Thierry Soubestre - CEO

How to use Social Media data to build your marketing strategy

09/06/2017

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

Social Network Evolution What Facebook knows about us

How this Data can be Leveraged

Why should you use this Data

Today

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

2015/ 2016 Monthly Active Users On Each Network (millions)

1,700

1,000

550 540400 320

200100 107

2015 2016

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

Facebook Belgium presence: 7.1 millions users

source: Profiler - social-karma.eu/profiler

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

20-30%10-15%0-5%

2015 Average Organic Reach per Platform:

…but paid media allows us to reach our target(s)

Fans are gone… …targeting is born

The Socialpopulation

Specifictarget

Fans

2% offans

Paid media

Free

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

Facebook has developed amazing Targeting capabilities by collecting and processing users

demographics, behaviours and lifestyle data

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

Social Network Targeting

B2C B2B B2B B2B

B2CB2C B2B B2C

Targeting Retargeting

Targeting (Retargeting) Targeting Targeting Targeting

Billion Monthly users worldwide

Daily active users

Facebook - Social Media Data Intelligence

Billion Likes per Day4,5

Facebook Activity Activity Outside Facebook

70%

1,7

Key Numbers

Declarative Info

Interests based Targeting possibilities for Agencies

and BrandsFacebook Data Warehouse

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

AGE GENDER GEO-LOCALISATION

RELATIONSHIP STATUS

EDUCATION

SOCIO-DEMOGRAPHICS

FAMILY STATUS

INDUSTRIES

TV CHANNELS

NEWSPAPERS

RADIO CHANNELS

MEDIA PREFERENCES

MAGAZINES

SOCIAL NETWORKS

DIGITALACTIVITIES Primary Browser

TECHNOLOGIES

MOBILE DEVICES IOS Android

HOBBIES AND ACTIVITIES

SPORTS Genre

HOME & GARDEN

Teams Athletes

SHOPPING

TECHNOLOGY

OUTDOOR RECREATION

TRAVEL

PETS

ARTS AND ENTERTAINMENT

ARTS

READING

MOVIES

MUSIC

LIFE EVENTS

TV

GAMES

Genre Bands & Singers

TV Shows TV Presenters

Genre

Automotive SERVICES

Energy

BRANDS AFFINITIES

PRODUCTS

Food&Drinks

Fashion

Banks

Electronics

Retail Stores

Transport E-Commerce

What Facebook knows about their users

About 400.000 different Interests available!!

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

What if you could leverage this data and use it for your marketing objectives?

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

Your Customers Your Website Visitors Your Social Media Audience Target Audience

Facebook knows all the people that matter to your brand

Demographics Location

Interests or Behaviours

Email addresses Phone #

All pages Specific pages

Your Facebook fans People that engaged with your

content People watching your videos

…

People interested in your brand(s) or even people

interested in your competitors’ brand(s)

Why do you want to know these people

Content marketing Media planning

Pitch, adverstising

∠

Sponsorship, partnership Market research

WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma

Key learnings

Facebook has as a unique capability to

define their users

A lot of companies already measure their social media activity,

but you can go much further…

The social data can be used to analyse your customers, your website

visitors, your competitors or even your potential customers

This data is not only useful for social media, but also for online/offline

global marketing strategies

Social Data is the

new Oil. It’s only useful

when it’s refined.

Thank You for your attention

Thierry Soubestre - thierry@social-karma.eu Visit us at booth 45! Try our Profiler solution online: social-karma.eu/profiler