moving towards insights-driven strategies
TRANSCRIPT
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Moving Towards Insights-Driven Strategies
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4.75 billion pieces of content are shared/day!!…however…!!
50% of marketers say they don’t have a content strategy
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Ideas without insights are akin to throwing darts in the dark.
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an insights-driven marketing legend
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“Dichter reported that the very simplicity of mixes - just add water and stir - made women feel self-indulgent for using them.”
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“just add an egg”**I should note that though Dichter’s work WAS influential, however, there were other factors reported (like fresh eggs made nicer cakes) - this from Laura Shapiro’s work
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Insight: “Only 4% of women consider themselves beautiful.” Strategy: “To create a world where beauty is a source of confidence and not anxiety.”
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Insight: “Young women start to feel self-conscious about being a woman after they hit puberty, but not before.”!Strategy: “Spread the message that being a girl is something to be celebrated, far beyond puberty.”
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strategic process
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the different kinds of insights + why they matter
what you’re looking for (snorkel/scuba method)
some of the cool tools that will make your job easier.
today you will learn…
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main insightthe three
categories
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1. audience insights
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it’s less about the what, more about the why.
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★ attitudes + behaviors!★ needs, wants + goals!★ life stage!★ level of understanding!★ other brands they follow!★ interests!★ motivations
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whois less about demographics and more about psychographics.
INBOUND15@missrogue[Photo credit: www.opticiantraining.org]
Entire generations of people can’t be lumped into a single category. There is incredible diversity amongst even people the same age, gender, with the same income.
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attitudes and behaviorsattitude: !• a set of emotions, beliefs, and behaviors toward a particular
object, person, thing, or event. • are usually the result of past experiences, lack of past
experience, or outside influence (peer pressure, upbringing, etc).
• determine behavior. • only change when there is an intrinsic motivation to change
them.
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The ABC’s of Attitude
!Affective Component !Behavioral Component!Cognitive Component
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needs, wants, and goals
Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/
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life stage
https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle
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level of understandingbeginner/novice
Vbasic understanding
Vadvanced knowledge
Vexpert
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other brands they followThe idea is pretty straight forward, but why?
1.Who are you ‘competing with’ for audience attention
2.Getting a better understanding of the audience interests and tastes
3.Opens up opportunities for collaborations and/or partnerships
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interestshmmm…that’s
why people unsubscribe when I talk
about fashion.
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motivations• Social currency - “Sharing this will make me look smarter/
cooler/funnier/hipper.”
• Triggers - “I want to share this because it reminds me of something familiar and comfortable.” (relatedness)
• Emotions - “I want to share this because it made me feel something strongly.”
• Public - “I want to share this to belong to a tribe.”
• Practical value - “I want to share this because it’s useful.”
• Stories - “I want to share this because I connected to the story.”
STEPPS…or what stirs them to share?
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2. cultural insights
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the importance of cultureToday’s customer is incredibly sensitive to inauthentic attempts to pander to a community of interest. If you attempt to enter a community without understanding the culture, you will be rejected.!This is much like an anthropological study. Becoming part of the community of interest means that you understand the language, the rules, the leaders, the history, and the trends that are part of that culture.
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what you need to know about culture
1.Influential figures/movement
2.Language & memes
3.Historic & current news
4.Rules & mores
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3. competitor insights
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the competition is…
1.more than just your proxy competition. eg. if you are offering hair straighteners for curly hair, you are also competing with the natural hair movement.
2.anyone your audience pays attention to, spends their money at…adores!
3.apathy, disinterest, cynicism
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Competition for GE Reports?
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what you are looking for1. what are they doing to reach their audience? is it working? what
works? what doesn’t?
2. who is in their audience? is it the same as yours? how well do they connect with this audience?
3. Gaps in what they present and what your audience needs/wants/desires.
4. How you stack up (not only where you are at, but in your capabilities)
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GAP Analysis
SOU
RCES
TOPICS
Primarily
Regulary
Rarely
Never
[via: Contently’s Ultimate Content Strategist Playbook]
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SWOT AnalysisSTRENGTHS WEAKNESSES
strong brand awareness!deep industry expertise
seen as a stale brand!not great quality
OPPORTUNITIES THREATS
connected to industry experts, could collaborate!
we hear our competition is developing a killer product behind the scenes…have to move fast!
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the sweet spot
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snorkel/scubathe
method
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the snorkel/scuba method of researchingMetaphorically, think of it like snorkeling over a huge coral reef. You are trying to cover as much of the reef as possible in a short amount of time. If you see a glimmer of something unique (a sunken ship? a different looking coral? a mermaid?), you’ll want to throw on your scuba gear and dive down to follow your lead.!Every data set is unique, so where you deep dive will always be different. It’s an art as much as a science.
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tools of the tradethe
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gathering the research/data1. customer surveys
2. focus groups
3. observations
4. website data
5. third-party data
6. social media data
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1. audience insights
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Twitter analytics
http://analytics.twitter.com
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Facebook analytics
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Facebook interest graph search
https://www.facebook.com/search/447065328693639/likers/pages-liked
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Google analytics
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StatSocial
http://www.statsocial.com/account/#/my-reports/sample_reports/followers/9224066992169293072/latest/usa/demographics/
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Klear
http://klear.com/profile/HubSpot
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2. cultural insights
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Klear
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StatSocial
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Nexalogy
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other tools1. Neilson
2. Environics
3. Experian
4. Pew Research
5. Mintel
6. Google news
7. Euromonitor
8. scholar.google.com
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3. competitor insights
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Nexalogy
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SimplyMeasured
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Meltwater
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So with all of the tools available to us to glean excellent insights, what are we waiting for?
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questions?
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image creditspage 1. Ed Schipul - https://www.flickr.com/photos/eschipul/431902450/in/faves-92544710@N00/ page 3. Lorinc - https://www.flickr.com/photos/thlorinc/2147203692/page 5. Betty Crocker archivespage 6. (eggs) Bryan Jones - https://www.flickr.com/photos/bwjones/14872666289/page 8. Betty Crocker archivespage 13. Henry Faber - https://www.flickr.com/photos/henryfaber/230444653/in/faves-92544710@N00/page 14. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/page 17. Elizabeth Hahn - www.opticiantraining.org - https://www.flickr.com/photos/128185330@N03/17705922131/in/faves-92544710@N00/ page 19. Michael Verhoef - https://www.flickr.com/photos/nettsu/5197360443/in/faves-92544710@N00/ page 21. @baddiewinkle - https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle page 26. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 30. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/ page 37. Tampax ad from archivespage 41. OZinOH - https://www.flickr.com/photos/75905404@N00/7126147125/in/faves-92544710@N00/ page 43. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 50. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 55. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/