Tag Archives: audience engagement

REVOLT Audience Insights & Strategy VP On Audience Engagement in the Digital Media World

Next up, in The Media Insights Interview Series brought to
you by The 2015 Media Insights & Engagement
Conference
, we were lucky enough to catch up with Jake Katz, VP, Audience
Insights & Strategy at REVOLT. He shared with us some of his key insights
into audience engagement strategy in the growing and evolving digital media
landscape.
This year, The Media
Insights & Engagement Conference 
gives you an up-close, contextual
view on the changing media experience to create better engagement strategies
informed by actual viewing behaviors. This event gives you an opportunity to
explore the new world of multi-platform, hyper-viewing in the post-disrupted
media landscape, advance new insights and create future partnerships. This
event is playing host to companies with some of the highest purchasing power in
the industry, many of which spend more than $2.5 billion annually on
advertising.
IIR: What has
been your most successful audience engagement strategy?
Katz: Make your
consumers owners. In building a TV network from scratch, some of the
biggest strategic challenges fall within understanding how a content
brand lives and engages across screens and platforms. When launching this
brand, REVOLT launched on Twitter almost a year prior to the channel actually
going live on linear. We had a constant dialogue with our target audience on
Twitter, that leading up to our linear launch, built advocacy. Many folks
call our 15-29 target narcissistic, but what is often less celebrated in the
press is that by asking for their input, the Millennial/Post-Millennial
audience then has a shared responsibility of your success. That said, REVOLT
was a top trending topic the first night it launched the
actual network on TV.
IIR: How has the
new 2-screen environment affected TV advertising?
Katz: Historically
the TV business drives off of presenting itself as a reach vehicle within the
advertising community. The reality of our target audience is that TV content
continues to drive the pop culture conversation, but is watched across
many different screens at many different times around its actual premiere. Our
vision at REVOLT is that in a world where viewers value social media as much as
they value traditional media, TV is where you spark “engagement” and
when your content creates dialogue in social, digital is where you
check the box of “reach” and “frequency.” Multi-tasking
media behaviors are an opportunity, not a dilemma.  
IIR: How do you
synthesize data to make it more meaningful?
Katz: Given that
our world now moves at the speed of social media, no matter what category you
play in, we are now in the business of understanding “why” not
“what.” By the time you have identified “what,” it is too
late. Consumers are super-served, if not overwhelmed with messaging and
content, so marketers must understand how they can tap into relevance subconsciously
but project a POV in their positioning. This means my job as a strategist is
not to inform what the audience wants through a series of PPT charts, but study
in to and strategize around the psyche, motivations, and drivers of the culture
+ conversation we are seeking permission to enter.
IIR: What does
the always-on shopping trend mean for your business?
Katz: It used to
be that you would engage a target a consumer a certain number of
times so that when they were in purchase-mode, your offering would be top of
mind. The rise of online shopping has made it so that now your target consumer
is always in purchase mode, and furthermore, expects a shorter distance between
discovery and purchase. The always-on shopping trend means that our ad-partners
must message to our target audience as if they are in research mode, subtly
prompting them to continue the journey of
consumer curiosity online. 
IIR: Can you tell
us a little bit about what to expect at your session, ‘Post-disruption, the
New, New Media Landscape: How to Do it’?
Katz: To launch
and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial
conversation and uncovered actionable new rules of consumer engagement through
our insights initiative, Road
to Truth
. As we kick off 2015, I have just launched our next insights
project called Code of Content. Why? Because the evolving media landscape
demands more than just traditional media placements, and as a result,
compelling content marketing is king when it comes to engaging the Millennial
audience.
If “the medium is the message,” we need to
understand how brands live in a world of many screens and platforms ‘ not just
for our brand, but to answer questions throughout the industry and across
categories. Through Code of Content’s expert interviews, surveys, and
ongoing mobile ethnographies, we are decoding these four Ms of
content marketing:
1.      
Motivation:
Underlying emotional and functional content needs among 15-29s
2.      
Medium: Pushing
culture through the lens of various distribution platforms (e.g. TV, social
media, digital, apps)
3.      
Mode:
Content format (e.g. A tweet, pic, gif, video clip, episode)
4.      
Message:
Content purpose, tone, and characteristics
Want to hear more from
Jake? Don’t’ miss his session, ‘Post-Disruption, The New, New Media Landscape:
How To Do It’ at
The Media Insights & Engagement Conference at 10:00 am on Thursday, February 5, 2015.
To learn more about this event or to register, please visit our website: 
http://bit.ly/1z7uPDS

About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

REVOLT Audience Insights & Strategy VP On Engagement in the Digital Media World

Next up, in The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, we were lucky enough to catch up with Jake Katz, VP, Audience Insights & Strategy at REVOLT. He shared with us some of his key insights into audience engagement strategy in the growing and evolving digital media landscape.
This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.
IIR: What has been your most successful audience engagement strategy?
Katz: Make your consumers owners. In building a TV network from scratch, some of the biggest strategic challenges fall within understanding how a content brand lives and engages across screens and platforms. When launching this brand, REVOLT launched on Twitter almost a year prior to the channel actually going live on linear. We had a constant dialogue with our target audience on Twitter, that leading up to our linear launch, built advocacy. Many folks call our 15-29 target narcissistic, but what is often less celebrated in the press is that by asking for their input, the Millennial/Post-Millennial audience then has a shared responsibility of your success. That said, REVOLT was a top trending topic the first night it launched the actual network on TV.
IIR: How has the new 2-screen environment affected TV advertising?
Katz: Historically the TV business drives off of presenting itself as a reach vehicle within the advertising community. The reality of our target audience is that TV content continues to drive the pop culture conversation, but is watched across many different screens at many different times around its actual premiere. Our vision at REVOLT is that in a world where viewers value social media as much as they value traditional media, TV is where you spark “engagement” and when your content creates dialogue in social, digital is where you check the box of “reach” and “frequency.” Multi-tasking media behaviors are an opportunity, not a dilemma.  
IIR: How do you synthesize data to make it more meaningful?
Katz: Given that our world now moves at the speed of social media, no matter what category you play in, we are now in the business of understanding “why” not “what.” By the time you have identified “what,” it is too late. Consumers are super-served, if not overwhelmed with messaging and content, so marketers must understand how they can tap into relevance subconsciously but project a POV in their positioning. This means my job as a strategist is not to inform what the audience wants through a series of PPT charts, but study in to and strategize around the psyche, motivations, and drivers of the culture + conversation we are seeking permission to enter.
IIR: What does the always-on shopping trend mean for your business?
Katz: It used to be that you would engage a target a consumer a certain number of times so that when they were in purchase-mode, your offering would be top of mind. The rise of online shopping has made it so that now your target consumer is always in purchase mode, and furthermore, expects a shorter distance between discovery and purchase. The always-on shopping trend means that our ad-partners must message to our target audience as if they are in research mode, subtly prompting them to continue the journey of consumer curiosity online. 
IIR: Can you tell us a little bit about what to expect at your session, ‘Post-disruption, the New, New Media Landscape: How to Do it’?
Katz: To launch and build a TV network for 15-29s in 2014, I cut to the truth of the Millennial conversation and uncovered actionable new rules of consumer engagement through our insights initiative, Road to Truth. As we kick off 2015, I have just launched our next insights project called Code of Content. Why? Because the evolving media landscape demands more than just traditional media placements, and as a result, compelling content marketing is king when it comes to engaging the Millennial audience.
If “the medium is the message,” we need to understand how brands live in a world of many screens and platforms ‘ not just for our brand, but to answer questions throughout the industry and across categories. Through Code of Content’s expert interviews, surveys, and ongoing mobile 
ethnographies, we are decoding these four Ms of content marketing:
1.       Motivation:Underlying emotional and functional content needs among 15-29s
2.       Medium: Pushing culture through the lens of various distribution platforms (e.g. TV, social media, digital, apps)
3.       Mode:Content format (e.g. A tweet, pic, gif, video clip, episode)
4.       Message:Content purpose, tone, and characteristics
Want to hear more from Jake? Don’t’ miss his session, ‘Post-Disruption, The New, New Media Landscape: How To Do It’ at The Media Insights & Engagement Conference at 10:00 am on Thursday, February 5, 2015. To learn more about this event or to register, please visit our website:  http://bit.ly/1z7uPDS

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’

The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’
The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw