Understanding your Social Audience Using Interest Graph Data

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THE MARKETING INTELLIGENCE PLATFORM

The Current Situation

The Affinio Solution

The Technology

How It WorksAnalyze and Understand AudiencesBuild Data-Driven StrategiesExecute In A Way That Resonates

Why Cultural Insights Matter

Affinio Use Cases

Our Customers

Connect With Us

Table of Contents

2The Current Situation

We are experiencing an information overload...

Today, consumers are more empowered, complex, and wiser than ever before.

Reaching the ideal consumer has become increasingly challenging due to a fragmented media environment and the amount of information consumers are exposed to every day. Because of this information overload, consumers disregard the majority of the messages and media they are exposed to.

But, they don’t ignore it all.

Instead, consumers choose to focus on the timely pieces of content that align with their

interests and passions. They want to feel understood throughout their buyer journey, and they want to hold relationships and build meaningful connections with the brands they choose to purchase from.

Consumers today are much more diverse and fragmented. The one-size fits all approach and relying on demographics to reach your ideal audience is outdated. Instead, organizations must take an audience-first approach to relate to and communicate with today’s modern consumer.

For brands, agencies, media companies, and publishers this poses a major challenge.

3

The most important part of a social network, is the network.

Organizations know that consumers expect customized, personalized content and communications. But without having an intimate understanding of their ideal audience, it is challenging to develop marketing and business strategies that will forge a meaningful connection with consumers.

It is common practice for organizations to rely on social listening tools to extract audience insights. What organizations don’t know is that there is a significant problem with relying on conversation-based listening alone.

The issue? Only about 10% of social media users actually engage online. The rest are consuming your content without vocalizing it. Organizations are ignoring the key connections that exist within the silent majority. In addition, by focusing on the vocal

So how do we truly understand and reach an entire social audience?

minority, organizations may not be getting an accurate representation of the audience’s true interests and passions. Many social media users aren’t accurately represented by their public ‘persona’.

90% Silent

1% Influencer

9% Engaged

The Current Situation

4The Affinio Solution

Understanding the culture of the consumer. The Affinio Solution.At Affinio, the marketing intelligence platform, we take a completely different approach to solving these challenges. Affinio analyzes 100% of an audience, allowing you to take an audience-first approach.

By leveraging the Interest Graph (what or who an audience chooses to follow) we are able to extract knowledge and cultural insights from the entire social audience - not just the vocal 10%. For the first time shedding light

on who your audience really is, what they are influenced by, what they talk about, share, where they consume content, and what they ultimately care most about.

Social audiences are not one dimensional. Organizations need to understand the different communities and cultural differences found within their social audience, and then customize their strategies to reach them.

Understand your consumers as people, not demographics.

So, how does Affinio work?

5The Technology

Understanding the Affinio Algorithm.Behind Affinio is an advanced, incredibly powerful, and award-winning technology that mines the billions of relational network connections that exist within any Twitter, Instagram, and Pinterest audience. Using our

deep learning and custom network engine, Affinio is able to analyze these connections to develop a social and cultural fingerprint for each user.

Affinio’s Segmentation

Affinio looks at an entire social audience and the connections within it.

How Affinio works

Analyze and Understand Your Audience

Create Data-Driven Strategy and Content

Distribute Through Ideal Channels

The Affinio deep learning and custome network engine then creates an interest profile for each user based on their connections.

Affinio then groups individuals into communities based on their interests.

6How it Works

Analyze and Understand Your Audience, Using The Interest Graph.We know that customers are more than simple demographic segments. They are individuals with diverse passions and interests. Affinio is able to analyze and segment social

audiences into naturally-occurring, interest-based communities. The result is an audience visualization, like the one below, that shows the diversity amongst one social audience.

The Interest Graph marks the beginning of a story…

1

7How it Works

The Interest Graph showcases the culture of a community:The Interest Graph tells a story. Affinio allows you to dive into each naturally-occurring community and pull insights such as:

The Top Interests and Influences of an Audience:

How Your Community Self-Describes:

8How it Works

The Top Hashtags/Conversation Topics:

The Content That Matters Most:

These are just some of the powerful insights the Affinio platform is able to pull.

9How it Works

Build Data-Driven Strategies2

3

Set your marketing strategies up for success by building on a foundation of data-backed knowledge.

Whether it is content, media, influencer, sponsorship, or audience identification, Affinio allows you to start with an in-depth cultural understanding of your ideal target audience.

Audiences expect personalized content. By understanding insights such as their interests/influences, how they self-describe, relevant conversations, and the content that resonates within the community, organizations can authentically inject themselves into community cultures and customize their strategies depending on who they are speaking to.

Execute In A Way That Resonates.Identify the most influential channels to maximize the impact of your marketing efforts. Find the right websites, social networks, brand partners, influencers, and celebrities to activate and reach your ideal customers.

10How it Works

Why Cultural Insights Matter.Using cultural insights to guide your strategy is critical for connecting to consumers on an emotional level. Consumers expect more from brands today and they want to see content that is relevant to them. There is nothing worse than being served ads with no relevance. You wouldn’t serve low-end fashion retailer content to a high-end fashion community like the one we already explored.

By having a deep understanding of your audience, marketers can create meaningful content that consumers will actually want to welcome and engage with. Remember, while consumers disregard the majority of the messages being pushed to them, they don’t ignore them all.

By understanding your consumer intimately, you can build data-driven buyer personas.

11

Analyze and Understand Your Audience

Understand your audience through their shared interests and affinities.

Develop Data-Driven ContentUnderstand what content key audience segments engage with to build content you know will resonate.

Identify Ideal Influencers Understanding the individuals, celebrities, and brands that influence your audience to align your brand with who matters most.

Know Who Shares Your Content

Segment and analyze the people who share your content to understand who it is already resonating with.

Place Highly Targeted AdsIncrease paid efficiencies by building data-driven ad content and amplifying it to targeted interest-based communities.

Cross-Platform ApplicationLeverage large data-sets to inform your strategy across all of your marketing including other digital and traditional efforts.

Affinio Use Cases

Affinio Empowers Customers To:

12Our Customers

Our Trusted Customers.Affinio has redefined how brands, agencies, and media companies are researching, planning, and executing marketing strategies.

“Genuinely insightful - a word often claimed and rarely delivered against. The most exciting thing on my radar right now.”

— David Boyle, EVP Insight, BBC Worldwide

“Affinio has become an increasingly huge asset to our planning and digital teams. By informing our target segmentations with real-time social behavioral insights, we are adding a layer to our data that we were previously only able to scratch.”

— Sam Glassoff, Associate Strategic Planner at TBWA\ Chiat\ Day

What Our Customers Are Saying:

13Connect With Us

Connect With Us.Have a question or comment? Give us a shout!

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