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Host: Kyle Leach, Mattr
Guest: Matt Mullican, Data Scientist at Mattr
Show Me the Data Behind the Influencers
In Episode 3 of our ‘And It Is Amazing’ podcast, Matt Mullican discusses the data behind the best online influencers. He shares compelling info and quantifiable metrics pulled from the top-engaged travel influencers in the Mattr app. He points out that the data team at Mattr processes and analyzes over 15 million social posts a day to accurately measure these unique metrics, including engagement metrics.
“The top engaged posts rarely repurpose content taken from other channels or other influencers.”
In this episode, Matt shares:
- The quantifiable metrics Mattr analyzes and discovers about an influencer, including when they’re most active and their top interests
- What commonalities Mattr sees in the top-engaged posts of the top travel influencers
- Engagement anlyses and observations for macro, mid and micro influencers
- Why as an influencer, you would want to actively engage with followers, simply provide content to them, or both– in order to increase your engagement
Running time 5:13
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Understanding consumers requires more than mere demographic segmentation by age and location. Yet surveys and focus groups take too much time and too much investment to facilitate. Today, thanks to mobile devices and social media, it’s easier to glean insights about consumers and analyze their personalities by diving into and dissecting online conversations and reactions.
This real-time personalization is what we, at Mattr, are betting on. Marketing is about painting a story with the consumer by building the right campaign for the right audience.
A few years ago, our team identified the big 5 personality traits we saw in social media users by analyzing only their posts: extroversion, agreeableness, neuroticism, consciousness, and openness. From there, we used an expanded brand segmentation model geared towards brands specifically, which are described as either wholesome, daring, reliable, sophisticated, or rugged.
These descriptions then mapped out to specific personality types. For instance, wholesome people generally have high levels of agreeableness and high levels of emotional stability, but low levels of neuroticism. Or for the daring descriptor, this might capture individuals who are spirited, imaginative, and generally up-to-date. Generally, they possess high levels of openness and low levels of conscientiousness. Using similar techniques, we were able to analyze someone values on social media based on STEEP, which is an acronym for: Social, Technological, Environmental, Economical and Political. We learned to identify how green/ environmental a consumer might be, or how budget-conscience they might be.
Let’s not jump ahead and forget demographics altogether. Age and gender play an important role in the output analysis of certain psychographics. We also consider the differences in industries. Certain clusters of traits will attract certain industries and not others, and vice versa. For instance, Red Bull and Disney will likely not have audiences with the same cluster of traits. So we have to make sure that we’re making the correct correlations with all the variables intact.Brands such as Best Buy have used psychographics to plan out new store layouts. But with companies that are new to the game, it’s our job to educate and provide proof that this concept works.
Why Does This Matter?
Companies are spending a lot of money on social media and it’s getting more difficult to see the return in value. They’re beginning to take it a level up with influencers by using the data we supply them to craft their message that fit their audience’s values.Similarly, we encourage our clients to create content that specifically targets their consumer’s personalities.
Privacy Issues with Psychographics Data Mining
Luckily, we haven’t heard from anyone concerned about being observed by marketing companies. Generally, people know that if they’re tweeting, it’s in the public domain. They could certainly make their tweets private. In fact, we used our own tools to boost our own marketing efforts by just reaching out to a select group of SXSW influencers. We heard nothing but good things from each of them. At some events, when we talked about using social data and money, we heard things like, “Oh wow I didn’t know this was out there.” We’ve progressed to a point where people generally know that their data might be used for those purposes.There’s so much data available now that you just have to filter it down or look at different pieces at a time. The technology is getting better and more advanced to the point where you can use and process all this data quickly. Validation is becoming a lot easier.
What we should remember is that a consumer is a real person and they want to hear from other real people. Exploring psychographics for your influencer marketing efforts can give you the advantage when optimizing your message.
You may also be interested in:
Measuring the Success of Influencer Marketing
Loyalty Programs Require Part Emotion, Part Data Science
The ‘Mad Men’ Marketing Era is Long Over
(Originally posted in The Agency Post)
Nothing beats Twitter as the ultimate second-screen tool. Even Nielsen can’t track viewer emotions in real time as thoroughly as Twitter, where context curation using hashtags is making it easier to target the right audience at the exact moment they’re interested in the topic.
But engaging viewers on their second screen can seemed forced if you don’t choose the right hashtags or the right programming. If you’re looking to jump on the second-screen bandwagon, here are some tips to get you started.
1. Locate Hashtags in Popular Media
“Good Morning America” is one of many TV shows almost constantly displaying a hashtag during its broadcast (usually #GMA).
When Ford CEO Alan Mulally presented the 2015 Mustang design on the show, both companies were able to immediately gauge the reaction among brand fans. Launching a redesign of an iconic car on a morning show is expensive, but it’s a safe bet that paid off for Ford, with the unveiling of the new Mustang outshining “The Amazing Spider-Man 2” on that day’s broadcast.
Depending on your brand, sometimes it’s worth the flash and expense of a Times Square unveiling to grab the attention of an audience that’s already primed to engage.
2. Determine the Right Partner
“Good Morning America” was a good choice for Ford, but finding the right TV programs or sporting events to partner with depends on a variety of factors. Your agency should have a database of available partners, and your budget, along with your ability to sift through social data, will drive how much you can spend on advertising.
If you’re pinching pennies, there are ways to see great success with less-than-primetime placement. Esurance had a big hit after the Big Game with its #EsuranceSave30 commercial featuring John Krasinski.
In the spot, Krasinski lets on that Esurance saved $1.5 million by airing its commercial after the game and launched a contest that spawned over 5.4 million uses of the hashtag (200,000 of which happened within the first minute of the commercial airing).
3. Target the Right Audience
As you choose your media, ask yourself whether you are nurturing brand fans or attracting a growing segment of personas distinct from your most vocal advocates. You can really screw this up if you disenchant your fans while trying to reach growing segments.
Both Ford and Esurance went after their brand fans, but if Esurance had wanted to target an ad at the growing segment of progressive buyers, it could have run an ad on “The Colbert Report” to charm that segment without disenchanting older, more conservative buyers who wouldn’t be watching that show.
4. Coordinate Your Hashtags
As long as you’re fine with the campaign hashtag audience seeing the tweets from that show, ask the media producers to use your campaign hashtag along with their live show tag. This can add multiple points to your engagement statistics, but you’d be surprised at how often marketers skip this simple step. Remember that this is new to most agencies and brands, so walk through the strategy together and over-communicate to make sure it’s executed effectively.
5. Use Data to Sell the Client
It’s important to show the client that you have enough data to back up your hunches. For example, Progressive may want to run a campaign to plant some seeds for younger consumers. The most popular show for its overall audience is “Conan O’Brien,” but “The Daily Show” is uniquely popular for Progressive.
“The Daily Show” is uniquely popular for Progressive consumers.
Think of this as an “undiluted” market, heavily concentrated with people who have engaged with Progressive. Sure, Conan is hugely popular with Progressive fans, but Conan is popular with almost every brand’s fans. Therefore, Progressive can make a much more informed decision on cost benefit by comparing the data on two possible partners.
6. Be Prepared to Call an Audible
If you’ve meticulously prepared your tweets with your media partner, but some tragic news interrupts your launch, do the right thing for your brand. The legendary example is Oreo’s “You can still dunk in the dark” tweet, which was posted when the lights went out during the 2013 Super Bowl.
While that tweet and its subsequent campaign won a ton of acclaim from the advertising world, it was a milquetoast message — extremely innocuous and, in my opinion, not great content for the brand. Don’t try these kinds of audibles unless you can create a unique, on-brand message that’s timely. Remember: What’s good for the agency isn’t necessarily good for the brand.
We all know the challenges of engaging your audience on social. But with a little strategy, you can take control of the second screen and dominate the Twitterverse. Expertly coordinated hashtags that are relevant to the content will connect with the audience you are trying to reach in a new way across both channels and maximize your marketing dollars.
(Originally posted in Medium)
So you’re a company that sells razors in a culture that’s embracing facial growth? Sounds like a hairy situation (pun intended).
And a problem that razor company Gillette now claims to be facing.
All this talk about a new shave-free culture seems to be accurate, at least here in the States. In Austin, TX, handlebar mustaches and full-on beards are popping up all over the city. Even our usually bare-faced CEO has opted to join the no shave club.
Encouraging this trend, as mentioned by Aaron Perlut on Social Media Today, are the facts that shaving is expensive, charities like Movember promote no shaving, and millennials now have the luxury of working in laid back offices (or home offices) where stubble on the face is completely acceptable.
So what’s a brand like Gillette to do?
Dive into the Consumer Data
Interestingly, AdAge reported some statistics about shaving following Gillette’s recent earnings report. Specifically, that long-term decline in shaving frequency is the real issue at hand (particularly for the 18-24 age group). Despite the trend, though, that still left 34 million razor-cartridge users in the US, not counting people using disposables or electric razors.
So Gillette, let’s start with a simple fact. Surely not all of those 34 million users are interested in “the best a man can get”. It’s your job to find out what they ARE interested in, and how to speak to them in a way they can relate to so they feel a real need to buy your product.
And- SURPRISE! Some of those 34 million users might be women! In my social circle, it’s a common occurrence for us ladies to steal our boyfriend’s fancy razors. And if we’re single, you better believe there’s still a men’s razor hanging in the shower. In fact, over the holidays, I inherited my sister’s brand new, shiny Gillette men’s razor because she left it in the guest bathroom. Score! I for one will never go back to using a women’s razor, and I’m sure several ladies feel the same way.
Surprise! Even women use and often prefer men’s razors.
Segmentation Leads to Consumer Discovery
Segmentation and analysis of Gillette’s consumer audience is key to their product uptake. They could very well discover brand and product interest from completely new segments. Sounds simple- but this is a step often overlooked in Marketing due to time restraints, high cost and other factors.
Regarding the declining segment of 18-24 year old men- if they are in fact losing interest in shaving, then find out which age groups aren’t losing interest and focus Marketing and Advertising efforts there.
Or take a look at the 18-24 year-old audience that does still engage with your brand and figure out ways to keep their attention based on their personality styles, unique interests and media preferences. Continue to build brand loyalty with them by understanding who they are- and speak to them like a friend who really ‘gets’ them. Because not every man who uses a razor relates to the same sports celebrity or swimsuit model (well, that could be a stretch).
Pick a Tool and Take the Plunge
There are lots of segmentation tools out there today that make this type of analysis fairly easy and affordable (compared to traditional segmentation methods), it just takes commitment from the brand’s Marketing team to dive in head first. And let’s (bare) face it, with all of the consumer data available today via social and more, it should be easier than ever for Gillette, and any other brands going through similar product pains, to get ahead of the Marketing game.
(Originally posted in CMO.com)
Have you ever had a feeling you just couldn’t shake? Of course you have—“hunches” are the hallmark of any good marketer. It means you know a good campaign when you see it.
In fact, marketing decisions have historically been built on hunches, intuition, and other unquantifiable ideas. That’s easy to forget in this data-driven industry we now work in.
Here’s something else many people are forgetting: Breakthrough ideas don’t come from an analytics dashboard. They come from intuitive leaps.
So how do you know when you have a good idea in front of you? Popular wisdom says you should “trust your gut.” At Gigaom’s Roadmap 2013, Instagram co-founder Kevin Systrom also talked at length about hunch-driven design development. He maintained that it was Instagram’s secret to success.
Instagram began as an app called “Burbn.” Systrom had had a hunch. He polled its 100 users and found they were sharing photos more than anything else. Less than two years later, Instagram had more than 100 million users and a $1 billion price tag.
In Systrom’s world, data-based design plays an essential role in this process, but it’s about optimizing products, not developing them. Why? Systrom knows that the only way to develop something unique is with intuition, which is where your experience and instinct pay off.
Think about Systrom’s example in terms of a product campaign: Focus groups can guide you and offer you a tentative response. Despite the graphs and surveys, however, you still know that the final decision has to come from you, not the data. You have to trust your experience, your team, and, most of all, yourself.
Remember The Risks
Lots of marketing executives tell themselves that the decision they’re making isn’t risky because it’s based on data. But they’re wrong.
Some businesses live (and die) by the mantra, “Data doesn’t lie.” This is fine for objective measurements, such as impressions, click-throughs, and transactions, but for qualitative, subjective data—such as target interests, psychographics, and social data—it’s not nearly as clear-cut. Every single day, people lie, misremember, or skew the truth on surveys, in focus groups, and through comments and reviews.
Other flaws are at work: Whether they mean to or not, analysts bring biases when they organize data for a report. And data can certainly still be wrong, even when it’s laid out perfectly in an Excel chart or a PowerPoint deck. In the end, the wrong kind of data-driven approach isn’t that different from traditional market research: It’s lengthy, costly, and still means making some really big, dangerous assumptions.
There’s another angle of risk here: Thanks to the viral nature of modern media, one wrong hunch can devastate a brand. Now when a marketer makes the wrong call, millions of people can see it.
Scared? You should be.
But the good news is, when you get it right, viral recognition happens then, too. Netflix had a hunch that political cynicism would resonate with its audience, and it knew that “binge watching” was a trend among users. So Netflix released the entire first season of “House of Cards” at once. The move was so successful that Netflix is repeating that model with several other series.
Strengthen Your Strategy
The evidence in support of hunches is there. Marketers can get it right. But data can’t be discounted either. That’s why the best path forward is an integrated one, and there’s a specific strategy for marketers that combines data- and hunch-based approaches.
Think of your precampaign period as hunch-based. That means you trust your instinct on what your target wants, needs, and will respond to. Then, after you’ve crafted a campaign guided by instinct and intuition, you can use hard data to back up your strategy and optimize it.
There are lots of unique ways to hone your data for a more helpful, relevant viewpoint, such as using carefully selected focus groups or accessing social media platforms to get a closer look at your fans and followers. This will give you an in-depth, holistic look at who your target is, what they care about, and how they’re growing and changing so you can speak to them as people, not just customers.
Marketing isn’t just about crunching numbers—it relies on experience, knowing your audience, and having great intuition. Trust yourself, trust your gut, and then use data to support your hunches.