presentation: can your consumer find you
TRANSCRIPT
CAN YOUR CONSUMERS FIND YOU? Social | Search | Content
Dr. Mathew McDougall, Founder & CEO, Digital Jungle
WeChat: jarrahbear www.digitaljungle.com.cn
THE ‘RIGHT’ CONSUMER
The ideal person who would most likely given the right message purchase or move towards purchase of a good and service offered by the Brand.
ARE YOU REACHING THE RIGHT CONSUMER?
PERSONA DEVELOPMENT
i.e., age, gender, social class, educational background, job, location
TARGET YOUR CONSUMERS
Customer Pain Points • No time to clean • Small child that is demanding
& makes mess • Can not afford an cleaner (aiye) • Husband works long hours
Dandan: Tech Savvy Mother Buying Cycle
Keywords Social Topics
Content Type
Awareness Housekeeping tips
Time saving housekeeping, naptime cleaning
Blog post, articles in relevant magazines/BBS
Interest Robot cleaners, automatic cleaning
What types of automated cleaners are there?
Demo videos
Consideration Robot cleaner reviews
What are the best robot cleaners?
Product features/benefits list. Competitor comparison
Purchase Robot, Samsung, how to buy, Roomba
Where can I buy a Roomba?
Store locator, Tmall pages
Retention Roomba cleaning tips
How to get more users from your Roomba?
Blog posts, guest posts, videos
Advocacy Roomba fans, Roomba accessories
Roomba mothers, Roomba user group, Q&A, Tips
WeChat group, Weibo page, Roomba newsletter
BUILD A CONVERSATION
Low Engagement / Quick Hit
Intermediate / Building Engagement
High Engagement
• Social Posts • Content snippets – quotes, statistics
• Photos
• Content previews • Free chapter promotions
• Short videos
• Social discussions • Fan-gating • Interviews with content author
Content “Snacks” Long-Form & Social Conversation
Low Engagement / Quick Hit
Intermediate / Building Engagement
High Engagement
Types of Content
Videos WebCasts Decks Audio Podcasts Whitepapers, Case Studies
Solution Overviews
Rank in Vertical Search Engines
2
Posting to Multiple Content Sharing
Sites According to Format
1
Web- Casts
Video
Youku
Audio
PodNova
Rank in Universal
Search Engines
Max
imize
Exp
osur
e to
Con
tent
3
Tudou Youku Bing Video
Google Video
Baidu Qihoo Bing
Weibo WeChat LinkedIn
Achieve Goals
Comprehensive Metadata Treatment & Format Optimization = Make it findable, sharable & beautiful
“Paid” Media Distribution & Activation = Spray fuel on the fire
Rudimentary “Earned” Activation Plan: Travelers, Aspiring Travelers', Influencer = Ignite passion
More Aggressive Influencer Outreach Program = Gas on the fire
Decks
SlideShare
.PDF/Text
Scribd
Content Audit DRIVE ENGAGEMENT
PAID, EARNED, OWNED, SHARED I’m a great lover
Owned Media Earned Media
Paid Media Shared Media
Trust me, he’s a great lover
I’m a great lover I understand you are a great lover
I’m a great lover
I’m a great lover
THE ERA OF MINEABLE DATA
Social media technologies allow us to mine online content and conversations to the extent we know audience perception, preference social status and many more social triggers.
SENTIMENT MAP
Vertical : positive mention ratio Horizontal : positive and negative mentions ratio aka non-neutral mentions Bubble size : number of mentions
An example of a comparison of sentiment and volume.
CONVERSATION TOPICS ANALYSIS
An example of the topics being discussed online in relation to Hawaii.
hotels
beach
shopping
volcano
snorkeling
sports
cruise
kayak
landscape
culture
nature
flights
food
-‐3
-‐2
-‐1
0
1
2
3
4
5
40% 50% 60% 70% 80% 90%
Sen%
men
t Score
Sen%mental Men%ons
Vertical : sentiment score Horizontal : positive & negative mentions
ratio aka non-neutral mentions Bubble size : number of mentions