“Hey, pay attention to us! No…wait, you’re not buying our product. Um…how about YOU?”
Does this confusion remind you a bit of seeking out your audience on social? It’s tricky. Location, gender, favorite network, hottest hashtag, other hobbies, following your competitors — what’s the magic formula for your ideal fan?
Here are five, must-use analyses that will get you moving in the right direction quickly.Well, you know what all we Data Geeks from Dataville are going to say: Bust out the analysis! If you’ve been doing any social media marketing you have data to work with and can sort through it for audience-defining gems of all kinds.
Twitter Profile Keyword Analysis
Why: There are already people following you. What are they into? They’ll let you know with their Twitter bios. You get demographic data like hometown, career (#techpreneur), hobbies, alma mater, gender, values (#Belieber), and more.
Your job is to look for patterns. And, whittle your findings down to a list of words that appear most often in people who take the actions you seek: click through to your website, download your content, retweet your posts, mention you in their posts, and (ftw!) buy your product.
How To: You can download information about your followers from Twitter into Excel and find sort, organize, and tally up words. Create a list of the most common words in your existing followers’ bios. Then, see if you can connect certain words with people who engage more, like those most likely to reply, retweet or mention you.
This chart from the Simply Measured Twitter Audience Analysis shows the most common keywords in Twitter bios of followers for a brand.
Competitors’ Followers’ Keywords
Why: You want people to buy your product, not your competitors’.
Ideally, you’ll discover a segment you didn’t know you should be targeting. For example, maybe you’re a yoga studio owner and you find that a studio near you offers acupuncture and a lot of their followers are responding to deals they’re posting, or they list “acupuncture” in their bio.
Maybe you can offer some alternative medical treatments in your space, as well, or team up with a local practitioner as a co-marketer.
How To: The key here is to take an organized approach to each competitor’s followers. Look at their most engaged and active followers to start. How do their bios keywords, attitude and interests compare to yours?
Look, especially, for variations on the theme, such as an age group or geographic location you could target with special promotions or paid ads. Try to do this analysis at least once a month so you’re keeping an eye on the scene and what’s changed.
This chart comparing audience size over time for eight different brands is from the Simply Measured Twitter Competitive Analysis.
Your Most Active Followers
Why: Some people decided to follow your brand then took a really long nap…never to appear on Twitter again. Don’t despair!
You can use the data provided by Twitter to find out which of your followers is wide awake and actively engaged with your brand. These people are way more likely to enjoy any promotions you send out, share you content, and grow your following.
This Audience Distribution chart tells you what percent of your audience is most actively engaged on Twitter.
How To: Sort through your follower data by “Date of Last Tweet.” Study these followers’ other qualities and look for similarities – hashtags they most often use, when they’re most active, what time zones they are in, if they’re saying positive or negative things about your brand, or whatever else you would like to know.
Also, sort these folks by the size of their audience and pay extra attention to those with the biggest following. These are your most high-impact fans.
Who Is Mentioning You?
Why: Keyword analysis of people’s interests helps you find unexpected connections between your brand and other hobbies or interests. But, what about people who are straight up talking about YOU?
Scour Twitter, Facebook, and Instagram for mentions of your brand and, again, pay attention to these folks – social habits, demographics, friend groups you could reach out to, and more.
How To: Gather up mention data from Twitter, Facebook, and Instagram. Organize it and dig through it in Excel. You can do many different analyses. Look for any of the following:
- Positive or negative sentiment
- Other companies mentioned
- Most common product mentions
- Hashtags associated with your brand
- Celebrity or influencer mentions
- Cross-network sharing
For example, when looking at brand followers on Twitter, we discovered a wacky and wonderful connection between Starbucks and H&M fans. Sure, it makes sense that skinny latte lovers also love skinny jeans, but it’s reassuring to see data confirm the cross-over.
Our “1 Million Twitter Users” study showed that 16% of H&M’s followers also follow Starbucks (and vice versa). Less surprisingly, 26% of Burberry’s followers also follow Louis Vuitton (and vice versa).
Define Your Social Personas
Why: Any time you collect information about your audience, it can help you define, or redefine, your customer personas. When your marketing moves at the speed of social, you may be catching fire with a new group and only regular check-ins will keep you aware of that.
How To: For every marketing persona, try to fill in the following qualities, depending on what matters to your brand and product sales: age range, job, income range, interests, pain point you address, location, relationship status, and education.
Then, take that information and list out this person’s goals and challenges, and values and fears. Finally, create a marketing message for him or her and a succinct elevator pitch.
Keep all of this information handy for your social team, and possibly your entire marketing team. Having everyone on board with who you’re trying to target and what you’re trying to tell them multiplies your marketing impact.
Audience Analysis for All!
What work have you done in the past to define your audience? Any nuggets of wisdom you would like to share? A lot depends on the data you can get from each network, but the real key is checking in regularly so you catch opportunities as they come.
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