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Marketers, Rev Your Engines: Facebook Topic Data is Available Now

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Marketers who want their message to stand out from the noise today are seriously challenged. To create truly compelling content that resonates with the right audience, you need a serious edge. Marketers have had great insights into paid Facebook content and corporate-owned pages, but never what people share and engage with directly in their news feeds. How should marketers today curate effective content for their relevant audience?

With insights from Facebook topic data you can get the edge you need

Topic data is what people share and engage with directly in their Facebook news feeds, and for the first time it is now available through a number of DataSift certified social companies and agencies listed on our partner portal. This is the first time that you as a marketer or agency can define a topic (your brand, competitors, events, etc.) and understand the audience around that topic.

Jason Rose, DataSift's SVP Marketing, will host our next live webinar where brand marketers and agencies will learn:

How Facebook topic data enables you to understand more about your target audience
About new strategies to reach targeted demographics that we revealed for a major automotive launch using analyzing topic data
How you can be one of the first to begin leveraging topic data from Facebook’s 1.44 Billion monthly active users
Spaces are limited, so sign up to save your seat today!

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Marketers, Rev Your Engines: Facebook Topic Data is Available Now

  1. 1. Marketers, Rev Your Engines: Facebook Topic Data is Available Now Slideshare
  2. 2. Jason Rose SVP Marketing DataSift
  3. 3. Summary and Q&A Examples How topic data works Introducing Facebook topic data Agenda 1 2 3 4
  4. 4. Introducing Facebook topic data 1
  5. 5. 1.49 BILLION PEOPLE 2+ MILLION ACTIVE ADVERTISERS
  6. 6. Facebook Topic Data
  7. 7. Surfacing Insights across Facebook Facebook Page Topic Data Posts, Likes and Comments on brand-owned page globally Posts, Likes and Comments on Facebook
  8. 8. What’s on your mind? Anonymized and Aggregated Facebook Topic Data 8 CONTENT DEMOGRAPHICS LIKES and SHARES Anonymized and aggregate topic data • Posts • Pages Posts Plus engagement data • Likes on Posts • Shares on Posts • Comments (no text) on Posts Data enriched with • Demographics • Topics • Sentiment
  9. 9. 9 Gender Age Range Location Male Female 18-24 25-34 35-44 45-54 55-64 65+ Country State / Region Self-declared, not derived. API enables exploration of audience segments PYLON (the DataSift Index) stores demographics for each interaction, enabling exploration of different demographic audiences. Demographics on every Post, Like, and Comment User-provided data enables demographic analysis of the audience engaging with content. Demographics on Posts and Engagement Data
  10. 10. 10 How It Works PYLON : The DataSift API for Facebook Topic Data TM
  11. 11. Privacy-First Data Management Controls Social data never leaves Facebook Social data is processed by DataSift technology running inside Facebook’s network. User-identity is removed before processing User identity is removed from social data before processing by DataSift technology. Results provided in aggregate, anonymized. Only summary results containing a minimum audience size are delivered by DataSift. 30-day retention period for underlying social data Data deleted from DataSift’s technology after 30 days. Prevents analysis of minors Minimum age applies for data collected for analysis.
  12. 12. How it Works 12 DataSift platform connects to the real-time feed of Posts, Comments, Likes. 2 • CATEGORIZE Filtered data can be classified with customer- specific rules. 4 • QUERY The Index is sub-queried and further processed using CSDL against 60+ attributes. 5 • ANALYTICS Aggregated and anonymized data returned for developers to create applications, analysis and visualizations. Each customer defines their specific filter based on their criteria. 1 • FILTER Filtered and categorized posts and engagements are indexed into a real-time analysis engine. 3 • INDEX
  13. 13. Examples4
  14. 14. 14 Insights can be used to improve Content and Creative: Focus on areas that resonated. Ad Targeting: Reach : Discover new audiences An automotive brand launches a major advertising campaign across multiple channels for a new vehicle. Problem: How can they use Facebook to measure audience reaction and response to the product? • What are people most/least excited about ? • Is price major topic ? Or performance? • What content is getting most engagement, and what which demographics? • What audiences are expressing an intent to purchase? Measure audience response to a product launch. Visualized using Tableau Example: Understanding Audience Reaction
  15. 15. 15 Demonstration
  16. 16. Project Surfaced Media and Audience Insights 16 Automotive Product Launch Analysis Understand what content about the vehicle is most popular across the US. Measure Impact of Media Strategy Identify the mainstream media content that’s trending in each geography and with different audiences. Identify Intent within Facebook Posts Use VEDO classifiers to categorize how many posts express interest, evaluation or intent to purchase. 35-44 25-34 45-54 55-64 18-24 55-64 45-54 35-44 65+ 25-34 45-54 35-44 25-34 55-64 65+ 65+ 35-44 25-34 45-54 55-64 18-24 35-44 45-54 25-34 55-64 65+ 0 35000 70000 105000 140000 Male Female Traction of examiner.com within 45yr+ demographic Product Launch
  17. 17. Surfacing Intent to Purchase 17 Number of unique authors Sharing Product Content Expressing Intent to Purchase Discussing Product Features Discussing Price 0 6000 12000 18000 24000 Surfacing Product Intent with VEDO Analysis surfaces the intent expressed by Facebook users that shared content. Enables Manufacturer to create content that resonates with Facebook audience and target to demographics that have higher propensity to purchase. Example of Simple Classifier to tag posts that include text related to purchase intent.
  18. 18. Brand by Age and Gender 18 Brand Volume by Age & Gender 18-24 24-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 55K 50K 45K 40K 35K 30K 25K 20K 15K 10K 5K 0K Interactions Male Female Understand how your audience is segmented Age, gender and geographic information is available on almost every post, comment, like and share Self-declared demographics give greater accuracy Tailor your messaging, offering and even your product Play to your strengths or fill gaps
  19. 19. Interactions Over Time 19 Analyse the impact of events How events change online behavior can help your business planning. Understanding historic impacts can help you be proactive when events repeat themselves Spotting changes in the public mood can help you be reactive and change course rapidly
  20. 20. Topic Cloud 20 Discover the topics your audience are sharing Every post is reviewed against Facebook’s Open Graph taxonomy These topics are constantly updated and evolving Topic analysis pinpoints which brands, products and concepts are mentioned most often Filter by sentiment to see which topics are most often mentioned positively or negatively Topic analysis also surfaces the issues you didn’t know you should be interested in
  21. 21. 21 Domains Understand influential media Query domains to discover your influencers Find who is most effectively delivering your message Slice and dice by demographics to determine which outlets can hit your target audience Use your own classifiers to customize your audience
  22. 22. Summary5
  23. 23. Partner Listing
  24. 24. THANK YOU

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