Motivequest on Micro-marketing

How SOCIAL SEGMENTS

can improve your MARKETING IMPACT.

Socialmedia.orgOctober 2014

MICRO-MARKETINGA new approach to growth

2 Examples

3 Tips

Major shift

How can a plate of cheese and broccoli be

the key to a shift in customer behavior?

DAIRY PRODUCTS SENTIMENT BY CONSUMER MINDSET

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

A mother A cook A woman with

a condition

A healthy

woman

A fit woman A woman on a

diet

Net

Sen

tim

en

t Cheese

Milk

Yogurt

People feel differently about cheese in

different contexts – MICRO SEGMENTATION

MODERN MARKETING

…for the first time…you can

actually get to markets that

you never could before. Mark Addicks, CMO, General Mills

MICRO SEGMENTATION + MODERN MARKETING= MICRO-MARKETING

MICRO-MARKETING

In simple English…

Identify passionAnd talk to it

MODEL B ADVOCACY & SALES RELATIONSHIP

Model D Units Sold

Model D Share of Advocacy

DONE WELL SALES WILL GO UP

Un

its

Sold

Shar

e o

f A

dvo

cacy

10©MOTIVEQUEST 11/12/2014

Nike’s traditional ad budget was reduced by

40% between ‘09-’12http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

11©MOTIVEQUEST 11/12/2014

“Nike is going where its

customer is…online

communities...to interact

even more closely with its

consumers.”

Mark Parker, CEO, Forbes

12©MOTIVEQUEST 11/12/2014

Community engagement Product buzzSoftware relationships

13©MOTIVEQUEST 11/12/2014

It’s working for them, as Traditional spend has gone down revenue has gone up.

http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

Kraft used this insight build a $200m new

beverage brand in three years?

http://www.chicagonow.com/marketing-strategist/2013/02/krafts-breakthrough-innovation-with-mio-marketing-to-millennials/

But how can you do it?

NOT

17©MOTIVEQUEST 11/12/2014

Our interests and passions are contextual not demographic

18©MOTIVEQUEST 11/12/2014

ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK

19©MOTIVEQUEST 11/12/2014

ONLINE COMMUNITIES ARE ORGANIZED LIKE THE MAGAZINE RACK

GENERAL HEALTH

2.9 millionconversations

OBESITY

700,000conversations

CANCER

900,000conversations

CROHN’S & COLITIS

200,000conversations

MULTIPLE SCLEROSIS

175,000conversations

DIABETES

450,000conversations

FIBROMYALGIA

100,000conversations

HEPATITIS

100,000conversations

RA & ARTHRITIS

50,000conversations

GI & CELIAC

120,000conversations

CARDIAC

35,000conversations

CYSTIC FIBROSIS

25,000conversations

ASTHMA & ALLERGIES

35,000conversations

LUPUS

20,000conversations

PSORIASIS

12,000conversations

HEALTH & MEDICAL

6 millionconversations

21©MOTIVEQUEST 11/12/2014

LASSO PASSION

A BRAND IN A PICKLE

22©MOTIVEQUEST 11/12/2014

NICHES Cooks, food-lovers, and dieters dominate pickle interest, but fitness buffs are

a strong presence too.

PICKLE PASSION – COMMUNITIES THAT GENERATE PICKLE-TALK: 11/2009-10/2010

SH

AR

E O

F P

ICK

LE-T

ALK

31.5%

13.0%

10.5% 10.4%

7.8%

5.3% 4.8% 4.2% 3.6% 3.6%2.7% 2.7%

0%

10%

20%

30%

40%

Source: Pickle Conversations – 11/2009-10/2010

23©MOTIVEQUEST 11/12/2014

STORIES People talk about the many ways they have found to use pickles

24©MOTIVEQUEST 11/12/2014

PICKLE PASSION Much broader than expected

53.9%

22.4% 21.4%

10.7%9.2% 9.1%

0%

10%

20%

30%

40%

50%

60%

Recipes (food) Recipes (drink) Drinking it

straight

Fitness & health Pregnancy

cravings

Frugality (re-

usability)

PICKLE JUICE THEMES: 11/2009-10/2010

SH

AR

E O

F P

ICK

LE J

UIC

E D

ISC

USSIO

N

Source: Pickle Conversations – 11/2009-10/2010

Pickle juice is fun to talk about because it

is a veritable Swiss Army Knife, full of

hidden and surprising uses.

25©MOTIVEQUEST 11/12/2014

SOCIAL FUEL A catalyst for idea sharing

26©MOTIVEQUEST 11/12/2014

FACEBOOK New ideas

27©MOTIVEQUEST 11/12/2014

YOU TUBE Educational medium

28©MOTIVEQUEST 11/12/2014

RESULTS

Grew Facebook audience x25 in 4

months

Attracted 1M viewers in the first

month of their YouTube campaign

Generated twice the payback

using social media vs traditional

advertising.

Claussen’s market share grew 0.4

share points while competitors

declined 0.8.

29©MOTIVEQUEST 11/12/2014

“Stop demanding the web conform to your

desire for mass—and instead realize that

mattering a lot to a few people is worth far

more than mattering just a little to everyone.”

SETH GODIN

30©MOTIVEQUEST 11/12/2014GREEK GROWTH

31©MOTIVEQUEST 11/12/2014

32©MOTIVEQUEST 11/12/2014

YOGURT STORIES One of the interesting findings is how specific the stories are

that yogurt consumers are sharing in the online space.

Source: All Yogurt Conversation 3/1/2012 – 2/28/2013

33©MOTIVEQUEST 11/12/2014

SOURCES The context changes the action drivers.

WeightWatchers.com – 1

CalorieCount.com – 4

MarksDailyApple.com – 7

3FatChicks.com – 14

LowCarbFriends.com – 20

TheBump.com – 3

Baby-Gaga.com – 6

WhatToExpect.com – 8

BabyAndBump.com – 9

Mothering.com – 19

BodyBuilding.com – 4

RunnersWorld.com – 12

HealingWell.com – 17

WholeFoodsMarket.com – 11

ChowHound.com – 14

DIETING PARENTING

FITNESS/TRAINING COOKING

Note: The number to the right of

the site is the contributing rank of

yogurt conversation.

34©MOTIVEQUEST 11/12/2014

YOGURT STORY TELLERS Given yogurt topics, sources of conversation and a lack

of overlapping conversation, we can identify different profiles of yogurt storytellers.

DIETERS PARENTS

ATHLETES FOODIES

“Your best bet, low cal wise, is going to be low fat or fat free plain greek yogurt. The only sugar in it will be the natural sugar found in dairy. You can dress it up with a bit of fruit if you need some sweet.”Source: http://caloriecount.about.com

“as long as he is eating yogurt or cheese ..milk is not needed…i just upped his yogurt and he loves that stuff so he is still getting the stuff he needs to grow.”Source: http://www.cafemom.com

“Two of my favorite snacks for work, working out, or any time are Fage yogurt and raw almonds. They are high in protein so they make a great recovery food after a work out, and they are very satisfying!”

Source: http://blog.wholefoodsmarket.com

“butternut squash and apple soup with pressure cooker recipe here. This is outstanding, gently-spiced and well balanced. The choice of Greek yogurt is perfect, because it is creamier than most commercial yorgurts. I did incorporate a 1/2 tsp of cornflour and 1/4 tsp cornstarch to the yogurt before adding it to the puree and broth to prevent the yogurt from separating.”

Source: http://cookeatshare.com

% of yogurt posters

26.9%% of yogurt posters

17.0%

11.0%% of yogurt posters

10.2%% of yogurt posters

35©MOTIVEQUEST 11/12/2014

DIET PARENTEXERCISEFOOD

FEEL ACCOMPLISHED

FEEL TRANSFORMED

FEEL SENSUAL

FEEL PURE

FEEL CONNECTED

FEEL NURTURING

Note: Indexes are based on expected correlation. Baseline average is 100. If the

number is >100, the concept is more highly correlated than statistically expected.

133

109

87

109

94

90

94

95

140

89

103

96

124

94

71

91

96

77

82

83

75

113

93

210

YOGURT SEGMENTS People are motivated by different aspects of Greek yogurt in

different circumstances.

Source: Yogurt Conversations, 3/1/2012-2/29/2012

36©MOTIVEQUEST 11/12/2014

3 Tips to discover growth

1. Explore new data sources to find untapped

growth opportunities.

2. Activate your strategy against what consumers

are passionate about.

3. Optimize as you go to give your strategy room to

expand.

37©MOTIVEQUEST 11/12/2014

EXAMPLE INSURANCE MICROMARKETINGCan help you spot and action new opportunities for growth?

1st time car RentersHomeRVers Motorcycle Retiree Classic College

SOURCES

AC

TIV

ATI

ON

38©MOTIVEQUEST 11/12/2014

Think

Tribal.

39©MOTIVEQUEST 11/12/2014

David Rabjohns

CEO

MotiveQuest

@MotiveQuest

drabjohns@motivequest.com

www.motivequest.com