SMX East 2015

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#SMX #12A @simmonet Creating Content That Engages Audiences & Influences Decisions How to Tickle Your Customers (without getting arrested)

Transcript of SMX East 2015

Page 1: SMX East 2015

#SMX #12A @simmonet

Creating Content That Engages Audiences & Influences Decisions

How to Tickle Your Customers(without getting arrested)

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#SMX #12A @simmonet

Grant Simmons VP of Search Marketing & Consumer Engagement

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Not the GEICO Gecko

Grant Simmons VP of Search Marketing & Consumer Engagement

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#SMX #12A @simmonet

Creating Content That Engages Audiences & Influences Decisions

How to Tickle Your Customers(without getting arrested)

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TRIGGERS

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WHY ARE YOU HERE?

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Education & enlightenment

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My boss ‘asked’ me to

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In Search Marketing

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We call that coercion

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We call that coercion

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We call that a trigger

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Triggers are needs to be addressed

Consumers are ‘forced’ into a need mindset

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My car broke down

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I’m having another kid

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I met someone special

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FYI

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It didn’t work out

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commutesucks!

got apay raise

metsomeone

kid lefthome

This happened:

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Triggers happen without you

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Triggers happen in spite of you

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To connect content with Triggers…

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You need to research Triggers…

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Triggers = common sense + research

You can guess intelligently

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• Query research

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• Query research• Google Ad Planner• KeywordTool.io

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KeywordTool.io

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Keywordtool.io

questions screenshot

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Triggers = common sense + research

You can research intellectually

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• Query research• Govt. / Academia

• Census – census.gov• FedStats – fedstats.gov• Bureau of Labor – bls.gov• UofM ICPSR / ISR

• www.icpsr.umich.edu• www.psc.isr.umich.edu/ (> data)

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Why People Move?

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/ Evic

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Better

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using

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Census.gov - Reasons for Moving: 2012 to 2013

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Foreclo

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using

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Why People Move? Census.gov - Reasons for Moving: 2012 to 2013

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Foreclo

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tion

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neigh

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using

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10%

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Why People Move? Census.gov - Reasons for Moving: 2012 to 2013

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Foreclo

sure

/ Evic

tion

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neigh

borho

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using

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Why People Move?Military StudentsMarriage KidJob etc.

Census.gov - Reasons for Moving: 2012 to 2013

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• Query research• Govt. / Academia• Industry Studies• UCG

• Q&A – Quora, customer service, etc.

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Q & A Resources (Your Own Data!)

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WHAT DO WE NEED TO DO?

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We need to connect with Triggers

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Connect with Trigger events

with content that addresses need

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Connect with Trigger events

with content that addresses needthrough understanding of intent

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Connect with Trigger events

and user / event context

with content that addresses needthrough understanding of intent

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Understand user / Trigger context

Who? What? Where? When? Why? How?

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“INTENT TO CONTENTWITH CONTEXT”

~ grantism ~

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Resource Online Downloadable

Altruistic Build trust Social presence Links

Homebuyers Guide

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Location-Based Videos

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TICKLES

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HOW DO YOU FEEL?

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#SMX #12A @simmonetTired!

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#SMX #12A @simmonetBacon!

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#SMX #12A @simmonetBerries!

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#SMX #12A @simmonetKittens!

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#SMX #12A @simmonetA New Home!

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#SMX #12A @simmonetSpeakers!

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Consider Yourself Tickled!

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Tickles are stimuli

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Tickles are stimuli

to inspire needs & desires

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Decision makers / breakers Inspiration Influence Information

3 I’s of Stimuliii

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You deserve better Entitled…

Here’s an idea Dream…

Lifestyle expectation Picture yourself…

Financial It’s more affordable…

Inspiration

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Peers / Reviews Relationship Educators Parents Media / Advertising Social / UGC Speakers

Influence

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• Growth• Salary studies

• Scarcity• Only 3 days left!

• Contribution• Charity stories / give

Information

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“I want to” / “I need to”

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savetime

impressfriends

livetogether

feelyoungagain

I want to:

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“I want to” / “I need to”

driven by emotions

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Robert Plutchik's Wheel of Emotions

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To understand Tickles

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To understand Tickles

you must ask

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To understand Tickles

open-ended questionsyou must ask

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Why Did You Move?

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Census.gov - Reasons for Moving: 2012 to 2013

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Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

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#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

ID stimulus:“What defines ‘better’ for you?”

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Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

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#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

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#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

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Starbucks Beach Yoga Yogurt Dogs Alligators

Why Did You Move?

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ASKING QUESTIONS

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In Person Email surveys Online surveys By Phone Site surveys

Survey Tools / Methods

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Survey Monkey Fluid Survey Survey Gizmo (Cint) SodaHead Google Surveys

Audiences

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Who? What? When? Where? Why? How?

De(Finding) Your Audience(s)

Searching Visiting

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Right time – open to stimuli Right place – where they are Right message - inspires Right audience – do your research!

De(Finding) Your Content

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“GOOD CONTENT CONNECTS WITH BEHAVIOR, GREAT CONTENT

INSPIRES BEHAVIOR”~ grantism ~

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Women / Moms Stable / employed Young professionals Older generation

We do aspire to reach a younger / new crowd.

Homes.com Audience Segments

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Women / Moms Stable / employed Young professionals Older generation

Except this guy. We don’t want to reach him.

Homes.com Audience Segments

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CONTENT THAT CONNECTED

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Game of Homes

Homes.com/game-of-homes

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Kids Playhouse Videos

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Home Depot / Decorators Partnership

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Print / digital partnership New audiences Right audiences

USA Today / Media Planet

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DVD promotion PR with Fox Audience Awareness

IsHaunted.com

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15 SEC RECAP(so you can tell your boss you listened)

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Understand what forces consumers into a buying need

Understand stimuli that will influence and inspire users into buying desire

Research Topics

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Connect with Triggers

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Influence with Tickles

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“GOOD CONTENT CONNECTSWITH BEHAVIOR, GREAT CONTENT

INSPIRES BEHAVIOR”

#grantism

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Thank you!

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Grant Simmons VP of Search Marketing & Consumer Engagement

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Creating Content That Engages Audiences & Influences Decisions

How to Tickle Your Customers(without getting arrested)

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#SMX #12A @simmonet

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016