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.

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

3. 3
The
most
fans
in…….

4. The
largest
research
group
in
the
World
LIFE

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

6. 6
Manual
methods
of
analysis

7. 7
Manual
methods
of
analysis

8. 8
Manual
methods
of
analysis

9. 9
Manual
methods
of
analysis

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

13. FACEBOOK
FAN
SEGMENTATION
SAMPLE
REPORT

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

15. 15
FINDINGS

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

19. Top 20 Pages, broken down by percentages:
19
61%
54% 53% 52% 51% 51% 50% 50% 49% 49% 49% 49% 49% 48% 48% 48% 47% 47% 47% 46%
0%
10%
20%
30%
40%
50%
60%
70%
Universal
Client
fan
overview
(ctd)

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?
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