webinar using social intelligence to measure sponsorship

Using Social Intelligence to Measure Sponsorship: “Euro 2016”

@Synthesio @DittoLabs

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MEET TODAY’S SPEAKERS

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Julia Kim

VP of Client Services Ditto Labs

Greg Roth

Director of Product Marketing Synthesio

3.2 BILLION PHOTOS ARE SHARED ON SOCIAL MEDIA EVERY DAY. MANY OF THESE PHOTOS CONTAIN VALUABLE INSIGHTS FOR BRANDS.

THE OPPORTUNITY FOR BRANDS

YET, 85% OF BRAND PHOTOS DON’T MENTION THE BRAND IN THE TEXT.

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12%

INSIGHTPHOTO POSTED ONLINE

WHAT MARKETERS ARE MISSING

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IMAGE ANALYSIS CAPABILITIES

SYNTHESIO IMAGE ANALYTICS

By using proprietary computer vision and machine learning, Ditto Labs identifies brands, objects, context, faces and more in social media mentions while Synthesio helps marketers mine visual and text data for insights.

IMAGE ANALYSIS USE CASES

How can marketers use visual social intelligence?

View your brand from the lens of your customer.

Understand how your brand is being used “in the wild.”

Find missed mentions for a more comprehensive picture.

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A FEW BRAND EXAMPLES

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IMAGE ANALYSIS - CONSUMER INSIGHTS

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See the love consumers and fans are giving your brand.

IMAGE ANALYSIS - AUTHENTIC BRAND EXPOSURE

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IMAGE ANALYSIS - INTENTIONAL BRAND EXPOSURE

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Capture all the mentions so they can count toward your overall brand exposure and marketing metrics.

CASE STUDY: UEFA EURO 2016


OFFICIAL SPONSORS RANKED BY PHOTO VOLUME



All sponsors saw a spike in metrics like impressions and engagements during the period of 6/10 - 7/10 with the most engagement around the last 2 weeks of the games.

CLEAR INCREASE IN IMPORTANT METRICS DURING EURO 2016


Visual listening found press, news and advertising mentions that added significantly to sponsorship ROI metrics.

ADVERTISING DRIVES EXPOSURE


When compared with a similar brand, most official sponsors had a significant lead on visual engagements and impressions.

SPONSOR AND SIMILAR BRAND COMPARISONS - ADIDAS


SPONSOR AND SIMILAR BRAND COMPARISONS - CARLSBERG

Heineken released a UEFA branded can, but still did not see the same increase in engagement as an official sponsor.


TEAM AND SPONSOR BRAND AFFINITIES

The top 2 official sponsors appeared as clear brand affinities for the teams playing in the finals, but Emirates made a surprise appearance.


BRANDING ON APPAREL

Branding and logo placement is important from a visual perspective and getting noticed on social.


OTHER POPULAR BRAND PLACEMENT

Visual mentions appeared most often in stadiums, bars and screenshots of scores in addition to apparel.


BEST EXAMPLE OF SPONSORSHIP FROM VISUAL PERSPECTIVE

Carlsberg won in terms of creativity and range of brand placement.


CREATIVITY COUNTS

Carlsberg extended their branding with in bar placements.


Snapchat was a popular social channel for people posting photos about the teams, especially the French national football team, and sponsors.

SNAPCHAT AS A SOCIAL CHANNEL FOR MARKETING

GREG ROTH SYNTHESIO


Greg Roth


BRAND SNAPSHOT: JUNE 16 - JULY 16


HOW DID THEY FARE AGAINST THE COMPETITION FOR THE SAME TIME PERIOD?


A CLOSER LOOK AT BRAND IMPACT: GOOGLE SEARCH TRENDS


A CLOSER LOOK AT BRAND IMPACT


A CLOSER LOOK AT BRAND IMPACT: GOOGLE SEARCH TRENDS


SPONSORSHIP IMPACT SCORECARD: DETAILS


SPONSORSHIP IMPACT SCORECARD: INSIGHT


SPONSORSHIP IMPACT SCORECARD: OVERALL GROWTH


KEY TAKEAWAYS


Spending on sponsorships for events with broad exposure is worth every penny and can be measured.

Brands should be creative to win; think coasters, not just posters.

With more consumers using photos in social channels, Marketers can’t ignore the importance of visual listening in conjunction with text-based social intelligence.

Q&A – ASK US ANYTHING!


Julia Kim

VP of Client Services Ditto Labs

Greg Roth


Understand Visual Social Intelligence

SERVICE CUSTOMER NEEDS IN REAL TIME

@Synthesio @DittoLabs

Join the conversation using #synthesiolive

webinar using social intelligence to measure sponsorship

Data & Analytics