Tag Archives: Conversation

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.

A new way to get insights, everyday

Today we turn our attention to building a better relationship with consumers:
At iModerate, we are constantly asking ourselves – how can we facilitate better communication between our clients and their consumers? 
We believe in the power of individual conversations, not just to gain insight around that big tracker or ad test, but as a way to answer your everyday questions and keep your finger on the pulse of your consumers.
Therefore, we are introducing a new way to work with us, one that enables you to easily establish consistent, fruitful dialogues with customers, fans, and desired market segments. 
iModerate’s new subscription service provides you with a bank of conversations that you and your colleagues can quickly draw from whenever issues or questions arise. 
With just one phone call you have access to professionally moderated qualitative conversations that deliver a level of insight that goes deeper into the minds of your consumers, uncovering what truly matters to them.
Beyond securing a better way to talk to consumers, the subscription offering allows you to achieve savings of up to 20%, secure preferential fielding windows, unlock more deliverable options and enjoy a simplified, streamlined process. 
How transformative can this be? Find out how it’s changed our marketers by checking out our comic strip series’ www.imoderate.com/superhero
About the Author
iModerate is a qualitative research firm that goes beyond the obvious by connecting with consumers through real-time, online, one-on-one conversations. Utilized within an online survey for a hybrid approach or as a stand-alone qualitative method, our professionally moderated conversations deliver candid feedback and give you more of the insight that matters to you.
iModerate Research Technologies is a sponsor of The Future of Consumer Intelligence and The Market Research Event and will join us on site to explore we can transform market research together.

Could your community already be out there?

The answer is yes. In a recent article by John Bishop, he looks at how you can find the customers that are already on the web talking about your product. Find out where they are. Use Facebook them down to specific locations and interests, the follow their chatter and monitor the buzz in the industry and react to it. Join the conversation when they start talking about your brand, and even create a few threads that promote a conversation around it.

Ideas multiply when you use an online community

An article at Chief Marketer recently caught my eye. They examine the benefits that online social communities can bring to a company as well as the power of the idea generation a group of involved, participating members can bring.
True communities bring members together, offer them a rich and varied experience and nurture ongoing participation. True communities derive power from their members’ continued willingness to share opinions and work together over time.What kind of work are you doing with online communities? Have you used a specific technique to keep the quality of conversation going among your members?

What’s the difference between social media and a community?

At The Social Organization, Rachel Happe takes a look at the difference between building a social media site and a social media community. Social media, such as allowing comments to limited conversation around the content, creates communication, but rarely leads to a community of people with the same interests.
Happe cites these as the characteristics for social community: they’re continuous, members gather around a common goal, communities take on various conversations lead by different leaders, and different leaders emerge over time.
Would you add any characteristics to this list?