M2C 2014: World Cup 2014: 3 Ways to Use Social Data to Extend Engagement
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** See Notes for each slide in Separate File ** Many of our clients are thinking about the World Cup or have already started their campaigns. I thought I’d share some lessons we’ve learned along the way using social data in innovative ways.
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M2C 2014: World Cup 2014: 3 Ways to Use Social Data to Extend Engagement
- 1. #jack_mattr Mattr.co World Cup 2014: 3 Ways to Use Social Data to Extend Engagement Presentations and Slide Notes: www.slideshare.net/Mattr_co
- 6. #jack_mattr Mattr.co Brands Will Spend €1.1 billion on The World Cup
- 7. #jack_mattr Mattr.co 4 Steps 1 Find a benchmark; Segment engaged 2 Determine where their eyes are 3 Learn who they listen to 4 Tone your content so they’ll respond
- 8. #jack_mattr Mattr.co Use @FIFAWorldCup as a Benchmark Wholesome Male Single25 - 34
- 9. #jack_mattr Mattr.co Media: Ranked by Popularity 1 4 2 3
- 10. #jack_mattr Mattr.co Media: Ranked by Uniqueness 1 4 2 3
- 11. #jack_mattr Mattr.co Popular Influencers (Sports) 1 4 2 3
- 14. #jack_mattr Mattr.co @FIFAWorldCup Top Brand Personalities by Week Wholesome Rugged Reliable Sophisticated Daring Brand Personalities 25 Feb 4 Mar 11 Mar 18 Mar 25 Mar 1 Apr 8 Apr 15 Apr
- 15. #jack_mattr Mattr.co @FifaWorldCup Top Brand Personalities by Week Wholesome Rugged Reliable Sophisticated Daring Brand Personalities 25 Feb 4 Mar 11 Mar 18 Mar 25 Mar 1 Apr 8 Apr 15 Apr Wholesome People Respond to: Simplicity, Emotion Turned off by: Ambiguity, Hyperbole Rugged People Respond to: Candor, Toughness Turned off by: Rules, Emotion
- 16. #jack_mattr Mattr.co A Very Rugged Tweet
- 17. #jack_mattr Mattr.co @FIFAWorldCup Top Brand Personalities by Week 25 Feb 4 Mar 11 Mar 18 Mar 25 Mar 1 Apr 8 Apr 15 Apr
- 18. #jack_mattr Mattr.co Adidas Matched 2 /3 Top Weeks 25 Feb 15 Apr
- 19. #jack_mattr Mattr.co Coke Only Matched 1 Week
- 20. #jack_mattr Mattr.co Nike Matched 2 /3
- 21. #jack_mattr Mattr.co Miller Matched 2 /3
- 22. #jack_mattr Mattr.co 7 / 12 Overall Match
- 23. #jack_mattr Mattr.co Remove the Guesswork from Your Campaign 1. Decide whether you should participate 2. Uncover the unique media and influencers 3. Tone your content correctly
- 27. #jack_mattr Mattr.co To Get Started... 1. Web browser 2. Any Twitter account 3. A ridiculously small amount of money
- 28. #jack_mattr Mattr.co Plan a Campaign Optimize See Who’s Engaging Target a Persona Gather Persona Insights You launch your Campaign Real Time Segmentation (Surprises...) How They’re Using Mattr: Life of a Campaign
- 30. #jack_mattr Mattr.co Start planning with an Historical Snapshot of Your Audience Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 31. #jack_mattr Mattr.coMattr.co 1. Enter a Twitter Handle 2. Add Hashtags and Keywords 3. We’ll search in the past to profile consumers who have engaged with you. Entire Audience Under EngagedMost Engaged 4. You’ll see 3 Personas we’ve created (or make your own). Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 32. #jack_mattr Mattr.co Select “Most Engaged” to Defend Your Brand Advocates Under EngagedMost Engaged “Under Engaged” to Extend Your Reach Or Custom ? Or Build Your Own Persona Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 33. #jack_mattr Mattr.co Creatives can tone content to the Brand Personality, inspiring your targeted persona to engage. Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 34. #jack_mattr Mattr.co Media Buyers can place content with publishers that have high concentrations of your targeted persona. Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 35. #jack_mattr Mattr.co PR can leverage Most Shared Media to target media yielding a higher probability of going viral. Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 36. #jack_mattr Mattr.co Strategists can partner with unique influencers who: • are best-suited to represent your campaign. • attract high engagement with your targeted persona. • may be more cost- effective than Ellen. Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 37. #jack_mattr Mattr.co Optimize Your Campaign With Real Time Segmentation Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
- 38. #jack_mattr Mattr.co 1. Enter as many Twitter handles as you like. 2. Add campaign hashtags and keywords. 3. See how your segmentation changes during the campaign. Be aware of and leverage unexpected events or trending influencers. Entire Audience Under Engaged Most Engaged Plan a Campaign Optimize It See Who’s Engaging Target a Persona Gather Persona Insights You launch your campaign Real-time Segmentation
Notes de l'éditeur
- My name is Jack Holt, CEO from a software company in San Francisco called Mattr. Many of our clients are thinking about the World Cup or have already started their campaigns. I thought I’d share some lessons we’ve learned along the way using social data in innovative ways.
- Before we talk about the World Cup, I’d like to introduce John. John is a strategist for Ford. His mission we’ll talk about a little today was to launch the new Ford Mustang Globally in 6 cities.
- John and his team had a massive challenge: get people talking about the car outside the typical Mustang buyer. The campaign launch was only 36 hours but, in today’s viral social media market, where anything can happen, is a lifetime of opportunity— or risk.
- Like most all creative marketers, John is an intuitive. But he’s quite innovative in how much he loves data. He relies on data to fuel his intuition rather than replace it. In everything he does, he looks for that elegant solution: his idea of a perfect Mustang is one that is so exquisitely engineered that it can reach drive the Nürburgring in 7 minutes but have a fuel rating of only 2 liters per 100 kilometers. So he wanted to try leveraging their social data as the campaign was running. Remember: he had just 36 hours to make it count. Would social data tell him anything special? If so, would the insight be compelling enough to convince his bosses to take action on it?
- You may be wondering what this case history, the launching of an american muscle car, has to do with World Cup advertising. Well, John took advantage of one of the data points we’ll talk about today that you’ll be able to use to break through the noise of the World Cup.Here’s your challenge:
- With this much money flying around how do you cut through the noise and stand out? We think the answer is in your social data - your consumers are telling you so much about themselves that you just need to listen to them.The good news is that there is so much of this data. The bad news? There’s so much this data! You’ll have to be as precise as an automobile engineer designing a supercar. You must plan extensively and execute accurately. In short, you must remove as much of the guesswork as possible while improving every chance to succeed.If you have the 80 million euros to spend on the World Cup there’s absolutely nothing wrong with the traditional approach to plan your campaign. But I like the Ford approach. John’s approach. It’s so beautifully simple. Give me an elegant, efficient solution. If it costs less, great, but for me? I really want results.
- To properly research your campaign, you should first figure out who you want to target. Remember - you’re being precise. Our clients only profile people who have actually engaged - that way you know they’re real people and not robots and they’re willing to speak out. Then you find where their eyes and wallets are, which celebrities they listen to, and how to create content that appeals specifically to them.
- Why don’t we use Fifa’s most engaged persona as an example? This is from Twitter, by the way - hundreds of thousands of people each day talk about the World Cup on Twitter.The most engaged persona is male, 25-34 years old and single. If you were to read all of their tweets, not just those about the World Cup, you’d see that they respond to simplicity, straight talk, openness, and emotion. You’d also see that they are repelled by ambiguity, complexity, and blandness. This brand personality type is called “Wholesome” by the researchers. More on that later.Now let’s figure out where their eyes are:
- CNN, BBC. No surprises there, right? Everyone is nodding their head because this offers us no surprise.
- For the World Cup fan, take a look at Glenn Greenwald, a journalist with The Intercept. He’s ranked #39 in Popular media but is #1 in Unique for the most engaged World Cup blabber mouth. Deadspin doesn’t even hit the top 50 but he’s #4!Do you see that we’ve uncovered one part of the elegant solution? In these unique media there is a higher concentration of your target persona. Your chances of catching their eyes is far better than with CNN or BBC. Here is where you can point your Public Relations people or where you can place your advertisements and improve your efficiency.Let’s go one step further and look at another channel for engagement, celebrities.
- You’d have to spend a ton of money to get an Andy Murray or Pele to endorse your campaign. But like Media, there are celebrities who have high concentrations of your target audience.
- Now we’ve come to the data point John from Ford used. Remember I told you he’s an Intuitive but also a technical geek? This is how you make an efficient influencer choice: look at Clint Dempsey, a US soccer player; Rory Mcilroy is a pro golfer. These people may be more accessible than the big money stars. And we know the people you want to reach listen when they talk.The last thing we’ll look at is much more subtle and goes back to that Wholesome brand personality I mentioned earlier. Knowing your audience’s brand personality can help you tune your content - that message or video in your advertisement or the pitch your Public Relations people use - to remove one more element of guesswork.It’s that data point that can help fuel your intuition; spark your creativity. It can offer you that leaping off point when you’re brainstorming ideas for content. It’s that last cog in the wheel of your elegant solution.We looked at 8 weeks of Twitter engagement and determined the most dominant brand personality each week for our FIFA engager:
- Now we’ve come to the data point John from Ford used. Remember I told you he’s an Intuitive but also a technical geek? This is how you make an efficient influencer choice: look at Clint Dempsey, a US soccer player; Jessica Ennis-Hill is an Olympic athlete. Rory Mcilroy is a pro golfer. These people may be more accessible than the big money stars. And we know the people you want to reach listen when they talk.The last thing we’ll look at is much more subtle and goes back to that Wholesome brand personality I mentioned earlier. Knowing your audience’s brand personality can help you tune your content - that message or video in your advertisement or the pitch your Public Relations people use - to remove one more element of guesswork.It’s that data point that can help fuel your intuition; spark your creativity. It can offer you that leaping off point when you’re brainstorming ideas for content. It’s that last cog in the wheel of your elegant solution.We looked at 8 weeks of Twitter engagement and determined the most dominant brand personality each week for our FIFA engager:
- Let me take you through this slide piece by piece.Here are 5 brand personalities generally accepted in social market research. You can see that the lead personality for FIFA is shared between Wholesome and Rugged. Wholesome is the heart and Rugged is the flame. They are closely related brand personalities. The others we use are Daring, Reliable, and Sophisticated.
- Both Wholesome and Rugged people respond to simple, straightforward messages. The big difference is that Rugged people are a bit more candid and less responsive to emotional content. You know - those videos that tug at your heartstrings or try to inflame your passion.
- This is a good example of content a Rugged personality would respond to. In fact, it’s still the most engaged tweet for Adidas. It’s very straightforward and concise. “Lead. Don’t Copy”. The negative tense is ok for the Rugged types. To appeal to a Wholesome type I would change this to: “Lead. Stay Original”. See the difference? It’s very subtle.
- Let’s see how Adidas, and some other brands, have done with matching Fifa’s brand personality each week we tracked.Remember: here are FIFA’s again. A combination of Rugged and Wholesome types.Let’s see how Adidas matched up to FIFA:
- We only looked at weeks with high engagement for each brand. For Adidas, it was the first 3 weeks we tracked. They matched 2 of their 3 top weeks. They did not match Fifa’s first week of Wholesome.And now for Coke
- Coke only matched one week, the rugged persona in week 2. Not so good.
- Nike matched 2
- And last, Miller Lite, an “ambush marketer”, so called because Budweiser is an official sponsor, matched 2
- So overall, the brands did pretty well, matching 7/12 or just over half. Again, this is preliminary. I realize that these are very high level metrics. We publish weekly reports and will have a full report with deep data detail in August.
- Now we’ve seen three data points that may help you cut through the noise, including one that John from Ford used in their global Mustang campaign. You have some tools to craft that elegant solution that’s beautifully simple - and efficient. Of course you should look hard at your brand as to whether you should even participate. Are your brand truths too far away from the personas you need to engage? For the World Cup, this would be very rare because there are so many football fans - even in the United States. But, if the content you needed to create seemed inauthentic or dishonest, stay away.If you do decide to go after World Cup engagers, find those unique media and influencers or celebrities. Tone your content so they’ll respond. Remember: remove as much guesswork from your campaigns as possible!
- What about John, from Ford? You already know that he found that surprising influencer while the campaign was running, It was a rapper named Drake. That’s right, a rapper; not a country and western singer. Now imagine the setting in Ford’s “Real Time Content Studio”, watching our social data at it was coming in hour by hour.You have John and his team, who are kind of a cool, hip-looking people, and the Ford executives, a bunch of serious guys in suits and ties. The data - that elegantly simple data, helped John convince them to spend the money to have Drake share a Facebook post during the launch.
- John and his team gained Ford several hundred thousand- maybe millions— of shares from people who were new to the Mustang. And John made believers out of the Ford executives. We all learned a lot from that campaign.But you have an advantage John didn’t. We worked together right before the campaign launched so we could only react once it started. But wouldn’t you like to have more than 36 hours to find these elegant insights to help you plan? If so, you know what to do: leverage your social data and make your campaign as efficient as John’s dream car, that Mustang that goes 300kph with amazing fuel efficiency.