Facebook Inception March 13 th, 2016

Transcription

1 Presented by: Facebook Inception March 13 th, 2016 METRICS, ANALYSIS, ACTION Dennis Yu Zac Sinks (612) BLITZMETRICS.COM FACEBOOK.COM/BLITZMETRICS 1501 Albany Terrace, Albany, CA

2 Find and Amplify Your Influencers 1 Audience Insights: Demographics Lifestyles and job titles Household data Device Usage Locations 4 Influencers the influencers Buzzsumo, Klout FB, Twitter post search Target media outlets 2 3 Determine Your Fans Affinities Use Graph Search to dig deeper Any questions or if you'd like to hire our young adults to work on your DMO or travel-oriented organization, dennis@blitzmetrics.com 2

3 Use the Audience Insights Tool! 3) Depending on what your purposes are, select either Everyone on Facebook or People connected to your page. Selecting Everyone on Facebook is usually the best and easiest. 4) Enter what audiences you want to know more about! The combinations are endless. 3

4 Use the Audience Insights Tool! The Audience Insights tool is a great way to find out who your audience really is and how you can better target them. To access the Audience Insight tool: 1) Open up Facebook and click on the small white down arrow on the top bar. Select Manage Ads. 2) Click on Tools on the top bar then select Audience Insights 4

5 Who Is Our Audience? Understanding the age and gender make-up of your audience is key. It affects the development and targeting of content. Data pulled from Facebook Audience Insights in Ads Manager 5

6 Who Is Our Audience? Data pulled from Facebook Audience Insights in Ads Manager 6

7 What Lifestyle Do Have? People choose vacation areas based on their lifestyle preference. Knowing this helps us to know who we should and shouldn t target. Data pulled from Facebook Audience Insights in Ads Manager 7

8 What Job Titles Do Our Audiences Have? Know where your audience works. We can reach out to other people who work in these industries. Data pulled from Facebook Audience Insights in Ads Manager 8

9 Which Devices Should We Place Ads On? What devices should we place our ads on? Knowing which devices our audiences use will make ads more efficient and productive. 9

10 What Type of Housing and Spending Habits Does Your Audience Have? Knowing about our audiences income and housing data can give us an idea about their potential spending habits and what kind of audience we are targeting. Data pulled from Facebook Audience Insights in Ads Manager 10

11 Which Pages Does Your Audience Like? Knowing page likes can give us an idea about potential sponsors or who we can target. Data pulled from Facebook Audience Insights in Ads Manager 11

12 Which Pages Does Your Audience Like? Data pulled from Facebook Audience Insights in Ads Manager 12

13 Which Pages Does Your Audience Like? Data pulled from Facebook Audience Insights in Ads Manager 13

14 Where is Your Audience Located? Florida and Tennessee love Bryson City! Bryson City should advertise their location in Florida and Tennessee! Knowing the location of our audiences can help us pin point and better target potential visitors. Data pulled from Facebook Audience Insights and Ads Creator 14

15 Where is Your Audience Located? Data pulled from Facebook Audience Insights and Ads Creator 15

16 Where is Your Audience Located? Data pulled from Facebook Audience Insights and Ads Creator 16

17 Find Insights Using Graph Search Try an interest search! The Facebook search bar is a useful tool to find out favorite interests of a competitor s fans. We can do many different combinations here to find out different information. 17

18 Determine Your Fans Affinities How many people are talking about your brand and a particular interest? Knowing affinities is important for targeting Know which activities are popular with our fans can help us know what kind of content we should create or how we should portray our location. This can also be used with brands and other Facebook entities. To fill it out, simply enter the following figures: 1) Total potential audience. 2) The interest figures of your brand and competing brands in the Interest column. 3) The combined interest in your brand and a given other brand in the Union column. 4) Brand interest, broken down by gender, in the Male and Female columns. INTEREST: People who like A UNION: People like A or B OVERLAP: People who like A that are interested in B STRENGTH: how many fans like both your brand and the interest. DENSITY: how concentrated the interest is % of Brand: Percentage of A fans that are interested in B % of Interest: Percentage of people interested in B who like A 18

19 Think Outside the Box for Facebook Audience Counts Example Targeting recommendations for: Use these insights to refine your ad targeting and more precisely engage your audience. Find loyal fans you didn t realize existed, plus people who fit your ideal fan profile, but aren t fans yet. Data pulled from FB Ads Creator 19

20 Influence the Influencers We want to target influencers; people and employers who have a voice in the tourism industry. This proven technique allows us to get our brands out there and gain credibility from those who are credible. Influencers can include: Newspapers/Press Magazines Bloggers Celebrities Musicians and artists Experts /Industry Advocates Tools we can use to find influencers: Facebook, Twitter and Instagram (post searches) Buzzsumo Klout Famous people searches 20

21 Know Your Potential Influencers Type: Destination Advocate Audience Size: 13 How it was found: Google Search Type: Magazine Audience Size: 433 How it was found: known industry/press advocate Data pulled from FB Ads Creator Reba McEntire Type: Celebrity Potential Celebrity Advocate How it was found: Facebook Graph Search 21

22 Know Your Potential Influencers Michael Jordan Type: Celebrity Athlete Potential Celebrity Advocate How it was found: Buzzsumo Insight: Attended high school in Wilmington. Type: Magazine Audience Size: 433 How it was found: Google Search Type: Industry Advocate Audience Size: 880 How it was found: FB Audience Insights Potential Giveaway Sponsor Data pulled from FB Ads Creator 22

23 Potential Influencers American History Magazine Type: Magazine Audience size: 45 Insight: Johnston County has many Civil War sites Type: TV Show/Network Audience size: How it was found: FB Audience Insights Insight: TV show takes place in Johnston County. Potential sponsorship? Data pulled from FB Ads Creator 23

24 Target Travel Industry Influencers Data pulled from FB Ads Creator 24

25 Develop a Balanced Social Media Presence Fans Followers Followers Subscribers 92, , ,995 2, ,675 15,004 7, Developing a social media presence across all social media channels is important. Doing so helps sustain audience growth and reach fans we wouldn't be able to otherwise. 25

26 Breakdown Your Social Media Audience 1% 2% Facebook is obviously going to be the dominant social media outlet. Growing Instagram audience is now easier with Facebook having integrated Instagram into Power Editor. Instagram tends to be popular with travelers so its worth trying out. 13% 7% 3% 97% 15% 80% 82% 26

27 Use Facebook Audience Overlap Tool to Know Your Custom Audiences Performing an audience overlap is simple: 1) Open custom audiences in ad manager or Power Editor 2) Select up to five audiences for comparison 3) Go to actions; then select Show Audience Overlap 27

28 Complete Brand Analysis Checklist 28

29 Go Through the Social Amplification Engine 29

30 Helpful Links Here is a list of other helpful guides and tools from BlitzMetrics: Create free dashboard to track analytics and ad performance at dashboard.blitzmetrics.com Plumbing Guide: Facebook for a Dollar a Day Guide: Content Marketing Guide: Any questions or if you'd like to hire our young adults to work on your DMO or traveloriented organization, dennis@blitzmetrics.com 30