Monday, 31 August 2015
Personality Matters: How one company doubled its ROI by customizing ads based on personality
Today’s algorithms can reliably predict people’s personality traits just by analyzing their Facebook updates.
As marketers, we have the ability to use the digital footprint data of your customers to assess their personality, create messages that resonate with them personally, and build more effective campaigns.
To see if this really works, let’s look at return on investment (ROI) results from a recent test of customized ads based on personality traits.
Sandra Matz and her fellow researchers from the Psychometrics Centre, University of Cambridge, collaborated with VisualDNA, an agency founded in 2006 to help companies leverage psychographic audience data to better personalize their messaging. Together, they worked with an online beauty retailer to conduct an experiment on Facebook and presented their results at the 2015 Annual Meeting of the Society for Personality and Social Psychology (SPSP).
The researchers hypothesized that presenting customers with ads that fit their personality traits (extraversion or introversion) would result in higher ROI for the campaign
The test
To test their hypothesis, they created two sets of ads, one customized towards extraverts and the other tailored towards introverts. Although other personality traits could be relevant, the researchers picked extraversion/ introversion for the test, because it was most conducive to creating contrasting ads.
Researchers described the typical extravert/ introvert to designers, and the designers came up with corresponding ads.
Next they selected two groups of Facebook users — one consisting of more extraverted people and the other one consisting of more introverted people.
They then showed the two ads to both user segments, such that both groups saw both congruent (e.g., introvert customer/ introvert ad) and incongruent (e.g., introvert customer/ extravert ad) ads.
Results
Overall, the seven day campaign generated 6.43 million impressions, 390 conversions and 12,830 pounds ($20,000 USD) in revenue for an ad spend of 4,000 pounds ($6,300 USD).
Customizing ads to personality traits significantly improved ROI for both target groups.
Showing introverts an introverted ad was twice as profitable as showing them an extraverted ad. Showing extraverts an extraverted ad resulted in 30% higher ROI than showing them an introverted ad.
Takeaways
To sum up, personality can be a useful tool for better understanding your customers, creating marketing messages that will resonate more with them, and increasing ROI for your campaign.
Although personality is a reliable predictor of behavior in situations when people have a fair degree of choice, different contextual factors (e.g., industry, complexity of the decision, social influence) can change the strength or even direction of this relationship.
Remember to study your customers’ personality-behavior relationship specifically, find out what personality traits your existing and potential customers have in common.
You can assess your customers’ personality internally, if you have enough dedicated resources, or you can outsource this task to a vendor. According to Vesselin Popov, Development Strategist, The Psychometrics Centre, University of Cambridge, one advantage of outsourcing personality prediction is that you can anonymize the data.
You don’t need to know your customers’ personal identity to learn what kind of messaging they would prefer.
Now, what is your dominant personality trait?
You might also like
B2B Lead Nurturing: Market to personality and behavior, not job title (from the B2B Lead Roundtable blog)
Discover your personality with a 120-item personality test (from University of Pennsylvania)
1-click prediction of 34 psycho-demographic traits (prediction API of the Psychometrics Centre, University of Cambridge)
Penn Researchers Use Facebook Data to Predict Users’ Age, Gender and Personality Traits (from University of Pennsylvania)
IBM researcher can decipher your personality from looking at 200 of your tweets (by Dean Takahashi, VentureBeat)
Using The Big Five For Customised Advertising On Facebook by Matz, S., Popov, V., Kosinski, M., Stillwell, D., presented at the Annual Meeting of the Society for Personality and Social Psychology (SPSP), 2015.
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Sunday, 30 August 2015
Friday, 28 August 2015
Understanding Your LinkedIn Company Page Analytics [VIDEO]
Most people know LinkedIn as the premier social network dedicated to business. Unless you have closely followed its evolution since launching in 2003, you may have missed some updates.
One of its key evolution points was the launch of Company Profile Pages in March of 2008. Since then, there have been many enhancements. Most notable was “Insights.” Insights were the 1.0 version of Analytics about your Company Page, which helps you understand how your page works and which areas you need to enhance to improve traction.
Following recent changes aimed at simplifying the platform’s usability, Company Profile Pages are now just called ‘Company Pages‘ and “Insights” are known as Analytics.
In this episode of Tips in 2, we take you on a quick tour of LinkedIn Company Page Analytics. This overview allows you to see how much information you can gather from the data behind your page.
Click on the video below and let us show you around.
For more info on LinkedIn and other social media platforms, click here.
© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.
The post Understanding Your LinkedIn Company Page Analytics [VIDEO] appeared first on VerticalResponse Blog.
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3 Resources to Help You Create Remarkable Visual Content
As someone who made an intentional decision to have a career working with words, talking to you about the importance of visual content makes me feel a little weird.
But I have to tell you, when I’ve been scrolling through my Twitter timeline lately, it’s the updates with intriguing visuals that catch my eye. They’re the ones I read, and the links I click.
In the current digital marketing landscape, the strategic use of visual content — whether it accompanies text or stands alone — is a smart move as you strive to produce the best experience for your audience.
This week’s Copyblogger Collection is a series of three handpicked articles that will help you learn:
- How to create simple, captivating drawings
- How to use images to engage distracted readers
- How to create a visual brand
As you work your way through the material below, think of these lessons as a mini visual content creation course.
How to Create Simple Drawings to Clarify Your Ideas and Captivate Your Audience
If you think you can’t draw, Mike Davenport and Henneke are out to prove you wrong in How to Create Simple Drawings to Clarify Your Ideas and Captivate Your Audience.
They’ll show you how anyone can draw images without an art school education or fancy tools. Mike and Henneke explain that:
Simple images are quick to draw, and you don’t have to buy them. You might even find that readers engage more with hand-drawn images because they are more personal.
My favorite tip from this article is a simple way to get your hand-drawn images online. Check it out!
Use Images (Not Just Words) to Turn Your Distracted Visitors into Engaged Readers
We are living in a visual world, and Pamela Wilson is a visual girl. That’s how the song goes, right?
Pamela shares how to harness the power of images in Use Images (Not Just Words) to Turn Your Distracted Visitors into Engaged Readers.
Her expert knowledge will guide you through image creation best practices that you can start using right away.
How to Create a Visual Brand and Fight the Dark Forces
Rafal Tomal recently watched Star Wars for the first time and didn’t just regard his viewing experience as entertainment. He composed a piece with visual branding lessons you can learn from the film.
In How to Create a Visual Brand and Fight the Dark Forces, he says:
Visual branding is about telling a story, creating a coherent user experience, and appealing to emotions.
Rafal will help you conceive and implement a strong visual brand throughout your digital content — from your website design to your blog post images and social media profiles.
Expand your digital content creation
Use this post (and save it for future reference!) to help you think of new ways to create remarkable visual content to share with your audience.
We’ll see you back here on Monday with a fresh topic to kick off the week!
About the author
Stefanie Flaxman
Stefanie Flaxman is Copyblogger Media's Editor-in-Chief. Don't follow her on Twitter.
The post 3 Resources to Help You Create Remarkable Visual Content appeared first on Copyblogger.
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How Do You Know What Content To Create? (FS125)
The content you publish could be an evergreen source of traffic, revenue, brand love and loyalty.
Or it could be a total waste of time and effort.
So how do you know what content to create?
In this episode we'll show you how to decide what questions you should spend time answering for your audience, including ways to learn right now from other peoples' audiences (in case you haven't built your own yet).
Click play, subscribe in your podcast app, download it for later or do whatever it is you do with these episodes, but please, for all our sakes, enjoy yourself.
It’s better to listen on the go! Subscribe on iTunes
How do you know what content to create? Here’s a huge list of research methods!
Tweet This
The basic problem:
Keep the focus on the customer! You're an expert on your product/service, and that can hold you back.
In an article on the expert's dilemma, Catriona Pollard explains the dilemma this way:
- Your head is buzzing with a lot of great information yet no clear way to package it into a clear and compelling message that attracts the clients, networks and media attention you'd like.
- You have expertise in a particular area you know could help people, if only you could find a way to tell them about what you're doing.
- You're often confounded when you see your competitors in the media, even though they probably know less than you about the topic, and yet, there they are.
- It sometimes feels like getting access to journalists and coveted speaking opportunities is some kind of "secret club" you don't know the password to.
The only way to solve this problem is to reconnect with your audience. Don't geek out on your product or service stuff, geek out on your audience, their struggles, the questions they're asking, the language they're using.
To reconnect with your audience, follow any number of the research tactics below. Also, spend some time thinking about the answers to these questions:
- Why are they using your product/service?
- What do they hope to get out of it?
- What’s in it for them?
- What's the number 1 question you get asked all the time?
Research methods:
Below are several research methods you can use to discover great topics to make your content about. We talk at length about each method in the episode, so if you want more information on any of them definitely listen to the podcast above.
Answer your own questions
- Take your own personal inventory: what were the hardest parts about this topic for you when you were getting started with it? What resources did you wish you had to make the learning go smoother?
Use your own audience
-
Use your own site analytics:
- What were your top 15-30 shares in the last six months? Look at traffic, social shares, etc. See any trends?
- What are your 15-30 least successful shares in the last 6 months? Any trends?
- The email subscriber trick: every time someone subscribes to your email list, send them a personal email asking what they're struggling with right now. It starts a good conversation, builds some rapport and reconnects you to their struggles.
- Read your blog comments! Ask followup questions and pay attention to what people in your audience are struggling with.
- Ask your social followers: what should we write more about?
- Survey your audience. We've got more on this idea in an episode on the art of surveying your audience.
-
interview Customers. Here's a few pieces of content to help you with this:
Use other audiences
-
Research the competition: use Buzzsumo or Open Site Explorer (linked below) to find out what are their most popular topics?
- Read their blog comments. Huge amount of insights into audience questions there.
- INSIGHT: you're looking for the question behind the headline. What questions are these articles answering?
- INSIGHT: imagine the customer saying this, "If I had a magic wand to help me with (your topic here), I'd want something like…" What would be the magical solution to their struggles?
-
Use Amazon.com:
- Find several books about your topic, look through the table of contents for ideas.
- On those same books, read all the 3 star reviews. Any trends emerge on questions the readers are still asking?
- Use Quora: search for your topic there. What are the most popular questions? Who are the most popular answerers? What are the questions behind the headlines?
- Keyword research: here's how to do it. Your mileage may vary on the value of this one.
-
Find influencers in your topic/niche: what are they sharing? What questions are behind those headlines?
- e.g., Hitten Shah. Some questions I'm seeing behind the headlines: what is a smart process for making content that works? Is there a checklist I can use to evaluate if the article I've just created is good or not?
- Social Exploring: searching for your topics at places like Instagram, Pinterest, iTunes, YouTube, vine, etc, can make you see different things.
- Read forums: find some forums your audience is a part of, get involved and pay attention. You can find a ton of great questions to answer in forums.
Show notes:
How To Reverse Engineer Massively Shareable Content (FS086)
How to Do Keyword Research for SEO: A Beginner's Guide
Richard Saul Wurman – Wikipedia, the free encyclopedia
BuzzSumo: Find the Most Shared Content and Key Influencers
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