091023 Intent Is The New Demographic

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Intent-driven communication Intent of our audience is the most important factor when developing an engagement strategy Traditionally, we were able to target our messages based on very defined demographic data points around age, gender, geography, etc., but recently we’ve seen online behaviors start to look more and more similar across audiences. This is backed up by economic trends in the developed world, not withstanding the current recession, consumers are better off and have more choice than they have ever had before. We have to understand what our audiences are looking to achieve online – what is motivating them to visit a site, to interact, and to share with others. What are our audiences seeking to achieve at each and every moment of their digital day?

Intent – determine intersection of user intent and business goals. Intent drives query in a search engine or specific site/nicheQuery results are based on content and conversation, and both can be influenced and shapedQuery - query is the gateway to conversation – site content, SEO, linking strategies, online conversionQuery leads to a destinationUsers evaluate multiple destinations before choosing to engageWe can either create destinations or relate with existing destinations through blogger and community outreach or social networkingDestination – site | content creation, blogger outreach, social networkingThrough social media, each user influences the next as he or she travels along the path from intent to interactionBy delivering valuable messages and shareable experiences that relate directly to user intent, we can spark users to extend the reach of a message through their own social networksInteraction – meaningful – makes the media social

Relationship building: Foster relationships with online influencers around shared intentContent creation:Provide users with tools and information that addressuser intentSocial Media Optimisation: ‘Socialise’ content for discoverability, share-ability, and interactivityDestination development: Create unique destinations focused around commonuser intentIntranet 2.0: idea generation, knowledge sharing, connectivity, culture sharing,

BenchmarkingShare-of-voiceSentiment, favorabilitySearch rankingsWeb traffic dataOngoing MeasurementOptimize outreachEnhance user experienceGauge our impactIdentify opportunities

Situation As the category leader in treating CML, a form of Leukemia, Novartis wanted to provide a needed tool for patients to share, support and connect with each otherStrategy Develop an online tool specifically dedicated to the global CML community allowing members to build profiles, share unique stories, search profiles and make direct connections to other patients from around the worldResults Beta launch of global community with ‘endorsement‘ of over one hundred patient group representatives from around the world

Raise awareness of malaria and the MDGHighlight work that has been done by partnersEncourage consumers to show political support for the Global Malaria Action Plan

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091023 Intent Is The New Demographic - Presentation Transcript

Intent is the new demographic
Ged Carroll: director, digital strategies
Who On Earth Am I?
In this presentation
What drives social media?
Intent is the new demographic
Intent into interaction
7 strategies for online engagement
What about measurement?
Case studies
Strength for Caring
CML Earth
World Malaria Day
Love is Respect
What drives social media?
Intent-driven communication
Intent driven
Content driven
Controlled message
Open conversation
Public Relations
Social Media
Advertising
User querydriven by
needdesirepassionwhimcuriosity
Content-drivenvia intermediary
newstrendsinformationeducationentertainment
Push Messaging driven by
agegenderraceincomegeography
Intent is the new demographic
Intent into interaction
7 strategies for online engagement
Engagement ‘Menu’
RelationshipBuilding
ContentCreation
DestinationDevelopment
Social MediaOptimisation
1
Invite users into your space
2
Journey into the user’s space
3
Create new spaces: Digital Communities
4
Blogger Outreach
5
Social Media Ambassadors
6
Intranet 2.0
7
SocialiseContent
Content must resonate with User Intent
Messages must come from Trusted Voices
Engagement must include TransparencyandFeedback
What about measurement?
Benchmark
Ongoing measurement
RoE (return-on-engagement)
Lay of the land, set campaign goals
Optimise campaign, spot opportunities
Flaunt our awesomeness
One more word about measurement
Holistic
Strength for caring
CML Earth
World Malaria Day
Love is respect
Liz Claiborne wanted to engage teens, parents, and communities in their campaign to raise awareness of teen dating abuse
Bring campaign content, including videos, information and user-generated content, to popular social networking
Webby Award-winning campaign created thousands of teen advocates igniting conversations and communities across facebook, myspace and YouTube
Questions
Thank you for listening
http://ruderfinn.co.uk| http://renaissancechambara.jp | @r_c