Social Media: Finding Your Target Market
Michelle Post, Ph.D. Certified Social Media Strategist
PDF Available: slideshare.net/mpostphd
Lessons to Learn
©Michelle Post, Ph.D., CSMS
What is a Target Market?
Why is Knowing Your
TM Important?
Finding Your Audience on
Finding Your Audience on
TW
Finding Your Audience on FB
Finding Your Audience on
G+
Finding Your Audience on LI
The Types of “Graphics”
Personify & Empathize
What is a Target Market?
Traditional Definition
“A specific group of consumers at which a company aims its products and services” (Entrepreneur.com, n.d., para. 1)
Today’s Definition • Helping others with their
success, whether it is via a product or service.
• It’s not about the selling, its about the caring.
• Solve a problem. • Ease a pain. • “See a need, fill a need”
(Rodney Copperbottom, Robots)
©Michelle Post, Ph.D., CSMS
Why is Knowing Your TM Important?
©Michelle Post, Ph.D., CSMS
The Types of “Graphics”
• Demo-Graphics - Statistical data relating to the population and particular groups within it
• Psycho-Graphics - The study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research
• Socio-Graphics - The characteristics that influence the way people receive and perceive messages
• Geo-Graphics – The use of geolocation (geographic information) in the process of planning and implementation of marketing activities
• Techno-Graphics - How the does population uses technology. • Social-Graphics – How social is your audience and where are
they online
©Michelle Post, Ph.D., CSMS
Personify & Empathize
Personify Your Audience • Give your audience a name, (e.g.,
Lily) • What is their age? • Where do they work? • What is their lifestyle? • Are they techno-savvy? • Do they a spouse, kids, or pets? • What do they look like? • Create an avatar of what your
audience may look like (Hint: Fiverr.com)
• The more you can personalize your audience, the more you can connect with them.
Empathize With Your Audience • Use an empathy map • No your audiences pain point • “What matters is not what we
find interesting, but what our target audience does” (The Measurement Standard, 2014, para. 13).
• “The essence of social media is knowing your audiences and engaging them in something they love” (as cited by Michelle Wright, 2014, para. 1)
©Michelle Post, Ph.D., CSMS
Finding Your Audience on FB • Facebook Pages • Facebook Groups • Facebook Page Insights
– Demographics – Geographics – People Reached – People Engaged
• Facebook Power Editor – Audience Definition
• Facebook Graph Search • Search for hashtags • Follow competitor’s pages
©Michelle Post, Ph.D., CSMS
Finding Your Audience on G+ • Follow key people &
influencers • Create Target Audience • Google+ People • Google+ Circles • Google+ Groups • Google+ Hangouts • Google+ Communities • Review the top trending
topics • Search for hashtags &
keywords
©Michelle Post, Ph.D., CSMS
Finding Your Audience on LI
• Optimize your profile with keywords from your business
• Use LinkedIn Advanced Search
• Search your contacts • Search People • Search Groups • Check out your
competition
©Michelle Post, Ph.D., CSMS
Finding Your Audience on Pinterest • Popular pinners • Popular topics • Popular boards • Pinterest Group Boards • Checkout competition
boards • Pinterest Business
Analytics • Tool - Tailwind
©Michelle Post, Ph.D., CSMS
Finding Your Audience on TW • Twitter Analytics • Search for hashtags & keywords • Listen to niche Tweets • Measure the Retweets • Twitter Cards • Analyze your followers • Target keywords in Twitter Bios • Twitter’s “people search” • Find active users and followers in your
industry • Twitter’s Advanced Search • Twitter Lists • Tool - Followerwonk
©Michelle Post, Ph.D., CSMS
Putting it All Together
©Michelle Post, Ph.D., CSMS
Find & Reach Your Audience
1. Your
Purpose
2. Ask
Questions
3. Create a Persona
4. Find
where they are online?
5. Create a strategy to reach
them
6. Engage – Don’t Sell
Final Thoughts
• This presentation only scratched the surface of some of the ways to find your audience, there are still so many others ways . . .
©Michelle Post, Ph.D., CSMS
RESOURCES AND MORE
©Michelle Post, Ph.D., CSMS
Resources: Articles
• Marketers Just Want to Get to Know You (with Data) - http://www.emarketer.com/Article/Marketers-Just-Want-Know-You-with-Data/1011079
• VIDEO + SLIDESHOW: Search Powered Psychographics - http://searchengineland.com/video-slideshow-search-powered-psychographics-195078
• The Vital Importance Of Understanding Your Target Market - https://medium.com/startup-founder-essentials/the-vital-importance-of-understanding-your-target-market-6d0c9c44a0b6
• Cold, Hard Content Marketing Stats - http://kapost.com/content-marketing-facts/
Resources: Reports
• 2014 Social Media Marketing Industry Report - http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2014/
• Social Digital Mobile 2014 - http://wearesocial.sg/blog/2014/01/social-digital-mobile-2014/
• Social Media Demographics - http://www.businessinsider.com/demographic-data-and-social-media-2014-2
• Social Networking Fact Sheet - http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Resources: Infographics
• 10 Tips For Smart, Targeted Digital Marketing [INFOGRAPHIC] - http://www.mediabistro.com/alltwitter/10-targeted-marketing-tips_b55386
• 55 Interesting Social Media Infographics - http://www.hongkiat.com/blog/55-interesting-social-media-infographics/
• Do you know your target audience on Social Media? (Infographic) - http://zcsocialmedia.com/targetaudienceonsocialmedia/#.U-g7MGOvf0o
• How to Choose Social Media Platforms (Infographic) - http://www.melissaleiter.com/how-to-choose-social-media-platforms/
• The State of Marketing 2014 - http://www.exacttarget.com/resource-center/digital-marketing/2014-state-of-marketing-infographic
• Understanding our Audience on LinkedIn - http://www.slideshare.net/SrividyaGopani/linkedin-audience-study
Resources: Marketing Statistics
• Content Marketing - http://www.exacttarget.com/blog/50-content-marketing-stats/
• 2014 Marketing Statistics - http://www.webdam.com/2014-marketing-statistics-infographic/
• 2014 Social Media & Marketing Statistics - https://smallbusiness.yahoo.com/advisor/83-exceptional-social-media-marketing-statistics-2014-160016146.html
• Inbound Marketing Statistics - http://www.business2community.com/inbound-marketing/20-stunning-inbound-marketing-statistics-0937976#!bAUowk
• Mobile Marketing Statistics - http://www.adknowledge.com/blog/statistics-to-justify-budget/
Resources: Sites
• City Data - http://www.city-data.com/ • Clickz - http://www.clickz.com/ • InternetLiveStats - http://www.internetlivestats.com/ • InternetWorldStats - http://www.internetworldstats.com/ • MarketingLand - http://marketingland.com/ • PewInternet - http://www.pewinternet.org/ • SearchEngineLand - http://searchengineland.com/ • StatisticBrain - http://www.statisticbrain.com/ • Target Marketing - http://www.targetmarketingmag.com/ • US Census Bureau - http://census.gov/
Resources: Blogs
• 11 Easy (But Insightful) Ways to Perform Market Research on the Fly - http://blog.hubspot.com/insiders/quick-market-research
• 50 Questions That Helps You Define Your Target Market - http://www.jackpreneur.com/define-target-market/
• How Do I Reach My Audience? - http://chrisbrogan.com/reach/
• Personas: The Art and Science of Understanding the Person Behind the Visit - http://moz.com/blog/personas-understanding-the-person-behind-the-visit
• The Social Media Hacker’s Guide to Creating Targeted Audience Groups - http://www.mashbout.com/social-media-hacker-guide/
©Michelle Post, Ph.D., CSMS
References
Demographics. (n.d.). Retrieved from https://www.google.com/?gws_rd=ssl#q=definition:+demographics Entrepreneur.com. (n.d.). Target market [Blog post]. Retrieved from http://www.entrepreneur.com/encyclopedia/target-market Geographic. (n.d.). Retrieved from http://en.wikipedia.org/wiki/Geomarketing Leiter, M. (2014, February 11). How to choose social media platforms [Infographic]. Retrieved from http://www.melissaleiter.com/how-to-choose-social-media-platforms/ Psychographics. (n.d.). Retrieved from https://www.google.com/?gws_rd=ssl#q=definition:+psychographics Socio-graphics. (n.d.). Retrieved from http://wiki.answers.com/Q/What_are_socio-graphics Technographics. (n.d.). Retrieved from http://internetbusinessuk.com/target-perfect-audience-part-3-5/ ©Michelle Post, Ph.D., CSMS
Michelle Post, Ph.D., CSMS
©Michelle Post, Ph.D., CSMS http://reachyourpotential.guru/
#3RdTT Workshops for 2014
• Sept 16 - Creating a Social Media Campaign for Brand Awareness
• Oct 21 - Content Curation Tools are Cool
• Nov 18 - Keywords are Key • Dec 16 - How do you measure up?
Performing a Self-Social Media Audit
©Michelle Post, Ph.D., CSMS
