audience research: tools, tactics, and techniques
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AudienceResearchTools,Tactics,andTechniques
PreparedbyLogicalMarketingFebruary2016
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WhoamI?
LogicalMarketingisadata-drivenmarketingagencyfocusedonaudience-centricbookandauthormarketing.Weprovidedata,research,andinsightstoourclientstoinformandguidetheirpublishingefforts.Ourproductsandservicesarespecificallydesignedforthepublishingindustryandforpublishingbudgets.
Learnmoreat:www.Logical-Marketing.com
AboutTheLogicalMarketingAgency
MikeShatzkin@MikeShatzkin
PeterMcCarthy@PeterMcCarthy
JessJohns@JustJessJohns
FoundersandPrincipals
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Let’sdivein!
Source:http://cdn.chiefmartec.com/wp-content/uploads/2015/01/marketing_technology_jan2015.png
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Nope.Let’sstarthere.
Itisacapitalmistaketotheorize
beforeonehasdata.Insensiblyone
beginstotwistfactstosuittheories,
insteadoftheoriestosuitfacts.
–SherlockHolmes,
AScandalinBohemia
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Understandingtheaudience…
• Demographics:Whoarethey?
– Location,gender,ethnicity,incomelevel,educationlevel,maritalstatus,profession,familymakeup
• Psychographics:Howdotheythink?
– Whatdotheylike,love,dislike?Dotheyhavestrongbeliefs,opinions,orcauses?Howdotheydescribewhattheywant?
• Behaviors:Whatdotheydo?
– Howtheyspendtheirtime?Withwhoandwhere?
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…usingtools…
Source:www.SmithsonianMag.com
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…toidentifyandreachthemostofthemostrightpeople.
Byformingandactingonhypothesesaboutwho,what,when,where,how…
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MR.GEEK INTHESTUDY,ONGOOGLE,ONiBOOKS
WITHANiPADAND
GREEKGODS...
GEEK,JR.PRIORTOACCOMPLICE’S
BEDTIME
Andsometimeswhy(seeaccomplice).
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Anote…
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Ourkeytool:Chrome.
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THESUBJECTANDTHEGOALTheThingorThingsWeArePromoting
TheOutcome(s)We’reSeeking
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TheSubject:SherlockHolmes
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TheSherlockHolmesworksofSirArthurConanDoyle
Novels• AStudyinScarlet(1887)
• TheSignoftheFour(1890)
• TheHoundoftheBaskervilles(1901–1902)
• TheValleyofFear(1914–1915)
ShortStoryAnthologies• TheAdventuresofSherlockHolmes(1891–1892)
• TheMemoirsofSherlockHolmes(1892–1893)
• TheReturnofSherlockHolmes(1903–1904)
• HisLastBow:SomeLaterReminiscencesofSherlockHolmes(1908–1917)
• TheCase-BookofSherlockHolmes(1921–1927)
Goal:toreachpotentialbookbuyersandconvertthemtobuyers/readers.
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TheGoal:UnderstandingtheCustomerJourney
Discovery
Consideration
Conversion
RelationshipEnsuresatisfaction
Identify,understand,and.reachthemostofthemost.
rightpeople.
Showthemwhattheyare.lookingforifyouhaveit
Tellthemwhyitiswhattheyare.lookingforintheirlanguage
EditorialMarketing
PRSales
EditorialSales
MarketingPR
EditorialSales
Marketing
EditorialMarketing
Author/Brand
Howconsumersfind,engage,decide,andbuy(ornot),andread(ornot)
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SEARCH
SomeFreeAnalysisandResearchTools
• GoogleTrends
• GoogleAutoPrompts
• AmazonAutoPrompts
• Soovle
• ÜberSuggest
• KeywordTool.io
• GoogleAdwords
• SEMRush
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“Data!Data!Data!”hecriedimpatiently.“Ican'tmakebrickswithoutclay.”
–SherlockHolmes,
TheAdventureoftheCopperBeeches
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GoogleSearch
15
Showsusveryquicklywhatisouttherethatisbigenoughtomatter.
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GoogleTrends
We’llcheckGoogleTrends….“Sherlockholmesbooks”,“Sherlockholmesstories”,andThecompleteSherlockHolmes(Novel).
16
Data:GoogleSearchVolume,2004-Present
Comparingsearchvolumeoftermsandentities.
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GoogleTrends
Lookingatregionalhotspots.
17
Data:GoogleSearchVolume,2004-Present
Regionaldataisindexedtoreflect“popularity.”Forexample,usersintheSingaporeandtheUnitedStateshavethesamesearch“score”becausethey'reequallylikelytoseesearchesforagiventitlecomingfromtheirpopulation.
However,theymaynothavethesamenumberoftotalsearchesfortheterm.
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GoogleTrends
Whichmaydifferwithinanauthor’sworks.
18
Data:GoogleSearchVolume,2004-Present
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GoogleTrends
Helpingto“aim”ourefforts.
19
Data:GoogleSearchVolume,2004-Present
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GoogleTrends
• We’recuriouswhichofthesenovelsenjoysthemostsearchvolumeinGoogle.
Comparingsearchvolumeforentities.
20
Data:GoogleSearchVolume,2004-Present
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GoogleTrends
• Wheredothesesearcherslive?
Regionality–drillingin.
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Data:GoogleSearchVolume,2004-Present
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GoogleTrends
Regionality–gettinggranular.
22
Data:GoogleSearchVolume,2004-Present
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GoogleTrends
Regionality–verygranular.
23
Data:GoogleSearchVolume,2004-Present
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GoogleTrends
Comparingagainstacategorybaseline.“sherlockholmes”searchtermagainstBooks&Literaturebaselinehere.
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Data:GoogleSearchVolume,2004-Present
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GoogleTrends
And,TVShows&Programs
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Data:GoogleSearchVolume,2004-Present
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GoogleTrends
MediaWar!
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Data:GoogleSearchVolume,2004-Present
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GoogleAuto-Prompts+RelatedSearches
• Googlesuggestssearchtermsthatarerelatedtowhatyoutypedin
• Thesesuggestionsarebasedonwhatpeoplemostfrequentlysearchfor
• HelpsusunderstandtheterminologypeopleuseANDwhatthey’remostinterestedin
RefiningandTriangulating
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GoogleRelatedSearches
• Searchingforsherlockholmes3givesusanothersetofrelatedterms.
• Turnsout,it’sapossiblenewmovie,butalsorelatedtothe3rdseasonoftheseries.
Anotherleveldown
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• Searchingforsherlockholmesseriesshowswhatpeoplearemostinterestedin.
• A4thseason,watchingonline,olderversionsoftheseries,andthecast.
• Searchingforsherlockholmesbooksexpandsourunderstandingfurther.
• Peoplewantalistofthebooksinorder.
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GoogleRelatedSearches
Divingintobooktitles
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Wewanttofindingkeywordsforspecifictitles:TheHoundoftheBaskervilles,TheSignoftheFour,andAStudyinScarlet.
Commonthemesappearimmediately:PDF,SparkNotes,summary,quotes,characters…topicsstudentswouldbeinterestedin?
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GoogleAuto-Prompts
Exploratory…
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AmazonAuto-Prompts
Subtledifferences
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Soovle
“One-stopshopping”forauto-prompts.
32
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Übersuggest
• ÜbersuggestextendstheusageofGoogleauto-prompts.
• Thetooltakesyourbaseterm,addsaletteroradigitafterit,andextractssuggestionsforit.
• Youcanalsogetsuggestionsbasedonshopping,recipes,news,andother“verticalsearchintentions”andresults.
Letter-by-lettersuggestions
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GoogleAdwords
• GoogleAdwordscomeswithaKeywordPlanner
• Useittogetharddataforyourkeywordlist
• Useittogetmorekeywordideas
Moreideasandharddata
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Nowthatyou’vefoundabunchof
keywords,seehowoftenpeople
actuallysearchforthem
Getevenmore
suggestions
YoumustcreateanAdwordsaccountandentercreditcardinformation,butyouDONOTneedtoeverpurchase/runads.
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GoogleAdwords
• Findouthowoftenpeoplesearchforyourkeywords
• Enteryourkeywords
• SelectTargetingoptions
GetSearchVolume
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GoogleAdwords
• Highnumberofsearches+lowtypicallyoptimal
• Thecompetitionlevelisintendedforpaidads,butitcanbeausefulindicatorfororganicsearches.
GetSearchVolume
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KeywordTool.io
• KeywordTool.iocombinesthefunctionofÜberSuggestandGoogle’sKeywordTool.
• Thepaidversionwillgiveyousuggestionsplussearchvolumeandcompetition.
Bestofboth(foraprice)
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KeywordTool.io
• KeywordTool.iohasanoptionfor“Questions”
• OneoftherecentGooglealgorithmupdatesaddedmorefocusonquestionsthatpeopleaskinnaturallanguage,especiallyonmobiledevices
• Thesearegreatideasforlandingpagesorblogposts
Questions
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Wewouldassumeso!
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WEBSITES
YourOwnandOthers
• SimilarWeb
• SEMRush
• GoogleSimilarPages
• GoogleSearch
• GoogleAnalytics
• GoogleDisplayPlanner
• BuzzSumo(FreeExtension)
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Whatonemancaninventanothercandiscover.
–SherlockHolmes,
TheAdventureoftheDancingMan
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SimilarWeb
Sherlockian.netshowsuponGooglepage1for“SherlockHolmes”solet’sseewhatwecanfindoutaboutit.
WebsitesBehindtheScenes
41
UsingthefreeSimilarWebChromeExtension,wecangetwebsitetrafficdataforonesiteoracomparisonofuptofivesites.
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SimilarWeb
Sherlockian.netvisitorsmostlyliveintheUnitedStates.
VisitorLocations
42
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SimilarWeb
Wheredotheycomefromandwheredotheygonext?
Booksites.
Referrals
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SimilarWeb
Themajorityofthissite’strafficcomesfromsearch.
Acquisition
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SimilarWeb
Topkeywordsdrivingtothesite.
Search–keywordsandphrases
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SimilarWeb
Thesearesimilarsitesintermsofcontentandrank,andcanbeadditionalsourcesofinformation.
SimilarSites
46
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SimilarWeb
Basedonothersitestheyvisit.
AudienceInterests
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SEMRush
ThisChromeextensionisanothergreatsourceofinformationaboutanywebsite.
ChromeExtensionSEMRush
48
Toporganickeywordssendingtraffictothesite
Organickeywordcompetitorsaregoodplacestoinvestigate
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SEMRush
Wecangetmoredetailsaboutkeywords,traffic,andvolume.
DeeperIntoKeywords
49
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SEMRush
Acommonquestion:Howpopularisasite?Aretheyworthlookingat?(And,whydotheyrankhigherthanme?!?!)
Thisislargelyoutsidethescopeofthisdiscussion,but…therearelotsofpossibleanswers.LOTS!
Butoneisfrequentlyrelatedtothenumberofbacklinksthesitehas.
Backlinks
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Mozbar
So,how“powerful”isasiteoragivenpage?
51
Page&DomainAuthorityinSERP
context.
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GoogleSimilarPages
AnotherChromeextension,GoogleSimilarPages,findssimilarpagestoyourcurrentpage.It’sanothereasywaytodelveintovisitor’sinterestsandfindmorewebsitestoinvestigate.
FindMoreInterests
52
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GoogleSearch
Don’tforgetaGoogleSearchtofindsimilarpages.
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GoogleAnalytics
Forwhenyouownthesite.
54
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GoogleAnalytics
Howdidfolksarrive?Where?Andwhatdidtheydo?
55
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GoogleAnalytics
(Afew)searchterms.
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GoogleDisplayPlanner
(Afew)searchterms.
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BuzzSumo(FreeExtension)
What’s“popping?”
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COMMUNITIESWhatpeoplesay
Semantics,sentiment,data
• Goodreads
• LibraryThing
• Amazon
• Quora
• CommonSenseMedia
• Wikia
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Itistheunofficialforce–theBakerStreetirregulars.
–SherlockHolmes,
TheSignofFour
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Goodreads
RelatedShelves
AGoodSourceof“Whatelsedotheylike”info
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Goodreads
Title-specificinsights:relatedbooks,genres,andlists
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Goodreads
Readerreviews
Discoverhowreaderstalkaboutabook(oracomp),whattheycareabout,andwhatelsetheyconnectitto• “crime/noir/mystery”• Historyofcrime• Forensicanthropologyand
profiling• Holmesis“multifaceted”
– Boxer– Violinplayer– Chemistryexperiments
• PatriciaCornwell’sKayScarpetta
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Goodreads
Similarauthors
Whoelsedotheyliketoread?
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Goodreads
Similarauthors
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Goodreads
• Peoplecreatelistsofbookstheylike
• IftheylikeSherlockHolmes,whatelsedotheyputontheirlists?
• Browsearoundanddiscover
Listopia
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Goodreads
• Haspotentialtohelpusunderstandthemindofthereaderandwhattheyfindimportant
Quotes
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Goodreads
Groups
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Goodreads
Groups
69
Lotsofstufftopokearoundanddiscover…
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LibraryThing
UseLibraryThings’tagsand“tagmashes”inyourinvestigation.
PowerfulTool:Tags
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LibraryThing
• ThetagsinLibraryThing’ssystemareenteredbyusers
• Tagmashesaregreatforfindingbroadrelatedareas
• Relatedsubjectsshowsusmorereaderinterests
Tags,tagmashes,relatedsubjects
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LibraryThing
Discovermanymoreworksthatreadersconsiderrelatedto
sherlockholmesandyoungadult
Tagmash
72
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LibraryThing
RelatedTagmashes
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eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
7474
LibraryThing
Book-specifictagsandrecommendedtitles
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
7575
LibraryThing
Author-specifictags
Dev
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tingAge
ncy
Februa
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STANDIN
GYOURAUDIENCE
7676
LibraryThing
Relatedauthors
Dev
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gica
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tingAge
ncy
Februa
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77
AmazonReviews
Insight:peoplemightbeconcernedabouttheageof
thebooks
ASourceofReaderLanguage
77
Comparisontomovie
Dev
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eLo
gica
lMarke
tingAge
ncy
Februa
ry201
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STANDIN
GYOURAUDIENCE
78
AmazonReviews
Lotsofkeywordspepperedthroughout
thisreview
ASourceofReaderLanguage
78
Dev
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lMarke
tingAge
ncy
Februa
ry201
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STANDIN
GYOURAUDIENCE
7979
Quora
Questions,answers,authorities…
Dev
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GYOURAUDIENCE
8080
Oftenesoteric…andjustasoftenquitemeaningful.
Dev
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ncy
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8181
CommonSenseMedia
CSM,parents,andkids…
Dev
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8282
Wikia
Fans
v
Dev
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8383
SOCIALMEDIA
YourOwnandOthers
• FollowerWonk
• DemographicsPro
• FacebookAudienceInsights
• FacebookAdInterface
• TwitterAudienceInsights
• Hashtagify
• SumoRank
Dev
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8484
He[Holmes]lovedtolieintheverycentreoffivemillionsofpeople,withhisfilamentsstretchingoutandrunningthroughthem,responsivetoeverylittlerumororsuspicionofunsolvedcrime.
–Dr.Watson,
“TheResidentPatient”
Dev
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edbyTh
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gica
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tingAge
ncy
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85
FollowerWonk
• WithFollowerWonk,wecananalyzeapopular(Followership+Authority)Twitteraccount
• Thisis@sherlockology,anaccountfocusedontheBBCserieswithalargefollowing
@sherlockology
85
Dev
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edbyTh
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gica
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tingAge
ncy
Februa
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86
Followerwonk
@sherlockologyfollowerlocations
86
Dev
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Februa
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87
Followerwonk
Howfollowersof@sherlockologydescribethemselves
@sherlockology
87
Dev
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Februa
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GYOURAUDIENCE
8888
Followerwonk
Dev
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edbyTh
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gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
8989
DemographicsPro
Notfree,butveryusefulandnotterriblyexpensive.
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
90
FacebookAudienceInsights
ThedemographicsbetweenSherlockHolmesbooks,series,andmoviesareverydifferent.ThesescreensfocusontheinterestsofSherlockHolmesanddetectivefictiontonarrowdowntheaudience.
SherlockHolmes+DetectiveFiction
90
Thisaudienceislikelytobe18-34(“millennial”range)
ToaccessFacebookAudienceInsights,youmustbelogged-intoaFBaccountwithmanagementprivilegesforaFacebookpage.
Dev
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edbyTh
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gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
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GYOURAUDIENCE
91
FacebookAudienceInsights
SherlockHolmes+DetectiveFiction
91
Lotsofyoungerfamilygroups
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
92
FacebookAudienceInsights
SherlockHolmes+DetectiveFiction
92
Commonjobsshowaverageworkingsinglesoryoungfamilies
Dev
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edbyTh
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gica
lMarke
tingAge
ncy
Februa
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6UNDER
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GYOURAUDIENCE
93
FacebookAdManager
93
Dev
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edbyTh
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gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
9494
TwitterAudienceInsights
Dev
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edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
9595
TwitterAdManager
Getsuggestionsforrelatedkeywords/hashtagsandTwitterbrands
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
9696
TwitterAdManager
Recommendedkeywords/hashtags
Entera“seed”keywordorphrasetogetsuggestedtermsandhashtagstoexpandyourreach
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
9797
TwitterAdManager
Findrelated@handlesandinfluencers
Dev
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lMarke
tingAge
ncy
Februa
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98
• WithPinterest,wecanfindlongtailkeywords
• Understandthesemanticrelationshipbetweenterms
• PinterestusersbuymorethanFacebookusers
SuggestedSearches
98
Dev
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gica
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tingAge
ncy
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99
Ideas
99
SherlockHolmes
jewelry?Thisonehas473
pins.
Popularrelatedtopics
andtags
Dev
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lMarke
tingAge
ncy
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6UNDER
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GYOURAUDIENCE
100
Ideas
100
Art,fanart,drawings…whowouldhavethought?
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
101
Hashtagify
FindRelatedHashtags
101
Investigatefansofthisshowtoo
AnotherSpanishhashtag
Spanishhashtag
Bothebooksandpaperbacksarehere
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
102
Tagboard
FindRelatedHashtags–Cross-network
102
Dev
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edbyTh
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gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
103
SumoRank
SumoRankletsuscheckoutthestatsforaFacebookPage.HerewehavethemainpagefortheSherlockBBCseries–ithaslotsofgooddatatoworkwith,beingsopopular.
“AnalyzeWhatWorksBestforaPage”
103
Dev
elop
edbyTh
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gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
104
SumoRank
Whatworksbestfortheaudience?
Inthiscase,it’simageposts.
“AnalyzeWhatWorksBestforaPage”
104
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
105
SumoRank
ThesefansaremostlikelytoengagewithonapostonSaturday.
“AnalyzeWhatWorksBestforaPage”
105
Dev
elop
edbyTh
eLo
gica
lMarke
tingAge
ncy
Februa
ry201
6UNDER
STANDIN
GYOURAUDIENCE
106
SumoRank
PeopleareveryhappyaboutnewepisodereleasesJ
“AnalyzeWhatWorksBestforaPage”
106
Dev
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gica
lMarke
tingAge
ncy
Februa
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GYOURAUDIENCE
107107
TECHNIQUE
Asuggestedapproach
Dev
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108108
Getagile
Photo:MariusBugge
HedgehogsareTypeApersonalitieswhobelieveinBigIdeas—ingoverningprinciplesabouttheworldthatbehaveasthoughtheywerephysicallawsandundergirdvirtuallyeveryinteractioninsociety.
Foxes,ontheotherhand,arescrappycreatureswhobelieveinaplethoraoflittleideasandintakingamultitudeofapproachestowardaproblem.Theytendtobemoretolerantofnuance,uncertainty,complexity,anddissentingopinion.Ifhedgehogs
arehunters,alwayslookingoutforthebigkill,thenfoxesaregatherers.
–NateSilver,TheSignalandtheNoise
PreparedbyLogicalMarketingFebruary2016
Thankyouverymuch.Questions?
PeterMcCarthy@PeterMcCarthy
www.logical-marketing.com
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