DIGITAL TRENDS & DISRUPTION...Test lookalike social advertising models based upon evidenced...
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Transcript of DIGITAL TRENDS & DISRUPTION...Test lookalike social advertising models based upon evidenced...
D I G I TA L T R E N D S & D I S R U P T I O N
H O W B R A N D S A R E A D A P T I N G T O R E A P T H E R E W A R D S
Anneli Ritari-Stewart, Client Partner
@anneliritari
We are all publishers…..
Consumer Behaviour is Changing
0%
10%
20%
30%
40%
50%
60%
70%
80%
Trigger Research Purchase
Smartphone
Tablet
Laptop
Desktop
Source: IAB mobile research
Rise of the Digital Native
Source: Digital Natives Research PwC 2013
Connecting
Brands
with People
Digital behaviour, is just people in disguise
Actionable Audience Insight - The approachTurn this Into this
messy,
tangled,
unstructured
UNUSEABLE
SOCIAL DATA
structured,
functional,
practical
USEABLE
PEOPLE INSIGHTS
Comprehensive analysis of an unprompted social focus group scale
to segment & understand who they truly are, what interests them,
how they consume, share and engage with content.
Audience Mapping.
What platforms can we get data from?
LinkedIn Facebook Flickr Foursquare Google Plus Instagram
PinterestBlogs &
forums Twitter Tumblr Vimeo YouTube
Brandwatch Sysomos
Visible
Intelligence
Radian6
Listening ToolsInsights & APIs Customer data
Any web content
What can we achieve?
Produce real world audience
segmentation based upon
unprompted digital behaviour
Identify digital data sharing opportunities
& media partners with appropriate brands
& product the audience have an affinity
with
Test lookalike social advertising
models based upon evidenced
behaviours, customer value & interests
Optimised e-mail, SEO & comms content.
As we’ll already understand what content
formats, themes & platforms the audience
engages with
Optimised retention offers & activity with
brands and offers the audience react to
through sharing & interacting with them
Improved segmentation
Optimised Social Ads
Higher Content Interaction
More Effective Media Partnerships
Higher Retention Rates
Newsroom Engagement
Identify key shifts in your audience for
newsroom engagement & surprise &
delight activity
Audience – BUPA Case Study
Match Mine Analyse
Matching e-mail to Social profiles
& identify brand-connected
audience
Mine social profiles for
data & enrich dataset
Make sense of the
unstructured dataset
“Establish SEO opportunities for BUPA
International though Audience Mapping”
Bupa Global – Audience Insights Display Performance
Delivering greater audience engagement and participation
Connecting Brands with People
Brands that use a ‘Publishing Strategy’
Recently launched make up and beauty branded products with vloggers – Tanya Burr and Zoella.
Superdrug
Fashion Beauty and Lifestyle vlogger. make-up and
fashion channel on YouTube
Beauty Blogger
3,110,622 Instagram followers
Tanya Burr
Zoella
Premier Inn
Great British Stories
Research
Demand – Search Volumes & Trip AdvisorAudience profile – defining & understanding
what is interesting to them
Content & Outreach
Premier Inn - Results
Visits
+3,167%
Site Rankings
+6 on average
Targeted Hotels vs. Non-targeted Hotels
Revenue+275%
This is nothing new…
But it is happening faster
1 Million in 2 years 15 Million in 8 months
What’s the answer?
Agility Ability Creativity
Astra Zeneca - DIG
