using social insights to fine tune your advertising | current360
DESCRIPTION
Using Social Insights To Fine Tune Your Advertising, presented by Angela Trumbaturi, Social Media Director at Current360 for Advertising Federation of Louisville Lunch & Learn, June 24, 2014. While most businesses understand how to promote their content to consumers via “owned” social media channels, many are missing the opportunity to get their message in front of highly targeted audiences through paid social ads. On June 24th I had the honor of presenting the following to the Advertising Federation of Louisville during a Lunch & Learn. In Using Social Insights To Fine Tune Your Advertising, we discussed how social media can be used to gain consumer insights and how those insights can be used to create targeted advertising. We walked through the latest options presented via paid social advertising on Facebook, Twitter, LinkedIn and discussed targeting according to demographics, social connections, interests and habits on desktop and mobile devices. Unfortunately (or fortunately…) I couldn’t squeeze my cheesy jokes, social ad stories, and detailed explanations onto SlideShare. That being said, if you’d like to discuss further, feel free to reach out to me in the comments below or shoot us a message! See more at: http://current360.com/play/targeted-advertising-using-social-media/#sthash.qOte6E9t.dpufTRANSCRIPT
Using Social Insights
To Fine Tune Your Advertising
AAF Louisville, @adfedlouAngela Trumbaturi, @atrumbCurrent360, @insidecurrent
@insidecurrent @atrumb
@insidecurrent
@insidecurrent
@insidecurrent
The most effective ad can fail if it doesn’t reach the right audience.
@insidecurrent
@insidecurrent
Social Insights
Social media can give you insight into your customer base.
Discover what your customers like, what they are interested in,
who they are, habits.
@insidecurrent
In the food and beverage category for example,only 5% of conversations mention a brand.
The opportunity is to understand the other 95% where the most powerful communication and
innovation insights are found.
@insidecurrent
Social Insights: Conversations
BlogsMessage BoardsFacebook PagesTwitter SearchesLinkedIn Groups
Instagram Hashtags
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Social Insights: Conversations
Online conversations leave a permanent trail that allows us to explore consumers’ worlds in constantly changing ways.
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Facebook Advertising
Ads Manager & Power Editor are the tools that let you customize the audience you want to target in
your campaign.
They don’t give you any insights for that audience before running with it.
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Facebook: Audience Insights
A tool to help you target your Facebook ads more effectively.
Learn more about the people your ad reaches before you spend money on it.
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Facebook: Audience Insights
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Facebook: Audience Insights
Get to know the people who matter to your business, so you can understand
what matters to them.
Their locations, interests & behaviors.
Create messages that will resonate.
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Facebook: Audience Insights
Self-reported data:
This is data gathered as people share on their personal profiles. It includes liking inside
Facebook, relationship status, job, education level, etc.
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Facebook: Audience Insights
Off-Facebook data:
Collected by companies such as Acxiom, Epsilon & Datalogix.
Purchasing behaviors, home market value, household income and more.
*Pay attention to the % of audience matched at the bottom of each chart. This external data is matched to
Facebook user IDs.
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Facebook: Audience Insights
Data is divided into six main tabs:
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Facebook: Audience Insights
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Facebook: Audience Insights
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Affinity: likelihood of a segment being in this
audience over the average Facebook user.
Facebook: Audience Insights
Page Likes: Facebook pages that are likely to be relevant to your audience based on Facebook
page likes.
Great way to find other relevant sources in your niche.
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Facebook: Audience Insights
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Facebook: Audience Insights
@insidecurrent
Facebook: Audience Insights
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Facebook: Audience Insights
Custom audience: Populate an existing custom audience to analyze it (email, phone).
Connections: Include or exclude your own fans.
Advanced: Filter for behaviors, language, relationship status, education, work, financial, home, market segments, parents, politics, life events & device
owners.
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Facebook: Ads
Most online advertising reaches only 38% of its intended audience.
Facebook’s average is 89%.
*Nielsen, 2013
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Facebook: Goals
News FeedRight Hand
Mobile vs. Desktop
Facebook: Advertising
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Facebook: CTA Buttons
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Web ClicksConversions
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Facebook: Advertising
Facebook: Right Hand Ads
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Bigger Sidebar Ads > Fewer Ads > More Competition > Higher Costs
Ads will also become more effective
Facebook: Right Hand Ads
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If you monitor the performance of your ads diligently, you can limit waste and focus budget on what is most effective.
Your results will differ depending on the audience and placement of your ads.
Facebook: Reporting
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Facebook: Reporting
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Twitter: Insights
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Ads DashboardFollower Activity
Twitter: Insights
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Twitter: Remarketing
Twitter Cards
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Sponsored Posts
Ad Network
Instagram Insights
• Traditional marketers typically calculate return based on investment and what it brings to the bottom line
• Social media campaigns require assessing different metrics
• ROI isn’t everything; that doesn’t mean you can’t measure
• To reduce the impact of social to a revenue number fails to account for the significant business value it delivers
• Remember: social delivers across the entire lifecycle of customer relationships
Measuring Success
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ALWAYS monitor your results
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