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.

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.

6. DIGITAL - SOCIAL
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

15. Multiscreen behaviour is mainstream

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%

19. MEDIA INTEGRATION
WITH
SOCIAL

20. Alcohol Brand Sponsoring a Gig

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