100mph, Stage 1: Listening for Actionable Insights


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Phase 1 of 100mph's process

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100mph, Stage 1: Listening for Actionable Insights

  1. 1. Stage 1: Listening for Actionable Insights
  2. 2. Why aren’t your social listening tools giving you the big insights you thought they would?
  3. 3. Tools don’t create big insights; people do.
  4. 4. Online conversations are abundant with people’s perceptions about: ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Their lifestyles, wants, & needs Your brand and your products & services Your competition
  5. 5. Social listening tools are great at capturing that conversation. They tell you: Sentiment index Conversation volume Trending conversations Top influencers Keyword trends Often, however, these stats are “nice-to-know” but not necessarily actionably insightful.
  6. 6. Through 100mph’s process, we tell you: 1. Why is your brand struggling or succeeding? 2. How can you build deeper relationships with your audience? 3. What are their preconceptions of your brand? 4. Where are the untapped opportunities that can help you achieve your marketing objectives? 5. What kinds of campaigns should you be considering to address these factors?
  7. 7. It comes from our unique approach. We start by listening to you. Before we begin, we sit down with you and your team to understand your brand, your business objectives, and your pain points. We create a listening framework that describes your unique business situation.
  8. 8. And only then do we begin using the tools… …yet we recognize their limitations. Tools cannot deliver crucial qualitative or quantitative insight on their own. They only give us the raw material for the insights - the actual conversations.
  9. 9. We apply the listening framework to the raw conversations. We review thousands of only the most relevant conversations, while applying the lens of your unique business situation. And through this process uncover deep insights on how best to connect your value proposition with your customers.
  10. 10. Comments Mapping the audience journey We gauge precisely when, where, and with what content to engage and influence your audience. With a comprehensive overview of your audiences’ lifecycles, we identify themes & key contributors throughout their media journey.
  11. 11. We determine optimal channel, content, and budget prioritization by stage - across the customer lifecycle. Media spend: 10% 20% 30% Building on our knowledge of the specific media habits and needs at progressing stages throughout the customer lifecycle, we determine the highest-priority media opportunities and content gaps we should fill.
  12. 12. Finally, we inform keyword, content, and ad copy using deep audience insights. Personas, their concerns, & their media habits emerge: Patient $ ! 65%$male$ ! 50%$between$50.75$yrs$ ! 75%$of$talkingis$on$ Facebook$ ! 60%$complain$of$bloa;ng,$ 20%$high$cost$ Audience Profiles$ Caregiver $ ! 75%$female$ ! 50%$between$30.50$yrs$ ! 50%$of$talking$is$on$ Facebook$ ! 60%$feel$helpless$ Healthcare Provider $ ! 55%$female$ ! 50%$between$50.75$yrs$ ! 50%$of$talking$is$on$$ YouTube,$20%$TwiCer$ ! 60%$discuss$therapies,$$ 20%$upcoming$trials$ Relevant audience discussion volume: Identifying customer segments and the stages of their cycle enables us to improve content relevance and ad focus, more effectively responding to the needs of your audiences.
  13. 13. Result: The roadmap needed to guide your brand through the Social Age !
  14. 14. Applying this Methodology to your brand The insights and recommendations we deliver will improve ad placement and content, ensuring messaging is on-target and channel placement will reach your desired in-market audience segments efficiently. ! Through this, your marketing effort will benefit with improved media performance and customer acquisition.
  15. 15. Marketing Insight Activation Process Step #1: Establish the primary and secondary audience, marketing, and brand objectives. Then, apply them to the listening framework. ! Step #2: Carefully review the data through the listening framework, and establish patterns and meaningful themes emerging through the data. ! Step #3: Identify strategic insights and implications for your brand’s approach to engaging and converting the brand’s audience. ! Step #4: Apply the data to determine - by audience segment - ideal messaging, content, advertisements, and placement of each.
  16. 16. We align brand messaging priorities to address comments your prospective customers are voicing online. Audience Segments Themes by Segment Insights Implications Strategic Tactical Application Among the deliverables is a planning document for each audience segment, stage, and their respective messaging, channel, and priority - proactively responding where most likely to influence in-market prospects.
  17. 17. What can we learn about each stage with the in-market audience? Observations uncovered through online discussions What surprises us? What resources will help these people (choose you)?
  18. 18. What perceptions do people have that your brand should leverage or address? Themes by Segment Supporting Facts Insights Segment awareness Segment knowledge-building Segment intent Engagement by digital channel Conversation hotspots Understanding the audience: What’s their decision path? Where do they do research? How can we influence their direction?
  19. 19. How can we do a better job of getting through to them? Insights Implications Issues to discuss in content, by audience Topics to align search ads against, by segment Media channel habits, by segment Communication opportunities, by segment Optimal content, by stage in segment cycle Relevant Content Responsive Messaging Channel Placement Optimal Timing
  20. 20. On-target messaging delivered at the right times over the lifecycle will boost conversion rates. Audience Segments Themes by Segment Insights Implications Strategic Tactical Application Responsive Content Creative Messaging Channel Placement Optimal Timing Respective opportunities and recommended budget allocations will be outlined by segment, by channel, along with their projected traffic and conversion impact.
  21. 21. Thank you for listening. Contact us: brent@100mph.us