Panel: Driving Social Further down the Conversion Funnel

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Fine-Tuning ContentThe Road to Search and Audience Segmentation

December 13, 2012

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Today’s Discussion

•Segmentation & Profiles

• Insights

•Targeting

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Challenges with search

Majority of searches tend to be branded &

navigational

Difficult tounderstand intent before reaching

websites

Specific industries rely on paid search with brands & popular

generic terms

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Segmentation & Profiling

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Online Behavior

• Visited diabetes-focused websites

• Searched on diabetes-related terms

Creating the segment…

Identifying those with Type

2 Diabetes online

Self-reported as having Type 2

Diabetes

ConsumerView

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Understanding their interests

Search is most commonly visited category

More likely to consume news online

Interested in recipes & food

content

Visits portals & lifestyle content

Researches travel

Not as active on social networks

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Interest in health & fitness by Type 1 Diabetics

High interest in Wellbeing

Likely to visit Pharma websites

Researches physicians online

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Identify content opportunities based upon interests

Sandals with orthotics built in

Medical jewelry for women

Fashion alert medical jewelry

Silicone medical id bracelets

Apparel & Accessories

Merrell running sandals

2012 summer fashion

Medical alert jewelry

Recipes

Healthy summer recipes

recipes for high fiber smoothiesnutritious recipes for diabetic meals

Easy diabetic chicken recipes

low carb tuna casserole recipeblackberry bars recipe without sugar

low carb recipes

What to bring on vacation

Travel

Disney Epcot Vacation Packages

All inclusive Bermuda vacations

Vacation in Myrtle Beach

Carnival cruiseLast minute cruises

How to pack for a beach vacation

Weight Watchers point diet

Diet & Exercise

Diabetics dietPilates

endomorph diet menuGluten free diet

raw food diet cure diabetesvegan & vegetarian diets

High fiber diet

Mediterranean diet

Belly fat diet

Yoga

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• Cruises & destinations that promote healthy living with diabetes

Planning a vacation

• Appropriate shoes & sandals• Medical ID bracelets • Best ways to carry medicine &

devices for travel• Healthy snack suggestions • Diet & exercise trackers

Packing checklists

• Tips for managing diet & exercise

• Medicine reminders

While traveling

Integrating interests to develop content ideas

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Millennials

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Profiling Millennials

Median Age 26

College Graduate 24%

Married 34%

Homeowner 60%

Median HH Income $60,779

Average Discretionary Spend $11,317

68%13%

8%12%

Race

White BlackAsian Other

23%

77%

Ethnicity

Hispanic Non-Hispanic

Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials defined as A18-34

14%

16%

18%15%

37%

Early Adopters

Far Below Average Below AverageAverage Above Average

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Profiling Early Adopter Millennials

Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials; Psychographic Statements Index >110

Far Above AverageIndex: 150

Reach: 37%

Early Adopters“I spend less time sleeping

because of the Internet”

“I like to make a unique fashion statement”

“I’ll try any new diet”

“I want to get to the very top of my career”

“Marijuana should be legalized”“People often ask my opinion when

buying new technology”

Other Psychographics:

Above AverageIndex: 120

Reach: 15%

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Navigation to retail websites by Millennials

More likely to visit search & social before a retail website

Less likely to visit email & reward & directories before

a retail website

More likely to visit fashion content & portals before a

retail website

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Social influence of Early Adopter Millennials

“I am more likely to purchase products I see advertised on social sharing/networking website” (Index: 135)

“I like to follow my favorite brands or companies on social sharing/networking websites” (Index: 121)

Source: Spring 2012 NHCS Adult Survey 12-month; Base: Millennials and Social Media Visits; Target: Early Adopters; Index>110; *Base: Millennials and Social Activity Platforms last 7 days

-50% -30% -10% 10% 30% 50% 70% 90% 110%

Millenial Traffic GrowthFrom April 2012 to August 2012

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Consecutive media usage by Early Adopter Millennials

While Watching TV….

Source: Fall 2011 New Media; Base: Millennials &1 Hr or more Internet Usage in last 7 days; Target: Early Adopters

27% Use Internet Other than Email

17% Use Mobile Phone

13% Sent or Received Email

12% Used Instant Messenger

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Top mobile activities by Early Adopter Millennials

IM/Chat

Read Media

Listen to Music

Email

Watch DL/Stream Video

Visit Websites

Social Network/Blog

Play Games

Text

Talk

132

126

122

120

120

117

116

116

101

99

Mobile Activities

Source: Spring 2012 Simmons Connect; Base: Millennials and Mobile Activities did last 7 days; Target: Early Adopters

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Searches for Bands & Artists by MillennialsMillennials Online Pop

Music preferences of Millennials

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Millennials expect transparency and easy to find personal information

Search Term Variations for ‘Beyonce’

Millennials Online Pop

Hair

Obama

Tumblr

Jay Z

Pregnancy rumors

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Key Takeaways

• Identify the audience you wish to reach using demographics, online behavior and self-reported behavior.

• Learn more about the desired consumers’ interests and search behavior to uncover additional content & merchandising opportunities.

• Develop content and partnerships that will appeal to your audience and also capture additional search traffic.

Profile

Insights

Targeting

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Thanks!