targeting with social media
TRANSCRIPT
TARGETING VIA SOCIAL MEDIA
Reaching Key Communities about their Key Issues on their Preferred Network
Alan Rosenblatt, Ph.D.
Sr. VP for Digital Strategy, turner4D
@turner4D
@DrDigiPol
Which Social Network Serves My Goals?
facebook Twitter Google+ Pinterest tumblr.Biggest + Building
community;groups; local
Influencing influencers
Easiesttargeted engagement
Website traffic driver
Blog/social integration
LargestDemographic
M=F; < 35 yrs; skewing female; teens STILL use it! 71% of online US adults
M=F; 18-24 yrs; skewing male; 23% of US adults
Young male techies; 18-24yrs
80% women; avg 45 yrs; 28% of US adults
M=F; 18-34 yrs
Content Types
Links, pics, video (best) & text
Links, pics(best), video & text
Links, pics, video, text & podcasts
Pictures & video
Everything
Best Uses Long discussions, social action, internal & external discussions
Media & blogger outreach, real time discussion, trend monitoring
Hangouts for small video conferences & for streaming live events
Web traffic referral, meme testing & collaborative social media
Collaborativesocial media, (i.e. story gathering)
Other Social Networks
• LinkedIn: More popular among adults than Twitter; core demographic: 30-49 yrs; skews towards well-educated; 28% of US adults
• Instagram: Teens consider it most important network; 83% of teens in wealthy households use it; 26% of US adults
• YouTube: reaches more adults aged 18 to 34 than any single cable TV network
• Snapchat: 60% are 18-24 yrs (compared to 28% of Instagram users in that age group)
More Data
Facebook & Twitter Demographics
Instagram & Pinterest Demographics
LinkedIn Demographics
Targeting Hashtag Communities on Twitter
• Goal: Get your message seen & shared by hashtag communities
– Issue and identity groups
• Challenge: Get noticed over the noise in the busiest hashtag communities
• Solution: Pairing busy & moderate hashtags
Finding Good Twitter Hashtags
• How often is it used?
– Busy – Large audience, noisy
– Moderate – Best hashtag
– Slow – No audience
• How many people are using it?
– Many people – Big public conversation
– 1 or 2 people – Private conversation
• What is the ratio of RTs:Tweets?
– Ideal for network effect
Finding Key Influencers on Twitter
• Keyword/Hashtag Searches
– Topsy
– SocialMention
– IceRocket
• Directories
– WeFollow.com (by Keyword & Location)
– LocalTweeps.com (by ZIP)
– Twellow.com, Twibes.com & JustTweetIt.com (by category)
• Influencer Lists, Followers & Friends
Find Influencers to Follow:Drilling Down on Twitter
Find an issue expert
• Follow who they follow
• Follow their followers
• Follow their lists
Targeting Key Influencers on Twitter
• Goal: Get key influencers to see & share your message
• Challenge: Get the attention of busy influencers
• Solution: @Mention influencers by name; target people they read
Facebook Tagging
• Tagging notifies other people and organizations about your post
• Tag people - your friends and fellow activists to alert them (if they are your friend or fan of your page); Ask your Facebook friends to share your content to their Facebook page
• Tag pages – of key organizations, causes or celebrities
• To tag – type the @ symbol followed by organization’s name. When the name comes up in the list, click on it.
I’m Down with OPP (Other People’s Pages)
Your Page
Other targeted pages
• Toggle to use Facebook as your page
• Post your message on affinity pages
• Vary the text of your posts to avoid being suspended for SPAM
Promoted Facebook Wall Post
• Occasionally pay for wall post promotions
– $5 or $10 will dramatically increase exposure
– Target fans of page (and friends of fans)
– Use Facebook.com/Ads to nano-target promotions
• Only promote really good wall posts
– Compelling content (infographics, photos, etc.)
– Ask people to like your page and SHARE!
Targeting LinkedIn Groups
Final Thought
• You can target on social media, if you try.
• But even when targeting, you will often be speaking to more people than just your targeted audience.
• This creates a unique challenge that few people consider.
TARGETING VIA SOCIAL MEDIA
Reaching Key Communities about their Key Issues on their Preferred Network
Alan Rosenblatt, Ph.D.
Sr. VP for Digital Strategy, turner4D
@turner4D
@DrDigiPol
THANK YOU