1 2 3 4
COMING SOON

When a brand identifies relevant tribes — communities of people with common interests — what happens next? How do you connect with these niche audience groups?

First, you must find out where they go to connect with each other over shared interests, beliefs and experiences. You have to identify the spaces and places they turn to for community, connection and like-mindedness.

As noted in Chapter 1, in this series, consumers’ behaviors are more fragmented than ever. While they’re consuming large volumes of content, they’re jumping from one site to the next to do it. According to an eMarketer report, this year consumers will spend an average of 5 hrs and 53 mins per day with digital, which is expected to increase at the expense of other media. Based on traffic to the top 1,000 digital properties, consumption breaks down like this: in first place, we have news and information properties like CNN, BuzzFeed, etc.; second place is claimed by retail properties — Amazon, eBay and the like. The next runner-up — aka third place, which earns the bronze — is social. (ComScore, 2016)

LIFESTYLES
% of Total Category Visits % of Total Category Time
LITTLETHINGS.COM 6% 8%
DIPLY.COM 6% 8%
WIKIA.COM 6% 13%
BUSTLE.COM 5% 3%
REFINERY29.COM 3% 4%
RETAIL
% of Total Category Visits % of Total Category Time
AMAZON.COM 13% 38%
WALMART.COM 7% 6%
EBAY.COM 6% 12%
TARGET.COM 5% 4%
HOMEDEPOT.COM 3% 2%
SOCIAL NETWORKING
% of Total Category Visits % of Total Category Time
FACEBOOK.COM 23% 80%
LINKEDIN.COM 13% 1%
TWITTER.COM 12% 3%
INSTAGRAM.COM 12% 9%
PINTEREST.COM 10% 3%
POP CULTURE
% of Total Category Visits % of Total Category Time
POPSUGAR.COM 5% 2%
TMZ.COM 5% 5%
ZERGINET.COM 4% 1%
COMPLEX.COM 3% 1%
UPROXX.COM 3% 1%
BIZ/FINANCE
% of Total Category Visits % of Total Category Time
PAYPAL.COM 16% 15%
FORBES.COM 9% 4%
BUSINNESINSIDER.COM 6% 13%%
WSJ.COM 6% 4%
CREDITKARMA.COM 9% 6%
PORTALS
% of Total Category Visits % of Total Category Time
YAHOO.COM 6% 8%
MSN.COM 16% 14%
LIVE.COM 16% 10%
GO.COM 16% 7%
AOL.COM 8% 10%
VIDEO STREAMING
% of Total Category Visits % of Total Category Time
YOUTUBE.COM 42% 75%
NETFLIX.COM 42% 75%
VIMEO.COM 14% 1%
DAILYMOTION.COM 4% 1%
WISTIA.COM 3% 0%
SEARCH/NAVIGATION
% of Total Category Visits % of Total Category Time
GOOGLE.COM 45% 87%
BING.COM 25% 7%
ASK.COM 6% 1%
MAPQUEST.COM 6% 0%
WAZE.COM 3% 5%

INTRODUCING: SHARED SPACES

It’s time to drop the term social and start deconstructing human behavior from channel and data. Not only is the term “social” outdated and limiting, but it’s also inaccurate. At Moxie, we think of social in terms of shared spaces. These are the places — groups, newsfeeds and watering holes — where people come together to interact, engage and exchange information. These shared spaces are governed by consumers’ actions. Social is the behavior; the space is simply the environment.

SHARED SPACES

Sass and Less support

ARE

  • Collaborative and dynamic
  • Communal and connected
  • Distributed brand experiences
  • Spaces to share, engage and exchange content
  • Designed to inspire co-creation, action and interaction
Responsive across devices

ARE NOT

  • Detached and static
  • Isolated and disconnected
  • A basic media buy
  • Space to amplify, broadcast and push content
  • Limited to unactionable, generic, mass messaging

A NEW LOOK AT REACH

By shifting our thinking from social to shared spaces, we exponentially expand the opportunities for brands to connect with consumers. We suddenly see openings for brands in news and information sites like BuzzFeed, where tribes to come together and interact around content. We unearth white space in retail sites like Amazon, where consumers are looking for specific products, seek communal reviews and ask questions. And we discover multiple connection points in payment apps, like Venmo, where consumers are exchanging money and payment-related quips.

Shared spaces also give us a new framework around which to structure our thinking and approach. Now we can evaluate these destinations based on where they fall within two qualifying ranges: general to niche interests (x axis) and low and high reach (y axis).

At one end of our landscape we see more general interest spaces, like Spotify and Twitter. These destinations cater to a wider demographic while still allowing people to self-select based on whom they follow or what content they want to engage with. At the other end of the spectrum reside niche spaces constructed around specific interests, like Keep for shopping, Twitch for gaming or Houzz for home décor.

As you can see, there are shared spaces that have a high reach, while there are those that reach a very targeted few. YouTube has the potential for mass reach, in comparison to Nextdoor, which reaches a smaller base of repeat users. The construct helps brands identify opportunities across the shared space landscape, beyond “traditional social” (Facebook, Twitter, Instagram).

THE CULTURAL ANTHROPOLOGY OF SHARED SPACES

Yet simply identifying the space is not sufficient, as each shared space has its own distinct culture. The culture within Reddit, for example, is drastically different than that of Facebook, YikYak or Etsy. That’s why it’s critical to take an anthropological look at shared spaces. Modern marketers need to dig into each channel to understand the behaviors, beliefs and habits that govern consumer usage of each channel. It’s equally as important to have firsthand knowledge of the functionality, interaction and nuances of each channel. Advertisers must familiarize themselves with the engagement mechanisms, paid media opportunities and brand opportunities inside each of the channels. If the desire is to connect with tribes in these channels, the key is to take the time to understand what it means to be a user.

Once we understand the culture of the channel, we have to ask ourselves two key questions: 1) How do we drive brand participation inside that shared space? And 2) what does connecting with tribes in shared spaces even mean?

CONNECTING WITH TRIBES IN SHARED SPACES

To connect means to establish communication. For most marketers, this translates into an ad, a pre-roll or a promoted post. But to connect meaningfully means to establish communication that is significant or purposeful. In other words, it adds value.

In order to do this, marketers cannot simply take assets from above-the-line media, resize them, amplify with media to a mass segment and expect to see great results. This strategy is not only ineffective, but it also instantly (and ironically) brands your brand as an outsider.

To connect meaningfully with tribes requires an audience-first approach. First, you identify the tribe that you want to connect with. Next, you find the shared spaces where they gather and commune and then — only after taking the time to truly understand their culture, passions and interests — you develop content that is designed specifically for them. This is the only way to create a connection that is significant, purposeful and valuable.

How do brands add value? And how do they provide utility in this new age of marketing?

Find out when we release “Adapt or Die: Why Time-Tested Marketing Won’t Stand the Test of Time,” the fourth and final chapter of this series.


MARKETING THAT MOVES

Moxie is built to create next generation marketing solutions that move our clients and our agency forward. Since our launch in 2000, our progressive approach has helped brands of every size and scope grab hold of — and ultimately own — untapped audiences, market share and revenue. Headquartered in Atlanta with offices in Los Angeles, New York and Pittsburgh, Moxie has over 400 talented employees and is a transformational component of Publicis Media. Moxie’s client roster includes Verizon Wireless, The Coca-Cola Company, Porsche, Chick-fil-A, Nike, Ainsworth Pet Nutrition, Walmart, Hoover, TGI Fridays, American Cancer Society and Delta Air Lines.

IS YOUR BUSINESS READY FOR MODERN MARKETING?

JANE MATTHEWS SVP, BUSINESS DEVELOPMENT 678.891.6491 jane.matthews@moxieusa.com 384 Northyards Boulevard Suite 300 Atlanta, Georgia 30313 moxieUSA.com

AUTHORS AND CONTRIBUTORS

KRISTINA JONATHAN | EVP, STRATEGY Kristina helps steer Moxie's efforts to deliver modern marketing, channel innovation and data-fueled solutions. A seasoned strategist with 18+ years of experience on both the client and agency sides, she has a proven track record of building and leading digital strategy teams and practices. Kristina has lent her expertise to an array of brands, including Ruth's Chris Steak House, Arby's, Nintendo, Kids II, InterContinental Hotels Group, ULTA Beauty, Go RVing, AT&T and more.

DANIELLE DONNELLY | SVP, STRATEGY Danielle spearheads Moxie's omni-channel strategy practice and leads day-to-day operations across all agency engagements, ranging from AORs to campaign executions and beyond. A skilled strategist with more than nine years of experience, Danielle possesses an in-depth knowledge of brand planning, content strategy, digital, paid social media, channel execution, influencer marketing and more. She has worked with an array of world-class brands, such as Chick-fil-A, My Coke Rewards, Scion, Dasani, Garnier, Verizon Wireless, UPS, 20th Century Fox, Emirates Airlines, InterContinental Hotels Group and Nike Women. Danielle is currently earning her MBA at Emory University.

STEPHANIE WIERWILLE | VP, CONTENT STRATEGY Stephanie oversees Moxie's content strategy discipline, helping national and global brands grow their businesses by finding the right stories to tell across digital, social and traditional channels. She possesses six years of experience that spans brands of all kinds — from Delta Air Lines, Wells Fargo, TGI Fridays and Chick-fil-A to Uniroyal Tires, Dr Pepper Snapple Group, MD Anderson Cancer Center and ULTA Beauty.

ASHLYN REMILLARD | DIRECTOR, SOCIAL STRATEGY Ashlyn leads the social strategy practice at Moxie, charged with evolving the agency's approach to a holistic channel experience amongst shared spaces. With over eight years of industry experience, Ashlyn has developed social and digital marketing strategies and campaigns for brands of all sizes, including The Coca-Cola Company, AT&T, NBC Sports, Atlanta United FC, American Cancer Society, Wells Fargo and more.

ABBY HILL | MANAGER, CONTENT STRATEGY A journalist both by training and trade, Abby is a storyteller to the core. She applies traditional storytelling methods to the digital landscape, weaving compelling brand narratives across the most appropriate channels. During her four-year career, she's worked with brands like Wells Fargo, Ocean Spray, Verizon Enterprises, Mizuno, NCAA and Team USA.

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