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THE CONTENT CONTINUUM                                  PART ONE   DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS           ...
DIGITAL AGENCIES HAVE IT GOOD                WEB DEVELOPMENT                                  EMAIL      SOCIAL MEDIA     ...
RELEVANT CONTENT MATTERS  THE RIGHT INFORMATION  TO THE RIGHT PERSON  AT THE RIGHT TIME  USING THE RIGHT MEDIUM           ...
REVELANCE RELIESON UNDERSTANDINGHOW DO WE LEARN WHAT’S RELEVANT?
COMMON APPROACHES CLIENT EXPERTISE (OUCH!)           LIMITED (& BIASED)                                              WHAT ...
PERSONASA GREAT TOOL...
PERSONAS...BUT OFTEN BASED ON A GUESS.
GETTING REAL
STATISTICALLY RELIABLE,               UNLIKE FOCUS GROUPSQUANTITATIVE     BASED ON NEEDS AND                  MOTIVATIONS,...
KEY PRINCIPLES  BUILD IT FROM SCRATCH  MULTIPLE RESPONDENT GROUPS  BEST PRACTICES IN SURVEY DEVELOPMENT  SEGMENTS BASED ON...
REAL-LIFE EXAMPLES
ESSCENTUAL BRANDS  HOME FRAGRANCE/DECOR MULTICHANNEL RETAILER  SEGMENTATION INSIGHTS APPLIED TO CONTENT STRATEGY  (WEB, EM...
STERLING COMMERCE  FINANCIAL TECH COMPANY PROVIDING SECURITY FOR BANKING  INDUSTRY  SEGMENTATION APPLIED TO EMAIL PROSPECT...
BEST BUY  110 STORES ADAPTED TO RESPOND TO CUSTOMER SEGMENTS IN  2005  EMPLOYEES TRAINED TO IDENTIFY CUSTOMERS’ SEGMENTS A...
PHOTO: UWE HERMANN     BEST BLOOMS(AN IMAGINARY EXAMPLE)
BEST BLOOMS OVERVIEW  ONLINE AND BRICK & MORTAR  AVERAGE CUSTOMER:    10 PURCHASES/YEAR, $44 EACH    45% ARE FEMALE    ROS...
SEGMENTATION OFFERS   MORE INSIGHT...
GIFTERS    21%                 LOVERS                  36%DECORATORS   23%             LOSERS              20%
LOVERS                         BUY TO SAY THEY CARE                          AVERAGE PURCHASE   $40                       ...
LOSERS                     BUY TO APOLOGIZE                      AVERAGE PURCHASE   $25                       PURCHASES/YE...
DECORATORS                  BUY FOR THEIR HOME                   AVERAGE PURCHASE   $120                    PURCHASES/YEAR...
GIFTERS                          BUY TO IMPRESS                           AVERAGE PURCHASE   $35                          ...
AUDIENCE             REVENUE POTENTIAL                                    LOVERS   GIFTERS                            8%  ...
PICK YOUR TARGETSACQUISITION                        RETENTIONREVENUE POTENTIAL                  LESS REVENUE POTENTIALEASY...
TARGET AUDIENCES                                       RETENTION                         LOVERS        SEGMENTS           ...
WHAT’S IMPORTANT  QUALITY FLOWERS               WYSIWYGLOVERS                        LOSERS  ROSES                        ...
NOW WHAT?   COMPETITIVE AMMUNITION                                  BETTER CONVERSION           NEW PROSPECT SOURCESMETRIC...
THE CONTENT CONTINUUM                  RELIABLE                  INSIGHT                             NEEDS-BASED        ME...
THE CONTENT CONTINUUM, PART TWO   MOTIVATION TO MESSAGE: USING SEGMENTATION TO CREATE A USER-CENTERED CONTENT STRATEGY    ...
QUESTIONS?             SUSAN BAIER      AUDIENCEAUDIT.COMSUSAN@AUDIENCEAUDIT.COM            @SUSANBAIER
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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.

Published in: Technology, Business
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Transcript of "The Content Continuum: Part 1"

  1. 1. THE CONTENT CONTINUUM PART ONE DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS TO DRIVE CLIENTS’ CONTENT STRATEGY SUSAN BAIER AUDIENCE AUDIT INC.
  2. 2. DIGITAL AGENCIES HAVE IT GOOD WEB DEVELOPMENT EMAIL SOCIAL MEDIA MEASURABLE RESULTSPAY-PER-CLICK MULTICHANNEL MARKETING SEO
  3. 3. RELEVANT CONTENT MATTERS THE RIGHT INFORMATION TO THE RIGHT PERSON AT THE RIGHT TIME USING THE RIGHT MEDIUM BRITOPIAN.COM
  4. 4. REVELANCE RELIESON UNDERSTANDINGHOW DO WE LEARN WHAT’S RELEVANT?
  5. 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. 6. PERSONASA GREAT TOOL...
  7. 7. PERSONAS...BUT OFTEN BASED ON A GUESS.
  8. 8. GETTING REAL
  9. 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. 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. 11. REAL-LIFE EXAMPLES
  12. 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. 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. 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. 15. PHOTO: UWE HERMANN BEST BLOOMS(AN IMAGINARY EXAMPLE)
  16. 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. 17. SEGMENTATION OFFERS MORE INSIGHT...
  18. 18. GIFTERS 21% LOVERS 36%DECORATORS 23% LOSERS 20%
  19. 19. LOVERS BUY TO SAY THEY CARE AVERAGE PURCHASE $40 PURCHASES/YEAR 4 # OF RECIPIENTS 2 ANNUAL VALUE $160PHOTO: ROBERT DOISNEAU
  20. 20. LOSERS BUY TO APOLOGIZE AVERAGE PURCHASE $25 PURCHASES/YEAR 12 # OF RECIPIENTS 8 ANNUAL VALUE $300PARAMOUNT PICTURES
  21. 21. DECORATORS BUY FOR THEIR HOME AVERAGE PURCHASE $120 PURCHASES/YEAR 6 # OF RECIPIENTS 1 ANNUAL VALUE $720THENATESHOW.COM
  22. 22. GIFTERS BUY TO IMPRESS AVERAGE PURCHASE $35 PURCHASES/YEAR 26 # OF RECIPIENTS 20 ANNUAL VALUE $910SOUTHLAND BUSINESS NEWS
  23. 23. AUDIENCE REVENUE POTENTIAL LOVERS GIFTERS 8% 21% LOSERS LOVERS 14% 36% GIFTERS 44%DECORATORS 23% DECORATORS LOSERS 34% 20%
  24. 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. 25. TARGET AUDIENCES RETENTION LOVERS SEGMENTS 8% LOSERS 14% GIFTERS 44% DECORATORSACQUISITION 34% SEGMENTS
  26. 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. 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. 28. THE CONTENT CONTINUUM RELIABLE INSIGHT NEEDS-BASED METRICS CONTENT STRATEGY RELEVANT CONTENT
  29. 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. 30. QUESTIONS? SUSAN BAIER AUDIENCEAUDIT.COMSUSAN@AUDIENCEAUDIT.COM @SUSANBAIER
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