Get a Clearer Picture of Your Target Audience with Facebook Topic Data

Jason RoseSVP Marketing

DataSift

James RitchieAgency, Brand and

Data Partnerships (EMEA)

Tim SheaAgency, Brand and

Data Partnerships (US)

Ad Tech Music Festival

AdAgency Snack Brands

Facebook Topic Data Overview

Agenda1

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4 TV Producer Marketing and Development

5 TV Channel Marketing and Development

6 Q&A

Facebook Topic Data Overview

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52%21%

13%

4%10%

Facebook is the #1 Social Platform for Marketers

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Source: 2015 Social Media Marketing Industry Report, May 2015

OTHERS

“THE MOST IMPORTANT SOCIAL PLATFORM FOR MARKETERS IS…”

SME BUSINESSES

WITH ACTIVE FACEBOOK PAGES

40M+

Source: Facebook Q2 2015 Earnings Report (1) Facebook, Messenger, Instagram.

2M+$3.8B Q215

AD REVENUES GROWING 43% YoY

ACTIVE ADVERTISERSDAILY ACTIVE USERS1 BILLION

PEOPLE SPEND 46 MINS/DAY ON FACEBOOK 1

Marketers Are Making Big Investments in Facebook

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Aggregate and anonymized insights from across FacebookBuilt from Posts + Engagement Data

NEW: ENGAGEMENT ACROSS FACEBOOK

FACEBOOK PAGES FACEBOOK ADS

FACEBOOK TOPIC DATA

Insights into your Facebook Pages

Insights into your Facebook Ads

Topic Data Unlocks Unique Insights for MarketersDataSift + Facebook partnershipFacebook APIs being used by analytics companies today

Pages vs Topic Data Comparison

Comparison of volumes of engagement relating to an automotive brand across 7-day period.

FACEBOOK PAGES

~1,000Posts and Engagement on your own Facebook Pages

TOPIC DATA

~70,000Brand-related

Posts and Engagement across all of Facebook Content that goes viral on Facebook

about your brand.

What is driving brand recommendation, purchase, advocacy or churn.

Topic data expands your insights.The audience that is engaging with your brand across Facebook.

Audience reaction to multi-channelmarketing campaigns.

Expand Your Product with Insights from 1.49 Billion People

WITHOUT FACEBOOK TOPIC DATA + FACEBOOK TOPIC DATA

Analysis across public social data sources

Example: Analysis of automotive brand

6xAnalysis includes Twitter, Tumblr, blogs, forums.

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Demographics Enables New Opportunities For Analytics and Marketers

Use demographics to develop insight around audience segments

Audience segments that over/under -index in engaging with a brand.

CALIFORNIA18-24

KENTUCKY25-34

Insights enable marketers to build and target creative and campaigns to specific segments

Creative A

Creative B

Brand Analytics

How Companies Are Using Topic DataBRAND • PRODUCT CONTENT • LINKS INDUSTRY • TOPIC AUDIENCE

Content & Media Analysis Industry & Topic Research Market research to inform creative & campaigns

Brand Reputation Management

Campaign AnalysisCompetitive Analysis

Influential Media Analysis Topic Analysis

Content Discovery

Industry BenchmarkingTopic-Specific Analysis

Vertical Applications (e.g. TV)

Creative & Campaign Design

Audience Affinity AnalysisAudience

Discovery/Expansion

Ad AgencySnack Brands

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The Problem An ad agency wanted to improve social engagement and presence for a snack brand. The agency also wanted to better understand how consumers engaged with the brand and the subject of sport in order to drive new creative approaches.Previous attempts had struggled with low volumes, which drove an over-reliance on expensive focus groups.

Our Approach๏ DataSift developed filters to capture data about

consumer insights described in the brand brief (events, behaviors, & emotions associated with the brand). One filter focused on the brand and its key competitor and a second captured general engagement around sports.

๏ DataSift used VEDO to classify different product flavors, events and emotions that aligned to the brand’s strategy.

๏ The brand index captured 180k interactions in 3 weeks, while the sports index captured 4.4m interactions in 10 days.

Ad Agency Snack Brands

With topic data we found that many of the assumptions around audiences and engagement were incorrect:๏ Assumed 18 to 24 year old men. It actually turned

out 35 - 66 year old women were engaging. ๏ Expected pre-game excitement to peak just

before game time. It really peaked almost 6 hours earlier.

๏ Thought most games were watched with friends. Turns out most are watched with families.

Recommended Actions๏ Use accurate knowledge of audience engagement to create more relevant messaging and campaigns.๏ Target messages to audiences with better timing, to match true engagement patterns prior to game.

18-24MALE

35-66FEMALE

ASSUMPTIONS Vs. DATA

FRIENDS FAMILY

Ad Agency Snack Brands

Ad TechMusic Festival

3

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The Problem

An ad tech partner wanted to improve performance for a campaign on Facebook for a national music festival. Data from non-Facebook sources was resulting in outdated creative, overly simplistic advertising strategies.

Our Approach๏ DataSift developed a filter that identified

Facebook engagement with the music genre as well as the key artists scheduled to perform at the festival.

๏ DataSift used VEDO to tag performers and sponsors already associated with the music festival.

๏ The index captured 5.7m interactions in 8 days.

Ad Tech Music Festival

Topic data identified audiences that were more and less likely to engage with content and help target promotion:๏ Identified that Women 25-34 from Kentucky,

Indiana, Michigan & other states over-indexed in music genre engagement.

๏ Identified that Men 18-24 from California under-indexed in the music genre engagement.

๏ Identified a range of related interests, websites, retailers and broadcasters that could be used for targeting.

Recommended Actions ๏ Diverted spend from under-indexing to over-indexing demographic groups improving engagement rates and

driving a 17% increase in video completion rates. ๏ Identified artists and potential co-marketing partners to inform future campaigns and tailor content.

CALIFORNIA18-24

KENTUCKY35-44

AVERAGE ENGAGEMENT

Ad Tech Music Festival

4 TV Producer Marketing & Development

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The Problem

A TV show producer was struggling to understand how different audiences engaged on Facebook around the episodes, storylines, and characters of a major show. They needed to make more informed decisions around advertising, social content, as well as casting decisions for future seasons.

Our Approach๏ DataSift developed a filter that identified

Facebook engagement with existing characters and storylines. A second filter measured engagement with breakout actors from recent film festivals and actors from top TV shows.

๏ DataSift used VEDO to tag references to key episodes, storylines, quotes, memes and characters.

๏ The index captured 1.5m interactions in 10 days.

TV Producer Marketing and Development

Based on topic data producers were able to better target content and inform casting decisions:๏ Identified the characters gaining the most

engagement on Facebook and then identified variations by gender, age and state.

๏ Identified the scenes & storylines that drove most engagement over the season.

๏ Identified potential actors for an upcoming season that resonated with their core target demographic.

Recommended Actions ๏ Tailor sponsored updates to feature an image of the most engaging character for each demographic group. ๏ Casting was also able to evaluate new actors that already resonate most with the TV show’s core demographics.

SCENE A SCENE B SCENE C SCENE D

TV Producer Marketing and Development

5 TV ChannelMarketing & Development

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The Problem

A major TV Channel wanted to understand if they were reaching their target audience with the right programming and content, how that content could be improved, and if they could have better control over the feedback loop between engagement on Facebook and tune-in on television.

Our Approach๏ DataSift developed a filter that identified

Facebook engagement with all of the programming & supporting marketing assets associated with the series.

๏ DataSift used VEDO to tag references to characters, celebrity & marketing partners, and all of their Facebook fan page posts.

๏ The index captured 7m interactions in 8 days.

TV Channel Marketing and Development

Gained a better understanding of audience interest and engagement with content:๏ Identified the shows, themes, characters,

and social posts with the most engagement on Facebook, on a minute-by-minute basis, broken down by gender, age and state.

๏ Identified content that would likely resonate, and which audiences it would likely resonate with.

๏ Quantified movement of audiences from TV to social (and back) to identify more efficient times to engage with them, and specifically who to engage with.

Recommended Actions ๏ Adjust advertising and calls-to-action on TV to follow the audiences as they naturally move between TV and social. ๏ Leverage demographic insights to optimize advertising and programming.

TV Channel Marketing and Development

Seize the Opportunity

1 Facebook is the #1 social platform for marketers.

For the first time, topic data enables companies to build insights from sharing and engagement across Facebook.

Supports a wide set of use cases such as: creative, PR, and analytics

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Q&A

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