@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