How social segments can improve your marketing impact, presented by David Rabjohns

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SOCIALMEDIA.ORG/SUMMIT2014 ORLANDO OCTOBER 27–29, 2014 How social segments can improve your marketing impact DAVID RABJOHNS MOTIVEQUEST

Transcript of How social segments can improve your marketing impact, presented by David Rabjohns

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How social segmentscan improve yourmarketing impactDAVID RABJOHNSMOTIVEQUEST

How$$SOCIAL$SEGMENTS$

can$improve$your$$MARKETING$IMPACT.$

$Socialmedia.org$October$$2014$

$

MICRO-MARKETING

A new approach to growth

DAIRY PRODUCTS SENTIMENT BY CONSUMER MINDSET

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

A mother A cook A woman witha condition

A healthywoman

A fit woman A woman on adiet

Net

Sen

timen

t Cheese

Milk

Yogurt

People feel differently about cheese in different contexts – MICRO SEGMENTATION

MODERN MARKETING …for the first time…you can actually get to markets that you never could before. Mark Addicks, CMO, General Mills

MICRO SEGMENTATION + MODERN MARKETING = MICRO-MARKETING

MICRO-MARKETING

In simple English…

Identify passion Talk to it

2 Examples

3 Tips

1 Major shift

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Nike’s traditional ad budget was reduced by 40% between ‘09-’12

http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

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“Nike is going where its customer is…online communities...to interact even more closely with its consumers.”  Mark Parker, CEO, Forbes

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Community engagement Product buzz Software relationships

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It’s working for them, as Traditional spend has gone down revenue has gone up.

http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

Kraft used this insight build a $200m new beverage brand in three years?

hIp://www.chicagonow.com/markeMngNstrategist/2013/02/kraQsNbreakthroughNinnovaMonNwithNmioNmarkeMngNtoNmillennials/$$

But how can you do it?

NOT

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Our interests and passions are contextual not demographic

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ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK

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ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK

GENERAL$HEALTH$

$2.9$million$

conversaMons$

OBESITY$$$

700,000$conversaMons$

CANCER$$$

900,000$conversaMons$

CROHN’S$&$COLITIS$

$200,000$

conversaMons$

MULTIPLE$SCLEROSIS$

$175,000$

conversaMons$

DIABETES$$$

450,000$conversaMons$

FIBROMYALGIA$$$

100,000$conversaMons$

HEPATITIS$$$

100,000$conversaMons$

RA$&$ARTHRITIS$

$50,000$

conversaMons$

GI$&$$CELIAC$

$120,000$

conversaMons$

CARDIAC$$$

35,000$conversaMons$

CYSTIC$FIBROSIS$

$25,000$

conversaMons$

ASTHMA$&$ALLERGIES$

$35,000$

conversaMons$

LUPUS$$$

20,000$conversaMons$

PSORIASIS$$$

12,000$conversaMons$

HEALTH$&$MEDICAL$

$6$million$

conversaMons$

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LASSO PASSION

A BRAND IN A PICKLE

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NICHES Cooks, food-lovers, and dieters dominate pickle interest, but fitness buffs are a strong presence too.

PICKLE PASSION – COMMUNITIES THAT GENERATE PICKLE-TALK: 11/2009-10/2010

SHA

RE

OF

PIC

KLE-

TALK

31.5%

13.0%

10.5% 10.4%

7.8%

5.3% 4.8% 4.2% 3.6% 3.6% 2.7% 2.7%

0%

10%

20%

30%

40%

Source: Pickle Conversations – 11/2009-10/2010

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STORIES People talk about the many ways they have found to use pickles

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PICKLE PASSION Much broader than expected

53.9%

22.4% 21.4%

10.7%9.2% 9.1%

0%

10%

20%

30%

40%

50%

60%

Recipes (food) Recipes (drink) Drinking itstraight

Fitness & health Pregnancycravings

Frugality (re-usability)

PICKLE JUICE THEMES: 11/2009-10/2010

SHA

RE

OF

PIC

KLE

JUIC

E D

ISC

USS

ION

Source: Pickle Conversations – 11/2009-10/2010

Pickle juice is fun to talk about because it is a veritable Swiss Army Knife, full of hidden and surprising uses.

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SOCIAL FUEL A catalyst for idea sharing

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FACEBOOK New ideas

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YOU TUBE Educational medium

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RESULTS

Grew Facebook audience x25 in 4 months

Attracted 1M viewers in the first month of their YouTube campaign

Generated twice the payback using social media vs traditional advertising.

Claussen’s market share grew 0.4 share points while competitors declined 0.8.

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“Stop demanding the web conform to your desire for mass—and instead realize that mattering a lot to a few people is worth far more than mattering just a little to everyone.”

SETH GODIN

29 ©MOTIVEQUEST 10/26/14 GREEK GROWTH

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YOGURT STORIES One of the interesting findings is how specific the stories are that yogurt consumers are sharing in the online space.

Source: All Yogurt Conversation 3/1/2012 – 2/28/2013

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SOURCES The context changes the action drivers.

WeightWatchers.com – 1

CalorieCount.com – 4

MarksDailyApple.com – 7

3FatChicks.com – 14

LowCarbFriends.com – 20

TheBump.com – 3

Baby-Gaga.com – 6

WhatToExpect.com – 8

BabyAndBump.com – 9

Mothering.com – 19

BodyBuilding.com – 4

RunnersWorld.com – 12

HealingWell.com – 17

WholeFoodsMarket.com – 11

ChowHound.com – 14

DIETING PARENTING

FITNESS/TRAINING COOKING

Note: The number to the right of the site is the contributing rank of yogurt conversation.

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YOGURT STORY TELLERS Given yogurt topics, sources of conversation and a lack of overlapping conversation, we can identify different profiles of yogurt storytellers.

DIETERS PARENTS

ATHLETES FOODIES

“Your best bet, low cal wise, is going to be low fat or fat free plain greek yogurt. The only sugar in it will be the natural sugar found in dairy. You can dress it up with a bit of fruit if you need some sweet.” Source: http://caloriecount.about.com

“as long as he is eating yogurt or cheese ..milk is not needed…i just upped his yogurt and he loves that stuff so he is still getting the stuff he needs to grow.” Source: http://www.cafemom.com

“Two of my favorite snacks for work, working out, or any time are Fage yogurt and raw almonds. They are high in protein so they make a great recovery food after a work out, and they are very satisfying!” Source: http://blog.wholefoodsmarket.com

“butternut squash and apple soup with pressure cooker recipe here. This is outstanding, gently-spiced and well balanced. The choice of Greek yogurt is perfect, because it is creamier than most commercial yorgurts. I did incorporate a 1/2 tsp of cornflour and 1/4 tsp cornstarch to the yogurt before adding it to the puree and broth to prevent the yogurt from separating.” Source: http://cookeatshare.com

% of yogurt posters

26.9% % of yogurt posters

17.0%

11.0% % of yogurt posters

10.2% % of yogurt posters

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DIET PARENT EXERCISE FOOD

FEEL ACCOMPLISHED

FEEL TRANSFORMED

FEEL SENSUAL

FEEL PURE

FEEL CONNECTED

FEEL NURTURING

Note: Indexes are based on expected correlation. Baseline average is 100. If the number is >100, the concept is more highly correlated than statistically expected.

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109

87

109

94

90

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140

89

103

96

124

94

71

91

96

77

82

83

75

113

93

210

YOGURT SEGMENTS People are motivated by different aspects of Greek yogurt in different circumstances.

Source: Yogurt Conversations, 3/1/2012-2/29/2012

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3 Tips to discover growth 1.  Explore new data sources to find untapped

growth opportunities.

2.  Activate your strategy against what consumers are passionate about.

3.  Optimize as you go to give your strategy room to expand

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EXAMPLE INSURANCE MICROMARKETING Can help you spot and action new opportunities for growth?

1st time car Renters Home RVers Motorcycle Retiree Classic College

SOURCES

AC

TIV

ATI

ON

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MODEL B ADVOCACY & SALES RELATIONSHIP

Model D Units Sold

Model D Share of Advocacy

ONLINE PROMOTER SCORETM Can be used for investment optimization

Un

its S

old

Sha

re o

f Ad

voc

ac

y

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Think

Tribal.

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David Rabjohns CEO MotiveQuest @MotiveQuest [email protected] www.motivequest.com

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