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INCREASINGYOURSHAREOFVOICE.
Howdualbrandstrategiescanincreaseyourmarketshare.
HollyStewart:::MarketingManager– SocialMedia
INTRODUCTION.
ABITABOUTME.
2010 2011 2013 2016+
ABITABOUTSEEK.
ABITABOUTSEEK.
OURSOCIALJOURNEY.
2013 2014 2015 2016+
Phase1|Engagement Phase2|Traffic&Conversion Phase3|Segmentation&Relevancy
CONTEXT.
THEAUSTRALIANJOBMARKET.
25%Settled
50%Monitoring
25%Active
THEAUSTRALIANJOBMARKET.
10xournearestcompetitor
Firstchoice
3+siteswhenlookingforajob
1in3use
Source:IndependentresearchbyGFKonbehalfofSEEK(July-16).
THEPOWEROFDUALBRANDSTRATEGIES.
THEPROBLEM.
Howcanwedecreasetheimpactofcompetitorsocialstrategies/activity?
THINKABOUTIT.
LET’SBREAKITDOWN.
BrandA:Championbrand
Competitorbrand(s)
BrandB:Challengerbrand
AFEWMOREEXAMPLES.
DEVELOPINGTARGETINGSTRATEGIES.
BrandB Hasaccessto:
RetargetingBrandB
RetargetingBrandA
Competitortargeting
Customerjourneytargeting
Catchalltargeting
Demographictargeting
Competitortargeting Intereststargetingofcompetitorbrands
BrandBretargetingBrandAretargetingCustomerjourneytargetingCatchall
GHI
EXAMPLETARGETINGMATRIX.
TARGETINGBrandBretargeting
INCLUSIONSPixelDatabase
EXCLUSIONSBrandAretargetingCompetitor targetingCustomerjourneytargetingCatchall
MESSAGEABC
BrandAretargeting PixelDatabase
BrandBretargetingCompetitor targetingCustomerjourneytargetingCatchall
DEF
Customerjourney targeting Interesttargeting ofconsumerorsegmentmindstate
BrandBretargetingBrandAretargetingCompetitortargetingCatchall
JKL
Catchalltargeting Demographic only BrandBretargetingBrandAretargetingCompetitortargetingCustomerjourneytargeting
MNO
GRANULARTARGETINGMATRIXFORCHALLENGERBRAND.
SEGMENT BRANDA BRANDB MESSAGEHasbeenonsite + - Relatedcontent
Hasbeenonsitelooking atcreditcards + - Competitiveinterestrate
Hasbeenonsitelooking atcreditcards + + PODbusinesslevel(eg. Local,givebacktocommunity)
Hasbeenonsitelooking atcreditcardsANDmadeanenquiry + - Customerservice message(eg.
We’reheretohelp)
Has beenonsitelookingatcreditcardsANDsubmittedapplication + - N/A Excludethislistuntilthey
fallbackintothepool
Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + - PODfeaturelevel(eg.Apply
online&beapprovedin15mins)
Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + + Offerintroductoryrate
REFLECTION
THECHALLENGESOFDUALBRANDSTRATEGIES.
VS.
HubandSpoke:Across-functionalteamsitsinacentralisedpositionandhelpsvariousnodes(akabusinesses)
Centralised:Onebusiness(egChampionbrand)managesallsocialactivityforallbrands
THECHALLENGESOFDUALBRANDSTRATEGIES(CONT).
Toomuchnegativeretargetingcanbeabadthing
THECHALLENGESOFDUALBRANDSTRATEGIES(CONT).
TARGETING INCLUSIONS EXCLUSIONS MESSAGEBrandBretargeting Pixel
DatabaseBrandAretargetingCompetitor targetingCustomerjourneytargetingCatchall
ABC
BrandAretargeting PixelDatabase
BrandBretargetingCompetitor targetingCustomerjourneytargetingCatchall
DEF
Competitortargeting Intereststargetingofcompetitorbrands
BrandBretargetingBrandAretargetingCustomerjourneytargetingCatchall
GHI
Customerjourney targeting Interesttargeting ofconsumerorsegmentmindstate
BrandBretargetingBrandAretargetingCompetitortargetingCatchall
JKL
Catchalltargeting Demographic only BrandBretargetingBrandAretargetingCompetitortargetingCustomerjourneytargeting
MNO
THECHALLENGESOFDUALBRANDSTRATEGIES(CONT).
SEGMENT BRANDA BRANDB MESSAGEHasbeenonsite + - Relatedcontent
Hasbeenonsitelooking atcreditcards + - Competitiveinterestrate
Hasbeenonsitelooking atcreditcards + + PODbusinesslevel(eg. Local,givebacktocommunity)
Hasbeenonsitelooking atcreditcardsANDmadeanenquiry + - Customerservice message(eg.
We’reheretohelp)
Has beenonsitelookingatcreditcardsANDsubmittedapplication + - N/A Excludethislistuntilthey
fallbackintothepool
Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + - PODfeaturelevel(eg.Apply
online&beapprovedin15mins)
Has beenonsitelookingatcreditcardsANDstartedapplicationBUTnotfinished + + Offerintroductoryrate
UNDERSTANDINGTHEIMPACT.
GrowBrandB DecreaseXcompetitorbrand
RetainBrandA’sbrandhealth
IncreaseBrandA’slead
Shareofvisits
Shareofwallet
Shareofattention
Shareofvisits
Shareofwallet
Shareofattention
Brandstudymetrics Shareofvisits
Shareofwallet
Shareofattention
KEYTAKEOUTS
IFYOUARETOREMEMBERANYTHING...
3
2
1 Knowyouraudience,yourchampionbrandsaudienceandyourcompetitorsaudience
UtilisegranulartargetingandretargetingoffGroupbrandsanddon’tforgettheimportanceofnativetargeting
Considertheimplicationsandchallengesofdualbrandtargetingbeforegoingtomarketandimplementarigoroustestingandoptimisationframework.
4 MultiplemetricsarerequiredtocalculateROIandimpactacrosschampion,challengerandcompetitorbrands
THANKYOU&ANYQUESTIONS?
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