One of our most popular Data & Drinks events brought together the panel of social media experts from the wide variety of industries— eCommerce, SaaS, plus emerging tech— to teach attendees fresh new ways of thinking about engaging and focusing on audiences on social.
The experts opened the night by detailing what their main focuses are usually. Katrina Mentor, Plan Specialist at REI, handles REI’ s Local social program, marketing REI events, classes, and experiences. Shaun Kehrberg , Director of Product Marketing at Marchex, uses social targeting to launch and manage B2B products. Erica Laxson , Social Media Manager in Microsoft Research, uses interpersonal to promote all innovative products appearing out of Microsoft, from artificial intelligence in order to gaming platforms to virtual reality, as well as recruitment and educational purposes.
Here are four new methods we’ re thinking about targeting upon social after listening to these all-stars break it down.
1 . Customer Data ≠ Acquire Data
One of the finest perspectives of the evening was Katrina’ s differentiation between customer marketing and acquisition marketing:
There’ s a lot of great work on our marketing analytics team to develop what we call clusters. It’ s a lot of customer data, which is great, but when you look at customer acquisition, this data falls short. So we [on the acquisition side] are already building a lookalike strategy to expand our own reach in markets we aren’ t traditionally in. You talk to anyone in Seattle, and they say, ’ Oh yeah, I actually go there all the time! ’ however, you talk to anyone in Atlanta or even Chicago, and they probably aren’ to going to have that same response.
Katrina’ ersus point here is a great one: whilst social marketers may use customer information as a jumping-off point, it’ s i9000 not the best method to learn about plus target untapped audiences and future-but-not-yet customers. For that, we have listening ! Skip to #3 to learn more.
2 . Paid and Non-Paid Must Speak to One Another
The consensus on our panel was that your paid and non-paid social efforts must inform each other. Katrina noted:
We have our in-house interpersonal team, and another component known as Paid Media, that does interpersonal ads. They take the customer data plus segment down, creating different viewers from that data. We will talk about audiences within social, and other groups at REI will send us their own audiences. Then we create a ‘ lookalike’ off all this data— and vice versa.
Erica chimed in here to explain how Ms Research uses current employee information to create lookalikes:
We look at what schools these people went to, what degrees they have, exactly what interests they have. We are able to create a lookalike audience of our current staff to create in the next generation of talent. We use our inner data and we’ ll do a couple of social listening to see the hashtag developments, and what moves the conversation.
This listening data even feeds into the verbiage for the copy Microsoft Research utilizes on social to promote events. Erica says, “ We want our market to feel like we know exactly who they may be. We speak just like them. We have been your friend and you should come spend time with us! ”
a few. Listening Is a Key Component
Erica went on to say:
Listening is truly a key component. That’ s how we decide what we will send out and what content we will use… We do a lot of hearing between competitors, and a lot of benchmarking depending on competitors. We look at what kind of articles other brands are putting away. Should we copy anything? Could they be failing? Is there anything that we should prevent? Are we missing anything? Are there events that we didn’ t learn about? Okay, let’ s put that will in the editorial calendar next year, without three months to plan it away.
Katrina stated that REI also uses hearing.
Indeed, this is a little plug for Just Measured (Advanced Analytics). We set up a segment within our acquisition markets this year, which are Chi town and Atlanta. We are using hearing as an initial testing ground to find out what people in Atlanta are saying regarding us. Some of them might be talking about all of us. Many people aren’ t.
Atlanta has a very different view on the outdoors from Seattle, therefore Katrina’ s team wanted to make use of listening to find out:
- What are Atlanta folks talking about usually?
- What are people stating about the outdoor space in an urban region like Chicago?
- Exactly what activities can REI build a good editorial strategy around?
- Who is usually talking about the outdoors?
- Can there be a possibility for an event in the area?
Katrina set up the query with Simply Measured Hearing with great success so far, pinpointing possible blog articles and subjects in which to target these specific locations.
4. Customers Are usually Your Best Advocates
Whenever asked about how to develop an changer program with few resources, Shaun really brought it home:
Customers are usually your best advocates. When you have customers who are so happy regarding your service and product they are willing to take the mic for you, a person don’ t have to pay for that. That’ s gold. To me, success will be: how do you get someone from onboarding, to adopting the product, to expanding with it, and eventually becoming an supporter that you can leverage on social media. That’ s organizational. It takes a lot of fingers to develop that.
And we’ ve arrive full circle. Whilst customer data isn’ t the only real information you need to target a new or even expanding market, a positive customer encounter is a key component of the selling process: developing advocates and, if leveraged correctly, influencers for your brand and its items.
As networks plus network users evolve, so do focusing on strategies on social. What are a person doing to uniquely find plus engage your target audience? Let us know upon Twitter!
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