This presentation is an overview of the many possible ways to locate your Target Market (Audience) on the various social media platforms. This was presented to the awesome group of individuals at Third Tech Tuesday (#3RdTT) at the Castle Rock Chamber of Commerce.

1. Social Media: Finding Your Target Market
Michelle Post, Ph.D.
Certified Social Media Strategist
PDF Available: slideshare.net/mpostphd

2. Lessons to Learn
©Michelle Post, Ph.D., CSMS
What is a
Target Market?
Why is
Knowing Your
TM Important?
Finding Your
Audience on
Pinterest
Finding Your
Audience on
TW
Finding Your
Audience on FB
Finding Your
Audience on
G+
Finding Your
Audience on LI
The Types of
“Graphics”
Personify &
Empathize

3. What is a Target Market?
Traditional Definition
“A specific group of
consumers at which a
company aims its products
and services”
(Entrepreneur.com, n.d.,
para. 1)
Today’s Definition
• Helping others with their
success, whether it is via a
product or service.
• It’s not about the selling, its
about the caring.
• Solve a problem.
• Ease a pain.
• “See a need, fill a need”
(Rodney Copperbottom,
Robots)
©Michelle Post, Ph.D., CSMS

4. Why is Knowing Your TM Important?
©Michelle Post, Ph.D., CSMS

5. The Types of “Graphics”
• Demo-Graphics - Statistical data relating to the population
and particular groups within it
• Psycho-Graphics - The study and classification of people
according to their attitudes, aspirations, and other
psychological criteria, especially in market research
• Socio-Graphics - The characteristics that influence the way
people receive and perceive messages
• Geo-Graphics – The use of geolocation (geographic
information) in the process of planning and implementation
of marketing activities
• Techno-Graphics - How the does population uses technology.
• Social-Graphics – How social is your audience and where are
they online
©Michelle Post, Ph.D., CSMS

6. Personify & Empathize
Personify Your Audience
• Give your audience a name, (e.g.,
Lily)
• What is their age?
• Where do they work?
• What is their lifestyle?
• Are they techno-savvy?
• Do they a spouse, kids, or pets?
• What do they look like?
• Create an avatar of what your
audience may look like (Hint:
Fiverr.com)
• The more you can personalize your
audience, the more you can
connect with them.
Empathize With Your Audience
• Use an empathy map
• No your audiences pain point
• “What matters is not what we
find interesting, but what our
target audience does” (The
Measurement Standard, 2014,
para. 13).
• “The essence of social media
is knowing your audiences and
engaging them in something
they love” (as cited by
Michelle Wright, 2014, para. 1)
©Michelle Post, Ph.D., CSMS

7. Finding Your Audience on FB
• Facebook Pages
• Facebook Groups
• Facebook Page Insights
– Demographics
– Geographics
– People Reached
– People Engaged
• Facebook Power Editor
– Audience Definition
• Facebook Graph Search
• Search for hashtags
• Follow competitor’s pages
©Michelle Post, Ph.D., CSMS

8. Finding Your Audience on G+
• Follow key people &
influencers
• Create Target Audience
• Google+ People
• Google+ Circles
• Google+ Groups
• Google+ Hangouts
• Google+ Communities
• Review the top trending
topics
• Search for hashtags &
keywords
©Michelle Post, Ph.D., CSMS

9. Finding Your Audience on LI
• Optimize your profile
with keywords from
your business
• Use LinkedIn Advanced
Search
• Search your contacts
• Search People
• Search Groups
• Check out your
competition
©Michelle Post, Ph.D., CSMS

10. Finding Your Audience on Pinterest
• Popular pinners
• Popular topics
• Popular boards
• Pinterest Group Boards
• Checkout competition
boards
• Pinterest Business
Analytics
• Tool - Tailwind
©Michelle Post, Ph.D., CSMS

11. Finding Your Audience on TW
• Twitter Analytics
• Search for hashtags & keywords
• Listen to niche Tweets
• Measure the Retweets
• Twitter Cards
• Analyze your followers
• Target keywords in Twitter Bios
• Twitter’s “people search”
• Find active users and followers in your
industry
• Twitter’s Advanced Search
• Twitter Lists
• Tool - Followerwonk
©Michelle Post, Ph.D., CSMS

12. Putting it All Together
©Michelle Post, Ph.D., CSMS
Find &
Reach Your
Audience
1.
Your
Purpose
2.
Ask
Questions
3.
Create a
Persona
4.
Find
where
they are
online?
5.
Create a
strategy
to reach
them
6.
Engage –
Don’t Sell

13. Final Thoughts
• This presentation only
scratched the surface
of some of the ways
to find your audience,
there are still so many
others ways . . .
©Michelle Post, Ph.D., CSMS

14. RESOURCES AND MORE
©Michelle Post, Ph.D., CSMS

15. Resources: Articles
• Marketers Just Want to Get to Know You (with Data) -
http://www.emarketer.com/Article/Marketers-Just-
Want-Know-You-with-Data/1011079
• VIDEO + SLIDESHOW: Search Powered Psychographics -
http://searchengineland.com/video-slideshow-search-
powered-psychographics-195078
• The Vital Importance Of Understanding Your Target
Market - https://medium.com/startup-founder-
essentials/the-vital-importance-of-understanding-your-
target-market-6d0c9c44a0b6
• Cold, Hard Content Marketing Stats -
http://kapost.com/content-marketing-facts/

16. Resources: Reports
• 2014 Social Media Marketing Industry Report -
http://www.socialmediaexaminer.com/social-media-
marketing-industry-report-2014/
• Social Digital Mobile 2014 -
http://wearesocial.sg/blog/2014/01/social-digital-
mobile-2014/
• Social Media Demographics -
http://www.businessinsider.com/demographic-data-
and-social-media-2014-2
• Social Networking Fact Sheet -
http://www.pewinternet.org/fact-sheets/social-
networking-fact-sheet/

17. Resources: Infographics
• 10 Tips For Smart, Targeted Digital Marketing [INFOGRAPHIC] -
http://www.mediabistro.com/alltwitter/10-targeted-marketing-
tips_b55386
• 55 Interesting Social Media Infographics -
http://www.hongkiat.com/blog/55-interesting-social-media-infographics/
• Do you know your target audience on Social Media? (Infographic) -
http://zcsocialmedia.com/targetaudienceonsocialmedia/#.U-g7MGOvf0o
• How to Choose Social Media Platforms (Infographic) -
http://www.melissaleiter.com/how-to-choose-social-media-platforms/
• The State of Marketing 2014 - http://www.exacttarget.com/resource-
center/digital-marketing/2014-state-of-marketing-infographic
• Understanding our Audience on LinkedIn -
http://www.slideshare.net/SrividyaGopani/linkedin-audience-study

18. Resources: Marketing Statistics
• Content Marketing - http://www.exacttarget.com/blog/50-content-
marketing-stats/
• 2014 Marketing Statistics - http://www.webdam.com/2014-
marketing-statistics-infographic/
• 2014 Social Media & Marketing Statistics -
https://smallbusiness.yahoo.com/advisor/83-exceptional-social-
media-marketing-statistics-2014-160016146.html
• Inbound Marketing Statistics -
http://www.business2community.com/inbound-marketing/20-
stunning-inbound-marketing-statistics-0937976#!bAUowk
• Mobile Marketing Statistics -
http://www.adknowledge.com/blog/statistics-to-justify-budget/

19. Resources: Sites
• City Data - http://www.city-data.com/
• Clickz - http://www.clickz.com/
• InternetLiveStats - http://www.internetlivestats.com/
• InternetWorldStats - http://www.internetworldstats.com/
• MarketingLand - http://marketingland.com/
• PewInternet - http://www.pewinternet.org/
• SearchEngineLand - http://searchengineland.com/
• StatisticBrain - http://www.statisticbrain.com/
• Target Marketing - http://www.targetmarketingmag.com/
• US Census Bureau - http://census.gov/

20. Resources: Blogs
• 11 Easy (But Insightful) Ways to Perform Market Research
on the Fly - http://blog.hubspot.com/insiders/quick-
market-research
• 50 Questions That Helps You Define Your Target Market -
http://www.jackpreneur.com/define-target-market/
• How Do I Reach My Audience? -
http://chrisbrogan.com/reach/
• Personas: The Art and Science of Understanding the Person
Behind the Visit - http://moz.com/blog/personas-
understanding-the-person-behind-the-visit
• The Social Media Hacker’s Guide to Creating Targeted
Audience Groups - http://www.mashbout.com/social-
media-hacker-guide/
©Michelle Post, Ph.D., CSMS

21. References
Demographics. (n.d.). Retrieved from
https://www.google.com/?gws_rd=ssl#q=definition:+demographics
Entrepreneur.com. (n.d.). Target market [Blog post]. Retrieved from
http://www.entrepreneur.com/encyclopedia/target-market
Geographic. (n.d.). Retrieved from
http://en.wikipedia.org/wiki/Geomarketing
Leiter, M. (2014, February 11). How to choose social media platforms
[Infographic]. Retrieved from http://www.melissaleiter.com/how-to-
choose-social-media-platforms/
Psychographics. (n.d.). Retrieved from
https://www.google.com/?gws_rd=ssl#q=definition:+psychographics
Socio-graphics. (n.d.). Retrieved from
http://wiki.answers.com/Q/What_are_socio-graphics
Technographics. (n.d.). Retrieved from
http://internetbusinessuk.com/target-perfect-audience-part-3-5/
©Michelle Post, Ph.D., CSMS

22. Michelle Post, Ph.D., CSMS
©Michelle Post, Ph.D., CSMS http://reachyourpotential.guru/

23. #3RdTT Workshops for 2014
• Sept 16 - Creating a Social Media
Campaign for Brand Awareness
• Oct 21 - Content Curation Tools are
Cool
• Nov 18 - Keywords are Key
• Dec 16 - How do you measure up?
Performing a Self-Social Media Audit
©Michelle Post, Ph.D., CSMS