Digital Media Trends: Audience Architecture
•Transferir como PPTX, PDF•
8 gostaram•3,433 visualizações
The future of marketing is to first understand the market and your audience. Once you do that you can surround sound them with stories and content that matter.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Digital Media Trends: Audience Architecture
Semelhante a Digital Media Trends: Audience Architecture (20)
Mais de W2O Group
Mais de W2O Group (20)
Último
Último (20)
Digital Media Trends: Audience Architecture
- 1. Digital Media Trends Bob Pearson October 23, 2015
- 2. Our customers experience our brands well before they ever “meet us” PreCommerce drives e-commerce 1
- 3. A small number of people, words and channels make all the difference <50 influencers <15 words or phrases <10 channels 200-400 questions per topic 2
- 4. Less than 50 people drive the majority share of conversation for a brand Name / Outlet Rank Score 160/1188 258/88372 Name / Outlet Rank Score Name / Outlet Rank Score Name / Outlet Rank Score WhoInfluencestheInfluencer? Name / Outlet Rank Score Name / Outlet Rank Score Name / Outlet Rank Score Name / Outlet Rank Score WhoDoestheInfluencerInfluencetheMost?
- 5. Your audience is ready to tell you everything you need to know The audience is more important than the outlet 3
- 6. Audience architecture tracks your exact audience
- 7. A second sales force awaits you Will you “hire” them? 4
- 8. 1% CREATE Content Influencers The creators of content Will always be critical to know and build right relationships with 9% SHARE & REPACKAGE 9 Advocates We spend our time inside social media channels We add our views to stories we receive We decide what to share Peer influence is now more relevant than ever 90% LISTEN & LEARN 90 Enthusiasts Most of us benefit from the actions of the 1 and the 9 Rely heavily on search and word of mouth Hey, we’re busy….. 1 The 9% are shaping the future of your stories
- 9. You can gauge the efficiency of your B2B or B2C network with precision It’s a new form of social CRM 5
- 10. What are your employees, partners and suppliers saying and doing online?
- 11. The shift from “Advertising” to “Storytizing” Customers help tell the brand’s story Mad Men are now MiddleMen 6
- 12. MasterCard Deliver content as a full story to any channel, anywhere by anyone Time on Capsule – 7:30 mins. Content Distribution
- 13. Responsive experience replaces responsive design in importance More than 50% of traffic to your website comes from a mobile phone or tablet 7
- 14. Is the visit to your channel generic?......
- 15. Or, are you aligning content with intent without a click? 29% Decrease in Bounce Rate 14% Increase in Pages Per Visit 22% Increase in Visit Duration 42% Higher click through rate visitors served industry specific content.
- 16. The shift from “paid media” to “smart media” Earned, Shared and Owned media makes Paid media smarter A smart ESO plan reduces your spend 8
- 17. SHARED MEDIA Social media channel strategy Community management Shareable content EXPERIENCES CONTENT CAMPAIGNS PROGRAMDESIGN&TACTICS PAID MEDIA AMPLIFICATION Content syndication Native advertising Search Paid social OWNED MEDIA Brand website & mobile apps Blog & SMEs Editorial strategy DIGITALPLATFORMS ANALYTICS& INSIGHTS EARNED MEDIA Influencer strategy Alliances & partnerships Curation & collaboration A new media planning model is emerging
- 18. Markets don’t wait for campaigns anymore Customers tell us what they want You already have the content they need What stops you from delivering every day? 9
- 19. The fundamentals for media efficiency are simple 10
- 20. Five fundamentals of media efficiency Listening insights driven publishing platforms (any device) Influencers the top 50 people and the top 4 influencers for each influencer Language the top 15 words that optimize search visibility Content the stories that matter via a content curation engine Distribution the channels that matter for resource allocation
- 21. 1. Who drives share of conversation for my brand? • Do I know the top 50 people? 2. Is my second sales force activated? • Top 100 to 1,000 people who will move content 3. Which words align your brand with your customer? • Do we use these words in all of our content? 4. Which channels are most effective? • What are my top 4 and why? 5. What your customers are thinking right now? • And what is the edge I can create as a result? Ask yourself these questions
Notas do Editor
- The 1-9-90 Rule, which states 1% of people online create content, 9% share content, and 90% lurk and learn, is the foundation to the structure of our analysis. The 90% represents the content consuming audience whose expressions are covered in the listening segment of our analysis. We carried out this analysis for each of the three brands. The 9% and the 1% are investigated by the Influencer Meme and the Muse Analysis with emphasis on the concentric circles of influence surrounding topics related to the brands. We identify who creates and shares content.
- The 1-9-90 Rule, which states 1% of people online create content, 9% share content, and 90% lurk and learn, is the foundation to the structure of our analysis. The 90% represents the content consuming audience whose expressions are covered in the listening segment of our analysis. We carried out this analysis for each of the three brands. The 9% and the 1% are investigated by the Influencer Meme and the Muse Analysis with emphasis on the concentric circles of influence surrounding topics related to the brands. We identify who creates and shares content.
- The 1-9-90 Rule, which states 1% of people online create content, 9% share content, and 90% lurk and learn, is the foundation to the structure of our analysis. The 90% represents the content consuming audience whose expressions are covered in the listening segment of our analysis. We carried out this analysis for each of the three brands. The 9% and the 1% are investigated by the Influencer Meme and the Muse Analysis with emphasis on the concentric circles of influence surrounding topics related to the brands. We identify who creates and shares content.