Notes for M2C World Cup presentation.

1. [1.] World cup 2014: 3 ways to use social data to extend
engagement
My name is Jack Holt, CEO from a software company in San Francisco
called Mattr. Many of our clients are thinking about the World Cup or have
already started their campaigns. I thought I’d share some lessons we’ve
learned along the way using social data in innovative ways.
[2.img_John]
Before we talk about the World Cup, I’d like to introduce John. John is a
strategist for Ford. His mission we’ll talk about a little today was to launch
the new Ford Mustang Globally in 6 cities around the world.
[3.img_2015 mustang]
John and his team had a massive challenge: get people talking about the
car outside the typical Mustang buyer. The campaign launch was only 36
hours but, in today’s viral social media market, where anything can happen,
is a lifetime of opportunity— or risk.
[4.img_John]
Like most all creative marketers, John is an intuitive. But he’s quite
innovative in how much he loves data. He relies on data to fuel his intuition
rather than replace it. In everything he does, he looks for that elegant
solution: his idea of a perfect Mustang is one that is so exquisitely
engineered that it can drive the Nurburgring in 7 minutes and have a fuel
rating of only 2 liters per 100 kilometers.
So he wanted to try leveraging their social data as the campaign was
running. Remember: he had just 36 hours to make it count.
Would social data tell him anything special? If so, would the insight be
compelling enough to convince his bosses to take action on it?
[5.img_WorldCup]
You may be wondering what this case history, the launching of an
american muscle car, has to do with World Cup advertising. Well, John took
advantage of one of the data points we’ll talk about today that you’ll be able
to use to break through the noise of the World Cup.
Here’s your challenge:

2. [6.] Brands will spend 1.1 billion euros on the world cup
With this much money flying around how do you cut through the noise and
stand out? We think the answer is in your social data - your consumers are
telling you so much about themselves that you just need to listen to them.
The good news is that there is so much of this data. The bad news?
There’s so much this data! You’ll have to be as precise as an automobile
engineer designing a supercar. You must plan extensively and execute
accurately. In short, you must remove as much of the guesswork as
possible while improving every chance to succeed.
If you have the 80 million euros to spend on the World Cup there’s
absolutely nothing wrong with the traditional approach to plan your
campaign. But I like the Ford approach. John’s approach. It’s so beautifully
simple. Give me an elegant, efficient solution. If it costs less, great, but for
me? I really want results.
[7]. 4 Steps: 1. Find a benchmark; Segment engaged 2
Determine where their eyes are 3 Learn who they listen to 4
Tone your content so they’ll respond
To properly research your campaign, you should first figure out who you
want to target. Remember - you’re being precise. Our clients only profile
people who have actually engaged - that way you know they’re real people
and not robots and they’re willing to speak out.
Then you find where their eyes and wallets are, which celebrities they listen
to, and how to create content that appeals specifically to them.
[8.] Use Fifaworldcup as a benchmark
Why don’t we use Fifa’s most engaged persona as an example? This is
from Twitter, by the way - hundreds of thousands of people each day talk
about the World Cup on Twitter.
The most engaged persona is male, 25-34 years old and single. If you were
to read all of their tweets, not just those about the World Cup, you’d see
that they respond to simplicity, straight talk, openness, and emotion. You’d
also see that they are repelled by ambiguity, complexity, and blandness.
This brand personality type is called “Wholesome” by the researchers.
More on that later.
Now let’s figure out where their eyes are:

3. [9] Media: Ranked by Popularity
CNN, The NY Times, BBC. No surprises there, right? Everyone is nodding
their head because this offers us no surprise.
[10] Media: Ranked by Uniqueness
For the World Cup fan, take a look at Grantland. It’s ranked #44 in Popular
media but is #4 in Unique for the most engaged World Cup blabber mouth.
Andy Borowitz’ blog is ranked 33rd most popular but #8 in Unique!
Do you see that we’ve uncovered one part of the elegant solution? In these
unique media there is a higher concentration of your target persona. Your
chances of catching their eyes is far better than with CNN or BBC.
Here is where you can point your Public Relations people or where you can
place your advertisements and improve your efficiency.
Let’s go one step further and look at another channel for engagement,
celebrities.
[11] Popular influencers: sports
You’d have to spend a ton of money to get an Andy Murray, Jack Wilshere,
or Rio Ferdinand to endorse your campaign. But like Media, there are
celebrities who have high concentrations of your target audience.
[12] Unique influencers
Now we’ve come to the data point John from Ford used. Remember I told
you he’s an Intuitive but also a technical geek?
This is how you make an efficient influencer choice: look at Clint Dempsey,
a US soccer player; Jessica Ennis-Hill is an Olympic athlete. Rory Mcilroy
is a pro golfer. These people may be more accessible than the big money
stars. And we know the people you want to reach listen when they talk.
The last thing we’ll look at is much more subtle and goes back to that
Wholesome brand personality I mentioned earlier. Knowing your audience’s
brand personality can help you tune your content - that message or video in
your advertisement or the pitch your Public Relations people use - to
remove one more element of guesswork.
It’s that data point that can help fuel your intuition; spark your creativity. It
can offer you that leaping off point when you’re brainstorming ideas for

4. content. It’s that last cog in the wheel of your elegant solution.
We looked at 8 weeks of Twitter engagement and determined the most
dominant brand personality each week for our FIFA engager:
[13.] “Surprises Get Eyes-es”
[14.] Fifaworldcup top brand personalities by week
Let me take you through this slide piece by piece.
Here are 5 brand personalities generally accepted in social market
research. You can see that the lead personality for FIFA is shared between
Wholesome and Rugged. Wholesome is the heart and Rugged is the flame.
They are closely related brand personalities. The others we use are Daring,
Reliable, and Sophisticated.
[15] Wholesome People: respond to: simplicity, emotion.
Turned off by: ambiguity, hyperbole
Both Wholesome and Rugged people respond to simple, straightforward
messages. The big difference is that Rugged people are a bit more candid
and less responsive to emotional content. You know - those videos that tug
at your heartstrings or try to inflame your passion.
[16.] A Very Rugged Tweet
This is a good example of content a Rugged personality would respond to.
In fact, it’s still the most engaged tweet for Adidas. It’s very straightforward
and concise. “Lead. Don’t Copy”. The negative tense is ok for the Rugged
types. To appeal to a Wholesome type I would change this to: “Lead. Stay
Original”. See the difference? It’s very subtle.
[17] FIFA’s Top Brand Personality per Week
Let’s see how Adidas, and some other brands, have done with matching
Fifa’s brand personality each week we tracked.
Remember: here are FIFA’s again. A combination of Rugged and
Wholesome types.
Let’s see how Adidas matched up to FIFA:
[18] Adidas Matched Fifa 2 / 3 Times

5. We only looked at weeks with high engagement for each brand. For
Adidas, it was the first 3 weeks we tracked. They matched 2 of their 3 top
weeks. They did not match Fifa’s first week of Wholesome.
And now for Coke
[19] Coke only matched one week
Coke only matched one week, the rugged persona in week 2. Not so good.
[20] Nike matched 2 / 3 weeks
Nike matched 2
[21] miller matched 2/3
And last, Miller Lite, an “ambush marketer”, so called because Budweiser is
an official sponsor, matched 2
[22] 7/12 Overall Match
So overall, the brands did pretty well, matching 7/12 or just over half. Again,
this is preliminary. I realize that these are very high level metrics. We
publish weekly reports and will have a full report with deep data detail in
August.
[23] Remove the Guesswork from your campaign. 1. Decide
whether you should participate 2. Uncover the unique media
and influencers 3. Tone your content correctly
Now we’ve seen three data points that may help you cut through the noise,
including one that John from Ford used in their global Mustang campaign.
You have some tools to craft that elegant solution that’s beautifully simple -
and efficient.
Of course you should look hard at your brand as to whether you should
even participate. Are your brand truths too far away from the personas you
need to engage? For the World Cup, this would be very rare because there
are so many football fans - even in the United States. But, if the content you
needed to create seemed inauthentic or dishonest, stay away.
If you do decide to go after World Cup engagers, find those unique media
and influencers or celebrities. Tone your content so they’ll respond.
Remember: remove as much guesswork from your campaigns as possible!

6. [24] john_image
What about John, from Ford? You already know that he found that
surprising influencer while the campaign was running, It was a rapper
named Drake. That’s right, a rapper; not a country and western singer.
Now imagine the setting in Ford’s “Real Time Content Studio”, watching our
social data at it was coming in hour by hour.
You have John and his team, who are kind of a cool, hip-looking people,
and the Ford executives, a bunch of serious guys in suits and ties. The
data - that elegantly simple data, helped John convince them to spend the
money to have Drake share a Facebook post during the launch.
[25] Well played, Ford
John and his team gained Ford several hundred thousand- maybe millions
— of shares from people who were new to the Mustang. And John made
believers out of the Ford executives. We all learned a lot from that
campaign.
But you have an advantage John didn’t. We worked together right before
the campaign launched so we could only react once it started. But wouldn’t
you like to have more than 36 hours to find these elegant insights to help
you plan?
If so, you know what to do: leverage your social data and make your
campaign as efficient as John’s dream car, that Mustang that goes 300kph
with amazing fuel efficiency.
[26] Thank you

7. [24] john_image
What about John, from Ford? You already know that he found that
surprising influencer while the campaign was running, It was a rapper
named Drake. That’s right, a rapper; not a country and western singer.
Now imagine the setting in Ford’s “Real Time Content Studio”, watching our
social data at it was coming in hour by hour.
You have John and his team, who are kind of a cool, hip-looking people,
and the Ford executives, a bunch of serious guys in suits and ties. The
data - that elegantly simple data, helped John convince them to spend the
money to have Drake share a Facebook post during the launch.
[25] Well played, Ford
John and his team gained Ford several hundred thousand- maybe millions
— of shares from people who were new to the Mustang. And John made
believers out of the Ford executives. We all learned a lot from that
campaign.
But you have an advantage John didn’t. We worked together right before
the campaign launched so we could only react once it started. But wouldn’t
you like to have more than 36 hours to find these elegant insights to help
you plan?
If so, you know what to do: leverage your social data and make your
campaign as efficient as John’s dream car, that Mustang that goes 300kph
with amazing fuel efficiency.
[26] Thank you