Finding Your Customers on Social: Channeling Your Inner Magnum, P.I.
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Transcript of Finding Your Customers on Social: Channeling Your Inner Magnum, P.I.
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@polepositionmkgKathy Gray, Social Media Marketing Strategist@kagray
FINDING YOUR CUSTOMERS ON SOCIAL:CHANNELING YOUR INNER MAGNUM, P.I.
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Your investigationFINDING YOUR CUSTOMERS ON SOCIAL MEDIA
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@polepositionmkg@kagray
Kathy Gray, Social Media Marketing Strategist
IDENTIFY YOUR SUSPECT TARGET CUSTOMER
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Gather intelligenceIDENTIFY YOUR SUSPECT TARGET CUSTOMER
Demographics: Gender, Age,
Location
Job Title/Company
Interests Goals/Challenges
Words/PhrasesHow do they
describe themselves?
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Profile your suspect(s) customer(s)IDENTIFY YOUR SUSPECT TARGET CUSTOMER
DEMOGRAPHICSLocation: Midwest statesAge: Mid-30s to 40sEducation: College graduateWork: Works outside the home
GOALS/CHALLENGES• Finding more time to spend with family• Finding more time to enjoy the outdoors/get out
from behind the computer
INTERESTS• Light outdoor activities• Gardening• Family• DIY home decorating projects
SOCIAL NETWORKS• ???
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@polepositionmkg@kagray
Kathy Gray, Social Media Marketing Strategist
SOCIAL MEDIA SURVEILLANCE
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Where does your suspect customer hang out?
SOCIAL MEDIA SURVEILLANCE
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Location of interest: FacebookSOCIAL MEDIA SURVEILLANCE
• Largest & Most Popular Social Network
• Primarily B2C• Some B2B• Slightly More Popular With
Women
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Location of interest: LinkedInSOCIAL MEDIA SURVEILLANCE
• Largest & Most Popular B2B Social Network
• Popular With College Grads• More Popular With 50-64
Than 18-29 (only network)• Higher Household Income
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Location of interest: TwitterSOCIAL MEDIA SURVEILLANCE
• B2C & B2B• Great for Online PR/Blogger
Relations• Adoption High Among
African-Americans• Ages 18-29
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Location of interest: PinterestSOCIAL MEDIA SURVEILLANCE
• B2C• Predominantly Women• Ages 18-29, 30-49• More Educated• Higher Income
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Location of interest: InstagramSOCIAL MEDIA SURVEILLANCE
• B2C• Slightly More Women• Ages 18-29 • Higher Adoption Among
African-Americans
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Search locations of interestSOCIAL MEDIA SURVEILLANCE
Job Title/Company
Location
Interests
Keywords
#Hashtags
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Interrogate Interview your customersSOCIAL MEDIA SURVEILLANCE
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@polepositionmkg@kagray
Kathy Gray, Social Media Marketing Strategist
SET UP OUTPOSTS IN PRIME LOCATIONS OF INTERESTS
Photo by Frank Kovalchek
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Set up outposts where your customers are
SET UP OUTPOSTS IN PRIME LOCATIONS OF INTERESTS
DEMOGRAPHICSLocation: Midwestern StatesAge: 30sEducation: College GraduateWork: Works outside the home
GOALS/CHALLENGES• Finding more time to spend with family• Finding more time to enjoy the outdoors/get out from
behind the computer
INTERESTS• Light outdoor activities• Gardening• Family• DIY home decorating projects
SOCIAL NETWORKS• FACEBOOK• PINTEREST
FINDING YOUR CUSTOMERS ON SOCIAL: CHANNELING YOUR INNER MAGNUM, P.I.
@PolePositionMkg @kagray
Social media without goals is like working blindfolded
SET UP OUTPOSTS IN PRIME LOCATIONS OF INTERESTS
Awareness/Branding
Customer Retention
Customer Service
Increase Traffic
Thought Leadership
Reputation Management
Sales/Leads
Thank You! @polepositionmkg
@kagrayKathy Gray, Social Media Marketing Strategist