The document discusses the importance of utilizing social insights to target advertising effectively, emphasizing that understanding customer preferences and behaviors can significantly enhance campaign success. It highlights the use of Facebook's Audience Insights tool to gather detailed demographic and behavioral data, enabling marketers to create more resonant messages. Additionally, it points out that traditional ROI metrics may not fully capture the value provided by social media efforts across customer relationships.

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

2. @insidecurrent
@atrumb

3. @insidecurrent

4. @insidecurrent

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

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7. @insidecurrent

8. 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

9. 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.
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Social Insights: Conversations

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

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12. 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.
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13. 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.
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14. Facebook: Audience Insights
@insidecurrent

15. 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

16. 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

17. 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.
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18. Facebook: Audience Insights
Data is divided into six main tabs:
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19. Facebook: Audience Insights
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20. Facebook: Audience Insights
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Affinity: likelihood of a
segment being in this
audience over the average
Facebook user.

21. 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

22. Facebook: Audience Insights
@insidecurrent

23. Facebook: Audience Insights
@insidecurrent

24. Facebook: Audience Insights
@insidecurrent

25. 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

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

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Facebook: Goals
News Feed
Right Hand
Mobile vs. Desktop

28. Facebook: Advertising
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29. Facebook: CTA Buttons
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Web Clicks
Conversions

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Facebook: Advertising

31. Facebook: Right Hand Ads
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32. Sidebar Ads > Fewer Ads > More Competition > Higher
Ads will also become more effective
Facebook: Right Hand Ads
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33. of your ads diligently, you can limit waste and focus bud
s will differ depending on the audience and placement o
Facebook: Reporting
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34. Facebook: Reporting
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35. Twitter: Insights
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Ads Dashboard
Follower Activity

36. Twitter: Insights
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37. @insidecurrent
Twitter

38. @insidecurrent
Twitter: Remarketing

39. Twitter Cards
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40. LinkedIn
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Sponsored Posts
Ad Network

41. Instagram Insights

42. • 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
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43. ALWAYS monitor your results
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44. Questions?
angela@current360.com
Angela Trumbaturi
current360.com