@brandbuzz at #NABShow15 KNOW YOUR AUDIENCE, TARGET YOUR IMPACT
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@brandbuzz at #NABShow15
KNOW YOUR AUDIENCE, TARGET YOUR IMPACT
Our Agenda 2
Motivating Your Audience State of the Audience
Key Motivators
Research Why Research
Audience Research Tools
Measuring Results
Case Study
MOTIVATING YOUR AUDIENCE 3
Audience is Saavy, Engaged 4
From Passive Content Consumers to Active Content Creators
Consumers are Producers 5
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 Volume 6
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
Personal
Bandura 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 Motivators
Join the Club
Get Control
Get Smarter
Gain Respect
Save Time
Reinvent Myself
Change my Community
Change the World
13
Success of Click-Bait
Hyper-targeting
Headline Promise
Deliver on Promise
14
Images Drive Engagement
On 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)
15
Human Stories Resonate
Hollywood 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)
16
Literally Changing Brains 17
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 RESEARCH 18
Top Myths About Research
It’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 Research
Don’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 Surveys
Google Form https://docs.google.com/forms/d/1kq
Qt2CTm7y-Fe
The Best Tools Include:
Look/Feel Options
Skip Logic
Easily Shared
Randomization
Website integration
Data Analysis
MEASURING RESULTS 26
Set Outcomes Measures Before Launch
#1 Rule of Measuring Impact 27
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 Measures
Asset 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 Measures
Brand 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 STUDY 33
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
34
Make it Easy Return Shareable Content
Outcomes So Far
Feature 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???
35
Tweet about this session with @brandbuzz
@rhedpixel @adryenn @JustinSeeley
QUESTIONS?? 36
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