Knowing Your Audience (using social data)
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Identify who to reach with your message on social media and how to engage them to maximize your social media platforms. Free data sources including Facebook Insights, Audience Insights and more are discussed.
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Knowing Your Audience (using social data)
- 1. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES KNOWING YOUR AUDIENCE Prepared for AAF GREATER EVANSVILLE
- 2. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Hello! I’m Rachael Powell @rachaelcpowell
- 3. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Today, we’re talking about…
- 4. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Sort of… • Who is your social media audience? • What can you know about them? • How does that help you connect with them?
- 5. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Who is your target audience?
- 6. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Who is your target audience? • Start with easy stuff: Demographics
- 7. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Who is your target audience? • Start with easy stuff: Demographics • Then, what makes them tick: Psychographics
- 8. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Who is your target audience?
- 9. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 10. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Who is your
- 11. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Sort of…
- 12. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES DATA
- 13. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Three Types of Data • First Party Data • Third Party Data • Party Data
- 14. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Party Data
- 15. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Third Party Data
- 16. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Third Party Data Sources • Pew Internet + American Life Project • ComScore Data Mine • eMarketer • Nielsen • Trade Media: AdWeek, Mashable, etc
- 17. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Third Party Data: Pew PewResearch.org
- 18. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Third Party Data: ComScore Data Mine ComScore.com/Insights/Data-Mine
- 19. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Third Party Data: eMarketer eMarketer.com
- 20. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Third Party Data: Nielsen
- 21. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data
- 22. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Every good conversation starts with listening.
- 23. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES 1. Mentions 2. Mindset 3. Methods 4. Messages Four Things To Learn From Listening
- 24. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Free Social Listening Tools • Hootsuite/Tweetdeck • Google Alerts • Buzzsumo • Topsy
- 25. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Surveys
- 26. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Surveys
- 27. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Facebook Insights
- 28. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Facebook Insights
- 29. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Twitter Analytics
- 30. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: LinkedIn Analytics
- 31. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Audience Insights
- 32. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Audience Insights
- 33. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Audience Insights
- 34. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 35. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 36. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 37. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 38. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: Custom Audiences
- 39. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 40. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 41. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 42. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 43. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES First Party Data: A/B Test
- 44. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES More Options Coming Soon “Facebook Finally Lets Its Firehose Be Tapped For Marketing Insights Thanks To DataSift…”
- 45. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Three Types of Data • Party Data • Third Party Data – Pew Internet + American Life Project – ComScore Data Mine – eMarketer – Nielsen – Trade Media: AdWeek, Mashable, etc • First Party Data – Surveys – Facebook Insights/Twitter Analytics/LinkedIn Analytics – Audience Insights – Social Listening – A/B Testing
- 46. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Agenda • Who is your social media audience? • What can you know about them? • How does that help you connect with them? ✓ ✓
- 47. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES
- 48. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES “Facebook Admits Organic Reach of Brand Posts Is Dipping...” “Facebook Has Finally Killed Organic Reach…” “Facebook introduces 'Relevance Score' for ads…” Why Relevance Matters
- 49. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Sort of… Data helps you make smart creative decisions.
- 50. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES So what have we learned?
- 51. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES So what have we learned? Puppies! (Party Data)
- 52. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES So what have we learned? Puppies! (Party Data) Facebook + The Bachelor (Third Party Data)
- 53. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES So what have we learned? Puppies! (Party Data) Facebook + The Bachelor (Third Party Data) German Shepherd (First Party Data)
- 54. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Current Post
- 55. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Revised Post
- 56. AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES Thank You!
Editor's Notes
- Do you have something in mind?
- Age, sex, occupation, location, household income
- W25-54 doesn’t count Let’s say, pet owners.
- Damn. There are lots of pet types.
- Dog owners? Closer. We ruled out those pesky cats.
- Breed, Height, Weight, Color, etc Grain free or standard dog food? Sleep in their bed? Do they consider themselves a parent?
- Data to the rescue.
- Let’s start at the bottom.
- Party data – unofficial term – is instinct. It comes from your gut. You might know it because a friend or a friend told you something. Or it came to you at a bar. Either way, it’s not based in research/data but you know it’s likely. For example, you know that if you like dogs, you think photos of puppies are cute. It’s a universally understood truth. Don’t rely too much on this type of data, but some of that is ok. We can’t research everything.
- Free sources!
- ----- Meeting Notes (3/18/15 22:04) ----- Nielsen Top 10
- Mentions – volume Mindset – Sentiment Methods – where -- Not just where (site) but where (location, city, couch, BATHROOM) Messages – actual words, terms used ---- mom/dad vs owners
- Last but not least ---- Buzzsumo – top shared links around any keyword
- ----- Meeting Notes (3/18/15 22:04) ----- Challenge: Only our social community --- not customers or prospects
- ----- Meeting Notes (3/18/15 22:04) ----- Look at percent of audience matched
- Let’s start at the bottom.
- ----- Meeting Notes (3/18/15 22:04) ----- That was a lot of info -- you promised me puppies.
- ----- Meeting Notes (3/18/15 22:04) ----- Goal is creating content people want to spend time with.