@brandbuzz at #NABShow15

KNOW YOUR AUDIENCE, TARGET YOUR IMPACT

Our Agenda2

Motivating Your Audience ¤ State of the Audience ¤ Key Motivators Research ¤ Why Research ¤ Audience Research Tools ¤ Measuring Results Case Study

MOTIVATING YOUR AUDIENCE3

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, 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 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 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 PersonalBandura 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 MotivatorsJoin the Club Get Control Get Smarter Gain Respect Save Time Reinvent Myself Change my Community Change the World

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Success of Click-BaitHyper-targeting Headline Promise Deliver on Promise

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Images Drive EngagementOn 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)

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Human Stories ResonateHollywood 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)

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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

AUDIENCE RESEARCH18

Top Myths About ResearchIt’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 ResearchDon’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 SurveysGoogle 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

MEASURING RESULTS26

Set Outcomes Measures Before Launch

#1 Rule of Measuring Impact27

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 MeasuresAsset 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 MeasuresBrand 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 STUDY33

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

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Make it Easy Return Shareable Content

Outcomes So FarFeature 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???

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Tweet about this session with @brandbuzz @rhedpixel @adryenn @JustinSeeley

QUESTIONS??36