by Jack | Sep 9, 2015
CM World can be a terrific networking opportunity. But without some planning you may find yourself talking to wonderful people – just not the right wonderful people.
To help you out, Mattr is publishing some segmented influencers at CM World, by vertical. This first post is all about hospitality, full of some very bright stars. If you want to know how we came up with these folks, read below the profiles.
(Click on a profile to follow)
About These Results (and Mattr)
Search Dynamically
Mattr has one of the very few dynamic influencer marketing platforms. That means our list of people relevant for, let’s say, hotels and content marketing, can change from time to time. We don’t just find people, add them to a database, then tag them with the things they’re (at the time) influential about as others do. I used to be fluent in motorcycle racing, for example, but it’s a hobby that’s waned.
These results came from a careful search of people, brands, and blogs who have a high rate of usage for the terms we used. Then we add in their reach and resonance, which is essentially how engaged they are. There’s no reason to ask or pay someone to influence your brand if no one is going to read or share their posts.
Segment with Passive Values Analysis
Mattr’s segmentation may be more unique than the dynamic search. Allowing you to find adventurous people in South America who are very green and apathetic about price can come in pretty handy when you have a specific need. And that’s just one of an endless number of segments you can configure on Mattr’s platform.
Qualitative analysis, such as values or personality or emotions, has been around for decades. But until now, you had to ask someone how they felt, like that time you took a personality test.
Very importantly, all of Mattr’s data is accumulated passively, which means there’s no bias associated with the results. We have worked years to refine the algorithms necessary to enable this pretty incredible tech.
Scale With Micro-Influencers
There’s a big problem with influencer marketing. It doesn’t scale. Researching, vetting, and contacting influencers is time-intensive, even with great platforms like Mattr. But even then you’re left with a dozen or so of people you then have to convince to pitch your brand in an authentic way, go through legal, negotiate prices, etc. It’s a royal pain in the butt.
Mattr offers access to thousands of micro-influencers. People and blogs with very specific expertise but a lot less reach than a celebrity. They’re passionate, authentic, and accessible. And you can now activate an entire network of them with just a few clicks.
Check us out here.
by Jack | Oct 8, 2014
You probably know by now that Mattr is big on personality (not ours; your brand’s). Our latest platform extension features influencer marketing and you can filter for values.
This solves the problem of you digging through millions of profiles to look for the 1000 people who are both conservative and early tech adopters – think of launching a new mobile app for Hobby Lobby.
In any event, here’s the quick analysis for people influential about the iPhone and those who impact the conversation around the Windows Phone(s).
How We Did It
We looked at micro and mid-level influencers for both phones in our influencer application, looking at their last 10,000 tweets and Instagram posts. We left out the macro influencers, who are primarily media and large verified accounts like young Master Bieber. Mid-level influencers are not Twitter verified and usually have hundreds of thousands of followers. Micro influencers have minimal followers but are real people who post on Instagram or Twitter with some frequency. We like to say that everyone matters at Mattr – so if you’re looking for the people who influence your target audience, you want to see your next door neighbor who only has 100 followers, but a lot of influence over you.
What it Means
The political party affiliation surprised us a bit, as did the environmental analysis. Just goes to show you that stereotypes are often dangerous–but always sloppy and rarely good enough in these days of big data.
For Microsoft, it tells us that they’re close to on par with Apple’s sense of non-conformism, even though 5% of the dataset represents a significant enough difference to call out.
I would definitely play off of the environmental analysis, and appeal to phone and electronics recycling programs. To date, few campaigns come to mind with this message. Certainly, Microsoft should heed the advice of avoiding trying to appeal to conflicting value sets such as Self-Indulgence versus Conservation / Conformity.
Want to Learn More?
Drop us a message at [email protected].
by Jack | Oct 1, 2014
Few iPhone users would identify “hedonism” (or the pursuit of pleasure) as a core value in their lives, but when you look at the sentiments behind Apple’s marketing strategy for the past 30 years, you might not be so quick to disagree. This extremely human core value is a key factor in Apple’s success today, despite the fact that the company based its marketing on entirely different values when it first began.
The unmitigated success of Apple’s products and its ability to shift values over the years are clear indicators of what we already know to be true: Apple lives and breathes values-based marketing, and so should your business.
Irresistible Marketing Speaks to Values
If you’re new to values-based marketing, you should familiarize yourself with Schwartz’s circumplex model of values. This model organizes human values into one system that can help you pinpoint the most effective way to market your products. The values outlined in the Schwartz model, such as hedonism, stimulation, and self-direction, make up a new wave of suspiciously successful values-based marketing.
This approach has been adopted by several major brands. Microsoft’s recent “Empowering” campaign tugs at our heartstrings, while Amazon’s promo for the new Kindle Unlimited service appeals to readers’ desire for instant gratification.
Values-based marketing is so effective because values, unlike beliefs, are not just static ideas. Rather, when values are activated, they become infused with deep feeling. Marketing that taps into this relationship between belief and action ignites a powerful desire to act within consumers.
How to Activate Consumers Through Values-based Marketing
Long-lasting, high-profile success isn’t just a matter of creating the perfect product. It’s a matter of speaking to the right values from the get-go and then allowing those values to shift as your target market and company’s products mature.
Here are three powerful lessons from Apple on values-based marketing:
1. Make the unnecessary necessary
What are the top five apps on your iPhone? They aren’t saving lives, that’s for sure. Yet people like you and I account for 150 million iPhones sold in 2013 alone. You don’t need the iPhone 6, but you want it—desperately.
Selling a product that people want is as simple as providing an opportunity for your customers to fulfill their need for stimulation, power, self-direction, or another dominant value. Tap into these values with your branding and advertising, and your market’s “want” for the product will bubble uncontrollably.
2. Make your product a values statement
How you appeal to your target market through values must align with that target market at the right time of your company’s lifecycle. In 1984, Apple believed that non-conformist messages would appeal to its target market. Once Apple’s products were more accepted by the mainstream, the marketing message shifted to more hedonistic values.
This shift in values can be risky. You have to recognize your competition’s approach and comprehensively analyze the macroeconomic environment to be successful.
3. Shift your offering as values shift
Despite its runaway success, there’s a reason Apple isn’t still playing that old “1984” commercial. Today, consumer values are rapidly shifting toward hedonism and stimulation.
Instead of gathering around the table, my family often eats dinner in front of a laptop or tablet, taking the latest BuzzFeed quiz or binge-watching “The Walking Dead” on Netflix. Those who value tradition over non-conformism and hedonism would be horrified, but they aren’t Apple’s target market.
Think about the pleasure you get from downloading a new app or hearing a great new song (curated by Apple’s recent acquisition, Beats Music). Apple’s obsession with hardware, visual design, and simplicity reinforces its dedication to make its product and presentation beautiful to use, look at, and hold, which appeals to the values of its current market.
What do you think are some of the most important consumer values?
What do you think of Apple’s approach?
Who else echoes consumer values?
(Originally posted in the AWESOME Bplans)
by Jack | Mar 11, 2014
Love him or hate him, you have to respect the man’s persistence and energy. His endless enthusiasm for all things new and interesting.
Personally, I love him since he took the time to interview me a couple of years ago – open, child-like verve for anything new. Overnight, he went from just the fourth-most popular to most relevant / unique / over-represented. Well done, Scobleizer.
FAQs
Can I Have Access to This Real Time?
I can add you to my team for free – you just need a Twitter account to log in. Email (jack{at}mattr.co) or tweet me your email address and I’ll get you in asap. **Note** it also means these results can change hourly.
What Exactly Does “Unique” Mean?
Do you see that Barack Obama is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Barack Obama than any other public figure.
Now look at Scoble; see the “Kapow” exclamation mark? That means that he is “over-represented” by this engagement group. This means an unusually high proportion of #SXSW tweeters follow him. He has increased relevancy among this cohort / segment / persona.
Why should you care? Although these in-demand dudes probably don’t do product endorsements, celebrities do – so If you want to reach SXSWesters, you may have much better engagement from endorsement deals with these unique people.
How’d You Do This?
You can Go to the App Here if you want to try it out yourself.
This is a “Campaign Report” running real time. It’s a sample group of up to 10,000 people who’ve used #SXSW in a tweet. There’s a lot more info than this.
Email me at jack{at}mattr.co if you want to get on the team – you only need your Twitter account to get in.
Full Persona Summary
by Jack | Mar 9, 2014
FAQs
Can I Have Access to This Real Time?
I can add you to my team for free – you just need a Twitter account to log in. Email (jack{at}mattr.co) or tweet me your email address and I’ll get you in asap. **Note** it also means these results can change hourly.
What Exactly Does “Unique” Mean?
Do you see that Barack Obama is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Barack Obama than any other public figure.
Now look at Brian Solis; see the “Kapow” exclamation mark? That means that he is “over-represented” by this engagement group. This means an unusually high proportion of #SXSW tweeters follow @BrianSolis.
Why should you care? Although these in-demand dudes probably don’t do product endorsements, celebrities do – so If you want to reach SXSWesters, you may have much better engagement from endorsement deals with these unique people.
How’d You Do This?
This is a “Campaign Report” running real time. It’s a sample group of up to 10,000 people who’ve used #SXSW in a tweet. There’s a lot more info than this.
Email me at jack{at}mattr.co if you want to get on the team – you only need your Twitter account to get in.
