AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

KNOWING YOUR AUDIENCE

Prepared for

AAF GREATER EVANSVILLE

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Hello!

I’m Rachael Powell

@rachaelcpowell

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Today, we’re talking about…

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Sort of…

• Who is your social media audience?

• What can you know about them?

• How does that help you connect with them?

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Who is your target audience?

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Who is your target audience?

• Start with easy stuff: Demographics

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Who is your target audience?

• Start with easy stuff: Demographics

• Then, what makes them tick: Psychographics

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Who is your target audience?

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Who is your

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Sort of…

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

DATA

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Three Types of Data

• First Party Data

• Third Party Data

• Party Data

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Party Data

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Third Party Data

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Third Party Data Sources

• Pew Internet + American Life Project

• ComScore Data Mine

• eMarketer

• Nielsen

• Trade Media: AdWeek, Mashable, etc

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Third Party Data: Pew

PewResearch.org

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Third Party Data: ComScore Data Mine

ComScore.com/Insights/Data-Mine

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Third Party Data: eMarketer

eMarketer.com

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Third Party Data: Nielsen

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Every good conversation starts

with listening.

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

1. Mentions

2. Mindset

3. Methods

4. Messages

Four Things To Learn From Listening

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Free Social Listening Tools

• Hootsuite/Tweetdeck

• Google Alerts

• Buzzsumo

• Topsy

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Surveys

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Surveys

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Facebook Insights

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Facebook Insights

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Twitter Analytics

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: LinkedIn Analytics

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Audience Insights

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Audience Insights

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Audience Insights

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: Custom Audiences

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

First Party Data: A/B Test

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

More Options Coming Soon

“Facebook Finally Lets Its Firehose Be

Tapped For Marketing Insights Thanks To

DataSift…”

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Three Types of Data

• Party Data

• Third Party Data

– Pew Internet + American Life Project

– ComScore Data Mine

– eMarketer

– Nielsen

– Trade Media: AdWeek, Mashable, etc

• First Party Data

– Surveys

– Facebook Insights/Twitter Analytics/LinkedIn Analytics

– Audience Insights

– Social Listening

– A/B Testing

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Agenda

• Who is your social media audience?

• What can you know about them?

• How does that help you connect with them?

✓✓

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

“Facebook Admits Organic Reach of Brand Posts Is

Dipping...”

“Facebook Has Finally Killed Organic Reach…”

“Facebook introduces 'Relevance Score' for ads…”

Why Relevance Matters

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Sort of…

Data helps you make smart

creative decisions.

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

So what have we learned?

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

So what have we learned?

Puppies!(Party Data)

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

So what have we learned?

Puppies!(Party Data) Facebook + The Bachelor

(Third Party Data)

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

So what have we learned?

Puppies!(Party Data) Facebook + The Bachelor

(Third Party Data)

German Shepherd(First Party Data)

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Current Post

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Revised Post

AAF EVANSVILLE | SOCIAL MEDIA AUDIENCES

Thank You!