This is a presentation about targeting your social marketing. When using social media to advertise your product/business, you need to keep your audience in mind. That being said, being able to reach your target audience effectively will allow for a successful social marketing campaign.

1. Targeting Your
Social Marketing

2. What is Targeting?
• Refers to tailoring your advertisements to reach a certain
segment.
• Numerous traits are factored into the process including:
• Demographics
• Psychographics
• Behavioral Variables

3. What about us?
• We will be focusing on two areas:
• The use of analytics
• The effect of visual content

4. Analytics

5. What Are Analytics?
• Involves studying past historical data to
• research potential trends
• analyze the effects of certain decisions or events
• to evaluate the performance of a given tool or scenario.
Goal: to improve the business by gaining knowledge, which can be used to make
improvements or changes.

6. What Are Social Media Analytics?
• Refers to the approach of collecting data from social media sites and blogs
and then evaluating that data
• Goes beyond the usual monitoring or a basic analysis of retweets or “likes” to
develop an in-depth idea of the social consumer
Goal: get to know the customer base on a more emotional level to help better
target customer service and marketing

7. How they help you target: Demographics
• You need to reach your intended audience
• If your products are made specifically for one gender, your typical
customer skews heavily toward a specific age group, or your
customer has a specific parental status, you can use demographic
targeting to reach the people who’re most likely to buy your products

8. How they help you target: Demographics
• You need to customize your ad
• You might want to market your business
differently to people who are in different
age groups and life stages. With
demographic targeting, you can bid
differently or have ads unique to each
group of customers.

9. How they help you target: Demographics
• You need to refine your targeting
• Demographic targeting can be combined with any targeting strategy on the
Google Display Network to reach your customers. If you want to prevent
people from specific age ranges, genders, or parental status from seeing
your ads.

10. How they help you target: Psychographics
• Describes a market in terms of having similar attitudes, values, or lifestyle
• Two people could have complete different demographics but fit into the same
psychographic segment
• Some of the major factors that affect psychographics are:
• Personality Traits
• Lifestyles
• Opinions, attitudes, interests & hobbies
• Degree of loyalty

11. Facebook Analytics
• One of the most widely used platforms for advertisers
• Offers Insights which keep track of page/post activity
• Can pay to increase your engagement

13. Twitter Analytics
• With Twitter analytics, you can see impression numbers—i.e., the number of
individual people who noticed my tweet.
• You can get even more detail with breakdowns of when and where each of
these impressions happened.
• Twitter analytics tells you where on the tweet and where on the network that
someone clicked or engaged with your tweet

14. Twitter Analytics
• The top 10 interests of your followers
• Your follower breakdown by region
• Who your followers follow
• Engagement rate: which posts resonate the most
• Tweetreach, including your retweets
• Discover your most significant sharers
• Impressions by time of day
• Best days for total engagement and engagement rate

15. Twitter Analytics

16. Twitter Analytics
What do you believe are the most important twitter analytics
The most helpful report in my experience is engagement
rate. It tells you the relative value of the engagement
numbers you see.

17. Instagram Analytics
• Relatively new in regards to sponsored/paid posts
compared to the other platforms
• Just began self-serve advertising platform worldwide
in 2015
• Does not have its own analytics dashboard for users
and brands to measure the engagement and
effectiveness of their posts

18. Top 5 Programs for Instagram Analytics

19. Visual Content

20. What is Visual Content?
• Any type of picture, video, or other media that we can see
• In advertising, it is the visual component associated with the ad
• It is estimated by 2018, 84% of communication will be visual

21. Why is it so important?
• Researchers found that colored visuals increase people's willingness to read
a piece of content by 80%.
• When people hear information, they're likely to remember only 10% of that
information three days later. However, if a relevant image is paired with that
same information, people retained 65% of the information three days later.
• Visual content is more than 40X more likely to get shared on social media
than other types of content.

22. Why did that post catch your eye?
• 81% of people only skim through content
they read online
• People only read 20-28% of words
• Posts with images engage 650% more
people than those that are strictly text
• Having an eye catching visual is crucial
to getting the viewers attention

24. “On average, only 1 out of 5
readers gets beyond your
headline.”
- David Ogilvy, “The Father of Advertising”

25. How to Create a Headline
• Headlines have to be a powerful package:
• Tell the story
• Entice people to read
• Persuade them to share
• Top two formats of headlines are
• Headlines which include a number
(30 Ways to Make Drinking Tea More Delightful)
• Headlines which address readers
(Ways You Can Make Drinking Tea More Delightful)

26. How to Create a Headline
• Give readers the information they’re actively seeking. In
other words, “They ask, you answer”
• “How Much Does a Fiberglass Pool Cost”
• Upworthy asks their writers to create at least 25
headlines for every article

27. References
https://www.advertising.com/advertiser/targeting
https://www.techopedia.com/definition/13853/social-media-analytics-sma
http://www.newstalk.com/Instagram-trumps-Twitter-in-advertising-stakes
http://www.socialmediatoday.com/social-networks/peteschauer/2015-07-11/5-best-free-instagram-analytics-tools
http://www.businessdictionary.com/definition/analytics.html
http://www.socialmediatoday.com/content/why-headlines-came-rule-content-marketing-world
http://www.socialmediaexaminer.com/how-to-craft-headlines-that-draw-people-to-your-content/
http://www.inc.com/larry-kim/visual-content-marketing-16-eye-popping-statistics-you-need-to-know.html