To mark Social Media Day 2017, Strategy Partner, Laura Haggerty, was asked to address the BIMA community in how she uses social media as a planning tool. She shares an overview here, providing details of how taking an audience-insight led approach to marketing and media strategy will deliver huge benefits. Read the accompanying blog here: http://www.dogdigital.com/thoughts/supercharging-strategy-the-role-of-audiences/

1. #SMDay | @dogdigital
Superchargingstrategy:Theroleofaudiences.

2. Audience-ledstrategyhas
beenaroundforawhile,but
toooftenouraudience
understandingisbasedon
infowhichis:
 Vague,
 Outdated,
 Notdata-led.
#SMDay | @dogdigital

3. Astrategywhichmissesthemark,
anddoesn’tgettheROIyouwant.
The Result:
#SMDay | @dogdigital

4. Audienceinsightisthe
mostvaluablestrategic
toolforsuccess.
#SMDay | @dogdigital

5. Audienceinsightcantransformyourapproach!
 Compete with brands more effectively for
audience attention on saturated networks.
 Personalise the user experience with
messaging which resonates with each group’s
needs.
 Choose channels where your audience is most
active and likely to engage.
#SMDay | @dogdigital

6. Howdowegetthere?
#SMDay | @dogdigital

7. Sociallisteningisthenew
focusgroup.
In fact, it may even be better than a focus group!
 Information collected is unprompted.
 More lifestyle information than any other
channels.
 Analyse users’ day to day social activity.
 Look beyond your existing audience for new
groups to tap into.
#SMDay | @dogdigital

8. #SMDay | @dogdigital
Brand
conversation
Topic
conversation
Audience
Insight

9. Distinguishbetweenyour
currentaudienceandother
potentialaudiences.
Consider:
 Where each audience group is in their
consideration journey
 Whether their perceived needs are different as
a result
 What the crucial info they need to know is
#SMDay | @dogdigital

10. Goingbeyond
demographics:Lookto
gatherdataavailableon
nativesocialchannels.
 What’s their outlook? Are they positive-thinkers?
 What do they use social media for? What are they
discussing?
 What language and tone do they use and respond
to?
 What user problems do they have?
#SMDay | @dogdigital

11. Puttingthe theoryintopractice:
Reviewperceivedaudiencegroupsaspart ofadigital
strategyoverhaul– findoutwhatcontenttheywantto
see.
#SMDay | @dogdigital

12. The solution:
Using Talkwalker, we:
#SMDay | @dogdigital
Identified topics to monitor
Shortlisted users by criteria
Gathered raw data
Segmented data into categories
Developed personas

13. Theinsight: 6core
persona groups were
identified:
For each persona, we understood:
 Who they are
 What they like
 Their outlook
 How they describe themselves
 Political affiliations
 What they talk about
 Pain points
#SMDay | @dogdigital

14. Howdoweputwhatwe’velearnedintopractice?
#SMDay | @dogdigital

15. Useittoinformchannel
strategy.
You should take into consideration:
 Are your new audience groups highly active on
a channel that you aren’t?
 Should you change the weighting of focus on
your channels accordingly?
#SMDay | @dogdigital

16. Don’ttreataudience
groupsasthesame!
 Particularly important for campaigns!
 Don’t be tempted to homogenise social content
and expect the same content to resonate with
each group
 Use insight into user interests to come up with
creative ways to get your key messages across
#SMDay | @dogdigital

17. Usepaidcontent
amplificationtodivideand
conquer.
 Great way to attract the prospective audiences
identified
 Create content with that group in mind
 Make use of robust targeting options on social
network to reach them
 A/B test messaging and tone!
#SMDay | @dogdigital

18. #SMDay | @dogdigital
Usetheinsight totransform thewhole customer experience.
Socialchannels arejustthe beginning!
Lookbeyond social channels andconsider how youcanmake
content moreimpactful ateachtouchpoint.