social media in research 02/02 vlerick social karma
TRANSCRIPT
How to use social data to build your marketing strategy?
Facebook Business Model and data intelligence
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
What if you could use Facebook as a Audience Profiling tool & Get a full understanding of the people that matter to your brand?
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
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°
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
How does it work?
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
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
Case Studies
A world of Opportunities…
Content Marketing
Media Planning
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
Brand Strategy
PITCHESMedia Planning
Data-driven media decisions
Exclusive Insights about brands’ target
groups
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
Insights inform the strategy and creative
process
Prepare pitches &
create persona in less than
one day
Cost decreased significantly
Save hours on creation
persona, pitch & market studies
every week
Becamereseller
• Create innovative & stronger pitches
• Less gut feeling for media planning
• Improve content Strategy
• Optimise budget spent
Challenge Results Solution
Used worldwide by Ogilvy
Brand Strategy
PositioningContent
Marketing
Time saving
Understanding of brand position in
Belgium
Creating new acquisition strategies
Strong competitor
analysis
Adjust & enrich persona
adjusted for Belgium
Compare every brand in similar way with different studies
Example: Beefeater
1. Who are the Gin lovers ?
2. Beefeater Lover?
3. Persona Beefeater
Cross comparison between different studies and understand the Belgian market
Analysis of the 5 different brands
Understand audiences preferences on festivals, nightclubs, restaurants and other possible places of consumption
Challenge Results Solution
• Information from HQ, but Belgium is not the same: Check, Compare, Adjust
• Understand Competitors
• Improve Acquisition Strategy
Full marketing analysis
Negotiations Western Europe
Thank You for your attention ! Any questions ?
[email protected]+32 493 31 17 38
[email protected]+32 474 899 007