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4 Personas to Target in the Lip Balm IndustryBurt’s Bees Example

• With Social Intelligence, you can target audiences based on behavioral characteristics

• Let’s walk through an example using the lip balm industry, how Burt’s Bees might target its key audiences

Behavioral Targeting – The Many Uses of Social Intelligence

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1. Identify Key Business Objectives

Determine the design of brand and product initiatives for the upcoming year.

Find the most stable audiences who value Burt’s Bees currently.

Discover new audiences likely to be Burt’s Bees brand advocates.

2. Identify Research Questions Related to Business Objectives

Who is talking about Burt’s Bees online? What theme is driving the conversation? Where online are different groups communicating? What are the barriers and enablers of each group to being a

Burt’s Bees advocate?

A valuable customer is one that is committed to buying products or services, sharing content and advocating brand

Social Intelligence gives you a contextual view into your customers’ experience.

3: Add Structure to Social Data

4. Analyze Relevant Conversations to Understand Target Audiences

Our trained ethnographers analyzed these relevant conversations and identified 4 key personas

Persona #1: Addicts

Behavioral Traits Power users of Burt’s

Bees Biggest brand advocates

and most likely to recommend

Excited to engage with others about brand

Sarcastic and silly Avid Twitter users for

sharing and banter

How to Target Addicts

Provide online experiences for addicts to engage to leverage their existing influence and eagerness to promote

Persona #2: Vanity Fairs

Behavioral Traits• Interested in Burt’s Bees products as

beauty enhancers

• Very detailed around the specific characteristics (e.g. smell, feel, taste) and effects (e.g. smooth skin, silky lips)

• Vocal about product quality AND lack thereof

• Active product reviewers in forums

How to Message to“Vanity Fairs”

Uplift “beauty” branding to cater to Vanity Fair audience, advertise through proper channels, and compete in relevant spaces

Persona #3: Greenies

Behavioral Traits

• Drawn to Burt’s Bees products based on eco-friendly, natural properties

• Opinionated

• Activists

• Concerned about impact of Clorox ownership

• Aggressive forum users related to news and information sharing

How to Message to “Greenies”

Develop PR campaign around Burt’s Bees 2020 goals to address green concerns and provide content for active engagement

Persona #4: Anxious Moms

Behavioral Traits

• Prioritize Burt’s Bees for their children above themselves

• Skeptical about product labels

• Often unaware of “Baby Bee” brand

• Aggressive forum users for advice

How to message to “Anxious Moms”

Ensure clear messaging of “Baby Bee” to moms to increase overall awareness through the key forums they actively engage in

Questions? Ask Our Consultants.

SDL Social IntelligenceBrianne MooreBusiness Solutions Consultantbmoore@sdl.com

SDL Social IntelligenceRuss TaufaBusiness Solutions Consultantrtaufa@sdl.com