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Social data for media planning (III): how to reach a specific audience and measure performance

Sep 20, 2018 10:53:29 AM

This week we finish our series of posts about how to use social data to enrich media strategies. Today we address the last two phases of a campaign: the carrying out of the campaign itself (to reach a specific audience) and the post-campaign analysis.

In our last article we dealt with the identification of the media that an audience or specific segment had most affinity with and most consumed. Today we focus on the optimal segmentation to impact the target audience thanks to the use of social data.

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How to reach a specific audience?

Thanks to audience intelligence platforms and their insights extracted from social data it's possible to segment and direct our content in paid media to the specific audiences that make up our target audience.

For example, by developing a well-informed Twitter marketing strategy, it is possible to direct your investment at your specific target audience, by either using platforms for Twitter marketing or directly through the Twitter Ads service. Thanks to personalized audiences you can reach the individuals that really interest you.

Audiense Insights - Create audience with segment members

While not all social platforms offer the ability to segment and direct campaigns to previously identified users, social data is a key weapon to optimize the reach and impact of campaigns. For example, on platforms such as Facebook or Instagram, the most efficient segmentation criteria can be introduced. This is a direct segmentation of the audience from which the insights have been compiled. By having very precise intelligence about the target audience, including information about the interests of that audience, the efficiency of impacting those specific groups is significantly increased.

Audiense Insights - Instagram Ads - Targeting - Attributes

Interests Audiense Insights

You can use unique interests to target similar audiences in Facebook, Instagram and other media platforms

The main benefit of this is that social data allows us to define and identify specific target audiences, not figuratively, but rather it identifies the individual users that make up that group and to whom the campaigns are to be directed.

In addition to the audiences that can be defined by social data, as we talked about a few weeks ago, the social ecosystem and social marketing platforms also allow us, for example, to create workflows that identify and add to personalized audiences those individuals that interact with a brand or campaign in a specific way: by sharing campaign content, by mentioning the brand, the product or any key term that is of interest, or initiating a relationship with certain users (if they begin to follow the competition or their own brand, etc.)

And how is the success of the media plan measured?

Thanks to social data the performance of the media plan can be assessed in different ways and dimensions. Let's see some examples:

  • You can evaluate different KPIs such as the CPC for paid media on different social platforms, the engagement with campaign content, etc.
  • Although we have mentioned on numerous occasions that the size of a community is not important, it is true that an increase in the number of followers is related to greater reach.
  • An audience validation can be carried out that allows us to know if the audience impacted by the campaign really corresponds to the audience that initially formed the target audience or if it has reached other groups that may be of interest.
  • Analyze the trends of overall business growth in the previous period vs. the approach of media strategies focused on audiences.

As you can see, with this last article we've finished the cycle about how media strategies can be optimized using social data and insights about audiences extracted from that data.

A platform like Audiense can be the key to gain the audience intelligence that your business needs. Request your demo today and discover what consumer insights can do for your media strategy!

Photo by Brandon Mowinkel on Unsplash.

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