reaching the right people in social media
DESCRIPTION
Blake Samic, head of product at Shoutlet, shares how to target demographics within different social media networks. Presented at the 4th Annual PR + Social Media Summit at Marquette University.TRANSCRIPT
REACHING THE RIGHT AUDIENCE ON SOCIAL
BLAKE SAMICDIRECTOR OF PRODUCT MANAGEMENT
SHOUTLET
@BLAKESAMIC
How you can use the organic and paid targeting features of social networks to reach people with relevant messages
Oct 10, 2012
Why Target in the first place?
* More relevance* Less spammy generic messaging* Optimization* Deeper engagement possibilities
Organic vs. Paid
Targeting on brand messages/experiences you can deliver for free
Organic Targeting
Paid Targeting
Targeting on brand messages/experiences you pay to deliver
Organic Targeting
PAGE POST TARGETING
“GATING”Targeted subset of your existing fans will see the post
Makes your post only viewable by the target group, both in the news feed as well as on your Page’s Timeline
Targeting options * Location* Language
Organic Targeting
PAGE POST TARGETING
“NEWS FEED TARGETING”Targeted subset of your existing fans will see the post
Your post will only be seen by the target group in their news feed, but it can be seen by their friends if it gets shared
Targeting options * Location* Language* Gender* Age* Relationship Status* Interested In* Education Status* Work Network* College Network* College Majors* College Years
* Only available to Pages with over 5000 fans
Organic Targeting
TAB APP FAN GATING
Allows you to serve up one experience to fans and another to non-fans.
Often used to drive Page Likes
Targeting options * Fan Status (Fan vs. Non-fan)
Before Like After Like
Paid Targeting
FACEBOOK AD PRODUCTS
Facebook now has 24 different paid advertising products (12 ads products, 12 sponsored stories products)
Targeting options * Location* Age* Gender* Interested in* Relationship Status* Languages* Education Level* Workplace* Device/OS* Precise Interests* Broad Category Interests* Fan Status* Friends’ Fan Status
Paid Targeting
FACEBOOK ADS - ADVANCED TARGETING
CUSTOM AUDIENCESYou can upload a list of your customers to Facebook to create a custom audience
Facebook matches your list to users based on user ID, email address, or phone number
Targeting options * You upload the list, so your targeting is limited by how well you can segment your customer database and the matching that Facebook can do against those names
Paid Targeting
FACEBOOK ADS - ADVANCED TARGETING
ACTION SPECTarget users have taken any relevant action on any Facebook object
Examples:* People or friends of people who like a certain Page
* People or friends of people who listened to a certain song in Spotify
Targeting options * Target based on actions people have taken or not taken on Facebook and in Facebook connected apps
Paid Targeting
FACEBOOK ADS - ADVANCED TARGETING
FACEBOOK EXCHANGE (FBX)
Facebook controls 25% of the display ad inventory on the Internet according to comScore.
Targeting options * Retargeting options (example: people that have visited your website in the last 24 hrs)
FBX allows real-time-bidding applications to bid on this inventory and makes it available for retargeting by use of browser cookies
Organic Targeting
No organic audience targeting features.
Anyone who follows your Twitter account will be able to see your Tweets.
Targeting options * N/A
You might consider creating multiple Twitter accounts for this purpose and letting people subscribe the accounts that are most relevant to them
Paid Targeting
TWITTER PROMOTED TWEETS
Promoted Tweets can be targeted to people in a specific geographic area or on a specific device
Targeting options * Location* Device/OS
In search results:
In users’ timelines:
Targeting options * Location* Device/OS* Followers or people like followers
Paid Targeting
TWITTER PROMOTED TRENDS
Targeting options * Geographic area
Promoted Trends can allow the brand to put a Tweet at the top of trend results in specific geographic areas
Organic Targeting
COMPANY PAGE POST TARGETING
Targeted subset of your existing company page followers
Targeting options * Company size* Industry* Function* Seniority* Geography
Paid Targeting
LINKEDIN ADS
Target people beyond your company page followers
Targeting options * Job Title* Job Function* Industry* Seniority* Geography* Company Size* Company Name* Age* Gender* LinkedIn Group
Foursquare
Organic Targeting
VENUE SPECIALS
Present a special to people that check-in at a specific venue
Targeting options * Location (specific venue)* Mayor* Based on frequency of visit* Based on being new
Organic Targeting
LOCAL UPDATESPeople who like your venue and are close to your venue will receive local updates
People can ‘like’ the venue explicitly or express affinity by repeat visits
Targeting options * Location (choose which venue(s) to broadcast the local update from)
PROMOTED UPDATESIn special beta test with selected brands currently
Foursquare’s “Explore” Algorithm recommends places that people will like. Promoted updates only show up in “Explore” and can only be served to people that Foursquare would recommend your business to anyway.
Targeting options * Location (choose which venue(s) to broadcast the local update from)
Paid Targeting
Google+
Organic Targeting
Targeting options * Based on Circles you create and add people to
PAGE POSTSYou can target Google+ posts using Circles
You can only add people to your Circles if they’ve added your brand page to their Circles
Paid Targeting
No Google+ paid options at this time
Organic
Paid
SUMMARY OF TARGETING METHODS
* Post Targeting - Gating* Post Targeting - News Feed Targeting* Tab App Fan Gating
* Facebook Ads* Facebook Sponsored Stories* Custom Audiences* Action Spec Targeting* Facebook Exchange (FBX)
N/A
* Promoted Tweets* Promoted Trends
* Company Page Post Targeting
* LinkedIn Ads
* Venue Specials* Local Updates
* Promoted Updates
* Page Post Targeting w/ Circles
N/A
Q&A
?
Let’s connect on Twitter
@BLAKESAMIC