Targeting with Social Media

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  1. 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…
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  • 1. 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 Alan@turner4D.com @turner4D @DrDigiPol
  • 2. Which Social Network Serves My Goals? facebook Twitter Google+ Pinterest tumblr. Biggest + Building community; groups; local Influencing influencers Easiest targeted engagement Website traffic driver Blog/social integration Largest Demographic 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; 18-24 yrs 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 Collaborative social media, (i.e. story gathering)
  • 3. 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)
  • 4. More Data
  • 5. Facebook & Twitter Demographics
  • 6. Instagram & Pinterest Demographics
  • 7. LinkedIn Demographics
  • 8. 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
  • 9. 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
  • 10. Finding Key Influencers on Twitter • Keyword/Hashtag Searches – Twitter – 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
  • 11. Find Influencers to Follow: Drilling Down on Twitter Find an issue expert • Follow who they follow • Follow their followers • Follow their lists
  • 12. 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
  • 13. 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.
  • 14. 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
  • 15. 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!
  • 16. Targeting LinkedIn Groups
  • 17. 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.
  • 18. 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 Alan@turner4D.com @turner4D @DrDigiPol THANK YOU
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