MMA Summit Speaker Interview: Paul Harrison - Carve Consulting
WHY IS THE over-50s SECTOR IMPORTANT?
The over-50s group is both the fastest growing and wealthiest on social media. Brands simply cannot afford to ignore this audience. Yet most do. We estimate less than 1% of social spend goes to this group: a staggering example of failing to follow the money.
WHY ARE BRANDS STRUGGLING TO DEMYSTIFY DIGITAL?
Carve is the global social agency that was founded a couple of months after Jack Dorsey sent the very first tweet. So we’ve had a front row view for a decade of many brands failing to get social – so it’s not just restricted to the over-50s market. But many of the mistakes brands make on social are magnified here. For example, building a deep understanding of social behaviours and buying habits; failing to recognise that to achieve social success you need to ‘pay to play’ through promoted targeted and content; and failing to measure what matters - the ROI of your social efforts.
WHAT KEY POINTS DO YOU HOPE TO HIGHLIGHT AT THE SUMMIT THIS YEAR?
I am going to outline five critical strategies for social success when engaging #socialseniors. To bring that to life, I am going to talk through a case study of a sports car marque that engaged Carve to launch a new model. This brand had reached millions and had tens of thousands of social “Likes” – but digital and social weren’t delivering sales.
When we looked under the bonnet of their digital strategy, there was a fundamental disconnect: the people who featured in their ads, the people who were the target of the digital marketing, and the people ’liking’ the Facebook posts weren’t the people who buy this type of car. Through social insights, we built a hyper-targeted social campaign that targeted 50-59-year-old men with an affinity for overseas travel and created a much simpler social sales process. The result: they sold more cars during our campaign than at any time in their recent history.
WHAT’S YOUR FAVOURITE CAMPAIGN THAT HAS SUCCESSFULLY REACHED THIS AUDIENCE?
I love the current print and digital campaign seen this week in the New Yorker: