meet the tweetfaces - eric holtzclaw
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@eholtzclaw
BEST JOB EVER
@eholtzclaw
UNCOVER CONSUMER DNAUniquely positioned to understand core drivers for behaviors (purchase, use and support) across a wide variety of industries, modes and contexts.
My work allows me to predict emerging trends in technology, adoption and to evaluate messaging and execution.
LW PRESENTATION TEMPLATE
@eholtzclaw
UNDERSTANDING SOCIAL MEDIAWhat is the impact of SOCIAL MEDIA on today’s market?
WHAT’S GOING ON IN SOCIAL MEDIA?
@eholtzclaw
LADDERING LATTICING LENSING
@eholtzclaw
WHY?
Social Media is a Reflec.on of Our Core....
@eholtzclaw
The TweetFaces
Traditional Terri
“I live for my family and friends.”
@eholtzclaw
Traditional Terri
•Must be very easy•It can be “you” or “I”, as long as you know it’s from “me”•Not concerned with being 1st, as long as they think it’s funny•Predictable outcome or humor - serialized sitcom (PG-13)•Crave connection and nostalgia
@eholtzclaw
Ambitious Amber
“I am proud of my family and of what I have accomplished.”
@eholtzclaw
Ambitious Amber
•It must be easy•“I” not “You”•My message - not canned•Doesn’t want to offend•Looks for affirmation•Current on pop culture and new trends via mass media•Smart humor - unpredictable
@eholtzclaw
Everyday Eddie
“I enjoy spending time with my friends at the bar or game.”
@eholtzclaw
•Interest is outside of social media or technology•Talks about funny commercials, videos in person, not online•Fewest number of friends •May not use Facebook at all•Stream video for area of interest•Looks up information about interests - sports or news•Very low tech - probably using a flip phone
Everyday Eddie
@eholtzclaw
Vice Vicky
“It’s my life, I am young and I will do what I want to do.”
@eholtzclaw
• It must be easy• “I”, “I”, “I”• My message - not canned• Ok with humor at others’ expense• Looking for recognition• Feel they set the standard• Associates with vice brands
Vice Vicky
@eholtzclaw
Popular Penny
“I love using Facebook to keep up with my friends from school.”
@eholtzclaw
• It must be very easy• “I” not “You”• Doesn’t want to offend• Looks for affirmation• “Me too”, but one of the first• Juvenile/innocent humor
Popular Penny
@eholtzclaw
Cool Cade
“I look for new or interesting items that others haven’t seen.”
@eholtzclaw
• Willing to work for something, but not extreme• Real world experience - must try something• Authenticity is important• Looking for application• Intrigued by novelty - something new• Must be asked - rarely shares unless sees need
Cool Cade
@eholtzclaw
“SOCIAL MEDIA” IS HERE TO STAY
Understanding why your customers use it helps you capitalize on this important channel
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Gangnam Style@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Online In Person
Penny Vicky
Amber
Cade
Eddie
Terri
@eholtzclaw
Matching
@eholtzclaw
Penny Vicky Amber
Cade
Eddie
Terri
Talk To Me
@eholtzclaw
Penny Vicky Amber
Cade
Eddie
Terri
Matching
@eholtzclaw
Penny Vicky Amber
Cade
Eddie
Terri
Matching
@eholtzclaw
Penny Vicky Amber
Cade
Eddie
Terri
The TweetFaces
LADDERING WORKS THANK YOU
Questions?
@eholtzclaw