Audience Profiling for Grownups: No Guesswork Allowed
Take out the guesswork of audience profiling and build highly accurate personas based on real data. By the end of this, you will walk away knowing: 1. How to identify audience data from the main social media channels (Facebook, Twitter, Pinterest) 2. How to get visitor demographics in Google Analytics 3. How to use CAMEO Dynamic to take your profiling to the highest level 4. How to ready your personas for effective content creation So while your competitors are still taking wild guesses about their audience, you will know precisely who to talk to. You will also know how they like to be spoken to. And you can create content that’s guaranteed to resonate with every one of them. These slides are part of a workshop for Traverse 16 conference in Cardiff (#traverse16)
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Audience Profiling for Grownups: No Guesswork Allowed
- 1. AUDIENCE PROFILING FOR GROWNUPS: NO GUESSWORK ALLOWED @Rodica_Maria www.uktravelroom.co.uk www.latitudegroup.com Copyright 2016 Latitude T RAV ERSE 1 6 WORKSHOP
- 2. AGENDA How to identify audience data from the main social media channels How to get visitor demographics in Google Analytics How to use CAMEO Dynamic to take your profiling to the highest level How to ready your personas for effective content creation
- 3. How to identify your audience data from the main social media channels
- 5. FACEBOOK • Facebook data about audience is scarce unless you paid to promote content – that will give you more insights • Strengths – In-depth age data – Location by city • Results are easy to download and interpret • Focus on top 3 locations to plan highly targeted content
- 6. TWITTER • Best analytics data by far in terms of audience profiling • Strengths – Income – Detailed Interests – Consumer buying styles • Results can’t be downloaded. Need to copy & paste into the spreadsheet provided • Income and buying style will inform a key part of your content & brand
- 7. PINTEREST • Pinterest data is best to identify specific interests • Strengths – Gender data – Specific interests data – Brands your audience are engaging with • Results are downloadable • Use the brand data for partnerships and campaign work
- 8. GOOGLE ANALYTICS • GA data can offer huge amounts of information about the audience that visits your site • Strengths – Gender data – Specific interests data – Age • Results are downloadable and easy to interpret • Compare the age data with Facebook and get a right age bracket to target
- 10. CAMEO DYNAMIC
- 11. XXXXX DEMOGRAPHICS Household Income: Household Composition: House Type: Council Tax Band: Credit risk: Savings and investments: Life events: Travel to: Travel by: HOUSEHOLD DETAILS Heavy useage of internet (XX hours) Uses Internet to …. Dating, social networking Watches videos in social sites Reads blogs, listens to podcasts Uses Social Media Social channels: ONLINE PRESENCE Write the magazines or newspapers READS Add their concerns. Put yourself in their shoes. Good luck! CONCERNS Age: Gender: Education: Occupation: Industry: Interests:
- 12. How to ready your personas for effective content creation
- 13. Structured blog post schedule Topics informed by the audience interests, concerns and lifestyle Labels: Destination, Interests Centralised account management of all content Tone of voice based on magazines your audience reads RESEARCH AND PLAN
- 14. YOU NOW KNOW How to identify audience data from SM channels How to get visitor demographics in Google Analytics How to use CAMEO Dynamic Talk to the right people in the marketplace How to write effective content for your audience