With so many platforms to choose from, how do you know where to start? Or which one is best for your content? Senior strategists Kim Stockley and Lauren Zoltick uncovered the who, what, where, when, and why of your small business’s social media strategy. Business owners left with an understanding of social media best practices including how to understand your audience, develop a brand voice, and maximize your content’s reach.
Read more at: https://isl.co/2017/08/small-biz-big-impact-four-key-steps-to-build-your-brand
1. 641 S ST NW.
Washington, DC 20001
P: +1 202-683-9980
www.isl.co
SocialMediaStrategy
AUGUST 2, 2017
A HANDY GUIDE FOR SMALL BUSIN ES SES
2. 2
HI, MY NAME IS…
KimStockley
Content Strategist
@kstock13, kim@isl.co
3. 3
HI, MY NAME IS…
LaurenZoltick
Senior Content Strategist
@zolflicks, lauren@isl.co
4. 4
1. The Whats And The Whys
2. Evaluating Platforms
3. Understanding Your Audience
4. Keeping Up With The Competition
5. Content Strategy
6. Community Management
7. Reporting
8. Defining Your Process
TABLE OF CONTE NTS
6. THE WHATS AND T H E WH YS
6
WhatisSocialMedia?
For brands and businesses, social media is
an integral inbound marketing tool. But it’s
also a way to build relationships with your
current and potential fans, which can result
in invaluable customer loyalty.
8. THE WHATS AND T H E WH YS
8
1. It legitimizes your brand.
2. It humanizes your brand.
3. It producestrackableresults.
4. It’s required to stay competitive.
Now…WhySocialMedia?
9. Word of mouth only goes so far. Potential customers are
looking for validation on Social Media—be it through
the number of Facebook or Instagram followers you
have, high Yelp reviews, or a polished, curated feed.
9
WHY SOCIAL ME DIA?
Itlegitimizesyourbrand.
10. Customers are looking for brands they can identify with. Social Media is a
platform where your brand can showcase its roots, values, and quirk in an
effort to connect with new and existing fans.
With so many small businesses to choose from in DC, it’s important to give
potential customers a reason to go with your brand.
10
WHY SOCIAL ME DIA?
Ithumanizesyourbrand.
11. Social Media is a very agile (and forgiving) advertising medium, in that it
provides a safe space for trial and error. Want to test which ice cream flavor
gets more customers in the door? Try an A/B test to see which photo drives
the most traffic to your website within 48 hours.
Whether you’re testing, advertising, or just engaging with customers, most
social platforms provide instant results on your KPIs.
11
WHY SOCIAL ME DIA?
Itproducesimmediateresults.
13. THE WHATS AND T H E WH YS
13
1. Being inconsistent
2. Not defining your strategy
3. Not establishing goals and KPIs
4. Not responding to comments
5. Waiting for fans to come to you
6. Measuring success based on total followers
7. Selling your product too hard
8. Not selling your product enough
9. Posting the same content on every platform
10. Treating your feed like your personal account
10BiggestMistakesBusinesses
MakeonSocialMedia
15. EVALUATING PLAT FO R M S
15
Choosing what platforms to put your business on
> What are my goals for my business on social and can I accomplish them on this platform?
> Is my target audience on the platform?
> Can I create content that fits the platform and my business?
> Do I have the budget to reach my target audience on that platform?
Howtochoose:
17. 17
EVALUATING PLAT FO R M S
Facebook
71% of internet users
are on Facebook. It's a
platform that offers
broad post & ad types
to a broad audience.
Organic reach is very
limited - Pay to play!
Twitter
Timely updates and news,
customer support, and
humor are what people
expect on Twitter. Can earn
limited organic reach - paid
is helpful!
Instagram
This is a visual-first
platform, and the aesthetic
of not only your individual
posts but how your posts
look together is important.
Can earn organic reach -
paid adds targeting!
Tumblr
A super-customizable
blogging platform that
encompasses text, photos,
quotes, links, music, and
videos . Strong art, artist,
and music communities.
LinkedIn
Considered a business-
oriented platform to
connect companies with
potential talent, this is a
great place to post
corporate updates, write
business blogs, or reach
new talent.
Snapchat
This ephemeral
platform has a young
audience, and content
can be made from a
brand channel, ads, or
expensive outlets like
branded lenses,
discovery, etc.
18. 18
EVALUATING PLAT FO R M S
Pinterest
A visual bookmarking tool
that helps users discover
and save creative ideas. If
you can incorporate your
brand into creative ideas
(DIY, decor, recipes, etc) this
can be a great platform to
explore.
Google+
Though often considered a
wildly unpopular network
compared to rivals, there
are large tech, gaming, and
science communities on
Google+. In addition, adding
your companies
information can ensure
accuracy of info and
optimize search on Google.
Youtube
Video only. Some brands
use this as a storage hub for
video, but by producing
regular, HQ, and consistent
content, you can earn a
strong subscriber base.
Yelp
A review platform, this is a
great place to exercise
community management
skills if your company is
reviewable on Yelp. Don’t
get mad, learn and engage!
Foursquare
A location-based check-in
platform, this is a great
place to exercise
community management
skills if your company is a
location people can check
into on Foursquare.
20. 20
UND ERSTANDING YO UR AUDIEN CE
Isanyoneoutthere?
Yes! Most social media platforms provide simple (and free!)
ways to identify demographic information about your social
media followers. FacebookAudienceInsights does you one
better by giving you insight into its users based on
interests, occupations, and behaviors.
Instagram Business Audience Data
21. DON’TSKIPTHISSTEP!Understanding your current—
and more importantly, your potential—audience’s
social media characteristics is a necessary step if your
goal is to create effective content. This data can inform
creative, brand voice, and even which social platforms
you should be on.
21
UND ERSTANDING YO UR AUDIEN CE
FreeToolsOfTheTrade AUDIENCE INSIGHTS
ADS.TWITTER.COM
BUSINESSACCOUNT
22. 22
UND ERSTANDING YO UR AUDIEN CE
YOU CAN TRACK THIS
• Demographics: Age, gender, location
• Interests: General or by FB page
• Behaviors & Hobbies: Actions such as
traveling, giving to charities, etc.
• Psychographics: Parental status, income level
YOU…CAN’T TRACK THIS THOUGH.
• Emotions
• Sentiment
AudienceInsights
www.facebook.com/ads/audience-insights
23. 23
UND ERSTANDING YO UR AUDIEN CE
YOU CAN TRACK THIS
• Demographics: Age, gender, education level,
HH income, occupation
• Lifestyle: Interests, TV genres
• Consumer Behavior: Food preferences,
consumer goods purchases, auto buyer type
• Mobile Footprint: Wireless carrier
ads.Twitter.com
www.ads.twitter.com
24. 24
UND ERSTANDING YO UR AUDIEN CE
YOU CAN TRACK THIS
• Demographics: Gender, age, location
• Activity: What day and time are they online?
BusinessAccount
InstagramBusinessAccount-FollowersData
DIY - SET UPYOUR BUSINESS ACCOUNT NOW!
• Go to your profile and tap .
• Scroll down, tap “Switch to Business Profile.”
• Select the (public) account you'd like to
switch to a Business Account.
• Review your business's contact information,
make any changes, and tap Done.
25. 25
UND ERSTANDING YO UR AUDIEN CE
Okay,so?
Not only are audience insights fascinating (just us?), they
are a critical foundation of your social media strategy.
This data can help inform your social media brand voice
and paid targeting segments. But more on that later.
26. SOC IAL MEDIA ST R AT EGY
KeepingUpWithThe
Competition
26
27. COMPE TITIVE AN ALYSIS
27
WhyAnalyzeCompetitors?
It’s so important to understand what your
competitors do well and don’t do well on social, how
they position themselves on each platform, the
content they are putting out - both visually and their
tone, who they appear to target, etc. Why? Because
then you can strategize how to learn from their
successes, avoid their failures, and different yourself.
28. 28
COMPE TITIVE AN ALYSIS
Chart The Waters
Don’t just look at how your competitors are doing
and what they are doing on each channel, but
how you compare, how you fit in the mix, and
where the opportunity gaps lie for your brand.
Large Fanbase
Small Fanbase
Little Engagement Lots of Engagement
High Quality
Accessible
Relaxation Motivation
Opportunity
Gap
*
29. 29
COMPE TITIVE AN ALYSIS
Visual & Tone
Study how your competitors are visually
showcasing themselves across platforms and
how they are communicating to their audience.
See how there content is performing - what
seems to be working? What’s not? Make what’s
working your way, don’t repeat their mistakes.
32. Makethemostofyoursix
hourswithastrategy.
CONTENT STRATEGY
32
1. Goals & KPIs
2. Brand Voice & Aesthetic
3. Target Audiences
4. Content Buckets
5. Posting Cadence
6. Hashtags & UGC
YourSocialMediaStrategyshouldbealivingdocument.
Just because your original primary goal was to drive traffic
to your website, doesn’t mean you can’t change gears down
the road. This document should serve as an ongoing
reference to any and all team members who touch your
company’s social accounts.
35. 35
CONTENT STRATEGY - G OA LS & K P IS
AWARENESS ENGAGEMENT DIRECT RESPONSE
I want as many people as
possible to see my content.
I want customers to engage
with my brand’s posts.
I want more people to visit my
brand’s website.
36. 36
CONTENT STRATEGY - G OA LS & K P IS
• Impressions
• Reach
• Connections (Fans)
• Engagement Rate
• Share of Voice
• Sentiment
• Link Clicks
• Coupon Downloads
• Conversions
AWARENESS KPIs ENGAGEMENT KPIs DIRECT RESPONSE KPIs
38. “…We have less than 10 seconds to capture and engage an
audience before they continue to scroll down or click away;
and engagement drops off significantly beyond that.”
– AdAge
39. 39
CONTENT STRATEGY - B R AN D VO ICE & A EST HET IC
WhyisBrandVoiceImportant?
Brand voice differentiates you from any other brand and
your competitors. It’s the voice you put out to your
customers to make them trust you, laugh, cry, get hungry,
be impressed, etc - and ultimately consider your brand.
40. CONTENT STRATEGY - B R AN D VO ICE & A EST HET IC
40
ImagineYou’reAtADinnerParty
…full of people you don’t know. You want the other guests
(your audience) at the party to leave with a certain
viewpoint or opinion about you at the end of the night. So
you act a certain way, choose certain words and
conversation topics over others, make certain jokes, and
generally work to be the most charming, or funny, or book
smart, or emotionally sensitive, etc. version of yourself,
depending on which of these traits are the most important
for you to convey.
41. 41
CONTENT STRATEGY - B R AN D VO ICE & A EST HET IC
DefiningYourBrandVoice
With brands, it’s really not all that different. The
fundamentals of voice comes down to a personality—
prioritizing a set of traits that comprise an identity, and
then communicating in a way that expresses and prioritizes
those traits.
42. 42
CONTENT STRATEGY - B R AN D VO ICE & A EST HET IC
Setting up tools to define your voice is
important. That way your internal team
(from writers to designers to community
managers, etc) can align on how to talk
as the brand across platforms.
Defineit.
43. Hobbies
• What does your persona do after work? Home brew beer? Go to
concerts? Dog park? Tandem bike conventions? The list is endless.
Who Are You?
Describe your persona’s
personality in a couple sentences.
The Face of an
American
Revolution.
Background
What is your persona’s origin story? Who are they? What motivates them?
Things You’d Say
Give an example of a few quotes your persona
might say about your brand.
Social Media Preference
What social platforms would your persona use -
do they align with the ones you've evaluated for
your brand?
Demographics
Male or Female
Age Range:
Marital Status / Kids:
Income Bracket:
What’s Your Name?
44. 1. DesignPillars:3-5 terms that define your aesthetic (ex: vibrant, effortless, geometric)
2. ColorPalette:Which colors are most prominent in your photography and ads?
3. PhotographyStyle: Top down? Symmetrical? Editorial? Keep it consistent and polished.
4. Typography:Which typefaces will be used in your social media ads? Try to stay
consistent with your overall brand style guide.
5. Branding:How is your branding or product featured in your content?
44
CONTENT STRATEGY - B R AN D VO ICE & A EST HET IC
Creatingyoursocialmediastyle
46. 46
CONTENT STRATEGY - VIS UAL ST YL E GUID E
Makeiteasyforfanstofindyouwith
uniformsocialhandlesandbranding.
47. CONTENT STRATEGY - B R AN D VO ICE & A EST HET IC
47
AdaptByPlatform
Your brand voice does not need to be exactly the same across every
platform. Perhaps your audience identifies more with humor and
sarcasm on Twitter or emotional stories on Facebook — ensure
cohesion but don’t be afraid to differentiate.
Same goes for your aesthetic. Perhaps top down product shots are
crushing on Instagram, but user-generated and lifestyle content is
performing better on Facebook — adapt and adjust.
49. Youraudiencepersonasrepresentthepeopleyou’retalkingtoon
socialmedia. Identify 3-5 current and potential audience segments
based on the user research you performed. If your current fanbase is
made up of middle-aged moms, but your goal is to attract young
professionals, create an audience persona for each group and tailor
different pieces of content to each segment’s unique interests.
49
CONTENT STRATEGY - C ON T ENT BUC KETS
Definingyouraudiencepersonas.
51. Content Buckets define the overarching focus areas of your brand, in
social media form. It’s important to include a variety of content
themes in your social calendar in order to keep fans engaged, tell
your brands’ complete story, and (you guessed it) reach your goals.
Each Content Bucket should aim to answer a unique questions for
fans to ensure your brand is packing value into every post.
51
CONTENT STRATEGY - C ON T ENT BUC KETS
ContentBucketsRepresent
ThePiecesOfYourBrand
52. 1. ProductFocused:What is your product/service, and how does it stand out?
2. Lifestyle:How does the product/service fit into customers’ everyday life?
3. Promotions: What special deals can you offer me?
4. BehindtheBrand: Who’s making this product?
5. User-GeneratedContent:What do real people think of this product/service?
6. TrendingTopics:How is your brand related to my interests?
52
CONTENT STRATEGY - C ON T ENT BUC KETS
DIY-IdentifyYourContentBuckets
A FEW THOUGHT STARTERS:
54. There’snomagicnumberhere.Above all, your
posting cadence should be consistent from week to
week, and not stretch you—or your budget—too
thin. There’s no use churning out more content than
you can afford to promote on “pay to play” platforms.
like Facebook.
54
CONTENT STRATEGY - P O ST ING CADEN CE
WeeklyPostingCadence BOOSTED POSTS: 1-3
DARKADS: 1 (ongoing)
TWEETS: 7-21
GRAMS: 3-5
55. 55
PLATFORM STRAT EGY - FAC EBO O K P OST T YPES
PROMPT ON-PLATFORM
ENGAGEMENTS
DRIVE OFF-PLATFORM
ACTIONS
EMPHEMERAL
MESSAGE FORMATS
Choosingthebestposttypefor
yourmessage.
• FB/TW - Link Previews
• FB - Carousel Posts
• FB/IG - Dark Ads
• FB/IG Live
• Instagram Stories
• Snapchat
• FB/TW/IG - Photos,
Gifs, Videos
• Twitter Polls
56. 56
PLATFORM STRAT EGY - FAC EBO O K P OST T YPES
ORGANIC POST
Organic posts primarily show up
on your Facebook Page to any
user who visits your page. The
chances of anyone seeing it in
their actual Newsfeed are slim.
BOOSTED POST DARK AD
PaidContentTypes
Boosted posts show up on your
Facebook Page AND in targeted
users’ Newsfeeds, but you’ve got to
pay for them. As little as $100 per
Boosted post can help you reach
10-15K (if you’re smart w/ targeting).
A dark ad only shows up in your
targeted audience’s Newsfeed.
Dark posts are typically used for
promotions and brand awareness,
vs. lifestyle content. You must pay
for this content.
57. 57
CONTENT STRATEGY - C ON T ENT BUC KETS
✔ = Primary
o = Secondary
PRODUCT FOCUSED ✔ o o
LIFESTYLE o ✔ o
PROMOTIONS ✔ ✔ o
BEHIND THE BRAND o ✔
USER-GENERATED
CONTENT
o ✔ o
TRENDING TOPICS ✔ ✔
Avoid publishing the same
content on every channel.
Choose thoughtfully
based on your goals and
platform strengths.
59. CONTENT STRATEGY - H AS HTAG ST R AT EGY
59
Whatarehashtags?
Hashtags are clickable links that attach your
brand’s content to larger conversations happening
on social. Adding hashtags to a post on certain
social platforms can help increase reach to both
broad or niche audiences and has been proven to
increase engagement when used correctly, and
decrease engagement when used incorrectly.
60. 60
CONTENT STRATEGY - H AS HTAG ST R AT EGY
Facebook
> Performance decreases when brands
use more than 1-2 hashtags per post.
> Use hashtags that will increase post
reach into relevant conversations and/or
campaign hashtags.
Twitter
> Hashtags can increase reach on
Twitter if they are frequently-used or
trending.
> Test hashtags against non-hashtags
before choosing one or the other.
> Use brand hashtags wherever relevant.
Instagram
> Using the right hashtag (and
combination of hashtags in Instagram
Bundles) can help you expose your posts
to large and targeted audiences.
> Your chances of attracting new
followers, getting more likes, and
increasing engagement are vastly
increased by the use of hashtags.
> “Hashtag Bundles” are a great strategy
to increase organic reach on Instagram
posts.
61. 61
CONTENT STRATEGY - H AS HTAG ST R AT EGY
Bundle Strategy
Instagram hashtag bundles allow you to reach broad
and niche audiences without clouding your post
copy. A strong strategy for bundles is to mix high
and low volume hashtags across hashtag categories
(Pro-tip: Check volumes on Instagram by typing in
hashtags into the search bar).
1) High volume hashtags allow us to be a part
of very relevant conversations, however,
content is pushed down rather quickly because
of the high volume and becomes harder to find.
2) Low volume hashtags allow us to join more
niche conversations where the content will
have a much longer lifespan.
Pro-tip: Put hashtag bundles in your
post as a second comment so it
doesn’t clutter post copy. Adding 5
periods and line breaks causes
Instagram to show the comment as
“[…]” which looks less cluttered still.
Create the 5 periods and line breaks in
the “Notes” app on your phone.
62. CONTENT STRATEGY - H AS HTAG ST R AT EGY
62
Organize&Track
It’s important to keep track of the hashtags you use,
and organize them into categories to keep Hashtag
Bundle creation easy. This can be accomplished
with a simple google spreadsheet or excel.
Category Hashtag
Branded #BrandName
Trending #TBT, #NewYears, #NationalHotDogDay
Category #Foodies #PerfectPlate
Post-Relevant #HotDog #Grilling
63. 63
WhatisUGC?
User-generated content is content your
users and fans are creating that features
your brand. With their permission, using
this content in your content calendar can
help provide you with additional content
and make your content feel authentic and
relatable.
CONTENT STRATEGY - USER - GEN ERAT ED C O NT EN T
64. 64
CONTENT STRATEGY - USER - GEN ERAT ED C O NT EN T
Sourcing UGC
Where do you find UGC? Search branded hashtags
uses, or the photos you are tagged in. Search your
posts’ comments section. Not finding enough,
encourage your audience to post more by:
1) Having a branded hashtag: A hashtag that
people can tag in posts that simply states your
brand will help you find UGC.
2) Ask for it: In posts, ask users to take a photo with
your product in different settings.
3) Provide incentive: Offer a prize or swag for
participating. Surprise and delight your fans for
great content!
Selecting UGC
Not all user-generated content (UGC) is created
equal. The same high-quality standards we have for
our own content should be held to photos we
choose to repost from users. So, what makes a good
piece UGC?
1) High quality images: Crisp photography, well-
composed.
2) Branding in the wild: Clearly an image of your
brand. Logo or branding should be present.
3) On-brand positioning: Should fit within your
overall brand positioning and content plan.
65. 65
CONTENT STRATEGY - USER - GEN ERAT ED C O NT EN T
Giving Credit
The phrase “give credit where credit is due” could
not be more relevant to reposting UGC. After asking
the user for permission, and receiving permission to
use the image, ensure you credit the user in post
copy, clearly and across platforms.
67. COMMUNITY MAN AG EMENT
67
ManagingYourCommunity
Strong community management gives brands a close, on-
the-ground look at how fans and followers are engaging
with content. In addition to answering questions,
community managers build and foster a sense of belonging
among fans, while reinforcing messaging, voice and values.
From customer service to congratulatory thumbs ups -
community management is the gateway to your fandom.
68. 68
COMMUNITY MAN AG EMENT
REPLY TO EVERYONE
FOLLOW FELLOW
BUSINESSES & FANS
HASHTAG HUNT
Don’t ignore the haters.
Respond to positive AND
“constructive” comments
publicly to show transparency.
Don’t wait for them to come to
you! Follow the business next
door, and loyal customers—
they just might follow you back!
Looking through the feeds of
relevant industry hashtags can
help you identify influencers
and your audience’s interests.
Ifyouhadtochoosethreepriorities:
#
70. REPORTING 1 01
70
HowcanItellifit’sworking?
Datadrivesstrategy.Taking the time to evaluate
the performance of your social media content is
invaluable. Fortunately most platforms make it
simple to collect data in real time, which lets you
focus on the most important part of the reporting
process: insights.
71. 71
Afewmetricstomeasure:
REPORTING 1 01
METRIC DESCRIPTION
Engagement Rate (Engaged Users / Total Reach) × 100
Engagements Actions on your post: likes, comments, shares, reactions.
Connections
The number of users following the account (a.k.a. Facebook likes, Twitter and Instagram
followers).
Reach The total number of unique users your page post was served to.
Impressions The number of times a post from your page is displayed.
Video Views
The number of times a video was viewed after a certain amount of time (e.g. Facebook = 3
seconds, Youtube = 30 seconds, etc.)
72. 1. Areyouspendingeffectivelyacrossplatforms?
2. Arecertaincontentbucketsoraudiencesegmentsoutperformingothers?
3. Arecertaincreativeelements deliveringastrongerreturnoninvestment?
4. Areyoumatching performancebenchmarksforourprimaryKPIs?
72
PLATFORM STRAT EGY - VIS UA L ST YLE G UIDE
Whatarethosenumberstellingme?
Upon gathering these metrics on a monthly and quarterly basis (recommended), you’ll
be able to draw insights which will allow you to make data-driven optimizations to your
social strategy. For example:
74. 74
DEFINING YOUR P RO CESS
WhyFollowaProcess?
Creating a social media process will help keep you
organized and stress free, will increase the
performance of your content, and ensure it ladders
up to your strategy, goals, and business priorities.
STRATEGY
PUBLISHING
+
ENGAGEMENT
C ONTEN T
PRODUCTIO N
REPORTING
75. 75
DEFINING YOUR P RO CESS
OPTI MIZE +
STRATEGIZE
PRIORITIZE CO N CEPT O UTLI NE
PRODUCE
C ONTEN T
REV IEW +
REFINE
PUBLISHING
+
ENGAGEMENT
Ensure your team
is fully aligned to
execute on your
Social Media
Strategy. Identify
any insights you
can pull from
reporting and
optimize your
strategy.
Define your
priorities for the
month. Do you
want to create
awareness around
a new product or
feature? Do you
want to talk about
a National
Holiday? etc.
REPORT
Get your creative
team together or
sit down yourself
to come up with
concepts for your
posts for the
month. Ensure
they ladder up to
the priorities &
strategy, are
achievable, hit
cadence goals,
and make sense
on each platform.
Based on the
content you plan
to create, build
out an outline of
when posts will go
out for the month
to ensure content
looks good back
to back (especially
on Instagram),
that you have a
good cadence,
and set aside time
to schedule.
Produce your
content. Write
post copy by
platform, shoot or
create imagery or
video, etc.
Look at what you
created, ensure it
makes sense in
the outline, and
refine if needed.
Schedule your
content where
you can (e.g.
Facebook &
Twitter). Set
reminders to post
where you can’t
(e.g. Instagram).
Try and get a
second set of eyes
on scheduled
posts to ensure
there are no errors
or timely news
that would affect
your post. Engage!
Look back on your
content and how
it performed
based on your
KPIs and goals.
What insights can
you pull from the
analytics to
optimize future
content?
77. 641 S ST NW.
Washington, DC 20001
P: +1 202-683-9980
www.isl.co
A J. WALTER THOMPSON CO.
Thanks! LaurenZoltick
Senior Content Strategist
@zolflicks, lauren@isl.co
KimStockley
Content Strategist
@kstock13, kim@isl.co
KEEP IN TOUCH .
80. Hobbies
• What does your persona do after work? Home brew beer? Go to
concerts? Dog park? Tandem bike conventions? The list is endless.
Who Are You?
Describe your persona’s
personality in a couple sentences.
The Face of an
American
Revolution.
Background
What is your persona’s origin story? Who are they? What motivates them?
Things You’d Say
Give an example of a few quotes your persona
might say about your brand.
Social Media Preference
What social platforms would your persona use -
do they align with the ones you've evaluated for
your brand?
Demographics
Male or Female
Age Range:
Marital Status / Kids:
Income Bracket:
What’s Your Name?
