@brandbuzz at #NABShow15

KNOW YOUR AUDIENCE, TARGET YOUR IMPACT

Our Agenda 2

Motivating Your Audience State of the Audience

Key Motivators

Research Why Research

Audience Research Tools

Measuring Results

Case Study

MOTIVATING YOUR AUDIENCE 3

Audience is Saavy, Engaged 4

From Passive Content Consumers to Active Content Creators

Consumers are Producers 5

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/

High Volume 6

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 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

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?

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 World

13

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) http://www.socialmediaexaminer.com/photos-

generate-engagement-research/

Video gets twice the social

engagement of text, links

and static images.

(ReelSEO)

15

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

Literally Changing Brains 17

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

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 Already Awesome!

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

Increased Impact

Results You Can Measure

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

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

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

Useful Surveys

Google Form https://docs.google.com/forms/d/1kq

Qt2CTm7y-Fe

The Best Tools Include:

Look/Feel Options

Skip Logic

Easily Shared

Randomization

Website integration

Data Analysis

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/Customers/Donors

Reduce Transaction Costs

Reach Key Demographics

Assess Budget Investments

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 backlinks

Growth rate of fans, followers, and friends

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)

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

CASE STUDY 33

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

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

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@rhedpixel @adryenn @JustinSeeley

QUESTIONS?? 36