If you are looking for a soul mate, personality dating via a dating site is one way to improve the chances of compatibility.
And if you're a marketer interested in finding a good fit for your brand, the social media research firm Fizziology has released the results of its efforts with the huge resource IBM Watson to use the same way the personality coupling between endorsers of professional athletes and shoes. / clothing brands.
Functioning of the personality match. In his work, which corresponds to the first celebrity-to-celebrity match using the supercomputer's linguistic analysis, Watson examines the social media posts of fans of a given brand to determine the personality traits that a particular brand has. They attribute to the mark, as well as the traits indicated. by the athletes' own messages. In both cases, the publications were published on Facebook, Twitter and Instagram.
While public relations officers can generate all or some of the sports positions, the idea is that the resulting statements represent the image that the latter wishes to present. Publications on social networks are not solicited, consist of more than just mentions of athletes or brands, and have a positive tone.
Watson Personality Insights, a linguistic analysis technology, categorizes messages according to several indicators. One of these categories relates to the needs, which are the aspects of a celebrity or brand likely to affect a consumer, such as proximity, curiosity, self-expression and harmony. Values are factors that motivate fans in decision-making, and then there are five main features of personality traits: being reasonable, conscientious, extroverted, emotional and open.
Watson then associates the two types of personality, hoping to create a lasting marriage. The key question for the brand, according to Fizziology, EVP / GM Rich Calabrese: Will the person that the brand is going to sign get in touch with our brand advocates?
The meetings. The results were summarized in a free report by Fizziology, " Discovering Brand Promoters Through Personality Analysis ."
Four brands were analyzed (Nike, Adidas, Puma and Under Armor) and seven NBA players (Joel Embiid, Leonard Kawhi, Andrew Wiggins, Cousins Demarcus, Isaiah Thomas, Gordon Hayward and Kelly Oubre Jr.). During the analysis period – from February to August this year – the seven parties signed a contract to sell shoes and clothing that should be the subject of further negotiation.
Here is a summary table of the final match, with 2 athletes lined up with each brand, with the exception of Under Armor, who got one:
The study is intended as a case study of how Watson's analysis can be used for this purpose. Calabrese stated that there was no evidence yet that this approach provides a better fit between athletes and brands and that to his knowledge, no brand has used it explicitly to make his decision.
Why is this important for marketers? The connection of social influencers and celebrities to brands has become an essential part of marketing, but the previous analysis was largely based on the reach of the audience – that is, say the number of followers – and the indicators of commitment.
The correspondence between these two brands – influencer / celebrity and product manufacturer – is made more discreet, sometimes by examining past interests or promoting the person's work. If Watson or another analysis can reliably associate personalities based on social publications, the selection process could become more routine but more accurate.
At the very least, marketers could conceive of specific marketing tailored to the perceived personality traits of the brand.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.