Using data to put a face to your Facebook fans

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USING DATA TO PUT A FACE TO YOUR FACEBOOK FANS #smwsocialdata @gravitythinking

Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU T 0203 7143000 E [email protected] W gravitythinking.com

FB http://facebook.com/gravitymarketing TW http://twitter.com/gravitythinking

LI http://linkedin.com/company/gravitythinking

Specialist Digital, data and social

media

Accountable Data driven and attribution

focused

Independent

5 Years – 25 technologists, strategists & creative thinkers

Partnered Technical, development and

Social

Discipline in digital

Building brand equity through digital and social marketing

About Gravity Thinking

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The most fans in…….

The largest research group in the World

LIFE

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•  Who are your Fans? •  Are there important and differentiated Fan characteristics, and

thus segments? •  How do we bring value to specific segments, driving more

relevancy and engagement? •  What does the composition of our Facebook Fan base tell us

about our overall customer base? •  How should you run a Fan acquisition campaign? •  How connected is your Facebook work to your CRM program? •  How does the deeper Facebook profiling change or add to your

segmentation models, and does it change your content/contact strategies?

The 7 criCcal quesCons

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Manual methods of analysis

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PROFILE PIIC

NAME TYPE ENGAGEMENT FREQUENCY FIRST SEEN

LAST SEEN

INFO LEVEL

MATCH BACK

PEOPLE SCORE

Jane Smith Storyteller High High 7/27/12 2/26/13 Basic ý 4.00

Jane Smith Storyteller Medium High 7/30/12 2/26/13 Extend þ 4.00

Jane Smith Storyteller High Medium 8/13/12 2/26/13 Basic ý 4.00

John Smith User Medium Medium 10/7/12 2/27/13 Basic ý 4.00

Jane Smith User Medium Low 11/13/12 2/26/13 Extend þ 3.50

John Smith Storyteller Low Low 11/17/12 2/26/13 Extend þ 3.40

The importance of storytellers

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CUSTOMER

DEMOGRAPHICS Name: Jane Smith Age: 32 Birthday: Nov 13, 1980 Gender: Female Family: Married Education: MBA College: Dartmouth Major: Economics Home: San Francisco, CA Hometown: Bloomfield Hills, MI Country: USA Employer: Oracle Position: Sales Director Language: English, French

INTEREST GRAPH BRANDS Mercedes Benz, BMW, Tesla, NorthFace

CELEBRITIES Anderson Cooper, Maria Bartiromo, Lindsay Vonn

SOCIAL GRAPH FRIEND: Nancy Age: 36 Gender: Female Likes: Tesla, Prada Check-Ins: Giant Stadium

BROTHER: Aaron Age: 34 Gender: Male Likes: BMW, Ferrari Check-Ins: Heavenly Mountain

Resort

ACTIVITY GRAPH CHECK-INS � Giant Stadium � Disney World � Heavenly Mountain

Resort � AMC Metreon 16

RSVPs � Giants Game � Heavenly Weekend � Family Movie Night � Dartmouth Reunion

AUDIENCE PROFILE SEGMENT: High income, urban mom’s, car enthusiast

BIRTHDAY: Turned 32 in November2012

PROMOTION: Her job title just

changed in January 2013

NEW BABY: Had her twin boys

in February 2012

LIFE EVENTS

Social detailed data user data

If you are running any applicaCons on your Facebook Page that ask for user permissions, you have access to a wealth of deep user data:

AUDIENCE PROFILE SEGMENT High income, urban mums, car enthusiasts

Run Anova

Run Correlation

Run K-Means Clustering

Run Frequency Distribution

Run Clusters

Develop Segment ID

Develop Annotated List

Produce Audience Segments

Grants User

Permissions

Pull Profile Data

Run X times

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Luxury Auto Brand Page ‘Likes’

BMW

Mercedes Benz

Infiniti Lexus

Range

Rover

Activities

Outdoor Sports

(Summer)

Winter

Sports

Auto Racing Bike Riding

Nascar

Demographics

65% Male v. 35% Female

Top 5 Cities:

•  Chicago •  Boston •  Daytona Beach •  Miami •  Newport Beach

11% 36% 27% 14% 12%

65+ 45 - 64 25 - 44 18 - 24

Other ‘Likes’

15% The Harry Potter Book Series 30% The Rolling Stones 40% Motorcycles 25% Roller Coasters

Relationships

•  27% ‘Like’ 3 or more luxury car brands and 34% ‘Like’ 2 or more •  Fans in urban areas are 4x more likely to ‘Like’ multiple luxury car brands •  Rolex and Nieman Marcus are the top retail brands liked by fans of luxury car brands •  Of Winter sports, skiing is the most commonly named activity

Profiles

Number of Profiles: 157,320

36% shared on Facebook, Twitter, etc. 9% shared multiple times 78% were not existing fans and of those, 90% (110,439) liked the Page

Developing audience segments

FACEBOOK FAN SEGMENTATION SAMPLE REPORT

1. Analyse Facebook user profile data (with appropriate access permissions) to develop an understanding of the brand’s Fan base and surface staCsCcally significant Fan segments

2. Analyse segments to determine interacCon, by segment, with brand content

3. Provide user-‐level CRM-‐match with associated segmentaCon data appends

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ObjecCve

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FINDINGS

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• 4,185 respondents • 3,420,960 total ‘Likes’ • 817 average ‘Likes’ per respondent • 139,934 unique Pages over 210 content

categories

• 1,215 unique Pages were Liked by at least 10% of the survey universe

• Target was the top Page with 61% of respondents being Fans of the Page

Overview

•  The universal client Fan shows three common elements:

•  Budget-Focused – Fans ‘Like’ a wide variety of Pages in retail categories to look for deals & coupons

•  Home-Centric – Prominent categories of Pages reflects their home-centered lives

•  Health/Beauty-Conscious – 9 out of the top 20 Pages center around health/beauty

17 *Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue

Universal Client fan overview

•  The graph below shows universal Fans and their Page ‘Likes’ from the top 10 percentile of Pages (1,215 Pages). In total, there are 192,128 Fan ‘Likes’ within these pages

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17.39% 15.62%

13.62%

8.95% 7.58% 6.96% 6.81% 4.25% 4.14% 3.73% 3.33% 2.95% 1.91% 1.80% 0.98%

0.00%

5.00%

10.00%

15.00%

20.00%

*Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue

Universal Client fan overview

Top 20 Pages, broken down by percentages:

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61% 54% 53% 52% 51% 51% 50% 50% 49% 49% 49% 49% 49% 48% 48% 48% 47% 47% 47% 46%

0%

10%

20%

30%

40%

50%

60%

70%

Universal Client fan overview (ctd)

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1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular

Music Universal Music Group Country Music The GRAMMYs 80’s Music Yamaha Ent. Group

Television FX Has The Movies The Ellen DeGeneres Show

SpongeBob SquarePants Official Peppa Pig – US WNCN

Books Books R Us Slap Dash Mom James Patterson Kelly Stilwell Aunt Maggie Rocks

Internet Good Housekeeping All You Magazine Womensforum.com TotalBeauty.com ShefFinds.com

Movies Redbox Yahoo! Movies Oz The Great and Powerful Blockbuster AMC Theaters

Universal Fan ‘Like’ Count ‘Likes’ per Fan

Music 1,342 1.6

Television 14,244 17

Books 4,678 8.4

Internet 4,216 5.0

Movies 11,434 13.7

Metrics by media Pages:

Top five media Pages:

Universal Client media pages

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SAMPLE SEGMENT ANALYSIS

The analysis produced segments that are both staCsCcally significant within the universal populaCon and staCsCcally

different from other segments. Following is a sample segment:

Segment Bio and Behavior

The Passionate Urbanite is driven by their interests and values. While showcasing a traditional religious outlook, their Page ‘Likes’ revolve around

media consumption and cars. Of all three segments, they care the most about entertainment, particularly African-American-centric music,

television, and movies. 22

Segment Demographics •  Gender: Female/Male

•  Age: 45 – 64

•  Ethnicity: Caucasian & African American

•  HHI: $0K - $25K & $40K - $70K

•  Rent/Own: Rent & Own

•  Segment Value: High

•  Segment Content Engagement: Medium-High

Primary ‘Like’

Associated ‘Likes’

Fan segment: Passionate urbanite

The graph below shows the percentage of Fans that ‘Like’ AT&T U-‐Verse and an addiConal Page

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13% 13% 13% 13%

11% 11% 11% 11%

9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%

0%

2%

4%

6%

8%

10%

12%

14%

*These ‘Likes’ do not repeat with the other Fan segments

Passionate Urbanite – top ‘Like’ pages

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‘Likes’ Per Fan 1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular

Music 2.5 Yamaha

Entertainment Group

No Ego Records Universal Music Group The GRAMMYs EMG Pickups

Television 29.9 FX Has The Movies The Ellen DeGeneres Show

Hallmark Channel USA

Entertainment Tonight

Dog and Beth: On the Hunt

Books 11.1 James Patterson Suzanne Woods Fisher Ryan Winfield Susan May Warren

Fiction Siri Mitchell

Internet 24.5 iHeartRadio Good Housekeeping AOL Kudosz Womensforum.com

Movies 26.4 Redbox Oz The Great and Powerful AMC Theatres Cinemark Wreck-It Ralph

Total Page ‘Likes: 28,964 Average number of ‘Likes’ per segment responded: 526.8

Media Total ‘Likes’ by media Music 140

Television 1,642

Books 613

Internet 1,347

Movies 1,450

Top ‘Likes’ by media

Passionate Urbanite overview

The Savvy Mom supports her family by locating the best possible deals/coupons and in some cases, generates extra income through an independent consultancy or

personal business venture (e.g., Etsy). She likes products that frequently offer coupons and that are easy to stockpile.

She’s resourceful and is seen as practical.

Segment Bio and Behavior

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Segment Demographics

•  Gender: Female

•  Age: 25 – 44

•  Ethnicity: Caucasian

•  HHI: $35K - $40K & $50K - $70K

•  Rent/Own: Rent & Own

•  Segment Value: High

•  Segment Content Engagement: Medium-High

Primary ‘Like’

Associated ‘Likes’

Fan segment – Savvy Mom

The graph below shows the percentage of Fans that ‘Like’ Oberto Beef Jerky and an additional Page

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*These ‘Likes’ do not repeat with the other Fan segments

15%

13% 12% 12% 12% 12% 12% 12% 12% 12% 12%

10% 10% 10% 10% 10% 10% 10% 10% 10%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Fan segment – Savvy Mom page top likes

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‘Likes’ Per Fan 1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular

Music 1.2 Yamaha

Entertainment Group

80’s Music Universal Music Group Rock Music The Fillmore Detroit

Television

19.3 FX Has The Movies The Ellen DeGeneres Show

SpongeBob SquarePants

Official Peppa Pig – US WNCN

Books 16.5 Kelly Stilwell Books R Us Slap Dash Mom Aunt Maggie Rocks Gladys Parker and Christina Lanphere

Internet 27.2 Good Housekeeping All You magazine Womensforum.com TotalBeauty.com Thri"y Momma Ramblings

Movies 15.4 Redbox Hop Blockbuster Walmart Moviecenter

Oz The Great and Powerful

Total Page ‘Likes: 31,854 Average number of ‘Likes’ per segment responded: 612.6

Media Total ‘Likes’ by media Music 64

Television 1,003

Books 616

Internet 1,414

Movies 801

Top ‘Likes’ by media

Savvy Mom overview

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Savvy Mom ‘Likes’ Per Fan

Boardwalk Bettie ‘Likes’ Per Fan

Passionate Urbanite ‘Likes’

Per Fan

Universal ‘Likes’ Per Fan

Music 1.2 1 2.5 1.6

Television 19.3 14.5 29.9 17

Books 16.5 5.3 11.1 8.4

Media 27.2 15.1 24.5 5.0

Movies 15.4 10.5 26.4 13.7

Across segments, the Fans in the Passionate Urbanite group have the most media ‘Likes’ in 3/5 categories, while Savvy Moms have the highest amount of ‘Likes’ per Fan

Total Brand ‘Likes’ Avg. ‘Likes’ per Respondent Savvy Mom 31,854 612.6

Boardwalk Bettie 29,269 340.3

Passionate Urbanite

28,964 526.8

Universal 684,192 817

Sample segment comparison

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Sample CRM Export (Facebook)

Fan Name

Reach (Friends/

Followers) Email Address Profile Link Fan

Segment Engagement

Level Influenc

e First Seen

Last Seen

Client CRM Segment

Marcus Nieman 693 [email protected] https://www.facebook.com/ xxxx Savvy Mom Med High 9/12/12 4/30/13 2a

Jill Lang 703 [email protected] https://www.facebook.com/xxxx Savvy Mom Med High 7/10/11 5/30/13 3c

Tyler Morrison 731 [email protected] https://www.facebook.com/xxxx

Passionate Urbanite Med Med 5/6/11 4/17/13 2a

Amanda Feldt 511 [email protected] https://www.facebook.com/xxxx

Boardwalk Bettie Low High 3/2/13 5/30/13 4e

Robert Florent 575 [email protected] https://www.facebook.com/xxxx

Passionate Urbanite Med Med

12/28/13 5/22/13 4e

Zoey Fields 490 [email protected] https://www.facebook.com/xxxx

Boardwalk Bettie Low Low 1/24/12 5/27/13 2a

Mark Downey 274 [email protected] https://www.facebook.com/xxxx

Passionate Urbanite High Med 7/20/11 5/08/13 3c

Eric Liebert 607 [email protected] https://www.facebook.com/xxxx

Boardwalk Bettie Low Med 6/16/10 5/09/13 2a

Katherine Smith 598 [email protected]

https://www.facebook.com/xxxx Savvy Mom High High 9/13/13 5/09/13 4e

Kevin Nguyen 276 [email protected] https://www.facebook.com/xxxx

Passionate Urbanite Low Low 2/7/12 5/30/13 2a

Sample export data to Client CRM

“Knowledge is power, informaCon is liberaCng” Kofi Annan

•  Your consumers are the perfect research group

•  Purposeful manual audit provides a useful glimpse

•  Harness the power of ‘Big Data’ for real insight

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Summary

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QUESTIONS?

Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU T 0203 7143000 E [email protected] W gravitythinking.com

FB http://facebook.com/gravitymarketing TW http://twitter.com/gravitythinking

LI http://linkedin.com/company/gravitythinking

Using data to put a face to your Facebook fans

Marketing

Transcript of Using data to put a face to your Facebook fans