Identify who to reach with your message on social media and how to engage them to maximize your social media platforms. Free data sources including Facebook Insights, Audience Insights and more are discussed.
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KNOWING YOUR AUDIENCE
Prepared for
AAF GREATER EVANSVILLE
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Hello!
I’m Rachael Powell
@rachaelcpowell
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Today, we’re talking about…
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Sort of…
• Who is your social media audience?
• What can you know about them?
• How does that help you connect with them?
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Who is your target audience?
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Who is your target audience?
• Start with easy stuff: Demographics
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Who is your target audience?
• Start with easy stuff: Demographics
• Then, what makes them tick: Psychographics
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Who is your target audience?
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Third Party Data Sources
• Pew Internet + American Life Project
• ComScore Data Mine
• eMarketer
• Nielsen
• Trade Media: AdWeek, Mashable, etc
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Third Party Data: Pew
PewResearch.org
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Third Party Data: ComScore Data Mine
ComScore.com/Insights/Data-Mine
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Third Party Data: eMarketer
eMarketer.com
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Third Party Data: Nielsen
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First Party Data: A/B Test
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More Options Coming Soon
“Facebook Finally Lets Its Firehose Be
Tapped For Marketing Insights Thanks To
DataSift…”
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Three Types of Data
• Party Data
• Third Party Data
– Pew Internet + American
Life Project
– ComScore Data Mine
– eMarketer
– Nielsen
– Trade Media: AdWeek,
Mashable, etc
• First Party Data
– Surveys
– Facebook Insights/Twitter
Analytics/LinkedIn Analytics
– Audience Insights
– Social Listening
– A/B Testing
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Agenda
• Who is your social media audience?
• What can you know about them?
• How does that help you connect with them?
✓
✓
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“Facebook Admits Organic Reach of Brand Posts Is
Dipping...”
“Facebook Has Finally Killed Organic Reach…”
“Facebook introduces 'Relevance Score' for ads…”
Why Relevance Matters
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Sort of…
Data helps you make smart
creative decisions.
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So what have we learned?
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So what have we learned?
Puppies!
(Party Data)
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So what have we learned?
Puppies!
(Party Data) Facebook + The Bachelor
(Third Party Data)
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So what have we learned?
Puppies!
(Party Data) Facebook + The Bachelor
(Third Party Data)
German Shepherd
(First Party Data)
Dog owners? Closer. We ruled out those pesky cats.
Breed, Height, Weight, Color, etc
Grain free or standard dog food? Sleep in their bed? Do they consider themselves a parent?
Data to the rescue.
Let’s start at the bottom.
Party data – unofficial term – is instinct. It comes from your gut. You might know it because a friend or a friend told you something. Or it came to you at a bar. Either way, it’s not based in research/data but you know it’s likely. For example, you know that if you like dogs, you think photos of puppies are cute. It’s a universally understood truth.
Don’t rely too much on this type of data, but some of that is ok. We can’t research everything.
Free sources!
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Nielsen Top 10
Mentions – volume
Mindset – Sentiment
Methods – where -- Not just where (site) but where (location, city, couch, BATHROOM)
Messages – actual words, terms used ---- mom/dad vs owners
Last but not least ----
Buzzsumo – top shared links around any keyword
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Challenge: Only our social community --- not customers or prospects
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Look at percent of audience matched
Let’s start at the bottom.
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That was a lot of info -- you promised me puppies.
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Goal is creating content people want to spend time with.