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Social Media in Research 02/02 Vlerick Social Karma
- 1. How to use social data to build your marketing strategy?
- 2. Facebook Business Model and data intelligence
- 3. BUSINESS MODEL Interests based Targeting possibilities for Agencies and Brands Declarative Information & Location Age, family, studies, job Activity on Facebook Apps and Services Page Likes, Post Likes, comment, shares, Post clicks Other Online Activity Websites you visit News you read
- 4. What if you could use Facebook as a Audience Profiling tool & Get a full understanding of the people that matter to your brand?
- 5. MARKET RESEARCH 3.0 Fast Localised Interests … Thousands of criteria available AGE GENDER GEO-LOCALISATION RELATIONSHIP STATUS EDUCATION SOCIO-DEMOGRAPHICS FAMILY STATUS INDUSTRIES TV Channel Newspapers Radio Channels MEDIA PREFERENCES Magazines Social Networks Digital Activities Primary Browser TECHNOLOGIES Mobile Devices IOS Android HOBBIES AND ACTIVITIES SPORTS Genre HOME & GARDEN Teams Athletes SHOPPING TECHNOLOGY OUTDOOR RECREATION TRAVEL PETS ARTS AND ENTERTAINMENT ARTS READING MOVIES MUSIC LIFE EVENTS TV GAMES Genre Bands & Singers TV SHows TV Presenters Genre Automotive SERVICES Energy BRANDS AFFINITIES PRODUCTS Food&Drinks Fashion Banks Electronics Retail Stores Transport E-Commerce JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE ALCOHOLIC DRINK GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING E-COMMERCE
- 6. JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE ALCOHOLIC DRINK GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING E-COMMERCE JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE ALCOHOLIC DRINK GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING E-COMMERCE MORE Customizable JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE ALCOHOLIC DRINK GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING E-COMMERCE PERSONA360°
- 7. Partnerships A marketing persona is a composite sketch of a key segment of your audience. For all marketing purposes, you need personas to help you deliver a marketing strategy that will be most relevant to your audience. JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN WORKING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR MARKETING SALES ENTREPRENEUR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE BARBECUE PETS TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE AUTOMOTIVE SOFT DRINK ALCOHOLIC DRINK CLOTHINGS ELECTRONICS GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING LODGING TRANSPORT E-COMMERCE MUSIC GAMES Notes: Crafted with by Social-Karma CAMPING FISHING DOGS BIRDS CATS Actionable Persona based Marketing Content Strategy Positioning Product Offers Media Mix Choices Brand Strategy ACQUISATION AWARENESS Data-Driven Marketing ENGAGEMENT
- 8. How does it work?
- 9. Your Customers Your Website Visitors Your Social Media Audience Your Own Audience Define the people that matter to your brand? Demographics Location Interests or Behaviours Email addresses Phone # All pages Specific pages Your Facebook fans Your target Your competitors
- 10. Target Audience What are the overrepresented and underrepresented criteria in my audience compared to reference audience? Reference Audience versus JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE ALCOHOLIC DRINK GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING E-COMMERCE 1 Deliverables Process Comparison 2Collection 3
- 11. Case Studies A world of Opportunities…
- 14. Heavy UsersLight Users Decrease CPR by 30 % 200% more Engagement Results • Generate more Engagement on Social Networks • Understand similarities and differences among customers segments • Create new content for customer segments SolutionChallenge 6 Segments were created based on their consumption Social Media Usage Using E-mails or Phone Numbers CA 1 CA 2 CA 3 CA 4 CA 5 CA 6 Content Adaptation based on the motivations and interests of each segment. Retargeting with tailored content All marketing purposes Next Steps
- 16. Data-driven media decisions Exclusive Insights about brands’ target groups JOHN DOESEARCH FREE TRIAL 15 ? 2 PEUGEOT AUTOMATIC CUSTOM #1 CUSTOM #2 NEW PERSONA SEE DETAILS TARGET AUDIENCE 1 10 000 persons REFERENCE AUDIENCE 30 900 000 persons TOP SHOPPING DEVICE MOBILE 64% % TARGET Clothes 82% 43% % REFERENCE Jewelry 51% 47% Sunglasses 57% 48% PREFERED SPORTS TOP - TV CHANNELS GOLF - 70% MOUNTAIN BIKE - 60% SKI - 55% BROWSER CHROME 76% OS MOBILE ANDROID 80% OS DESKTOP WINDOWS 10 71% MENU VIEW MODE EDIT MODE GENDER MAN WOMAN 82% SOCIO-DEMOGRAPHICS HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY ARTS BRAND AFFINITIES AGE REPARTITION RELATIONSHIP LIVING IN WORKING IN 18 > 24 = 16% 25 > 34 = 14% 35 > 44 = 19% 45 > 54 = 19% 55 > 64 = 14% 65+ = 12% 01 MARSEILLE02 LYON03 LILLE04 PARIS 65%MARRIED EDUCATION 62%BACHELOR MARKETING SALES ENTREPRENEUR TRAVEL OUTDOOR RECREATION BEACH MOUTAIN CRUISE BARBECUE PETS TOP - SOCIAL NETWORKS TOP - NEWSPAPERS FLOP - TV CHANNELS TOP - MAGAZINES PRODUCTS LE PARISIEN 24% PARIS MATCH 28% AUTOMOTIVE AUTOMOTIVE SOFT DRINK ALCOHOLIC DRINK CLOTHINGS ELECTRONICS GRAZIA 21% TÉLÉ LOISIRS 16% LE MONDE 17% FIGARO 18% L’OBSERVATEUR 10% SERVICES BANKING LODGING TRANSPORT E-COMMERCE MUSIC GAMES Notes: Crafted with by Social-Karma CAMPING FISHING DOGS BIRDS CATS Insights inform the strategy and creative process Prepare pitches & create persona in less than one day Cost decreased significantly Save hours on creation persona, pitch & market studies every week Became reseller • Create innovative & stronger pitches • Less gut feeling for media planning • Improve content Strategy • Optimise budget spent Challenge ResultsSolution Used worldwide by Ogilvy
- 18. Time saving Understandi ng of brand position in Belgium Creating new acquisition strategies Strong competitor analysis Adjust & enrich persona adjusted for Belgium Compare every brand in similar way with different studies Example: Beefeater 1. Who are the Gin lovers ? 2. Beefeater Lover? 3. Persona Beefeater Cross comparison between different studies and understand the Belgian market Analysis of the 5 different brands Understand audiences preferences on festivals, nightclubs, restaurants and other possible places of consumption Challenge ResultsSolution • Information from HQ, but Belgium is not the same: Check, Compare, Adjust • Understand Competitors • Improve Acquisition Strategy Full marketing analysis Negotiations Western Europe
- 19. Thank You for your attention ! Any questions ? jun@social-karma.eu +32 493 31 17 38 francois@social-karma.eu +32 474 899 007