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Audience-Based Community ManagementKnow, nurture and grow your online communities
NICK TAYLOR/ PRODUCT MARKETING MANAGER
What is my Audience?
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engaged authors
target audiencefollowers
employees?
Community GrowthPaid MarketingMarket Research
Customer ServiceSocial SellingPR & Reputation
Advocacy
Community NurturingOrganic Marketing
What is my Relationship with them?
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engaged authors
target audiencefollowers
employees
It depends…
(Potential) CustomersAdvocatesAmplifiersCo-creatorsCollaboratorsCommunity Members
Defining my Audiences
Search is getting easier
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Knowing what (search) to search for
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Bio (Boolean)Tweets (Boolean)
GenderAccount Type
InterestsProfessions
Followers (Coming soon)
Combining search terms
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My Followers
Community
Managers
UK
Mentionedmy #
Individuals
Male
Interested in
FollowCompetito
rUSA
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Segment my Followers
Discover new Target Audience
Find Engaged Community
Organic Engagement
Bio: (love OR worm OR avid OR keen OR lover)AND(book OR books OR reading OR reader OR literature OR fiction)NOT(publisher OR published OR writer OR “wrote a book”)NOW YOU KNOW | #NYKCONF
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Location: United Kingdom ANDBio: (love OR worm OR avid OR keen OR lover)AND(book OR books OR reading OR reader OR literature OR fiction)NOT(publisher OR published OR writer OR “wrote a book”)NOW YOU KNOW | #NYKCONF
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Create a Mood Board
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Trending Topics Content Trends
Create a Tastemakers Focus Group
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Find the Right Time to Post
Create a Focus Group
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Plan a Campaign
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Measure the Engagement that Matters
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A Helping Hand
The Gold in your Audience The Right Insiders
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The Influence Score Discover the ‘Silver Tier’
• Potential Reach• Followers/Following• # of Lists• Activity• Engagement» RTs, Replies, Mentions» Influence of People
Engaging
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Find the Influencers… That Grow Communities
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Never Miss an Important Moment
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An Extra Nudge
Tactical Targeted Ads on Twitter
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Pinpointing Infiltrating Retargeting
Export List Save 1 Column
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Upload to Twitter Ads Target “Tailored Audience”
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Boosting the #ArtOfBreakfast campaign• (Pay to) reach the right people• Benefit from free secondary reach• Follow up your press release
‘Using the Audience lists makes Twitter a more viable advertising platform for us because while our results from Facebook are far stronger in terms of CPM/CPC/CPV, Audiences helps us reach named influencers with Twitter Ads to get our content in front of the right people’-Groupe SebNOW YOU KNOW | #NYKCONF
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