digital trends & disruption...test lookalike social advertising models based upon evidenced...
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D I G I TA L T R E N D S & D I S R U P T I O N
H O W B R A N D S A R E A D A P T I N G T O R E A P T H E R E W A R D S
Anneli Ritari-Stewart, Client Partner
@anneliritari
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We are all publishers…..
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Consumer Behaviour is Changing
0%
10%
20%
30%
40%
50%
60%
70%
80%
Trigger Research Purchase
Smartphone
Tablet
Laptop
Desktop
Source: IAB mobile research
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Rise of the Digital Native
Source: Digital Natives Research PwC 2013
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Connecting
Brands
with People
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Digital behaviour, is just people in disguise
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Actionable Audience Insight - The approachTurn this Into this
messy,
tangled,
unstructured
UNUSEABLE
SOCIAL DATA
structured,
functional,
practical
USEABLE
PEOPLE INSIGHTS
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Comprehensive analysis of an unprompted social focus group scale
to segment & understand who they truly are, what interests them,
how they consume, share and engage with content.
Audience Mapping.
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What platforms can we get data from?
LinkedIn Facebook Flickr Foursquare Google Plus Instagram
PinterestBlogs &
forums Twitter Tumblr Vimeo YouTube
Brandwatch Sysomos
Visible
Intelligence
Radian6
Listening ToolsInsights & APIs Customer data
Any web content
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What can we achieve?
Produce real world audience
segmentation based upon
unprompted digital behaviour
Identify digital data sharing opportunities
& media partners with appropriate brands
& product the audience have an affinity
with
Test lookalike social advertising
models based upon evidenced
behaviours, customer value & interests
Optimised e-mail, SEO & comms content.
As we’ll already understand what content
formats, themes & platforms the audience
engages with
Optimised retention offers & activity with
brands and offers the audience react to
through sharing & interacting with them
Improved segmentation
Optimised Social Ads
Higher Content Interaction
More Effective Media Partnerships
Higher Retention Rates
Newsroom Engagement
Identify key shifts in your audience for
newsroom engagement & surprise &
delight activity
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Audience – BUPA Case Study
Match Mine Analyse
Matching e-mail to Social profiles
& identify brand-connected
audience
Mine social profiles for
data & enrich dataset
Make sense of the
unstructured dataset
“Establish SEO opportunities for BUPA
International though Audience Mapping”
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Bupa Global – Audience Insights Display Performance
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Delivering greater audience engagement and participation
Connecting Brands with People
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Brands that use a ‘Publishing Strategy’
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Recently launched make up and beauty branded products with vloggers – Tanya Burr and Zoella.
Superdrug
Fashion Beauty and Lifestyle vlogger. make-up and
fashion channel on YouTube
Beauty Blogger
3,110,622 Instagram followers
Tanya Burr
Zoella
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Premier Inn
Great British Stories
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Research
Demand – Search Volumes & Trip AdvisorAudience profile – defining & understanding
what is interesting to them
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Content & Outreach
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Premier Inn - Results
Visits
+3,167%
Site Rankings
+6 on average
Targeted Hotels vs. Non-targeted Hotels
Revenue+275%
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This is nothing new…
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But it is happening faster
1 Million in 2 years 15 Million in 8 months
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What’s the answer?
Agility Ability Creativity
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Astra Zeneca - DIG