Susan Baier of Audience Audit in part one of a two-part webinar on audience segmentation and how it informs content strategy.

1. THE CONTENT CONTINUUM
PART ONE
DEVELOPING MOTIVATION-BASED AUDIENCE SEGMENTS
TO DRIVE CLIENTS’ CONTENT STRATEGY
SUSAN BAIER
AUDIENCE AUDIT INC.

2. DIGITAL AGENCIES HAVE IT GOOD
WEB DEVELOPMENT
EMAIL
SOCIAL MEDIA
MEASURABLE RESULTS
PAY-PER-CLICK
MULTICHANNEL MARKETING
SEO

3. RELEVANT CONTENT MATTERS
THE RIGHT INFORMATION
TO THE RIGHT PERSON
AT THE RIGHT TIME
USING THE RIGHT MEDIUM
BRITOPIAN.COM

4. REVELANCE RELIES
ON UNDERSTANDING
HOW DO WE LEARN WHAT’S RELEVANT?

5. COMMON APPROACHES
CLIENT EXPERTISE (OUCH!) LIMITED (& BIASED)
WHAT THEY BUY DOESN’T
TRANSACTION DATA TELL YOU WHY THEY BUY
CLICK DATA (SAME WITH CLICKING)
DON’T EXPLAIN PURCHASE
DEMOGRAPHICS/PSYCHOGRAPHICS MOTIVATION, NOT CUSTOMIZED
FOCUS GROUPS NOT
STATISTICALLY RELIABLE

6. PERSONAS
A GREAT TOOL...

7. PERSONAS
...BUT OFTEN BASED ON A GUESS.

8. GETTING REAL

9. STATISTICALLY RELIABLE,
UNLIKE FOCUS GROUPS
QUANTITATIVE BASED ON NEEDS AND
MOTIVATIONS, NOT
ATTITUDINAL DEMOGRAPHICS OR PAST
PURCHASE BEHAVIOR
AUDIENCE YOURS!
(NOBODY ELSE’S)
SEGMENTATION
MULTI-FACETED,
DIFFERENTIATED GROUPS

10. KEY PRINCIPLES
BUILD IT FROM SCRATCH
MULTIPLE RESPONDENT GROUPS
BEST PRACTICES IN SURVEY DEVELOPMENT
SEGMENTS BASED ON ATTITUDES/NEEDS
DON’T PRE-DETERMINE YOUR SEGMENTS!
STATISTICAL RELIABILITY
BE OPEN TO THE GOOD, BAD & UGLY

11. REAL-LIFE EXAMPLES

12. ESSCENTUAL BRANDS
HOME FRAGRANCE/DECOR MULTICHANNEL RETAILER
SEGMENTATION INSIGHTS APPLIED TO CONTENT STRATEGY
(WEB, EMAIL, PPC, SEO)
RESULTS:
ONLINE REVENUE +500% IN ONE YEAR
SALES FROM ORGANIC SEARCH MORE THAN DOUBLED
PPC CAMPAIGN GENERATED 500% ROI
CUSTOMER FILE GREW FROM 1,500 TO 20,000
AUDIENCEAUDIT CLIENT

13. STERLING COMMERCE
FINANCIAL TECH COMPANY PROVIDING SECURITY FOR BANKING
INDUSTRY
SEGMENTATION APPLIED TO EMAIL PROSPECTING
ADDRESSED RECIPIENT MOTIVATION VS. COMPANY DEMOGRAPHICS
RESULTS:
4X BETTER LEAD-GENERATION RESPONSE (OPENS)
1.2X BETTER CONVERSION
SOURCE: MARKETING SHERPA

14. BEST BUY
110 STORES ADAPTED TO RESPOND TO CUSTOMER SEGMENTS IN
2005
EMPLOYEES TRAINED TO IDENTIFY CUSTOMERS’ SEGMENTS AND
CUSTOMIZED THEIR APPROACH
RESULTS:
85% PROFIT GAIN IN FIRST QUARTER AFTER LAUNCH
CONVERTED STORES 2X THE SALES GAINS VS. CONTROL IN
FIRST 3 MONTHS
SOURCE: MICROSOFT DYNAMICS

15. PHOTO: UWE HERMANN
BEST BLOOMS
(AN IMAGINARY EXAMPLE)

16. BEST BLOOMS OVERVIEW
ONLINE AND BRICK & MORTAR
AVERAGE CUSTOMER:
10 PURCHASES/YEAR, $44 EACH
45% ARE FEMALE
ROSES #1, FOLLOWED BY SEASONAL ARRANGEMENTS
68% SHIP TO ANOTHER ADDRESS

17. SEGMENTATION OFFERS
MORE INSIGHT...

18. GIFTERS
21%
LOVERS
36%
DECORATORS
23%
LOSERS
20%

19. LOVERS
BUY TO SAY THEY CARE
AVERAGE PURCHASE $40
PURCHASES/YEAR 4
# OF RECIPIENTS 2
ANNUAL VALUE $160
PHOTO: ROBERT DOISNEAU

20. LOSERS
BUY TO APOLOGIZE
AVERAGE PURCHASE $25
PURCHASES/YEAR 12
# OF RECIPIENTS 8
ANNUAL VALUE $300
PARAMOUNT PICTURES

21. DECORATORS
BUY FOR THEIR HOME
AVERAGE PURCHASE $120
PURCHASES/YEAR 6
# OF RECIPIENTS 1
ANNUAL VALUE $720
THENATESHOW.COM

22. GIFTERS
BUY TO IMPRESS
AVERAGE PURCHASE $35
PURCHASES/YEAR 26
# OF RECIPIENTS 20
ANNUAL VALUE $910
SOUTHLAND BUSINESS NEWS

23. AUDIENCE REVENUE POTENTIAL
LOVERS
GIFTERS 8%
21% LOSERS
LOVERS 14%
36% GIFTERS
44%
DECORATORS
23% DECORATORS
LOSERS 34%
20%

24. PICK YOUR TARGETS
ACQUISITION RETENTION
REVENUE POTENTIAL LESS REVENUE POTENTIAL
EASY TO PLEASE HARDER TO PLEASE
YOU CAN WIN VS. THE COMPETITION YOU CAN’T BEAT THE COMPETITION
GO GET MORE! KEEP THOSE YOU HAVE

25. TARGET AUDIENCES
RETENTION
LOVERS SEGMENTS
8%
LOSERS
14%
GIFTERS
44%
DECORATORS
ACQUISITION 34%
SEGMENTS

26. WHAT’S IMPORTANT
QUALITY FLOWERS WYSIWYG
LOVERS LOSERS
ROSES SAME-DAY AVAILABILITY
DRAMATIC PRESENTATION VARIETY
CONSISTENCY PRICE
DECORATORS GIFTERS
DECOR-FRIENDLY APPEARANCE SIGNIFICANCE & SCENT
SEASONAL ARRANGEMENTS DECORATIVE PACKAGING
INSPIRATION RETURN POLICY

27. NOW WHAT?
COMPETITIVE AMMUNITION
BETTER CONVERSION
NEW PROSPECT SOURCES
METRICS BY SEGMENT SMARTER SEO
TARGETED EMAILS
BETTER PPC RESULTS RELEVANT MESSAGING
IMPROVED CUSTOMER
PRODUCT DEVELOPMENT SATISFACTION

28. THE CONTENT CONTINUUM
RELIABLE
INSIGHT
NEEDS-BASED
METRICS CONTENT
STRATEGY
RELEVANT
CONTENT

29. THE CONTENT CONTINUUM, PART TWO
MOTIVATION TO MESSAGE: USING SEGMENTATION
TO CREATE A USER-CENTERED CONTENT STRATEGY
JANUARY 26, 2011
SARA WACHTER-BOETTCHER
DIRECTOR OF INTERACTIVE CONTENT & MARKETING STRATEGY
OFF MADISON AVE

30. QUESTIONS?
SUSAN BAIER
AUDIENCEAUDIT.COM
SUSAN@AUDIENCEAUDIT.COM
@SUSANBAIER