New at Mattr: Values-Based Segmentation and Influence Marketing

The Unexpected is Amazing. Or Terrifying.

What if your audience wasn’t what your research said it was six months ago?

You already know Mattr is big on personality, giving you qualitative answers in 60 milliseconds instead of 60 days (or more). What if we went a step further and you knew if your audience was conservative or liberal, traditional or non-conformist, an early tech adopter, and even its degree of price sensitivity?

We did. Imagine how much that information could impact your advertising, content and PR strategies, especially in real time advertising.

In short, surprises are awesome–so long as you’re prepared.

Launch blog

Now you can see it in real time

Today we announced the Values-Based Social Segmentation expansion of Mattr. We’ve been working hard on this for quite a while and are now happy to say we can provide you with the qualitative information on audiences you’ve long been seeking. With this insight, you can increase brand awareness, consideration / engagement, and conversion.

Using personality traits, STEEP values (social, technological, environmental, economic and political), interests and demographics, you can now create multi-layered personas of your brand’s audience so you can target segments more effectively and align your brand personality and values with a specific audience. Oh, and again, we can give you this information in milliseconds as compared to the weeks required to get it using traditional research models.

Think about some of the ways this data could benefit you:

Better content – whether it’s owned, earned or paid content, having an understanding of your audience’s personality and mindset can enable you to create better content that resonates with them on a deeper level.

Better media placement – again, it doesn’t matter what the content is, but if you know who and what your audiences follow, it presents a better opportunity to pitch, place or publish your content somewhere it will reach them.

Better partnerships – knowing the companies, celebrities and media outlets your audience follows helps you more effectively form partnerships that can drive results for you.

Better engagement – connecting with your audience on a more personal level by showing you understand their values makes it more likely they’ll communicate back with you.

Influence the right buyers, with the right message, from the right people, at the right time

Right. We also added what we think is the best Influence Marketing product in the market. We can now help you identify the most appropriate influencers to target for your brand or event at the different stages of the buying cycle. You enter keywords and we deliver you influencers – but not simply via a list of names.

Using a tiered system, we discover all the influencers you need to know to get from awareness to conversion in markets worldwide:

Macro: Build awareness through paid content
Mid-level: Channel owned content and press for buying consideration
Micro: Funnel calls-to-action for conversions

Tapping into influence is an important part of marketing programs, so we didn’t stop at simply identifying individual influencers. We went further with our Influence Marketing feature so you can identify influential conversations. Sometimes there’s a topic, keyword or trend that’s a priority for a brand. We allow you to monitor those conversations in real-time so you can use them to your advantage.

On a personal note, we at Mattr are very proud of the new Social Segmentation and Influence Marketing features we’ve added. This is the biggest update ever to Mattr and I’m blown away by how hard our team has worked to provide our customers with these new features. Our longtime customers know that we typically take an iterative approach to our updates and extensions. That’s still the case. We’ll be rolling out more elements of our new features in the coming weeks and month – much of it based on customer feedback, so please, let us know what you think. Your opinion matters (pun intended).

Jack

Small Business Influencer Awards- Recognition for the SMB Community

The Small Business Influencer Awards voting went live this afternoon, and our CEO and Co-Founder Jack Holt was one of the many worthy people to be nominated in the Leader category (Go Jack!). As we greatly appreciate the nomination, we also agree that helping to bring attention to small businesses and those that support them is a pretty big deal. So we’re doing our part and helping to spread the word.

There’s some great information about the Small Business Influencer Awards included in the press release below, as well as several reasons why this award stands out from others.

As mentioned so eloquently in the comments of the article, “the SMB community needs this type of (award). It brings us together and gives much-needed recognition to deserving businesses, products & individuals.”

If you would like to show your support for small businesses and those that encourage them, please take a moment to vote! If not for Jack, then for another nominee- they will surely thank you. And so do we!

Mattr

———–

FOR IMMEDIATE RELEASE

Jack Holt, CEO of Mattr, Nominated For 2014 Small Business Influencer Awards

Cleveland, OH, August 29, 2014 – Jack Holt, CEO & Co-Founder of Mattr, has been nominated for the 2014 Small Business Influencer Awards in the category of Leaders.

The Small Business Influencer Awards honor those who are influential to small businesses in North America, through the products, services, knowledge, information or support they provide to the small business market.

The Awards are designed to recognize the unsung heroes of small businesses – those who support and encourage entrepreneurs and small business owners, and help them achieve success and stay successful.

Says Anita Campbell, CEO of Small Business Trends and one of the co-founders of the Awards along with Ramon Ray of SmallBizTechnology.com, “Influencers are those who play crucial roles in the small business ecosystem, but who often are in the background. Many of the nominees are themselves small business owners, entrepreneurs or small businesses. The impact of the Awards goes well beyond nominees, however – the awards also encourage and excite the nominees’ employees. The Awards are intended to provide that added little boost in motivation and morale that can make a big difference in results. Being nominated also distinguishes the nominee from competitors, and in that sense can lead to competitive advantage.”

About the Small Business Influencer Awards

The Small Business Influencer Awards, now in their third year, enable the small business community to nominate and show their support for those that influence and support them. The Awards have an open nomination period, with community voting, and then a judging period by a group of industry-knowledgeable judges.

The Small Business Influencer Awards initiative is produced by Small Business Trends, an award-winning online publication, serving over 6,000,000 small business owners, stakeholders and entrepreneurs annually, and SmallBizTechnology.com, a media company that produces online content and live events educating small and mid-sized companies on how to strategically use technology as a tool to grow their businesses. The Awards can be found on the Web at: SMBInfluencers.com.

CONTACT:

Anita Campbell, Co-Founder
Small Business Influencer Awards
admin@smallbiztrends.com
Twitter hashtag: #SMBInfluencer

###

Why (You Think) The Ice Bucket Challenge is Stupid

“Why don’t they just give some money to ALS and skip the stupid Facebook video?”

If you’ve thought something like this, you’re not alone. In fact, millions of people probably share your opinion. And all of these people have some specific values in common. You’re not a bad person; it’s just that the craze around the Ice Bucket Challenge pushed your “scorn button”. Why?

Bringing this thought to work, does your brand marketing push your consumers’ buttons?

So far, the Ice Bucket Challenge has provided a whopping $41 million in donations.Intellectually, you know this couldn’t have happened without the awareness of the Ice Bucket. Let’s talk about the buttons the creators of the Challenge dialed in and specifically, the emotions elicited by values we all share. Then, how you may be able do the same with your marketing content.

We All Have Them

Without going into deep detail about values in this piece (plug: which we’re adding to our platform in September), research shows that every culture shares the same core values:

Researchers agree that the Schwartz Circumplex Model of Values is a good adaptation of earlier values research.

Most researchers agree that the Schwartz Circumplex Model of Values is a good adaptation of earlier values research. Importantly, this is a “circumplex”, which infers that there’s a relationship between the values, even if they’re conflicting, and that our values may move along the circumplex throughout our lives.

For example, Self-Enhancement comes at the expense of Self-Transcendence. If you’re very open to change, or a non-conformist like Richard Branson, you’re less likely to be that more deliberate person steeped in tradition.

How You Can Leverage Values and Emotions

Adapting Schwartz so that we can apply these great data to our marketing efforts, Arizona State University researched how emotions and values are linked in consumer purchases. From their research, we can illustrate ASU’s work:

 

How Values and Emotions are Linked

Now think back to the Ice Bucket Challenge. What value-buttons are they pushing? What value-buttons do you push with your content marketing or branding?

Shame on You!

Universalism (your “Public Self”), among all cultures, is said to be the dominant value. It makes sense; if we want to survive, we need to look out for everyone and the planet – not just our clan or tribe, which would be “benevolence”. In the Walking Dead, Hershel is the Universalist while Rick is the benevolent leader, suspicious of outsiders and fiercely protective of his group (if this changes in the last season, don’t tell me).

Universalists are sincerely sympathetic to the plight of illegal immigrants from Mexico and Central America or Syrian refugees. They may give money to the homeless and observe water or ozone restrictions. This public self value comes at the expense of both the private self and self-indulgence. It’s “Self-Transcendence” in Schwartz’s circumplex, “Public Self” in the second adaptation.

Most interestingly, the leading emotion evoked by public self values like Universalism and Benevolence? Shame.

How to Spin the Shame Card

Shame alone doesn’t work, at least not as well. Before there was the Ice Bucket Challenge, there was Movember, which donates money for men’s health. The social proof provided by Movember and the Ice Bucket Challenge does a fine job of spreading the shame. Do you share those horribly sad images of starving children? Of course not. Jonah Berger writes about the research conducted about “why we share” in his book, Contagious.

Those sad images just aren’t fun, which is what we’re wanting more and more. Self-Indulgence, or Hedonism, is the second value in the Challenge that makes it, and Movember contagious. If the ALS Association’s entire campaign were posting videos of people with ALS sadly asking for pledges, it would still evoke shame. But the donations only started rolling in when the giving got fun – self indulgent: enjoyable, surprising.

For the topic of an upcoming article, I’ll use some research to show that, as consumers, we’re moving along the circumplex to Self-Indulgence as a buying culture.

Where does that leave you, my scornful friend?

You’re Not a Monster

I’m sure you’re a fine human being if you don’t accept the challenge or think it’s stupid. I thought it was stupid. Take a look at the original Schwartz circumplex again. You need to have dominance in two values, Self-Transcendence and Hedonism/Self-Indulgence.

Opposite Self-Transcendence on the circumplex is Self-Enhancement. If you’re driven by power and ambition, climbing the corporate ladder regardless of who gets in the way, these values must come at the expense of the Self-Transcendence.

But remember, you need both. If you’re not into power and money and more benevolent than Rick, do you scorn selfies? Do you resist upgrading on your flight to LA because you don’t really need the extra legroom? When you go on vacation, are you more likely to have all your reservations lined up ahead of time instead of the “anything goes” approach?

If you’re contemptuous of the Challenge, we can infer that you have dominance in Self-Enhancement and/or you’re put off by Self-Indulgence.

Your Brand Has Values, Too

Stephen Colbert still laughs at the fact that the Supreme Court ruled that corporations are people. Whether you agree or disagree, you can look at the values your branding and advertising possess how they align with the people who buy your products or services. If you’re consistently in alignment, you can start to leverage them and push some emotional buttons with data to back you up.

In this short article, I’ve really just hit the high points. If you’d like to know more about values-based marketing, drop me a message or sign up for the Mattr blog.

(Click Here to Donate to the ALS)

Retarget Your Back-To-School Campaigns Before the Bell Rings

(Originally posted in Business2Community)

Backpacks in banner ads. School supplies in search ads. Fall clothes in Facebook News Feeds.

Chances are, you’ve seen a few of these in the past couple of weeks. With back-to-school campaigns in full swing, your marketing team has already spent lots of time figuring out how to best target your customers with relevant ads, but your efforts shouldn’t stop there.

As campaigns roll out, it’s important to understand how to follow brand conversations, use analytics, and tweak campaigns appropriately to ensure your messaging continues to hit the mark.

The Power of Retargeting

Social media is the best way to retarget your back-to-school campaigns
Social Media works best for retargeting. Image courtesy of VerticalResponse.

For most websites, only 2 percent of traffic converts on the first visit. That’s where retargeting comes in. By monitoring your marketing campaign in real time, you can adjust it as necessary for maximum impact and target interested consumers where they’re already engaging.

Social media is the best route to take for retargeting success. Social lets you follow brand conversations in real time, which helps reveal any campaign adjustments you need to make.

For instance, you might change the segment you target (boys instead of girls, teens instead of parents) or which platforms you utilize (Facebook instead of Pinterest) based on insights you pull during the campaign.

Here’s how to use social to be more strategic in your retargeting efforts:

Take advantage of tools. Use the right tools to help you discover your brand’s influencers and fans, track popular content, and segment your audience. Whether you use social conversation tracking tools or choose to monitor it manually, make it a priority to dig deeper into the discovery of your brand influencers. These are the people who have the most influence over what people say and think about your brand. Then, work to foster ongoing relationships with these people.

Meet your audience where they are.  Brand conversations can tell you what’s resonating within specific demographics. Are teens latching on to your campaign, or do parents seem more interested? Adjust your campaign to target each group differently. Then, look at their interests (favorite websites, blogs, celebrities, etc.), and find ways to take your campaign there. For example, Teen Vogue recently declared the second Saturday in August as Back-to-School Saturday (#BTSS) to cater to its teen/tween audience. About 50 brands participated in offering promotions and product launches, promoted primarily through social media, a mobile insider app, and a dedicated website. Those brands were smart to latch on to Teen Vogue’s influence with teens, tweens, and 20-somethings.

Stay platform-agile. In the old days, marketers received insights about their audience months after putting in a request (by which time many insights were no longer relevant). Now, you should be taking advantage of the opportunity you have to follow conversations around your brand in real time. Analyze social chatter moment to moment, and switch platforms based on your insights. Keep in mind that enthusiasm for Facebook is declining among teens, but if you’re going after Mom and Dad, it might be the best place to be. Of course, these trends change quickly, so it’s important to stay on top of the latest social crazes.

Be mobile-minded. Mobile has redefined today’s retargeting. Not only does it allow you to reach your target anytime, anywhere, but it also lets you retarget banner, app, and browser ads based on consumers’ past activity. When they search for your products but don’t purchase, you can make sure the product they were considering follows them to future browsing sessions. Twitter is especially hot for retargeting right now because brands can share desktop cookies with Twitter to target users with Promoted Tweets.

Measure, tweak, repeat. If one of your retargeting choices isn’t performing as expected, make a quick change and measure again. For example, if parents aren’t responding to your back-to-school campaign, maybe it’s time to go straight to the source and target teens. If most of your audience is engaging from Pinterest, get aggressive with your pinning.

By continuing this cycle of research, planning, strategic implementation, execution, and more monitoring/research, you’ll cultivate a living, breathing campaign that remains relevant and laser-focused on your target audience — whether they’re teens trying to impress their friends or backpack-seeking moms and dads trying to tackle back-to-school fashion.