1. The document discusses using Facebook user data and segmentation analysis to better understand a brand's fan base. It provides examples of analyzing fans' profiles, interests, behaviors, and developing statistically significant audience segments.
2. One sample segment is the "Passionate Urbanite" whose interests revolve around media consumption and cars. Metrics on their key page likes and behaviors are shown.
3. Another sample segment is the "Savvy Mom" who looks for deals and coupons online to support her family and potentially earn extra income. Her key characteristics and page likes are described.
thinkLA Gaming Breakfast 2013 - Ben Howard PresentationthinkLA
This document discusses the state of the gaming industry and next-generation consoles. It provides statistics showing gaming's large size and revenue compared to other industries like music and movies. It also shows purchase intent increasing for next-gen consoles after reveals from Sony and Microsoft, with Sony receiving more positive feedback for putting gamers first and Microsoft receiving criticism for its messaging.
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013Masood Akhtar
1) The document analyzes social media engagement for the movies World War Z and The Lone Ranger.
2) It finds that pre-release engagement trends were generally predictive of post-release revenue performance for both movies.
3) World War Z had significantly higher engagement levels across social media platforms than The Lone Ranger, which correlates with its stronger box office performance.
GSN Digital - Leveraging Games as a Powerful Marketing MediumFutureM
FutureM 2013 session with GSN Digital
Speakers:
Ari Brandt
CEO and co-founder, MediaBrix
John Federman
CEO, Dailybreak
Geoffrey Greenblatt
North American Gaming Director, Mindshare
James Kissell
Strategic Partner Lead, Americas Mobile Apps and Gaming, Google
Christian Meyer
Senior Vice President, Digital Advertising, GSN Digital
This panel discussion, led by Mindshare’s Geoffrey Greenblatt, will explore the correlation between gaming environments and the measured success of advertisements, shedding light on the growing marketing and brand awareness-boosting opportunities available across social, mobile and web game platforms.
This document discusses kids' gaming preferences and Dubit, a company that conducts research and develops digital experiences for kids. It shows that the most popular gaming IPs for UK and US boys and girls aged 6-12 are Mario, Angry Birds, and Minecraft. Dubit provides market analysis, concept testing, IP identification, game design, app development, and launch support for kids brands. Some of their customers are also listed. Dubit is located in Leeds, UK and interested parties are encouraged to contact Matthew via email or visit the Dubit website for more information.
Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).
Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).
Top 20 Facebook Brand Sites (Metia, Inc., May 2011, John Porcaro)John Porcaro
The document summarizes the top 20 Facebook brand pages based on number of fans. It provides details on each brand page such as number of fans, daily growth, types of posts, and best practices. Some of the top 10 brands mentioned are Facebook, Coca-Cola, Disney, Starbucks, Oreo, Red Bull, Converse All Stars, Skittles, Converse, and iTunes. The document concludes with lessons learned from the top pages, including using profile photos effectively, creating conversational posts, offering fans exclusive content and acknowledging super fans.
Authentic Virality: You Share if you Care. GDC Europe 2013Jussi Laakkonen
1) Sharers, or those who rate sharing as extremely important, play more games and spend more money per month on mobile games compared to average players.
2) Sharers are more social and find games through word of mouth and social media more often than other players. They also prefer social features that allow playing and sharing with friends.
3) Video is a highly influential form of sharing that can drive game installations, sharing, and referrals for new players. Games should make it easy for players to automatically capture and share video and screenshots.
thinkLA Gaming Breakfast 2013 - Ben Howard PresentationthinkLA
This document discusses the state of the gaming industry and next-generation consoles. It provides statistics showing gaming's large size and revenue compared to other industries like music and movies. It also shows purchase intent increasing for next-gen consoles after reveals from Sony and Microsoft, with Sony receiving more positive feedback for putting gamers first and Microsoft receiving criticism for its messaging.
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013Masood Akhtar
1) The document analyzes social media engagement for the movies World War Z and The Lone Ranger.
2) It finds that pre-release engagement trends were generally predictive of post-release revenue performance for both movies.
3) World War Z had significantly higher engagement levels across social media platforms than The Lone Ranger, which correlates with its stronger box office performance.
GSN Digital - Leveraging Games as a Powerful Marketing MediumFutureM
FutureM 2013 session with GSN Digital
Speakers:
Ari Brandt
CEO and co-founder, MediaBrix
John Federman
CEO, Dailybreak
Geoffrey Greenblatt
North American Gaming Director, Mindshare
James Kissell
Strategic Partner Lead, Americas Mobile Apps and Gaming, Google
Christian Meyer
Senior Vice President, Digital Advertising, GSN Digital
This panel discussion, led by Mindshare’s Geoffrey Greenblatt, will explore the correlation between gaming environments and the measured success of advertisements, shedding light on the growing marketing and brand awareness-boosting opportunities available across social, mobile and web game platforms.
This document discusses kids' gaming preferences and Dubit, a company that conducts research and develops digital experiences for kids. It shows that the most popular gaming IPs for UK and US boys and girls aged 6-12 are Mario, Angry Birds, and Minecraft. Dubit provides market analysis, concept testing, IP identification, game design, app development, and launch support for kids brands. Some of their customers are also listed. Dubit is located in Leeds, UK and interested parties are encouraged to contact Matthew via email or visit the Dubit website for more information.
Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).
Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).
Top 20 Facebook Brand Sites (Metia, Inc., May 2011, John Porcaro)John Porcaro
The document summarizes the top 20 Facebook brand pages based on number of fans. It provides details on each brand page such as number of fans, daily growth, types of posts, and best practices. Some of the top 10 brands mentioned are Facebook, Coca-Cola, Disney, Starbucks, Oreo, Red Bull, Converse All Stars, Skittles, Converse, and iTunes. The document concludes with lessons learned from the top pages, including using profile photos effectively, creating conversational posts, offering fans exclusive content and acknowledging super fans.
Authentic Virality: You Share if you Care. GDC Europe 2013Jussi Laakkonen
1) Sharers, or those who rate sharing as extremely important, play more games and spend more money per month on mobile games compared to average players.
2) Sharers are more social and find games through word of mouth and social media more often than other players. They also prefer social features that allow playing and sharing with friends.
3) Video is a highly influential form of sharing that can drive game installations, sharing, and referrals for new players. Games should make it easy for players to automatically capture and share video and screenshots.
Why gender diversity is so important in gaming? Data is showing that share of women among mobile players and payers is very high, although still lion's part of games are designed thinking about males.
Open Source Politics - Barack Obama's Multichannel Marketing CampaignTunheim
Barack Obama ran a highly successful multichannel marketing campaign for his 2008 presidential election that utilized various online and social media platforms. His campaign had an optimized online presence and messaging that resonated with younger voters. He leveraged platforms like Facebook, YouTube, and email to engage supporters, fundraise, and share his message in a grassroots, conversational manner. This helped Obama attract millions of donors and volunteers to achieve victory.
Tackling the Beast in the East: Publishing Your PC Games in China - What You ...Jessica Tams
Delivered at Casual Connect USA 2018. Premium PC Games have been picking up steam in China, but the government is cracking down. Join Matthew Leopold to find out how to successfully navigate the China PC gaming scene not only from a regulations standpoint but also in terms of ‘culturalization’, marketing and distribution. This session takes you through the re-launch efforts behind Defiant Development’s Hand of Fate (1 and 2) in China as well as the game’s government licensing process and launch on Tencent’s WeGame platform.
Who plays mobile games? What do we know about mobile players?GameCamp
Who plays mobile gaming? Insights about mobile gamers and players. What gaming segments can we differentiate among mobile players and mobile payers? Who is paying in games and what is the motivation to pay or not to pay?
Facebook originally responded that distasteful content alone would not violate its guidelines, but after determining its systems failed to properly detect and remove hate speech, it decided to take more action.
Facebook focuses on social interaction and engagement more than passive platforms like Instagram. It encourages chatty interaction between users.
Congressional committees have said Facebook is withholding important information about the extent of the Russian propaganda campaign during the 2016 US election.
The document discusses video game advertising, including its forms, advantages, and disadvantages. It outlines static advertising, dynamic advertising, and advergames. It provides examples of campaigns in games like Splinter Cell, Metal Gear Solid, and Battlefield. It also discusses measurement and considerations for effective game advertising campaigns.
How Basketball Teams Drive Fan EngagementSimplyCast
The document discusses how basketball teams can use data and marketing automation to drive fan engagement and increase attendance. It outlines a 4 phase approach:
1) Phase 1 involves building the fan roster by updating user databases with preferences and behaviors and collecting new fan data at games.
2) Phase 2 focuses on initial fan touchpoints like welcome programs, nurturing fans with exclusive content, and using ordering notices and transactional emails to maintain dialogue.
3) Phase 3 discusses maximizing game day experiences through pre-game messaging, in-game contests and polls, and post-game surveys.
4) Phase 4 involves tailoring pre-and post-game communications based on the sales cycle or season and using these
If Kanye West Runs for President it Could be a Big Curveball Towards Bidens RunCharlie
Kanye West announced his candidacy for President in 2020 on July 4th. However, he has missed deadlines to register in several key states and has yet to officially register with the FEC. If he did run, it could disrupt the election by upsetting Biden's hold on minority voters and younger voters, which Biden needs to win. Even a small disruption in close states from third party candidates like Kanye could upset the race, potentially benefiting Trump over Biden.
How Football Teams Drive Fan Engagement With Marketing AutomationSimplyCast
The document discusses how football teams can drive fan engagement and increase attendance through collecting and utilizing fan data. It recommends that teams 1) regularly update fan databases with preference and behavioral data, 2) collect new fan data at games through surveys, 3) quickly welcome new fans through personalized messages to make them feel part of the team, and 4) nurture potential new fans over time with relevant content to gradually turn them into loyal, purchasing fans. The goal is to better understand and engage individual fans to improve the experience and drive revenue.
Take advantage of today's media platforms when you promote your business.
This presentation provides a nutshell guideline as to how you can leverage any business with transmedia platforms. You don't need a massive budget to make a splash, and you're likely going to see better SEO tactics using transmedia than straight-up buying media.
This document summarizes a study by Deloitte Consulting LLP on fan loyalty and engagement. The study found that while winning is important, teams must understand fan behaviors and preferences to nurture loyalty beyond game days. Fan loyalty is influenced by factors like hometown, family history, and favorite players. Younger fans are more likely to spend extra on memorable experiences like events. The full report will be available in summer 2015 and provides insights to help sports organizations enhance fan engagement and value.
Riot Games focuses on player experience for their popular online game League of Legends. They have found success through a business model of player growth and spending within the game without pay-to-win mechanics. Riot Games was founded in 2006 and is led by Brandon Beck, Marc Merrill, and Nicolo Laurent, developing League of Legends which now has over 8 million concurrent players daily and generates billions in revenue.
This document summarizes the TML Blue Blood blog, which provides updates on the Toronto Maple Leafs NHL hockey team. The blog has a persona of die-hard Leafs fans and provides straightforward analysis. It is active on social media platforms like Facebook, Twitter, YouTube and Pinterest to engage with other Leafs fans. The document recommends expanding blog content, optimizing for search engines, running social media campaigns, and using affiliate marketing and email marketing to promote the blog and reach more Leafs fans.
The document summarizes research from a survey of sports fans. Key findings include:
- Fans spend most of their time watching sports on TV, at bars/restaurants, or attending games directly. They prefer watching with others.
- Fans are willing to spend up to $100 annually on team merchandise, prioritizing apparel. They shop at big box stores and online.
- Fans experience a range of emotions from their team's performance and enjoy cheering, wearing team gear, and consuming alcohol while watching.
Closer scrutiny of data from the social network Twitter would have helped to diagnose and predict the rise of the two outsider candidates in the 2016 presidential election, businessman Donald Trump and Vermont Senator Bernie Sanders, according to a new Public Echoes Of Rhetoric In America (PEORIA) Project report.
The Advertising Research Foundation's Audience 2014 Measurement Conference NYC included a presentation June 9th by Brad Fay, COO of the Keller Fay Group and Graeme Hutton, SVP at Universal McCann on how the Nielsen TV/Talktrack® Data Fusion system of measure can determine commercial advertisement placement which will best reach target audiences, priming word of mouth advocacy.
1. The document discusses the history and capabilities of MySpace's developer platform and APIs, including OpenSocial, which allows developers to build applications that can work across multiple social networks.
2. It outlines MySpace's approach to balancing user experience with viral growth of applications and describes security, privacy and safety reviews for applications.
3. The document also introduces MySpace's Hyper-Targeting advertising product, which allows targeting of users based on their expressed interests and behaviors on the platform.
This document discusses strategies for making companies more likeable on social media, particularly Facebook. It notes that word-of-mouth marketing through social media can help create more transparent and responsive organizations. Specific tips include defining your target audience, acting authentically, being honest and transparent, asking questions to engage users, and inspiring users to share stories. Status updates that ask users to like or engage with a question are much more effective at driving engagement than other types of updates.
This document discusses top performing Facebook pages as voted by the social media marketing company Likeable. It provides examples of some top client pages and their engaging strategies like contests, apps, questions, and exclusive content. The document then gives recommendations for making organizations more likeable on Facebook, such as defining the target audience well, responding quickly to comments, being authentic and transparent, asking questions to drive engagement, and consistently providing excitement and value to customers.
Tim Dunn, Director of Digital Strategy at Isobar, presented to the crowd at Boston's Digital Transformation event on 3/25/15 at King Street Tavern, Ames Hotel.
- The document analyzes data from a survey of over 1,600 Facebook users across 6 countries who follow brands on Facebook.
- On average, users follow 9 brands and visit Facebook several times per day, primarily for entertainment and communication.
- When following brands, users expect special treatment and want to advocate for the brand in return. Most have interacted by liking posts.
- Being a fan increases purchase intent by 36% and advocacy by 92% according to users. However, 36% have unsubscribed from brands.
- To retain fans, brands must provide quality content at the right frequency, benefits, and engagement to avoid the "honeymoon" ending.
PlayStation Vue is holding another marketing pitch to find ideas for expanding their streaming TV service beyond the initial product launch campaign. They face stiff competition from Netflix, Hulu, and Amazon who have larger audiences. An analysis of PlayStation customers who subscribe to Netflix found they tend to be younger males who like comedy shows, metal music, and are influenced by the fictional character Batman. The document provides an in-depth analysis of this target audience to help guide the development of new marketing ideas.
Why gender diversity is so important in gaming? Data is showing that share of women among mobile players and payers is very high, although still lion's part of games are designed thinking about males.
Open Source Politics - Barack Obama's Multichannel Marketing CampaignTunheim
Barack Obama ran a highly successful multichannel marketing campaign for his 2008 presidential election that utilized various online and social media platforms. His campaign had an optimized online presence and messaging that resonated with younger voters. He leveraged platforms like Facebook, YouTube, and email to engage supporters, fundraise, and share his message in a grassroots, conversational manner. This helped Obama attract millions of donors and volunteers to achieve victory.
Tackling the Beast in the East: Publishing Your PC Games in China - What You ...Jessica Tams
Delivered at Casual Connect USA 2018. Premium PC Games have been picking up steam in China, but the government is cracking down. Join Matthew Leopold to find out how to successfully navigate the China PC gaming scene not only from a regulations standpoint but also in terms of ‘culturalization’, marketing and distribution. This session takes you through the re-launch efforts behind Defiant Development’s Hand of Fate (1 and 2) in China as well as the game’s government licensing process and launch on Tencent’s WeGame platform.
Who plays mobile games? What do we know about mobile players?GameCamp
Who plays mobile gaming? Insights about mobile gamers and players. What gaming segments can we differentiate among mobile players and mobile payers? Who is paying in games and what is the motivation to pay or not to pay?
Facebook originally responded that distasteful content alone would not violate its guidelines, but after determining its systems failed to properly detect and remove hate speech, it decided to take more action.
Facebook focuses on social interaction and engagement more than passive platforms like Instagram. It encourages chatty interaction between users.
Congressional committees have said Facebook is withholding important information about the extent of the Russian propaganda campaign during the 2016 US election.
The document discusses video game advertising, including its forms, advantages, and disadvantages. It outlines static advertising, dynamic advertising, and advergames. It provides examples of campaigns in games like Splinter Cell, Metal Gear Solid, and Battlefield. It also discusses measurement and considerations for effective game advertising campaigns.
How Basketball Teams Drive Fan EngagementSimplyCast
The document discusses how basketball teams can use data and marketing automation to drive fan engagement and increase attendance. It outlines a 4 phase approach:
1) Phase 1 involves building the fan roster by updating user databases with preferences and behaviors and collecting new fan data at games.
2) Phase 2 focuses on initial fan touchpoints like welcome programs, nurturing fans with exclusive content, and using ordering notices and transactional emails to maintain dialogue.
3) Phase 3 discusses maximizing game day experiences through pre-game messaging, in-game contests and polls, and post-game surveys.
4) Phase 4 involves tailoring pre-and post-game communications based on the sales cycle or season and using these
If Kanye West Runs for President it Could be a Big Curveball Towards Bidens RunCharlie
Kanye West announced his candidacy for President in 2020 on July 4th. However, he has missed deadlines to register in several key states and has yet to officially register with the FEC. If he did run, it could disrupt the election by upsetting Biden's hold on minority voters and younger voters, which Biden needs to win. Even a small disruption in close states from third party candidates like Kanye could upset the race, potentially benefiting Trump over Biden.
How Football Teams Drive Fan Engagement With Marketing AutomationSimplyCast
The document discusses how football teams can drive fan engagement and increase attendance through collecting and utilizing fan data. It recommends that teams 1) regularly update fan databases with preference and behavioral data, 2) collect new fan data at games through surveys, 3) quickly welcome new fans through personalized messages to make them feel part of the team, and 4) nurture potential new fans over time with relevant content to gradually turn them into loyal, purchasing fans. The goal is to better understand and engage individual fans to improve the experience and drive revenue.
Take advantage of today's media platforms when you promote your business.
This presentation provides a nutshell guideline as to how you can leverage any business with transmedia platforms. You don't need a massive budget to make a splash, and you're likely going to see better SEO tactics using transmedia than straight-up buying media.
This document summarizes a study by Deloitte Consulting LLP on fan loyalty and engagement. The study found that while winning is important, teams must understand fan behaviors and preferences to nurture loyalty beyond game days. Fan loyalty is influenced by factors like hometown, family history, and favorite players. Younger fans are more likely to spend extra on memorable experiences like events. The full report will be available in summer 2015 and provides insights to help sports organizations enhance fan engagement and value.
Riot Games focuses on player experience for their popular online game League of Legends. They have found success through a business model of player growth and spending within the game without pay-to-win mechanics. Riot Games was founded in 2006 and is led by Brandon Beck, Marc Merrill, and Nicolo Laurent, developing League of Legends which now has over 8 million concurrent players daily and generates billions in revenue.
This document summarizes the TML Blue Blood blog, which provides updates on the Toronto Maple Leafs NHL hockey team. The blog has a persona of die-hard Leafs fans and provides straightforward analysis. It is active on social media platforms like Facebook, Twitter, YouTube and Pinterest to engage with other Leafs fans. The document recommends expanding blog content, optimizing for search engines, running social media campaigns, and using affiliate marketing and email marketing to promote the blog and reach more Leafs fans.
The document summarizes research from a survey of sports fans. Key findings include:
- Fans spend most of their time watching sports on TV, at bars/restaurants, or attending games directly. They prefer watching with others.
- Fans are willing to spend up to $100 annually on team merchandise, prioritizing apparel. They shop at big box stores and online.
- Fans experience a range of emotions from their team's performance and enjoy cheering, wearing team gear, and consuming alcohol while watching.
Closer scrutiny of data from the social network Twitter would have helped to diagnose and predict the rise of the two outsider candidates in the 2016 presidential election, businessman Donald Trump and Vermont Senator Bernie Sanders, according to a new Public Echoes Of Rhetoric In America (PEORIA) Project report.
The Advertising Research Foundation's Audience 2014 Measurement Conference NYC included a presentation June 9th by Brad Fay, COO of the Keller Fay Group and Graeme Hutton, SVP at Universal McCann on how the Nielsen TV/Talktrack® Data Fusion system of measure can determine commercial advertisement placement which will best reach target audiences, priming word of mouth advocacy.
1. The document discusses the history and capabilities of MySpace's developer platform and APIs, including OpenSocial, which allows developers to build applications that can work across multiple social networks.
2. It outlines MySpace's approach to balancing user experience with viral growth of applications and describes security, privacy and safety reviews for applications.
3. The document also introduces MySpace's Hyper-Targeting advertising product, which allows targeting of users based on their expressed interests and behaviors on the platform.
This document discusses strategies for making companies more likeable on social media, particularly Facebook. It notes that word-of-mouth marketing through social media can help create more transparent and responsive organizations. Specific tips include defining your target audience, acting authentically, being honest and transparent, asking questions to engage users, and inspiring users to share stories. Status updates that ask users to like or engage with a question are much more effective at driving engagement than other types of updates.
This document discusses top performing Facebook pages as voted by the social media marketing company Likeable. It provides examples of some top client pages and their engaging strategies like contests, apps, questions, and exclusive content. The document then gives recommendations for making organizations more likeable on Facebook, such as defining the target audience well, responding quickly to comments, being authentic and transparent, asking questions to drive engagement, and consistently providing excitement and value to customers.
Tim Dunn, Director of Digital Strategy at Isobar, presented to the crowd at Boston's Digital Transformation event on 3/25/15 at King Street Tavern, Ames Hotel.
- The document analyzes data from a survey of over 1,600 Facebook users across 6 countries who follow brands on Facebook.
- On average, users follow 9 brands and visit Facebook several times per day, primarily for entertainment and communication.
- When following brands, users expect special treatment and want to advocate for the brand in return. Most have interacted by liking posts.
- Being a fan increases purchase intent by 36% and advocacy by 92% according to users. However, 36% have unsubscribed from brands.
- To retain fans, brands must provide quality content at the right frequency, benefits, and engagement to avoid the "honeymoon" ending.
PlayStation Vue is holding another marketing pitch to find ideas for expanding their streaming TV service beyond the initial product launch campaign. They face stiff competition from Netflix, Hulu, and Amazon who have larger audiences. An analysis of PlayStation customers who subscribe to Netflix found they tend to be younger males who like comedy shows, metal music, and are influenced by the fictional character Batman. The document provides an in-depth analysis of this target audience to help guide the development of new marketing ideas.
The document outlines a marketing campaign to promote the movie Casablanca and drive ticket sales. It includes conducting research on conversations around the movie, targeting audiences interested in romance, history and classic films. Tactics include contests, events around Valentine's Day, partnerships with dating sites, social media promotions and a premiere party. The goal is to generate buzz and reach over 26 million people through various paid, owned and earned media channels. Contingency plans are also discussed to extend the campaign if needed.
The document outlines a marketing campaign to promote the movie Casablanca and drive ticket sales. It includes conducting research on conversations around the movie, targeting audiences interested in romance, history and classic films. Tactics include contests, events around Valentine's Day, partnerships with dating sites, social media promotions and a premiere party. The goal is to generate buzz and reach over 26 million people through various paid, owned and earned media channels. Contingency plans are also discussed to extend the campaign if needed.
The document outlines a marketing campaign to promote the movie Casablanca and drive ticket sales. It includes conducting research on conversations around the movie, targeting audiences interested in romance, history and classic films. Tactics include contests, events around Valentine's Day, partnerships with dating sites, social media promotions and a premiere party. The goal is to generate buzz and reach over 26 million people through various paid, owned and earned media channels. Contingency plans are also discussed to extend the campaign if needed.
Mrs the secret to high quality participantsAndrew Barnes
The document discusses finding high quality participants for research. It reveals that market research's number one problem is accessing a quality and representative sample. It then discusses how traditional and digital recruitment can have issues like low quality participants and repeat respondents. Finally, it introduces behavioural recruitment using Facebook data to find participants who genuinely match criteria, are fresh and enthusiastic, and can be accessed at scale.
Automotive social media marketing webinarRalph Paglia
Doug Frisbie discussed how social media can help automotive brands connect with customers. He explained that Facebook has over 500 million users worldwide, with more than half returning daily. Facebook ads allow brands to target specific demographics and find buyers before they begin searching. Frisbie provided tips on building a Facebook page, advertising to drive connections, and publishing content to engage fans. He emphasized focusing on building relationships and being timely and relevant in posts.
This document provides information about Facebook's business, products, and case studies. It discusses Facebook's mission, user base, time spent on site, and audience reach. It also outlines Facebook's products like Pages, applications, and different types of ads. Finally, it presents case studies on how companies have used Facebook for goals like product awareness, customer acquisition, and building their brand.
FFF 2014 Using Social Media to Build Awareness for Your FairSaffire
Cassie Roberts and Rita De Meir presented on using social media to build awareness at fairs. They discussed how the East Texas State Fair ran a successful Facebook campaign that increased their likes by over 2,000 in a month. They provided tips for using Facebook, including setting goals to find new followers, get likes on posts, and keep existing followers engaged through contests and sharing relevant content like images and videos. Attendees were encouraged to experiment with scheduling posts and using other platforms like Instagram, YouTube and Pinterest to engage broader audiences.
The document proposes launching a weekly podcast by MSN Entertainment to:
1) Provide additional media content and expand the brand for their audience
2) Generate new revenue through sponsorship opportunities
3) Align with their "No One Wants To Look Dumb" campaign messaging
It notes that podcast audiences have grown significantly year-over-year and that MSN Entertainment's audience closely matches typical podcast demographics. A weekly celebrity gossip podcast would capitalize on this audience and help compete with similar entertainment programs. The podcast would be promoted across MSN Entertainment and other platforms.
Market to Fandoms, not Demographics (TMRE - Nashville)Francesco D'Orazio
Over the past 10 years, fandoms have become the dominant currency in many industries, certainly in Film & TV, but also in Gaming, Sports, Fashion, Tech and now Finance. Their impact will continue to expand to more categories as the key trends that have propelled them to their position today continue to accelerate.
In TV, audience communities organized around their interests are proven to be more effective at driving tune-in than any demographic-based group. So why is so much of our marketing still focussed on demographics rather than fandoms? Short answer: demographics are easy, fandoms are difficult, there's no playbook for it.
In partnership with Twitter and Samba TV, our Research across 30 TV shows and 6 genres showed that Interest-based communities tune-in at a rate 4x higher than demographic-based communities, and fandom communities tune in at a rate 5x higher.
In this talk we’ll discuss the results of the study, analyze how fandom communities drive tune-in and explore the levers at your disposal to optimize your marketing strategy for fandoms, not demographics.
This document provides an overview of public relations strategies for small and medium sized businesses. It discusses media relations, including how to pitch stories to local media outlets. It also covers using blogging and social media, such as Facebook, LinkedIn, and Twitter, to engage customers and promote your business. Specific tips are provided on setting up business pages and profiles on social networks and using them effectively for marketing purposes.
This document summarizes Audience and Consumer Marketing strategies and tools for different business units. It discusses using segmentation tools like LEAP and RAM panel testing to understand audiences. It provides examples of pitching strategies to advertisers using tools like Acxiom PersonicX for audience segmentation and identifying customer types like "Skyboxes & Suburbans". Polling tools like Civic Science and automotive data from R.L. Polk are also discussed for targeting and analytics. Specific campaign proposals are provided for auto dealerships including email, display, mobile and Facebook advertising.
Similar to Using data to put a face to your Facebook fans (20)
In this week's updates see expanding Story placements, new YouTube industry verticals (watch out especially for upcoming automotive and food versions), plus a definitive study on where hashtags should appear within Instagram posts to boost engagement
This document provides a summary of recent social media trends and innovations. It discusses new shopping tools added to Instagram to help businesses capitalize on buyer interest during the holiday season. It also mentions Facebook rolling out an "unsend" feature on Messenger to allow users to remove messages within 10 minutes. Additionally, it covers Instagram introducing a dashboard to track time spent on the app and LinkedIn enhancing sharing and management tools for company pages.
This document summarizes the latest social media news and trends. It discusses Snapchat launching original TV-like shows to attract younger audiences, Facebook rolling out support for 3D photos, expanding chat features in Facebook Groups, and changes to how Facebook Pixel and Twitter Moments work. It also notes that YouTube accounts for 47% of global music streaming, even though most of it is through free listening rather than YouTube's paid music service. The document provides actions brands can take in response to each trend.
We like to keep a razor-sharp focus on the digital and
social trends, conversations and people that matter to
our audiences. Our social round-up curates the most
essential news that brands need to be aware of.
This document provides a summary of the latest social media trends and innovations from The Social Digest. It discusses new capabilities on Snapchat like face filters and augmented reality shopping. It also mentions new features on Facebook like QR codes for pages and reports on key discussion trends. Additionally, it notes growth in users and time spent on Reddit as well as continued steady usage of Facebook despite privacy issues.
This document provides a summary of recent social media trends and innovations in 6 paragraphs. It discusses new features on Instagram that allow users to upload multiple photos and videos to stories simultaneously, tests of unskippable ads on Snapchat, Facebook showing pre-roll ads in more places, redesigns of Pinterest business profiles, new muting capabilities on Twitter, Spotify releasing a new ad-supported app with personalized playlists, social media surpassing price comparison sites for product research, new augmented reality lenses called "Snappables" on Snapchat, and information about the company Gravity Thinking that focuses on social media strategy.
Business Director Michaela MacIntyre talks us through the Gravity Thinking approach to influencer marketing for brands including why you should be investing in this channel, a clear taxonomy of the types of influencers and what to expect when working with them as well as some top tips for how to manage risk and measure influencer activity. https://vimeo.com/246069774
The document discusses how Gravity Thinking leverages social intelligence to develop effective social media strategies and campaigns for its clients. It provides examples of social media campaigns Gravity Thinking developed for several clients across different industries, which analyzed social media conversations, identified influencers and communities, and created targeted campaigns to address clients' business goals. The campaigns engaged influencers, optimized content and messaging for different social platforms, and measured results to inform ongoing strategies.
1) Gravity Thinking attended the Changing Media Summit hosted by the Guardian which featured leaders from major media, technology, and marketing companies discussing the changing media landscape.
2) Key themes that emerged were the rise of content and social media, changing consumer media habits, and how brands can leverage opportunities while avoiding risks in this new environment.
3) Brands will need to become more responsive, participative, and meaningful by embracing open collaboration and providing quality content while carefully managing their online presence and communities.
The document discusses how Gravity Thinking uses social intelligence to understand consumer conversations and develop marketing strategies for clients. It provides examples of how Gravity Thinking analyzed social media discussions regarding brands like Philips, Sailor Jerry rum, Maximuscle, Gaggia coffee machines and air fryers to develop targeted strategies addressing consumer interests and concerns.
SXSW 2012 saw over 25,000 attendees gather in Austin, Texas to discuss emerging trends in technology and social media. Several key themes emerged, including the growth of "SoLoMo" platforms that integrate social, local, and mobile features; the importance of user privacy as data sharing increases; and the potential for using new technologies to drive social good. Many brands actively engaged attendees through hackathons, sponsored events, and other interactive experiences, demonstrating the power of social media for business. The festival highlighted the growing influence of online communities and importance of transmedia storytelling across multiple screens.
The document discusses changing the mindset around social media and unlocking its potential for brands. It argues that social should not be seen as merely an add-on but rather as a way to develop relationships and achieve advertising goals more intelligently. It then outlines five principles for brand building on social media: approach each post with campaign-level care, elevate content beyond existing followers, prepare to act quickly, always add value, and properly measure and learn from performance. Examples of major brands successfully applying these principles are provided.
This document discusses the evolution of content marketing over the past century and how different social media platforms require different content strategies. It provides examples of how brands like Red Bull, Asda, and Topshop are successfully using platforms like YouTube, Facebook, Twitter, and Pinterest to engage audiences. While content marketing has been around for over 100 years, new technologies and the rise of social media have created new opportunities for storytelling and brand advocacy. However, the document cautions that success requires understanding audiences and choosing the right platforms and content for each.
4 key facebook metrics you should be using right now social media week 2013Gravity Thinking
The document discusses key Facebook metrics and how to optimize content performance using EdgeRank. It recommends measuring content performance, designing for different audiences, monitoring all user actions including negative ones, spending advertising dollars wisely, using calls to action, targeting non-fans with strong content, and only amplifying the best content. The goal is to make EdgeRank work in favor of showing content to more users.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
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3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Using data to put a face to your Facebook fans
1. 1
USING DATA TO PUT A FACE TO YOUR
FACEBOOK FANS
#smwsocialdata
@gravitythinking
Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU
T 0203 7143000 E andrew@gravitythinking.com W gravitythinking.com
FB http://facebook.com/gravitymarketing
TW http://twitter.com/gravitythinking
LI http://linkedin.com/company/gravitythinking
2. Specialist
Digital, data and social
media
Accountable
Data driven and attribution
focused
Independent
5 Years – 25 technologists,
strategists & creative thinkers
Partnered
Technical, development and
Social
Discipline
in
digital
Building brand equity through digital and social marketing
About
Gravity
Thinking
5. 5
• Who are your Fans?
• Are there important and differentiated Fan characteristics, and
thus segments?
• How do we bring value to specific segments, driving more
relevancy and engagement?
• What does the composition of our Facebook Fan base tell us
about our overall customer base?
• How should you run a Fan acquisition campaign?
• How connected is your Facebook work to your CRM program?
• How does the deeper Facebook profiling change or add to your
segmentation models, and does it change your content/
contact strategies?
The
7
criCcal
quesCons
10. PROFILE
PIIC
NAME TYPE ENGAGEMENT FREQUENCY FIRST
SEEN
LAST
SEEN
INFO
LEVEL
MATCH
BACK
PEOPLE
SCORE
Jane
Smith Storyteller High High 7/27/12 2/26/13 Basic ý 4.00
Jane
Smith Storyteller Medium High 7/30/12 2/26/13 Extend þ 4.00
Jane
Smith Storyteller High Medium 8/13/12 2/26/13 Basic ý 4.00
John
Smith User Medium Medium 10/7/12 2/27/13 Basic ý 4.00
Jane
Smith User Medium Low 11/13/12 2/26/13 Extend þ 3.50
John
Smith Storyteller Low Low 11/17/12 2/26/13 Extend þ 3.40
The
importance
of
storytellers
11. 11
CUSTOMER
DEMOGRAPHICS
Name: Jane Smith
Age: 32
Birthday: Nov 13, 1980
Gender: Female
Family: Married
Education: MBA
College: Dartmouth
Major: Economics
Home: San Francisco, CA
Hometown: Bloomfield Hills, MI
Country: USA
Employer: Oracle
Position: Sales Director
Language: English, French
INTEREST GRAPH
BRANDS
Mercedes Benz, BMW,
Tesla, NorthFace
CELEBRITIES
Anderson Cooper, Maria
Bartiromo, Lindsay Vonn
SOCIAL GRAPH
FRIEND: Nancy
Age: 36
Gender: Female
Likes: Tesla, Prada
Check-Ins: Giant Stadium
BROTHER: Aaron
Age: 34
Gender: Male
Likes: BMW, Ferrari
Check-Ins: Heavenly Mountain
Resort
ACTIVITY GRAPH
CHECK-INS
Giant Stadium
Disney World
Heavenly Mountain
Resort
AMC Metreon 16
RSVPs
Giants Game
Heavenly Weekend
Family Movie Night
Dartmouth Reunion
AUDIENCE PROFILE SEGMENT:
High income, urban mom’s, car enthusiast
BIRTHDAY: Turned 32 in
November2012
PROMOTION: Her job title just
changed in
January 2013
NEW BABY: Had her twin boys
in February 2012
LIFE EVENTS
Social
detailed
data
user
data
If
you
are
running
any
applicaCons
on
your
Facebook
Page
that
ask
for
user
permissions,
you
have
access
to
a
wealth
of
deep
user
data:
AUDIENCE
PROFILE
SEGMENT
High
income,
urban
mums,
car
enthusiasts
12. Run
Anova
Run
Correlation
Run
K-Means Clustering
Run
Frequency Distribution
Run
Clusters
Develop
Segment ID
Develop
Annotated List
Produce
Audience Segments
Grants
User
Permissions
Pull
Profile Data
Run X times
1
Luxury Auto Brand Page ‘Likes’
BMW
Merced
es Benz
InfinitiLex
us
Rang
e
Rove
r
Activities
Outdoor
Sports
(Summer)
Wint
er
Spor
ts
Auto Racing
Bike
Ridi
ng
Nascar
Demographics
65% Male v. 35% Female
Top 5 Cities:
• Chicago
• Boston
• Daytona Beach
• Miami
• Newport Beach
11% 36%27%14%12%
65+ 45 - 64
25 - 44 18 - 24
Other ‘Likes’
15% The Harry Potter Book Series
30% The Rolling Stones
40% Motorcycles
25% Roller Coasters
Relationships
• 27% ‘Like’ 3 or more luxury car brands and 34% ‘Like’ 2 or more
• Fans in urban areas are 4x more likely to ‘Like’ multiple luxury car brands
• Rolex and Nieman Marcus are the top retail brands liked by fans of luxury car brands
• Of Winter sports, skiing is the most commonly named activity
Profiles
Number of Profiles: 157,320
36% shared on Facebook,
Twitter, etc.
9% shared multiple times
78% were not existing fans
and of those,
90% (110,439) liked the
Page
Developing audience segments
14. 1. Analyse
Facebook
user
profile
data
(with
appropriate
access
permissions)
to
develop
an
understanding
of
the
brand’s
Fan
base
and
surface
staCsCcally
significant
Fan
segments
2. Analyse
segments
to
determine
interacCon,
by
segment,
with
brand
content
3. Provide
user-‐level
CRM-‐match
with
associated
segmentaCon
data
appends
14
ObjecCve
16. 16
• 4,185 respondents
• 3,420,960 total ‘Likes’
• 817 average ‘Likes’ per respondent
• 139,934 unique Pages over 210 content
categories
• 1,215 unique Pages were Liked by at
least 10% of the survey universe
• Target was the top Page with 61% of
respondents being Fans of the Page
Overview
17. • The universal client Fan shows three common elements:
• Budget-Focused – Fans ‘Like’ a wide variety of Pages in
retail categories to look for deals & coupons
• Home-Centric – Prominent categories of Pages reflects
their home-centered lives
• Health/Beauty-Conscious – 9 out of the top 20 Pages
center around health/beauty
17
*Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue
Universal
Client
fan
overview
18. • The graph below shows universal Fans and their Page ‘Likes’
from the top 10 percentile of Pages (1,215 Pages). In total,
there are 192,128 Fan ‘Likes’ within these pages
18
17.39%
15.62%
13.62%
8.95%
7.58% 6.96% 6.81%
4.25% 4.14% 3.73% 3.33% 2.95% 1.91% 1.80% 0.98%
0.00%
5.00%
10.00%
15.00%
20.00%
*Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue
Universal
Client
fan
overview
20. 20
1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular
Music
Universal Music
Group
Country Music The GRAMMYs 80’s Music Yamaha Ent. Group
Television FX Has The Movies
The Ellen DeGeneres
Show
SpongeBob
SquarePants
Official Peppa Pig – US WNCN
Books Books R Us Slap Dash Mom James Patterson Kelly Stilwell Aunt Maggie Rocks
Internet Good Housekeeping All You Magazine Womensforum.com TotalBeauty.com ShefFinds.com
Movies Redbox Yahoo! Movies
Oz The Great and
Powerful
Blockbuster AMC Theaters
Universal Fan ‘Like’ Count ‘Likes’ per Fan
Music 1,342 1.6
Television 14,244 17
Books 4,678 8.4
Internet 4,216 5.0
Movies 11,434 13.7
Metrics by media Pages:
Top five media Pages:
Universal
Client
media
pages
21. 21
SAMPLE
SEGMENT
ANALYSIS
The
analysis
produced
segments
that
are
both
staCsCcally
significant
within
the
universal
populaCon
and
staCsCcally
different
from
other
segments.
Following
is
a
sample
segment:
22. Segment Bio and Behavior
The Passionate Urbanite is driven by their interests and values. While
showcasing a traditional religious outlook, their Page ‘Likes’ revolve around
media consumption and cars. Of all three segments, they care the most
about entertainment, particularly African-American-centric music,
television, and movies.
22
Segment Demographics
• Gender: Female/Male
• Age: 45 – 64
• Ethnicity: Caucasian &
African American
• HHI: $0K - $25K & $40K - $70K
• Rent/Own: Rent & Own
• Segment Value: High
• Segment Content
Engagement: Medium-High
Primary ‘Like’
Associated ‘Likes’
Fan
segment:
Passionate
urbanite
23. The
graph
below
shows
the
percentage
of
Fans
that
‘Like’
AT&T
U-‐Verse
and
an
addiConal
Page
23
13% 13% 13% 13%
11% 11% 11% 11%
9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%
0%
2%
4%
6%
8%
10%
12%
14%
*These ‘Likes’ do not repeat with the other Fan segments
Passionate
Urbanite
–
top
‘Like’
pages
24. 24
‘Likes’
Per Fan
1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular
Music 2.5
Yamaha
Entertainment
Group
No Ego Records
Universal Music
Group
The GRAMMYs EMG Pickups
Television 29.9 FX Has The Movies
The Ellen DeGeneres
Show
Hallmark Channel
USA
Entertainment
Tonight
Dog and Beth: On
the Hunt
Books 11.1 James Patterson
Suzanne Woods
Fisher
Ryan Winfield
Susan May Warren
Fiction
Siri Mitchell
Internet 24.5 iHeartRadio Good Housekeeping AOL Kudosz Womensforum.com
Movies 26.4 Redbox
Oz The Great and
Powerful
AMC Theatres Cinemark Wreck-It Ralph
Total Page ‘Likes: 28,964
Average number of ‘Likes’ per segment responded: 526.8
Media Total ‘Likes’ by media
Music 140
Television 1,642
Books 613
Internet 1,347
Movies 1,450
Top ‘Likes’ by media
Passionate
Urbanite
overview
25. The Savvy Mom supports her family by locating the best possible deals/coupons
and in some cases, generates extra income through an independent consultancy or
personal business venture (e.g., Etsy).
She likes products that frequently offer coupons and that are easy to stockpile.
She’s resourceful and is seen as practical.
Segment Bio and Behavior
25
Segment Demographics
• Gender: Female
• Age: 25 – 44
• Ethnicity: Caucasian
• HHI: $35K - $40K & $50K -
$70K
• Rent/Own: Rent & Own
• Segment Value: High
• Segment Content
Engagement: Medium-High
Primary ‘Like’
Associated ‘Likes’
Fan
segment
–
Savvy
Mom
26. The graph below shows the percentage of Fans that ‘Like’
Oberto Beef Jerky and an additional Page
26
*These ‘Likes’ do not repeat with the other Fan segments
15%
13%
12% 12% 12% 12% 12% 12% 12% 12% 12%
10% 10% 10% 10% 10% 10% 10% 10% 10%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Fan
segment
–
Savvy
Mom
page
top
likes
27. 27
‘Likes’
Per Fan
1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular
Music 1.2
Yamaha
Entertainment
Group
80’s Music
Universal Music
Group
Rock Music The Fillmore Detroit
Televisio
n
19.3 FX Has The Movies
The Ellen DeGeneres
Show
SpongeBob
SquarePants
Official Peppa Pig –
US
WNCN
Books 16.5 Kelly Stilwell Books R Us Slap Dash Mom Aunt Maggie Rocks
Gladys Parker and
Christina Lanphere
Internet 27.2 Good Housekeeping All You magazine Womensforum.com TotalBeauty.com
Thri"y Momma
Ramblings
Movies 15.4 Redbox Hop Blockbuster
Walmart
Moviecenter
Oz The Great and
Powerful
Total Page ‘Likes: 31,854
Average number of ‘Likes’ per segment responded: 612.6
Media Total ‘Likes’ by media
Music 64
Television 1,003
Books 616
Internet 1,414
Movies 801
Top ‘Likes’ by media
Savvy
Mom
overview
28. 28
Savvy Mom
‘Likes’ Per Fan
Boardwalk Bettie
‘Likes’ Per Fan
Passionate
Urbanite ‘Likes’
Per Fan
Universal ‘Likes’
Per Fan
Music 1.2 1 2.5 1.6
Television 19.3 14.5 29.9 17
Books 16.5 5.3 11.1 8.4
Media 27.2 15.1 24.5 5.0
Movies 15.4 10.5 26.4 13.7
Across
segments,
the
Fans
in
the
Passionate
Urbanite
group
have
the
most
media
‘Likes’
in
3/5
categories,
while
Savvy
Moms
have
the
highest
amount
of
‘Likes’
per
Fan
Total Brand ‘Likes’ Avg. ‘Likes’ per Respondent
Savvy Mom 31,854 612.6
Boardwalk Bettie 29,269 340.3
Passionate
Urbanite
28,964 526.8
Universal 684,192 817
Sample
segment
comparison
29. 29
Sample CRM Export (Facebook)
Fan Name
Reach
(Friends/
Followers) Email Address Profile Link
Fan
Segment
Engagement
Level
Influenc
e
First
Seen
Last
Seen
Client CRM
Segment
Marcus Nieman 693 name@gmail.com
https://www.facebook.com/
xxxx Savvy Mom Med High 9/12/12 4/30/13 2a
Jill Lang 703 name@yahoo.com
https://www.facebook.com/
xxxx Savvy Mom Med High 7/10/11 5/30/13 3c
Tyler Morrison 731 name@hotmail.com
https://www.facebook.com/
xxxx
Passionate
Urbanite Med Med 5/6/11 4/17/13 2a
Amanda Feldt 511 name@gmail.com
https://www.facebook.com/
xxxx
Boardwalk
Bettie Low High 3/2/13 5/30/13 4e
Robert Florent 575 name@gmail.com
https://www.facebook.com/
xxxx
Passionate
Urbanite Med Med
12/28/1
3 5/22/13 4e
Zoey Fields 490 name@hotmail.com
https://www.facebook.com/
xxxx
Boardwalk
Bettie Low Low 1/24/12 5/27/13 2a
Mark Downey 274 name@yahoo.com
https://www.facebook.com/
xxxx
Passionate
Urbanite High Med 7/20/11 5/08/13 3c
Eric Liebert 607 name@aol.com
https://www.facebook.com/
xxxx
Boardwalk
Bettie Low Med 6/16/10 5/09/13 2a
Katherine
Smith 598 name@aol.com
https://www.facebook.com/
xxxx Savvy Mom High High 9/13/13 5/09/13 4e
Kevin Nguyen 276 name@msn.com
https://www.facebook.com/
xxxx
Passionate
Urbanite Low Low 2/7/12 5/30/13 2a
Sample
export
data
to
Client
CRM
30. “Knowledge
is
power,
informaCon
is
liberaCng”
Kofi
Annan
• Your
consumers
are
the
perfect
research
group
• Purposeful
manual
audit
provides
a
useful
glimpse
• Harness
the
power
of
‘Big
Data’
for
real
insight
30
Summary
31. 31
QUESTIONS?
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