1. The Top 3 Requirements to Improve
Campaign Success
Data is the New “Black”
1 Learn your audience
Right person, right message
Content: One size does not fit all
Usethedatatolearnwhatyouraudiencecaresabout.
WithavirtualethnographyyoulaythefoundationforhighengagementandROIbyaskingtheright
questionsinordertoestablishrelevantconsumersgroupsandidentifyengagementstrategiestokeep
themcomingback.
Thedataknowwhatyouraudiencetalksabout.Useittotargettheright
messagetotherightperson.
Whenwediscoveredthebestwaytospeaktothesethreegroupsof
Formula1fans,ourclientsawahugespikeinengagement.
Thedataalsocantellyouhowyouraudiencelikestobereached,
inwhatformat,andwhere.
Ourpharmaceuticalclientwasabletouncoverthekeytocreatinglarge
communitiessurroundingawellnesstopicrelatedtotheirproduct.
DownloadtheeBooktoreadthefullusecasesmentioned
aboveandlearnhowyoucandelivermoreimpactful
marketingcampaigns.
Greenies
Consumers concerned with the
environment who are attracted to the
Brand’s organic, natural properties
Addicts
Loyalists to the Brand who love to talk
about it and recommend online
Anxious Moms
Mothers concerned primarily with is
the Brand’s prodcuts can/should be
used on their children
Vanity Fairs
T(w)eenage girls discussing the
Brands’s products as beauty
enhancement or maintenance
2
3
• Formula1isagreatexcusetospendtimewithfriends,shareabeverage,
andwatchtherace
• Theoccasionitselfmattersmorethantheraceorraceoutcome
EventExperience/BeingaPartof
• PositionBrandenablesenjoyableevents
• Talkabouttires,oilsandbraking-zonesasthoughitistheonlyelement
ofFormula1thatmatters
• Don’tcarefortheside-linefrivolitiesofchampagneparties,super-yachts
andcelebritieswalkingtheracetrack
• Lovetheoccasionbutwanttoexploretheintricaciesofstrategy,facts,figures
andpitstops
• Appreciateinteractivity,secondscreenoptionsandconnecting
withlike-minds
Nottieddirectlytoaproduct(forunbrandedcampaigns)
Focusingthecampaignmessageoninspiringthecommunityincreases
commitmentandavoidspressuringuserstowardaproduct,thusallowing
themtodiscoveritontheirown
Multi-mediaengagement
Multipleformsofmediaholdsusers’attentionbetterand
keepsthemcomingbackformoreinformationinaneasily
consumableway
Creationofanonlinecommunity
Providingaplaceforindividualstocometogetheraroundthe
sametopicraisesopportunitiesforsharing,visibilityandcommunitybuilding
Reputablepartnerships
Teamingupwithotherbrandsandorganizationsforthebenefitofthe
patientsincreasesvisibilityforall
Engagementthroughcompetition
Utilizingcompetitionsorsweepstakesthatsupportcampaignidealsortopics
encourageuserstoengageinanexcitingway
Todaythereisnoshortageofpubliclyavailable
consumerdata.Theykeyisharnessingthis
"BigData”soyoucandesignmorerelevant
marketingcampaigns.
Belowisanexampleoffourkeypersonaswefoundforamajor
conveniencebeautybrand.
marketingemailsintheUS
forecastfor2013*
838Billion
Copyright©2014SDLplc.AllRightsReserved.Allcompanyproductorservicenamesreferencedhereinarepropertiesoftheirrespectiveowners.
Formoreinformation,
visithttp://www.sdl.com/cxc/social
*source:Forrester
57%
Experience
Enthusiasts
32%
Motorsport
Fans
11%
Performance
Gurus
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