audience intelligence

A Formula for Better Insights on Consumers & Their Emotions

TheSocializers

THE PROBLEM & QUESTION: The Head of Insight at a major CPG brand is trying to figure out why brand equity is falling. A CEO is wondering why sales are dropping. A Senior Analyst is assigned by the Head of Insight with answering these questions.

THE FORMULA FOR ANSWERING THE QUESTION: The Senior Analyst decides to work with social data to discover the reason for falling brand equity. She comes up with the following formula:

A focus group of individual consumers (with a full dossier on each one) + these consumers’ emotions (at the individual level) about a brand or category topic (machine classifies millions of conversation snippets by emotion) + macro insights on each “Emotion Group”, based on offline purchase data AND all known interests of individuals in that group.

THE RESULT: When Heads of Insight/Brand Managers/C-Suite execs can zoom from macro insights about consumers INTO individual level dossiers making up an “Emotion Group” (a group of people expressing a specific emotion about a product/service), they will gain a clearer understanding of the intent and actions of these consumers. They will see when a consumer says, “I hate this product because…” or “I love this product because…”. They will see what characteristics entire groups of consumers who love or hate a specific product share.

THE IDEAL FINAL SCENARIO: Head of Insight to C-Suite execs, “I can see groups of consumers who are excited/disgusted with our product, the statement each consumer made about our product, and dossier-level insight into each individual making up these groups. I can then compare these groups with groups of consumers who are excited/disgusted with our competitor’s product in a nice neat single screen. Now I know why our brand equity is falling and I can make evidence-backed recommendations about our next move.”

Funding your Creative Today!

How To Run a Successful Self-Funded Creative Project

The age of the Creative has fully arrived. We are in times when Creatives have the real possibility of identifying an audience for their work and getting funding from that audience.

Using a combination of creative software, free intelligence solutions and free crowd-funding solutions (here and here), Creatives globally can be up an running within 1-2 months on the creative project of their dreams.

THE VALUE OF COMBINING A TARGETED INTEREST GRAPH WITH A CROWD-FUNDING TOOL: When you identify Key Influencers who are passionate about YOUR niche AND their followers, you will have discovered a fertile field in which to plant your crowdfunding campaign. Why? Because these are YOUR people, the ones who LOVE what you love! When you place a Kickstarter or Indegogo project WITHIN a targeted social footprint chock-full of Passionates, funding and momentum occur that much faster. Your Facebook page is GREAT for family and friends to participate BUT you also need to get this project in front of its tribe!

Following is a simple process for getting going:

1. LEARN: Visit KickStarter and Indegogo. Study the projects that have been funded successfully, read the FAQs and blogs and learn how these easy-to-use crowd-funding solutions work.

2. GATHER: your materials: video, photo, music, text.

3. CREATE a promotional video (this one of the MOST important aspects of successfully funding a crowd-funded project).

4. IDENTIFY YOUR AUDIENCE/FUNDING SOURCE: Once all of your materials are together and are tightly written, edited and scored, it is time to create the interest graph around your offering. An Interest Graph is a term used to describe the tribe of people who are passionate about the content in YOUR creative offering. While the initial funds for any creative project often come from family and friends, it is a great idea to do a little “intelligence gathering” on your potential audience and funders.

How to do intelligence gathering and assemble a tribe:

a. THE AUDIENCE WITH AN AUDIENCE: Go to wefollow.com , Research.ly and listorious.com. Type in keywords related to your niche. In both of these free solutions, lists of key influencers will emerge. Those influencers and their followers are YOUR tribe. They are the ones who will be interested in what you have to offer.

b. STUDY SUCCESS: Go to Amazon.com and Last.fm and study “similar products” or “tracks you might like” to get an idea of how Creatives of your stripe are marketing themselves. Study the successes AND the failures.

c. AGGREGATE THE INFLUENCERS: Create a Twitter account and brand it. This Twitter account should be around YOUR niche interest. Do NOT title it the name of your movie or album. Title it more generically and then follow ALL of the key influencers you discovered in wefollow.com and listorious.com. Their content and their audiences will be a very valuable resource for you in the following ways:

i. – As an idea of what is trending

ii.- As a virtual tribe to “drop” your Kickstarter or Indegogo project into. Once you create your project in one of these two funding solutions, you can announce it into the fabric of this niche social footprint. The way to do this is simply to tweet the video you created with a link to the Kickstarter project.

iii.- Feedback on your offering. You can direct members of this niche tribe to your video and get valuable feedback. Remember, the best part about critics is how they refine a creative offering. The best Critics are actually lovers of Creativity and offer constructive feedback. Even blistering Critics are valuable since these individuals shave away the fluff and help one identify potency. Never fear a Critic. Seek out a Critic and seduce him or her through your offering.

5. CREATE THE CAMPAIGN: After creating the Interest Graph (the GENERIC “social footprint” around a microsite based on that genre), it is time to create the Kickstarter or Indegogo project. Both sites have EXCELLENT instructions and are very easy to use.

6. MARKET THE PROJECT through your interest graph, to family and friends, and on all of your social networks. Let people know about your project with short punchy tweet-length messaging that contains bit.ly or ow.ly links leading back to the video on YouTube and to the crowd-funding solution.

The Value of Audience Intelligence

Gathering intelligence to inspire meaningful and actionable social programs is priceless. ~Brian Solis

To listen well, is as powerful a means of influence as to talk well, and is as essential to all true conversation. ~ Chinese Proverb

The best salespeople are great listeners – that’s how you find out what the buyer wants. ~ Spencer Johnson and Larry Wilson

TARGETED RESEARCH + CREATIVE STRATEGIES = SUCCESSFUL ONLINE MARKETING AND SELLING!

Web monitoring tools offer business developers and marketers CRITICAL INTELLIGENCE on where the major audience(s) for a product/service reside in cyberspace and in the physical world. Audiencecounts.com is a website where a 3-tiered competitive intelligence solution is offered. The solution provides online intelligence in regards to where a client’s major audience (major conversations, major communities and key influencers) currently resides in social media/web properties in an accessible format for the non-technical user.

Whereas there currently exist numerous web monitoring solutions available that offer access to this information, there are few services that offer a SIMPLIFIED version of the intelligence ALONG WITH TARGETED STRATEGIES on how to use the intelligence. We offer a simple final format that has TWO sections:

YOUR AUDIENCE: Where your Audience is (based on keywords submitted by the client). This is presented in a Top 25 format in each category:

In blogs
In social media properties
Web Communities
Key influencers
Largest dicusssions
Largest communities

YOUR STRATEGIES: Strategies for the social web that offer basic preliminary strategy/tactics on: (a) establishing a presence, (b) entering the conversation, (c) becoming a leader in the conversation and (d) monetizing tips. Advanced strategies for specific needs related to your organization.

How does this work?

1. Using keywords and keyphrases, we use a combination of sophisticated social monitoring tools to discover the key influencers, major online communities and highest populated conversations about your product/service/brand.

2. We compile a report of these top audiences for your product/service/brand AND give you strategies for accessing and monetizing these relationships and conversations. Remember, a conversation IS a community AND a selling opportunity. Read more here on the Top 10 Reasons to Listen from Radian6, one of the world’s premier social intelligence solutions.

3. We deliver this report to you for your use.

What do I do with the report and strategies?

The key influencers, major discussions and largest groups/networks identified around your brand/product/service indicate fabulous starting points for getting the word out/participating in the conversation about your offering. The strategies tell you how to do it.