audience profiling for grownups: no guesswork allowed
TRANSCRIPT
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 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
• 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 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?