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A good idea has human insight and resonates with the audience. Go beyond the typical demographic profile for establishing the needs of a target audience and use social media data to go deeper into audience segmentation.
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BUSINESS INTELLIGENCE WORKSHOP • SESSION ONE
UNDERSTANDING YOUR AUDIENCE
Thursday May 8th, 2014 by Meg Button
WHY WE’RE HERE TODAY
To help you build out your business intelligence toolkit (the first of four sessions)
To discuss the topic sharing our own examples (hearing yours) and answering questions
To introduce methods in social media market research (Thinking with an audience-centric approach when
developing and pitching creative ideas)
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WHY IT MATTERS
Knowing your audience is key in developing your marketing strategy
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Analyzing your audience will help discover information and establish common ground between
you (your offering) and the audience
Utilizing social media marketing research methods will deliver key insights to help you develop better
briefs and stronger creative strategies
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and ultimately
WIN MORE BUSINESS
Content that
CONNECTS WITH AN AUDIENCEis the key to inspiring an audience
to listen, to engage and to take action
To create compelling, relevant and valuable content the first step is to learn, understand and get to know
your audience
Seek opportunities to pass your competition on weaknesses in engagement strategies,
inspiring and connecting
WHAT THEY LIKE
WHAT MATTERS TO THEM
LEARN WHO THEY ARE
USING SOCIAL MEDIA
How to use the following new potential business research tools
+ your own profile and account as selling tools
FACEBOOK TWITTER LINKEDIN INSTAGRAM
Know the accounts of your competitors
What are they doing with these accounts?
Do you see an opportunity?
Offer something for nothing
Think outside the box (How fashion media worked for a travel client, i.e. ELLE Canada)
Insert social media components in all your campaigns
A target market is a group of customers towards which a business has decided to aim its marketing efforts
Mass messaging can mean that trying to please everyone, resonates with no one
BRANDS LOOK AT
TOTAL AVAILABLE
MARKET
SERVED AVAILABLE
MARKETTARGET MARKET
MARKET SEGMENTATION
Divide the target market into subsets
Different segments will lend themselves to different forms of strategic thought
Home Depot’s target market
PEOPLE MOVING or FIRST-TIME
HOME BUYERS
GARDENERS & OUTDOOR
ENTERTAINERS
CONTRACTORSINTERIOR
DESIGNERS
SEGMENTATION of that market could look like this
EXAMPLE
HOMEOWNERS
WHO ARE WE REALLY TALKING TO?
Where do they live?
Where do they work?
What do they do for fun?
What is their lifestyle?
Are they talking with your competition?
How much money do they make?
WHAT PROBLEM CAN YOU SOLVE FOR THEM?
Why do they need your offering?
What is the financial, emotional and life impact?
What happens if they don’t have your product or service?
What alternative products and services are there?
How can you provide value to them?
CAN YOU INSPIRE THEM PROFESSIONALLY OR PERSONALLY?
Does your offering give them hope?
Does it help them have a better day?
Does it give them peace of mind?
Does it help them do better at work?
Does it help them live a longer life?
Does it improve their career opportunities?
Do it help them be a better mom, sister, teacher, caregiver?
WHERE DO THEY HANG OUT?
Where do they hang out online?
What conversations are they having?
Who are they talking to?
What is the tone of conversation?
Does the tone differ based upon who they talk to? Does it differ based upon social platform
(i.e., different on LinkedIn vs. Facebook and Twitter?)
How are they engaging and responding to your business partners, local businesses and competition?
DEVELOP PERSONAS
These are the key identifiers of this persona. For example, they could be mannerisms, specific words that
characterize them or their actions or common traits
KEY CHARACTERISTICS
Relevant information such as age range, gender, household income, urbanicity
(e.g. urban/suburban/rural)DEMOGRAPHICS
This may include either their personal or professional background or both. It can also include details about
lifestyle, interests, hobbies and educationBACKGROUND
What do they have trouble with in order of priority? What specific points are getting in the way of these
prospects achieving their goals above?CHALLENGES
What do you offer as an organization that can help this prospect overcome their challenges
and achieve their goals?HOW WE HELP
Identify the most likely objection this persona will have within the sales process
COMMON OBJECTIONS
How to communicate your product service to that particular type of prospect customerMARKETING
MESSAGE
What are they hoping to achieve in order of priority?GOALS
SCOPE OUT THE COMPETITION
How is your audience engaging with your competition?
What is your competition doing that you aren’t?
What type of response are they receiving online from your target audiences?
Is your competition engaging in a way their audience expects them to? Casual when they’re
expecting professional or opposite?
What are the weaknesses to how your competition is engaging and leveraging social media
that you can use to your advantage?
TRACK KEYWORDS
Keyword tracking is a powerful way to understand your audience online
Using a keyword tracking tool to listen to conversations your audience is having about specific brands, products,
events, locations gives great insights into answering the questions we were asking earlier
Set up your search. Many tools offer emailed reports or notifications, so you can stay on top of current trends
that matter to your audience
Social Mention is a social media search and analysis platform that aggregates user-generated content from across the universe into a single stream of information
It allows you to easily track and measure what people are saying about you, your company, a new product, or any
topic across the web's social media landscape in real-time.
Social Mention monitors 100+ social media properties
IDENTIFY THE INFLUENCERS
Sometimes knowing which of your community members are most influential can be more valuable than having
a general knowledge of the community as a whole
KLOUT KRED
LISTEN
Social media monitoring tools allow you to listen to what is going on in a specific industry and can give you ideas for
timely and relevant creative ideas.
Full monitoring of all social media and mainstream news, including Twitter, Facebook, Google+ and millions more!
Executive insights including trends, keyword discovery, automated sentiment analysis & influence scoring
Fully white label your dashboard with your URL, your logo, and your color scheme with our Ultimate plan
Sysomos is redefining social media analytics with a powerful product suite that provides customers
with the tools to measure, monitor, understand and engage with the social media landscape
Sysomos provides instant access to all social media conversations from blogs, social networks and micro-blogging
services to forums, video sites and media sources.
Identify and analyze conversations about your company, products and competitors with the leading social media
monitoring and engagement tools. Route important insights to sales, customer service, PR and community
managers for outreach and engagement.
#HOMEDEPOT
In their spare time they enjoy nightlife/partying, keeping pets, outdoor activities, history and political news
People in this group are very environmentally aware and health conscious
As consumers they spend most on home/family, nightlife/entertainment and hobbies
#HOMEDEPOTINSIGHTS
Integrate social media into your market research process
Segment your audiences to create campaigns that have real meaning: to you, the brand,
the audience
Listen and learn, dive deeper to find the human insight in everything you pitch
Start today! Set up a trial account and get started
KEY TAKEAWAYS
THANK YOU!