REACHING THE RIGHT AUDIENCE ON SOCIAL

BLAKE SAMICDIRECTOR OF PRODUCT MANAGEMENT

SHOUTLET

@BLAKESAMIC

How you can use the organic and paid targeting features of social networks to reach people with relevant messages

Oct 10, 2012

Why Target in the first place?

* More relevance* Less spammy generic messaging* Optimization* Deeper engagement possibilities

Organic vs. Paid

Targeting on brand messages/experiences you can deliver for free

Organic Targeting

Paid Targeting

Targeting on brand messages/experiences you pay to deliver

Facebook

Organic Targeting

PAGE POST TARGETING

“GATING”Targeted subset of your existing fans will see the post

Makes your post only viewable by the target group, both in the news feed as well as on your Page’s Timeline

Targeting options * Location* Language

Organic Targeting

PAGE POST TARGETING

“NEWS FEED TARGETING”Targeted subset of your existing fans will see the post

Your post will only be seen by the target group in their news feed, but it can be seen by their friends if it gets shared

Targeting options * Location* Language* Gender* Age* Relationship Status* Interested In* Education Status* Work Network* College Network* College Majors* College Years

* Only available to Pages with over 5000 fans

Organic Targeting

TAB APP FAN GATING

Allows you to serve up one experience to fans and another to non-fans.

Often used to drive Page Likes

Targeting options * Fan Status (Fan vs. Non-fan)

Before Like After Like

Paid Targeting

FACEBOOK AD PRODUCTS

Facebook now has 24 different paid advertising products (12 ads products, 12 sponsored stories products)

Targeting options * Location* Age* Gender* Interested in* Relationship Status* Languages* Education Level* Workplace* Device/OS* Precise Interests* Broad Category Interests* Fan Status* Friends’ Fan Status

Paid Targeting

FACEBOOK ADS - ADVANCED TARGETING

CUSTOM AUDIENCESYou can upload a list of your customers to Facebook to create a custom audience

Facebook matches your list to users based on user ID, email address, or phone number

Targeting options * You upload the list, so your targeting is limited by how well you can segment your customer database and the matching that Facebook can do against those names

Paid Targeting

FACEBOOK ADS - ADVANCED TARGETING

ACTION SPECTarget users have taken any relevant action on any Facebook object

Examples:* People or friends of people who like a certain Page

* People or friends of people who listened to a certain song in Spotify

Targeting options * Target based on actions people have taken or not taken on Facebook and in Facebook connected apps

Paid Targeting

FACEBOOK ADS - ADVANCED TARGETING

FACEBOOK EXCHANGE (FBX)

Facebook controls 25% of the display ad inventory on the Internet according to comScore.

Targeting options * Retargeting options (example: people that have visited your website in the last 24 hrs)

FBX allows real-time-bidding applications to bid on this inventory and makes it available for retargeting by use of browser cookies

Twitter

Organic Targeting

No organic audience targeting features.

Anyone who follows your Twitter account will be able to see your Tweets.

Targeting options * N/A

You might consider creating multiple Twitter accounts for this purpose and letting people subscribe the accounts that are most relevant to them

Paid Targeting

TWITTER PROMOTED TWEETS

Promoted Tweets can be targeted to people in a specific geographic area or on a specific device

Targeting options * Location* Device/OS

In search results:

In users’ timelines:

Targeting options * Location* Device/OS* Followers or people like followers

Paid Targeting

TWITTER PROMOTED TRENDS

Targeting options * Geographic area

Promoted Trends can allow the brand to put a Tweet at the top of trend results in specific geographic areas

LinkedIn

Organic Targeting

COMPANY PAGE POST TARGETING

Targeted subset of your existing company page followers

Targeting options * Company size* Industry* Function* Seniority* Geography

Paid Targeting

LINKEDIN ADS

Target people beyond your company page followers

Targeting options * Job Title* Job Function* Industry* Seniority* Geography* Company Size* Company Name* Age* Gender* LinkedIn Group

Foursquare

Organic Targeting

VENUE SPECIALS

Present a special to people that check-in at a specific venue

Targeting options * Location (specific venue)* Mayor* Based on frequency of visit* Based on being new

Organic Targeting

LOCAL UPDATESPeople who like your venue and are close to your venue will receive local updates

People can ‘like’ the venue explicitly or express affinity by repeat visits

Targeting options * Location (choose which venue(s) to broadcast the local update from)

PROMOTED UPDATESIn special beta test with selected brands currently

Foursquare’s “Explore” Algorithm recommends places that people will like. Promoted updates only show up in “Explore” and can only be served to people that Foursquare would recommend your business to anyway.

Targeting options * Location (choose which venue(s) to broadcast the local update from)

Paid Targeting

Google+

Organic Targeting

Targeting options * Based on Circles you create and add people to

PAGE POSTSYou can target Google+ posts using Circles

You can only add people to your Circles if they’ve added your brand page to their Circles

Paid Targeting

No Google+ paid options at this time

Organic

Paid

SUMMARY OF TARGETING METHODS

* Post Targeting - Gating* Post Targeting - News Feed Targeting* Tab App Fan Gating

* Facebook Ads* Facebook Sponsored Stories* Custom Audiences* Action Spec Targeting* Facebook Exchange (FBX)

N/A

* Promoted Tweets* Promoted Trends

* Company Page Post Targeting

* LinkedIn Ads

* Venue Specials* Local Updates

* Promoted Updates

* Page Post Targeting w/ Circles

N/A

Q&A

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@BLAKESAMIC