how to find your audience on social media
TRANSCRIPT
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How to Find Your
Audience on Social MediaUsing Social Data to
Determine Your Ideal Social Media Mix
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Agenda1. 2017 State of Social2. The Great Divide3. Social Network Snapshots4. Industry Audience Breakdowns5. Do you hear what we hear?
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What is Tracx?Tracx is the only deep listening platform that helps uncover insights, build relationships, and drive revenue in the social economy.
#SocialMix | Intro
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Who are we?
Robyn ShowersDirector of Content & Social Media, Tracx
Jenifer KernChief Marketing Officer,
Tracx
#SocialMix | Intro
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2017 State of Social
#SocialMix | State of Social
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There are a lot of people on social media.
2.79 billion active social media
users
74% of the world’s internet users
+21% growth since last year
Worldwide as of Jan 2017, We Are Social
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And they have a lot to say.
#SocialMix | State of Social
IN A SOCIAL MEDIA
MINUTE…
• 1,300 blog posts• 56,000 Instagram posts• 360,000 tweets• 1.7 million Facebook posts• 2 million YouTube video views
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But they’re not all talking on every platform.
Source: Pew
One Site Two Sites Three Sites Four Sites Five Sites
% OF INTERNET USERS WHO USE THE FOLLOW-ING NUMBER OF SOCIAL NETWORKING SITES
28%24%
16%
8%4%
Many people are only active on one or two networks.
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Besides Facebook, social media usage is scattered and diverse.
Use Twitter
Use Instagram
Use Pinterest
Use LinkedIn
Use Facebook
% of Twitter users who…
-- 65% 48% 54% 93%
% of Instagram users who…
49% -- 54% 48% 95%
% of Pinterest users who…
38% 57% -- 41% 92%
% of LinkedIn users who…
45% 53% 43% -- 89%
#SocialMix | State of Social
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The Great Divide
#SocialMix | The Great Divide
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There’s a mismatch between companies and consumers.
Social Media Network
% Companies Using Network
1 Facebook 96%2 Twitter 71%3 YouTube 61%4 LinkedIn 60%5 Instagram 55%6 Google + 47%7 Pinterest 34%8 Reddit 7%9 Tumblr 14%10 Flickr 12%Sources: Clutch, WeAreSocial
Where Companies Are
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There’s a mismatch between companies and consumers.
Social Media Network
% Companies Using Network
1 Facebook 96%2 Twitter 71%3 YouTube 61%4 LinkedIn 60%5 Instagram 55%6 Google + 47%7 Pinterest 34%8 Reddit 7%9 Tumblr 14%10 Flickr 12%Sources: Clutch, WeAreSocial
Where Companies Are Social
Media Network
Avg. Unique Monthly Users
1 Facebook 1.87 billion2 YouTube 1 billion3 Instagram 600 million4 Tumblr 550 million5 Twitter 317 million6 Sina Weibo 297 million7 Pinterest 150 million8 LinkedIn 106 million9 VKontakte 90 million10 Reddit 85 million
Where Consumers Are
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Social Network Snapshots
#SocialMix | Social Network Snapshots
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Facebook• Most popular social network by a
landslide• Leans slightly more female• Best place to reach Gen X &
older millennials• Highest engagement
Top Challenge: Volume of Data
#SocialMix | Social Network Snapshots
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YouTube• Second most-popular network• Better than TV• Male-friendly• Great for how-to content• Search + social
Top Challenge: Video Production
#SocialMix | Social Network Snapshots
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Instagram• Fastest-growing social network• Master of mobile• Female friendly• Millennials & teens• Uptick in rural users• Brand-friendlyTop Challenge: Influencer Marketing
#SocialMix | Social Network Snapshots
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Twitter• Easy to monitor• Social media power users• Male-dominated• Low engagement
Top Challenge: Brand over-reliance
#SocialMix | Social Network Snapshots
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Pinterest• Girl power• Fashion, food, and inspiration• Ecommerce• Evergreen, search alternative
Top Challenge: Identifying trends
#SocialMix | Social Network Snapshots
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LinkedIn• More popular than Twitter• Well-educated & high-income• Males more active than
females• Less likely to use other social
networks• Reach 30+ crowd
Top Challenge: Utilizing groups and influencers#SocialMix | Social Network Snapshots
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Reddit• Young & male• Quick & knowledgeable feedback• Quirky, niche audiences• Market research• Casual, conversational
Top Challenge: Pinpointing relevant conversations
#SocialMix | Social Network Snapshots
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Industry Audience Breakdowns
#SocialMix | Industry Breakdowns
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GamingTop 10 Networks1. Instagram2. Twitter3. YouTube4. Forum5. Reddit6. Google+7. Blog8. Facebook Page9. Vkontakte10.Retail
#SocialMix | Industry Breakdowns
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Banking & FinanceTop 10 Networks1. Twitter2. Blog3. News4. Facebook5. Instagram6. Retail7. Google+8. YouTube9. Forum10.Flickr
#SocialMix | Industry Breakdowns
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Film & MediaTop 10 Networks1. Instagram2. Twitter3. Facebook4. YouTube5. Blog6. Google+7. Forum8. Reddit9. News10.Flickr
#SocialMix | Industry Breakdowns
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Consumer Packaged Goods
Top 10 Networks1. Twitter2. Instagram3. Facebook4. Blog5. News6. YouTube7. Google+8. Forum9. Retail10.Reddit
#SocialMix | Industry Breakdowns
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RetailTop 10 Networks1. Twitter2. Instagram3. Facebook4. Flickr5. Forum6. Blog7. YouTube8. Reddit9. Google+10.Retail
#SocialMix | Industry Breakdowns
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Are you missing the big picture?
#SocialMix
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Eliminate blind spots with Tracx.
Complete owned,
earned and paid
14 major social
networks
covered
300 M+ blogs, news,
forums & review sites
Access to the full
conversation
#SocialMix
2x better coverage than the
leading competitor
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Don’t be sunk by what you can’t see.
#SocialMix
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See more with Tracx.Get a customized social benchmark report today:• Share of Voice• Audience Demographics & Network Breakdown• Engagement, Reach & Interactions• Influencer Impact Score• Conversation Drivers• GeoHeat Map• Image Analytics
Tweet at @Tracx: #ShowMeTheData
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Thanks for listening!
#SocialMix