1. @brandbuzz at #NABShow15
KNOW YOUR AUDIENCE, TARGET YOUR IMPACT

2. Our Agenda2
Motivating Your Audience
¤ State of the Audience
¤ Key Motivators
Research
¤ Why Research
¤ Audience Research Tools
¤ Measuring Results
Case Study

3. MOTIVATING YOUR AUDIENCE
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4. Audience is Saavy, Engaged4
From Passive Content Consumers to Active Content Creators

5. Consumers are Producers5
Explosion of online tips and training for digital storytelling tools,
including graphic design, podcasting, photography, and video:
¤ www.Lynda.com
¤ www.adorama.com/ALC/category/AdoramaTV
¤ https://vimeo.com/videoschool
¤ https://hackdesign.org/
¤ www.Piktochart.com
¤ http://storycorps.org/great-questions/
¤ http://mashable.com/2011/03/25/podcasting-tips/

6. High Volume6
Data Compilation via
Quora from Domo
http://
www.domo.com/learn/
data-never-sleeps-2

7. On the Move
¤ Mobile video views up 400% in last
2 years (ReelSEO)
¤ Mobile overtakes desktop in 2014
¤ Share of time watched for videos
1–3 minutes long highest ever at 22%
¤ 5x Engagement rate on mobile
¤ People check in via Mobile, get
updates, watch trailers and then switch
to larger devices for longer viewing
Comscore survey,8/2014

8. Every mobile phone or tablet user is a potential consumer of
your stories, any time, any where.
Content needs to be optimized for smaller screens.
Every mobile device user is also a content creator, contributing
their own stories to their communities.
You have hundreds of potential channels and champions.
And lots of competition.
What This Means for Content Producers?

9. How Motivation Works
Behavioral Environmental
Personal
Bandura Social
Learning
Theory

10. Environmental
Behavioral
Skills
Practice
Self-Efficacy
Personal
How Motivation Works

11. Personal
Behavioral
Environmental
Social Norms
Ability to Change
Access
How Motivation Works

12. Behavioral
Environmental Personal
Knowledge
Expectations
Attitudes
How Motivation Works

13. Key Motivators
Join the Club
Get Control
Get Smarter
Gain Respect
Save Time
Reinvent Myself
Change my Community
Change the World
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14. Success of Click-Bait
Hyper-targeting
Headline Promise
Deliver on Promise
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15. Images Drive Engagement
On Facebook, a photo gets
87% interaction rate from
fans vs. 4% for other
content (eMarketer, 2014)
http://www.socialmediaexaminer.com/photos-generate-
engagement-research/
Video gets twice the social
engagement of text, links
and static images. (ReelSEO)
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16. Human Stories Resonate
Hollywood is now tapping documentaries for
narrative film content (Interstellar, Selma) because
they know real stories sell.
Twitter just launched native video hosting for hi-res
content (up to 10 mins mp4 or mov files)
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17. Literally Changing Brains17
New study shows increased oxytocin levels, increasing our
feelings of connection, when we engage with a strong
personal narrative on screen
Creating “Narrative Transportation”
¤ Empathy
¤ Proximity to content
¤ Identification with characters
¤ Emotions experienced

18. AUDIENCE RESEARCH
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19. Top Myths About Research
It’s Easy
It’s Hard
It Wastes Time
It Costs Too Much
“We Know Our Audience”
This Concept is Already Awesome!

20. Why Research
Understand audience segments and their triggers
“One size” will not fit all

21. Why Research
Don’t Waste Time & Money on the Wrong Concept
Right Version for Right Audience
Return Clients, Happy Bosses
Increased Impact
Results You Can Measure

22. What Do We Need to Know?
What “baggage” does audience bring to our content?
¤ Knowledge, Attitudes and Expectations
How do social and cultural norms for audience segments differ?
What skills do they already have or want to improve?
What gives them confidence?
What kinds of characters do they most identify with?
¤ Whether real or fictional

23. How Do We Ask?
Blind Studies
Pre/Post Tests
Small Surveys*
Focus Groups
Interviews
Competitive Analysis
Secret Shopper
*beware the trend towards irrelevant data sets
Phone Research
Pre and Post Interviews
Website Polls
Feedback Forms
Online Surveys
Exit Surveys

24. Survey Tools
¤ http://kwiksurveys.com/
¤ http://www.google.com/drive/apps.html#forms
¤ www.surveymonkey.com
¤ http://www.zoomerang.com/
¤ http://www.surveygizmo.com/
¤ http://polldaddy.com/
¤ http://www.formsite.com/
¤ www.constantcontact.com

25. Useful Surveys
Google Form https://
docs.google.com/forms/d/
1kqQt2CTm7y-Fe
The Best Tools Include:
Look/Feel Options
Skip Logic
Easily Shared
Randomization
Website integration
Data Analysis

26. MEASURING RESULTS
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27. Set Outcomes Measures Before Launch
#1 Rule of Measuring Impact
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28. Why Measure Impact?
Build Brand Loyalty
Increase Meeting/Event Attendance
Sell Stuff
Build Community
Support Members/Customers/Donors
Reduce Transaction Costs
Reach Key Demographics
Assess Budget Investments

29. Likes
• Applause
Shares
Amplification
Conversions
Change
Social Media Measures

30. Applause Measures
Asset popularity (e.g., if several videos are available
to embed, which is used more)
Number of backlinks
Growth rate of fans, followers, and friends

31. Amplification Measures
Brand mentions
Brand loyalty (shares, re-shares)
Buzz by stage in purchase funnel (e.g., researching vs.
deciding to attend vs. post-purchase)

32. Conversion Measures
Which keywords lead to the most conversions
Engagement (Comments)
Visitor Loyalty (Recency)
Revenues/Purchases
Changed Behavior (ex: changed driving routes w/ Waze)
Increased Knowledge
New Attitudes
Self-Efficacy

33. CASE STUDY
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34. Case Study: #MakeitHappen
Microsoft #MakeitHappen
campaign Dec 1- 31, 2014 for
Lumia product
All resolutions laid out/shared
graphically
People shared 31 resolutions in
31 days
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Make it Easy Return Shareable Content

35. Outcomes So Far
Feature photos and stories on Microsoft
website branded as “Do What You Love
with Lumia” http://www.microsoft.com/
en-gb/mobile/experiences/people/
Microsoft created photo montage in
embedded YouTube video on website
https://www.youtube.com/watch?
v=y_k8IHRNOl0 (1.26M views and
counting)
Winners of contest get free stuff.
Conversions/sales???
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36. Tweet about this session with @brandbuzz
@rhedpixel @adryenn @JustinSeeley
QUESTIONS??
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