by Mattr | Apr 24, 2014 | news
Rewind 4 years, and you might recall Adidas and Nike as the top Marketing contenders for World Cup gear, with Adidas as an official sponsor, and Nike as their ambush Marketing competitor. Both brands were extremely successful with their campaigns, partly because the 2010 World Cup events showed the highest numbers for a sporting event ever on social, providing a great way to increase engagement amongst soccer fans. Fast forward to 2014, and not a lot has changed in the battle of the boots and jerseys. Adidas has again claimed a spot as an official sponsor, with Nike looming in the background ready to pounce. In fact, Nike wasted no time, and was the first brand to launch a World Cup spot this year with the inspirational theme ‘Risk Everything’. And Adidas should take note of Nike’s presence, especially since Nike brought the pressure last year when Adidas sales slumped in Western Europe. Truth be told, it’s anyone’s game when it comes to which brand will come out on top after this year’s World Cup. Segmentation- From Planning to Launching Elaborating on last week’s post, we plan to reveal some Marketing tactics that might help each of these brands (and smaller brands) gain the World Cup Marketing advantage, by moving away from the campaign ‘Planning’ phase and into the ‘Active’ phase. To start, let’s look at the changes in the @FIFAWorldCup Personas. Last week, the most engaged Persona was ‘Wholesome Males’. Another sample of tweets this week reveals that ‘Reliable Males’ are now just as engaged as ‘Wholesome Males’. So how can brands use this information? Let’s...
by Kyle | Apr 22, 2014 | news
It’s time once again for another installment of ‘Your Feedback Mattrs’. This is where we go over recent changes and keep you informed of what’s in the development queue. We rely heavily on your feedback to prioritize what is important. We all love hearing how you’re using or would like to use Mattr so please, please, please keep the feedback coming. Here are some of the recent changes to Mattr: Persona ‘View More’ Page All of the changes we’re covering today are from the ‘View More’ page of your personas. Discover the demographics, interests and personality traits of your social media followers that you can apply to creative planning and production. Natural Language Persona Description When you click to view more about one of your personas you’ll see a natural language breakdown in the top left of the screen. You can click to Learn More About Personality Segments to know what content and stories you should develop to increase engagement. Just below the description you’ll be able to quickly see the breakdown of any personality or demographics that aren’t filters for your persona. All of this helps you discover more about your audience and what resonates with them. Interests You’ll also notice a natural language filter on the Interests section. You can now select the category of interests, All, Brand, Media, Music, Public Figure, Sport, or TV/Movie that are popular or unique. You can use this to find surprising influencers you should be targeting, determining which publications to pitch or use for media placement, or even for influencers that would make effective partners. Want to see more...
by Mattr | Apr 17, 2014 | news
The World Cup hype has officially started! And if you’re in Marketing/ Advertising, you’re probably keeping a close eye on the various campaigns that have been introduced to pay homage to one of the world’s most watched sporting events. Some of the first to release their campaigns were the big soda brands. World Cup sponsor Coca-Cola and competitor Pepsi have both recently launched TV spots, and there’s already lots of chatter on who got it right. That answer might seem subjective to most. But as Marketers know, putting together a campaign that speaks to the right audience takes more than luck. It takes planning and strategy. It takes understanding of various brand segments and how to reach them on a personal level. And it takes knowing that powerful stories about the people behind a brand reside in unfiltered data. That being said, it can be assumed that both Coca-Cola and Pepsi did lots of research for their campaigns, utilizing large budgets and plenty of time to plan (Coca-Cola apparently began planning back in 2012, and World Cup 2014 stands as their largest campaign ever!). But for those agencies that might not have the dollars or time to spend on such intensive research- there are simple ways to accomplish a similar goal of understanding audiences by looking at some easily accessible data. We’ll show you how. And we’ll also come to our own conclusion, based on our own data, on which soda brand might have the slight advantage in the World Cup campaign wars. Social- The Secret Sauce Social has become a very viable option when it comes to gathering...
by Mattr | Apr 10, 2014 | news
(Originally posted in SteamFeed) As a digital marketer, you work in a world of instant gratification and insatiable curiosity. Your target market is used to engaging with an extraordinary amount of information at home, at work, and on mobile devices through social media. The hashtag is the unifying element that will take your marketing campaign to the next level. The mechanics of a hashtag, particularly popular on Twitter, Google+, and Facebook, allow any user to curate her social stream with just one click. No complicated searching and following particular people or causes. Just click, point, and be entertained. Want to read or watch what’s interesting to you? Click a hashtag. Want to find people who have had experiences similar to yours? Click a hashtag. If you represent a brand or business looking to capitalize on the benefits of the hashtag culture, you need to build and promote a “forever” or “evergreen” hashtag. It’s the online cornerstone of your culture, and you can’t afford to ignore it. Tapping Into Organic Interests During a recent Mattr campaign, hashtag traffic accounted for nearly eight times the engagement of our branded social media efforts. The most surprising part of that insight was that the engagement we received came from users who didn’t even follow the brand; they were following other people or brands that used the attractive campaign hashtag and engaged with the campaign organically. What matters here are organic user interests. It’s far simpler for users to click on a hashtag to instantly see what’s happening within that topic than to search all the people and brands that might be posting about...
