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Using Social Insights
To Fine Tune Your
Advertising
AAF Louisville, @adfedlou
Angela Trumbaturi, @atrumb

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@insidecurrent
@atrumb

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@insidecurrent

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@insidecurrent

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@insidecurrent
The most effective ad can fail if it doesn’t
reach the right audience.

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@insidecurrent

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@insidecurrent

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Social Insights
Social media can give you insight
into your customer base.
Discover what your customers like,
what they are interested in,
who they are, habits.
@insidecurrent

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In the food and beverage category for example,
only 5% of conversations mention a brand.
The opportunity is to understand the other 95% where
the most powerful communication and innovation
insights are found.
@insidecurrent
Social Insights: Conversations

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Blogs
Message Boards
Facebook Pages
Twitter Searches
LinkedIn Groups
Instagram Hashtags
@insidecurrent
Social Insights: Conversations
Online conversations
leave a permanent trail
that allows us to explore
consumers’ worlds in
constantly changing
ways.

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@insidecurrent

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Facebook Advertising
Ads Manager & Power Editor are the tools
that let you customize the audience you
want to target in
your campaign.
They don’t give you any insights for that
audience before running with it.
@insidecurrent

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Facebook: Audience Insights
A tool to help you target your
Facebook ads more effectively.
Learn more about the people your ad reaches
before you spend money on it.
@insidecurrent

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Facebook: Audience Insights
@insidecurrent

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Facebook: Audience Insights
Get to know the people who matter to your
business, so you can understand what matters
to them.
Their locations, interests & behaviors.
Create messages that will resonate.
@insidecurrent

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Facebook: Audience Insights
Self-reported data:
This is data gathered as people share on their personal
profiles. It includes liking inside Facebook, relationship
status, job, education level, etc.
@insidecurrent

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Facebook: Audience Insights
Off-Facebook data:
Collected by companies such as Acxiom,
Epsilon & Datalogix.
Purchasing behaviors, home market value, household income
and more.
*Pay attention to the % of audience matched at the bottom of
each chart. This external data is matched to Facebook user
IDs.
@insidecurrent

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Facebook: Audience Insights
Data is divided into six main tabs:
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Facebook: Audience Insights
@insidecurrent

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Facebook: Audience Insights
@insidecurrent
Affinity: likelihood of a
segment being in this
audience over the average
Facebook user.

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Facebook: Audience Insights
Page Likes: Facebook pages that are likely to be
relevant to your audience based on Facebook page
likes.
Great way to find other relevant sources
in your niche.
@insidecurrent

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Facebook: Audience Insights
@insidecurrent

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Facebook: Audience Insights
@insidecurrent

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Facebook: Audience Insights
@insidecurrent

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Facebook: Audience Insights
Custom audience: Populate an existing
custom audience to analyze it (email, phone).
Connections: Include or exclude your own fans.
Advanced: Filter for behaviors, language, relationship status,
education, work, financial, home, market segments, parents,
politics, life events & device owners.
@insidecurrent

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@insidecurrent
Facebook: Ads
Most online advertising reaches only 38%
of its intended audience.
Facebook’s average is 89%.
*Nielsen, 2013

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@insidecurrent
Facebook: Goals
News Feed
Right Hand
Mobile vs. Desktop

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Facebook: Advertising
@insidecurrent

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Facebook: CTA Buttons
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Web Clicks
Conversions

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Facebook: Advertising

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Facebook: Right Hand Ads
@insidecurrent

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Sidebar Ads > Fewer Ads > More Competition > Higher
Ads will also become more effective
Facebook: Right Hand Ads
@insidecurrent

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of your ads diligently, you can limit waste and focus bud
s will differ depending on the audience and placement o
Facebook: Reporting
@insidecurrent

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Facebook: Reporting
@insidecurrent

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Twitter: Insights
@insidecurrent
Ads Dashboard
Follower Activity

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Twitter: Insights
@insidecurrent

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Twitter

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Twitter: Remarketing

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Twitter Cards
@insidecurrent

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LinkedIn
@insidecurrent
Sponsored Posts
Ad Network

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Instagram Insights

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• Traditional marketers typically calculate return based on investment
and what it brings to the bottom line
• Social media campaigns require assessing different metrics
• ROI isn’t everything; that doesn’t mean you can’t measure
• To reduce the impact of social to a revenue number fails to account
for the significant business value it delivers
• Remember: social delivers across the entire lifecycle of customer
relationships
Measuring Success
@insidecurrent

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ALWAYS monitor your results
@insidecurrent

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Questions?
angela@current360.com
Angela Trumbaturi
current360.com