How to Find Your Audience on Social Media
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The document discusses strategies for identifying and engaging target audiences on social media using social data insights. It highlights the 2017 state of social media, emphasizing the growth of active users and the disparities between company presence and consumer activity on various platforms. Additionally, it introduces Tracx, a deep listening platform designed to enhance understanding of social interactions and improve business outcomes in the social economy.
How to Find Your Audience on Social Media
- 1. How to Find Your Audience on Social Media Using Social Data to Determine Your Ideal Social Media Mix
- 2. Agenda 1. 2017 State of Social 2. The Great Divide 3. Social Network Snapshots 4. Industry Audience Breakdowns 5. Do you hear what we hear?
- 3. What is Tracx? Tracx is the only deep listening platform that helps uncover insights, build relationships, and drive revenue in the social economy. #SocialMix | Intro
- 4. Who are we? Robyn Showers Director of Content & Social Media, Tracx Jenifer Kern Chief Marketing Officer, Tracx #SocialMix | Intro
- 5. 2017 State of Social #SocialMix | State of Social
- 6. There are a lot of people on social media. 2.79 billion active social media users 74% of the world’s internet users +21% growth since last year Worldwide as of Jan 2017, We Are Social
- 7. And they have a lot to say. #SocialMix | State of Social IN A SOCIAL MEDIA MINUTE… • 1,300 blog posts • 56,000 Instagram posts • 360,000 tweets • 1.7 million Facebook posts • 2 million YouTube video views
- 8. But they’re not all talking on every platform. Source: Pew One Site Two Sites Three Sites Four Sites Five Sites % OF INTERNET USERS WHO USE THE FOLLOWING NUMBER OF SOCIAL NETWORKING SITES 28% 24% 16% 8% 4% Many people are only active on one or two networks.
- 9. Besides Facebook, social media usage is scattered and diverse. Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook % of Twitter users who… -- 65% 48% 54% 93% % of Instagram users who… 49% -- 54% 48% 95% % of Pinterest users who… 38% 57% -- 41% 92% % of LinkedIn users who… 45% 53% 43% -- 89% #SocialMix | State of Social
- 10. The Great Divide #SocialMix | The Great Divide
- 11. There’s a mismatch between companies and consumers. Social Media Network % Companies Using Network 1 Facebook 96% 2 Twitter 71% 3 YouTube 61% 4 LinkedIn 60% 5 Instagram 55% 6 Google + 47% 7 Pinterest 34% 8 Reddit 7% 9 Tumblr 14% 10 Flickr 12% Sources: Clutch, WeAreSocial Where Companies Are
- 12. There’s a mismatch between companies and consumers. Social Media Network % Companies Using Network 1 Facebook 96% 2 Twitter 71% 3 YouTube 61% 4 LinkedIn 60% 5 Instagram 55% 6 Google + 47% 7 Pinterest 34% 8 Reddit 7% 9 Tumblr 14% 10 Flickr 12% Sources: Clutch, WeAreSocial Where Companies Are Social Media Network Avg. Unique Monthly Users 1 Facebook 1.87 billion 2 YouTube 1 billion 3 Instagram 600 million 4 Tumblr 550 million 5 Twitter 317 million 6 Sina Weibo 297 million 7 Pinterest 150 million 8 LinkedIn 106 million 9 VKontakte 90 million 10 Reddit 85 million Where Consumers Are
- 13. Social Network Snapshots #SocialMix | Social Network Snapshots
- 14. Facebook • Most popular social network by a landslide • Leans slightly more female • Best place to reach Gen X & older millennials • Highest engagement Top Challenge: Volume of Data #SocialMix | Social Network Snapshots
- 15. YouTube • Second most-popular network • Better than TV • Male-friendly • Great for how-to content • Search + social Top Challenge: Video Production #SocialMix | Social Network Snapshots
- 16. Instagram • Fastest-growing social network • Master of mobile • Female friendly • Millennials & teens • Uptick in rural users • Brand-friendly Top Challenge: Influencer Marketing #SocialMix | Social Network Snapshots
- 17. Twitter • Easy to monitor • Social media power users • Male-dominated • Low engagement Top Challenge: Brand over-reliance #SocialMix | Social Network Snapshots
- 18. Pinterest • Girl power • Fashion, food, and inspiration • Ecommerce • Evergreen, search alternative Top Challenge: Identifying trends #SocialMix | Social Network Snapshots
- 19. LinkedIn • More popular than Twitter • Well-educated & high-income • Males more active than females • Less likely to use other social networks • Reach 30+ crowd Top Challenge: Utilizing groups and influencers #SocialMix | Social Network Snapshots
- 20. Reddit • Young & male • Quick & knowledgeable feedback • Quirky, niche audiences • Market research • Casual, conversational Top Challenge: Pinpointing relevant conversations #SocialMix | Social Network Snapshots
- 21. Industry Audience Breakdowns #SocialMix | Industry Breakdowns
- 22. Gaming Top 10 Networks 1. Instagram 2. Twitter 3. YouTube 4. Forum 5. Reddit 6. Google+ 7. Blog 8. Facebook Page 9. Vkontakte 10.Retail #SocialMix | Industry Breakdowns
- 23. Banking & Finance Top 10 Networks 1. Twitter 2. Blog 3. News 4. Facebook 5. Instagram 6. Retail 7. Google+ 8. YouTube 9. Forum 10.Flickr #SocialMix | Industry Breakdowns
- 24. Film & Media Top 10 Networks 1. Instagram 2. Twitter 3. Facebook 4. YouTube 5. Blog 6. Google+ 7. Forum 8. Reddit 9. News 10.Flickr #SocialMix | Industry Breakdowns
- 25. Consumer Packaged Goods Top 10 Networks 1. Twitter 2. Instagram 3. Facebook 4. Blog 5. News 6. YouTube 7. Google+ 8. Forum 9. Retail 10.Reddit #SocialMix | Industry Breakdowns
- 26. Retail Top 10 Networks 1. Twitter 2. Instagram 3. Facebook 4. Flickr 5. Forum 6. Blog 7. YouTube 8. Reddit 9. Google+ 10.Retail #SocialMix | Industry Breakdowns
- 27. Are you missing the big picture? #SocialMix
- 28. Eliminate blind spots with Tracx. Complete owned, earned and paid 14 major social networks covered 300 M+ blogs, news, forums & review sites Access to the full conversation #SocialMix 2x better coverage than the leading competitor
- 29. Don’t be sunk by what you can’t see. #SocialMix
- 30. See more with Tracx. Get a customized social benchmark report today: • Share of Voice • Audience Demographics & Network Breakdown • Engagement, Reach & Interactions • Influencer Impact Score • Conversation Drivers • GeoHeat Map • Image Analytics Tweet at @Tracx: #ShowMeTheData