how to use your social data to inspire engagement - mattr
Post on 14-Sep-2014
99 views
DESCRIPTION
Mattr is the first social segmentation tool for marketers to uncover your audience's Brand Personality - without surveys or polls.TRANSCRIPT
Mattr
Inspire engagement by speaking to your audiences’ personality
Mattr.co
Mattr.co
Problem
Solution
Why Mattr
The Tech
“We don’t really know who’s engaging with our campaigns.”
Mattr.co
“And we’re not sure what kind of content excites them enough to engage.”
Mattr.co
“Or which media to target—other than the obvious ones.”
Mattr.co
“I need this yesterday.
I don’t have time to wait for research.”
Mattr.co
The first social segmentation tool that reveals your audiences’
Brand Personality without surveys or focus
groups.
Introducing Mattr
Mattr.co
Select Clients
Mattr.co
Who Needs Mattr?
Mattr.co
Strategists: Learn insights quickly about your audience’s Brand Personality with no surveys or panels
Media: Discover the media or influencers unique to your target markets for PR, media buys, or endorsements
Creatives: Develop content tuned to your audiences’ Brand Personalities
Mattr.co
How Are Marketers Using Mattr?
Mattr.co
Mattr.co
Plan a Campaign Optimize
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourCampaign
Real Time Segmentation
How They’re Using Mattr: Life of a Campaign
Mattr.co
Start planning with an Historical Snapshot of
Your Audience
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
1. Enter a Twitter Handle
2. Add Hashtags and Keywords
3. We’ll search in the past to profile consumers who have engaged with you.
Entire Audience
Under EngagedMost Engaged
4. You’ll see 3 Personas we’ve created (or make your own).
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
Select “Most Engaged” to Defend Your
Brand Advocates
Under EngagedMost Engaged
“Under Engaged” to Extend Your
Reach
Or
Custom
?
OrBuild Your
Own Persona
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
Creatives can tone content to the Brand Personality, inspiring your targeted persona to engage.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
Media Buyers can place content with publishers that have high concentrations of your targeted persona.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
PR can leverage Most Shared Media to target media yielding a higher probability of going viral.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
Strategists can partner with unique influencers who:• are best-suited to
represent your campaign.
• attract high engagement with your targeted persona.
• may be more cost-effective than Ellen.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
Optimize Your Campaign With Real Time Segmentation
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr.co
1. Enter as many Twitter handles as you like.
2. Add campaign hashtags and keywords.3. See how your segmentation changes during the campaign. Be aware of and leverage unexpected events or trending influencers.
Entire Audience
Under Engaged
Most Engaged
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
Mattr Tech
Mattr.co
At Mattr, we feel that people are more than numbers.
People respond when brands talk to them as people.
So we created a technology that reveals a person’s Brand Personality without a survey.Mattr.co
Mattr’s Proprietary Brand Personality
Segmentation
Mattr.co
• A combination of the broadly-accepted “Big Five” personality types and Aakers brand personality analysis.
• Tested and retested for 2 years by a professor of psychology from Yale and our data scientists from MIT.
9 Words You Use That Give Away Your
PersonalityAgreeableness: Biological process words, such as ‘exercise’, ‘rehab’ and ‘drink’, are positively correlated with agreeableness.
Mattr.co
Conscientiousness: Perception words, such as ‘scent’, ‘seeing’ and ‘sour’, are negatively correlated with conscientiousness. People who use more perception words tend to be more impulsive. Neuroticism: Ingestion words, such as ‘cook’, ‘coffee’ and ‘ate’, are correlated with neuroticism. People who use more ingestion words tend to be less emotionally stable.
(and 1451 more words, phrases, and activities which make up the foundation of our Brand Personality algorithms)
Problem: Budgets required that segmentation reports were refreshed annually instead of quarterlySolution: Mattr coded in the client’s proprietary segmentation model, then compared our results to a control group of surveyed consumers.
Results: Mattr’s algorithms correlated to 85% accuracy. Segmentation analysis can now be conducted on-demand, for 1/10th the annual cost, with a SAAS implementation available to all authorized users.
Case Study
Online Product:
Mattr.co
Brands
Small Agencies
Large Agencies
Used By: To:Demonstrate valuable, innovative insights previously out of reach for smaller budgets. Starts as low as $99.
Pitch clients with a competitive edge; monitor live campaigns to bolster your standing as an innovator.
Include last-minute social data in your Insights presentations. Leverage the product with live data to rally buy-in from management for a larger solution that reduces your research budget.
brands.mattr.co
Custom Solutions
Mattr.co
Brands
Large Agencies
Used By: To:
Leverage your IP with a refreshable online tool showcasing your custom segmentation models.
Provide Insights which are refreshable on-demand, unbiased, and at a 1/10th of the cost of research reports.
Upload your agency Influencer lists for actionable endorsement data.
Demonstrate leader-of-the-pack innovation with additional social networks.
Founded in 2011, Mattr set out to cluster “like-minded” people on the Web with a fully passive and accessible solution.
Two years and a lot of testing later, we launched the Mattr Brands Application, a tool for brands and agency account teams to use before the campaign to either supplement or replace traditional market segmentation and research.
Who We Are
San Francisco | Austin
Web Video Blog Whitepaper
Mattr.co
Jack Holt, Product : [email protected]
Thank you.Kyle Leach, Customer : [email protected]
Al Raphael, Data Science: [email protected]
Mattr.co
(and 10 other full-timers)