Obama 2012 And The Future Of Media Buying

June 20, 2013

2012-01-26_1327587338This is an awfully long article to slog through, but it was from the NYT Magazine, so I guess the long form is understandable.

The callout on the article “The Obama Campaign’s Digital Masterminds Cash In” is mostly true to form – focusing on the people and personalities involved – but somewhere around page 5 (can’t believe I got that far) it grabbed my interest.

Behavioral TV Ad Buying; It’s Time to Ditch Demographics

The Obama campaign used social data to guide their media buying.  They had a list of 15 MM persuadable voters (culled from FB and other sources) and a plan to focus on putting messages in front of those 15 MM people at the lowest possible cost.

They did not do this with demographics.  They did it with behavioral data.  They crossed the “persuadable voter list” with actual viewing data sourced from set-top box data provider Rentrak who had lots and lots of individual level viewing data.  (For instance, Rentrak had 100,000 people in its Denver sample, some 20,000 of whom were on the Obama list; Nielsen had a total of 600 people in Denver.)

They crossed these two data sources using a third-party to “anonymize” the data, avoiding privacy concerns.  The output guided them to buying micro-targeted ads – think “Judge Joe Brown” in the middle of the afternoon instead of the evening news.  The Obama campaign ran twice as many cable ads on more that twice as many channels as the Romney campaign did.  Over 566k ads on more than 100 cable channels.

Remember the key driver for this optimization – observed behavior – not demographics.  They identified 15 MM persuadable voters (mostly via Facebook) and then figured out exactly which TV shows those people watched.

Implications for marketers are obvious.  The technology is available for behavioral segmentation (persuadable voters) and targeting (what shows they actually watch) right now.  All marketers will be doing this within 10 years, but who will do it now to drive competitive advantage?

@tomob


Do You Know the 3H Rule of Social Media??

June 6, 2013

Do you ever wonder why social media is hard for brands and marketers?  I think it is mostly because they don’t follow the 3H rule.

BE HELPFUL: Social media is not like broadcasting. SM is about relationships – and one great way to build relationships is to be helpful. Share interesting information, compliment people, try to help them solve problems.

BE HUMAN: We all have a “voice”. That voice typically does not undergo review and editing by legal and PR. It’s OK to have guidelines, but you must have your own, authentic voice. Sincere, emotional, enthusiastic. You have kids, cheer for a team, care about something deeply – show it.

BE HUMBLE: Even if you are the CEO, you aren’t in charge on social media. Make sure not to act like it. (There will be mistakes – admit & move on!)

Remember – it is about relationships – not selling stuff to people.  If you build good relationships, they might buy from you though!

@tomob


Going West . . . Socialarc

May 8, 2013

Many of you already know this – but I have left 2012-04-09_1333930530
NM Incite (in the wake of the shutdown of the underlying Buzzmetrics business) and headed West to join Socialarc – a great small firm delivering social media consulting, execution & analytics to brand marketers.

We have a great team out here with deep experience across social and digital marketing.  We are in the process of scaling the company for rapid growth across sales, marketing, product & services.

More to come soon.

TO’B

 


Salesforce + Radian6: What does it mean for you?

April 5, 2011

This is a guest post from David Rabjohns – CEO of MotiveQuest LLC.

In case you haven’t heard, Salesforce.com (the leading B2B Customer Relationship Management software company) bought Radian6, the leading Social Media Monitoring platform this week for $326m.   Forbes Article.

We think the deal marks an interesting inflection point in the social media age. Here is a software company that helps businesses manage their one-on-one relationships, jumping the divide to buy a company that lets brands manage one-on-one relationships. For us it is a glimpse into the possibility of the post mass media, one-on-one, world.

As Forbes imagines:

“Say a consumer tweets that she hates her cell phone service provider (I name no names). This is what a Radian6-Chatter-Salesforce.com combo could do, Kingstone says:

First the company would actually know that the tweet was sent. It would then decide whether to reach out to the customer or wait to hear from her or dismiss her entirely. The response will be dependent upon whether or not she is an “influencer” and, hopefully, has a legitimate gripe.
If it does decide to respond, it will then use the platform to decide what is the right response to make her happy.

Only bits and pieces of this is possible today and usually after a massive investment or internal realignment. Getting to this point won’t necessarily be easy, Kingstone also says. “It will take an integration of Radian6’s listening platform, with Chatter and with Salesforce.com’s 360 degree view of the customer. But it is feasible.””
Nobody really knows what this purchase will mean for the future. But if you are in the social business it is worth keeping in the corner of your eye.

Cheers,

David
@rabjohns


Dilbert on Social Media

September 15, 2010

Yes, this is everywhere – but need it here for the archive.
Dilbert SM Part 1

And Part 2

Enjoy – TO’B


How to ruin social media

August 26, 2010

Did you see the FTC’s announcement today that it settled charges with a pay-per-post agency?

Public Relations Firm to Settle FTC Charges that It Advertised Clients’ Gaming Apps Through Misleading Online Endorsements

In this case the agency was hiring people to pose as consumers on the web and post positive reviews about its client’s products.

Glad to see that the FTC is on it – but I think this is a much more widespread problem that just this one agency.

This kind of behavior really bugs me because it has the long-term potential of poisoning the Social Media well. How much of this kind of astroturfing can go on before consumers stop trusting what they are reading? Do we (marketers) really want SM to become the next “email” or “telemarketing” where a bunch of spammers ruin the channel for everyone? I don’t think so.

Social Media (as a channel) is a great place for companies to engage with consumers – but it is not a great place for direct advertising and promotion. If you want to be effective here you have to behave in helpful, human and humble ways. It is not just about selling the next thing.

TO’B


How Communities Work Part II

February 24, 2010

Another interesting post from Francois Gossieaux over at Emergence Marketing – Active lurkers – the hidden asset in online communities

I’d like to add a couple of point based on our work here at MotiveQuest.

1. The degree of lurking (read to post ratio is one easy way to look at it) has a very wide range depending on the community type. It can range from 100:1 (automotive communities) all the way up to 1,000:1 (financial services) depending on the type of community.

2. We have done segmentation of data by community participation roles (Mavens, Participants, Advocates, & Newbies). Each of these roles has very different participation motivations, issues, motivations, drivers and questions. Understanding the details of each segment is critical if you want to engage with the community in a positive way.

3. Many (or even most) vibrant communities are not company or brand owned, but rather owned by their own mavens. See http://howardforums.com/ for cellphones or http://priuschat.com/ for cars. Brands can support and participate in these communities, but they are well advised to understand the community motivations first.

In general the results of the MIT study are interesting and useful, but I would want to understand the particulars of a given community before engaging, because individual community dynamics, motivations and characteristics vary widely.

TO’B


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