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SMiB09 Ged Carroll


Intent is the New Demographic …

Intent is the New Demographic
Ged Carroll (RuderFinn) - Traditional marketing segmentation is proving of limited value in modern times, however the web and social media allows to think about a new demographic that of consumer intent.

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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


  • 1. Intent is the new demographic
    Ged Carroll: director, digital strategies
  • 2. Who On Earth Am I?
  • 3. 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
  • 4. What drives social media?
    Intent-driven communication
  • 5. Intent driven
    Content driven
    Controlled message
    Open conversation
    Public Relations
    Social Media
    User querydriven by
    Content-drivenvia intermediary
    Push Messaging driven by
    Intent is the new demographic
  • 6. Intent into interaction
  • 7. 7 strategies for online engagement
    Engagement ‘Menu’
    Social MediaOptimisation
    Invite users into your space
    Journey into the user’s space
    Create new spaces: Digital Communities
    Blogger Outreach
    Social Media Ambassadors
    Intranet 2.0
    Content must resonate with User Intent
    Messages must come from Trusted Voices
    Engagement must include TransparencyandFeedback
  • 8. What about measurement?
    Ongoing measurement
    RoE (return-on-engagement)
    Lay of the land, set campaign goals
    Optimise campaign, spot opportunities
    Flaunt our awesomeness
  • 9. One more word about measurement
  • 10. Strength for caring
  • 11. CML Earth
  • 12. World Malaria Day
  • 13. 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
  • 14. Questions
  • 15. Thank you for listening | | @r_c