Tag Archives: digital

Digital Networking for the Skeptic Leader

This post originally appeared on the Sklar Wilton & Associates blog.

There are many reasons to love the internet but my top reason is that it shrinks the world to fit into my own backyard. Whether someone lives in Australia, India, Japan, Finland, South Africa, Venezuela, Mexico, or even in another province of Canada, I can communicate with all of them on a personal, one to one basis any time and any day I want. Networking with a global community of industry experts has never been easier and, given global accessibility and the accelerated rate of technological innovations, never more essential.

One of the main problems people have with social media networks and digital networking, however, is that the tools are boring, irrelevant, or waste a lot of time. A few quick tips might help to improve the experience so that you too can benefit from digital networking.

1.      Find the social network that’s right for you

There are hundreds of social networks but you only need to find and participate in the one that suits you best. If you are visually oriented, head off to Pinterest or Instagram. If you want to get to know people personally, Facebook is the place for you. If you like a mixture of personal and business content that is short and sweet, Twitter is the place for you. If you’re all business, all the time, LinkedIn will suit you perfectly. Indeed, anyone wishing to grow their brand or further their career should be active on LinkedIn.

There are many more networks to choose from but the bulk of English industry conversations take place on these networks. You could try QQ.com or Weibo.com if you speak Chinese, or Vk.com if you speak Russian.

2.      Focus on people in your industry

Most social networks try to help new users by suggesting accounts to follow. Bad idea! Absolutely never follow their recommendations. If you are forced to do so to get your account working, be sure to unfollow those accounts as quickly as you can. Following celebrities, athletes, musicians, and pundits might be fun at first but, over time, you’ll find that type of content to be sensationalist and boring. You’ll probably even give up.

Instead, seek out people in your field, including industry experts, keeners, and hobbyists. If your industry is marketing, search for keywords like marketing, advertising, branding, retail, customers, consumers, messaging, pricing, or targeting. If your industry is market research, search for keywords like analytics, data, ethnography, focus groups, insights. Identify the relevant hashtags such as #marketing, #advertising, #branding, #MRX, or #NewMR. Find your relevant industry association. Identify the people who use those words and follow their accounts.

Even better, identify at least one expert who is well known in your industry and follow all the accounts they follow. More specifically, take care to follow personal accounts that showcase the names and photos of human beings not business accounts with names and logos of businesses.

To ensure you’ve always got a regular stream of new, interesting, and unusual ideas flowing through your stream, follow at least 1000 accounts from around the world. You aren’t supposed to read everything from these 1000 people as if they’re emails or personal messages. Rather, glance at whatever is passing through your stream when you happen to feel like taking a peek.

3.      Go beyond surfing and lurking

Social networks are supposed to be social but that doesn’t mean you have to share photos of your dinner or your kids (actually, give your kids the gift of privacy and don’t share any information about them online). You also don’t have to fill up the interweebs with random chatter just for the sake of being able to say you participated.

In the digital space, you are encouraged and expected to communicate with anyone, even world renowned, industry gurus, about anything. When you do see a post that is interesting or thought provoking, reply or leave a comment for the author. Let them know you liked their idea or share your own experience with the topic.

In addition to replying to comments, be sure to share your own ideas. Many people think they have nothing interesting to say, nothing new to say, or simply nothing worth sharing. I can 100% assure you that this is wrong. Everyone is an expert in something. Everyone has a unique perspective on even the most ordinary topics. The trick is simply to recognize when one of those opinions has popped into your head.

When you do share and comment, you’ll quickly become part of a conversation with people you’ve never talked to before but who now look forward to hearing from you. You never know who you’ll become fast friends with, who might ask you to speak at a conference, or who might turn into your best client.

4.      Communicate on a personal level

Networks like LinkedIn try to be helpful by giving users templated responses, sometimes suggesting phrases such as “I’ll be in touch” or “thank you” as one-click responses. Unless you need to reply to a hundred messages in the next five minutes, don’t take the bait. Take the time to respond to every person individually with a relevant thought or comment, even if it is simply a more personal way of saying “thanks a bunch!”

Some networks allow you to send automated messages. For instance, Twitter can be set up so that any new follower automatically receives a private message thanking them for the follow. Some people create longer private messages that include further contact information about their products and services. Don’t do that. Most automated messages are unwelcome. In fact, they might even encourage someone to stop following you. If you truly want to thank people for following your account, take the time to do it personally.

5.      Social media is for social not selling

If your title begins with a C (e.g., Chief, Consultant) or has the word “business” or “sales” in it, chances are every time you talk to someone, your brain tries to force you to offer a sales pitch or to invite someone to review your products and services. Don’t do it. Turn off that part of your brain. Beginning any new relationship with a sales pitch is a sure fire way to encourage someone to click on the mute/unfriend/unfollow/block button.

Instead, get to know people. Simply chat with people. Engage in some genuine conversation about the state of the industry. Learn what industry topics are important to them and what their challenges are. As part of a normal conversation between friends. Over time, you might experience the ultimate metric of success… you might find that you are asked for a pitch.

6.      Keep your profile current

Over time, you`ll learn more about your industry, and your interests and experiences will evolve. The profile you set up on a social media account 3 years ago may have been fun and relevant then, but it certainly doesn’t describe who you are today. Sometimes, that very short profile is all that people will see about you so make sure it reflects who you are today, not the young and uninformed kid you were 3 years ago. Current photos help new friends recognize you in the conference crowd, and current websites help potential clients learn more about your services on their own initiative. Make it a habit to update, or at least check, your information once each year.

Above all, don’t stress. If you find a social network to be overwhelming or unhelpful, find a buddy who can guide you through the intricacies and help you find a strategy that works for you.

Perhaps you’d like these posts too…

This post was written in my role as a consultant for Sklar Wilton & Associates. Sklar Wilton & Associates has worked for more than 30 years with some of Canada’s most iconic brands to help them solve tough business challenges to unlock growth and build stronger brands. SW&A was recognized as a Great Workplace for Women in 2018, and the Best Workplace in Canada for Small Companies in 2017 by the Great Place To Work® Institute. Recognized as the number one Employee Recommended Workplace among small private employers by the Globe and Mail and Morneau Shepell in 2017, SW&A achieved ERW certification again in 2018.

 

 

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How many women do you follow on Twitter? #MRX #NewMR

One of the best ways to identify lots of diverse people to speak at conferences is to follow lots of diverse people on social media. But do we?

With that question in mind, I turned to https://www.proporti.onl/, a website that says…

“Estimate the gender distribution of your followers and those you follow, based on their profile descriptions or first names. Many tech leaders follow mostly men, but I want to follow a diverse group of people. Twitter Analytics doesn’t tell me the gender distribution of those I follow, and it doesn’t try to identify gender-nonbinary people. So I built this tool for myself and put it on GitHub. It’s inaccurate and it undercounts nonbinary folk, but it’s better than making no effort at all. I want you to be able to do this, too. Estimate the distribution of those you follow and see if there’s room to improve!”

I’m cool with that so I turned to this tweet by Antonio Santos as a good place to start within the market research industry. I entered each one of these accounts (excluding @MRXblogs which is a bot that follows no one but me), in order to see how we’re doing.

On average, about 36% of the people these market research influencers follow are women.

Sadly, only 3 people follow roughly equal numbers of men and women, and only 2 people follow more women than men (you can guess who!). I’m one of them, but that’s only because I actively follow women and I’ve been using proporti.onl to monitor my status. Unfortunately, for about 43% of us,  one third or fewer of the people we follow are women. The curve is far from expected and could use a lot of improvement.

Fortunately, it’s easy to change that proportion. Lots of people have created lists of women on Twitter who specialize in different areas including marketing research, data science, analytics, STEM, and more. I keep a nice selection of those lists on my twitter account right here. However, here are some of my favourite lists.

  • Women in Data Science: I love this list. Search through the 1200 members and you’ll find tons of women who specialize in data visualization, statistics, neuroscience, RStats, business intelligence, artificial intelligence, and more.
  • Women Game Developers: 100 women who know AI, storytelling, games, user experience, digital marketing, customer relationship management.
  • BioInfo Women: 600 women who know about EEGs, fMRIs, neuroscience, computer science.
  • STEM women: 500 women who know data, engineering, cybersecurity.
  • Women in VR: So, um, these 150 experts know VR.

Now it’s your turn. Go check how many women you follow on Twitter, and then head on over to these lists to make some additions! Expand your world!

Thursday afternoon summaries: Digital, modeling, and dangers to dive into #MRIA16 #NewMR 

Live note taking at the #MRIA16 conference in Montreal. ANy errors or bad jokes are my own.

Danger ahead – or is it opportunity by Micheal Dorr

  • Change is inevitable 
  • Marketing myopia – rail used to believe they were in the business of train travel, but they should have seen themselves as the business of transportation and then they would have invested in cars and planes too
  • Our business isn’t surveys. We are consumer insight.
  • 1) Mobile “power of now”,  2) Need for speed, 3) Big data gets personal, 4) Automation
  • Activities formally done on PC are going mobile 
  • Most innovative brands embrace digital and mobile, and don’t necessarily own cars or hotels or content
  • Taco Bell is named as a most innovative companies of 2016
  • Competitive landscape has changed dramatically
  • Over half of surveys are not mobile optimized
  • Mobile power of now – geofencing, mobile diaries, mobile ethnographies, shorter surveys 
  • Attention span is actually dropping
  • Americans will not wait in line for more than 15 minutes, 25% of people won’t wait more than 4 seconds for a webpage to load
  • Amazon primes will delivers books to you door in one hour
  • Krispy Kreme will tell you phone if you’re near a store and if donuts just came out of the fryer
  • Possible to have a one to one conversation with a global company because if big data
  • It is not Qual vs quant, it is Qual AND quant [yeah baby!]
  • AI creates a more meaningful and human interview
  • Data and analysis trends and patterns can be identified via automation
  • These tools aren’t threats, they are tools to enable us to do our research better

Definition of madness – Digital advertising by Joe Amati and Sharon Flynn

  • Focus on people who use multi-screen, lens to consuming content in the future
  • 3.3 hours of video per day for French Canadians – phone, laptop, tv, pvr, ott
  • 66% of video content of French people is under their control, they choose it as opposed to it being ‘on’
  • 50% say advertising is under their control, they can fast forward or skip it
  • 30% have a favourable view of advertising, why do we spend so much money when we know people don’t like it, we are doing the same thing expecting something to change 
  • People have four states of mind – are bored, goal oriented, seeking diversion, invested
  • We can’t be so personal and creep people out, can’t intrude on their lives, it’s more creepy when it’s not quite relevant
  • Why do people NOT skip ads – 66% because they like the ad or the brand or the quality of the ad, humour is the top reason why not
  • One size does not fit all – every consumes content in a different way, handle interruptions in a different way
  • Design for digital first, you can’t just take a thirty second tv commercial and put it on YouTube, people go online to be entertained not to watch ads
  • Make stories not time – don’t ask to buy a ’30 second slot’. COnsumers take as much or as little as they want as long as they are entertained
  • Miniwheats did a commercials where kids instructed a fitness class secretly which was 3 minutes long and people loved it
  • Keep it fresh – people have world of content at their fingertips

Down with top two box scores by Michael Edwards and Parul Verma

  • Traditionally there were two items to pick from, it was easy to choose between them; and it made more sense that attitudes equaled behaviour
  • People need metrics that matter immediately
  • Simple is not as simple as it seems
  • We ask all our research questions using a five point scale, it’s crazy simple and anyone could write the questionnaire and program it in twenty minutes
  • Straightlining is a serious problem because of this
  • We like to like that purchase intent is a behaviour question but it is a attitude question, in the complex world intent is more than simple
  • Metrics of a monodic test are attitudes, this is the only option we had decades, we still call them boards after fifty years even though we really don’t use boards anymore
  • Really need to account for competitors, in the category, out of the category
  • It is possible to simulate thousands of options, not just 3 because you only have manual options; simulations let you see changes not just to your product but to 500 other products as a result
  • We often say a product is in the top quintile and now we can quantify into units and dollars; we can check which scenario generates more units and profit
  • Clients want to know how reliable the scenarios are, they have 3 examples where prediction was nearly identical, very impressive 
  • There is value in monad I testing but there is a time and place for it, good for diagnostic feedback
  • It’s not worthwhile doing if you want to test one single idea, better with many potentials

ATB goes all in by Ann Coulter and Tawnya Crerar

  • How do we understand the emotional and rational aspects of banking
  • Mind model labs using psychoanalytics
  • Most of our daily decisions are tiny, but sometimes a financial issue becomes a crisis and we think about our bank in a new way
  • Seven types of crises that affect customer retention, outcome is really important
  • The longer it takes to respond, the more imporact it has on a customer
  • Did an 8 week online community and asked people to write a love letter or a breakup letter, asked people to start a transaction at a bank and write about it. There is a lot of emotion in how people talk about these institutions 
  • Also used a discrete choice model, manipulated service, messaging to capitalize on retention and acquisition, compared new vs existing customers, millennials 
  • Developed a simulator and turned those into scenarios and strategies
  • 3 major insights employes, customers, company
  • Revalued welcome program for employees, want to be a place employees want to be, first day people start late and there is a welcome package on their desks, they met the CEO and his direct reports, they pay people to leave if the newbies don’t like it, newbies must work in a branch for one day and in a call Center for one day; employees are told if something doesn’t feel right they have the power to do what needs to be done
  • Use real customers in their ads, pay loyal customers to bring in other customers, has a Junior ATB program where they teach kids to balance a check book and play pretend bank so kids learn all the roles
  • Since it started 18 months ago, employee engagement is through the roof, profit and market share is growing
  • Banking is about life and meaning, and relationships have to matter
  • [lovely case study]
  • [jeez, this employee welcome video is going to make me cry, it’s like saving the world and helping the poor feel safe and loved. Where do I sign up?]

Tracking the Footprint of the Digital Consumer #ESOMAR #MRX

esomarLive blogging from #ESOMAR Congress 2014 in Nice, France. Any errors or bad jokes are my own.

Tracking the Footprint of the Digital Consumer: A global benchmark for consumers’ habits across web, mobile, GPS locations and social media by Heather Dougherty, Experian Marketing Services, USA, Maria Domoslawska, Research Now, USA, Mark Canada, nGame, USA

  • IMG_3355We used to think that personalized advertising a la “Minority Report” were crazy but now it’s possible
  • Your device says a lot about who you are, Your social media profile is freely available data that says everything about who you are, it includes your mapping searches, your online shopping, your chatting and liking, and more
  • People can be segmented into bargain seekers, travel seekers, sports enthusiasts, professionals, fashionistas, techies, foodies, luxury people, fitness people
  • Now we can track behaviors on your PC, on your mobile phone, as well as use mobile diaries, GPS devices, apps, and of course surveys
  • They mapped shopping trends over 2.5 years using surveys, web tracking for four different countries.
  • The search terms were the main drivers to help define topics, scope, and time for the two studies.
  • Shopping times peaked around Christmas the most in the UK, then the US and Canada, then Australia
  • In the UK, luxury mattered travel mattered but as shorter and more frequent trips. Australia tended towards much longer trips. Canada traveled the least. USA folks made the most trips.
  • RNEvery hotel attracted a unique type of traveler – need to create unique messaging for each
  • Similar travel apps were used in different countries but they ranked very differently. Communication was always a top concern whether it was a business or leisure trip. This is always a good time for a brand to interact with a consumer.
  • 40% of people said they actually liked the crowds around holiday shopping
  • on biggest retail days, only 4 out of 10 purchases were planned – massive opportunities for retailers to engage with consumers. The early opening hours drove traffic to the stores.
  • Mobile was central to their shopping journey, but the black friday spice was completely different in 2013 compared to 2012, vastly higher shopper in 2013
  • The best time for online communication was thursday in relation to black friday, and monday in relation to cyber monday

Using Digital Technologies to Connect with Citizens and Shape Public Policy in the City of Markham by Frank Scarpitti, Mayor, and Adam Froman #MRIA14 #MRX

Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.saskatoon

Using Digital Technologies to Connect with Citizens and Shape Public Policy in the City of Markham

Frank Scarpitti, Mayor, City of Markham; Adam Froman, CEO, Delvinia & AskingCanadians

  • 60% of their city was born outside of Canada
  • known as Canada’s high tech capital, over 900 tech companies call Markham home
  • known as a knowledge based economy
  • want to attract tech, life science, and finance companies
  • one of fastest growing areas in Canada, population will grow by 50% in 20 years
  • Embedded image permalink25 years ago, the wired telephone was how we communicated at a distance, now mobile phones are used for phone calls, and much more.
  • now pushing for internet voting
  • in 2003, experienced a 400% increase in internet voting
  • offered in 2006 again, further increase in use of the internet, increased turnout to 40% but that compares well to typical numbers of low 30s or lower
  • 2007, launched online program “Click with Markham” Feedback from residents on Markham priorities and action plans
  • Can get 300 people to an in-person event but got over 7000 online
  • “do it yourself Markham”  humorous online videos to engage voters and increase awareness of decisions and impacts in their own neighbourhoods, recognize importance of issues and voting. videos of doing your own garbage, street maintenance (See below)
  • Go where the people are digital to reach young, tech savvy residence
  • Have their own portal for more than 50 services – websites let you see what you can buy, portal connects you directly with the service, introduced mobile app to make access to services portable
  • consumer/citizens control the conversation
  • how do you deal with transparency and accountability with a government
  • built this program on crowdsourcing initiative
  • even got data and submissions from 10 to 18 year olds [impressive!]
  • had a team go into the schools and engage
  • opendata presents a lot of opportunity in the MR world
  • 98 municipalities will now offer internet voting, Canada is a leader in this, it’s too late to discuss, we’re already doing this

Other Posts

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Storytelling Through Digital Analytics by Scott Vanderbilt, NPR #MRA_National #MRX

… Live blogging from Disney Orlando, any errors are my own…

Storytelling Through Digital Analytics

Scott Vanderbilt, Digital Research Manager, NPR; Sarah Withrow, Senior Research Analyst, NPR

MRAInsights

  • NPR is a news media organization “National Public Radio”
  • Afternoon show “All Things Considered”, how does a radio show translate to digital
  • Key issues
    • What is doing well or not in their content, need it real-time, there are dips on certain days and certain hours, as well as certain shows
    • How to better engage with afternoon listeners and increase the stickiness of the content?
  • Digital metrics of audience behaviour gives us the what- when do they tune in and out, which stories do they tune in and out of, amount of time listening
  • Diary studies gives us the how – archetypes of current listeners, grouped by listening setting, importance of the stories,where they listen to the show whether at home or car or work, what platform they listen on, find out what they’re looking for, what they turn to after the show
  • Focus groups gives us the why – motivations and perceptions, they like particular hosts for particular stories
  • English: The logo of National Public Radio's A...Why do they tune out?  it’s not length as long as the story appeals to them.
  • Are they expecting something different? they expect eclectic stories, they love not knowing what the stories will be
  • Does the flow of the show match their needs?  i.e., the order of segment. changing the flow is fine if it’s done gradually
  • [this show sounds like “Sunday Morning” which I love]
  • What would increase the stickiness? Provide the full show or pieces of the show digitally
  • Does the tone match what they want? do they want shorter, snappier news?
  • Which shows draw the largest audience, which content kept them on the website longer?
  • Use voting buttons to see which shows viewers like on their website

Digital Disruptors by James McQuivey #MRA_National #MRX

… Live blogging from Disney Orlando, any errors are my own…

The Digitally Disrupted Consumer: Researching an Accelerating Target

James McQuivey, Ph.D., Vice President and Principal Analyst, Forrester Research

MRAInsights

  • The end of research as we know it has arrived. Are you ready?
  • Think of the world of banking. They make us wait in line to access our own money. Bankers hours were always frustrating.
  • A machine disrupted the process in the 70s and was cheaper than running a whole bank branch. Though it was ridiculously expensive.
  • In the good ol’ days, how will we move to online banking if we couldn’t use an ATM? There are always barriers to adoption.
  • Now, we take a photo of a cheque and it is in our bank account instantly. The bank didn’t have to pay for the phone so maybe it cost them a few pennies to develop the app that was used.
  • They didn’t teach us how to use the app or take a picture. We know how to now.
  • “People will never do that.” Well, they will. That’s not a good excuse anymore.
  • “It will cost too much to do.” Nope, not anymore.
  • What do consumers REALLY want, not what do consumers want within the constraints that we have to work with? Minimum satisfaction is no longer sufficient.
  • How quickly/cheaply can we give it to them?
  • Don’t adopt technology, rather internalize technology – find distruptive ways to do things.
  • Learn to think like Mark Zuckerberg [create another facebook? no 🙂 ]
  • Think about Expensify, a new way to do your expenses
  • Dilemma for research – finding disruptive, new ways to achieve insight, and exploiuting digital tools to do it cheaper, faster
  • Adoption is the old way of doing things, it’s not enough.
  • Digital disrupters are building the tools that we need and want to use to make things better, strong, faster
  • Old disruption – Only a few people had sufficient money to be able to do something important, can take decades and billions of dollars, replacing landlines with cellphones for example
  • Digital disruption – Many people can participate, lower cost per idea, many many more ideas are coming to market, anyone’s basement will work, somewhere in all those ideas is a huge idea
  • 10X the number of innovators, 1/10th the cost – multiply it out is 100X the power
  • It’s not just change or management, it’s disruption. It will break what we’ve already done.
  • Consumers are already auto-disrupting – we do our shopping in the cab and the product is at our door in two days
  • Digital bridges to consumers – tablets, phones, kinect. Just a decade ago, it took two years to sell 1 million ipods.
  • Digital disruptors meet consumer needs more fully by innovating the adjacent possible.
  • Old days, marketers were required to build barriers to switching, loyalty was massively important.
  • Ask yourself what is outside your circle, what is the next thing your consumers will need, what should I seek to satisfy. Now “what is the future of X” but rather “what does my consumer want that is outside my circle”
  • What is the next thing people trying to lose weight need? Weight watchers will try to do all of these things. A newbie can’t afford to do all of them, just the one next thing – ability to track their calories. A company created “Lose It!” After calories, they added an exercise component, and it reads what exercise you did. Didn’t raise capital for 4 years.
  • Find the next thing people want and if they use it, great. Otherwise, lesson learned.
  • The Magic Mirror – A girl standing in front of her mirror already knows how to use your products. But what if she has an app that let’s her see what she looks like with different hair, different make up, and those companies advise her on what would work for her. There are so many things that she needs next that you could build/market to her.
  • Media has the content to help you do this – fashion magazines. Retailers who sell the product. Manufacturers who want the customer loyalty. Platforms want to enable it. Who will seize the opportunity first.
  • Not every company can do this, particularly in health care. Actually, yes you can.
  • Are executives ready? People see it coming but they aren’t ready for it.38% believe people in their company have the skills to adapt to the changes that digital brings. 32% believe their policies will enable them to adapt to the changes that digital brings.
  • Methodology has gotten us this far. Now is time to go beyond them. Think big data [yawn], mobile metrics, cloud data analytics. These could generate insights 24/7. Don’t built a fridge with a TV. Build a fridge that knows when to be colder and warmer at what time.
  • We selected the market research position because we like order, but we need to bend and enjoy chaos. Be creative when no one is looking.

Bringing Colour into our Digital Lives: Piet Hein van Dam #CASRO #MRX

casrobanner
… Live blogging from beautiful San Francisco…

 

Bringing Colour Into Our Digital Lives”

By Piet Hein van Dam, CEO, Wakoopal Pascal van Hattum, The SmartAgent Company

  • Promises a world without questions – what are people doing online on all their devices
  • Apple’s black friday email campaign in the netherlands was not effective – reach rose from 25% to 45% but new visitors left the homepage immediately
  • Segment Red: Innovative people: Internet is part of their life, they need water and wifi, they need self-expression
  • Segment Blue: Manifestation people: Show off, extrinsic motivation, status
  • Segment Yellow: Balanced people: Family, social, sharing, kids
  • Segment Green: Traditional people: Security, belonging, heritage, gated communities
  • Generally, the four groups are about the same
  • Red is innovators, extraverts, ego
  • Yellow is late majority, group, extraverts
  • Green is laggards, introverts
  • Blue is early innovators, ego, introverts [really nice segmentation, read the paper]
  • [They have a 5 question scale to determine which segment you are]
  • So, green people hated the the campaign
  • Hyves is the Netherlands version of Facebook, Hyves is very green and not very Red. Hyves is not doing well at all.
  • Facebook is very yellow but with a lot of green
  • LinkedIn is very blue
  • You must match campaigns to the “colour” of the website
  • You can target two colours in an ad
  • Adults 20 to 45 is not a target group, it’s a family reunion

Digital Music Consumers: Stephanie Fried @Vevo #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Stephanie Fried, Vice President, Research Insights and Analytics,VEVO

  • Vevo is a music platform with original content, interviews, sports, travel, music. You often don’t realize you’re watching videos through Vevo.
  • n=2900, age 13 to 43, P3M viewed a music video online, or streamed, or followed an artist online. 53% of US fell into this definition. Of these, 80% view videos online.  Online study, rep of online US population.
  • Top 4 segments of music consumers [I think this is the first time I’ve ever seen a segmentation presentation where we actually got to see what the segments are.]
  1. Savvy socializers. 22% of music consumers. very engaged, spend money on brands and devices. Vevo enthusiasts, use multiple sites, access everywhere all the time. Heavy TV viewers, play instruments, lots of time online, frequently on social networks. Very tech savvy.
  2. Ecelectic downloaders: 20%. younger. like to download and own. like all different kinds of music. Watch videos with friends. More likely to be students, single. Like to create art, exercise, rate products online. Collection has to be digital.
  3. On the go influencers: 18%. Young, ethnically diverse. Music is an escape. Like to understand music, understand the stories behind the music. Lower income but will spend money on tech devices.
  4. Classic collectors: 12%. This segment will grow. Longer term opportunity. Older, caucasion, higher income. Digitizing their albums but keeping the physical album. Like classic rock, watch older videos.
  5. Casual loners:  [oops! got distracted here!]
  6. Unconnected country:16%. older, female, family focused, suburban. Like country music. Music isn’t part of their every day like.
  • Product team uses this to help make product decisions. e.g., a new lyrics offering. Start with savvy socializers who are interested in the lyrics. Tailored to the right audience.
  • Classic collectors are into concerts.
  • Cross promote artists based on segment preferences. Artist overlap, genre overlap.
  • Informs marketing – where how are they consuming. what type of messaging.
  • 13 to 18 is  a big mobile segment. Younger is more eclectic and on the go. There were no real “teen” segments.

Which half of my digital marketing is working: David Rogers #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Dr. David Rogers, Author, “The Network Is Your Customer”; Faculty Director, Digital Marketing Strategy, Columbia University Business School

Link to buy David’s book on Amazon

  • One half of ALL US adults have a smartphone, tablet, or both. Not just online adults. ALL adults.
  • From IR to HOW to WHY
  • John Wanamaker, 19th century department store magnate and father of advertising “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”
  • Marketing often say they are swimming in data. MR grew up in a world where data was scarce but now information is no longer scarce.  We give off digital data at all places in our lives now.
  • 39% of marketers say they can’t turn their data into actionable insight [this is really sad. i suspect MUCH of that is not due to them not knowing how but rather that they don’t have the time to  do it]
  • Problems
    • 29% say they have too little or no data
    • 39% say data isn’t enough real-time
    • 51% say data isn’t shared enough across the organization
    • 42% say they can’t link data at individual customer level
    • 45% say they aren’t using data to personalize marketing communications [this assumes I WANT personalized communications which I don’t]
  • 37% of marketers make no mention of financial outcomes when they define ROI. ROI= ((Return/Investment) -1) * 100. Nothing else. [I think I just had a heart attack and it wasn’t due to too much chocolate]
  • 57% of marketers are not using any ROI analysis to plan their budge – people use gut, last years budget.
  • Marketers are looking for a silver bullet [yup, been there, done that, it don’t exist].
  • Marketers want a universal cross-platform model for measuring spend and ROI. Dream. On.
  • There is infatuation with the word engagement. Is it the answer to every question? Is engagement ad viewership? Number of likes? Wearing a Harley Davidson jacket and getting a tattoo across your forehead?
  • How do you compare facebook fans to twitter shares? Can you? What about youtube and downloads and comments. Which piece is more valuable to your brand? Which half is working….
  • Agile marketing model. Agility is an essential skill for marketers and researchers. Keep changing tool kit, adapt metrics.
  • Step 1. Start with objectives in mind. Seems trivial but it is not! What do you want to move the needle on. Objectives do NOT start with technology. Brand building? Customer service? Sales? Social responsibility? Lead generation? Once you know your objectives, the problem of being overwhelmed by the data is no longer overwhelming.
  • Step 2. Develop metrics. Four kinds.
    • Audience metrics. Who did I reach. Fans, followers, page views, unique visitors.
    • Channel engagement metrics. Likes, visits, retweets, youtube views, votes cast, time spent on site, click throughs. Must keep metrics separate to the channel. Retweets to twitter. Likes to facebook. Channel specific metrics are more common in digital.
    • Universal engagement metric. Change in relationship with customers. Sentiment, state of mind, brand awareness, purchase intent, customer satisfaction, net promoter score, word of mouth, lead generation. Works for new and old channels.
    • Financial metrics. Revenue, market share, customer acquisition, customer retention  ROI.[These are really the only ones that matter! No money = no audience metrics, no engagement metrics…]
  • How do these four interact? You need to build your own model. [I smell regression!]

Deutsch: Spaghetti mit Sahnsauße

  • The marketing funnel from decades ago has holes but the stages still happen, and now there is an advocacy state to add above the loyalty stage. Advocacy impacts awareness and each stage of the decision making process. [I still think the purchase funnel should be the purchase spaghetti, not the purchase funnel]
  • Awareness can be affected by poor SEO, broken links to pages no longer there. Fix it!
  • Consideration is shaped by Amazon, what they decide to show consumers. Partner with amazon.
  • Preference is affected when people see a coupon on the screen. Promote 3rd party reviews.
  • Action is affected by etail + retail. Look online, buy offline. Have contests to create advocacy.
  • Number of tweets is NOT a KPI. You can only do that if you’re twitter. Audience metrics are not a KPI unless you are NBC.
  • VISA’s KPI is share of wallet vs cash. If you’re traveling, how much cash do you really need when Visa is “accepted everywhere.”
  • 7 habits of agile marketing modelers?
    1. Make it everyone’s job, not the department of big metrics.
    2. Be iterative. Don’t wait for the annual/quarterly survey.
    3. Be skeptical. Don’t accept just any metric.
    4. Be data-driven. Not just hunches and feels good. ‘The highest paid person’s opinion”
    5. Be customer centric. Don’t lose yourself in the data. Understand the qualitative experience.
    6. Be imperfect. Don’t wait for perfection. You will never have the perfect model. It is the enemy of the good.
    7. Be decision driven. Never measure just for the sake of measuring. If it doesn’t influence decisions, then you are wasting your time.

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