m2c 2014: world cup 2014: 3 ways to use social data to extend engagement

#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


Brands Will Spend €1.1 billion on The

World Cup


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


Use @FIFAWorldCup as a Benchmark

Wholesome Male Single25 - 34


Media: Ranked by Popularity

1

4

2

3


Media: Ranked by Uniqueness

1

4

2

3


Popular Influencers (Sports)

1

4

2

3


Unique Influencers

1

4

2

3

(Surprises...)


Surprises

Get Eyes-es


@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


@FifaWorldCup Top Brand Personalities by

Week

Wholesome

Rugged

Reliable

Sophisticated

Daring

Brand Personalities


Wholesome PeopleRespond to: Simplicity, Emotion

Turned off by: Ambiguity, Hyperbole

Rugged PeopleRespond to: Candor, Toughness

Turned off by: Rules, Emotion


A Very Rugged Tweet


@FIFAWorldCup Top Brand Personalities by Week



Adidas Matched 2 /3 Top Weeks

25 Feb 15 Apr


Coke Only Matched 1 Week


Nike Matched 2 /3


Miller Matched 2 /3


7 / 12 Overall Match


Remove the Guesswork from Your Campaign

1. Decide whether you should participate

2. Uncover the unique media and influencers

3. Tone your content correctly


Well Played, Ford.


Thank You!

[email protected]

@jack_mattr


To Get Started...

1. Web browser

2. Any Twitter account

3. A ridiculously small amount of money


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


Start planning with an Historical Snapshot of

Your Audience

Plan a Campaign Optimize It

See Who’sEngaging

Target aPersona


You launch yourcampaign

Real-time Segmentation

#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).


See Who’sEngaging

Target aPersona





Select “Most Engaged” to Defend Your

Brand Advocates

Under EngagedMost Engaged

“Under Engaged” to Extend Your

Reach

Or

Custom

?

OrBuild Your

Own Persona


See Who’sEngaging

Target aPersona





Creatives can tone content to the Brand Personality, inspiring your targeted persona to engage.


See Who’sEngaging

Target aPersona





Media Buyers can place content with publishers that have high concentrations of your targeted persona.


See Who’sEngaging

Target aPersona





PR can leverage Most Shared Media to target media yielding a higher probability of going viral.


See Who’sEngaging

Target aPersona





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.


See Who’sEngaging

Target aPersona





Optimize Your Campaign With Real Time Segmentation


See Who’sEngaging

Target aPersona





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


See Who’sEngaging

Target aPersona





Vielen Dank!www.Mattr.co

(Surprises...)

m2c 2014: world cup 2014: 3 ways to use social data to extend engagement

Marketing

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audiences

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