-
8/8/2019 BMV Project - Consolidated Findings
1/21
BoldMouth-Vanderbilt ProjectConsolidated Findings & Tactical
Implications For Digital
-
8/8/2019 BMV Project - Consolidated Findings
2/21
ACCOUNTABILITY
PERSONALISATION
In which direction is marketing headed?
-
8/8/2019 BMV Project - Consolidated Findings
3/21
PROJECTGOAL
Helpposi)onBoldMouthasanagency
ofchoicebyhelpingthemtoar)culate
theimpactsocialmediahasonbrands
andbusinesses.
BrandedMethodology OriginalResearch
Users 46Ques)ons N=141 Censusadjustedscien)ficsample
Prac))oners 24Ques)ons N=68
BrandManagers,SocialMediaStrategists,MediaExecu)ves
3
Project Overview
-
8/8/2019 BMV Project - Consolidated Findings
4/21
4
Participating Practitioners
-
8/8/2019 BMV Project - Consolidated Findings
5/21
- finding #1 -business goals should dictate
platform strategy
-
8/8/2019 BMV Project - Consolidated Findings
6/21
6
Platform Selection Criteria
Criteria
Ra-ng(Indexed)Abilitytoenhancecustomerexperiencewithbrand 53.28
Abilitytocreateawareness 48.71
Amplifica)onofmessage 47.28
Customeracquisi)on 42.85
Onlinevisibility 36.42
Source: BoldMouth-Vanderbilt Project, Practitioners in
Social Media Study April 23rd2009, N=64
What drives practitioner decisions when selecting platforms?
-
8/8/2019 BMV Project - Consolidated Findings
7/21
- finding #2 -alignment is key
-
8/8/2019 BMV Project - Consolidated Findings
8/21
SocialNetworking
EmbeddableApplications
VideoSharing
PhotoSharing
WritingBlogs
ReadingBlogs Podcasts
Micro-Blogging
SocialBookmarking Reviews
Atleast
onceaday 116 119 121 133 124 124 124 124 149 155
Atleast
oncea
week
97 119 103 131 144 104 118 206 138 143
Atleast
oncea
month
91 104 103 111 124 109 138 110 141 97
Lessthan
oncea
month
90 115 91 94 108 102 100 99 114 94
8
Likelihood of Purchase vs. Platform Use
mean=100
Source: BoldMouth-Vanderbilt Project, Consumers in Social
Media Study April 23rd2009, N=141, Census-Adjusted
Sample
How likely are you to purchase a product featured on these
platforms?
-
8/8/2019 BMV Project - Consolidated Findings
9/21
- finding #3 -think socially, activate individually
-
8/8/2019 BMV Project - Consolidated Findings
10/21
Nearly40%ofmarketersdonotofferincen)vesfor
interac)ons
88%ofthe)me,userresponseissome)mesoralwaysbe]er.
10
Incentives
Never
39%
Sometimes48%
Often
10%
Always 3%
Source: BoldMouth-Vanderbilt Project, Practitioners in
Social Media Study April 23rd2009, N=64
Do you offer incentives to customers
in exchange for interactions?
-
8/8/2019 BMV Project - Consolidated Findings
11/21
Recapping Key Findings
business goals should dictateplatform strategyalignment is
key
think socially, activate individually11
-
8/8/2019 BMV Project - Consolidated Findings
12/21
How does this
translate,
tactically in thedigital space
?
-
8/8/2019 BMV Project - Consolidated Findings
13/21
Trial/Couponing
Content Consumption
Click-Through
Reach
Mapping Metrics To The Purchase Funnel
13
Purchase Funnel Potential Metrics
-
8/8/2019 BMV Project - Consolidated Findings
14/21
Creating A Path To Digital Leadership
OnlineBrandPlanning
DigitalPersonality
ContentPlanning
CustomerRela-onshipManagement
PlaormModera-on
Promo-ons
SmartRisks
ConsumerBrandOwnership
Footprint Planning& Development
ContentActivation
CommunityActivation
CategoryLeadership
14
-
8/8/2019 BMV Project - Consolidated Findings
15/21
OnlineBrandPlanning
Whatarethecentralbusinessgoalsofthebrand?
Whatofflineelementsofthebrandmakesenseintheonlinespace?
Inwhatonlineplaormscanthebrandmosteffec)vely
compete?
BrandPersonality
InwhatwaysisthebrandUnique,Authen)c&Talkable*enoughtoappealtoconsumersonapersonallevel?
Footprint Planning & Development
Footprint Planning& Development
ContentActivation
CommunityActivation
CategoryLeadership
15*Source: UAT Framework, Rohit Bhargava, Personality
not included, 2008
-
8/8/2019 BMV Project - Consolidated Findings
16/21
ContentPlanning
Whatkindsofcontentwillbeofvaluetothetargetaudience?
Whatformatshouldthatcontentbein?
Isthereanopportunitytocreatecontentfrompar)cipa)onin
onlineplaorms?
Inwhatwayscanthebrandtrackconsup)onofthatcontent?CustomerRela-onshipManagement
Whatcustomerserviceissueswillthebrandencounter,online?
Howcanonlineplaormshelpmanageandrecoverfromcustomer
serviceissues?
Content Activation
Footprint Planning& Development
ContentActivation
CommunityActivation
CategoryLeadership
16
-
8/8/2019 BMV Project - Consolidated Findings
17/21
PlaormModera-on
Whatisthebrandsdesiredbalancebetweencontrolandopendialouge?
Inwhatwayscanthebrandbuildasenseofcommunitythatcanleadtoselfmodera)ngplaorms?
Promo-ons
Cantargetedpromo)onsandgiveawayshelpbuildthesizeandstrengthofthebrandsaudience,online?
Howdoesthebrandseamlesslytransi)onfrompromo)onsdrivengrowthtoorganicgrowth?
Community Activation
Footprint Planning& Development
ContentActivation
CommunityActivation
CategoryLeadership
17
-
8/8/2019 BMV Project - Consolidated Findings
18/21
SmartRisks
Arethereopportuni)estodosomethingonlinethatwilldefinenotonlythebrandbutthecategory?
Howdoesthebrandbuildconsensus,internallytoensureeffec)veimplementa)on?
ConsumerBrandOwnership
Whataspectsofthebrandcanbegivenawaysuchthatconsumersfeeltheyhaveanac)verollinthebrandspresence,online.
Category Leadership
Footprint Planning& Development
ContentActivation
CommunityActivation
CategoryLeadership
18
-
8/8/2019 BMV Project - Consolidated Findings
19/21
vs.
The tension between creative and analytics is well
documented.
In digital, they have to come together to maximize ROI.
-
8/8/2019 BMV Project - Consolidated Findings
20/21
planning towardsbusiness goals
aligning for asmashable brand
activating at
the consumerlevel
123
using digital toencourage
accountability
&
using digital to makepersonal connections
with consumers
Footprint Planning& Development
ContentActivation
CommunityActivation
CategoryLeadership
Framework For Maximizing Marketing ROI Through Digital
-
8/8/2019 BMV Project - Consolidated Findings
21/21
The BoldMouth-Vanderbilt Project Report can be
viewed in full at http://boldmouth-vanderbilt.com.
For More Information:Jared Degnanurl :: jareddegnan.com
email :: [email protected]
phone :: (202) 413-3652
