Identifying the Right Target Market, crucial for Entrepreneurs & Franchises
How to target the right people on social #OCTribe 7/30/2014
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How to target the right people July 30, 2014 #OCTribe 1
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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.
Transcript of How to target the right people on social #OCTribe 7/30/2014
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How to target the right peopleJuly 30, 2014 #OCTribe
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Lauren FriedmanHead of Social Business Enablement at Adobe@lauren_hannah
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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
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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
@lauren_hannah #OCTribe
Value of social media
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@lauren_hannah #OCTribe
Creating a strategic framework for social media
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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
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Identifying your target audience
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
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Identifying your target audience
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
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Identifying your target audience
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
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Targeting the right people on TwitterWho 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
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Paid, earned and owned content
OwnedHow: 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:WebsiteMobile siteBlogsSocial media pages (@Adobe)
What:MentionsSharesBlogsReportsReviews
What:Pay per clickDisplay adsRetargeting
Paid content promotionSocial media ads
@lauren_hannah #OCTribe
Measuring success
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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 generatio
n
Conversion
Customer Support
Product Innovatio
n
Engagement
Business Objectives
@lauren_hannah #OCTribe
Social cycle
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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 performa
nce against specific
KPIs
Analyze and
develop insights
@lauren_hannah #OCTribe
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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!
