how to use social data to build your marketing strategy?
TRANSCRIPT
![Page 1: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/1.jpg)
How to use social data to build your marketing strategy?
![Page 2: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/2.jpg)
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Facebook Business Model and data intelligence
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BUSINESS MODEL
Interests based Targeting possibilities for Agencies and Brands
Declarative Information & Location
Age, family, studies, job
Activity on Facebook Apps and Services
Page Likes, Post Likes, comment, shares, Post clicks
Other Online Activity
Websites you visit News you read
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What if you could use Facebook as a Audience Profiling tool & Get a full understanding of the people that matter to your brand?
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MARKET RESEARCH 3.0 Fast
Localised Interests
…
Thousands of criteria
availableAGE GENDER GEO-LOCALISATION
RELATIONSHIP STATUS
EDUCATION
SOCIO-DEMOGRAPHICS
FAMILY STATUS
INDUSTRIES
TV Channel
Newspapers
Radio Channels
MEDIA PREFERENCES
Magazines
Social Networks
Digital Activities Primary Browser
TECHNOLOGIES
Mobile Devices IOS Android
HOBBIES AND ACTIVITIES
SPORTS Genre
HOME & GARDEN
Teams Athletes
SHOPPING
TECHNOLOGY
OUTDOOR RECREATION
TRAVEL
PETS
ARTS AND ENTERTAINMENT
ARTS
READING
MOVIES
MUSIC
LIFE EVENTS
TV
GAMES
Genre Bands & Singers
TV SHows TV Presenters
Genre
Automotive SERVICES
Energy
BRANDS AFFINITIES
PRODUCTS
Food&Drinks
Fashion
Banks
Electronics
Retail Stores
Transport E-Commerce
JOHN DOESEARCH FREE TRIAL15 ? ô
2
PEUGEOT
Ȍ AUTOMATIC
Ȍ CUSTOM #1
Ȍ CUSTOM #2
NEW PERSONA
SEE DETAILS�
TARGET AUDIENCE
1 10 000 personsÄ
REFERENCE AUDIENCE
30 900 000 personsÄ
TOP SHOPPING
DEVICE
MOBILE64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME76%
OS MOBILE
ANDROID80%
OS DESKTOP
WINDOWS 1071%
ǒ H ïMENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETINGSALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACHMOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN24%
PARIS MATCH28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA21%
TÉLÉ LOISIRS16%
LE MONDE17%
FIGARO18%
L’OBSERVATEUR10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
![Page 7: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/7.jpg)
JOHN DOESEARCH FREE TRIAL15 ? ô
2
PEUGEOT
Ȍ AUTOMATIC
Ȍ CUSTOM #1
Ȍ CUSTOM #2
NEW PERSONA
SEE DETAILS�
TARGET AUDIENCE
1 10 000 personsÄ
REFERENCE AUDIENCE
30 900 000 personsÄ
TOP SHOPPING
DEVICE
MOBILE64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME76%
OS MOBILE
ANDROID80%
OS DESKTOP
WINDOWS 1071%
ǒ H ïMENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETINGSALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACHMOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN24%
PARIS MATCH28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA21%
TÉLÉ LOISIRS16%
LE MONDE17%
FIGARO18%
L’OBSERVATEUR10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
JOHN DOESEARCH FREE TRIAL15 ? ô
2
PEUGEOT
Ȍ AUTOMATIC
Ȍ CUSTOM #1
Ȍ CUSTOM #2
NEW PERSONA
SEE DETAILS�
TARGET AUDIENCE
1 10 000 personsÄ
REFERENCE AUDIENCE
30 900 000 personsÄ
TOP SHOPPING
DEVICE
MOBILE64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME76%
OS MOBILE
ANDROID80%
OS DESKTOP
WINDOWS 1071%
ǒ H ïMENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETINGSALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACHMOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN24%
PARIS MATCH28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA21%
TÉLÉ LOISIRS16%
LE MONDE17%
FIGARO18%
L’OBSERVATEUR10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
MORE
Customizable
JOHN DOESEARCH FREE TRIAL15 ? ô
2
PEUGEOT
Ȍ AUTOMATIC
Ȍ CUSTOM #1
Ȍ CUSTOM #2
NEW PERSONA
SEE DETAILS�
TARGET AUDIENCE
1 10 000 personsÄ
REFERENCE AUDIENCE
30 900 000 personsÄ
TOP SHOPPING
DEVICE
MOBILE64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME76%
OS MOBILE
ANDROID80%
OS DESKTOP
WINDOWS 1071%
ǒ H ïMENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETINGSALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACHMOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN24%
PARIS MATCH28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA21%
TÉLÉ LOISIRS16%
LE MONDE17%
FIGARO18%
L’OBSERVATEUR10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
PERSONA360°
![Page 8: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/8.jpg)
Partnerships
A marketing persona is a composite sketch of a key segment of your audience. For all marketing purposes,
you need personas to help you deliver a marketing strategy that will be most relevant to your audience.
JOHN DOESEARCH FREE TRIAL15 ? ô
2
PEUGEOT
Ȍ AUTOMATIC
Ȍ CUSTOM #1
Ȍ CUSTOM #2
NEW PERSONA
SEE DETAILS�
TARGET AUDIENCE
1 10 000 personsÄ
REFERENCE AUDIENCE
30 900 000 personsÄ
TOP SHOPPING
DEVICE
MOBILE64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME76%
OS MOBILE
ANDROID80%
OS DESKTOP
WINDOWS 1071%
ǒ H ïMENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETINGSALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACHMOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN24%
PARIS MATCH28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA21%
TÉLÉ LOISIRS16%
LE MONDE17%
FIGARO18%
L’OBSERVATEUR10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
Actionable
Persona based Marketing
Content Strategy
Positioning
Product Offers
Media Mix Choices
Brand Strategy
ACQUI
SATIO
N
AWARENESS
Data-DrivenMarketing
ENGAGEMENT
![Page 9: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/9.jpg)
How does it work?
![Page 10: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/10.jpg)
Your Customers Your Website Visitors Your Social Media Audience Your Own Audience
Define the people that matter to your brand?
Demographics Location
Interests or Behaviours
Email addresses Phone #
All pages Specific pages
Your Facebook fans Your target
Your competitors
![Page 11: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/11.jpg)
BEHAVIOURS
INTERESTS
LOCATION
AGE
Your Customers Your Website Visitors Your Social Media Audience Your Own Audience
Define the people that matter to your brand?
Demographics Location
Interests or Behaviours
![Page 12: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/12.jpg)
Target Audience What are the overrepresented and underrepresented criteria in my audience compared to reference audience?
Reference Audience
versus
JOHN DOESEARCH FREE TRIAL15 ? ô
2
PEUGEOT
Ȍ AUTOMATIC
Ȍ CUSTOM #1
Ȍ CUSTOM #2
NEW PERSONA
SEE DETAILS�
TARGET AUDIENCE
1 10 000 personsÄ
REFERENCE AUDIENCE
30 900 000 personsÄ
TOP SHOPPING
DEVICE
MOBILE64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME76%
OS MOBILE
ANDROID80%
OS DESKTOP
WINDOWS 1071%
ǒ H ïMENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETINGSALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACHMOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN24%
PARIS MATCH28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA21%
TÉLÉ LOISIRS16%
LE MONDE17%
FIGARO18%
L’OBSERVATEUR10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
1D
eliv
erab
les
ProcessComparison 2Collection3
![Page 13: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/13.jpg)
Case Studies
A world of Opportunities…
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Content Marketing
Media Planning
![Page 15: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/15.jpg)
Heavy UsersLight Users
Decrease CPR by 30 %
200% more Engagement
Results
• Generate more Engagement on Social Networks
• Understand similarities and differences among customers segments
• Create new content for customer segments
SolutionChallenge
6 Segments were created based on their consumption
Social Media Usage
Using E-mails or Phone Numbers
CA 1
CA 2
CA 3
CA 4
CA 5
CA 6
Content Adaptation based on the motivations and interests of each
segment.
Retargeting with tailored content
All marketing purposes
Next Steps
![Page 16: How to use social data to build your marketing strategy?](https://reader034.vdocuments.net/reader034/viewer/2022042604/5876eac31a28ab046d8b713f/html5/thumbnails/16.jpg)
Thank You for your attention ! Any questions ?
[email protected]+32 493 31 17 38
[email protected]+32 476 70 56 05