Utilizing Personas in Social Media Contests

Utilizing Personas in Your Social Media Contest

Kendall Bird & Katy Katz#pubcon | @katykatztc | @simplymeK October 9,

2014

Kendall Bird

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Online Community Specialist, Collegis EducationB.A. in Public Relations, University of Northwestern – St. Paul

Follow [email protected]/+kendallbirdD

#pubcon@katykatztc @simplymeK

Inbound Marketing Specialist, Collegis EducationMBA, Benedictine UniversityBSB, Carlson School of ManagementFollow [email protected]/+katykatz

Katy Katz

3



Copyright Collegis LLC. Proprietary and Confidential. 4




There will be a test!


What is a PERSONA?

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Personas

A buyer persona is a semi-functional representation of your ideal customer based on market research and real data about your existing customers.- Hubspot

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http://blog.hubspot.com/marketing/buyer-persona-definition-under-100-sr


Creating a persona Conduct target market research

- Survey customers- Create gated content to website- Analyze social behavior- Utilize an external partner (e.g. Simmons data)

Divide results into persona buckets

Create a story for each persona that you identify

Edit, edit, edit – limit to the right number

Make them personal and detailed




What a persona should include



NAMEJOB TITLE• Where they work• Details about their role

DEMOGRAPHICS• Age• Gender• Salary• Location• Education• Family

GOALS AND CHALLENGES•Values and fears

MARKETING MESSAGE• Elevator pitch

SOCIAL PLATFORMS• Facebook• Instagram• Pinterest• Twitter• Google+

SOCIAL BEHAVIOR• Information seeker• Fan• Influencer• Detractor


73% of marketers already use segmentation for email, paid and direct mail campaigns. — getsmartcontent.com



http://www.getsmartcontent.com/content/uploads/2014/06/GSC-Conversion-Optimization-Whitepaper.pdf

What do PERSONAS have to do with SOCIAL MEDIA contests?

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EVERYTHING.





Social media iscustomer service.



Only 23%ofcustomers think that a

company values their business.

- cbsnews.com


http://www.cbsnews.com/news/most-companies-fail-customer-service-test/



71% of customers ended a business relationship because of poor customer service.- forbes.com

http://www.forbes.com/sites/marccompeau/2011/10/03/nine-ways-to-build-customer-loyalty/



Consumers actually interact with a retailer’s

Facebook page

more than the retailer’s own website (38% vs 36%)!

- Infosys

http://www.infosys.com/newsroom/press-releases/Pages/rethinking-retail.aspx


89% of customers say their social media interactions impacted their purchases!- Infosys


http://www.infosys.com/newsroom/press-releases/Pages/rethinking-retail.aspx



“Responsive social media is a

key differentiatorfor businesses in 2014.”- Paul Dunay, Social Media Today, June 2014

http://www.socialmediatoday.com/content/superb-social-customer-service-new-key-differentiator


When you understand your customer,

you are able to communicate.

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communication= an exchange of

information.


Communication is the key to social

If you create content your customers

actually care about,

they will want to engage with your brand.



Here’s why you need to know your persona …

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Social Media Contest: NYPD




“One of the most common reasons why businesses fail to gain ROI from their social media efforts is their failure to fashion their content to target specific personas.”— SquareFish, June 2014

http://www.squarefishinc.com/blog/persona-driven-content-how-it-helps-you-gain-social-media-roi.html


Social Media Contest: Audi


Source: https://econsultancy.com/blog/65020-19-horrific-social-media-fails-from-the-first-half-of-2014#i.1rztwh786ldexu


Social Media Contest: Audi


VS.


Social Media Contest: Molson Canadian


Source: http://www.marketingpilgrim.com/2007/11/facebook-marketing-stunt-backfires.html


Social Media Contest: Molson Canadian


VS.

So what does a successful social media CONTEST look like?

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User-generated content (UGC) is

trusted 50%more than traditional media.

— http://corp.crowdtap.com/socialinfluence, March 2014

April 9, 2023 | Copyright Collegis LLC. Proprietary and Confidential.

http://corp.crowdtap.com/socialinfluence

http://corp.crowdtap.com/socialinfluence


UGC campaigns are an excellent way to collect creative material for marketing purposes, to get photos of your products on the social web and to drive sales and brand engagement.— Mashable, January 2013

April 9, 2023 | Copyright Collegis LLC. Proprietary and Confidential.

http://mashable.com/2013/01/30/brand-marketing-user-generated-content/



When you understand your persona …


Fans Share the Love: Eggo Waffles


Source: http://blog.wishpond.com/post/52173284787/10-amazing-examples-of-branded-facebook-contests-done


Fans Share the Love: Eggo WafflesCompany: Kellogg’s

Product: Eggo Waffles

Persona: 38 year old mommy blogger

Contest: A Facebook recipe competition.

Part 1: Fans submitting favorite recipes using Eggos.

Part 2: Fans voting for their favorite recipe.

Lesson: Fans take food contests seriously and will go to great lengths to share their love for the brand.

Statistics: 1,292 Followers to Pinterest Board + 24 Unique Recipes



UGC is the Content: Brush Buddies


Source: http://www.razorsocial.com/facebook-contests/


UGC is the Content: Brush BuddiesCompany: Brush Buddies

Persona: 13 year old girl

Contest: A singing contest using Brush Buddies singing toothbrushes. The contest was to find the best singer through fans uploading videos of them singing. Brush Buddies fans could then vote for the best artist.

Lesson: When a contest is SO user-focused, including the end result (the prize), fans will participate.

Statistics: Impressive results as there were only 30 contestants.

34 Twitter Trends, 8 countries, 29,200 most votes for a video, over 65,000 total votes, 23+ million impressions.



Inspire Customers: College A



Inspire Customers: College ACompany: Collegis Education client – College A

Persona: 26 year old female with two children

Contest: User-generated content through Instagram, asking fans to share their dreams and aspirations for their lives through photos. Each week, photos were put into a random drawing for a brand giveaway.

Lesson: Grab hold of what’s popular with your persona base and take advantage of it with a UGC social media campaign.

Statistics: In 8 weeks, there were close to 300 photos entered.

Over 2 million website views, 150+ hashtag mentions, 100+ new followers.


Let’s walk through a few social media contests together

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Vera Bradley


Source: http://www.toprankblog.com/2012/11/winning-social-contests/


Vera Bradley Persona

Gender: Female

Age: 24 - 35

Interests: Shopping, socializing with friends, photos that show their creativity

Social Behavior: FansCopyright Collegis LLC. Proprietary and Confidential. 41


Lay’s


Source: https://www.facebook.com/lays/app_291012370991143


Lay’s Persona


Gender: Male

Age: 15 - 25

Interests: Sports, easy snacks

Social Behavior: Influencers


The 5 things you need to know about personas They should be a person, not a

segment

Know their inputs & their outputs

Understand their story

Be personal to what they care about

All content should be directed at a personaApril 9, 2023 | Copyright Collegis LLC. Proprietary and Confidential. 44

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Thank you!

#pubcon| @katykatztc | @simplymeK

Utilizing Personas in Social Media Contests

Marketing

Transcript of Utilizing Personas in Social Media Contests