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Audience Research: Tools, Tactics, and Techniques

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Presented as a Marketing Masterclass at Digital Book World 2016, with the goal of providing book publishers and their staff -- marketers, publicists, salespeople -- with the digital marketing tools they need to understand readers and book buyers. Uses Sherlock Holmes books to demonstrate how to apply the following tools to book marketing:

Google
Google Trends
Google Auto Prompts
Amazon Auto Prompts
Soovle
ÜberSuggest
KeywordTool.io
Google Adwords
SEMRush
SimilarWeb
SEMRush
Google Similar Pages
Google Search
Google Analytics
Google Display Planner
BuzzSumo (Free Extension)
Goodreads
LibraryThing
Amazon
Quora
Reddit
Common Sense Media
Wikia
FollowerWonk
Demographics Pro
Facebook Audience Insights
Facebook Ad Interface
Twitter Audience Insights
Pinterest
Hashtagify
SumoRank

Published in: Marketing
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Audience Research: Tools, Tactics, and Techniques

  1. 1. Audience Research Tools, Tactics, and Techniques
  2. 2. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 2 2 Who am I? Logical Marketing is a data-driven marketing agency focused on audience-centric book and author marketing. We provide data, research, and insights to our clients to inform and guide their publishing efforts. Our products and services are specifically designed for the publishing industry and for publishing budgets. Learn more at: www.Logical-Marketing.com About The Logical Marketing Agency Mike Shatzkin @MikeShatzkin Peter McCarthy @PeterMcCarthy Jess Johns @JustJessJohns Founders and Principals
  3. 3. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 3 3
  4. 4. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 4 4 Let’s dive in! Source: http://cdn.chiefmartec.com/wp-content/uploads/2015/01/marketing_technology_jan2015.png
  5. 5. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 5 5 Nope. Let’s start here. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts. – Sherlock Holmes, A Scandal in Bohemia
  6. 6. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 6 Understanding the audience … •  Demographics: Who are they? –  Location, gender, ethnicity, income level, education level, marital status, profession, family makeup •  Psychographics: How do they think? –  What do they like, love, dislike? Do they have strong beliefs, opinions, or causes? How do they describe what they want? •  Behaviors: What do they do? –  How they spend their time? With who and where? 6
  7. 7. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 7 7 …using tools… Source: www.SmithsonianMag.com
  8. 8. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 8 …to identify and reach the most of the most right people. By forming and acting on hypotheses about who, what, when, where, how… 8 MR. GEEK IN THE STUDY, ON GOOGLE, ON iBOOKS WITH AN iPAD AND GREEK GODS... GEEK, JR. PRIOR TO ACCOMPLICE’S BEDTIME And sometimes why (see accomplice).
  9. 9. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 9 A note… 9 Our key tool: Chrome.
  10. 10. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 10 10 THE SUBJECT AND THE GOAL The Thing or Things We Are Promoting The Outcome(s) We’re Seeking
  11. 11. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 11 The Subject: Sherlock Holmes 11 The Sherlock Holmes works of Sir Arthur Conan Doyle Novels •  A Study in Scarlet (1887) •  The Sign of the Four (1890) •  The Hound of the Baskervilles (1901–1902) •  The Valley of Fear (1914–1915) Short Story Anthologies •  The Adventures of Sherlock Holmes (1891–1892) •  The Memoirs of Sherlock Holmes (1892–1893) •  The Return of Sherlock Holmes (1903–1904) •  His Last Bow: Some Later Reminiscences of Sherlock Holmes (1908–1917) •  The Case-Book of Sherlock Holmes (1921–1927) Goal: to reach potential book buyers and convert them to buyers/readers.
  12. 12. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 12 12 The Goal: Understanding the Customer Journey Discovery Consideration Conversion Relationship Ensure satisfaction Identify, understand, and . reach the most of the most . right people. Show them what they are . looking for if you have it Tell them why it is what they are . looking for in their language Editorial Marketing PR Sales Editorial Sales Marketing PR Editorial Sales Marketing Editorial Marketing Author/Brand How consumers find, engage, decide, and buy (or not), and read (or not)
  13. 13. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 13 13 SEARCH Some Free Analysis and Research Tools •  Google •  Google Trends •  Google Auto Prompts •  Amazon Auto Prompts •  Soovle •  ÜberSuggest •  KeywordTool.io •  Google Adwords •  SEMRush
  14. 14. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 14 14 “Data! Data! Data!” he cried impatiently. “I can't make bricks without clay.” – Sherlock Holmes, The Adventure of the Copper Beeches
  15. 15. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 15 Google Search 15 Shows us very quickly what is out there that is big enough to matter.
  16. 16. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 16 Google Trends We’ll check Google Trends…. “Sherlock holmes books”, “Sherlock holmes stories”, and The complete Sherlock Holmes (Novel). 16 Data: Google Search Volume, 2004 - Present Comparing search volume of terms and entities.
  17. 17. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 17 Google Trends Looking at regional hot spots. 17 Data: Google Search Volume, 2004 - Present Regional data is indexed to reflect “popularity.” For example, users in the Singapore and the United States have the same search “score” because they're equally likely to see searches for a given title coming from their population. However, they may not have the same number of total searches for the term.
  18. 18. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 18 Google Trends Which may differ within an author’s works. 18 Data: Google Search Volume, 2004 - Present
  19. 19. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 19 Google Trends Helping to “aim” our efforts. 19 Data: Google Search Volume, 2004 - Present
  20. 20. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 20 Google Trends •  We’re curious which of these novels enjoys the most search volume in Google. Comparing search volume for entities. 20 Data: Google Search Volume, 2004 - Present
  21. 21. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 21 Google Trends •  Where do these searchers live? Regionality – drilling in. 21 Data: Google Search Volume, 2004 - Present
  22. 22. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 22 Google Trends Regionality – getting granular. 22 Data: Google Search Volume, 2004 - Present
  23. 23. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 23 Google Trends Regionality – very granular. 23 Data: Google Search Volume, 2004 - Present
  24. 24. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 24 Google Trends Comparing against a category baseline. “sherlock holmes” search term against Books & Literature baseline here. 24 Data: Google Search Volume, 2004 - Present
  25. 25. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 25 Google Trends And, TV Shows & Programs 25 Data: Google Search Volume, 2004 - Present
  26. 26. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 26 Google Trends Media War! 26 Data: Google Search Volume, 2004 - Present
  27. 27. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 27 Google Auto-Prompts + Related Searches •  Google suggests search terms that are related to what you typed in •  These suggestions are based on what people most frequently search for •  Helps us understand the terminology people use AND what they’re most interested in Refining and Triangulating 27
  28. 28. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 28 Google Related Searches •  Searching for sherlock holmes 3 gives us another set of related terms. •  Turns out, it’s a possible new movie, but also related to the 3rd season of the series. Another level down 28 •  Searching for sherlock holmes series shows what people are most interested in. •  A 4th season, watching online, older versions of the series, and the cast. •  Searching for sherlock holmes books expands our understanding further. •  People want a list of the books in order.
  29. 29. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 29 Google Related Searches Diving into book titles 29 We want to finding keywords for specific titles: The Hound of the Baskervilles, The Sign of the Four, and A Study in Scarlet. Common themes appear immediately: PDF, Spark Notes, summary, quotes, characters … topics students would be interested in?
  30. 30. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 30 30 Google Auto-Prompts Exploratory…
  31. 31. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 31 31 Amazon Auto-Prompts Subtle differences
  32. 32. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 32 Soovle “One-stop shopping” for auto-prompts. 32
  33. 33. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 33 Übersuggest •  Übersuggest extends the usage of Google auto- prompts. •  The tool takes your base term, adds a letter or a digit after it, and extracts suggestions for it. •  You can also get suggestions based on shopping, recipes, news, and other “vertical search intentions” and results. Letter-by-letter suggestions 33
  34. 34. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 34 Google Adwords •  Google Adwords comes with a Keyword Planner •  Use it to get hard data for your keyword list •  Use it to get more keyword ideas More ideas and hard data 34 Now that you’ve found a bunch of keywords, see how often people actually search for them Get even more suggestions You must create an Adwords account and enter credit card information, but you DO NOT need to ever purchase/run ads.
  35. 35. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 35 Google Adwords •  Find out how often people search for your keywords •  Enter your keywords •  Select Targeting options Get Search Volume 35
  36. 36. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 36 Google Adwords •  High number of searches + low typically optimal •  The competition level is intended for paid ads, but it can be a useful indicator for organic searches. Get Search Volume 36
  37. 37. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 37 KeywordTool.io •  KeywordTool.io combines the function of ÜberSuggest and Google’s Keyword Tool. •  The paid version will give you suggestions plus search volume and competition. Best of both (for a price) 37
  38. 38. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 38 KeywordTool.io •  KeywordTool.io has an option for “Questions” •  One of the recent Google algorithm updates added more focus on questions that people ask in natural language, especially on mobile devices •  These are great ideas for landing pages or blog posts Questions 38 We would assume so!
  39. 39. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 39 39 WEBSITES Your Own and Others •  SimilarWeb •  SEMRush •  Google Similar Pages •  Google Search •  Google Analytics •  Google Display Planner •  BuzzSumo (Free Extension)
  40. 40. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 40 40 What one man can invent another can discover. – Sherlock Holmes, The Adventure of the Dancing Man
  41. 41. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 41 SimilarWeb Sherlockian.net shows up on Google page 1 for “Sherlock Holmes” so let’s see what we can find out about it. Websites Behind the Scenes 41 Using the free SimilarWeb Chrome Extension, we can get website traffic data for one site or a comparison of up to five sites.
  42. 42. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 42 SimilarWeb Sherlockian.net visitors mostly live in the United States. Visitor Locations 42
  43. 43. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 43 SimilarWeb Where do they come from and where do they go next? Book sites. Referrals 43
  44. 44. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 44 SimilarWeb The majority of this site’s traffic comes from search. Acquisition 44
  45. 45. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 45 SimilarWeb Top keywords driving to the site. Search – keywords and phrases 45
  46. 46. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 46 SimilarWeb These are similar sites in terms of content and rank, and can be additional sources of information. Similar Sites 46
  47. 47. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 47 SimilarWeb Based on other sites they visit. Audience Interests 47
  48. 48. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 48 SEMRush This Chrome extension is another great source of information about any website. Chrome Extension SEMRush 48 Top organic keywords sending traffic to the site Organic keyword competitors are good places to investigate
  49. 49. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 49 SEMRush We can get more details about keywords, traffic, and volume. Deeper Into Keywords 49
  50. 50. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 50 SEMRush A common question: How popular is a site? Are they worth looking at? (And, why do they rank higher than me?!?!) This is largely outside the scope of this discussion, but…there are lots of possible answers. LOTS! But one is frequently related to the number of backlinks the site has. Backlinks 50
  51. 51. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 51 Mozbar So, how “powerful” is a site or a given page? 51 Page & Domain Authority in SERP context.
  52. 52. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 52 Google Similar Pages Another Chrome extension, Google Similar Pages, finds similar pages to your current page. It’s another easy way to delve into visitor’s interests and find more websites to investigate. Find More Interests 52
  53. 53. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 53 53 Google Search Don’t forget a Google Search to find similar pages.
  54. 54. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 54 Google Analytics For when you own the site. 54
  55. 55. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 55 Google Analytics How did folks arrive? Where? And what did they do? 55
  56. 56. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 56 56 Google Analytics (A few) search terms.
  57. 57. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 57 57 Google Display Planner (A few) search terms.
  58. 58. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 58 58 BuzzSumo (Free Extension) What’s “popping?”
  59. 59. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 59 59 COMMUNITIES What people say Semantics, sentiment, data •  Goodreads •  LibraryThing •  Amazon •  Quora •  Reddit •  Common Sense Media •  Wikia
  60. 60. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 60 60 It is the unofficial force – the Baker Street irregulars. – Sherlock Holmes, The Sign of Four
  61. 61. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 61 Goodreads Related Shelves A Good Source of “What else do they like” info 61
  62. 62. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 62 62 Goodreads Title-specific insights: related books, genres, and lists
  63. 63. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 63 63 Goodreads Reader reviews Discover how readers talk about a book (or a comp), what they care about, and what else they connect it to •  “crime/noir/mystery” •  History of crime •  Forensic anthropology and profiling •  Holmes is “multifaceted” –  Boxer –  Violin player –  Chemistry experiments •  Patricia Cornwell’s Kay Scarpetta
  64. 64. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 64 64 Goodreads Similar authors Who else do they like to read?
  65. 65. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 65 65 Goodreads Similar authors
  66. 66. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 66 Goodreads •  People create lists of books they like •  If they like Sherlock Holmes, what else do they put on their lists? •  Browse around and discover Listopia 66
  67. 67. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 67 Goodreads •  Has potential to help us understand the mind of the reader and what they find important Quotes 67
  68. 68. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 68 Goodreads Groups 68
  69. 69. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 69 Goodreads Groups 69 Lots of stuff to poke around and discover …
  70. 70. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 70 LibraryThing Use LibraryThings’ tags and “tagmashes” in your investigation. Powerful Tool: Tags 70
  71. 71. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 71 LibraryThing •  The tags in LibraryThing’s system are entered by users •  Tagmashes are great for finding broad related areas •  Related subjects shows us more reader interests Tags, tagmashes, related subjects 71
  72. 72. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 72 LibraryThing Discover many more works that readers consider related to sherlock holmes and young adult Tagmash 72
  73. 73. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 73 LibraryThing Related Tagmashes 73
  74. 74. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 74 74 LibraryThing Book-specific tags and recommended titles
  75. 75. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 75 75 LibraryThing Author-specific tags
  76. 76. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 76 76 LibraryThing Related authors
  77. 77. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 77 Amazon Reviews Insight: people might be concerned about the age of the books A Source of Reader Language 77 Comparison to movie
  78. 78. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 78 Amazon Reviews Lots of keywords peppered throughout this review A Source of Reader Language 78
  79. 79. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 79 79 Quora Questions, answers, authorities…
  80. 80. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 80 80 Reddit Often esoteric…and just as often quite meaningful.
  81. 81. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 81 81 Common Sense Media CSM, parents, and kids…
  82. 82. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 82 82 Wikia Fans v
  83. 83. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 83 83 SOCIAL MEDIA Your Own and Others •  FollowerWonk •  Demographics Pro •  Facebook Audience Insights •  Facebook Ad Interface •  Twitter Audience Insights •  Pinterest •  Hashtagify •  SumoRank
  84. 84. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 84 84 He [Holmes] loved to lie in the very centre of five millions of people, with his filaments stretching out and running through them, responsive to every little rumor or suspicion of unsolved crime. – Dr. Watson, “The Resident Patient”
  85. 85. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 85 FollowerWonk •  With FollowerWonk, we can analyze a popular (Followership + Authority) Twitter account •  This is @sherlockology, an account focused on the BBC series with a large following @sherlockology 85
  86. 86. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 86 Followerwonk @sherlockology follower locations 86
  87. 87. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 87 Followerwonk How followers of @sherlockology describe themselves @sherlockology 87
  88. 88. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 88 88 Followerwonk
  89. 89. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 89 89 Demographics Pro Not free, but very useful and not terribly expensive.
  90. 90. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 90 Facebook Audience Insights The demographics between Sherlock Holmes books, series, and movies are very different. These screens focus on the interests of Sherlock Holmes and detective fiction to narrow down the audience. Sherlock Holmes + Detective Fiction 90 This audience is likely to be 18-34 (“millennial” range) To access Facebook Audience Insights, you must be logged-in to a FB account with management privileges for a Facebook page.
  91. 91. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 91 Facebook Audience Insights Sherlock Holmes + Detective Fiction 91 Lots of younger family groups
  92. 92. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 92 Facebook Audience Insights Sherlock Holmes + Detective Fiction 92 Common jobs show average working singles or young families
  93. 93. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 93 Facebook Ad Manager 93
  94. 94. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 94 94 Twitter Audience Insights
  95. 95. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 95 95 Twitter Ad Manager Get suggestions for related keywords/hashtags and Twitter brands
  96. 96. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 96 96 Twitter Ad Manager Recommended keywords / hashtags Enter a “seed” keyword or phrase to get suggested terms and hashtags to expand your reach
  97. 97. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 97 97 Twitter Ad Manager Find related @ handles and influencers
  98. 98. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 98 Pinterest •  With Pinterest, we can find long tail keywords •  Understand the semantic relationship between terms •  Pinterest users buy more than Facebook users Suggested Searches 98
  99. 99. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 99 Pinterest Ideas 99 Sherlock Holmes jewelry? This one has 473 pins. Popular related topics and tags
  100. 100. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 100 Pinterest Ideas 100 Art, fan art, drawings … who would have thought?
  101. 101. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 101 Hashtagify Find Related Hashtags 101 Investigate fans of this show too Another Spanish hashtag Spanish hashtag Both ebooks and paperbacks are here
  102. 102. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 102 Tagboard Find Related Hashtags – Cross-network 102
  103. 103. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 103 SumoRank SumoRank lets us check out the stats for a Facebook Page. Here we have the main page for the Sherlock BBC series – it has lots of good data to work with, being so popular. “Analyze What Works Best for a Page” 103
  104. 104. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 104 SumoRank What works best for the audience? In this case, it’s image posts. “Analyze What Works Best for a Page” 104
  105. 105. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 105 SumoRank These fans are most likely to engage with on a post on Saturday. “Analyze What Works Best for a Page” 105
  106. 106. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 106 SumoRank People are very happy about new episode releases J “Analyze What Works Best for a Page” 106
  107. 107. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 107 107 TECHNIQUE A suggested approach
  108. 108. Developed by The Logical Marketing Agency February 2016 UNDERSTANDING YOUR AUDIENCE 108 108 Get agile Photo: Marius Bugge Hedgehogs are Type A personalities who believe in Big Ideas—in governing principles about the world that behave as though they were physical laws and undergird virtually every interaction in society. Foxes, on the other hand, are scrappy creatures who believe in a plethora of little ideas and in taking a multitude of approaches toward a problem. They tend to be more tolerant of nuance, uncertainty , complexity, and dissenting opinion. If hedgehogs are hunters, always looking out for the big kill, then foxes are gatherers. – Nate Silver, The Signal and the Noise
  109. 109. Thank you very much. Questions? Peter McCarthy @PeterMcCarthy www.logical-marketing.com

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