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A speech and presentation shared at the 2014 Socialmedia.org brands only conference in Orlando by David Rabjohns, CEO of MotiveQuest.
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How SOCIAL SEGMENTS
can improve your MARKETING IMPACT.
Socialmedia.orgOctober 2014
MICRO-MARKETINGA new approach to growth
2 Examples
3 Tips
Major shift
How can a plate of cheese and broccoli be
the key to a shift in customer behavior?
DAIRY PRODUCTS SENTIMENT BY CONSUMER MINDSET
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
A mother A cook A woman with
a condition
A healthy
woman
A fit woman A woman on a
diet
Net
Sen
tim
en
t Cheese
Milk
Yogurt
People feel differently about cheese in
different contexts – MICRO SEGMENTATION
MODERN MARKETING
…for the first time…you can
actually get to markets that
you never could before. Mark Addicks, CMO, General Mills
MICRO SEGMENTATION + MODERN MARKETING= MICRO-MARKETING
MICRO-MARKETING
In simple English…
Identify passionAnd talk to it
MODEL B ADVOCACY & SALES RELATIONSHIP
Model D Units Sold
Model D Share of Advocacy
DONE WELL SALES WILL GO UP
Un
its
Sold
Shar
e o
f A
dvo
cacy
10©MOTIVEQUEST 10/28/2014
Nike’s traditional ad budget was reduced by
40% between ‘09-’12http://fortune.com/2012/02/13/nikes-new-marketing-mojo/
11©MOTIVEQUEST 10/28/2014
“Nike is going where its
customer is…online
communities...to interact
even more closely with its
consumers.”
Mark Parker, CEO, Forbes
12©MOTIVEQUEST 10/28/2014
Community engagement Product buzzSoftware relationships
13©MOTIVEQUEST 10/28/2014
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/
Kraft used this insight build a $200m new
beverage brand in three years?
http://www.chicagonow.com/marketing-strategist/2013/02/krafts-breakthrough-innovation-with-mio-marketing-to-millennials/
But how can you do it?
NOT
17©MOTIVEQUEST 10/28/2014
Our interests and passions are contextual not demographic
18©MOTIVEQUEST 10/28/2014
ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK
19©MOTIVEQUEST 10/28/2014
ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK
GENERAL HEALTH
2.9 millionconversations
OBESITY
700,000conversations
CANCER
900,000conversations
CROHN’S & COLITIS
200,000conversations
MULTIPLE SCLEROSIS
175,000conversations
DIABETES
450,000conversations
FIBROMYALGIA
100,000conversations
HEPATITIS
100,000conversations
RA & ARTHRITIS
50,000conversations
GI & CELIAC
120,000conversations
CARDIAC
35,000conversations
CYSTIC FIBROSIS
25,000conversations
ASTHMA & ALLERGIES
35,000conversations
LUPUS
20,000conversations
PSORIASIS
12,000conversations
HEALTH & MEDICAL
6 millionconversations
21©MOTIVEQUEST 10/28/2014
LASSO PASSION
A BRAND IN A PICKLE
22©MOTIVEQUEST 10/28/2014
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
SH
AR
E O
F P
ICK
LE-T
ALK
31.5%
13.0%
10.5% 10.4%
7.8%
5.3% 4.8% 4.2% 3.6% 3.6%2.7% 2.7%
0%
10%
20%
30%
40%
Source: Pickle Conversations – 11/2009-10/2010
23©MOTIVEQUEST 10/28/2014
STORIES People talk about the many ways they have found to use pickles
24©MOTIVEQUEST 10/28/2014
PICKLE PASSION Much broader than expected
53.9%
22.4% 21.4%
10.7%9.2% 9.1%
0%
10%
20%
30%
40%
50%
60%
Recipes (food) Recipes (drink) Drinking it
straight
Fitness & health Pregnancy
cravings
Frugality (re-
usability)
PICKLE JUICE THEMES: 11/2009-10/2010
SH
AR
E O
F P
ICK
LE J
UIC
E D
ISC
USSIO
N
Source: Pickle Conversations – 11/2009-10/2010
Pickle juice is fun to talk about because it
is a veritable Swiss Army Knife, full of
hidden and surprising uses.
25©MOTIVEQUEST 10/28/2014
SOCIAL FUEL A catalyst for idea sharing
26©MOTIVEQUEST 10/28/2014
FACEBOOK New ideas
27©MOTIVEQUEST 10/28/2014
YOU TUBE Educational medium
28©MOTIVEQUEST 10/28/2014
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.
29©MOTIVEQUEST 10/28/2014
“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
30©MOTIVEQUEST 10/28/2014GREEK GROWTH
31©MOTIVEQUEST 10/28/2014
32©MOTIVEQUEST 10/28/2014
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
33©MOTIVEQUEST 10/28/2014
SOURCES The context changes the action drivers.
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
BodyBuilding.com – 4
RunnersWorld.com – 12
HealingWell.com – 17
WholeFoodsMarket.com – 11
ChowHound.com – 14
DIETING PARENTING
FITNESS/TRAINING COOKING
Note: The number to the right of
the site is the contributing rank of
yogurt conversation.
34©MOTIVEQUEST 10/28/2014
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
ATHLETES FOODIES
“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
“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
% of yogurt posters
26.9%% of yogurt posters
17.0%
11.0%% of yogurt posters
10.2%% of yogurt posters
35©MOTIVEQUEST 10/28/2014
DIET PARENTEXERCISEFOOD
FEEL ACCOMPLISHED
FEEL TRANSFORMED
FEEL SENSUAL
FEEL PURE
FEEL CONNECTED
FEEL NURTURING
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
94
95
140
89
103
96
124
94
71
91
96
77
82
83
75
113
93
210
YOGURT SEGMENTS People are motivated by different aspects of Greek yogurt in
different circumstances.
Source: Yogurt Conversations, 3/1/2012-2/29/2012
36©MOTIVEQUEST 10/28/2014
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.
37©MOTIVEQUEST 10/28/2014
EXAMPLE INSURANCE MICROMARKETINGCan help you spot and action new opportunities for growth?
1st time car RentersHomeRVers Motorcycle Retiree Classic College
SOURCES
AC
TIV
ATI
ON
38©MOTIVEQUEST 10/28/2014
Think
Tribal.
39©MOTIVEQUEST 10/28/2014
David Rabjohns
CEO
MotiveQuest
@MotiveQuest
www.motivequest.com