SMX East 2015
-
Upload
grant-simmons -
Category
Marketing
-
view
242 -
download
2
Transcript of SMX East 2015
#SMX #12A @simmonet
Creating Content That Engages Audiences & Influences Decisions
How to Tickle Your Customers(without getting arrested)
#SMX #12A @simmonet
Grant Simmons VP of Search Marketing & Consumer Engagement
#SMX #12A @simmonet
Not the GEICO Gecko
Grant Simmons VP of Search Marketing & Consumer Engagement
#SMX #12A @simmonet
Creating Content That Engages Audiences & Influences Decisions
How to Tickle Your Customers(without getting arrested)
#SMX #12A @simmonet
TRIGGERS
#SMX #12A @simmonet
WHY ARE YOU HERE?
#SMX #12A @simmonet
Education & enlightenment
#SMX #12A @simmonet
My boss ‘asked’ me to
#SMX #12A @simmonet
In Search Marketing
#SMX #12A @simmonet
We call that coercion
#SMX #12A @simmonet
We call that coercion
#SMX #12A @simmonet
We call that a trigger
#SMX #12A @simmonet
Triggers are needs to be addressed
Consumers are ‘forced’ into a need mindset
#SMX #12A @simmonet
My car broke down
#SMX #12A @simmonet
I’m having another kid
#SMX #12A @simmonet
I met someone special
#SMX #12A @simmonet
FYI
#SMX #12A @simmonet
It didn’t work out
#SMX #12A @simmonet
commutesucks!
got apay raise
metsomeone
kid lefthome
This happened:
#SMX #12A @simmonet
Triggers happen without you
#SMX #12A @simmonet
Triggers happen in spite of you
#SMX #12A @simmonet
To connect content with Triggers…
#SMX #12A @simmonet
You need to research Triggers…
#SMX #12A @simmonet
Triggers = common sense + research
You can guess intelligently
#SMX #12A @simmonet
• Query research
#SMX #12A @simmonet
• Query research• Google Ad Planner• KeywordTool.io
#SMX #12A @simmonet
KeywordTool.io
#SMX #12A @simmonet
#SMX #12A @simmonet
Keywordtool.io
questions screenshot
#SMX #12A @simmonet
Triggers = common sense + research
You can research intellectually
#SMX #12A @simmonet
• 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)
#SMX #12A @simmonet
Why People 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
#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 People Move? Census.gov - Reasons for Moving: 2012 to 2013
#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 People Move? Census.gov - Reasons for Moving: 2012 to 2013
#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 People Move?Military StudentsMarriage KidJob etc.
Census.gov - Reasons for Moving: 2012 to 2013
#SMX #12A @simmonet
• Query research• Govt. / Academia• Industry Studies• UCG
• Q&A – Quora, customer service, etc.
#SMX #12A @simmonet
Q & A Resources (Your Own Data!)
#SMX #12A @simmonet
WHAT DO WE NEED TO DO?
#SMX #12A @simmonet
We need to connect with Triggers
#SMX #12A @simmonet
Connect with Trigger events
with content that addresses need
#SMX #12A @simmonet
Connect with Trigger events
with content that addresses needthrough understanding of intent
#SMX #12A @simmonet
Connect with Trigger events
and user / event context
with content that addresses needthrough understanding of intent
#SMX #12A @simmonet
Understand user / Trigger context
Who? What? Where? When? Why? How?
#SMX #12A @simmonet
“INTENT TO CONTENTWITH CONTEXT”
~ grantism ~
#SMX #12A @simmonet
Resource Online Downloadable
Altruistic Build trust Social presence Links
Homebuyers Guide
#SMX #12A @simmonet
Location-Based Videos
#SMX #12A @simmonet
TICKLES
#SMX #12A @simmonet
HOW DO YOU FEEL?
#SMX #12A @simmonetTired!
#SMX #12A @simmonetBacon!
#SMX #12A @simmonetBerries!
#SMX #12A @simmonetKittens!
#SMX #12A @simmonetA New Home!
#SMX #12A @simmonet
#SMX #12A @simmonetSpeakers!
#SMX #12A @simmonet
Consider Yourself Tickled!
#SMX #12A @simmonet
Tickles are stimuli
#SMX #12A @simmonet
Tickles are stimuli
to inspire needs & desires
#SMX #12A @simmonet
Decision makers / breakers Inspiration Influence Information
3 I’s of Stimuliii
#SMX #12A @simmonet
You deserve better Entitled…
Here’s an idea Dream…
Lifestyle expectation Picture yourself…
Financial It’s more affordable…
Inspiration
#SMX #12A @simmonet
Peers / Reviews Relationship Educators Parents Media / Advertising Social / UGC Speakers
Influence
#SMX #12A @simmonet
• Growth• Salary studies
• Scarcity• Only 3 days left!
• Contribution• Charity stories / give
Information
#SMX #12A @simmonet
“I want to” / “I need to”
#SMX #12A @simmonet
savetime
impressfriends
livetogether
feelyoungagain
I want to:
#SMX #12A @simmonet
“I want to” / “I need to”
driven by emotions
#SMX #12A @simmonet
Robert Plutchik's Wheel of Emotions
#SMX #12A @simmonet
To understand Tickles
#SMX #12A @simmonet
To understand Tickles
you must ask
#SMX #12A @simmonet
To understand Tickles
open-ended questionsyou must ask
#SMX #12A @simmonet
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
#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
#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?”
#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
#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
#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
#SMX #12A @simmonet
Starbucks Beach Yoga Yogurt Dogs Alligators
Why Did You Move?
#SMX #12A @simmonet
ASKING QUESTIONS
#SMX #12A @simmonet
In Person Email surveys Online surveys By Phone Site surveys
Survey Tools / Methods
#SMX #12A @simmonet
Survey Monkey Fluid Survey Survey Gizmo (Cint) SodaHead Google Surveys
Audiences
#SMX #12A @simmonet
Who? What? When? Where? Why? How?
De(Finding) Your Audience(s)
Searching Visiting
#SMX #12A @simmonet
Right time – open to stimuli Right place – where they are Right message - inspires Right audience – do your research!
De(Finding) Your Content
#SMX #12A @simmonet
“GOOD CONTENT CONNECTS WITH BEHAVIOR, GREAT CONTENT
INSPIRES BEHAVIOR”~ grantism ~
#SMX #12A @simmonet
Women / Moms Stable / employed Young professionals Older generation
We do aspire to reach a younger / new crowd.
Homes.com Audience Segments
#SMX #12A @simmonet
Women / Moms Stable / employed Young professionals Older generation
Except this guy. We don’t want to reach him.
Homes.com Audience Segments
#SMX #12A @simmonet
CONTENT THAT CONNECTED
#SMX #12A @simmonet
Game of Homes
Homes.com/game-of-homes
#SMX #12A @simmonet
Kids Playhouse Videos
#SMX #12A @simmonet
Home Depot / Decorators Partnership
#SMX #12A @simmonet
Print / digital partnership New audiences Right audiences
USA Today / Media Planet
#SMX #12A @simmonet
DVD promotion PR with Fox Audience Awareness
IsHaunted.com
#SMX #12A @simmonet
15 SEC RECAP(so you can tell your boss you listened)
#SMX #12A @simmonet
Understand what forces consumers into a buying need
Understand stimuli that will influence and inspire users into buying desire
Research Topics
#SMX #12A @simmonet
Connect with Triggers
#SMX #12A @simmonet
Influence with Tickles
#SMX #12A @simmonet
“GOOD CONTENT CONNECTSWITH BEHAVIOR, GREAT CONTENT
INSPIRES BEHAVIOR”
#grantism
#SMX #12A @simmonet
Thank you!
#SMX #12A @simmonet
Grant Simmons VP of Search Marketing & Consumer Engagement
#SMX #12A @simmonet
Creating Content That Engages Audiences & Influences Decisions
How to Tickle Your Customers(without getting arrested)
#SMX #12A @simmonet
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016