Top 3 {Unique} Media Sites for #SXSW

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.   What Exactly Does “Unique” Mean? Do you see that Mashable is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Mashable than any other media site. Now look at Do512; see the “Kapow” exclamation mark? That means that Do512 is “over-represented” by this engagement group....

3 Reasons Time is the Achilles Heel of Consumer Research

  (Originally published in B2B Marketing) Imagine a scenario in which you want a new book. You go to an online book retailer and sign up to fill out a survey. A customer service rep mails you a questionnaire or calls to ask what kind of person you are, what books you like, and how much time you spend reading. He may even talk to your friends and family to make sure you gave an accurate portrayal of yourself. After the form is filled out, a week is required to manually collate the data. Then, the company sends you...

What is Your Focus Group NOT Telling You?

    Originally published in Everything Business Corp!   Marketers have used focus groups to get feedback from real consumers for decades. But often, a focus group just reaffirms marketers’ beliefs or gives a distorted view of how customers really feel. The truth is that focus group research often fails — or at least fails to deliver any groundbreaking insights. What your focus group can’t tell you Because of the nature of focus groups — a small sampling of people led in a group discussion by a moderator — a focus group cannot tell you about:  Benchmarking. Benchmarking allows you...

Why Aping Oreo’s Super Bowl Moment Is A Pointless Risk [3min read]

IMMOAFRICA.CO.ZA Stop Reacting to Others’ Real-Time ‘Moments’ and Do Your Research to Create Your Own   There’s a lot of hub-bub over ‘target moments’, or ‘moment advertising’. But how much should you worry about so-called real time marketing? Is it worth the risk to your reputation and budget? You’re no doubt under a lot of pressure to spool up a team to react to these moments others create. You should re-consider. There’s good reason for you to be feeling this pressure. The reactive, real-time moments, both the wins and losses, are the ones that I seem to hear about...

Redbull’s Most Hated Tweet

Redbull is making the news again for its heavily caffeinated drink, but in a very negative way. Looking for something surprising, I checked them out in our updated segmentation app to see how their tweets fared in September. Of all the highest-engaged tweets, I was surprised that this one hit a massive 46% negative response. Some Background. Our app segments a brand’s social audience (Twitter, in this instance), including a qualitative measure, “Brand Personality”. Marketers can target under-engaged segments, for example, then see how targeted content or campaigns were received by that persona. The app is priced to be super-accessible,...