SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
How social segmentscan improve yourmarketing impactDAVID RABJOHNSMOTIVEQUEST
DAIRY PRODUCTS SENTIMENT BY CONSUMER MINDSET
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
A mother A cook A woman witha condition
A healthywoman
A fit woman A woman on adiet
Net
Sen
timen
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
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Nike’s traditional ad budget was reduced by 40% between ‘09-’12
http://fortune.com/2012/02/13/nikes-new-marketing-mojo/
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“Nike is going where its customer is…online communities...to interact even more closely with its consumers.” Mark Parker, CEO, Forbes
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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?
hIp://www.chicagonow.com/markeMngNstrategist/2013/02/kraQsNbreakthroughNinnovaMonNwithNmioNmarkeMngNtoNmillennials/$$
GENERAL$HEALTH$
$2.9$million$
conversaMons$
OBESITY$$$
700,000$conversaMons$
CANCER$$$
900,000$conversaMons$
CROHN’S$&$COLITIS$
$200,000$
conversaMons$
MULTIPLE$SCLEROSIS$
$175,000$
conversaMons$
DIABETES$$$
450,000$conversaMons$
FIBROMYALGIA$$$
100,000$conversaMons$
HEPATITIS$$$
100,000$conversaMons$
RA$&$ARTHRITIS$
$50,000$
conversaMons$
GI$&$$CELIAC$
$120,000$
conversaMons$
CARDIAC$$$
35,000$conversaMons$
CYSTIC$FIBROSIS$
$25,000$
conversaMons$
ASTHMA$&$ALLERGIES$
$35,000$
conversaMons$
LUPUS$$$
20,000$conversaMons$
PSORIASIS$$$
12,000$conversaMons$
HEALTH$&$MEDICAL$
$6$million$
conversaMons$
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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
SHA
RE
OF
PIC
KLE-
TALK
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
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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 itstraight
Fitness & health Pregnancycravings
Frugality (re-usability)
PICKLE JUICE THEMES: 11/2009-10/2010
SHA
RE
OF
PIC
KLE
JUIC
E D
ISC
USS
ION
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.
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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.
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“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
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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
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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.
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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
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DIET PARENT EXERCISE FOOD
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
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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
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EXAMPLE INSURANCE MICROMARKETING Can help you spot and action new opportunities for growth?
1st time car Renters Home RVers Motorcycle Retiree Classic College
SOURCES
AC
TIV
ATI
ON
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MODEL B ADVOCACY & SALES RELATIONSHIP
Model D Units Sold
Model D Share of Advocacy
ONLINE PROMOTER SCORETM Can be used for investment optimization
Un
its S
old
Sha
re o
f Ad
voc
ac
y
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David Rabjohns CEO MotiveQuest @MotiveQuest [email protected] www.motivequest.com