There are lots of analytics you can pull when you are working with a large audience to determine what people like/don't like, but there is also a lot of behavioural/interest data that can be used to determine what they will respond to as you are planning your strategies. This presentation was given at Inbound 2015 in Boston (September 8-11).

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Moving
Towards
Insights-
Driven
Strategies

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4.75 billion pieces of content are shared/day!
!
…however…!
!
50% of marketers say they don’t have a content
strategy

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Ideas without insights are
akin to throwing darts in the
dark.

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an insights-driven marketing legend

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“Dichter reported that the very simplicity of mixes - just add water
and stir - made women feel self-indulgent for using them.”

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“just add an egg”*
*I should note that though Dichter’s work WAS influential, however, there were other
factors reported (like fresh eggs made nicer cakes) - this from Laura Shapiro’s work

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Insight: “Only 4% of women consider themselves beautiful.”
Strategy: “To create a world where beauty is a source of
confidence and not anxiety.”

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Insight: “Young women start to feel self-conscious about being a
woman after they hit puberty, but not before.”!
Strategy: “Spread the message that being a girl is something to
be celebrated, far beyond puberty.”

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strategic process

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the different kinds of insights + why they matter
what you’re looking for (snorkel/scuba method)
some of the cool tools that will make your job
easier.
today you will learn…

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main insight
the three
categories

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1. audience insights

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it’s less about the what,
more about the why.

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★ attitudes + behaviors!
★ needs, wants + goals!
★ life stage!
★ level of understanding!
★ other brands they follow!
★ interests!
★ motivations

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whois less about demographics and more about
psychographics.

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[Photo credit: www.opticiantraining.org]
Entire generations of people
can’t be lumped into a single
category. There is incredible
diversity amongst even people
the same age, gender, with the
same income.

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attitudes and behaviors
attitude:
!
• a set of emotions, beliefs, and behaviors toward a particular
object, person, thing, or event.
• are usually the result of past experiences, lack of past
experience, or outside influence (peer pressure, upbringing,
etc).
• determine behavior.
• only change when there is an intrinsic motivation to change
them.

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The ABC’s of Attitude
!
Affective Component
!
Behavioral Component
!
Cognitive Component

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needs, wants, and goals
Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/

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life stage
https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle

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level of understanding
beginner/novice
V
basic understanding
V
advanced knowledge
V
expert

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other brands they follow
The idea is pretty straight forward, but why?
1.Who are you ‘competing with’ for audience attention
2.Getting a better understanding of the audience interests and
tastes
3.Opens up opportunities for collaborations and/or partnerships

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interests
hmmm…that’s
why people
unsubscribe
when I talk
about fashion.

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motivations
• Social currency - “Sharing this will make me look smarter/
cooler/funnier/hipper.”
• Triggers - “I want to share this because it reminds me of
something familiar and comfortable.” (relatedness)
• Emotions - “I want to share this because it made me feel
something strongly.”
• Public - “I want to share this to belong to a tribe.”
• Practical value - “I want to share this because it’s useful.”
• Stories - “I want to share this because I connected to the
story.”
STEPPS…or what stirs them to share?

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2. cultural insights

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the importance of culture
Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community
of interest. If you attempt to enter a community without understanding the culture, you will
be rejected.
!
This is much like an anthropological study. Becoming part of the community of interest
means that you understand the language, the rules, the leaders, the history, and the trends
that are part of that culture.

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what you need to know about culture
1.Influential figures/movement
2.Language & memes
3.Historic & current news
4.Rules & mores

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3. competitor insights

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the competition is…
1.more than just your proxy competition. eg. if you are
offering hair straighteners for curly hair, you are also
competing with the natural hair movement.
2.anyone your audience pays attention to, spends their
money at…adores!
3.apathy, disinterest, cynicism

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Competition for
GE Reports?

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what you are looking for
1. what are they doing to reach their audience? is it working? what
works? what doesn’t?
2. who is in their audience? is it the same as yours? how well do they
connect with this audience?
3. Gaps in what they present and what your audience needs/wants/
desires.
4. How you stack up (not only where you are at, but in your
capabilities)

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GAP Analysis
SOURCES
TOPICS
Primarily
Regulary
Rarely
Never
[via: Contently’s Ultimate Content Strategist Playbook]

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SWOT Analysis
STRENGTHS WEAKNESSES
strong brand awareness!
deep industry expertise
seen as a stale brand!
not great quality
OPPORTUNITIES THREATS
connected to industry experts,
could collaborate!
we hear our competition is
developing a killer product behind
the scenes…have to move fast!

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the sweet spot

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snorkel/scuba
the
method

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the snorkel/scuba method of researching
Metaphorically, think of it like snorkeling over a huge coral reef. You are trying to cover as
much of the reef as possible in a short amount of time. If you see a glimmer of something
unique (a sunken ship? a different looking coral? a mermaid?), you’ll want to throw on your
scuba gear and dive down to follow your lead.
!
Every data set is unique, so where you deep dive will always be different. It’s an art as
much as a science.

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tools of the trade
the

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gathering the research/data
1. customer surveys
2. focus groups
3. observations
4. website data
5. third-party data
6. social media data

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1. audience insights

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Twitter analytics
http://analytics.twitter.com

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Facebook analytics

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Facebook interest graph search
https://www.facebook.com/search/447065328693639/likers/pages-liked

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Google analytics

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StatSocial
http://www.statsocial.com/account/#/my-reports/sample_reports/followers/9224066992169293072/latest/usa/demographics/

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Klear
http://klear.com/profile/HubSpot

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2. cultural insights

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Klear

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StatSocial

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Nexalogy

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other tools
1. Neilson
2. Environics
3. Experian
4. Pew Research
5. Mintel
6. Google news
7. Euromonitor
8. scholar.google.com

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3. competitor insights

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Nexalogy

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SimplyMeasured

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Meltwater

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So with all of the
tools available to
us to glean
excellent
insights, what are
we waiting for?

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questions?

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tara hunt!
@missrogue!
tara.hunt@totem.tc!
totem

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image credits
page 1. Ed Schipul - https://www.flickr.com/photos/eschipul/431902450/in/faves-92544710@N00/
page 3. Lorinc - https://www.flickr.com/photos/thlorinc/2147203692/
page 5. Betty Crocker archives
page 6. (eggs) Bryan Jones - https://www.flickr.com/photos/bwjones/14872666289/
page 8. Betty Crocker archives
page 13. Henry Faber - https://www.flickr.com/photos/henryfaber/230444653/in/faves-92544710@N00/
page 14. Igor Zalbidea -
https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/
page 17. Elizabeth Hahn - www.opticiantraining.org - https://www.flickr.com/photos/128185330@N03/17705922131/in/
faves-92544710@N00/
page 19. Michael Verhoef - https://www.flickr.com/photos/nettsu/5197360443/in/faves-92544710@N00/
page 21. @baddiewinkle - https://instagram.com/p/uoYprwLFQd/?taken-by=baddiewinkle
page 26. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/
page 30. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/
page 37. Tampax ad from archives
page 41. OZinOH - https://www.flickr.com/photos/75905404@N00/7126147125/in/faves-92544710@N00/
page 43. Igor Zalbidea -
https://www.flickr.com/photos/igorza76/8109506828/in/faves-92544710@N00/
page 50. Joi Ito - https://www.flickr.com/photos/joi/449230818/in/faves-92544710@N00/
page 55. Randy Heintitz - https://www.flickr.com/photos/rheinitz/12215449286/in/faves-92544710@N00/