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USING DATA TO PUT A FACE TO YOUR FACEBOOK FANS #smwsocialdata @gravitythinking
Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU T 0203 7143000 E [email protected] W gravitythinking.com
FB http://facebook.com/gravitymarketing TW http://twitter.com/gravitythinking
LI http://linkedin.com/company/gravitythinking
Specialist Digital, data and social
media
Accountable Data driven and attribution
focused
Independent
5 Years – 25 technologists, strategists & creative thinkers
Partnered Technical, development and
Social
Discipline in digital
Building brand equity through digital and social marketing
About Gravity Thinking
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The most fans in…….
The largest research group in the World
LIFE
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• Who are your Fans? • Are there important and differentiated Fan characteristics, and
thus segments? • How do we bring value to specific segments, driving more
relevancy and engagement? • What does the composition of our Facebook Fan base tell us
about our overall customer base? • How should you run a Fan acquisition campaign? • How connected is your Facebook work to your CRM program? • How does the deeper Facebook profiling change or add to your
segmentation models, and does it change your content/contact strategies?
The 7 criCcal quesCons
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Manual methods of analysis
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Manual methods of analysis
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Manual methods of analysis
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Manual methods of analysis
PROFILE PIIC
NAME TYPE ENGAGEMENT FREQUENCY FIRST SEEN
LAST SEEN
INFO LEVEL
MATCH BACK
PEOPLE SCORE
Jane Smith Storyteller High High 7/27/12 2/26/13 Basic ý 4.00
Jane Smith Storyteller Medium High 7/30/12 2/26/13 Extend þ 4.00
Jane Smith Storyteller High Medium 8/13/12 2/26/13 Basic ý 4.00
John Smith User Medium Medium 10/7/12 2/27/13 Basic ý 4.00
Jane Smith User Medium Low 11/13/12 2/26/13 Extend þ 3.50
John Smith Storyteller Low Low 11/17/12 2/26/13 Extend þ 3.40
The importance of storytellers
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CUSTOMER
DEMOGRAPHICS Name: Jane Smith Age: 32 Birthday: Nov 13, 1980 Gender: Female Family: Married Education: MBA College: Dartmouth Major: Economics Home: San Francisco, CA Hometown: Bloomfield Hills, MI Country: USA Employer: Oracle Position: Sales Director Language: English, French
INTEREST GRAPH BRANDS Mercedes Benz, BMW, Tesla, NorthFace
CELEBRITIES Anderson Cooper, Maria Bartiromo, Lindsay Vonn
SOCIAL GRAPH FRIEND: Nancy Age: 36 Gender: Female Likes: Tesla, Prada Check-Ins: Giant Stadium
BROTHER: Aaron Age: 34 Gender: Male Likes: BMW, Ferrari Check-Ins: Heavenly Mountain
Resort
ACTIVITY GRAPH CHECK-INS � Giant Stadium � Disney World � Heavenly Mountain
Resort � AMC Metreon 16
RSVPs � Giants Game � Heavenly Weekend � Family Movie Night � Dartmouth Reunion
AUDIENCE PROFILE SEGMENT: High income, urban mom’s, car enthusiast
BIRTHDAY: Turned 32 in November2012
PROMOTION: Her job title just
changed in January 2013
NEW BABY: Had her twin boys
in February 2012
LIFE EVENTS
Social detailed data user data
If you are running any applicaCons on your Facebook Page that ask for user permissions, you have access to a wealth of deep user data:
AUDIENCE PROFILE SEGMENT High income, urban mums, car enthusiasts
Run Anova
Run Correlation
Run K-Means Clustering
Run Frequency Distribution
Run Clusters
Develop Segment ID
Develop Annotated List
Produce Audience Segments
Grants User
Permissions
Pull Profile Data
Run X times
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Luxury Auto Brand Page ‘Likes’
BMW
Mercedes Benz
Infiniti Lexus
Range
Rover
Activities
Outdoor Sports
(Summer)
Winter
Sports
Auto Racing Bike Riding
Nascar
Demographics
65% Male v. 35% Female
Top 5 Cities:
• Chicago • Boston • Daytona Beach • Miami • Newport Beach
11% 36% 27% 14% 12%
65+ 45 - 64 25 - 44 18 - 24
Other ‘Likes’
15% The Harry Potter Book Series 30% The Rolling Stones 40% Motorcycles 25% Roller Coasters
Relationships
• 27% ‘Like’ 3 or more luxury car brands and 34% ‘Like’ 2 or more • Fans in urban areas are 4x more likely to ‘Like’ multiple luxury car brands • Rolex and Nieman Marcus are the top retail brands liked by fans of luxury car brands • Of Winter sports, skiing is the most commonly named activity
Profiles
Number of Profiles: 157,320
36% shared on Facebook, Twitter, etc. 9% shared multiple times 78% were not existing fans and of those, 90% (110,439) liked the Page
Developing audience segments
FACEBOOK FAN SEGMENTATION SAMPLE REPORT
1. Analyse Facebook user profile data (with appropriate access permissions) to develop an understanding of the brand’s Fan base and surface staCsCcally significant Fan segments
2. Analyse segments to determine interacCon, by segment, with brand content
3. Provide user-‐level CRM-‐match with associated segmentaCon data appends
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ObjecCve
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FINDINGS
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• 4,185 respondents • 3,420,960 total ‘Likes’ • 817 average ‘Likes’ per respondent • 139,934 unique Pages over 210 content
categories
• 1,215 unique Pages were Liked by at least 10% of the survey universe
• Target was the top Page with 61% of respondents being Fans of the Page
Overview
• The universal client Fan shows three common elements:
• Budget-Focused – Fans ‘Like’ a wide variety of Pages in retail categories to look for deals & coupons
• Home-Centric – Prominent categories of Pages reflects their home-centered lives
• Health/Beauty-Conscious – 9 out of the top 20 Pages center around health/beauty
17 *Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue
Universal Client fan overview
• The graph below shows universal Fans and their Page ‘Likes’ from the top 10 percentile of Pages (1,215 Pages). In total, there are 192,128 Fan ‘Likes’ within these pages
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17.39% 15.62%
13.62%
8.95% 7.58% 6.96% 6.81% 4.25% 4.14% 3.73% 3.33% 2.95% 1.91% 1.80% 0.98%
0.00%
5.00%
10.00%
15.00%
20.00%
*Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue
Universal Client fan overview
Top 20 Pages, broken down by percentages:
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61% 54% 53% 52% 51% 51% 50% 50% 49% 49% 49% 49% 49% 48% 48% 48% 47% 47% 47% 46%
0%
10%
20%
30%
40%
50%
60%
70%
Universal Client fan overview (ctd)
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1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular
Music Universal Music Group Country Music The GRAMMYs 80’s Music Yamaha Ent. Group
Television FX Has The Movies The Ellen DeGeneres Show
SpongeBob SquarePants Official Peppa Pig – US WNCN
Books Books R Us Slap Dash Mom James Patterson Kelly Stilwell Aunt Maggie Rocks
Internet Good Housekeeping All You Magazine Womensforum.com TotalBeauty.com ShefFinds.com
Movies Redbox Yahoo! Movies Oz The Great and Powerful Blockbuster AMC Theaters
Universal Fan ‘Like’ Count ‘Likes’ per Fan
Music 1,342 1.6
Television 14,244 17
Books 4,678 8.4
Internet 4,216 5.0
Movies 11,434 13.7
Metrics by media Pages:
Top five media Pages:
Universal Client media pages
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SAMPLE SEGMENT ANALYSIS
The analysis produced segments that are both staCsCcally significant within the universal populaCon and staCsCcally
different from other segments. Following is a sample segment:
Segment Bio and Behavior
The Passionate Urbanite is driven by their interests and values. While showcasing a traditional religious outlook, their Page ‘Likes’ revolve around
media consumption and cars. Of all three segments, they care the most about entertainment, particularly African-American-centric music,
television, and movies. 22
Segment Demographics • Gender: Female/Male
• Age: 45 – 64
• Ethnicity: Caucasian & African American
• HHI: $0K - $25K & $40K - $70K
• Rent/Own: Rent & Own
• Segment Value: High
• Segment Content Engagement: Medium-High
Primary ‘Like’
Associated ‘Likes’
Fan segment: Passionate urbanite
The graph below shows the percentage of Fans that ‘Like’ AT&T U-‐Verse and an addiConal Page
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13% 13% 13% 13%
11% 11% 11% 11%
9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%
0%
2%
4%
6%
8%
10%
12%
14%
*These ‘Likes’ do not repeat with the other Fan segments
Passionate Urbanite – top ‘Like’ pages
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‘Likes’ Per Fan 1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular
Music 2.5 Yamaha
Entertainment Group
No Ego Records Universal Music Group The GRAMMYs EMG Pickups
Television 29.9 FX Has The Movies The Ellen DeGeneres Show
Hallmark Channel USA
Entertainment Tonight
Dog and Beth: On the Hunt
Books 11.1 James Patterson Suzanne Woods Fisher Ryan Winfield Susan May Warren
Fiction Siri Mitchell
Internet 24.5 iHeartRadio Good Housekeeping AOL Kudosz Womensforum.com
Movies 26.4 Redbox Oz The Great and Powerful AMC Theatres Cinemark Wreck-It Ralph
Total Page ‘Likes: 28,964 Average number of ‘Likes’ per segment responded: 526.8
Media Total ‘Likes’ by media Music 140
Television 1,642
Books 613
Internet 1,347
Movies 1,450
Top ‘Likes’ by media
Passionate Urbanite overview
The Savvy Mom supports her family by locating the best possible deals/coupons and in some cases, generates extra income through an independent consultancy or
personal business venture (e.g., Etsy). She likes products that frequently offer coupons and that are easy to stockpile.
She’s resourceful and is seen as practical.
Segment Bio and Behavior
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Segment Demographics
• Gender: Female
• Age: 25 – 44
• Ethnicity: Caucasian
• HHI: $35K - $40K & $50K - $70K
• Rent/Own: Rent & Own
• Segment Value: High
• Segment Content Engagement: Medium-High
Primary ‘Like’
Associated ‘Likes’
Fan segment – Savvy Mom
The graph below shows the percentage of Fans that ‘Like’ Oberto Beef Jerky and an additional Page
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*These ‘Likes’ do not repeat with the other Fan segments
15%
13% 12% 12% 12% 12% 12% 12% 12% 12% 12%
10% 10% 10% 10% 10% 10% 10% 10% 10%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Fan segment – Savvy Mom page top likes
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‘Likes’ Per Fan 1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular
Music 1.2 Yamaha
Entertainment Group
80’s Music Universal Music Group Rock Music The Fillmore Detroit
Television
19.3 FX Has The Movies The Ellen DeGeneres Show
SpongeBob SquarePants
Official Peppa Pig – US WNCN
Books 16.5 Kelly Stilwell Books R Us Slap Dash Mom Aunt Maggie Rocks Gladys Parker and Christina Lanphere
Internet 27.2 Good Housekeeping All You magazine Womensforum.com TotalBeauty.com Thri"y Momma Ramblings
Movies 15.4 Redbox Hop Blockbuster Walmart Moviecenter
Oz The Great and Powerful
Total Page ‘Likes: 31,854 Average number of ‘Likes’ per segment responded: 612.6
Media Total ‘Likes’ by media Music 64
Television 1,003
Books 616
Internet 1,414
Movies 801
Top ‘Likes’ by media
Savvy Mom overview
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Savvy Mom ‘Likes’ Per Fan
Boardwalk Bettie ‘Likes’ Per Fan
Passionate Urbanite ‘Likes’
Per Fan
Universal ‘Likes’ Per Fan
Music 1.2 1 2.5 1.6
Television 19.3 14.5 29.9 17
Books 16.5 5.3 11.1 8.4
Media 27.2 15.1 24.5 5.0
Movies 15.4 10.5 26.4 13.7
Across segments, the Fans in the Passionate Urbanite group have the most media ‘Likes’ in 3/5 categories, while Savvy Moms have the highest amount of ‘Likes’ per Fan
Total Brand ‘Likes’ Avg. ‘Likes’ per Respondent Savvy Mom 31,854 612.6
Boardwalk Bettie 29,269 340.3
Passionate Urbanite
28,964 526.8
Universal 684,192 817
Sample segment comparison
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Sample CRM Export (Facebook)
Fan Name
Reach (Friends/
Followers) Email Address Profile Link Fan
Segment Engagement
Level Influenc
e First Seen
Last Seen
Client CRM Segment
Marcus Nieman 693 [email protected] https://www.facebook.com/ xxxx Savvy Mom Med High 9/12/12 4/30/13 2a
Jill Lang 703 [email protected] https://www.facebook.com/xxxx Savvy Mom Med High 7/10/11 5/30/13 3c
Tyler Morrison 731 [email protected] https://www.facebook.com/xxxx
Passionate Urbanite Med Med 5/6/11 4/17/13 2a
Amanda Feldt 511 [email protected] https://www.facebook.com/xxxx
Boardwalk Bettie Low High 3/2/13 5/30/13 4e
Robert Florent 575 [email protected] https://www.facebook.com/xxxx
Passionate Urbanite Med Med
12/28/13 5/22/13 4e
Zoey Fields 490 [email protected] https://www.facebook.com/xxxx
Boardwalk Bettie Low Low 1/24/12 5/27/13 2a
Mark Downey 274 [email protected] https://www.facebook.com/xxxx
Passionate Urbanite High Med 7/20/11 5/08/13 3c
Eric Liebert 607 [email protected] https://www.facebook.com/xxxx
Boardwalk Bettie Low Med 6/16/10 5/09/13 2a
Katherine Smith 598 [email protected]
https://www.facebook.com/xxxx Savvy Mom High High 9/13/13 5/09/13 4e
Kevin Nguyen 276 [email protected] https://www.facebook.com/xxxx
Passionate Urbanite Low Low 2/7/12 5/30/13 2a
Sample export data to Client CRM
“Knowledge is power, informaCon is liberaCng” Kofi Annan
• Your consumers are the perfect research group
• Purposeful manual audit provides a useful glimpse
• Harness the power of ‘Big Data’ for real insight
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Summary
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QUESTIONS?
Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU T 0203 7143000 E [email protected] W gravitythinking.com
FB http://facebook.com/gravitymarketing TW http://twitter.com/gravitythinking
LI http://linkedin.com/company/gravitythinking
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