Can Data Actually Help You Get Through to Gen Z? by Egon Wilcsek - Socialbakers
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Generation Z probably doesn’t like any of your marketing. But, there may be a way to fix it, and the solution is actually not unlike most problems in marketing. It’s your ability to use data, probably the last thing you’d connect with generation Z. With an overwhelming amount of data available today, it’s about being the marketer that can connect the dots and this may be easier than you may think.
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Can Data Actually Help You Get Through to Gen Z? by Egon Wilcsek - Socialbakers
- 2. Can data bridge the gap between marketers and Gen Z?
- 3. Egon Wilcsek VP of DACH & CEE
- 4. 2008 400+ EMPLOYEES AND 30+ NATIONALITIES FOUNDED 6 OFFICES ACROSS 5 CONTINENTS
- 5. We are the industry leading AI-powered social media marketing suite
- 6. The largest Social Media Data Set Instagram profiles with more than 1000 followers 250M INSTAGRAM PROFILES 24M INFLUENCERS 1.6B COMMENTSINTERACTIONSUNIQUE DATA POINTS 50B800B from 300k Facebook pages collected from Facebook’s Top-2M pages 550k INSIGHTS TOKENS 250k SOCIAL MEDIA MARKETERS AD SPEND MONITORED AD INSIGHTS TOKENS +10k$3B using the platform daily 100% SaaS Company
- 7. Audience Size Activity Volume User Engagement Data: Socialbakers; Time Range: Jul-Dec 2017; Sample: TOP 10,000 Largest Brand Pages and Profiles across FB, IG, TW
- 8. Instagram vs. Facebook Total User Engagement by Industry
- 9. Gen Z Is Still on Facebook Fan Distribution by Age and Gender
- 10. So can data actually help you market to Gen Z better?
- 11. Marketers must rethink what data they use to understand the audience Marketers are really good with steps at the bottom Marketers are a bit behind with steps at the top TRY BUY SING UP KNOW TRUST INTEREST
- 12. Top of the funnel is much more important to Gen Z It’s about the right content TRY BUY SING UP KNOW TRUST INTEREST Funnel marketing as you know it won’t work
- 13. Checklist for Bringing in the Right People Into the Funnel Know Their Interests Understand what topics unite your audience. Study what else is similar about them. Build Your Personas Segment your audience into personas. Categorize them based on their interests, behaviours, and demographics. Research What Content They Engage With Learn what content your personas engage with the most. Set the Right Targeting Once you have your content strategy defined, be tactical about how you reach them.
- 14. It shouldn’t take days. It should be minutes.
- 17. Despite all your effort, you probably still won’t reach them
- 19. Gen Z Influencers are Mostly Followed by Women Distribution of Followers by Influencers´ Age and Geder
- 20. Most of Gen Z Influencer Interactions Too Distribution of Interactions by Influencers´ Age and Geder
- 21. How do you find influencers Gen Z trusts?
- 23. Your choice must be based on data MICRO Influencer MACRO Influencer
- 24. How do you spot influencers with fake followers?
- 25. 4 Types of Influencers Fraud The influencer creates a profile or buys an existing one and acquires services that will automate the process of following that profile The influencer buys engagements for their posts or uses software that comments on or likes their posts The influencer posts about one topic, for example sports, but the engagement with the audience is only happening when they post about a different topic, for example fashion The influencer posts content featuring brands and products and uses characteristic hashtags, such as #ad, even though they have never made any business deals with the brands they're promoting What is it? Check the influencer's profile for unusual spikes and dips in follower growth over time See if the influencer is consistently generating interactions on all of his posts over time Look into the influencer's top-performing posts and see if they're aligned with their main interests Learn about the influencer's past commercial involvement - for example by checking which brands have mentioned them in their campaigns How to spot it? FAKE FOLLOWERS FAKE ENGAGEMENTS FAKE INTERESTS FAKE BRAND DEALS
- 26. Q & A Egon Wilcsek VP of DACH & CEE Find me on LinkedIn - I’d be happy to connect