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Social Media: Finding Your Target Market
Michelle Post, Ph.D.
Certified Social Media Strategist
PDF Available: slideshare.net/mpostphd
Lessons to Learn
©Michelle Post, Ph.D., CSMS
What is a
Target Market?
Why is
Knowing Your
TM Important?
Finding Your
Audience on
Pinterest
Finding Your
Audience on
TW
Finding Your
Audience on FB
Finding Your
Audience on
G+
Finding Your
Audience on LI
The Types of
“Graphics”
Personify &
Empathize
What is a Target Market?
Traditional Definition
“A specific group of
consumers at which a
company aims its products
and services”
(Entrepreneur.com, n.d.,
para. 1)
Today’s Definition
• Helping others with their
success, whether it is via a
product or service.
• It’s not about the selling, its
about the caring.
• Solve a problem.
• Ease a pain.
• “See a need, fill a need”
(Rodney Copperbottom,
Robots)
©Michelle Post, Ph.D., CSMS
Why is Knowing Your TM Important?
©Michelle Post, Ph.D., CSMS
The Types of “Graphics”
• Demo-Graphics - Statistical data relating to the population
and particular groups within it
• Psycho-Graphics - The study and classification of people
according to their attitudes, aspirations, and other
psychological criteria, especially in market research
• Socio-Graphics - The characteristics that influence the way
people receive and perceive messages
• Geo-Graphics – The use of geolocation (geographic
information) in the process of planning and implementation
of marketing activities
• Techno-Graphics - How the does population uses technology.
• Social-Graphics – How social is your audience and where are
they online
©Michelle Post, Ph.D., CSMS
Personify & Empathize
Personify Your Audience
• Give your audience a name, (e.g.,
Lily)
• What is their age?
• Where do they work?
• What is their lifestyle?
• Are they techno-savvy?
• Do they a spouse, kids, or pets?
• What do they look like?
• Create an avatar of what your
audience may look like (Hint:
Fiverr.com)
• The more you can personalize your
audience, the more you can
connect with them.
Empathize With Your Audience
• Use an empathy map
• No your audiences pain point
• “What matters is not what we
find interesting, but what our
target audience does” (The
Measurement Standard, 2014,
para. 13).
• “The essence of social media
is knowing your audiences and
engaging them in something
they love” (as cited by
Michelle Wright, 2014, para. 1)
©Michelle Post, Ph.D., CSMS
Finding Your Audience on FB
• Facebook Pages
• Facebook Groups
• Facebook Page Insights
– Demographics
– Geographics
– People Reached
– People Engaged
• Facebook Power Editor
– Audience Definition
• Facebook Graph Search
• Search for hashtags
• Follow competitor’s pages
©Michelle Post, Ph.D., CSMS
Finding Your Audience on G+
• Follow key people &
influencers
• Create Target Audience
• Google+ People
• Google+ Circles
• Google+ Groups
• Google+ Hangouts
• Google+ Communities
• Review the top trending
topics
• Search for hashtags &
keywords
©Michelle Post, Ph.D., CSMS
Finding Your Audience on LI
• Optimize your profile
with keywords from
your business
• Use LinkedIn Advanced
Search
• Search your contacts
• Search People
• Search Groups
• Check out your
competition
©Michelle Post, Ph.D., CSMS
Finding Your Audience on Pinterest
• Popular pinners
• Popular topics
• Popular boards
• Pinterest Group Boards
• Checkout competition
boards
• Pinterest Business
Analytics
• Tool - Tailwind
©Michelle Post, Ph.D., CSMS
Finding Your Audience on TW
• Twitter Analytics
• Search for hashtags & keywords
• Listen to niche Tweets
• Measure the Retweets
• Twitter Cards
• Analyze your followers
• Target keywords in Twitter Bios
• Twitter’s “people search”
• Find active users and followers in your
industry
• Twitter’s Advanced Search
• Twitter Lists
• Tool - Followerwonk
©Michelle Post, Ph.D., CSMS
Putting it All Together
©Michelle Post, Ph.D., CSMS
Find &
Reach Your
Audience
1.
Your
Purpose
2.
Ask
Questions
3.
Create a
Persona
4.
Find
where
they are
online?
5.
Create a
strategy
to reach
them
6.
Engage –
Don’t Sell
Final Thoughts
• This presentation only
scratched the surface
of some of the ways
to find your audience,
there are still so many
others ways . . .
©Michelle Post, Ph.D., CSMS
RESOURCES AND MORE
©Michelle Post, Ph.D., CSMS
Resources: Articles
• Marketers Just Want to Get to Know You (with Data) -
http://www.emarketer.com/Article/Marketers-Just-
Want-Know-You-with-Data/1011079
• VIDEO + SLIDESHOW: Search Powered Psychographics -
http://searchengineland.com/video-slideshow-search-
powered-psychographics-195078
• The Vital Importance Of Understanding Your Target
Market - https://medium.com/startup-founder-
essentials/the-vital-importance-of-understanding-your-
target-market-6d0c9c44a0b6
• Cold, Hard Content Marketing Stats -
http://kapost.com/content-marketing-facts/
Resources: Reports
• 2014 Social Media Marketing Industry Report -
http://www.socialmediaexaminer.com/social-media-
marketing-industry-report-2014/
• Social Digital Mobile 2014 -
http://wearesocial.sg/blog/2014/01/social-digital-
mobile-2014/
• Social Media Demographics -
http://www.businessinsider.com/demographic-data-
and-social-media-2014-2
• Social Networking Fact Sheet -
http://www.pewinternet.org/fact-sheets/social-
networking-fact-sheet/
Resources: Infographics
• 10 Tips For Smart, Targeted Digital Marketing [INFOGRAPHIC] -
http://www.mediabistro.com/alltwitter/10-targeted-marketing-
tips_b55386
• 55 Interesting Social Media Infographics -
http://www.hongkiat.com/blog/55-interesting-social-media-infographics/
• Do you know your target audience on Social Media? (Infographic) -
http://zcsocialmedia.com/targetaudienceonsocialmedia/#.U-g7MGOvf0o
• How to Choose Social Media Platforms (Infographic) -
http://www.melissaleiter.com/how-to-choose-social-media-platforms/
• The State of Marketing 2014 - http://www.exacttarget.com/resource-
center/digital-marketing/2014-state-of-marketing-infographic
• Understanding our Audience on LinkedIn -
http://www.slideshare.net/SrividyaGopani/linkedin-audience-study
Resources: Marketing Statistics
• Content Marketing - http://www.exacttarget.com/blog/50-content-
marketing-stats/
• 2014 Marketing Statistics - http://www.webdam.com/2014-
marketing-statistics-infographic/
• 2014 Social Media & Marketing Statistics -
https://smallbusiness.yahoo.com/advisor/83-exceptional-social-
media-marketing-statistics-2014-160016146.html
• Inbound Marketing Statistics -
http://www.business2community.com/inbound-marketing/20-
stunning-inbound-marketing-statistics-0937976#!bAUowk
• Mobile Marketing Statistics -
http://www.adknowledge.com/blog/statistics-to-justify-budget/
Resources: Sites
• City Data - http://www.city-data.com/
• Clickz - http://www.clickz.com/
• InternetLiveStats - http://www.internetlivestats.com/
• InternetWorldStats - http://www.internetworldstats.com/
• MarketingLand - http://marketingland.com/
• PewInternet - http://www.pewinternet.org/
• SearchEngineLand - http://searchengineland.com/
• StatisticBrain - http://www.statisticbrain.com/
• Target Marketing - http://www.targetmarketingmag.com/
• US Census Bureau - http://census.gov/
Resources: Blogs
• 11 Easy (But Insightful) Ways to Perform Market Research
on the Fly - http://blog.hubspot.com/insiders/quick-
market-research
• 50 Questions That Helps You Define Your Target Market -
http://www.jackpreneur.com/define-target-market/
• How Do I Reach My Audience? -
http://chrisbrogan.com/reach/
• Personas: The Art and Science of Understanding the Person
Behind the Visit - http://moz.com/blog/personas-
understanding-the-person-behind-the-visit
• The Social Media Hacker’s Guide to Creating Targeted
Audience Groups - http://www.mashbout.com/social-
media-hacker-guide/
©Michelle Post, Ph.D., CSMS
References
Demographics. (n.d.). Retrieved from
https://www.google.com/?gws_rd=ssl#q=definition:+demographics
Entrepreneur.com. (n.d.). Target market [Blog post]. Retrieved from
http://www.entrepreneur.com/encyclopedia/target-market
Geographic. (n.d.). Retrieved from
http://en.wikipedia.org/wiki/Geomarketing
Leiter, M. (2014, February 11). How to choose social media platforms
[Infographic]. Retrieved from http://www.melissaleiter.com/how-to-
choose-social-media-platforms/
Psychographics. (n.d.). Retrieved from
https://www.google.com/?gws_rd=ssl#q=definition:+psychographics
Socio-graphics. (n.d.). Retrieved from
http://wiki.answers.com/Q/What_are_socio-graphics
Technographics. (n.d.). Retrieved from
http://internetbusinessuk.com/target-perfect-audience-part-3-5/
©Michelle Post, Ph.D., CSMS
Michelle Post, Ph.D., CSMS
©Michelle Post, Ph.D., CSMS http://reachyourpotential.guru/
#3RdTT Workshops for 2014
• Sept 16 - Creating a Social Media
Campaign for Brand Awareness
• Oct 21 - Content Curation Tools are
Cool
• Nov 18 - Keywords are Key
• Dec 16 - How do you measure up?
Performing a Self-Social Media Audit
©Michelle Post, Ph.D., CSMS

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Social_Media_Finding_Your_Target_Market

  • 1. Social Media: Finding Your Target Market Michelle Post, Ph.D. Certified Social Media Strategist PDF Available: slideshare.net/mpostphd
  • 2. Lessons to Learn ©Michelle Post, Ph.D., CSMS What is a Target Market? Why is Knowing Your TM Important? Finding Your Audience on Pinterest Finding Your Audience on TW Finding Your Audience on FB Finding Your Audience on G+ Finding Your Audience on LI The Types of “Graphics” Personify & Empathize
  • 3. What is a Target Market? Traditional Definition “A specific group of consumers at which a company aims its products and services” (Entrepreneur.com, n.d., para. 1) Today’s Definition • Helping others with their success, whether it is via a product or service. • It’s not about the selling, its about the caring. • Solve a problem. • Ease a pain. • “See a need, fill a need” (Rodney Copperbottom, Robots) ©Michelle Post, Ph.D., CSMS
  • 4. Why is Knowing Your TM Important? ©Michelle Post, Ph.D., CSMS
  • 5. The Types of “Graphics” • Demo-Graphics - Statistical data relating to the population and particular groups within it • Psycho-Graphics - The study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research • Socio-Graphics - The characteristics that influence the way people receive and perceive messages • Geo-Graphics – The use of geolocation (geographic information) in the process of planning and implementation of marketing activities • Techno-Graphics - How the does population uses technology. • Social-Graphics – How social is your audience and where are they online ©Michelle Post, Ph.D., CSMS
  • 6. Personify & Empathize Personify Your Audience • Give your audience a name, (e.g., Lily) • What is their age? • Where do they work? • What is their lifestyle? • Are they techno-savvy? • Do they a spouse, kids, or pets? • What do they look like? • Create an avatar of what your audience may look like (Hint: Fiverr.com) • The more you can personalize your audience, the more you can connect with them. Empathize With Your Audience • Use an empathy map • No your audiences pain point • “What matters is not what we find interesting, but what our target audience does” (The Measurement Standard, 2014, para. 13). • “The essence of social media is knowing your audiences and engaging them in something they love” (as cited by Michelle Wright, 2014, para. 1) ©Michelle Post, Ph.D., CSMS
  • 7. Finding Your Audience on FB • Facebook Pages • Facebook Groups • Facebook Page Insights – Demographics – Geographics – People Reached – People Engaged • Facebook Power Editor – Audience Definition • Facebook Graph Search • Search for hashtags • Follow competitor’s pages ©Michelle Post, Ph.D., CSMS
  • 8. Finding Your Audience on G+ • Follow key people & influencers • Create Target Audience • Google+ People • Google+ Circles • Google+ Groups • Google+ Hangouts • Google+ Communities • Review the top trending topics • Search for hashtags & keywords ©Michelle Post, Ph.D., CSMS
  • 9. Finding Your Audience on LI • Optimize your profile with keywords from your business • Use LinkedIn Advanced Search • Search your contacts • Search People • Search Groups • Check out your competition ©Michelle Post, Ph.D., CSMS
  • 10. Finding Your Audience on Pinterest • Popular pinners • Popular topics • Popular boards • Pinterest Group Boards • Checkout competition boards • Pinterest Business Analytics • Tool - Tailwind ©Michelle Post, Ph.D., CSMS
  • 11. Finding Your Audience on TW • Twitter Analytics • Search for hashtags & keywords • Listen to niche Tweets • Measure the Retweets • Twitter Cards • Analyze your followers • Target keywords in Twitter Bios • Twitter’s “people search” • Find active users and followers in your industry • Twitter’s Advanced Search • Twitter Lists • Tool - Followerwonk ©Michelle Post, Ph.D., CSMS
  • 12. Putting it All Together ©Michelle Post, Ph.D., CSMS Find & Reach Your Audience 1. Your Purpose 2. Ask Questions 3. Create a Persona 4. Find where they are online? 5. Create a strategy to reach them 6. Engage – Don’t Sell
  • 13. Final Thoughts • This presentation only scratched the surface of some of the ways to find your audience, there are still so many others ways . . . ©Michelle Post, Ph.D., CSMS
  • 14. RESOURCES AND MORE ©Michelle Post, Ph.D., CSMS
  • 15. Resources: Articles • Marketers Just Want to Get to Know You (with Data) - http://www.emarketer.com/Article/Marketers-Just- Want-Know-You-with-Data/1011079 • VIDEO + SLIDESHOW: Search Powered Psychographics - http://searchengineland.com/video-slideshow-search- powered-psychographics-195078 • The Vital Importance Of Understanding Your Target Market - https://medium.com/startup-founder- essentials/the-vital-importance-of-understanding-your- target-market-6d0c9c44a0b6 • Cold, Hard Content Marketing Stats - http://kapost.com/content-marketing-facts/
  • 16. Resources: Reports • 2014 Social Media Marketing Industry Report - http://www.socialmediaexaminer.com/social-media- marketing-industry-report-2014/ • Social Digital Mobile 2014 - http://wearesocial.sg/blog/2014/01/social-digital- mobile-2014/ • Social Media Demographics - http://www.businessinsider.com/demographic-data- and-social-media-2014-2 • Social Networking Fact Sheet - http://www.pewinternet.org/fact-sheets/social- networking-fact-sheet/
  • 17. Resources: Infographics • 10 Tips For Smart, Targeted Digital Marketing [INFOGRAPHIC] - http://www.mediabistro.com/alltwitter/10-targeted-marketing- tips_b55386 • 55 Interesting Social Media Infographics - http://www.hongkiat.com/blog/55-interesting-social-media-infographics/ • Do you know your target audience on Social Media? (Infographic) - http://zcsocialmedia.com/targetaudienceonsocialmedia/#.U-g7MGOvf0o • How to Choose Social Media Platforms (Infographic) - http://www.melissaleiter.com/how-to-choose-social-media-platforms/ • The State of Marketing 2014 - http://www.exacttarget.com/resource- center/digital-marketing/2014-state-of-marketing-infographic • Understanding our Audience on LinkedIn - http://www.slideshare.net/SrividyaGopani/linkedin-audience-study
  • 18. Resources: Marketing Statistics • Content Marketing - http://www.exacttarget.com/blog/50-content- marketing-stats/ • 2014 Marketing Statistics - http://www.webdam.com/2014- marketing-statistics-infographic/ • 2014 Social Media & Marketing Statistics - https://smallbusiness.yahoo.com/advisor/83-exceptional-social- media-marketing-statistics-2014-160016146.html • Inbound Marketing Statistics - http://www.business2community.com/inbound-marketing/20- stunning-inbound-marketing-statistics-0937976#!bAUowk • Mobile Marketing Statistics - http://www.adknowledge.com/blog/statistics-to-justify-budget/
  • 19. Resources: Sites • City Data - http://www.city-data.com/ • Clickz - http://www.clickz.com/ • InternetLiveStats - http://www.internetlivestats.com/ • InternetWorldStats - http://www.internetworldstats.com/ • MarketingLand - http://marketingland.com/ • PewInternet - http://www.pewinternet.org/ • SearchEngineLand - http://searchengineland.com/ • StatisticBrain - http://www.statisticbrain.com/ • Target Marketing - http://www.targetmarketingmag.com/ • US Census Bureau - http://census.gov/
  • 20. Resources: Blogs • 11 Easy (But Insightful) Ways to Perform Market Research on the Fly - http://blog.hubspot.com/insiders/quick- market-research • 50 Questions That Helps You Define Your Target Market - http://www.jackpreneur.com/define-target-market/ • How Do I Reach My Audience? - http://chrisbrogan.com/reach/ • Personas: The Art and Science of Understanding the Person Behind the Visit - http://moz.com/blog/personas- understanding-the-person-behind-the-visit • The Social Media Hacker’s Guide to Creating Targeted Audience Groups - http://www.mashbout.com/social- media-hacker-guide/ ©Michelle Post, Ph.D., CSMS
  • 21. References Demographics. (n.d.). Retrieved from https://www.google.com/?gws_rd=ssl#q=definition:+demographics Entrepreneur.com. (n.d.). Target market [Blog post]. Retrieved from http://www.entrepreneur.com/encyclopedia/target-market Geographic. (n.d.). Retrieved from http://en.wikipedia.org/wiki/Geomarketing Leiter, M. (2014, February 11). How to choose social media platforms [Infographic]. Retrieved from http://www.melissaleiter.com/how-to- choose-social-media-platforms/ Psychographics. (n.d.). Retrieved from https://www.google.com/?gws_rd=ssl#q=definition:+psychographics Socio-graphics. (n.d.). Retrieved from http://wiki.answers.com/Q/What_are_socio-graphics Technographics. (n.d.). Retrieved from http://internetbusinessuk.com/target-perfect-audience-part-3-5/ ©Michelle Post, Ph.D., CSMS
  • 22. Michelle Post, Ph.D., CSMS ©Michelle Post, Ph.D., CSMS http://reachyourpotential.guru/
  • 23. #3RdTT Workshops for 2014 • Sept 16 - Creating a Social Media Campaign for Brand Awareness • Oct 21 - Content Curation Tools are Cool • Nov 18 - Keywords are Key • Dec 16 - How do you measure up? Performing a Self-Social Media Audit ©Michelle Post, Ph.D., CSMS