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Three ways brands can bolster their social campaigns (Part 1)

  • Jed Mole

    Jed Mole

Created at February 16th, 2015

Three ways brands can bolster their social campaigns (Part 1)

When it comes to social media, the value of Facebook and Twitter advertising need little introduction.

Whether you’re running brand or direct response campaigns, trying to reach new audiences or re-engaging existing customers, both platforms provide the opportunity to apply data-driven insights to advertising. However, with such a range of techniques and tools available, media planners and buyers need to carefully assess which platform will work best to help brands connect with their customers.

1.     Refine your targeting using native data

Using data that has been generated by an individual’s social media profile or behaviour can greatly enhance the effectiveness of an ad campaign. For instance, with Facebook’s ‘core audiences’ you can target by interest, demographic, behaviour and location:

Interests – reach people who have expressed interest in or have ‘liked’ pages related to a wide range of indicators (e.g. food and drink, sports and outdoor pursuits.)

Demographic – reach people who fall within a particular age group (e.g. 18-25) or gender.  Limited targeting around education, work and relationships.

Behaviour – reach people based on purchase behaviours and intents or device usage. If you were creating an audience interested in films who use iPhones, behaviour would be a key part when creating your target audience.

Location – Reach people who live in a specific country or city.

Twitter’s range of demographic data is currently narrower – advertisers are restricted to targeting by keyword, followers and basic interests as well as by TV station/genre – reaching users engaged with all shows airing on a specific channel while a campaign is active.

2.     Personalise your approach using 1st party CRM data

If your clients have easy access to their offline customer or prospect databases, connecting those audiences into the native data that already resides in Facebook and Twitter presents an immediate source of value. Facebook’s Custom Audiences and Twitter’s Tailored Audiences allow the targeting of past purchasers, high value customers and loyal members with highly personalised, relevant ads. This makes them great tools for reaching valued consumers with timely content.

Both platforms allow CRM matching by:

  •  email,
  • mobile number,
  • Facebook/Twitter user ID
  • mobile advertiser ID.

This tool also allows advertisers to retarget users based on specific actions that they may have taken on a brand’s website (e.g. viewing specific pages, or making a purchase).

Finally, lookalike audiences can easily be created if you need to reach people who exhibit similar characteristics to the existing CRM segments you have imported via Custom or Tailored Audiences. These ‘lookalikes’ are based on all of the native data that is locked inside the respective platforms – interests, likes, followers, connections etc.

3. Enhance your social audience using Acxiom data

Beyond the basic application of native targeting alongside a client’s CRM data, online data can also be combined with verified “offline” data to supercharge your targeting capabilities. Marketers are frequently already using this data in other channels to reach target audiences, now they can extend this to social.

Facebook’s Partner Categories leverage insight beyond social network personas or first party data. These are targetable audiences, using data collected by Acxiom (demographics, loyalty cards, transactions, surveys and official sources) so that advertisers can build a clearer targeting picture – using not just information expressly stated on Facebook, but also on the products they might purchase outside of social media.

Automotive – reach people who are in market to buy a new car or who are more likely to buy a specific model of vehicle.

Financial – reach people within a specific income band or who are more likely to have high levels of investment activity.

Property – reach people who have recently moved or who live in large, detached houses.

Technology – reach people who like to indulge in gadgets or who have a high spend on consumer electronics.

Retail – reach people who spend significantly above average on their weekly supermarket shop or who are more likely to buy online than instore.

Travel – reach people who prefer to go on holiday in Europe and have an interest in cultural pursuits.

These audiences are also available to target as Behaviours within Twitter to help boost consumer engagement (follows, re-tweets, replies) and make your campaigns effective across all social platforms.

If you want to learn more about Facebook and Twitter advertising using Acxiom data please get in touch: email today.

Paul Hatley – Data Strategy Expert, Acxiom