BUSINESS INTELLIGENCE WORKSHOP • SESSION ONE

UNDERSTANDING YOUR AUDIENCE

Thursday May 8th, 2014 by Meg Button

WHY WE’RE HERE TODAY

To help you build out your business intelligence toolkit (the first of four sessions)

To discuss the topic sharing our own examples (hearing yours) and answering questions

To introduce methods in social media market research (Thinking with an audience-centric approach when

developing and pitching creative ideas)

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WHY IT MATTERS

Knowing your audience is key in developing your marketing strategy

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Analyzing your audience will help discover information and establish common ground between

you (your offering) and the audience

Utilizing social media marketing research methods will deliver key insights to help you develop better

briefs and stronger creative strategies

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and ultimately

WIN MORE BUSINESS

Content that

CONNECTS WITH AN AUDIENCEis the key to inspiring an audience

to listen, to engage and to take action

To create compelling, relevant and valuable content the first step is to learn, understand and get to know

your audience

Seek opportunities to pass your competition on weaknesses in engagement strategies,

inspiring and connecting

WHAT THEY LIKE

WHAT MATTERS TO THEM

LEARN WHO THEY ARE

USING SOCIAL MEDIA

How to use the following new potential business research tools

+ your own profile and account as selling tools

FACEBOOK TWITTER LINKEDIN INSTAGRAM

Know the accounts of your competitors

What are they doing with these accounts?

Do you see an opportunity?

Offer something for nothing

Think outside the box (How fashion media worked for a travel client, i.e. ELLE Canada)

Insert social media components in all your campaigns

A target market is a group of customers towards which a business has decided to aim its marketing efforts

Mass messaging can mean that trying to please everyone, resonates with no one

BRANDS LOOK AT

TOTAL AVAILABLE

MARKET

SERVED AVAILABLE

MARKETTARGET MARKET

MARKET SEGMENTATION

Divide the target market into subsets

Different segments will lend themselves to different forms of strategic thought

Home Depot’s target market

PEOPLE MOVING or FIRST-TIME

HOME BUYERS

GARDENERS & OUTDOOR

ENTERTAINERS

CONTRACTORSINTERIOR

DESIGNERS

SEGMENTATION of that market could look like this

EXAMPLE

HOMEOWNERS

WHO ARE WE REALLY TALKING TO?

Where do they live?

Where do they work?

What do they do for fun?

What is their lifestyle?

Are they talking with your competition?

How much money do they make?

WHAT PROBLEM CAN YOU SOLVE FOR THEM?

Why do they need your offering?

What is the financial, emotional and life impact?

What happens if they don’t have your product or service?

What alternative products and services are there?

How can you provide value to them?

CAN YOU INSPIRE THEM PROFESSIONALLY OR PERSONALLY?

Does your offering give them hope?

Does it help them have a better day?

Does it give them peace of mind?

Does it help them do better at work?

Does it help them live a longer life?

Does it improve their career opportunities?

Do it help them be a better mom, sister, teacher, caregiver?

WHERE DO THEY HANG OUT?

Where do they hang out online?

What conversations are they having?

Who are they talking to?

What is the tone of conversation?

Does the tone differ based upon who they talk to? Does it differ based upon social platform

(i.e., different on LinkedIn vs. Facebook and Twitter?)

How are they engaging and responding to your business partners, local businesses and competition?

DEVELOP PERSONAS

These are the key identifiers of this persona. For example, they could be mannerisms, specific words that

characterize them or their actions or common traits

KEY CHARACTERISTICS

Relevant information such as age range, gender, household income, urbanicity

(e.g. urban/suburban/rural)DEMOGRAPHICS

This may include either their personal or professional background or both. It can also include details about

lifestyle, interests, hobbies and educationBACKGROUND

What do they have trouble with in order of priority? What specific points are getting in the way of these

prospects achieving their goals above?CHALLENGES

What do you offer as an organization that can help this prospect overcome their challenges

and achieve their goals?HOW WE HELP

Identify the most likely objection this persona will have within the sales process

COMMON OBJECTIONS

How to communicate your product service to that particular type of prospect customerMARKETING

MESSAGE

What are they hoping to achieve in order of priority?GOALS

SCOPE OUT THE COMPETITION

How is your audience engaging with your competition?

What is your competition doing that you aren’t?

What type of response are they receiving online from your target audiences?

Is your competition engaging in a way their audience expects them to? Casual when they’re

expecting professional or opposite?

What are the weaknesses to how your competition is engaging and leveraging social media

that you can use to your advantage?

TRACK KEYWORDS

Keyword tracking is a powerful way to understand your audience online

Using a keyword tracking tool to listen to conversations your audience is having about specific brands, products,

events, locations gives great insights into answering the questions we were asking earlier

Set up your search. Many tools offer emailed reports or notifications, so you can stay on top of current trends

that matter to your audience

Social Mention is a social media search and analysis platform that aggregates user-generated content from across the universe into a single stream of information

It allows you to easily track and measure what people are saying about you, your company, a new product, or any

topic across the web's social media landscape in real-time.

Social Mention monitors 100+ social media properties

IDENTIFY THE INFLUENCERS

Sometimes knowing which of your community members are most influential can be more valuable than having

a general knowledge of the community as a whole

KLOUT KRED

LISTEN

Social media monitoring tools allow you to listen to what is going on in a specific industry and can give you ideas for

timely and relevant creative ideas.

Full monitoring of all social media and mainstream news, including Twitter, Facebook, Google+ and millions more!

Executive insights including trends, keyword discovery, automated sentiment analysis & influence scoring

Fully white label your dashboard with your URL, your logo, and your color scheme with our Ultimate plan

Sysomos is redefining social media analytics with a powerful product suite that provides customers

with the tools to measure, monitor, understand and engage with the social media landscape

Sysomos provides instant access to all social media conversations from blogs, social networks and micro-blogging

services to forums, video sites and media sources.

Identify and analyze conversations about your company, products and competitors with the leading social media

monitoring and engagement tools. Route important insights to sales, customer service, PR and community

managers for outreach and engagement.

#HOMEDEPOT

In their spare time they enjoy nightlife/partying, keeping pets, outdoor activities, history and political news

People in this group are very environmentally aware and health conscious

As consumers they spend most on home/family, nightlife/entertainment and hobbies

#HOMEDEPOTINSIGHTS

Integrate social media into your market research process

Segment your audiences to create campaigns that have real meaning: to you, the brand,

the audience

Listen and learn, dive deeper to find the human insight in everything you pitch

Start today! Set up a trial account and get started

KEY TAKEAWAYS

THANK YOU!