This document provides an overview of understanding audiences through business intelligence and social media market research. It discusses developing personas based on demographics, challenges, goals, and interests of target markets. It also covers scoping out competitors, tracking keywords, identifying influencers, and listening on social media to gain insights. The key takeaways are to integrate social media into market research, segment audiences for meaningful campaigns, and listen to find human insights.

1. BUSINESS INTELLIGENCE WORKSHOP • SESSION ONE
UNDERSTANDING
YOUR AUDIENCE
Thursday May 8th, 2014 by Meg Button

2. WHY WE’RE HERE TODAY
To help you build out your business intelligence toolkit
(the first of four sessions)
To discuss the topic sharing our own examples
(hearing yours) and answering questions
To introduce methods in social media market research
(Thinking with an audience-centric approach when
developing and pitching creative ideas)
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2
3
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2
3

3. WHY IT MATTERS
Knowing your audience is key in developing
your marketing strategy
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2
3
Analyzing your audience will help discover
information and establish common ground between
you (your offering) and the audience
Utilizing social media marketing research methods
will deliver key insights to help you develop better
briefs and stronger creative strategies
1
2
3

4. and ultimately
WINMORE
BUSINESS

5. Content that
CONNECTS WITH AN AUDIENCE
is the key to inspiring an audience
to listen, to engage and to take action

6. To create compelling, relevant and valuable content
the first step is to learn, understand and get to know
your audience
Seek opportunities to pass your competition
on weaknesses in engagement strategies,
inspiring and connecting
WHATTHEY
LIKE
WHAT
MATTERS
TOTHEM
LEARNWHO
THEYARE

7. USING SOCIAL MEDIA
How to use the following
new potential business research tools
+ your own profile and account as selling tools
FACEBOOK TWITTER LINKEDIN INSTAGRAM

8. Know the accounts of your competitors
What are they doing with these accounts?
Do you see an opportunity?
Offer something for nothing

9. Think outside the box
(How fashion media worked for
a travel client, i.e. ELLE Canada)
Insert social media components
in all your campaigns

10. A target market is a group of customers towards which a
business has decided to aim its marketing efforts
Mass messaging can mean that trying to please
everyone, resonates with no one
BRANDS LOOK AT
TOTAL
AVAILABLE
MARKET
SERVED
AVAILABLE
MARKET
TARGET
MARKET

11. MARKET SEGMENTATION
Divide the target market into subsets
Different segments will lend themselves
to different forms of strategic thought

12. Home Depot’s target market
PEOPLE
MOVING or
FIRST-TIME
HOME
BUYERS
GARDENERS
& OUTDOOR
ENTERTAINERS
CONTRACTORS
INTERIOR
DESIGNERS
SEGMENTATION
of that market could look like this
EXAMPLE
HOMEOWNERS

13. WHO ARE WE REALLY TALKING TO?
Where do they live?
Where do they work?
What do they do for fun?
What is their lifestyle?
Are they talking with your competition?
How much money do they make?

14. WHAT PROBLEM CAN YOU SOLVE FOR THEM?
Why do they need your offering?
What is the financial, emotional and life impact?
What happens if they don’t have your product or service?
What alternative products and services are there?
How can you provide value to them?

15. CAN YOU INSPIRE THEM
PROFESSIONALLY OR PERSONALLY?
Does your offering give them hope?
Does it help them have a better day?
Does it give them peace of mind?
Does it help them do better at work?
Does it help them live a longer life?
Does it improve their career opportunities?
Do it help them be a better mom, sister, teacher, caregiver?

16. WHERE DO THEY HANG OUT?
Where do they hang out online?
What conversations are they having?
Who are they talking to?
What is the tone of conversation?
Does the tone differ based upon who they talk to?
Does it differ based upon social platform
(i.e., different on LinkedIn vs. Facebook and Twitter?)
How are they engaging and responding to your
business partners, local businesses and competition?

17. DEVELOP PERSONAS
These are the key identifiers of this persona. For
example, they could be mannerisms, specific words that
characterize them or their actions or common traits
KEY
CHARACTERISTICS
Relevant information such as age range,
gender, household income, urbanicity
(e.g. urban/suburban/rural)
DEMOGRAPHICS
This may include either their personal or professional
background or both. It can also include details about
lifestyle, interests, hobbies and education
BACKGROUND

18. What do they have trouble with in order of priority?
What specific points are getting in the way of these
prospects achieving their goals above?
CHALLENGES
What do you offer as an organization that can
help this prospect overcome their challenges
and achieve their goals?
HOW WE HELP
Identify the most likely objection this persona
will have within the sales process
COMMON
OBJECTIONS
How to communicate your product service to that
particular type of prospect customerMARKETING
MESSAGE
What are they hoping to achieve in order of priority?GOALS

19. SCOPE OUT THE COMPETITION
How is your audience engaging with your competition?
What is your competition doing that you aren’t?
What type of response are they receiving
online from your target audiences?
Is your competition engaging in a way their
audience expects them to? Casual when they’re
expecting professional or opposite?
What are the weaknesses to how your
competition is engaging and leveraging social media
that you can use to your advantage?

20. TRACK KEYWORDS
Keyword tracking is a powerful way to understand
your audience online
Using a keyword tracking tool to listen to conversations
your audience is having about specific brands, products,
events, locations gives great insights into answering
the questions we were asking earlier
Set up your search. Many tools offer emailed reports
or notifications, so you can stay on top of current trends
that matter to your audience

21. Social Mention is a social media search and analysis
platform that aggregates user-generated content from
across the universe into a single stream of information
It allows you to easily track and measure what people are
saying about you, your company, a new product, or any
topic across the web's social media landscape in real-time.
Social Mention monitors 100+ social media properties

22. IDENTIFY THE INFLUENCERS
Sometimes knowing which of your community members
are most influential can be more valuable than having
a general knowledge of the community as a whole
KLOUT KRED

23. LISTEN
Social media monitoring tools allow you to listen to what is
going on in a specific industry and can give you ideas for
timely and relevant creative ideas.

24. Full monitoring of all social media and mainstream news,
including Twitter, Facebook, Google+ and millions more!
Executive insights including trends, keyword discovery,
automated sentiment analysis & influence scoring
Fully white label your dashboard with your URL, your
logo, and your color scheme with our Ultimate plan

25. Sysomos is redefining social media analytics with
a powerful product suite that provides customers
with the tools to measure, monitor, understand and
engage with the social media landscape
Sysomos provides instant access to all social media
conversations from blogs, social networks and micro-blogging
services to forums, video sites and media sources.

26. Identify and analyze conversations about your company,
products and competitors with the leading social media
monitoring and engagement tools. Route important
insights to sales, customer service, PR and community
managers for outreach and engagement.

27. #HOMEDEPOT

28. In their spare time they enjoy nightlife/partying, keeping
pets, outdoor activities, history and political news
People in this group are very environmentally aware
and health conscious
As consumers they spend most on home/family,
nightlife/entertainment and hobbies
#HOMEDEPOT
INSIGHTS

29. Integrate social media into your market
research process
Segment your audiences to create campaigns
that have real meaning: to you, the brand,
the audience
Listen and learn, dive deeper to find
the human insight in everything you pitch
Start today! Set up a trial account and get started
KEYTAKEAWAYS

30. THANKYOU!