Tag Archives: New Media

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.

Ben Smithee Invites You to The Future of Consumer Intelligence 2014

Ben Smithee, CEO of Spych Market Analytics and Chairman of
The Future of Consumer Intelligence 2014 thinks you should attend FOCI 2014 in
LA this May. Why is Ben so excited about this year’s event?
Well, right now we are on the cusp of the second wave of the
big data revolution. 2013 was about understanding Big Data, from collection to
analysis.  2014 is about translating big
data into new opportunities and taking action on the insights to drive business
decisions. 
The Future of Consumer
Intelligence 2014
will help you discover how data is transforming the consumer’s
wellbeing, experience and impacting the productivity of an organization. This
unique event accelerates disruptive thinking around decision science – translating
the new understanding into future opportunities means that the role of a
researcher is changing. This event’s unique aggregation across insights, data
science, marketing science, social science with technology as a common thread
provokes new questions and explores new futures. 
At FOCI, you’ll understand the processes and tools being
used to aggregate disparate strands of data so you can create a richer
experience that drives loyalty and growth. This year, the event not only
focuses on the insights, intelligence and analytics piece of the market
research industry, but also the strategies you need to put those into action in
order to grow your brand and your business.
Additionally, there are two brand new intensives this year,
including The Future of Researchers and The Future of Consumers. The Future of
Researchers focuses on the skills, tools, techniques, and methodologies you
need to be the best at your job and lead the industry in the future. The Future
of Consumers is taking an in depth look at what makes consumers buy, click, and
tap, and how are they engaging with new media in the future so that brands can
have a deeper relationship with them.
This year’s FOCI is also brining you an impressive lineup of
keynote speakers including John Havens, author of Hacking H(app)iness and Ray Kurzweil,
director of engineering at Google.
Check out Ben’s video
invitation here:

Join Ben and the rest
of the FOCI team in LA this May! Lean more about the event here: http://bit.ly/1dUiypI

Mention code FOCI14BLOG & Save 15% off the standard
rate. Register today:
http://bit.ly/1dUiypI

Complimentary Web Seminar: How the Impending Facebook and Google Invasion Will Revolutionize MR

Title: Objects in Mirror Are Closer Than They Appear
Speakers: Kevin Lonnie & Sean Holbert, KL Communications
Date: Wednesday, January 25, 2012
Time: 1:00 – 2:00 PM EDT

Presenters: ‘ Kevin Lonnie, CEO & Founder, KL Communications
                     ‘ Sean Holbert, Executive VP, Client Relations,

Register here. 

About the web seminar:
This webinar will examine the opportunities presented by New MR (e.g. social media listening, mobile, text analytics, MROCs, Crowdsourcing, Neuromarketing, etc.) and offer recommendations/best practices on how to bring them into your research arsenal.

Over the next ten years, the MR industry will see its relationship with consumers evolve from respondents to participants. And we will best achieve this new collaborative relationship by weaving our research tools with the interactions provided us via social networking.

Attendees will learn about:

  • ‘ Social Media Listening: How to integrate conversations about your brand into your traditional MR to validate findings and generate new hypotheses.
  • ‘ Gamification: Survey designers will need to become survey engagers in that it will be as important to create an appealing fun environment as it will be to craft questions.
  • ‘ CrowdSourcing of New Products/Services: Passionate customers don’t want to just sit on the sidelines, they want to participate in the creation process.
  • ‘ Neuromarketing: Learn what consumers really think about your new product/ad with a roadmap of firing neurons that words just can’t equal!
  • ‘ MROCs: No longer just one sided conversations. MROCs will evolve so that members largely determine the content, allowing clients to tap into the wisdom of their passionate customers.
  • ‘ Mobile: Finally, we can capture customers in the moment of their purchase decision.
  • ‘ The Impending Facebook and Google Invasion: Utilizing their massive proprietary database, these goliaths are well positioned to dominate our industry unlike anything we’ve seen before.

Register Now. After registering you will receive a confirmation email containing information about joining the Webinar.  Sponsored by: KL Communications.

Corporate America and its Social Media Embrace

Ran across this interesting article written by David Sarno and Alana Semuels of the LATimes in which they cover corporate America’s surprising and rather clumsy embrace of social media. Using the CNN, Dominos and Amazon case as a studies, the article claims that, when the three major brands engaged with their Web-savvy fans and critics in separate incidents in recent weeks, their responses demonstrated how corporations are still learning how to control their messages — and reputations — in a fast-twitch online world. Take the time and read the article for yourself, do you agree with their assumptions of the relationship between social media and corporate America?

Corporate America’s messy embrace of new media comes with pain

More Interactivity is now available on YouTube

I came across this post from Adam Ostrow on Mashable in which he highlights some new social features that YouTube has recently added. If you haven’t noticed yet when you login to YouTube you can now view activities like commenting, favoriting, and information on uploading videos from your friends. It’s taken a while for YouTube to get on board with this, but glad they have!