Finding Your Customers on Social: Channeling Your Inner Magnum, P.I

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@polepositionmkgKathy Gray, Social Media Marketing Strategist@kagray

FINDING YOUR CUSTOMERS ON SOCIAL:CHANNELING YOUR INNER MAGNUM, P.I.

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Your investigationFINDING YOUR CUSTOMERS ON SOCIAL MEDIA

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@polepositionmkg@kagray

Kathy Gray, Social Media Marketing Strategist

IDENTIFY YOUR SUSPECT TARGET CUSTOMER

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Gather intelligenceIDENTIFY YOUR SUSPECT TARGET CUSTOMER

Demographics: Gender, Age,

Location

Job Title/Company

Interests Goals/Challenges

Words/PhrasesHow do they

describe themselves?

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Profile your suspect(s) customer(s)IDENTIFY YOUR SUSPECT TARGET CUSTOMER

DEMOGRAPHICSLocation: Midwest statesAge: Mid-30s to 40sEducation: College graduateWork: Works outside the home

GOALS/CHALLENGES• Finding more time to spend with family• Finding more time to enjoy the outdoors/get out

from behind the computer

INTERESTS• Light outdoor activities• Gardening• Family• DIY home decorating projects

SOCIAL NETWORKS• ???

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@polepositionmkg@kagray

Kathy Gray, Social Media Marketing Strategist

SOCIAL MEDIA SURVEILLANCE

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Where does your suspect customer hang out?

SOCIAL MEDIA SURVEILLANCE

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Location of interest: FacebookSOCIAL MEDIA SURVEILLANCE

• Largest & Most Popular Social Network

• Primarily B2C• Some B2B• Slightly More Popular With

Women

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Location of interest: LinkedInSOCIAL MEDIA SURVEILLANCE

• Largest & Most Popular B2B Social Network

• Popular With College Grads• More Popular With 50-64

Than 18-29 (only network)• Higher Household Income

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Location of interest: TwitterSOCIAL MEDIA SURVEILLANCE

• B2C & B2B• Great for Online PR/Blogger

Relations• Adoption High Among

African-Americans• Ages 18-29

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Location of interest: PinterestSOCIAL MEDIA SURVEILLANCE

• B2C• Predominantly Women• Ages 18-29, 30-49• More Educated• Higher Income

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Location of interest: InstagramSOCIAL MEDIA SURVEILLANCE

• B2C• Slightly More Women• Ages 18-29 • Higher Adoption Among

African-Americans

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Search locations of interestSOCIAL MEDIA SURVEILLANCE

Job Title/Company

Location

Interests

Keywords

#Hashtags

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Interrogate Interview your customersSOCIAL MEDIA SURVEILLANCE

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@polepositionmkg@kagray

Kathy Gray, Social Media Marketing Strategist

SET UP OUTPOSTS IN PRIME LOCATIONS OF INTERESTS

Photo by Frank Kovalchek

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Set up outposts where your customers are

SET UP OUTPOSTS IN PRIME LOCATIONS OF INTERESTS

DEMOGRAPHICSLocation: Midwestern StatesAge: 30sEducation: College GraduateWork: Works outside the home

GOALS/CHALLENGES• Finding more time to spend with family• Finding more time to enjoy the outdoors/get out from

behind the computer

INTERESTS• Light outdoor activities• Gardening• Family• DIY home decorating projects

SOCIAL NETWORKS• FACEBOOK• PINTEREST

FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.

@PolePositionMkg @kagray

Social media without goals is like working blindfolded

SET UP OUTPOSTS IN PRIME LOCATIONS OF INTERESTS

Awareness/Branding

Customer Retention

Customer Service

Increase Traffic

Thought Leadership

Reputation Management

Sales/Leads

Thank You! @polepositionmkg

@kagrayKathy Gray, Social Media Marketing Strategist