Targeting Facebook Creativity - By Marty Weintraub
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Transcript of Targeting Facebook Creativity - By Marty Weintraub
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Targeting Facebook Creativity
Marty Weintraub, President, aimClear
@aimClear
aimclearblog.com/sesny.zip
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Targeting Creativity
• What Personal Traits?
• Who’s Professional Characteristics?
• Which Radically Private Predilections
• Concept Transcends Facebook
• Inspired By Bottomless Personalities
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Literal, Competitive & Aggressive
• How Far Are You Willing to Go?
• Climb Inside Users’ Psyche
• Sugar Cereal Coupons To Pot Smokers?
• Bali Vacations to Upper Crust Homosexuals?
• Or Vanilla? Tennis Rackets to Tennis Players?
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“lit·er·al”
• Definition: “adhering to fact or to the ordinary construction or primary meaning of a term or expression.”
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Literal Targeting: Very Safe Ethically/Legally
• Vanilla of Facebook Ads• Tight Semantic Relationship• Knitting Needles Woman Who Like Knitting• Segment Includes KW in Product Title• Good News: Can Be Focused Like Search• Bad News: Literal Relationships Don’t Always Exist
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Literal Targeting
• Hockey Sticks to Hockey Players
• Jonas Brothers to 13 YO Girls
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“com·pe·ti·tion”
Wikipedia defines competition as when,
“Two or more parties strive for a goal, which cannot be shared.”
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Thousands of Vulnerable Brands
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Thousands of Vulnerable Brands
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Thousands of Vulnerable Brands
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Thousands of Vulnerable Brands
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Get Inside Customers’ Head!
• Qualifiers, Luxury, Gender, Age, Geo, Etc…
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Negative Competitors’ Sentiment
• Powerful Leads, Unsatisfied Consumers
• Could Be Susceptible to Alternatives
• “sucks,” “suck,” “hate,” “terrible,”
• “horrible,” “f_cuk,” “f_cked,”
Expletive
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Double Negative: “Like” Bucket + “Sucks” In Keyword = “Hate”
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Double Negative: “Like” Bucket + “Sucks” In Keyword = “Hate”
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Be Careful. Be Very Careful.
• Backlash of [Brand] Lovers
• [Brand] Might Sue
• Follow The Laws Of Jurisdictions ® © ™
• Guided By What You’d Do (Or Not) In Public
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Non Branded Dislikes
General Disdain = Powerful Motivation
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Aggressive Targeting
• Markets To Deep Personal Predilections
• Awesome Opportunity Or Unfair Advantage
• So Many Flavors of Extreme People
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Market to Classic Human Traits
• “Love Junkie, “ Love Addict”
• “He’s blinded by [keyword]”
• “She Feeds On His Insecurity”
• “Slave to [something]”
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Conflict & Violence
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14,600 Facebook Users Like “Killing Terrorists,” “Probation Workers” &
Like “If Killing Was Legal
7,220 Are 13 years old.
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Violent Social Segments = KPI Sitting Ducks
• 1,154,140 Woman Like Fighting,
• 229,640 55+ years old!
• Market divorce attorneys, facelifts
• Spa services, senior personals
• Vibrators
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Medical Targeting
• Sell Minivans To Those Who Like “Being Pregnant”
• Disposable Diapers to Like “Hate Being Pregnant”
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The Incredible Things Users Reveal
Take Out Pizza to Pot Lovers
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Wild Admissions
Sell Skateboards, Planned Parenthood & Church
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Occupations & Employment
• Huge Part of Identify
• Extremely Potent Targeting
• LinkedIn = 50 Million US/FB = 3X
• Killer For the Right B2b KPI
• Pros Are Always Partially On Duty
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Like Bucket Occupations &Years of Testing
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Places of Employment: Work & Education Tool
• Productivity Software, Easy-Upload Video Cameras Magnetic Car Signs
• Computers, Snow Plowing, Cars, Phone Service & Restaurants
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Real Life Groups: AA
• Dating Sites, Quit Smoking Plans, Candy
• Energy Drinks, TweetupsCoffee Clubs, Self-Help Books, Any Other “Safer” Addictions
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Pesticide Free Foodies
• Maine Organic Gardeners Association, Michigan Farm Bureau
• Friendly Clothing & Eco-Tourism
• Goodness Food Brands
• Play On Animal Rights Groups’ Empathy
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Religions
• 903,800 Catholics, 310,340 Mormons
• 77,120 Muslims, 117 Jews
• 70,600 Buddhists, 19,720 Hindus
• 12,520 Occult, Jesus, Buddha
• King-of-the-Jews or L. Ron. Hubbard
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Real-World Publications
• What Do Our Customers Read?
• Sports Lovers Read Sports Illustrated
• Entrepreneurs read INC
• Upper Crust Travelers Read Condé Nast
• Shrewd Marketers Don’t Miss This Level Of Targeting
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Don’t Just Be Literal With Magazines
• Hunting Readers Don’t Just Like Camo’ & Boots
• Pickup Trucks & Snowshoes
• Yachting Mag’ Readers Probably Have Money
• Sun Care Products, Fish, Water-ski, Deck Cleaning
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Travel Books: Frommers, Lonely Planet, & Berlitz
• Sell Em’ Cruises, Airfare, Hotel, Guide Service
• Noise Cancelling Headphones
• Foreign Language Learning Software
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Search Is Your Friend
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Canadian Sephora Lovers
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Targeting Creativity
• What Personal Traits?
• Who’s Professional Characteristics?
• Which Radically Private Predilections
• Concept Transcends Facebook
• Inspired By Bottomless Personalities
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Thank You!
Marty Weintraub, President, aimClear
@aimClear