INBOUND15@missrogue Moving Towards Insights- Driven
Strategies

INBOUND15@missrogue 4.75 billion pieces of
content are shared/day! ! …however…! ! 50% of marketers say they don’t have a content strategy

INBOUND15@missrogue Ideas without insights are
akin to throwing darts in the dark.

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an insights-driven marketing legend

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INBOUND15@missrogue “Dichter reported that the
very simplicity of mixes - just add water and stir - made women feel self-indulgent for using them.”

INBOUND15@missrogue “just add an egg”*
*I should note that though Dichter’s work WAS influential, however, there were other factors reported (like fresh eggs made nicer cakes) - this from Laura Shapiro’s work

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INBOUND15@missrogue Insight: “Only 4% of
women consider themselves beautiful.” Strategy: “To create a world where beauty is a source of confidence and not anxiety.”

INBOUND15@missrogue Insight: “Young women start
to feel self-conscious about being a woman after they hit puberty, but not before.”! Strategy: “Spread the message that being a girl is something to be celebrated, far beyond puberty.”

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strategic process

INBOUND15@missrogue the different kinds of
insights + why they matter what you’re looking for (snorkel/scuba method) some of the cool tools that will make your job easier. today you will learn…

INBOUND15@missrogue main insight the three
categories

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1. audience insights

INBOUND15@missrogue it’s less about the
what, more about the why.

INBOUND15@missrogue ★ attitudes + behaviors!
★ needs, wants + goals! ★ life stage! ★ level of understanding! ★ other brands they follow! ★ interests! ★ motivations

INBOUND15@missrogue whois less about demographics
and more about psychographics.

INBOUND15@missrogue [Photo credit: www.opticiantraining.org] Entire
generations of people can’t be lumped into a single category. There is incredible diversity amongst even people the same age, gender, with the same income.

INBOUND15@missrogue attitudes and behaviors attitude:
! • a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. • are usually the result of past experiences, lack of past experience, or outside influence (peer pressure, upbringing, etc). • determine behavior. • only change when there is an intrinsic motivation to change them.

INBOUND15@missrogue The ABC’s of Attitude
! Affective Component ! Behavioral Component ! Cognitive Component

INBOUND15@missrogue needs, wants, and goals
Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/

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life stage
https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle

INBOUND15@missrogue level of understanding beginner/novice
V basic understanding V advanced knowledge V expert

INBOUND15@missrogue other brands they follow
The idea is pretty straight forward, but why? 1.Who are you ‘competing with’ for audience attention 2.Getting a better understanding of the audience interests and tastes 3.Opens up opportunities for collaborations and/or partnerships

INBOUND15@missrogue interests hmmm…that’s why people
unsubscribe when I talk about fashion.

INBOUND15@missrogue motivations • Social currency
- “Sharing this will make me look smarter/ cooler/funnier/hipper.” • Triggers - “I want to share this because it reminds me of something familiar and comfortable.” (relatedness) • Emotions - “I want to share this because it made me feel something strongly.” • Public - “I want to share this to belong to a tribe.” • Practical value - “I want to share this because it’s useful.” • Stories - “I want to share this because I connected to the story.” STEPPS…or what stirs them to share?

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2. cultural insights

INBOUND15@missrogue the importance of culture
Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community of interest. If you attempt to enter a community without understanding the culture, you will be rejected. ! This is much like an anthropological study. Becoming part of the community of interest means that you understand the language, the rules, the leaders, the history, and the trends that are part of that culture.

INBOUND15@missrogue what you need to
know about culture 1.Influential figures/movement 2.Language & memes 3.Historic & current news 4.Rules & mores

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3. competitor insights

INBOUND15@missrogue the competition is… 1.more
than just your proxy competition. eg. if you are offering hair straighteners for curly hair, you are also competing with the natural hair movement. 2.anyone your audience pays attention to, spends their money at…adores! 3.apathy, disinterest, cynicism

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Competition for
GE Reports?

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INBOUND15@missrogue what you are looking
for 1. what are they doing to reach their audience? is it working? what works? what doesn’t? 2. who is in their audience? is it the same as yours? how well do they connect with this audience? 3. Gaps in what they present and what your audience needs/wants/ desires. 4. How you stack up (not only where you are at, but in your capabilities)

INBOUND15@missrogue GAP Analysis SOURCES TOPICS
Primarily Regulary Rarely Never [via: Contently’s Ultimate Content Strategist Playbook]

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INBOUND15@missrogue SWOT Analysis STRENGTHS WEAKNESSES
strong brand awareness! deep industry expertise seen as a stale brand! not great quality OPPORTUNITIES THREATS connected to industry experts, could collaborate! we hear our competition is developing a killer product behind the scenes…have to move fast!

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the sweet spot

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snorkel/scuba
the
method

INBOUND15@missrogue the snorkel/scuba method of
researching Metaphorically, think of it like snorkeling over a huge coral reef. You are trying to cover as much of the reef as possible in a short amount of time. If you see a glimmer of something unique (a sunken ship? a different looking coral? a mermaid?), you’ll want to throw on your scuba gear and dive down to follow your lead. ! Every data set is unique, so where you deep dive will always be different. It’s an art as much as a science.

INBOUND15@missrogue tools of the trade
the

INBOUND15@missrogue gathering the research/data 1.
customer surveys 2. focus groups 3. observations 4. website data 5. third-party data 6. social media data

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1. audience insights

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Twitter analytics
http://analytics.twitter.com

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Facebook analytics

INBOUND15@missrogue Facebook interest graph search
https://www.facebook.com/search/447065328693639/likers/pages-liked

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Google analytics

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StatSocial
http://www.statsocial.com/account/#/my-reports/sample_reports/followers/9224066992169293072/latest/usa/demographics/

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Klear
http://klear.com/profile/HubSpot

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2. cultural insights

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Klear

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StatSocial

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Nexalogy

INBOUND15@missrogue other tools 1. Neilson
2. Environics 3. Experian 4. Pew Research 5. Mintel 6. Google news 7. Euromonitor 8. scholar.google.com

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3. competitor insights

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Nexalogy

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SimplyMeasured

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Meltwater

#INBOUND15@missrogue So with all of
the tools available to us to glean excellent insights, what are we waiting for?

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questions?

INBOUND15@missrogue tara hunt! @missrogue! tara.hunt@totem.tc!
totem

INBOUND15@missrogue image credits page 1.
Ed Schipul - https://www.flickr.com/photos/eschipul/431902450/in/faves-92544710@N00/ page 3. Lorinc - https://www.flickr.com/photos/thlorinc/2147203692/ page 5. Betty Crocker archives page 6. (eggs) Bryan Jones - https://www.flickr.com/photos/bwjones/14872666289/ page 8. Betty Crocker archives page 13. Henry Faber - https://www.flickr.com/photos/henryfaber/230444653/in/faves-92544710@N00/ page 14. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 17. Elizabeth Hahn - www.opticiantraining.org - https://www.flickr.com/photos/128185330@N03/17705922131/in/ faves-92544710@N00/ page 19. Michael Verhoef - https://www.flickr.com/photos/nettsu/5197360443/in/faves-92544710@N00/ page 21. @baddiewinkle - https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle page 26. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 30. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/ page 37. Tampax ad from archives page 41. OZinOH - https://www.flickr.com/photos/75905404@N00/7126147125/in/faves-92544710@N00/ page 43. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 50. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 55. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/