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Moving Towards Insights-Driven Strategies

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Moving Towards InsightsDriven Strategies @missrogue INBOUND15


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4.75 billion pieces of content are shared/day! ! …however…! ! 50% strategy of marketers say they don’t have a content @missrogue INBOUND15


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Ideas without insights are akin to throwing darts in the dark. @missrogue INBOUND15


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an insights-driven marketing legend @missrogue INBOUND15


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@missrogue INBOUND15


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“Dichter reported that the very simplicity of mixes - just add water and stir - made women feel self-indulgent for using them.” @missrogue INBOUND15


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“just add an egg”* *I should note that though Dichter’s work WAS influential, however, there were other factors reported (like fresh eggs made nicer cakes) - this from Laura Shapiro’s work @missrogue INBOUND15


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@missrogue INBOUND15


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Insight: “Only 4% of women consider themselves beautiful.” Strategy: “To create a world where beauty is a source of confidence and not anxiety.” @missrogue INBOUND15


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Insight: “Young women start to feel self-conscious about being a woman after they hit puberty, but not before.”! Strategy: “Spread the message that being a girl is something to be celebrated, far beyond puberty.” @missrogue INBOUND15


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strategic process @missrogue INBOUND15


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today you will learn… the different kinds of insights + why they matter what you’re looking for (snorkel/scuba method) some of the cool tools that will make your job 
 easier. @missrogue INBOUND15


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the three main insight categories @missrogue INBOUND15


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1. audience insights @missrogue INBOUND15


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it’s less about the what, more about the why. @missrogue INBOUND15


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★ attitudes + behaviors! ★ needs, wants + goals! ★ life stage! ★ level of understanding! ★ other brands they follow! ★ interests! ★ motivations @missrogue INBOUND15


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who is less about demographics and more about psychographics. @missrogue INBOUND15


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Entire generations of people can’t be lumped into a single category. There is incredible diversity amongst even people the same age, gender, with the same income. [Photo credit: www.opticiantraining.org] @missrogue INBOUND15


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attitudes and behaviors attitude: ! • a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. • are usually the result of past experiences, lack of past experience, or outside influence (peer pressure, upbringing, etc). • determine behavior. • only change when there is an intrinsic motivation to change them. @missrogue INBOUND15


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The ABC’s of Attitude ! Affective Component ! Behavioral Component ! Cognitive Component @missrogue INBOUND15


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needs, wants, and goals Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/ @missrogue INBOUND15


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life stage https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle @missrogue INBOUND15


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level of understanding beginner/novice V basic understanding V advanced knowledge V expert @missrogue INBOUND15


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other brands they follow The idea is pretty straight forward, but why? 1.Who are you ‘competing with’ for audience attention 2.Getting a better understanding of the audience interests and tastes 3.Opens up opportunities for collaborations and/or partnerships @missrogue INBOUND15


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interests hmmm…that’s why people unsubscribe when I talk about fashion. @missrogue INBOUND15


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STEPPS…or what stirs them to share? motivations • Social currency - “Sharing this will make me look smarter/ cooler/funnier/hipper.” • Triggers - “I want to share this because it reminds me of something familiar and comfortable.” (relatedness) • Emotions - “I want to share this because it made me feel something strongly.” • Public - “I want to share this to belong to a tribe.” • Practical value - “I want to share this because it’s useful.” • Stories - “I want to share this because I connected to the story.” @missrogue INBOUND15


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2. cultural insights @missrogue INBOUND15


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the importance of culture Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community of interest. If you attempt to enter a community without understanding the culture, you will be rejected. ! This is much like an anthropological study. Becoming part of the community of interest means that you understand the language, the rules, the leaders, the history, and the trends that are part of that culture. @missrogue INBOUND15


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what you need to know about culture 1.Influential figures/movement 2.Language & memes 3.Historic & current news 4.Rules & mores @missrogue INBOUND15


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3. competitor insights @missrogue INBOUND15


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the competition is… 1.more than just your proxy competition. eg. if you are offering hair straighteners for curly hair, you are also competing with the natural hair movement. 2.anyone your audience pays attention to, spends their money at…adores! 3.apathy, disinterest, cynicism @missrogue INBOUND15


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Competition for GE Reports? @missrogue INBOUND15


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@missrogue INBOUND15


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what you are looking for 1. what are they doing to reach their audience? is it working? what works? what doesn’t? 2. who is in their audience? is it the same as yours? how well do they connect with this audience? 3. Gaps in what they present and what your audience needs/wants/ desires. 4. How you stack up (not only where you are at, but in your capabilities) @missrogue INBOUND15


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GAP Analysis [via: Contently’s Ultimate Content Strategist Playbook] SOURCES Primarily Regulary Rarely Never TOPICS @missrogue INBOUND15


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@missrogue INBOUND15


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SWOT Analysis STRENGTHS WEAKNESSES strong brand awareness! deep industry expertise seen as a stale brand! not great quality OPPORTUNITIES THREATS connected to industry experts, could collaborate! we hear our competition is developing a killer product behind the scenes…have to move fast! @missrogue INBOUND15


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the sweet spot @missrogue INBOUND15


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the snorkel/scuba method @missrogue INBOUND15


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the snorkel/scuba method of researching Metaphorically, think of it like snorkeling over a huge coral reef. You are trying to cover as much of the reef as possible in a short amount of time. If you see a glimmer of something unique (a sunken ship? a different looking coral? a mermaid?), you’ll want to throw on your scuba gear and dive down to follow your lead. ! Every data set is unique, so where you deep dive will always be different. It’s an art as much as a science. @missrogue INBOUND15


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the tools of the trade @missrogue INBOUND15


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gathering the research/data 1. customer surveys 2. focus groups 3. observations 4. website data 5. third-party data 6. social media data @missrogue INBOUND15


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1. audience insights @missrogue INBOUND15


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Twitter analytics http://analytics.twitter.com @missrogue INBOUND15


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Facebook analytics @missrogue INBOUND15


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Facebook interest graph search https://www.facebook.com/search/447065328693639/likers/pages-liked @missrogue INBOUND15


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Google analytics @missrogue INBOUND15


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StatSocial http://www.statsocial.com/account/#/my-reports/sample_reports/followers/9224066992169293072/latest/usa/demographics/ @missrogue INBOUND15


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Klear http://klear.com/profile/HubSpot @missrogue INBOUND15


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2. cultural insights @missrogue INBOUND15


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Klear @missrogue INBOUND15


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StatSocial @missrogue INBOUND15


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Nexalogy @missrogue INBOUND15


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other tools 1. Neilson 6. Google news 2. Environics 7. Euromonitor 3. Experian 8. scholar.google.com 4. Pew Research 5. Mintel @missrogue INBOUND15


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3. competitor insights @missrogue INBOUND15


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Nexalogy @missrogue INBOUND15


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SimplyMeasured @missrogue INBOUND15


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Meltwater @missrogue INBOUND15


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So with all of the tools available to us to glean excellent insights, what are we waiting for? @missrogue #INBOUND15


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questions? @missrogue INBOUND15


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tara hunt! @missrogue! tara.hunt@totem.tc! totem @missrogue INBOUND15


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image credits page 1. Ed Schipul - https://www.flickr.com/photos/eschipul/431902450/in/faves-92544710@N00/ page 3. Lorinc - https://www.flickr.com/photos/thlorinc/2147203692/ page 5. Betty Crocker archives page 6. (eggs) Bryan Jones - https://www.flickr.com/photos/bwjones/14872666289/ page 8. Betty Crocker archives page 13. Henry Faber - https://www.flickr.com/photos/henryfaber/230444653/in/faves-92544710@N00/ page 14. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 17. Elizabeth Hahn - www.opticiantraining.org - https://www.flickr.com/photos/128185330@N03/17705922131/in/ faves-92544710@N00/ page 19. Michael Verhoef - https://www.flickr.com/photos/nettsu/5197360443/in/faves-92544710@N00/ page 21. @baddiewinkle - https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle page 26. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 30. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/ page 37. Tampax ad from archives page 41. OZinOH - https://www.flickr.com/photos/75905404@N00/7126147125/in/faves-92544710@N00/ page 43. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 50. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 55. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/ @missrogue INBOUND15


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