X-Series: Metrics 2014: Smart Data and Social Media
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Presentation from Franz Fontaine, VP Strategy, Seevibes at IAB Canada's X-Series Metrics 2014 in Toronto: It’s a fact; television is one of the most talked about subjects in social media. Capturing and harnessing the enriched social data around these conversations is a key variable when planning and buying TV. It’s basically the only proof of engagement of a television property. Franz explores data availability (it is available!) and how the enrichment process can deliver empirical units of TV performance. Understanding the interests/consumption habits of the Social TV audience provides actionable insights that can be empirically measured against sound KPI’s. Franz looks at the L’Oréal use case, key takeaways and the opportunity of social TV audience retargeting.
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X-Series: Metrics 2014: Smart Data and Social Media
- 1. Confidentiel © Copyright Seevibes 2011 - 2014 v December 4th, 2014 FRANZ FONTAINE Vice-President Strategy SMART DATA & SOCIAL MEDIA How can digital specialists help TV planners and buyers become more efficient and what are the retargeting opportunities derived from that same Data
- 2. vBeyond The TV Audience @Seevibes Social Media Key figures 15M active users* 20 millions users* *Source Facebook Ads (not included Québec) / **Seevibes: Jan/March 2014 *Source Twitter Ads / **Seevibes: Jan./March 2014 18% Brands** 35% TV** 65% TV** 7 Millions users* 23% Brands**
- 3. vBeyond The TV Audience @Seevibes The opportunity behind Social Media # @ keywords # @ keywords @ # @keywords # @ keywords # @ # @ # @ # # keywords # @@ # @ # @ # Gender Geo Influence Engagement Brand Affinity TV Show Device Persona
- 4. vBeyond The TV Audience @Seevibes Key Performance Indicators : The Data Analysis Dragon’s Den Social Audience Brands Social Audience Affinity Rate Intersection of social audience X and Y Social Audience X 22% Financial Services Affinity
- 5. vBeyond The TV Audience @Seevibes Key Performance Indicators : Deriving the Index Average Affinity Rate of all audiences relative to audience Y Affinity Rate of audience X relative to audience Y 173 Financial Services Affinity Index
- 6. vBeyond The TV Audience @Seevibes TV Shows & Other Brand Categories Examples TV Show Channel Affinity Index 1 The Mom Show Slice 541 2 Entertainment Tonight GlobalTV 455 3 Redemption HBO Canada 452 4 Chopped Food Network 436 5 The Real Housewives of NYC Slice 392 TOP 5 TV Shows Food Category ON TWITTER
- 7. vBeyond The TV Audience @Seevibes TV Shows & Other Brand Categories Examples TV Show Channel Affinity Index 1 IndyCar Racing Sportsnet / CityTV 459 2 NASCAR Racing TSN 365 3 Fast N’ Loud Discovery Channel 303 4 Canada AM CTV 225 5 CBC News CBC 163 TOP 5 TV Shows Automobile Category ON FACEBOOK
- 8. vBeyond The TV Audience @Seevibes TV Show & Brand example LPGA Tour Golf Recipe to riches Power & Politics F1 Racing Kevin Newman Show Chasing The Saturdays Dr. House Degrassi Around the horn People Choice Awards 29 25 292 315 19 25 30 451 2,507 651 @Seevibes ”Actionable insight to better invest on TV”
- 9. vBeyond The TV Audience @Seevibes Detailed Airings - 04/24/2014 [Access-Prime] 17h30 18h00 18h30 19h00 19h30 20h00 20h30 21h00 21h30 22h00 TF1 125 96 102 92 114 M6 131 160 160 68 BFM 92 109 92 104 iTélé 91 105 24 104 Use Case: L’Oréal France Volume million de cils So couture | March 12th > May 26th 40% of the TV spots have an affinity index higher than 100 with the brand L’Oréal
- 10. vBeyond The TV Audience @Seevibes Top 5 TV Shows (invested during the campaign) Show Channel Affinity Index x airing 1 Gossip Girl HD1 265 1 X 2 Charmed 6Ter 236 7 X 3 Revenge TF1 200 1 X 4 Glee W9 162 5 X 5 100% Mag M6 160 1 X Top 5 TV Show (All) Show Channel Affinity Index x airing 1 Cannes 2014 Canal+ 400 0 X 2 Nouveau look pour une nouvelle vie M6 251 0 X 3 La Matinale 6Ter 209 0 X 4 50min Inside TF1 158 0 X 5 Bones M6 156 0 X Use Case: L’Oréal France Volume million de cils So couture | March 12th > May 26th @Seevibes ”Maximizing TV dollars with brand affinity data”
- 11. vBeyond The TV Audience @Seevibes Leveraging Social TV aAudience Data for Retargeting Tailored Audience Profiles are delivered in CSV format Media buys can be executed by any parties designated by the client TV Audience Targeting Brand AdvertiserAgency
- 12. vBeyond The TV Audience @Seevibes Key take aways @Seevibes ”Close to 50% of what is being talked about in social media is TV” @Seevibes ”2015: smart data is part of key decision making process > more implication of digital specialists” @Seevibes ”Media planning with absolute numbers & real time smart data > TV buying more proactive, creative & optimized” @Seevibes ” Social TV audience preferences > key success driver in social media retargeting”
Notes de l'éditeur
- -Hi, my name is Franz Fontaine (VP Strategy @ Seevibes) – Pleasure being here with my colleague Pablo Gerstenfeld, Director of Research -Since 2011 Seevibes has been in the business of measuring the Social TV Audience and now offering data retargeting opportunities. -**Today, how is the landscape of TV planning is changing and how can digital specialist help planners and buyer do a better job and by the same token; new opportunities of retargeting in social media
- Huge Opportunity ! why? 70% of all Canadians are on the internet Close to 1/2 of the conversations in social media is about and around TV 70% of all Canadians are on the internet 50% of all Canadian population is on facebook 18% is on Twitter 70% of all internet users are on Facebook 23% on Twitter
- NOT SURVEY BASED; BUT ABSOLUTE NUMBERS Twitter: all data is public Twitter metadata: profile details: User id’s; screen name, description, number of followers, interactions: (tweet’s content, timestamp, languages) applications, devices and geolocation. Facebook: only public data is available like public Facebook pages ie the Glee Page (Interaction on public pages) Facebook metadata: User id’s, screen name, timestamp, interactions; including parental interactions (for comments and likes) and gender. I.E all the interaction on the Glee Facebook page Not available: detail of Fans of the page, number of friends of users’ interacting A. Data Harvesting: discover preferences by analyzing engagement on Social Media regarding pertinent subjects - now we filter Data of interest. Twitter: All engaged profiles using keywords (#), accounts (@) and mentions: positive sentiment analysis only (Why?) All followers from accounts Facebook only engaged profiles on public pages Engagement: posts, comments, likes B. Then we do cross analysis of the audience affinities for TV shows and brands: this is how we start putting the puzzle together (WHY TV: THIS IS WHAT WE TALK ABOUT IN THE MORNING) TV Shows: 60% of all TV shows have a Facebook page of all major canadian broadcasters ; CTV, CBC, SRC, TVA, Tele QC 90% of all primetime shows have a Facebook page. what about Twitter? Brands: 95% of the top 500 Canadian B2C brands have a Facebook page - Using a product category is also insightful Interest: Other areas - i.e. : Psychographic profiles i.e. Personas Also we know: More engagement on TV shows and 3 times more engaged 79% of all profiles who engage on brands also engage on TV shows And 85% of these engagement represent 85% of the overall impressions
- Affinity rate: The objective is to expose the level of affinity of social audience X relative to social audience Y. Where affinities can include: (Area of Interest, Brands, TV shows, product categories, etc) - The ratio of the affinity for a certain population engaged towards a TV show over a population that has an affinity towards a certain subject. Ultimately: comparing the affinity of the financial service category in DD against all other TV shows across all broadcasters “Dragons’ Den” engagement towards the Financial Services Product Category. Initially : What is X? What is Y? What is the intersection #?
- Now if we want to bring this to a common currency – because we have comparable data Affinity Index: positioning on the market Baseline of 100 is = to what population in absolute numbers? 12.7% is overall affinity of all TV audience of all TV shows in the Canadian market towards financial services. Therefore 12.7% = 100 baseline Therefore : 22%/12.7 = 1,73 or 173 over index Therefore DD over index at 173 in Financial Services Category
- The social audience of the brand RBC are more likely to interact with the TV show, LPGA Tour Golf (Index 2 507) than with TV show Dr. House (Index 29) or Degrassi (Index 25).
- Use Case : Practical example: TV Schedulling
- -Twitter allows now to target Twitter Id’s. We can generate lists of users that can be targeted. Twitter allows now to target Twitter Id’s. We can generate lists of users that can be targeted. -Interest -Intents -Affinities -Location -What they follow etc… And TV affinitiy and level of engagement to create personas.
- @Seevibes ”+50% of the Canadian population express their interests & preferences on Social Media”