My presentation from ClickZ Toronto. How can you target your campaigns on Facebook, LinkedIn and Twitter to find the audience most likely to react. What categories are good, what are not so good and what are some nifty tricks to get the most out of your PPC

1. the social sweet spot
aaron levy
director of ppc

2. seer.is/jobbies

3. @bigalittlea

4. 73% of internet users are
on social networks
pewinternet.org/fact-sheets/social-networking-fact-sheet/

5. 5
207 million users age
13+ in north america*
*source: really fuzzy math

6. 6pewinternet.org/fact-sheets/social-networking-fact-sheet/

7. 7pewinternet.org/2013/12/30/social-media-update-2013/

8. 8
61.1 million
50.1 million
197.4 million

9. 9flickr.com/photos/jasonparis/

10. 10
AGE
CAR
@bigalittlea
WORKPLACE
SMELL
COLLEGE
INTERESTMUSIC
JOB

11. 11flickr.com/photos/rhoadeecha/

12. 12
• flickr.com/photos/throwingstars/

13. find your sweet spot

14. remember:
these are
people

15. 15@bigalittlea

16. 16
a jillion* different
targeting categories
*number may be approximated@bigalittlea

17. resist the
urge
flickr.com/photos/tropicaliceberg

18. they‘re not
all good
@bigalittlea

19. 19
job title
skillsage
@bigalittlea

20. 20
sorta?
back in
the day?
nope.

21. 21

22. 22
job title
skillsage
@bigalittlea

23. partner
network
@bigalittlea

24. 24
job function
company
name
groups
@bigalittlea

25. company
size
flickr.com/photos/joeshlabotnik/

26. 26
pick the right
sized target
• flickr.com/photos/imelda/

27. 27
bigger ask?
pick bigger
companies
flickr.com/photos/donhomer

28. 28
right company size
decision makers
active
=
@bigalittlea

29. 29

30. 30
workplace
broad
category
friends o
friends
@bigalittlea

31. great.

32. 32
workplace
broad
category
friends o
friends
@bigalittlea

33. 33
workplace
broad
category
age
@bigalittlea

34. partner
categories

35. 35
education
age
precise
interests
@bigalittlea

36. 36
right demographic
has money
active interest
=
@bigalittlea

37. 37@bigalittlea

38. 38

39. 39@bigalittlea

40. 40
keywords in timeline
interest
search results
age
gender
blah
@bigalittlea

41. similar to
followers

42. 42
reach followers of competitors

43. 43
twtrland
@mbwdimarco

44. 44@bigalittlea

45. 45
little bird
@katypit

46. 46
find new influencers
seer.is/littlebirdz
@bigalittlea

47. 47
demographics pro
(@mmstll)

48. 48@bigalittlea

49. 49
followerwonk
@harrisneifield

50. 50@bigalittlea

51. find YOUR
happy place

52. let‘s get weird

53. retargeting

54. 54
FBX = good*

55. 55
*…if you’re
responsible

56. 56
twitter = yeesh.

57. custom
audiences:
a little funky
flickr.com/photos/mckln/

58. 58
don't:
dump your email
list and go nuts

59. do:
cross &
upsell
re-activate
push
flickr.com/photos/jflinchbaugh

60. extra stalky
bonus trick

61. seer.is/jobbies