAY past old boards.ign.com

1,000

500

Negative

Positive

28

PLAYSTATION NETWORK BREACH

FACEBOOK
contact us 11 days a^er the intrusion, is not good enough, we should have no:ed that personal informa:on may have been accessed, within 24 hours of the intrusion, not 11 days later,

250

200

Damn you Playsta:on Network!!!!!! I want my Xbox now this doesnt happen on Xbox Live does any1 know how 2 get around

150

100

50

the ps3 error of signing into playsta:on network as i can't sign in @ all HELP!!!!!!!!

Negative

Positive

29

PLAYSTATION NETWORK BREACH

TWITTER
Way to get hacked and give my personal info away, Playsta:on Network i love the fact that PSN is back up

8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0

#psn is down again, i just wanna play some mortal kombat damn yous! #ps3 @PlaySta:on yo what the hell is going on with #psn??? has it been hacked? how long :ll its back on?

Negative

Positive

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What do we learn?

Complexity and interdependence of the new media ecosystem Social media doesnt necessarily drive traditional media or vice-versa The old rules apply avoid an information vacuum Clear, accurate, timely and honest information But speed and volume online require faster reactions and much better tools Adapt to and prioritise the channels for your audience Importance of objectives some rules never change!

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THANK YOU!