Social data yields important audience insights.
Can what you "like" on Facebook reveal your personality? A team of Cambridge researchers attempted to answer that question in their paper entitled "Private traits and attributes are predictable from digital records of human behavior," and they found that race (African American vs. Caucasian), religion (Christianity vs. Islam), gender, and political views could reveal your personality with 82 percent to 95 percent reliability.
But why? When people choose to "like" something - or choose to pass on "liking" something - they consciously or subconsciously consider their own personal brand. In other words, when you "like" travel-, hiking-, or snowboarding-related pages, you do so because it is "on-brand" and reveals a bit about you. Now imagine for a moment looking at this data across a pool of people (perhaps those who have "liked" your Facebook page) to create a visual map of who your fans really are. How about taking the process one step further by performing an analysis to get a set of personas - distinct personalities of people who associate themselves with your brand. Well, it is possible and the results can be magical in both validating traditional personas that may already exist, and/or uncovering surprising new consumer segments you never knew existed before.
How? By leveraging the power of the community.
It starts with the data, but requires a commitment to analyze and act on that data. Today's leading brands generally find themselves well-positioned to collect the enormous data and insights available via their social communities. More often than not Facebook Connect, social sign-in, or multiple applications that include an app acceptance process to gain access to special content, contests, or coupons have been implemented. While these initiatives often provide great value to the community and keep them engaged, they also enable the brand to ask for and gain access to critical insights about the individual, including location, interests/likes, birthday, and more during the authentication process. With trusted brands that provide value and transparency to the consumer, app acceptance rates, and therefore access to this data, can range from the 50 percent to 80 percent range.
The next step is to analyze the data. No easy task, as unstructured data such as interests can be a bear to process and should generally be left to specialists who have built solutions that can provide compelling ways to best present that data such as visual maps around affinities. Once affinities that leverage likes and interests are understood, a deeper analysis can be conducted to understand what makes them different. Traditional or proprietary clustering algorithms may be used to detect distinct segments across the fan base that can then be compared and contrasted to a brand's existing segments. Once defined, these insights can then be used to inform, craft, and/or refine the brand's digital marketing strategy and tactics. Common uses include:
Measurement and analysis is a growing yet still very much immature aspect of social media - but it is rising in importance quickly. In fact, in a recent report by Forrester analysts Nate Elliott and Zach Hofer-Shall, the duo predict that measurement will emerge as its own category of social technology over the next two years. Why? According to Elliott and Hofer-Shall it's "because savvy marketers will demand social measurement tools that demonstrate how their social programs are creating marketing and business success."
Leveraging social data to find new consumer segments creates exciting new opportunities for brands (for more information, check out my blog). However, supporting those segments with the right content partnerships and sponsorships to create engaging content is critical to growing and nurturing those segments. In the end, that is where brands can create real marketing and business success over the long term.
Image on home page via Shutterstock.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Michael Della Penna is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael was the senior vice president of Emerging Channels at Responsys. His responsibilities included spearheading the overall strategic direction, partnerships, and solution offering across key emerging channels including social, mobile, and display for the company. Prior to Responsys, Michael founded SuiteDialog and Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social web. Conversa Marketing, was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.