What if you could use Facebook as an Audience Profiling tool & get a full understanding of the people that matter to your brand?

1. How to use social data
to build your marketing strategy?

2. Facebook Business Model and data intelligence

3. BUSINESS MODEL
Interests based Targeting possibilities
for Agencies and Brands
Declarative Information &
Location
Age, family, studies, job
Activity on Facebook Apps
and Services
Page Likes, Post Likes,
comment, shares, Post clicks
Other Online Activity
Websites you visit
News you read

4. What if you could use Facebook as a Audience Profiling tool
& Get a full understanding of the people that matter to your brand?

5. MARKET RESEARCH 3.0 Fast
Localised
Interests
…
Thousands of
criteria
available
AGE GENDER GEO-LOCALISATION
RELATIONSHIP STATUS
EDUCATION
SOCIO-DEMOGRAPHICS
FAMILY STATUS
INDUSTRIES
TV Channel
Newspapers
Radio Channels
MEDIA PREFERENCES
Magazines
Social Networks
Digital Activities 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
JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE ALCOHOLIC DRINK
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING E-COMMERCE

6. JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE ALCOHOLIC DRINK
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING E-COMMERCE
JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE ALCOHOLIC DRINK
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING E-COMMERCE
MORE
Customizable
JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE ALCOHOLIC DRINK
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING E-COMMERCE
PERSONA360°

7. Partnerships
A marketing persona is a composite sketch of a key
segment of your audience. For all marketing purposes,
you need personas to help you deliver a marketing
strategy that will be most relevant to your audience.
JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETING
SALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
Actionable
Persona based Marketing
Content
Strategy
Positioning
Product
Offers
Media Mix
Choices
Brand
Strategy
ACQUISATION
AWARENESS
Data-Driven
Marketing
ENGAGEMENT

8. How does it work?

9. Your Customers Your Website Visitors
Your Social Media
Audience
Your Own Audience
Define the people that matter to your brand?
Demographics Location
Interests or Behaviours
Email addresses
Phone #
All pages
Specific pages
Your Facebook fans
Your target
Your competitors

10. Target Audience What are the overrepresented and underrepresented criteria
in my audience compared to reference audience?
Reference Audience
versus
JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE ALCOHOLIC DRINK
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING E-COMMERCE
1
Deliverables Process
Comparison 2Collection
3

11. Case Studies
A world of Opportunities…

13. Content
Marketing
Media
Planning

14. Heavy UsersLight Users
Decrease CPR
by 30 %
200% more
Engagement
Results
• Generate more
Engagement on
Social Networks
• Understand
similarities and
differences among
customers segments
• Create new content
for customer
segments
SolutionChallenge
6 Segments were
created based on
their consumption
Social Media Usage
Using E-mails or
Phone Numbers
CA
1
CA
2
CA
3
CA
4
CA
5
CA
6
Content Adaptation based on the
motivations and interests of each
segment.
Retargeting with tailored content
All marketing
purposes
Next Steps

15. Brand
Strategy
PITCHES
Media
Planning

16. Data-driven media
decisions
Exclusive Insights
about brands’ target
groups
JOHN DOESEARCH FREE TRIAL
15
?
2
PEUGEOT
AUTOMATIC
CUSTOM #1
CUSTOM #2
NEW PERSONA
SEE DETAILS
TARGET AUDIENCE
1 10 000 persons
REFERENCE AUDIENCE
30 900 000 persons
TOP SHOPPING
DEVICE
MOBILE
64%
% TARGET
Clothes 82% 43%
% REFERENCE
Jewelry 51% 47%
Sunglasses 57% 48%
PREFERED SPORTS
TOP - TV CHANNELS
GOLF - 70%
MOUNTAIN BIKE - 60%
SKI - 55%
BROWSER
CHROME
76%
OS MOBILE
ANDROID
80%
OS DESKTOP
WINDOWS 10
71%
MENU VIEW MODE EDIT MODE
GENDER
MAN WOMAN
82%
SOCIO-DEMOGRAPHICS
HOBBIES & ACTIVITIES MEDIA PREFERENCESTECHNOLOGY
ARTS
BRAND AFFINITIES
AGE REPARTITION
RELATIONSHIP
LIVING IN
WORKING IN
18 > 24 = 16%
25 > 34 = 14%
35 > 44 = 19%
45 > 54 = 19%
55 > 64 = 14%
65+ = 12%
01
MARSEILLE02
LYON03
LILLE04
PARIS
65%MARRIED
EDUCATION
62%BACHELOR
MARKETING
SALES
ENTREPRENEUR
TRAVEL
OUTDOOR RECREATION
BEACH
MOUTAIN
CRUISE
BARBECUE
PETS
TOP - SOCIAL NETWORKS
TOP - NEWSPAPERS
FLOP - TV CHANNELS
TOP - MAGAZINES
PRODUCTS
LE PARISIEN
24%
PARIS MATCH
28%
AUTOMOTIVE
AUTOMOTIVE
SOFT DRINK
ALCOHOLIC DRINK
CLOTHINGS
ELECTRONICS
GRAZIA
21%
TÉLÉ LOISIRS
16%
LE MONDE
17%
FIGARO
18%
L’OBSERVATEUR
10%
SERVICES
BANKING
LODGING
TRANSPORT
E-COMMERCE
MUSIC
GAMES
Notes:
Crafted with by Social-Karma
CAMPING FISHING
DOGS BIRDS CATS
Insights inform the
strategy and creative
process
Prepare
pitches &
create persona
in less than
one day
Cost decreased
significantly
Save hours
on creation
persona, pitch &
market studies
every week
Became
reseller
• Create innovative &
stronger pitches
• Less gut feeling for
media planning
• Improve content
Strategy
• Optimise budget
spent
Challenge ResultsSolution
Used worldwide by Ogilvy

17. Brand
Strategy
Positioning
Content
Marketing

18. Time saving
Understandi
ng of brand
position in
Belgium
Creating new
acquisition
strategies
Strong
competitor
analysis
Adjust &
enrich persona
adjusted for
Belgium
Compare every brand in
similar way with different
studies
Example: Beefeater
1. Who are the Gin lovers ?
2. Beefeater Lover?
3. Persona Beefeater
Cross comparison
between different studies
and understand the
Belgian market
Analysis of the 5 different brands
Understand audiences
preferences on festivals,
nightclubs, restaurants
and other possible places
of consumption
Challenge ResultsSolution
• Information from HQ,
but Belgium is not the
same: Check,
Compare, Adjust
• Understand
Competitors
• Improve Acquisition
Strategy
Full marketing analysis
Negotiations
Western Europe

19. Thank You for your attention !
Any questions ?
jun@social-karma.eu
+32 493 31 17 38
francois@social-karma.eu
+32 474 899 007