webtomorrow - how to use social media data to build your marketing strategy? - thierry soubestre
TRANSCRIPT
Thierry Soubestre - CEO
How to use Social Media data to build your marketing strategy
09/06/2017
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
Social Network Evolution What Facebook knows about us
How this Data can be Leveraged
Why should you use this Data
Today
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
2015/ 2016 Monthly Active Users On Each Network (millions)
1,700
1,000
550 540400 320
200100 107
2015 2016
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
Facebook Belgium presence: 7.1 millions users
source: Profiler - social-karma.eu/profiler
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
20-30%10-15%0-5%
2015 Average Organic Reach per Platform:
…but paid media allows us to reach our target(s)
Fans are gone… …targeting is born
The Socialpopulation
Specifictarget
Fans
2% offans
Paid media
Free
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
Facebook has developed amazing Targeting capabilities by collecting and processing users
demographics, behaviours and lifestyle data
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
Social Network Targeting
B2C B2B B2B B2B
B2CB2C B2B B2C
Targeting Retargeting
Targeting (Retargeting) Targeting Targeting Targeting
Billion Monthly users worldwide
Daily active users
Facebook - Social Media Data Intelligence
Billion Likes per Day4,5
Facebook Activity Activity Outside Facebook
70%
1,7
Key Numbers
Declarative Info
Interests based Targeting possibilities for Agencies
and BrandsFacebook Data Warehouse
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
AGE GENDER GEO-LOCALISATION
RELATIONSHIP STATUS
EDUCATION
SOCIO-DEMOGRAPHICS
FAMILY STATUS
INDUSTRIES
TV CHANNELS
NEWSPAPERS
RADIO CHANNELS
MEDIA PREFERENCES
MAGAZINES
SOCIAL NETWORKS
DIGITALACTIVITIES Primary Browser
TECHNOLOGIES
MOBILE DEVICES IOS Android
HOBBIES AND ACTIVITIES
SPORTS Genre
HOME & GARDEN
Teams Athletes
SHOPPING
TECHNOLOGY
OUTDOOR RECREATION
TRAVEL
PETS
ARTS AND ENTERTAINMENT
ARTS
READING
MOVIES
MUSIC
LIFE EVENTS
TV
GAMES
Genre Bands & Singers
TV Shows TV Presenters
Genre
Automotive SERVICES
Energy
BRANDS AFFINITIES
PRODUCTS
Food&Drinks
Fashion
Banks
Electronics
Retail Stores
Transport E-Commerce
What Facebook knows about their users
About 400.000 different Interests available!!
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
What if you could leverage this data and use it for your marketing objectives?
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
Your Customers Your Website Visitors Your Social Media Audience Target Audience
Facebook knows all the people that matter to your brand
Demographics Location
Interests or Behaviours
Email addresses Phone #
All pages Specific pages
Your Facebook fans People that engaged with your
content People watching your videos
…
People interested in your brand(s) or even people
interested in your competitors’ brand(s)
Why do you want to know these people
Content marketing Media planning
Pitch, adverstising
∠
Sponsorship, partnership Market research
WebTomorrow - 09/06/2017 - How to use Social Media data to build your marketing strategy - Thierry Soubestre Social Karma
Key learnings
Facebook has as a unique capability to
define their users
A lot of companies already measure their social media activity,
but you can go much further…
The social data can be used to analyse your customers, your website
visitors, your competitors or even your potential customers
This data is not only useful for social media, but also for online/offline
global marketing strategies
Social Data is the
new Oil. It’s only useful
when it’s refined.
Thank You for your attention
Thierry Soubestre - [email protected] Visit us at booth 45! Try our Profiler solution online: social-karma.eu/profiler