A new whitepaper from Nuke gives you the essentials of social retargeting. What it is, how it works, and how it can help your brand get results with social. Understand how online behavior has changed in recent years, and how the rise of social networks represents a huge opportunity for brands to learn more about their clients and prospects, and to use that data to reach them better through social retargeting.
What is retargeting?
Retargeting online comes in various forms. It could be basically deﬁned as the targeting of
speciﬁc users based on their previous online activities.
Retargeting is not brand new, but recently it has become one of the more powerful tools in
marketers’ arsenals. One of its most appealing aspects is the increased click-through rate
retargeted ads often generate. Compared to buying ad space on a website or targeting
based on criteria like general user demographic information, retargeting goes after prequaliﬁed prospects, those who have already visited or taken a speciﬁc action on your webbsite, or who, in the case of search retargeting, are interested in your ﬁeld enough to search
for it. Meaning it results in a higher CTR and eventually higher conversion rate.
"But it’s clear that there’s a wealth of
possibilities in terms of retargeting that have
yet to be really tapped by marketers"
Diﬀerent ways to retarget
Probably the most widely used form of retargeting is site retargeting. Site retargeting
occurs when a user visits a commercial website, or a speciﬁc part of or page of a commercial website. If the site owner “drops” a cookie in the person’s browser, the site owner will
still know who that person is after he has left the site. The site owner can use that information to show targeted advertisements to that person—for example, if the person visited a
product page, the site’s marketing team can show that person an ad for that target, through
There is also search retargeting—which, like site retargeting, involves tracking, in this
case, which users have searched for what terms. People who have searched for terms that
relate to your ﬁeld or your brand can be targeted for ads based on those original search
The potential of social
Site and search retargeting has been a big boost for a lot of brands online. But it’s clear that
there’s a wealth of possibilities in terms of retargeting that have yet to be really tapped by
Social media has become absolutely central to the average internet user’s online experience. Brands began build their presence on social media years ago. But in recent years
they have become more and more active in their role on social media. Far from simply creating a social media presence and hoping that fans would come to them, they have taken
control of their identities, creating communities that create, share and grow around a
"There is a great deal of opportunity to
connect with consumers and a great deal of
information to be gleaned"
A shift in online behaviour
Behaviour has changed online, signiﬁcantly and measurably, over the last several years.
It’s important to understand the extent to which social networks have now become integrated into people’s lives.
Facebook is still the most popular social network in the world. It counts over 1.15 billion
users, (of whom, in the U.S. 78% are active on mobile) who upload a total of 2.5 billion
pieces of content a day. In the U.S. those mobile users spend an average of 11 hours a
month on the social network. Social networks in general attract 27% of the total amount
of time spent online. And brands have begun to realize just how central social networks are
to the average internet user. There are now 15 millions brands on Facebook, and Facebook
works with every one of Ad Age’s Global 100 advertisers.
The rise of social media, and its adoption by the average internet user has increased the
amount of information that most people share online signiﬁcantly.
Why social media is such
a rich source of data
Social networks are designed for exchange. People come to share news, stories, viral
content, opinions, professional tips—anything that’s important to them—on social
networks. Not to mention all the information on their interests and other aspects of their
personality that are crucial to many people’s experience social networks through user
As users spend more time online, and more time sharing and consuming content on social
networks, there is a great deal of opportunity to connect with consumers and a great deal
of information to be gleaned. Behaviour is traceable. Social graph actions allow you to
understand not only individual interactions from speciﬁc users but also patterns for multiple users and groups. Brands present across multiple social networks have, if they
possess the right data collection tools, unprecedented potential to understand the “fan
journey” online—their trajectory across the brand touchpoints for fans across the social
Data generated can combine information like interests and other personal information,
demographic data, and all behavioural information. First, this data, provided you have the
correct tools to collect an understand it, gives you a full picture of your online communities, the people who are implicated in your brand, whether they are already clients or are
simply open to your brand content. Once you understand these users, you greatly
increase the potential of reaching them with a timely, eﬀective message.
A powerful new
tactic to help
Putting data to use—Social retargeting
Socially-generated data can be enormously eﬀective in helping you reach your marketing
This data also opens the possibility of an entirely new type of retargeting: social retargeting. Social retargeting, like search or site retargeting, relies on information from those who
have interacted with your web presence. However, because of the nature of social
networks and the behaviour of typical users on them, social retargeting oﬀers a great deal
of potential to marketers.
As users interact with brands across the social web, they leave footprints; with the right
tools, brands are better able to understand the online journey of their fans. Knowing
where, when and how fans interact with a brand on social opens the door to better targeting, on and oﬀ social media. For prospects who interact with a brand on social media, a
history of interactions can reveal their position in the purchase cycle, allowing you to
reach them with the right message at the right location.
A tool to drive conversions
Eﬀectively leveraging social data can positively impact your marketing activities across
paid, earned and owned media channels.
In terms of paid media, Facebook’s ad targeting tools already allow you to target ads based
on user interests. Collecting social data on your online communities across multiple social
networks will allow you to further reﬁne the targeting of your campaigns and improve the
eﬀectiveness of this type of ad purchase. The same goes for Twitter, the better you understand your online communities through social data, the better your ads will be targeted,
which will increase your CTR and help you drive conversions.
Social data can also form the basis of custom content or oﬀers for speciﬁc segments of
fans, prospects and clients. Not only demographic and behavioural data, but data related
to the interests of speciﬁc users and groups of users can help you craft custom content
that’s more engaging, and helps build a relationship between your brand and your online
Across all channels, users are being bombarded with more and more content on a daily
basis. When done correctly, social retargeting ensures that your brand content is more
relevant to the person who’s going to see it. This means more engagement and a greater
overall impact, helping you reach your marketing goals.
Nuke is the ﬁrst comprehensive social data management platform.
Nuke was created to help brands and agencies increase the impact
of their social media marketing activities. Launched in 2013, It is
used by over 150 top brands and agencies worldwide to enhance
their presence on social.
To learn more about Nuke get in touch with us at: email@example.com