EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the...

Beyond The Demographic Webinar| Slide 1

Beyond The DemographicUsing Psychographic and Behavioral Data to Optimize the Online Consumer Experience

# EMGWebinar

Presented by: Damien Navarro, Brenda Castelo, Mike Funk09/21/2011


Welcome!2

About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendees

Presentation posted to EMG Knowledge Center


About EMG & Core Competencies• Full-service digital marketing and communications agency• Headquartered in Los Angeles, CA• Established in 1999• Clients Diversity Includes:


Strategy MediaPlans brand stories and experiences that engage consumers in relevant,

meaningful ways

Plans propagation of brand stories and experiences

through owned, paid, earned and shared media

Translates brand stories and experiences to visual

identity and concepts

Discovers new methods of consumer engagement

utilizing technology

Creative Technology

About EMG & Core Competencies


Panelists

Brenda CasteloVP Strategy & Media

Mike FunkStrategic Planner

Damien Navarro Managing Partner


In This Webinar you Will Learn How To

1. Think beyond demographic profiling and why it is fiscally beneficial2. Acquire more specific data sets and ways to measure 3. Use those data sets to get started on targeting new consumers4. Craft engaging and personalized web features and experiences


Hispanic Brand Loyalist

Phoebe – 2nd Generation & Mother



Lisa – 1stGeneration, ESL & Student



Teen Trend Setter

Blaine – Madden Football Expert & Prom King

Kyle – Football Captain & Math Wiz


Active Retiree

Alex – Artist & Guest Lecturer

Marvin – Golf Enthusiast & Volunteer


Busy Mom

Beth – Sports Fanatic & Political Advocate

Mary – Chocolate Lover & Distance Runner


What Does the Busy Mom’s Day Actually Look Like?


Traditional Demographic Profiling

• Age bands “Generation”• Gender• Income• Social class• Education• Location• Relationship status• Reach tends to be limited by traditional “subject-centric” media


Traditional Demographic Profiling

• Age bands “Generation”• Gender• Income• Social class• Education• Location• Relationship status• Reach tends to be limited by traditional “subject-centric” media

Outcome: Limited, Out-of-Touch, Generic


Painting a More Vibrant Picture of the Consumer

• Use psychographic profiling to create profile depth• Utilize real-time user data and analytics• Account for life experience and interests• Determine likes and dislikes• Consider unique cultural differences and preferences• Explore real-world influencers and responses


Painting a More Vibrant Picture of the Consumer

Animal Rights Philanthropist• Male, 47 years old• Married with 2 children• Reads financial publications• $120,000+

BEFORE AFTER

“The Awakener”• Evangelizes no-kill platform• Adopts rescued pets• Researches and learns

Example: Non-profit animal rescue seeking donors.


Painting a More Vibrant Picture of the Consumer“The Awakener” Experience Diagram


4%

Tactic: “Day in the life” storyboards and creative mood boards

Tactic: Documentation of Target Audience Lifestyles & Experiences

Tactic: Consumer Lifecycle Diagram and Workflows

Profiling by Experiences


Profile insights derived from:• Onsite observations • User Interviews and focus

groups• Storyboarding• Virtual Walk Throughs

Profiling by ExperiencesBanner Health: Cardon Children’s KidZoneInteractive game to help children understand, or relieve fear about, their hospital stay.


4%

Tactic: Monitoring Where, When, Why, How They Engage Online

Tactic: Identifying Media Consumption

Tactic: Analyzing Key Performance Indicators and Task Completion

Profiling by Engagement Behaviors


Profiling by Engagement BehaviorsLoma Linda University Medical CenterComprehensive cross-channel engagement, monitoring and analytics.

Profile insights derived from:• Website analytics & conversion

data• Historical search data analysis• Call center call recordings

http://www.llumc.com/


4%

Tactic: What types of content formats do they consume? Video, featurettes, blogs?

Tactic: What topics are they driven to?

Tactic: What keywords and nomenclature are they using to search?

Profiling by Interests & Content Consumption


Profiling by Interests & Content ConsumptionNBC Universal: The Fourth KindBranded content to build awareness.

Profile insights derived from:• Social listening of niche communities (paranormal)• Social monitoring and community engagement

http://www.facebook.com/TheFourthKind

http://thefourthkind.net/

http://twitter.com/TheFourthKind


4%

Tactic: Understanding Mobile Access & Usage

Tactic: Understanding Work vs. Home accessibility and touch points

Tactic: Understand access to broadband usage and touch points

Profiling by Medium & Technology Usage


Profiling by Medium & Technology UsageState Farm: Asian Language CampaignEnglish and in-language media campaign and landing pages .

Profile insights derived from:• A/B testing (searches in English, consumes content in-

language)• Website analytics & conversion data• Call tracking (prefers to call)


4%

Tactic: Crowdsourcing & Social Listening

Tactic: Identifying indirect relationships and influencers

Tactic: Assessing conversations and sentiment

Profiling By Online Social/Community Behaviors


Profiling By Online Social/Community BehaviorsSocial data: Unsolicited survey or focus group


Profiling By Online Social/Community BehaviorsDemographic analysis of active dialogue online reveals which niche audiences are actively interested in the brand (or relevant topics)

Movie Fanatics

Heavy Gamers

Technophiles & Gadget Geeks

3D Technology

Movie Reviews

TheatricalExperience

Comic Movies


Profiling By Online Social/Community BehaviorsConversation analysis uncovers topic trends


Profiling By Online Social/Community BehaviorsAmerican Sentinel: Digital Marketing StrategyCross digital channel marketing plan for acquiring leads from military audience.


Profiling By Online Social/Community BehaviorsAmerican Sentinel: Digital Marketing StrategyCross digital channel marketing plan for acquiring leads from military audience.

“ADVANCER”

Key QuestionsIs this the right school/program for me?What resources will ASU provide?Is this program unique/special in any way?What organizations are affiliated with ASU?

“CHANGER”

Key QuestionsDo civilian employers value this degree?What networking opportunities exist?What job placement opportunities exist?CAN ASU teach me the necessary skills that allow me to be successful in a civilian job?

Personas developed utilizing online social intelligence from a comprehensive analysis.


Questions?

We’d love to hear from you. Please Let us know if you have any

questions!


Q & AThank You!

Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!

Toll Free: (866) 62-EARTHwww.visitemg.com

FULL WEBINAR AVAILABLE TOMORROW AT:

Youtube.com/earthboundmediagroup

Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html

STAY CONNECTED WITH EMG:

Twitter.com/EMGtheAgency

Facebook.com/earthboundmediagroup

http://www.visitemg.com/


Thank You For Your Time!

Damien NavarroManaging Partner

[email protected] x 101

mailto:[email protected]

EMG Webinar: Beyond the Demographic: Using Psychographic and Ethnographic Data to Optimize the...

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