4 personas to target in the lip balm industry - burt's bees research
DESCRIPTION
In this example, customer personas for Burt's Bees are identified as part of a customer experience analysis. By analyzing data, we were able to identify four personas that are valuable to understand: Addicts, Vanity Fairs, Greenies and Anxious Moms. By looking at social media posts, you can ascertain exactly how groups of people think and feel about products, companies and how likely they are to buy products. For these personas, each one has different values and wants different kinds of information from Burt’s Bees. For a more detailed look at how we do this, visit http://www.sdl.com/products/social-intelligence/.TRANSCRIPT
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4 Personas to Target in the Lip Balm IndustryBurt’s Bees Example
• With Social Intelligence, you can target audiences based on behavioral characteristics
• Let’s walk through an example using the lip balm industry, how Burt’s Bees might target its key audiences
Behavioral Targeting – The Many Uses of Social Intelligence
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1. Identify Key Business Objectives
Determine the design of brand and product initiatives for the upcoming year.
Find the most stable audiences who value Burt’s Bees currently.
Discover new audiences likely to be Burt’s Bees brand advocates.
2. Identify Research Questions Related to Business Objectives
Who is talking about Burt’s Bees online? What theme is driving the conversation? Where online are different groups communicating? What are the barriers and enablers of each group to being a
Burt’s Bees advocate?
A valuable customer is one that is committed to buying products or services, sharing content and advocating brand
Social Intelligence gives you a contextual view into your customers’ experience.
3: Add Structure to Social Data
4. Analyze Relevant Conversations to Understand Target Audiences
Our trained ethnographers analyzed these relevant conversations and identified 4 key personas
Persona #1: Addicts
Behavioral Traits Power users of Burt’s
Bees Biggest brand advocates
and most likely to recommend
Excited to engage with others about brand
Sarcastic and silly Avid Twitter users for
sharing and banter
How to Target Addicts
Provide online experiences for addicts to engage to leverage their existing influence and eagerness to promote
Persona #2: Vanity Fairs
Behavioral Traits• Interested in Burt’s Bees products as
beauty enhancers
• Very detailed around the specific characteristics (e.g. smell, feel, taste) and effects (e.g. smooth skin, silky lips)
• Vocal about product quality AND lack thereof
• Active product reviewers in forums
How to Message to“Vanity Fairs”
Uplift “beauty” branding to cater to Vanity Fair audience, advertise through proper channels, and compete in relevant spaces
Persona #3: Greenies
Behavioral Traits
• Drawn to Burt’s Bees products based on eco-friendly, natural properties
• Opinionated
• Activists
• Concerned about impact of Clorox ownership
• Aggressive forum users related to news and information sharing
How to Message to “Greenies”
Develop PR campaign around Burt’s Bees 2020 goals to address green concerns and provide content for active engagement
Persona #4: Anxious Moms
Behavioral Traits
• Prioritize Burt’s Bees for their children above themselves
• Skeptical about product labels
• Often unaware of “Baby Bee” brand
• Aggressive forum users for advice
How to message to “Anxious Moms”
Ensure clear messaging of “Baby Bee” to moms to increase overall awareness through the key forums they actively engage in
Questions? Ask Our Consultants.
SDL Social IntelligenceBrianne MooreBusiness Solutions [email protected]
SDL Social IntelligenceRuss TaufaBusiness Solutions [email protected]