Using Social Insights To Fine Tune Your Advertising | Current360

transcript

Using Social Insights

To Fine Tune Your Advertising

AAF Louisville, @adfedlouAngela Trumbaturi, @atrumbCurrent360, @insidecurrent

@insidecurrent @atrumb

@insidecurrent

The most effective ad can fail if it doesn’t reach the right audience.

@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.

@insidecurrent

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.

@insidecurrent

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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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.

@insidecurrent

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.

@insidecurrent

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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Data is divided into six main tabs:

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Affinity: likelihood of a segment being in this

audience over the average Facebook user.

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.

@insidecurrent

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

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Twitter: Remarketing

Twitter Cards

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Using Social Insights To Fine Tune Your Advertising | Current360

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