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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 content
strategy
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-indulgent for using them.”
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
INBOUND15@missrogue
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.”
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.”
INBOUND15@missrogue
strategic process
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…
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 brands they follow!
★ interests!
★ motivations
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
category. There is incredible
diversity amongst even people
the same age, gender, with the
same income.
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.
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’ for audience attention

2.Getting a better understanding of the audience interests and
tastes 

3.Opens up opportunities for collaborations and/or partnerships
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.”

• 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?
INBOUND15@missrogue
2. cultural insights
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.
INBOUND15@missrogue
what you need to know about culture
1.Influential figures/movement

2.Language & memes

3.Historic & current news

4.Rules & mores
INBOUND15@missrogue
3. competitor insights
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
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? 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)
INBOUND15@missrogue
GAP Analysis
SOURCES
TOPICS
Primarily
Regulary
Rarely
Never
[via: Contently’s Ultimate Content Strategist Playbook]
INBOUND15@missrogue
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!
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 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.
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. third-party data

6. social media data
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/latest/usa/demographics/
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. Euromonitor

8. scholar.google.com
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@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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