Adroit Digital & Digiday: 5 tips for using social media data to find new customers
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Maybe it’s just the whiplash talking, but it seems like there’s a new social app, platform or network every day. Whether your brand is on Facebook, LinkedIn, Instagram, Twitter, Kik, Yo, Snapchat or countless others, you’ve got a lot of data in your face telling you lots of different things. But how do you make sense of it all? And how can you pair this information with your other data to generate useful insights about your target customers? This webinar, hosted by Adroit Digital and featuring Allison Smith of Forrester Research, analyzes the development of social data gathering and offers 5 tips on how to use social data to find new customers. Learn how to figure out what kinds of social data matters, how to find it and how to make it work for you.
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Adroit Digital & Digiday: 5 tips for using social media data to find new customers
- 5. © 2013 Forrester Research, Inc. Reproduction Prohibited Michael Porter’s Five Forces Revisited In The Age Of The Customer October 2013 “Competitive Strategy In The Age Of The Customer”
- 6. © 2012 Forrester Research, Inc. Reproduction Prohibited Social media is important because… 6
- 7. Social matters externally: in the face of the changing customer journey
- 8. © 2012 Forrester Research, Inc. Reproduction Prohibited Social marketing matters internally: within the customer life cycle
- 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Social insight can fuel your customer relationships
- 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Companies don’t mature because they keep social data contained PR/Corporate Communications Marketing Customer Support Competitive Intelligence SOCIAL DATA
- 11. PR/Corporate Communications Marketing Customer Support Competitive Intelligence Listening data has value across the enterprise Operations Sales, Lead Generation Research and Development Market Insights Customer Experience Creative Media Planning Analytics Human Resources eCommerce Brand Protection, Risk Management Compliance Marketing PR/Corporate Communications Competitive Intelligence Customer Support LISTENING DATA
- 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 i. Figure out who you already have
- 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 ii. Find Insights Where The Data Is
- 21. iii. Get Enough Data To Optimize Against
- 22. iv. Use The Results, Apply Them And Break Out Even Further From There
- 23. v. Reach Users With Targeted Messaging
Hinweis der Redaktion
- So how can social media benefit the modern-day digital marketer? It’s all about the data that’s at your fingertips on social media sites like Facebook and Twitter.
- So how can social media benefit the modern-day digital marketer? It’s all about the data that’s at your fingertips on social media sites like Facebook and Twitter.
- This takes us to the age of digital advertising we find ourselves in now: data-driven marketing. In its most basic form, data-driven marketing is extracting valuable insights from customer data to drive better digital marketing results and competitive advantage. How does social help with this? Social data is one of several necessary components that create a holistic view of your target customer. Consider all your data sources: CRM, first-party, second-party, third-party. CRM data only tells you so much. Your own first-party data is great, but doesn’t give you scale. Second-party data needs to be bought to be accessed. And third-party isn’t always accurate. As we mentioned earlier, social data is self-reported, increasing its accuracy, and real-time. When you are able to combine this rich social data with shared first-party data—the type of data you would leverage in a co-op--, you are able to achieve scale and efficacy not possible with other data sources and learn which shoppers are converting now.
- While social was briefly about naval-gazing and letting the world know what college you went to and your relationship status, it soon became a treasure trove of self-reported data that marketers could leverage.
- Sara, here it would be great to talk about what you have already told me – all the demo and interest and other data that sites like Facebook and Twitter provide.
- You can then use all this information to create modeled audience segments to target, widening your potential customer pool. *(Sara, add in your knowhow about personas here): We can build personas that are be realiable and accurate –with first-party data that is really fresh. We need the demo info and this is where social comes in combined with shard shopper data. Robust persona of your audience. Social data will give you a granular pic of who is converting now and in real-time – you can take action without having to wait for a long-time. Create segments or take modeled segments and put in Twitter directly and hit them Twitter messaging and Twitters ads. You can leverage models and taxonomy segments directly and learn more about our audiences by layering them with Twitter’s data. We can segment the existing user base by gender, language, location, keyword, followers, and interests. So for example for a telecom provider, we could find users who we know are up for a renewal and who are talking about phones, or we could target those who aren’t up for a renewal yet but the new iPhone was released and they’re tweeting about it. That would indicate they might upgrade early. We could test theories like this on Twitter. It’s like contextual on fire: instead of just reading about a topic, they’re actually speaking about it and engaging with it, or following the provider. This adds to our shopper behavioral knowledge about our audiences – now we know what they’re talking about, what they’re interested in away from shopping, some demographic information about them, and what they’re shopping for online away from an advertiser’s website. Judging performance based on this data will help us build more robust audience personas to leverage across display, mobile, social, video.
- Yet…social data remains in a silo, leaving an untapped potential to generate customer insights and integrate them with marketers’ existing data. And there’s definitely a lot of data to wade through. Marketers often get overwhelmed by this data, so they either shy away from it, or they fail to focus on the wrong data, or use it in the wrong way.
- 5 Tips to Use Social Media Data to Attract and Retain Customers
- Choose segments by what’s most important or come up with an hypothesis and then test one thing at a time. *Decision tree
- You can effectively use all the relevant data, including social, at your disposal, to create a successful data-driven marketing strategy.