Developed for the Social Media Summit 2017 by the Mission Economic Development Corporation. Nov. 2017

1. Talking to the Right People
Quick Insights for Social Media
By Alex Garrido, UTRGV Social Media & Digital Marketing Manager
Social Media Summit 2017, Mission Economic Development Corporation.
Nov. 2017, Mission, TX
@MrAlexGarrido

2. We will cover
What is targeting?
How to identify your audience?
Developing a segmentation strategy.
Millennials.

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4. Something extremely valuable to a group of people might be completely
irrelevant to other groups.

5. Irrelevant content is
meaningless, even offensive, to
some people.

6. How to be successful on social media?
1. Create high quality content
2. Reach the right people at
the right time with the right
message.

7. Why do people use social media?
Everyone wants to entertain or be
entertained.

8. Knowing your audience and
what they like online is the
key.

9. Quick ways to understand your audience
● Create a quick in-person survey.
● Ask for feedback on social media.
● Leverage promotions and specials to collect information.
● Use Google Analytics Demographics data to create
“personas” or profiles of your customers.
● Use Google Trends to understand regional search
behavior.
● Leverage Facebook’s custom audience email upload to
discover what your customers are doing online.

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11. Use Facebook Audience Insights
● Gather all the emails and/or phone
numbers from your customers.
● Upload them to Facebook’s Custom
audiences.
● Facebook will attempt to find all
matching records.
● Use Facebook’s Audience Insights to
understand your audience better.

16. Ideas to segment your communications
● Leverage Facebook’s organic targeting options.
● Segment your messages by time of the day.
● Do not be afraid to post something only as an ad.
● Use Facebook “Insider Groups”
● Post Facebook Events and use them as “event message
boards”

17. UTRGV Facebook Student Group

18. Facebook Event Page

19. Overwriting
Factors for
Millennials
(Broad, personal, generalization)
This generation is not willing to
tolerate boredom.
Keep them engaged.
They do not want to be thought
of as customers but rather see
themselves as supporters.
Do not sell them items, sell
them causes.
Different set of priorities from
prior generations.
Emphasis in experience,
diversity, and
change/movement.

20. Additional Resources
● Life stage segmentation system, PersonicX Cluster
Perspectives: Link.
● What is my cluster (PersonicX)? Link.
● Social media sizing guidelines: Link.