How to target the right people on social #OCTribe 7/30/2014
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In the maturing age of social media marketing, many platforms are transforming into “pay-to-play” meaning that it’s getting more and more difficult to reach your intended audience organically. In this talk, we’ll discuss how to capitalize on Twitter’s paid advertising features. Lauren will explain the differences between paid, earned and owned content and will demonstrate how to use metrics that matter.
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Similar a How to target the right people on social #OCTribe 7/30/2014
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How to target the right people on social #OCTribe 7/30/2014
- 1. How to target the right people July 30, 2014 #OCTribe 1
- 2. 2 Lauren Friedman Head of Social Business Enablement at Adobe @lauren_hannah
- 3. 3 About Me • Since the 5th grade, always wanted to be a writer • Fell in love with San Francisco • Worked at a very small startup acquired by Adobe • Spends way too much time on social media • Passionate about connecting people to people
- 4. Agenda 1. Value of social media 2. Creating a strategic framework for social media 3. Targeting the right people on Twitter 4. Paid, earned and owned content 5. Measuring success 4 @lauren_hannah #OCTribe
- 5. Value of social media 5 @lauren_hannah #OCTribe
- 6. Creating a strategic framework for social media 6 What are your Business Objectives? Who is your Target Audience? What is your Engagement Approach? What is your Content Plan? How will you Measure Success & Optimize? @lauren_hannah #OCTribe
- 7. Identifying your target audience 7 WHO are they? How do you currently engage with them? Don’t start from scratch. Think about your existing customers. • Are they male? Female? Moms? Dads? Students? Teachers? Designers? Professionals? Freelancers? How old are they? • Thinking about demographics of your current customers will help determine your target audience on social. Determining whether the current way you engage with your audience/community will help inform how you should engage with them on social. • Email, newsletters, telephone, events, community groups, forums @lauren_hannah #OCTribe
- 8. Identifying your target audience 8 Where are they active? Who do they trust? Identify key communities & social platforms they’re active on: • Each social network has a different audience. Spend some time listening to determine where your audience is already engaging. • Recognize that some platforms allow for richer targeting capabilities (Ex: FB: Demo, Geo, Interests) Identify influencers & industry leaders they look up to • Use Adobe Social to identify influencers on a product or topic • Create Twitter lists to follow key influencers @lauren_hannah #OCTribe
- 9. Identifying your target audience 9 Towards your brand, towards other brands • Sign up for Adobe Social Listening Dashboards to receive updates on key products, campaigns, etc. • Adobe Social can also be used to research competitors’ sentiment • Listen – is your audience mostly complaining? Asking for help? Excited about what you’re delivering? Engagement level online & offline • Monitor conversations online using Adobe Social • Read customer reviews on adobe.com product pages • Determine where your audience is already engaging -- you want to naturally be a part of the conversation that’s already taking place. What’s their sentiment? How do they engage with us? @lauren_hannah #OCTribe
- 10. Targeting the right people on Twitter 10 Who can you target? • Followers • Users like your followers • Tailored audiences • Keywords in search • Keywords in timeline • Interests • Location • Gender • Language • Device • TV watchers @lauren_hannah #OCTribe
- 11. Paid, earned and owned content 11 Owned How: Produce engaging content on Adobe-owned channels that others will want to share. Share Earned stories on Owned pages. Earned How: Build relationships with customers & influencers who will then create their own content about Adobe. Paid How: Scale your organic social efforts quickly with paid media. Example: Amplify your Earned content with paid placements across social channels & throughout the web. What: Website Mobile site Blogs Social media pages (@Adobe) What: Mentions Shares Blogs Reports Reviews What: Pay per click Display ads Retargeting aid content promotion Social media ads @lauren_hannah #OCTribe
- 12. Measuring success 12 Revisit your objectives to ensure that your KPIs allow you to measure success. • Counting metrics (Likes, Retweets, Views, etc.) show program performance, not business performance. • Outcome metrics quantify the impact of social media programs (reach, conversion rate). Awareness Preference / Reputation Lead generation Conversio n Customer Support Product Innovation Engageme nt Business Objectives @lauren_hannah #OCTribe
- 13. Social cycle 13 Running a social media program is an iterative process. • Start with your strategy • Test content • Determine what’s working and what isn’t • Adjust strategy based on data and insights Create content and publish Moderate and engage with community Measure performance against specific KPIs Analyze and develop insights @lauren_hannah #OCTribe
- 14. 14 Key Takeways > Build out a strategic plan for your social media presence > Ask questions to identify your target audience (and don’t start from scratch!) > Understand Twitter’s targeting capabilities > Paid, earned and owned content can help take your social presence to the next level > Refer to your business objectives when measuring success > Remember the social cycle – this is an iterative process!
- 15. 15 Any questions? Keep in touch! @lauren_hannah on Twitter lfriedma@adobe.com
Notas del editor
- Followers Reach users who have actively chosen to follow you for updates and want to hear from your brand. Users like your followers Get your message in front of users with similar interests to your current followers to extend your reach with the audience most likely to engage. Tailored audiences Create audiences using your own data and reach them on Twitter mobile and web. Create your audiences based on cookie IDs, email addresses from your CRM or Twitter user IDs. Keywords in search Pin your Promoted Tweets to the top of Search results and connect with users proactively searching for specific keywords and hashtags. This type of targeting is particularly effective during live events or moments when a brand wants to own key brand or competitive terms like, say, a product launch. Keywords in timeline While interest targeting focuses on “who,” keyword targeting gets brands closer to “when” so brands can enter into relevant conversations at the right moment. Keyword targeting delivers messages to users based on what they’ve recently tweeted or if they’ve engaged with Tweets including specific keywords. Interests Connect with Twitter users based on their passions. There are 25 broad interest categories that drill down into more than 350 sub-topics. To reach more niche audiences, you can also utilize @username targeting to find users with interests similar to the followers of that account. TV There are two types of TV targeting you can do on Twitter: TV ad targeting and TV conversation targeting. TV ad targeting allows you to start a conversation on TV with your commercials, then continue it on Twitter to maximize reach and engagement. With TV conversation targeting, you can deliver Tweets to people talking about a TV show.
- Followers Reach users who have actively chosen to follow you for updates and want to hear from your brand. Users like your followers Get your message in front of users with similar interests to your current followers to extend your reach with the audience most likely to engage. Tailored audiences Create audiences using your own data and reach them on Twitter mobile and web. Create your audiences based on cookie IDs, email addresses from your CRM or Twitter user IDs. Keywords in search Pin your Promoted Tweets to the top of Search results and connect with users proactively searching for specific keywords and hashtags. This type of targeting is particularly effective during live events or moments when a brand wants to own key brand or competitive terms like, say, a product launch. Keywords in timeline While interest targeting focuses on “who,” keyword targeting gets brands closer to “when” so brands can enter into relevant conversations at the right moment. Keyword targeting delivers messages to users based on what they’ve recently tweeted or if they’ve engaged with Tweets including specific keywords. Interests Connect with Twitter users based on their passions. There are 25 broad interest categories that drill down into more than 350 sub-topics. To reach more niche audiences, you can also utilize @username targeting to find users with interests similar to the followers of that account. TV There are two types of TV targeting you can do on Twitter: TV ad targeting and TV conversation targeting. TV ad targeting allows you to start a conversation on TV with your commercials, then continue it on Twitter to maximize reach and engagement. With TV conversation targeting, you can deliver Tweets to people talking about a TV show.