The document discusses how micro-segmentation and micro-marketing can improve marketing impact by targeting specific social segments or niches based on their interests and passions. It provides examples of how Nike and Kraft engaged micro-segments through online communities and social media to grow revenue. The document advocates identifying specific passions within social segments and engaging those segments through relevant stories and conversations to drive brand advocacy rather than relying on traditional demographic targeting.

1. How social segments
can improve your
marketing impact
DAVID RABJOHNS
MOTIVEQUEST
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. How$$
SOCIAL$SEGMENTS$
can$improve$your$$
MARKETING$IMPACT.$
$
Socialmedia.org$
October$$2014$
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3. MICRO-MARKETING
A new approach to growth

5. DAIRY PRODUCTS SENTIMENT BY CONSUMER MINDSET
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
A mother A cook A woman with
a condition
A healthy
woman
A fit woman A woman on a
diet
Net Sentiment
Cheese
Milk
Yogurt
People feel differently about cheese in
different contexts – MICRO SEGMENTATION

6. MODERN MARKETING
…for the first time…you can
actually get to markets that
you never could before.
Mark Addicks, CMO, General Mills

7. MICRO SEGMENTATION
+ MODERN MARKETING
= MICRO-MARKETING

8. MICRO-MARKETING
In simple English…
Identify passion
Talk to it

9. 2 Examples
3 Tips
1 Major shift

10. Nike’s traditional ad budget was reduced by
40% between ‘09-’12
©MOTIVEQUEST 10/26/14 9
http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

11. “Nike is going where its
customer is…online
communities...to interact
even more closely with its
consumers.”
Mark Parker, CEO, Forbes
©MOTIVEQUEST 10/26/14 10

12. Community engagement Software relationships Product buzz
©MOTIVEQUEST 10/26/14 11

13. It’s working for them, as Traditional spend has gone down revenue has gone up.
http://fortune.com/2012/02/13/nikes-new-marketing-mojo/
©MOTIVEQUEST 10/26/14 12

14. Kraft used this insight build a $200m new
beverage brand in three years?
hIp://www.chicagonow.com/markeMngNstrategist/2013/02/kraQsNbreakthroughNinnovaMonNwithNmioNmarkeMngNtoNmillennials/$
$

15. But how can you do it?

16. NOT

17. Our interests and passions are contextual not
demographic
©MOTIVEQUEST 10/26/14 16

18. ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK
©MOTIVEQUEST 10/26/14 17

19. ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK
©MOTIVEQUEST 10/26/14 18

20. GENERAL$
HEALTH$
$
2.9$million$
conversaMons$
OBESITY$
$
$
700,000$
conversaMons$
CANCER$
$
$
900,000$
conversaMons$
CROHN’S$$
COLITIS$
$
200,000$
conversaMons$
MULTIPLE$
SCLEROSIS$
$
175,000$
conversaMons$
DIABETES$
$
$
450,000$
conversaMons$
FIBROMYALGI
A$
$$
100,000$
conversaMons$
HEPATITIS$
$$
100,000$
conversaMons$
RA$$
ARTHRITIS$
$
50,000$
conversaMons$
GI$$$
CELIAC$
$
120,000$
conversaMons$
CARDIAC$
$$
35,000$
conversaMons$
CYSTIC$
FIBROSIS$
$
25,000$
conversaMons$
ASTHMA$$
ALLERGIES$
$
35,000$
conversaMons$
LUPUS$
$$
20,000$
conversaMons$
PSORIASIS$
$$
12,000$
conversaMons$
HEALTH$$
MEDICAL$
$
6$million$
conversaMons$

21. LASSO PASSION
A BRAND IN A PICKLE
©MOTIVEQUEST 10/26/14 20

22. NICHES Cooks, food-lovers, and dieters dominate pickle interest, but fitness buffs are
a strong presence too.
PICKLE PASSION – COMMUNITIES THAT GENERATE PICKLE-TALK: 11/2009-10/2010
SHARE OF PICKLE-TALK
31.5%
13.0%
10.5% 10.4%
7.8%
5.3% 4.8% 4.2% 3.6% 3.6% 2.7% 2.7%
40%
30%
20%
10%
0%
Source: Pickle Conversations – 11/2009-10/2010
©MOTIVEQUEST 10/26/14 21

23. STORIES People talk about the many ways they have found to use pickles
©MOTIVEQUEST 10/26/14 22

24. PICKLE PASSION Much broader than expected
PICKLE JUICE THEMES: 11/2009-10/2010
53.9%
22.4% 21.4%
Pickle juice is fun to talk about because it is
a veritable Swiss Army Knife, full of hidden
and surprising uses.
10.7%
9.2% 9.1%
60%
50%
40%
30%
20%
10%
0%
Recipes (food) Recipes (drink) Drinking it
straight
Fitness health Pregnancy
cravings
Frugality (re-usability)
SHARE OF PICKLE JUICE DISCUSSION
Source: Pickle Conversations – 11/2009-10/2010
©MOTIVEQUEST 10/26/14 23

25. SOCIAL FUEL A catalyst for idea sharing
©MOTIVEQUEST 10/26/14 24

26. FACEBOOK New ideas
©MOTIVEQUEST 10/26/14 25

27. YOU TUBE Educational medium
©MOTIVEQUEST 10/26/14 26

28. RESULTS
Grew Facebook audience x25 in 4
months
Attracted 1M viewers in the first
month of their YouTube campaign
Generated twice the payback
using social media vs traditional
advertising.
Claussen’s market share grew 0.4
share points while competitors
declined 0.8.
©MOTIVEQUEST 10/26/14 27

29. “Stop demanding the web conform to your
desire for mass—and instead realize that
mattering a lot to a few people is worth far
more than mattering just a little to everyone.”
SETH GODIN
©MOTIVEQUEST 10/26/14 28

30. G©RMOTEIVEQEUESKT 10/2 6/G14 ROWTH 29

31. ©MOTIVEQUEST 10/26/14 30

32. YOGURT STORIES One of the interesting findings is how specific the stories are
that yogurt consumers are sharing in the online space.
Source: All Yogurt Conversation 3/1/2012 – 2/28/2013
©MOTIVEQUEST 10/26/14 31

33. SOURCES The context changes the action drivers.
DIETING PARENTING
WeightWatchers.com – 1
CalorieCount.com – 4
MarksDailyApple.com – 7
3FatChicks.com – 14
LowCarbFriends.com – 20
TheBump.com – 3
Baby-Gaga.com – 6
WhatToExpect.com – 8
BabyAndBump.com – 9
Mothering.com – 19
FITNESS/TRAINING COOKING
BodyBuilding.com – 4
RunnersWorld.com – 12
HealingWell.com – 17
WholeFoodsMarket.com – 11
ChowHound.com – 14
Note: The number to the right of
the site is the contributing rank of
yogurt conversation.
©MOTIVEQUEST 10/26/14 32

34. YOGURT STORY TELLERS Given yogurt topics, sources of conversation and a lack
of overlapping conversation, we can identify different profiles of yogurt storytellers.
DIETERS PARENTS
“Your best bet, low cal wise, is
going to be low fat or fat free
plain greek yogurt. The only
sugar in it will be the natural sugar
found in dairy. You can dress it up
with a bit of fruit if you need some
sweet.”
Source: http://caloriecount.about.com
26.9%
% of yogurt posters
17.0%
% of yogurt posters
ATHLETES FOODIES
“as long as he is eating yogurt or
cheese ..milk is not needed…i just
upped his yogurt and he loves that
stuff so he is still getting the stuff
he needs to grow.”
Source: http://www.cafemom.com
“Two of my favorite snacks
for work, working out, or
any time are Fage yogurt
and raw almonds. They are
high in protein so they make a
great recovery food after a work
out, and they are very
satisfying!”
Source: http://blog.wholefoodsmarket.com
“butternut squash and apple soup with
pressure cooker recipe here. This is
outstanding, gently-spiced and well
balanced. The choice of Greek
yogurt is perfect, because it is
creamier than most commercial
yorgurts. I did incorporate a 1/2 tsp
of cornflour and 1/4 tsp cornstarch to
the yogurt before adding it to the puree
and broth to prevent the yogurt from
separating.”
Source: http://cookeatshare.com
11.0%
10.2%
% of yogurt posters
% of yogurt posters
©MOTIVEQUEST 10/26/14 33

35. YOGURT SEGMENTS People are motivated by different aspects of Greek yogurt in
different circumstances.
DIET FOOD EXERCISE PARENT
FEEL ACCOMPLISHED
FEEL TRANSFORMED
FEEL SENSUAL
FEEL PURE
FEEL CONNECTED
FEEL NURTURING
94
95
140
89
103
96
124
94
71
91
96
77
82
83
75
113
93
210
Note: Indexes are based on expected correlation. Baseline average is 100. If the
number is 100, the concept is more highly correlated than statistically expected.
133
109
87
109
94
90
©MOTIVEQUEST 10/26/14 34
Source: Yogurt Conversations, 3/1/2012-2/29/2012

36. 3 Tips to discover growth
1. Explore new data sources to find untapped
growth opportunities.
2. Activate your strategy against what consumers
are passionate about.
3. Optimize as you go to give your strategy room to
expand
©MOTIVEQUEST 10/26/14 35

37. EXAMPLE INSURANCE MICROMARKETING
Can help you spot and action new opportunities for growth?
SOURCES
1st time car RVers Motorcycle Retiree Classic College Home Renters
ACTIVATION
©MOTIVEQUEST 10/26/14 36

38. ONLINE PROMOTER SCORETM
Can be used for investment optimization
MODEL B ADVOCACY SALES RELATIONSHIP
Model D Units Sold
Model D Share of Advocacy
Units Sold
Share of Advocacy
©MOTIVEQUEST 10/26/14 37

39. Think
Tribal.
©MOTIVEQUEST 10/26/14 38

40. David Rabjohns
CEO
MotiveQuest
@MotiveQuest
drabjohns@motivequest.com
www.motivequest.com
©MOTIVEQUEST 10/26/14 39

41. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014