We know who you are now what?

© Copyright 2012 Beyond. All rights reserved. Private and Confidential


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© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @JudithLewis


Visibility Evaluation attributes Choice Experience Recommendation

& loyalty

Pre-purchase

How is your brand

positioning penetrating the

market?

What does consumer

perception of your brand

look like?

What are the barriers and

triggers for action?

What are the consumer

likes and dislikes and what

words do they use?

What are the consumer

likes and dislikes and what

words do they use?

Relative volume of each of

the positioning statements

and pillars

- - - - - - - - - - - - - - - - - -

Share of voice against

competition

Attributes and topics within positioning and

pillars are most frequently discussed

- - - - - - - - - - - - - - - - - - Level of agreement with

positioning - - - - - - - - - - - - - - - - - -

Sentiment towards attributes

Frequency of statements

of intent

- - - - - - - - - - - - - - - - - - Frequency of inhibitors

mentioned

Top likes and dislikes

- - - - - - - - - - - - - - - - - -

Frequency of emotive

words used

- - - - - - - - - - - - - - - - - -

Verbatims

Frequency of

recommendations

- - - - - - - - - - - - - - - - - -

Share of voice against

competition

Post-purchase



IDENTIFY INFLUENCERS Who are they? What do they write about?

MEET & GREET What do they care about? What do they need?

COLLABORATE Work with them on ideas for execution of client goals SUPPLY

Meet several times about execution, work on content ideas and execution & arrange samples, etc

RE-ENGAGE Keep meeting and chatting with contact to keep in touch

@Beyond, @JudithLewis




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Automotive Baby Products Beauty Cookware Electronics Fashion HomeImprovement

KitchenAppliances

Music/Films PersonalFinance

Restaurants Travel

Ratings and review (Amazon) Search results Facebook friends

News articles Twitter Blog posts

YouTube or Vimeo Videos Information on a product or brand website Talking with friends or family






Think: KUDOS, Social Capital

pixel crazy! pixel crazy!

Create Benefit for the Blogger!

Mrs Entertainer, Head of Being Funny

Mr Smart, VP of Being Really Useful

Ms Generous, Director of Helpfulness

The first person to share that must-see meme: usually a video or a picture

The first person to share that amazing gizmo for calculating mortgages or the lead article from The Economist (or the infographic amongst colleagues)

The first person to share that promo for money off something really useful; likes to posts lists of good things to do; plus motivational Facebook stuff.







http://www.bynd.com


Self Improvement

We know who you are now what?