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INBOUND15@missrogue
Moving
Towards
Insights-
Driven
Strategies
INBOUND15@missrogue
4.75 billion pieces of content are shared/day!
!
…however…!
!
50% of marketers say they don’t have a c...
INBOUND15@missrogue
Ideas without insights are
akin to throwing darts in the
dark.
INBOUND15@missrogue
an insights-driven marketing legend
INBOUND15@missrogue
INBOUND15@missrogue
“Dichter reported that the very simplicity of mixes - just add water
and stir - made women feel self-i...
INBOUND15@missrogue
“just add an egg”*
*I should note that though Dichter’s work WAS influential, however, there were othe...
INBOUND15@missrogue
INBOUND15@missrogue
Insight: “Only 4% of women consider themselves beautiful.”
Strategy: “To create a world where beauty i...
INBOUND15@missrogue
Insight: “Young women start to feel self-conscious about being a
woman after they hit puberty, but not...
INBOUND15@missrogue
strategic process
INBOUND15@missrogue
the different kinds of insights + why they matter

what you’re looking for (snorkel/scuba method)

som...
INBOUND15@missrogue
main insight
the three
categories
INBOUND15@missrogue
1. audience insights
INBOUND15@missrogue
it’s less about the what,
more about the why.
INBOUND15@missrogue
★ attitudes + behaviors!
★ needs, wants + goals!
★ life stage!
★ level of understanding!
★ other brand...
INBOUND15@missrogue
whois less about demographics and more about
psychographics.
INBOUND15@missrogue
[Photo credit: www.opticiantraining.org]
Entire generations of people
can’t be lumped into a single
ca...
INBOUND15@missrogue
attitudes and behaviors
attitude: 

!
• a set of emotions, beliefs, and behaviors toward a particular
...
INBOUND15@missrogue
The ABC’s of Attitude

!
Affective Component
!
Behavioral Component

!
Cognitive Component
INBOUND15@missrogue
needs, wants, and goals
Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/
INBOUND15@missrogue
life stage
https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle
INBOUND15@missrogue
level of understanding
beginner/novice
V

basic understanding 

V

advanced knowledge 

V

expert
INBOUND15@missrogue
other brands they follow
The idea is pretty straight forward, but why?

1.Who are you ‘competing with’...
INBOUND15@missrogue
interests
hmmm…that’s
why people
unsubscribe
when I talk
about fashion.
INBOUND15@missrogue
motivations
• Social currency - “Sharing this will make me look smarter/
cooler/funnier/hipper.”

• Tr...
INBOUND15@missrogue
2. cultural insights
INBOUND15@missrogue
the importance of culture
Today’s customer is incredibly sensitive to inauthentic attempts to pander t...
INBOUND15@missrogue
what you need to know about culture
1.Influential figures/movement

2.Language & memes

3.Historic & c...
INBOUND15@missrogue
3. competitor insights
INBOUND15@missrogue
the competition is…
1.more than just your proxy competition. eg. if you are
offering hair straightener...
INBOUND15@missrogue
Competition for
GE Reports?
INBOUND15@missrogue
INBOUND15@missrogue
what you are looking for
1. what are they doing to reach their audience? is it working? what
works? wh...
INBOUND15@missrogue
GAP Analysis
SOURCES
TOPICS
Primarily
Regulary
Rarely
Never
[via: Contently’s Ultimate Content Strateg...
INBOUND15@missrogue
INBOUND15@missrogue
SWOT Analysis
STRENGTHS WEAKNESSES
strong brand awareness!
deep industry expertise
seen as a stale bra...
INBOUND15@missrogue
the sweet spot
INBOUND15@missrogue
snorkel/scuba
the
method
INBOUND15@missrogue
the snorkel/scuba method of researching
Metaphorically, think of it like snorkeling over a huge coral ...
INBOUND15@missrogue
tools of the trade
the
INBOUND15@missrogue
gathering the research/data
1. customer surveys

2. focus groups

3. observations

4. website data

5....
INBOUND15@missrogue
1. audience insights
INBOUND15@missrogue
Twitter analytics
http://analytics.twitter.com
INBOUND15@missrogue
Facebook analytics
INBOUND15@missrogue
Facebook interest graph search
https://www.facebook.com/search/447065328693639/likers/pages-liked
INBOUND15@missrogue
Google analytics
INBOUND15@missrogue
StatSocial
http://www.statsocial.com/account/#/my-reports/sample_reports/followers/9224066992169293072...
INBOUND15@missrogue
Klear
http://klear.com/profile/HubSpot
INBOUND15@missrogue
2. cultural insights
INBOUND15@missrogue
Klear
INBOUND15@missrogue
StatSocial
INBOUND15@missrogue
Nexalogy
INBOUND15@missrogue
other tools
1. Neilson

2. Environics

3. Experian

4. Pew Research

5. Mintel

6. Google news

7. Eur...
INBOUND15@missrogue
3. competitor insights
INBOUND15@missrogue
Nexalogy
INBOUND15@missrogue
SimplyMeasured
INBOUND15@missrogue
Meltwater
#INBOUND15@missrogue
So with all of the
tools available to
us to glean
excellent
insights, what are
we waiting for?
INBOUND15@missrogue
questions?
INBOUND15@missrogue
tara hunt!
@missrogue!
tara.hunt@totem.tc!
totem
INBOUND15@missrogue
image credits
page 1. Ed Schipul - https://www.flickr.com/photos/eschipul/431902450/in/faves-92544710@...
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Moving Towards Insights-Driven Strategies

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There are lots of analytics you can pull when you are working with a large audience to determine what people like/don't like, but there is also a lot of behavioural/interest data that can be used to determine what they will respond to as you are planning your strategies. This presentation was given at Inbound 2015 in Boston (September 8-11).

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Moving Towards Insights-Driven Strategies

  1. INBOUND15@missrogue Moving Towards Insights- Driven Strategies
  2. INBOUND15@missrogue 4.75 billion pieces of content are shared/day! ! …however…! ! 50% of marketers say they don’t have a content strategy
  3. INBOUND15@missrogue Ideas without insights are akin to throwing darts in the dark.
  4. INBOUND15@missrogue an insights-driven marketing legend
  5. INBOUND15@missrogue
  6. INBOUND15@missrogue “Dichter reported that the very simplicity of mixes - just add water and stir - made women feel self-indulgent for using them.”
  7. INBOUND15@missrogue “just add an egg”* *I should note that though Dichter’s work WAS influential, however, there were other factors reported (like fresh eggs made nicer cakes) - this from Laura Shapiro’s work
  8. INBOUND15@missrogue
  9. INBOUND15@missrogue Insight: “Only 4% of women consider themselves beautiful.” Strategy: “To create a world where beauty is a source of confidence and not anxiety.”
  10. INBOUND15@missrogue Insight: “Young women start to feel self-conscious about being a woman after they hit puberty, but not before.”! Strategy: “Spread the message that being a girl is something to be celebrated, far beyond puberty.”
  11. INBOUND15@missrogue strategic process
  12. INBOUND15@missrogue the different kinds of insights + why they matter what you’re looking for (snorkel/scuba method) some of the cool tools that will make your job 
 easier. today you will learn…
  13. INBOUND15@missrogue main insight the three categories
  14. INBOUND15@missrogue 1. audience insights
  15. INBOUND15@missrogue it’s less about the what, more about the why.
  16. INBOUND15@missrogue ★ attitudes + behaviors! ★ needs, wants + goals! ★ life stage! ★ level of understanding! ★ other brands they follow! ★ interests! ★ motivations
  17. INBOUND15@missrogue whois less about demographics and more about psychographics.
  18. INBOUND15@missrogue [Photo credit: www.opticiantraining.org] Entire generations of people can’t be lumped into a single category. There is incredible diversity amongst even people the same age, gender, with the same income.
  19. INBOUND15@missrogue attitudes and behaviors attitude: ! • a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. • are usually the result of past experiences, lack of past experience, or outside influence (peer pressure, upbringing, etc). • determine behavior. • only change when there is an intrinsic motivation to change them.
  20. INBOUND15@missrogue The ABC’s of Attitude ! Affective Component ! Behavioral Component ! Cognitive Component
  21. INBOUND15@missrogue needs, wants, and goals Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/
  22. INBOUND15@missrogue life stage https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle
  23. INBOUND15@missrogue level of understanding beginner/novice V basic understanding V advanced knowledge V expert
  24. INBOUND15@missrogue other brands they follow The idea is pretty straight forward, but why? 1.Who are you ‘competing with’ for audience attention 2.Getting a better understanding of the audience interests and tastes 3.Opens up opportunities for collaborations and/or partnerships
  25. INBOUND15@missrogue interests hmmm…that’s why people unsubscribe when I talk about fashion.
  26. INBOUND15@missrogue motivations • Social currency - “Sharing this will make me look smarter/ cooler/funnier/hipper.” • Triggers - “I want to share this because it reminds me of something familiar and comfortable.” (relatedness) • Emotions - “I want to share this because it made me feel something strongly.” • Public - “I want to share this to belong to a tribe.” • Practical value - “I want to share this because it’s useful.” • Stories - “I want to share this because I connected to the story.” STEPPS…or what stirs them to share?
  27. INBOUND15@missrogue 2. cultural insights
  28. INBOUND15@missrogue the importance of culture Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community of interest. If you attempt to enter a community without understanding the culture, you will be rejected. ! This is much like an anthropological study. Becoming part of the community of interest means that you understand the language, the rules, the leaders, the history, and the trends that are part of that culture.
  29. INBOUND15@missrogue what you need to know about culture 1.Influential figures/movement 2.Language & memes 3.Historic & current news 4.Rules & mores
  30. INBOUND15@missrogue 3. competitor insights
  31. INBOUND15@missrogue the competition is… 1.more than just your proxy competition. eg. if you are offering hair straighteners for curly hair, you are also competing with the natural hair movement. 2.anyone your audience pays attention to, spends their money at…adores! 3.apathy, disinterest, cynicism
  32. INBOUND15@missrogue Competition for GE Reports?
  33. INBOUND15@missrogue
  34. INBOUND15@missrogue what you are looking for 1. what are they doing to reach their audience? is it working? what works? what doesn’t? 2. who is in their audience? is it the same as yours? how well do they connect with this audience? 3. Gaps in what they present and what your audience needs/wants/ desires. 4. How you stack up (not only where you are at, but in your capabilities)
  35. INBOUND15@missrogue GAP Analysis SOURCES TOPICS Primarily Regulary Rarely Never [via: Contently’s Ultimate Content Strategist Playbook]
  36. INBOUND15@missrogue
  37. INBOUND15@missrogue SWOT Analysis STRENGTHS WEAKNESSES strong brand awareness! deep industry expertise seen as a stale brand! not great quality OPPORTUNITIES THREATS connected to industry experts, could collaborate! we hear our competition is developing a killer product behind the scenes…have to move fast!
  38. INBOUND15@missrogue the sweet spot
  39. INBOUND15@missrogue snorkel/scuba the method
  40. INBOUND15@missrogue the snorkel/scuba method of researching Metaphorically, think of it like snorkeling over a huge coral reef. You are trying to cover as much of the reef as possible in a short amount of time. If you see a glimmer of something unique (a sunken ship? a different looking coral? a mermaid?), you’ll want to throw on your scuba gear and dive down to follow your lead. ! Every data set is unique, so where you deep dive will always be different. It’s an art as much as a science.
  41. INBOUND15@missrogue tools of the trade the
  42. INBOUND15@missrogue gathering the research/data 1. customer surveys 2. focus groups 3. observations 4. website data 5. third-party data 6. social media data
  43. INBOUND15@missrogue 1. audience insights
  44. INBOUND15@missrogue Twitter analytics http://analytics.twitter.com
  45. INBOUND15@missrogue Facebook analytics
  46. INBOUND15@missrogue Facebook interest graph search https://www.facebook.com/search/447065328693639/likers/pages-liked
  47. INBOUND15@missrogue Google analytics
  48. INBOUND15@missrogue StatSocial http://www.statsocial.com/account/#/my-reports/sample_reports/followers/9224066992169293072/latest/usa/demographics/
  49. INBOUND15@missrogue Klear http://klear.com/profile/HubSpot
  50. INBOUND15@missrogue 2. cultural insights
  51. INBOUND15@missrogue Klear
  52. INBOUND15@missrogue StatSocial
  53. INBOUND15@missrogue Nexalogy
  54. INBOUND15@missrogue other tools 1. Neilson 2. Environics 3. Experian 4. Pew Research 5. Mintel 6. Google news 7. Euromonitor 8. scholar.google.com
  55. INBOUND15@missrogue 3. competitor insights
  56. INBOUND15@missrogue Nexalogy
  57. INBOUND15@missrogue SimplyMeasured
  58. INBOUND15@missrogue Meltwater
  59. #INBOUND15@missrogue So with all of the tools available to us to glean excellent insights, what are we waiting for?
  60. INBOUND15@missrogue questions?
  61. INBOUND15@missrogue tara hunt! @missrogue! tara.hunt@totem.tc! totem
  62. INBOUND15@missrogue image credits page 1. Ed Schipul - https://www.flickr.com/photos/eschipul/431902450/in/faves-92544710@N00/ page 3. Lorinc - https://www.flickr.com/photos/thlorinc/2147203692/ page 5. Betty Crocker archives page 6. (eggs) Bryan Jones - https://www.flickr.com/photos/bwjones/14872666289/ page 8. Betty Crocker archives page 13. Henry Faber - https://www.flickr.com/photos/henryfaber/230444653/in/faves-92544710@N00/ page 14. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 17. Elizabeth Hahn - www.opticiantraining.org - https://www.flickr.com/photos/128185330@N03/17705922131/in/ faves-92544710@N00/ page 19. Michael Verhoef - https://www.flickr.com/photos/nettsu/5197360443/in/faves-92544710@N00/ page 21. @baddiewinkle - https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle page 26. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 30. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/ page 37. Tampax ad from archives page 41. OZinOH - https://www.flickr.com/photos/75905404@N00/7126147125/in/faves-92544710@N00/ page 43. Igor Zalbidea - https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/ page 50. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/ page 55. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/
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There are lots of analytics you can pull when you are working with a large audience to determine what people like/don't like, but there is also a lot of behavioural/interest data that can be used to determine what they will respond to as you are planning your strategies. This presentation was given at Inbound 2015 in Boston (September 8-11).

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