how to find your audience on social media
TRANSCRIPT
How to Find Your
Audience on Social MediaUsing Social Data to
Determine Your Ideal Social Media Mix
Agenda1. 2017 State of Social2. The Great Divide3. Social Network Snapshots4. Industry Audience Breakdowns5. Do you hear what we hear?
What is Tracx?Tracx is the only deep listening platform that helps uncover insights, build relationships, and drive revenue in the social economy.
#SocialMix | Intro
Who are we?
Robyn ShowersDirector of Content & Social Media, Tracx
Jenifer KernChief Marketing Officer,
Tracx
#SocialMix | Intro
2017 State of Social
#SocialMix | State of Social
There are a lot of people on social media.
2.79 billion active social media
users
74% of the world’s internet users
+21% growth since last year
Worldwide as of Jan 2017, We Are Social
And they have a lot to say.
#SocialMix | State of Social
IN A SOCIAL MEDIA
MINUTE…
• 1,300 blog posts• 56,000 Instagram posts• 360,000 tweets• 1.7 million Facebook posts• 2 million YouTube video views
But they’re not all talking on every platform.
Source: Pew
One Site Two Sites Three Sites Four Sites Five Sites
% OF INTERNET USERS WHO USE THE FOLLOW-ING NUMBER OF SOCIAL NETWORKING SITES
28%24%
16%
8%4%
Many people are only active on one or two networks.
Besides Facebook, social media usage is scattered and diverse.
Use Twitter
Use Instagram
Use Pinterest
Use LinkedIn
Use Facebook
% of Twitter users who…
-- 65% 48% 54% 93%
% of Instagram users who…
49% -- 54% 48% 95%
% of Pinterest users who…
38% 57% -- 41% 92%
% of LinkedIn users who…
45% 53% 43% -- 89%
#SocialMix | State of Social
The Great Divide
#SocialMix | The Great Divide
There’s a mismatch between companies and consumers.
Social Media Network
% Companies Using Network
1 Facebook 96%2 Twitter 71%3 YouTube 61%4 LinkedIn 60%5 Instagram 55%6 Google + 47%7 Pinterest 34%8 Reddit 7%9 Tumblr 14%10 Flickr 12%Sources: Clutch, WeAreSocial
Where Companies Are
There’s a mismatch between companies and consumers.
Social Media Network
% Companies Using Network
1 Facebook 96%2 Twitter 71%3 YouTube 61%4 LinkedIn 60%5 Instagram 55%6 Google + 47%7 Pinterest 34%8 Reddit 7%9 Tumblr 14%10 Flickr 12%Sources: Clutch, WeAreSocial
Where Companies Are Social
Media Network
Avg. Unique Monthly Users
1 Facebook 1.87 billion2 YouTube 1 billion3 Instagram 600 million4 Tumblr 550 million5 Twitter 317 million6 Sina Weibo 297 million7 Pinterest 150 million8 LinkedIn 106 million9 VKontakte 90 million10 Reddit 85 million
Where Consumers Are
Social Network Snapshots
#SocialMix | Social Network Snapshots
Facebook• Most popular social network by a
landslide• Leans slightly more female• Best place to reach Gen X &
older millennials• Highest engagement
Top Challenge: Volume of Data
#SocialMix | Social Network Snapshots
YouTube• Second most-popular network• Better than TV• Male-friendly• Great for how-to content• Search + social
Top Challenge: Video Production
#SocialMix | Social Network Snapshots
Instagram• Fastest-growing social network• Master of mobile• Female friendly• Millennials & teens• Uptick in rural users• Brand-friendlyTop Challenge: Influencer Marketing
#SocialMix | Social Network Snapshots
Twitter• Easy to monitor• Social media power users• Male-dominated• Low engagement
Top Challenge: Brand over-reliance
#SocialMix | Social Network Snapshots
Pinterest• Girl power• Fashion, food, and inspiration• Ecommerce• Evergreen, search alternative
Top Challenge: Identifying trends
#SocialMix | Social Network Snapshots
LinkedIn• More popular than Twitter• Well-educated & high-income• Males more active than
females• Less likely to use other social
networks• Reach 30+ crowd
Top Challenge: Utilizing groups and influencers#SocialMix | Social Network Snapshots
Reddit• Young & male• Quick & knowledgeable feedback• Quirky, niche audiences• Market research• Casual, conversational
Top Challenge: Pinpointing relevant conversations
#SocialMix | Social Network Snapshots
Industry Audience Breakdowns
#SocialMix | Industry Breakdowns
GamingTop 10 Networks1. Instagram2. Twitter3. YouTube4. Forum5. Reddit6. Google+7. Blog8. Facebook Page9. Vkontakte10.Retail
#SocialMix | Industry Breakdowns
Banking & FinanceTop 10 Networks1. Twitter2. Blog3. News4. Facebook5. Instagram6. Retail7. Google+8. YouTube9. Forum10.Flickr
#SocialMix | Industry Breakdowns
Film & MediaTop 10 Networks1. Instagram2. Twitter3. Facebook4. YouTube5. Blog6. Google+7. Forum8. Reddit9. News10.Flickr
#SocialMix | Industry Breakdowns
Consumer Packaged Goods
Top 10 Networks1. Twitter2. Instagram3. Facebook4. Blog5. News6. YouTube7. Google+8. Forum9. Retail10.Reddit
#SocialMix | Industry Breakdowns
RetailTop 10 Networks1. Twitter2. Instagram3. Facebook4. Flickr5. Forum6. Blog7. YouTube8. Reddit9. Google+10.Retail
#SocialMix | Industry Breakdowns
Are you missing the big picture?
#SocialMix
Eliminate blind spots with Tracx.
Complete owned,
earned and paid
14 major social
networks
covered
300 M+ blogs, news,
forums & review sites
Access to the full
conversation
#SocialMix
2x better coverage than the
leading competitor
Don’t be sunk by what you can’t see.
#SocialMix
See more with Tracx.Get a customized social benchmark report today:• Share of Voice• Audience Demographics & Network Breakdown• Engagement, Reach & Interactions• Influencer Impact Score• Conversation Drivers• GeoHeat Map• Image Analytics
Tweet at @Tracx: #ShowMeTheData
Thanks for listening!
#SocialMix