The Content Continuum: Part 1

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Susan Baier of Audience Audit in part one of a two-part webinar on audience segmentation and how it informs content strategy.

Susan Baier of Audience Audit in part one of a two-part webinar on audience segmentation and how it informs content strategy.

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  • 1. THE CONTENT CONTINUUM PART ONE DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS TO DRIVE CLIENTS’ CONTENT STRATEGY SUSAN BAIER AUDIENCE AUDIT INC.
  • 2. DIGITAL AGENCIES HAVE IT GOOD WEB DEVELOPMENT EMAIL SOCIAL MEDIA MEASURABLE RESULTSPAY-PER-CLICK MULTICHANNEL MARKETING SEO
  • 3. RELEVANT CONTENT MATTERS THE RIGHT INFORMATION TO THE RIGHT PERSON AT THE RIGHT TIME USING THE RIGHT MEDIUM BRITOPIAN.COM
  • 4. REVELANCE RELIESON UNDERSTANDINGHOW DO WE LEARN WHAT’S RELEVANT?
  • 5. COMMON APPROACHES CLIENT EXPERTISE (OUCH!) LIMITED (& BIASED) WHAT THEY BUY DOESN’T TRANSACTION DATA TELL YOU WHY THEY BUY CLICK DATA (SAME WITH CLICKING) DON’T EXPLAIN PURCHASE DEMOGRAPHICS/PSYCHOGRAPHICS MOTIVATION, NOT CUSTOMIZED FOCUS GROUPS NOT STATISTICALLY RELIABLE
  • 6. PERSONASA GREAT TOOL...
  • 7. PERSONAS...BUT OFTEN BASED ON A GUESS.
  • 8. GETTING REAL
  • 9. STATISTICALLY RELIABLE, UNLIKE FOCUS GROUPSQUANTITATIVE BASED ON NEEDS AND MOTIVATIONS, NOTATTITUDINAL DEMOGRAPHICS OR PAST PURCHASE BEHAVIORAUDIENCE YOURS! (NOBODY ELSE’S)SEGMENTATION MULTI-FACETED, DIFFERENTIATED GROUPS
  • 10. KEY PRINCIPLES BUILD IT FROM SCRATCH MULTIPLE RESPONDENT GROUPS BEST PRACTICES IN SURVEY DEVELOPMENT SEGMENTS BASED ON ATTITUDES/NEEDS DON’T PRE-DETERMINE YOUR SEGMENTS! STATISTICAL RELIABILITY BE OPEN TO THE GOOD, BAD & UGLY
  • 11. REAL-LIFE EXAMPLES
  • 12. ESSCENTUAL BRANDS HOME FRAGRANCE/DECOR MULTICHANNEL RETAILER SEGMENTATION INSIGHTS APPLIED TO CONTENT STRATEGY (WEB, EMAIL, PPC, SEO) RESULTS: ONLINE REVENUE +500% IN ONE YEAR SALES FROM ORGANIC SEARCH MORE THAN DOUBLED PPC CAMPAIGN GENERATED 500% ROI CUSTOMER FILE GREW FROM 1,500 TO 20,000 AUDIENCEAUDIT CLIENT
  • 13. STERLING COMMERCE FINANCIAL TECH COMPANY PROVIDING SECURITY FOR BANKING INDUSTRY SEGMENTATION APPLIED TO EMAIL PROSPECTING ADDRESSED RECIPIENT MOTIVATION VS. COMPANY DEMOGRAPHICS RESULTS: 4X BETTER LEAD-GENERATION RESPONSE (OPENS) 1.2X BETTER CONVERSION SOURCE: MARKETING SHERPA
  • 14. BEST BUY 110 STORES ADAPTED TO RESPOND TO CUSTOMER SEGMENTS IN 2005 EMPLOYEES TRAINED TO IDENTIFY CUSTOMERS’ SEGMENTS AND CUSTOMIZED THEIR APPROACH RESULTS: 85% PROFIT GAIN IN FIRST QUARTER AFTER LAUNCH CONVERTED STORES 2X THE SALES GAINS VS. CONTROL IN FIRST 3 MONTHS SOURCE: MICROSOFT DYNAMICS
  • 15. PHOTO: UWE HERMANN BEST BLOOMS(AN IMAGINARY EXAMPLE)
  • 16. BEST BLOOMS OVERVIEW ONLINE AND BRICK & MORTAR AVERAGE CUSTOMER: 10 PURCHASES/YEAR, $44 EACH 45% ARE FEMALE ROSES #1, FOLLOWED BY SEASONAL ARRANGEMENTS 68% SHIP TO ANOTHER ADDRESS
  • 17. SEGMENTATION OFFERS MORE INSIGHT...
  • 18. GIFTERS 21% LOVERS 36%DECORATORS 23% LOSERS 20%
  • 19. LOVERS BUY TO SAY THEY CARE AVERAGE PURCHASE $40 PURCHASES/YEAR 4 # OF RECIPIENTS 2 ANNUAL VALUE $160PHOTO: ROBERT DOISNEAU
  • 20. LOSERS BUY TO APOLOGIZE AVERAGE PURCHASE $25 PURCHASES/YEAR 12 # OF RECIPIENTS 8 ANNUAL VALUE $300PARAMOUNT PICTURES
  • 21. DECORATORS BUY FOR THEIR HOME AVERAGE PURCHASE $120 PURCHASES/YEAR 6 # OF RECIPIENTS 1 ANNUAL VALUE $720THENATESHOW.COM
  • 22. GIFTERS BUY TO IMPRESS AVERAGE PURCHASE $35 PURCHASES/YEAR 26 # OF RECIPIENTS 20 ANNUAL VALUE $910SOUTHLAND BUSINESS NEWS
  • 23. AUDIENCE REVENUE POTENTIAL LOVERS GIFTERS 8% 21% LOSERS LOVERS 14% 36% GIFTERS 44%DECORATORS 23% DECORATORS LOSERS 34% 20%
  • 24. PICK YOUR TARGETSACQUISITION RETENTIONREVENUE POTENTIAL LESS REVENUE POTENTIALEASY TO PLEASE HARDER TO PLEASEYOU CAN WIN VS. THE COMPETITION YOU CAN’T BEAT THE COMPETITIONGO GET MORE! KEEP THOSE YOU HAVE
  • 25. TARGET AUDIENCES RETENTION LOVERS SEGMENTS 8% LOSERS 14% GIFTERS 44% DECORATORSACQUISITION 34% SEGMENTS
  • 26. WHAT’S IMPORTANT QUALITY FLOWERS WYSIWYGLOVERS LOSERS ROSES SAME-DAY AVAILABILITY DRAMATIC PRESENTATION VARIETY CONSISTENCY PRICEDECORATORS GIFTERS DECOR-FRIENDLY APPEARANCE SIGNIFICANCE & SCENT SEASONAL ARRANGEMENTS DECORATIVE PACKAGING INSPIRATION RETURN POLICY
  • 27. NOW WHAT? COMPETITIVE AMMUNITION BETTER CONVERSION NEW PROSPECT SOURCESMETRICS BY SEGMENT SMARTER SEO TARGETED EMAILS BETTER PPC RESULTS RELEVANT MESSAGING IMPROVED CUSTOMER PRODUCT DEVELOPMENT SATISFACTION
  • 28. THE CONTENT CONTINUUM RELIABLE INSIGHT NEEDS-BASED METRICS CONTENT STRATEGY RELEVANT CONTENT
  • 29. THE CONTENT CONTINUUM, PART TWO MOTIVATION TO MESSAGE: USING SEGMENTATION TO CREATE A USER-CENTERED CONTENT STRATEGY JANUARY 26, 2011 SARA WACHTER-BOETTCHER DIRECTOR OF INTERACTIVE CONTENT & MARKETING STRATEGY OFF MADISON AVE
  • 30. QUESTIONS? SUSAN BAIER AUDIENCEAUDIT.COMSUSAN@AUDIENCEAUDIT.COM @SUSANBAIER