Beyond The Demographic Webinar| Slide 1
Beyond The DemographicUsing Psychographic and Behavioral Data to Optimize the Online Consumer Experience
# EMGWebinar
Presented by: Damien Navarro, Brenda Castelo, Mike Funk09/21/2011
Beyond The Demographic Webinar| Slide 2
Welcome!2
About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees
Presentation posted to EMG Knowledge Center
Beyond The Demographic Webinar| Slide 3
About EMG & Core Competencies• Full-service digital marketing and communications agency• Headquartered in Los Angeles, CA• Established in 1999• Clients Diversity Includes:
Beyond The Demographic Webinar| Slide 4
Strategy MediaPlans brand stories and experiences that engage consumers in relevant,
meaningful ways
Plans propagation of brand stories and experiences
through owned, paid, earned and shared media
Translates brand stories and experiences to visual
identity and concepts
Discovers new methods of consumer engagement
utilizing technology
Creative Technology
About EMG & Core Competencies
Beyond The Demographic Webinar| Slide 5
Panelists
Brenda CasteloVP Strategy & Media
Mike FunkStrategic Planner
Damien Navarro Managing Partner
Beyond The Demographic Webinar| Slide 6
In This Webinar you Will Learn How To
1. Think beyond demographic profiling and why it is fiscally beneficial2. Acquire more specific data sets and ways to measure 3. Use those data sets to get started on targeting new consumers4. Craft engaging and personalized web features and experiences
Beyond The Demographic Webinar| Slide 7
Hispanic Brand Loyalist
Phoebe – 2nd Generation & Mother
Beyond The Demographic Webinar| Slide 8
Hispanic Brand Loyalist
Lisa – 1stGeneration, ESL & Student
Phoebe – 2nd Generation & Mother
Beyond The Demographic Webinar| Slide 9
Hispanic Brand Loyalist
Lisa – 1stGeneration, ESL & Student
Phoebe – 2nd Generation & Mother
Beyond The Demographic Webinar| Slide 10
Teen Trend Setter
Blaine – Madden Football Expert & Prom King
Kyle – Football Captain & Math Wiz
Beyond The Demographic Webinar| Slide 11
Active Retiree
Alex – Artist & Guest Lecturer
Marvin – Golf Enthusiast & Volunteer
Beyond The Demographic Webinar| Slide 12
Busy Mom
Beth – Sports Fanatic & Political Advocate
Mary – Chocolate Lover & Distance Runner
Beyond The Demographic Webinar| Slide 13
What Does the Busy Mom’s Day Actually Look Like?
Beyond The Demographic Webinar| Slide 14
Traditional Demographic Profiling
• Age bands “Generation”• Gender• Income• Social class• Education• Location• Relationship status• Reach tends to be limited by traditional “subject-centric” media
Beyond The Demographic Webinar| Slide 15
Traditional Demographic Profiling
• Age bands “Generation”• Gender• Income• Social class• Education• Location• Relationship status• Reach tends to be limited by traditional “subject-centric” media
Outcome: Limited, Out-of-Touch, Generic
Beyond The Demographic Webinar| Slide 16
Painting a More Vibrant Picture of the Consumer
• Use psychographic profiling to create profile depth• Utilize real-time user data and analytics• Account for life experience and interests• Determine likes and dislikes• Consider unique cultural differences and preferences• Explore real-world influencers and responses
Beyond The Demographic Webinar| Slide 17
Painting a More Vibrant Picture of the Consumer
Animal Rights Philanthropist• Male, 47 years old• Married with 2 children• Reads financial publications• $120,000+
BEFORE AFTER
“The Awakener”• Evangelizes no-kill platform• Adopts rescued pets• Researches and learns
Example: Non-profit animal rescue seeking donors.
Beyond The Demographic Webinar| Slide 18
Painting a More Vibrant Picture of the Consumer“The Awakener” Experience Diagram
Beyond The Demographic Webinar| Slide 19
4%
Tactic: “Day in the life” storyboards and creative mood boards
Tactic: Documentation of Target Audience Lifestyles & Experiences
Tactic: Consumer Lifecycle Diagram and Workflows
Profiling by Experiences
Beyond The Demographic Webinar| Slide 20
Profile insights derived from:• Onsite observations • User Interviews and focus
groups• Storyboarding• Virtual Walk Throughs
Profiling by ExperiencesBanner Health: Cardon Children’s KidZoneInteractive game to help children understand, or relieve fear about, their hospital stay.
Beyond The Demographic Webinar| Slide 21
4%
Tactic: Monitoring Where, When, Why, How They Engage Online
Tactic: Identifying Media Consumption
Tactic: Analyzing Key Performance Indicators and Task Completion
Profiling by Engagement Behaviors
Beyond The Demographic Webinar| Slide 22
Profiling by Engagement BehaviorsLoma Linda University Medical CenterComprehensive cross-channel engagement, monitoring and analytics.
Profile insights derived from:• Website analytics & conversion
data• Historical search data analysis• Call center call recordings
Beyond The Demographic Webinar| Slide 23
4%
Tactic: What types of content formats do they consume? Video, featurettes, blogs?
Tactic: What topics are they driven to?
Tactic: What keywords and nomenclature are they using to search?
Profiling by Interests & Content Consumption
Beyond The Demographic Webinar| Slide 24
Profiling by Interests & Content ConsumptionNBC Universal: The Fourth KindBranded content to build awareness.
Profile insights derived from:• Social listening of niche communities (paranormal)• Social monitoring and community engagement
Beyond The Demographic Webinar| Slide 25
4%
Tactic: Understanding Mobile Access & Usage
Tactic: Understanding Work vs. Home accessibility and touch points
Tactic: Understand access to broadband usage and touch points
Profiling by Medium & Technology Usage
Beyond The Demographic Webinar| Slide 26
Profiling by Medium & Technology UsageState Farm: Asian Language CampaignEnglish and in-language media campaign and landing pages .
Profile insights derived from:• A/B testing (searches in English, consumes content in-
language)• Website analytics & conversion data• Call tracking (prefers to call)
Beyond The Demographic Webinar| Slide 27
4%
Tactic: Crowdsourcing & Social Listening
Tactic: Identifying indirect relationships and influencers
Tactic: Assessing conversations and sentiment
Profiling By Online Social/Community Behaviors
Beyond The Demographic Webinar| Slide 28
Profiling By Online Social/Community BehaviorsSocial data: Unsolicited survey or focus group
Beyond The Demographic Webinar| Slide 29
Profiling By Online Social/Community BehaviorsDemographic analysis of active dialogue online reveals which niche audiences are actively interested in the brand (or relevant topics)
Movie Fanatics
Heavy Gamers
Technophiles & Gadget Geeks
3D Technology
Movie Reviews
TheatricalExperience
Comic Movies
Beyond The Demographic Webinar| Slide 30
Profiling By Online Social/Community BehaviorsConversation analysis uncovers topic trends
Beyond The Demographic Webinar| Slide 31
Profiling By Online Social/Community BehaviorsAmerican Sentinel: Digital Marketing StrategyCross digital channel marketing plan for acquiring leads from military audience.
Beyond The Demographic Webinar| Slide 32
Profiling By Online Social/Community BehaviorsAmerican Sentinel: Digital Marketing StrategyCross digital channel marketing plan for acquiring leads from military audience.
“ADVANCER”
Key QuestionsIs this the right school/program for me?What resources will ASU provide?Is this program unique/special in any way?What organizations are affiliated with ASU?
“CHANGER”
Key QuestionsDo civilian employers value this degree?What networking opportunities exist?What job placement opportunities exist?CAN ASU teach me the necessary skills that allow me to be successful in a civilian job?
Personas developed utilizing online social intelligence from a comprehensive analysis.
Beyond The Demographic Webinar| Slide 33
Questions?
We’d love to hear from you. Please Let us know if you have any
questions!
Beyond The Demographic Webinar| Slide 34
Q & AThank You!
Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!
Toll Free: (866) 62-EARTHwww.visitemg.com
FULL WEBINAR AVAILABLE TOMORROW AT:
Youtube.com/earthboundmediagroup
Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html
STAY CONNECTED WITH EMG:
Twitter.com/EMGtheAgency
Facebook.com/earthboundmediagroup
Beyond The Demographic Webinar| Slide 35
Thank You For Your Time!
Damien NavarroManaging Partner
[email protected] x 101