m2c 2014: world cup 2014: 3 ways to use social data to extend engagement
Post on 14-Sep-2014
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** See Notes for each slide in Separate File ** Many of our clients are thinking about the World Cup or have already started their campaigns. I thought I’d share some lessons we’ve learned along the way using social data in innovative ways.TRANSCRIPT
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#jack_mattr Mattr.co
World Cup 2014:3 Ways to Use Social Data
to Extend Engagement
Presentations and Slide Notes:www.slideshare.net/Mattr_co
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#jack_mattr Mattr.co
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#jack_mattr Mattr.co
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#jack_mattr Mattr.co
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#jack_mattr Mattr.co
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#jack_mattr Mattr.co
Brands Will Spend €1.1 billion on The
World Cup
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#jack_mattr Mattr.co
4 Steps
1 Find a benchmark; Segment engaged2 Determine where their eyes are3 Learn who they listen to
4 Tone your content so they’ll respond
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#jack_mattr Mattr.co
Use @FIFAWorldCup as a Benchmark
Wholesome Male Single25 - 34
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#jack_mattr Mattr.co
Media: Ranked by Popularity
1
4
2
3
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#jack_mattr Mattr.co
Media: Ranked by Uniqueness
1
4
2
3
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#jack_mattr Mattr.co
Popular Influencers (Sports)
1
4
2
3
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#jack_mattr Mattr.co
Unique Influencers
1
4
2
3
(Surprises...)
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#jack_mattr Mattr.co
Surprises
Get Eyes-es
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#jack_mattr Mattr.co
@FIFAWorldCup Top Brand Personalities by Week
Wholesome
Rugged
Reliable
Sophisticated
Daring
Brand Personalities
25 Feb 4 Mar 11 Mar 18 Mar 25 Mar 1 Apr 8 Apr 15 Apr
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#jack_mattr Mattr.co
@FifaWorldCup Top Brand Personalities by
Week
Wholesome
Rugged
Reliable
Sophisticated
Daring
Brand Personalities
25 Feb 4 Mar 11 Mar 18 Mar 25 Mar 1 Apr 8 Apr 15 Apr
Wholesome PeopleRespond to: Simplicity, Emotion
Turned off by: Ambiguity, Hyperbole
Rugged PeopleRespond to: Candor, Toughness
Turned off by: Rules, Emotion
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#jack_mattr Mattr.co
A Very Rugged Tweet
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#jack_mattr Mattr.co
@FIFAWorldCup Top Brand Personalities by Week
25 Feb 4 Mar 11 Mar 18 Mar 25 Mar 1 Apr 8 Apr 15 Apr
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#jack_mattr Mattr.co
Adidas Matched 2 /3 Top Weeks
25 Feb 15 Apr
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#jack_mattr Mattr.co
Coke Only Matched 1 Week
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Nike Matched 2 /3
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Miller Matched 2 /3
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7 / 12 Overall Match
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#jack_mattr Mattr.co
Remove the Guesswork from Your Campaign
1. Decide whether you should participate
2. Uncover the unique media and influencers
3. Tone your content correctly
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#jack_mattr Mattr.co
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#jack_mattr Mattr.co
Well Played, Ford.
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#jack_mattr Mattr.co
To Get Started...
1. Web browser
2. Any Twitter account
3. A ridiculously small amount of money
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#jack_mattr Mattr.co
Plan a Campaign Optimize
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourCampaign
Real Time Segmentation
(Surprises...)
How They’re Using Mattr: Life of a Campaign
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#jack_mattr Mattr.co
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#jack_mattr Mattr.co
Start planning with an Historical Snapshot of
Your Audience
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.coMattr.co
1. Enter a Twitter Handle
2. Add Hashtags and Keywords
3. We’ll search in the past to profile consumers who have engaged with you.
Entire Audience
Under EngagedMost Engaged
4. You’ll see 3 Personas we’ve created (or make your own).
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.co
Select “Most Engaged” to Defend Your
Brand Advocates
Under EngagedMost Engaged
“Under Engaged” to Extend Your
Reach
Or
Custom
?
OrBuild Your
Own Persona
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.co
Creatives can tone content to the Brand Personality, inspiring your targeted persona to engage.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.co
Media Buyers can place content with publishers that have high concentrations of your targeted persona.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.co
PR can leverage Most Shared Media to target media yielding a higher probability of going viral.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.co
Strategists can partner with unique influencers who:• are best-suited to
represent your campaign.
• attract high engagement with your targeted persona.
• may be more cost-effective than Ellen.
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
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#jack_mattr Mattr.co
Optimize Your Campaign With Real Time Segmentation
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
![Page 38: M2C 2014: World Cup 2014: 3 Ways to Use Social Data to Extend Engagement](https://reader034.vdocuments.us/reader034/viewer/2022051322/5415af568d7f728a6c8b47e3/html5/thumbnails/38.jpg)
#jack_mattr Mattr.co
1. Enter as many Twitter handles as you like.
2. Add campaign hashtags and keywords.3. See how your segmentation changes during the campaign. Be aware of and leverage unexpected events or trending influencers.
Entire Audience
Under Engaged
Most Engaged
Plan a Campaign Optimize It
See Who’sEngaging
Target aPersona
Gather PersonaInsights
You launch yourcampaign
Real-time Segmentation
![Page 39: M2C 2014: World Cup 2014: 3 Ways to Use Social Data to Extend Engagement](https://reader034.vdocuments.us/reader034/viewer/2022051322/5415af568d7f728a6c8b47e3/html5/thumbnails/39.jpg)
#jack_mattr Mattr.co
Vielen Dank!www.Mattr.co
(Surprises...)
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#jack_mattr Mattr.co