Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
@brandbuzz at #NABShow15
KNOW YOUR AUDIENCE, TARGET YOUR IMPACT
Our Agenda2
Motivating Your Audience
¤ State of the Audience
¤ Key Motivators
Research
¤ Why Research
¤ Audience Resea...
MOTIVATING YOUR AUDIENCE
3
Audience is Saavy, Engaged4
From Passive Content Consumers to Active Content Creators
Consumers are Producers5
Explosion of online tips and training for digital storytelling tools,
including graphic design, p...
High Volume6
Data Compilation via
Quora from Domo
http://
www.domo.com/learn/
data-never-sleeps-2
On the Move
¤ Mobile video views up 400% in last
2 years (ReelSEO)
¤ Mobile overtakes desktop in 2014
¤ Share of time w...
Every mobile phone or tablet user is a potential consumer of
your stories, any time, any where.
Content needs to be optimi...
How Motivation Works
Behavioral Environmental
Personal
Bandura Social
Learning
Theory
Environmental
Behavioral
Skills
Practice
Self-Efficacy
Personal
How Motivation Works
Personal
Behavioral
Environmental
Social Norms
Ability to Change
Access
How Motivation Works
Behavioral
Environmental Personal
Knowledge
Expectations
Attitudes
How Motivation Works
Key Motivators
Join the Club
Get Control
Get Smarter
Gain Respect
Save Time
Reinvent Myself
Change my Community
Change the...
Success of Click-Bait
Hyper-targeting
Headline Promise
Deliver on Promise
14
Images Drive Engagement
On Facebook, a photo gets
87% interaction rate from
fans vs. 4% for other
content (eMarketer, 2014...
Human Stories Resonate
Hollywood is now tapping documentaries for
narrative film content (Interstellar, Selma) because
the...
Literally Changing Brains17
New study shows increased oxytocin levels, increasing our
feelings of connection, when we enga...
AUDIENCE RESEARCH
18
Top Myths About Research
It’s Easy
It’s Hard
It Wastes Time
It Costs Too Much
“We Know Our Audience”
This Concept is Alrea...
Why Research
Understand audience segments and their triggers
“One size” will not fit all
Why Research
Don’t Waste Time & Money on the Wrong Concept
Right Version for Right Audience
Return Clients, Happy Bosses
I...
What Do We Need to Know?
What “baggage” does audience bring to our content?
¤ Knowledge, Attitudes and Expectations
How d...
How Do We Ask?
Blind Studies
Pre/Post Tests
Small Surveys*
Focus Groups
Interviews
Competitive Analysis
Secret Shopper
*be...
Survey Tools
¤ http://kwiksurveys.com/
¤ http://www.google.com/drive/apps.html#forms
¤ www.surveymonkey.com
¤ http://w...
Useful Surveys
Google Form https://
docs.google.com/forms/d/
1kqQt2CTm7y-Fe
The Best Tools Include:
Look/Feel Options
Skip...
MEASURING RESULTS
26
Set Outcomes Measures Before Launch
#1 Rule of Measuring Impact
27
Why Measure Impact?
Build Brand Loyalty
Increase Meeting/Event Attendance
Sell Stuff
Build Community
Support Members/Custo...
Likes
• Applause
Shares
Amplification
Conversions
Change
Social Media Measures
Applause Measures
Asset popularity (e.g., if several videos are available
to embed, which is used more)
Number of backlink...
Amplification Measures
Brand mentions
Brand loyalty (shares, re-shares)
Buzz by stage in purchase funnel (e.g., researchin...
Conversion Measures
Which keywords lead to the most conversions
Engagement (Comments)
Visitor Loyalty (Recency)
Revenues/P...
CASE STUDY
33
Case Study: #MakeitHappen
Microsoft #MakeitHappen
campaign Dec 1- 31, 2014 for
Lumia product
All resolutions laid out/shar...
Outcomes So Far
Feature photos and stories on Microsoft
website branded as “Do What You Love
with Lumia” http://www.micros...
Tweet about this session with @brandbuzz
@rhedpixel @adryenn @JustinSeeley
QUESTIONS??
36
Upcoming SlideShare
Loading in …5
×

Knowing Your Audience | NABSHOW 2015 Social Media Symposium

524 views

Published on

  • Be the first to comment

  • Be the first to like this

Knowing Your Audience | NABSHOW 2015 Social Media Symposium

  1. 1. @brandbuzz at #NABShow15 KNOW YOUR AUDIENCE, TARGET YOUR IMPACT
  2. 2. Our Agenda2 Motivating Your Audience ¤ State of the Audience ¤ Key Motivators Research ¤ Why Research ¤ Audience Research Tools ¤ Measuring Results Case Study
  3. 3. MOTIVATING YOUR AUDIENCE 3
  4. 4. Audience is Saavy, Engaged4 From Passive Content Consumers to Active Content Creators
  5. 5. Consumers are Producers5 Explosion of online tips and training for digital storytelling tools, including graphic design, podcasting, photography, and video: ¤ www.Lynda.com ¤ www.adorama.com/ALC/category/AdoramaTV ¤ https://vimeo.com/videoschool ¤ https://hackdesign.org/ ¤ www.Piktochart.com ¤ http://storycorps.org/great-questions/ ¤ http://mashable.com/2011/03/25/podcasting-tips/
  6. 6. High Volume6 Data Compilation via Quora from Domo http:// www.domo.com/learn/ data-never-sleeps-2
  7. 7. On the Move ¤ Mobile video views up 400% in last 2 years (ReelSEO) ¤ Mobile overtakes desktop in 2014 ¤ Share of time watched for videos 1–3 minutes long highest ever at 22% ¤ 5x Engagement rate on mobile ¤ People check in via Mobile, get updates, watch trailers and then switch to larger devices for longer viewing Comscore survey,8/2014
  8. 8. Every mobile phone or tablet user is a potential consumer of your stories, any time, any where. Content needs to be optimized for smaller screens. Every mobile device user is also a content creator, contributing their own stories to their communities. You have hundreds of potential channels and champions. And lots of competition. What This Means for Content Producers?
  9. 9. How Motivation Works Behavioral Environmental Personal Bandura Social Learning Theory
  10. 10. Environmental Behavioral Skills Practice Self-Efficacy Personal How Motivation Works
  11. 11. Personal Behavioral Environmental Social Norms Ability to Change Access How Motivation Works
  12. 12. Behavioral Environmental Personal Knowledge Expectations Attitudes How Motivation Works
  13. 13. Key Motivators Join the Club Get Control Get Smarter Gain Respect Save Time Reinvent Myself Change my Community Change the World 13
  14. 14. Success of Click-Bait Hyper-targeting Headline Promise Deliver on Promise 14
  15. 15. Images Drive Engagement On Facebook, a photo gets 87% interaction rate from fans vs. 4% for other content (eMarketer, 2014) http://www.socialmediaexaminer.com/photos-generate- engagement-research/ Video gets twice the social engagement of text, links and static images. (ReelSEO) 15
  16. 16. Human Stories Resonate Hollywood is now tapping documentaries for narrative film content (Interstellar, Selma) because they know real stories sell. Twitter just launched native video hosting for hi-res content (up to 10 mins mp4 or mov files) 16
  17. 17. Literally Changing Brains17 New study shows increased oxytocin levels, increasing our feelings of connection, when we engage with a strong personal narrative on screen Creating “Narrative Transportation” ¤ Empathy ¤ Proximity to content ¤ Identification with characters ¤ Emotions experienced
  18. 18. AUDIENCE RESEARCH 18
  19. 19. Top Myths About Research It’s Easy It’s Hard It Wastes Time It Costs Too Much “We Know Our Audience” This Concept is Already Awesome!
  20. 20. Why Research Understand audience segments and their triggers “One size” will not fit all
  21. 21. Why Research Don’t Waste Time & Money on the Wrong Concept Right Version for Right Audience Return Clients, Happy Bosses Increased Impact Results You Can Measure
  22. 22. What Do We Need to Know? What “baggage” does audience bring to our content? ¤ Knowledge, Attitudes and Expectations How do social and cultural norms for audience segments differ? What skills do they already have or want to improve? What gives them confidence? What kinds of characters do they most identify with? ¤ Whether real or fictional
  23. 23. How Do We Ask? Blind Studies Pre/Post Tests Small Surveys* Focus Groups Interviews Competitive Analysis Secret Shopper *beware the trend towards irrelevant data sets Phone Research Pre and Post Interviews Website Polls Feedback Forms Online Surveys Exit Surveys
  24. 24. Survey Tools ¤ http://kwiksurveys.com/ ¤ http://www.google.com/drive/apps.html#forms ¤ www.surveymonkey.com ¤ http://www.zoomerang.com/ ¤ http://www.surveygizmo.com/ ¤ http://polldaddy.com/ ¤ http://www.formsite.com/ ¤ www.constantcontact.com
  25. 25. Useful Surveys Google Form https:// docs.google.com/forms/d/ 1kqQt2CTm7y-Fe The Best Tools Include: Look/Feel Options Skip Logic Easily Shared Randomization Website integration Data Analysis
  26. 26. MEASURING RESULTS 26
  27. 27. Set Outcomes Measures Before Launch #1 Rule of Measuring Impact 27
  28. 28. Why Measure Impact? Build Brand Loyalty Increase Meeting/Event Attendance Sell Stuff Build Community Support Members/Customers/Donors Reduce Transaction Costs Reach Key Demographics Assess Budget Investments
  29. 29. Likes • Applause Shares Amplification Conversions Change Social Media Measures
  30. 30. Applause Measures Asset popularity (e.g., if several videos are available to embed, which is used more) Number of backlinks Growth rate of fans, followers, and friends
  31. 31. Amplification Measures Brand mentions Brand loyalty (shares, re-shares) Buzz by stage in purchase funnel (e.g., researching vs. deciding to attend vs. post-purchase)
  32. 32. Conversion Measures Which keywords lead to the most conversions Engagement (Comments) Visitor Loyalty (Recency) Revenues/Purchases Changed Behavior (ex: changed driving routes w/ Waze) Increased Knowledge New Attitudes Self-Efficacy
  33. 33. CASE STUDY 33
  34. 34. Case Study: #MakeitHappen Microsoft #MakeitHappen campaign Dec 1- 31, 2014 for Lumia product All resolutions laid out/shared graphically People shared 31 resolutions in 31 days 34 Make it Easy Return Shareable Content
  35. 35. Outcomes So Far Feature photos and stories on Microsoft website branded as “Do What You Love with Lumia” http://www.microsoft.com/ en-gb/mobile/experiences/people/ Microsoft created photo montage in embedded YouTube video on website https://www.youtube.com/watch? v=y_k8IHRNOl0 (1.26M views and counting) Winners of contest get free stuff. Conversions/sales??? 35
  36. 36. Tweet about this session with @brandbuzz @rhedpixel @adryenn @JustinSeeley QUESTIONS?? 36

×