audience profiling for grownups: no guesswork allowed

AUDIENCE PROFILING FOR GROWNUPS: NO GUESSWORK ALLOWED

@Rodica_Mariawww.uktravelroom.co.ukwww.latitudegroup.com Copyright 2016 Latitude

T R AV E R S E 1 6 W O R K S H O P

AGENDA

How to identify audience data from the main social media channels

How to get visitor demographics in Google Analytics

How to use CAMEO Dynamic to take your profiling to the highest level

How to ready your personas for effective content creation

How to identify your audience data from the main social media channels

COLLECTING THE DATA

FACEBOOK

• Facebook data about audience is scarce unless you paid to promote content – that will give you more insights

• Strengths– In-depth age data– Location by city

• Results are easy to download and interpret

• Focus on top 3 locations to plan highly targeted content

TWITTER

• Best analytics data by far in terms of audience profiling

• Strengths– Income– Detailed Interests– Consumer buying styles

• Results can’t be downloaded. Need to copy & paste into the spreadsheet provided

• Income and buying style will inform a key part of your content & brand

PINTEREST

• Pinterest data is best to identify specific interests

• Strengths– Gender data – Specific interests data– Brands your audience are engaging

with

• Results are downloadable

• Use the brand data for partnerships and campaign work

GOOGLE ANALYTICS

• GA data can offer huge amounts of information about the audience that visits your site

• Strengths– Gender data – Specific interests data– Age

• Results are downloadable and easy to interpret

• Compare the age data with Facebook and get a right age bracket to target

Building the profile

CAMEO DYNAMIC

XXXXXDEMOGRAPHICS

Household Income: Household Composition: House Type: Council Tax Band: Credit risk: Savings and investments: Life events: Travel to: Travel by:

HOUSEHOLD DETAILS

Heavy useage of internet (XX hours)Uses Internet to ….Dating, social networkingWatches videos in social sitesReads blogs, listens to podcastsUses Social MediaSocial channels:

ONLINE PRESENCE

Write the magazines or newspapers

READS

Add their concerns. Put yourself in their shoes.

Good luck!

CONCERNS

Age: Gender: Education: Occupation: Industry: Interests:

How to ready your personas for effective content creation

Structured blog post schedule

Topics informed by the audience interests, concerns and lifestyle

Labels: Destination, Interests

Centralised account management of all content

Tone of voice based on magazines your audience reads

RESEARCH AND PLAN

YOU NOW KNOW

How to identify audience data from SM channels How to get visitor demographics in Google Analytics

How to use CAMEO Dynamic

Talk to the right people in the marketplace

How to write effective content for your audience

Thank you.Any

questions?