behavior is the new black
TRANSCRIPT
BEHAVIOR IS THE NEW BLACK
WHY COMMUNICATORS ARE DUMPING DEMOGRAPHICS IN FAVOR OF INFLUENCING AUDIENCE BEHAVIOR
BONNIE HARRIS
• FOUNDED WAX MARKETING IN 2002
• IMC PRACTICE• PROFESSOR, WVU REED
COLLEGE OF MEDIA@waxgirl333
AGENDA
Basics of buying behaviorPersonas for communicatorsContent Acquisition Behavior
3 Ways to incorporate behavior into your practice
today
A LITTLE BACKGROUND ON OUR LOVE OF DATA
• DEMOGRAPHICS, PSYCHOGRAPHICS AND VALS
• DATA WAREHOUSES• HYPER-LOCAL DATA
@waxgirl333
WHY DON’T DEMOGRAPHICS WORK NOW?
• Proliferation of messaging channels• Customization of consumer access• Distribution• Owned Media
@waxgirl333
By the year 2020, 80% of the customer journey will occur before the buyer ever talks to the brand.
– Gartner, 2015
@waxgirl333
INSTEAD WE FOCUS ON THE CUSTOMER EXPERIENCE.
@waxgirl333
Post-purchase Behavior
Purchase
Solution Evaluation
Information Gathering
Problem Resolution
WARBY PARKER
• LAUNCHED BASED ON BEHAVIOR
• RELIED ON PEER REVIEWS
• INFLUENCED EACH STAGE OF THE CYCLE
• RESPONDED TO ITERATIVE FEEDBACK
@waxgirl333
1. INTRODUCING PERSONAS
OR A SUPER GOOD GUESS
A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
PERSONAS
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QUESTIONS TO THINK ABOUT
• WHAT % OF THE CYCLE IS SELF-DIRECTED?• HOW & WHEN DO THEY
BUILD RELATIONSHIPS?• WHO/WHAT
INFLUENCES THEM?
Some demographics will help visualize your new persona.
@waxgirl333
2. CONTENT ACQUISITION BEHAVIOR
• WHICH CHANNELS DO THEY FREQUENT MOST OFTEN?
• WHEN DO THEY FREQUENT? • WHAT CONTENT ARE THEY LIKELY TO
ABSORB? • HOW QUICKLY DO THEY RESPOND? • WHAT’S THE RESPONSE TRIGGER?
@waxgirl333
LANCE FULTON, YOUNG PROFESSIONAL
• HAS SEVERAL FRIENDS IN NON-PROFITS AND PARTICIPATES ACTIVELY IN FUNDRAISERS
• ON THE BASKETBALL COURT MOST WEEKENDS
• ENGAGEMENT LEVEL: MEDIUM• PREFERRED COMMS – TWITTER,
MOBILE• GIVING CHARACTERISTICS
• GIVES SPORADICALLY • 100% OF DECISION IS MADE
ONLINE• INFLUENCED BY FRIENDS• NEEDS TO SEE DIRECT IMPACT
OF DONATION
LANCE IS A 28 YEAR OLD LAWYER LIVING IN NYC. HE IS VERY SOCIAL AND LOVES TO MEET NEW PEOPLE. HE’S ALWAYS THINKING OF WAYS TO DO MORE GOOD WITH HIS PROFESSION.
BJP PARTY CAMPAIGN
• ELECTED MODI IN 2014
• CREATED A LANDSLIDE VICTORY IN INDIA
• BEHAVIOR OF NON-VOTERS
• UNDERSTANDING OF PERSONAS
• LINKED TRADITIONAL AND BLEEDING EDGE TECHNOLOGY
• HELPS IDENTIFY SUCCESS OF CAB ASSUMPTIONS
• IDENTIFIES POTENTIAL NEW PERSONAS
• ALLOWS FOR ITERATIVE ADJUSTMENT
• HELPS IDENTIFY INFLUENCERS’ ACTUAL INFLUENCE
3. MEASUREMENT
@waxgirl333
HOW TO TEST BEHAVIOR
• THE A/B TEST• SOCIAL MEDIA• GOOGLE ANALYTICS
@waxgirl333
A/B TESTING• ALSO CALLED SPLIT TESTING• TEST CONTENT & TIMING• CREATE ALTERNATE HEADS AND LINKS• MEASURE RESULTS AND ADJUST
@waxgirl333
SOCIAL MEDIA TESTING• FACEBOOK/TWITTER ANALYTICS• USING SOCIAL ADVERTISING • TEST TIMING, FREQUENCY AND CONTENT• MEASURE RESULTS AND ADJUST
@waxgirl333
GOOGLE ANALYTICS• SOCIAL TRAFFIC (UNDER
“ACQUISITION”)• REFERRAL TRAFFIC• MEDIA PAGE OR PRESS CENTER
TRAFFIC• CONSIDER LANDING PAGES FOR
YOUR RELEASES• REVIEW ONCE A WEEK
@waxgirl333
HOW TO BECOME BEHAVIORIST• THINK ABOUT HOW YOU’RE GOING TO MOVE THEM
FROM ONE STAGE TO THE NEXT
• PERSONAS – START TREATING YOUR TARGETS LIKE REAL PEOPLE AND IDENTIFY THEIR BEHAVIOR
• CONTENT ACQUISITION – FIND OUT HOW THEY LIKE TO FIND OUT STUFF
• MEASURE AS YOU GO AND ADJUST ACCORDINGLY
