Find Your Target Market’s Social Demographic

Social Media Demographic Behavior

What’s Your Target’s Social Media Demographic?

Before completing your social media marketing strategy, make sure you have researched “Who?” your audience is, “What?” their social behavior consists of, and “Where?” they’re hanging out on the web.

Today’s economy forces companies to stretch their marketing dollars as far as they can. Adding a social media marketing plan to the mix allows companies to create greater awareness, increase lead generation, and increase sales in an economical manner. To get the best results though, it’s vital that you research the “who?”, “what?” and “where?” of your target market’s social behavior. If you don’t answer these questions now, your social media marketing efforts will be like a bird flying against the wind.

A quick snap shot of some social media demographics compiled from Pew Research’s latest report includes:

Gender: 9% more women use social channels than men. Pinterest is the most used channel by women and Google+ is preferred by men.

Age: While the 18-29 year olds continue to be the most active social users (83%), their usage actually dropped slightly recently. This age group spends much of their time on Facebook and Twitter. The 30-49 age group has recently increased usage by 4% points growing to 77%. As expected, senior citizens are the least social at 52%.

Income: Income level also influences the level of time spent on social channels. Pew found 72% of the lower-income population on social networks compared to approximately 65% of middle class and affluent shoppers. Women with post high school education and above average incomes enjoy spending time on Pinterest.

Race: Brands that are marketing to the Hispanic population will be interested to know that this is the most active race on social media (72%), followed by African-Americans (68%). Instagram is the most appealing social channel for these two races.

Pew Research and Docstoc created the infographic below to make your decision(s) easier. For more information on social media demographics, check out Entrepreneur’s infographic here.

How have you used demographics in your social media marketing strategy? Share your experiences below in the comment/reply box, we’d love to hear your thoughts!

Which Demographics Use What Social Media?

Which Demographics Use What Social Media?

3 Ways to Measure the Success of A Social Media Strategy

Last week’s post, You’re Invited to a Social Media Party, compared creating a social media strategy to hosting a party. As a follow-up this week, we’ll talk about how to measure the success of your social strategy by again comparing it with a successful party.  It’s very important to determine if your strategy helped to reach your audience, share valuable information with them, and entertain them with engaging content.

  1. What does a successful social media campaign look like to you?

    What does a successful social media campaign look like to you?

    Our family’s celebration over the weekend was a huge success! Our families are so big that before we knew it, our kitchen was full of laughter and every inch of our deck was occupied. There were approximately 100 of our invited guests scattered inside and outside our home. At your virtual party, you invited many industry peers, partners or potential clients as your guests. Measure how many of your honored guests followed you in return, or “attended your social media party. “ Monitor the number of social shares, retweets and likes to measure how many guests came to the party through your social channels, and which social channel(s) brought the most guests. TIP:  If you haven’t already done so, remember to invite your email community by adding buttons on your email signature and your offline community with social channel graphics on print materials.

  2. The food served at our party was a big hit too with only a few morsels remaining as leftovers. The large variety of dishes to choose from allowed every guest to find their favorite and gobble up their plates. Yet there were still favorite dishes among all of the guests, mainly the fried chicken and mac-n-cheese, versus the baked beans which were only eaten by a few. Measure how much of your social party menu was taken in by monitoring traffic on your blog, retweets, likes, shares, comments and replies to your posts. Find which content was the most popular with your audience and which content, if any, was passed over like the baked beans. If your information menu was a huge success, you may have found it overwhelming to keep up with the level of engagement. Try one of the online management tools to assist in monitoring, replying, measuring and conversing with your community. Two of my favorites are talked about in, My Social Media BFFs.
  3. I typically refrain from traditional decorations preferring to use a little creativity with a multi-purpose approach instead. In addition to streamers, some of our decorations were cupcake tiers, white chocolate chip stuffed raspberries in martini glasses and a photo board to create a festive atmosphere. Surprisingly though, the most talked about “decoration” was our redecorated kitchen that was completed the day before the party. This is a great lesson for content marketers: As professionals, we may favor one piece of content, but our social media community may favor another. This is why it’s important to create content in many different formats to engage and entertain our audience. The kitchen was the starting point of many conversations (engagement) while also being aesthetically pleasing. Our guests not only shared their approval with me and my husband, but I overheard them discussing the subject with each other. This is the same as your social community sharing and discussing your company’s content via social channels. Use metrics to determine which format your audience prefers to consume their content, i.e., infographics, video, case study, etc. Another key take away is to create content for multiple purposes. Yes the raspberries looked very classy in the martini glasses, but they also served as a delicious appetizer. Even the kitchen, though it looked beautiful, obviously doubled as the hub for the meal preparation. This is the same as repurposing content in a social media strategy. For example, a case study highlights how you provided a solution for another company, but the statistics within the case study can also be repurposed as an infographic.

One thing is for sure, the more you invest in your social community relationships, the better you will understand which channels your audience hangs out in most, what content they enjoy most and in which format they consume it most.

Are you having fun with your social communties?

Are you having fun with your social communties?

Remember the goal of a social media strategy is to be social – so be creative, converse often, and have fun with your communities.

How successful was your social media party? Share your experiences with us in the comments section below.

You’re Invited to a Social Media Party!

You're Invited to My Social Media Party!

Our family is preparing for a double celebration this weekend: a milestone birthday for my husband and our daughter’s graduation from college. While managing this exciting event, it occurred to me that there are several similarities in a creating a social media strategy and hosting a party.

1. When planning a party, one of the first responsibilities of the host is to create a guest list and send out invitations. With a social media strategy, it’s also necessary to invite people to your virtual social gathering – this is how you build your community.

    • Begin growing your Twitter following by searching for other users that are in your industry or target audience. Look at your search results to determine which of these users are passing along information that is valuable to you and invite them to your party by following them.  You also want to find users that would fall into your target audience so that you can offer party bags filled with your brand’s thought leadership.
    • Invite your social friends on all channels to “Like” your company’s Facebook page. Since this channel prefers visual content, be sure to entertain your guests with plenty of images, graphs, infographics etc. while telling your brand’s story.
    • Create a company page on LinkedIn and invite your connections to follow – it’s like hosting a virtual open house for your business. Send invitations to connect to your personal profile to existing colleagues, classmates, past employers, etc. to begin growing your professional network. To keep your network interested, share your industry’s latest trends and news in status updates. Extend your “guest list” by joining LinkedIn groups that are related to area of expertise.

2. Next, as the host, you must create a menu to feed guests. In your social media strategy, you’ll develop a plan that gives your community nutritious “Food For Thought.” The information shared on social networks should educate, entertain or inform your audience – it’s like serving a piece of birthday cake to each of your guests. At some parties, guests will bring a dish to pass. In the social world, you can participate in this tradition by sharing information posted by someone you follow. If you’ve read a post or clicked on a link that one of your social buddies has posted and liked it, chances are that your followers will also find it interesting – so share it with them.

3. The final step in preparing for a party, and my personal favorite, is choosing the decorations and entertainment. Depending on what you’re celebrating, there may be balloons, streamers, music, magicians, you get the idea. The original content that you create for your brand will serve as the decorations and entertainment for your social parties. Original content can consist of images, infographics, white papers, e-books, case studies or any other company materials that tell your brand story. This is my favorite step because it’s where you can be the most creative. Experiment with new ideas to pass along great information in a fun and engaging way to keep your guests talking.

Come To My Social Media Party!

You’re Invited To My Social Media Party!

The benefit of a social media party is that it can be held on multiple channels, unlike traditional parties that are confined to one venue.  You’re invited to my party!

Where:

  • The World Wide Web

Address:

When:

  • Every day!

Time:

  • All day!

What steps have you taken to plan your social media party? Have you sent out the invitations, planned the menu and choose the decorations? Share your experiences in the comments section below.

8 Tips to Ensure Your Next Social Media Marketing Campaign Gets Results

Social Media Marketing

How Strong is your Social Media Marketing Foundation?

Is your social media campaign built on a firm foundation?

A strong foundation is the key to success for any program, and a social media marketing campaign is no exception. Prevent your next campaign from collapsing and get the best results by taking the time to prepare a solid building plan that includes the following tips:

  1. Establish one goal for the social campaign. Every campaign should have a measurable goal that your company strives to accomplish through the social media campaign such as increasing customer relationship management, building brand awareness, lead generation, etc. Attempting to achieve several goals in a single campaign will cause confusion. For best results, focus on one goal for each campaign. Click here to learn how to align your social media strategy with your company’s objectives.
  2. Get to know your brand’s audience. Find out which social networks your target market prefers to hang out and build a community on the same channel(s).  Next, listen to what your audience is talking about, find their pain points and determine how your company will provide solutions.
  3. Analyze your internal environment. If you haven’t already done so, now is the time to define your company’s culture. In addition, take a good look at the success or failure of past social campaigns efforts, align future campaigns with offline efforts, make sure your company website is up-to-date, and determine budget and staffing needs.
  4. Analyze your company’s external environment. Create a competitive analysis and determine industry benchmarks, market trends and whether outsourcing to an agency would make sense.
  5. Develop a keyword strategy. There are several online analytic tools to discover the keywords and phrases potential customers are using to find your website. This often overlooked step is very important because you will use these keywords on your social profiles and in content marketing materials.
  6. Tell the story of your brand. Everyone loves a great story! Stories that connect with your audience emotionally will find the greatest engagement. Great story starters can begin with your company’s vision or mission.
  7. Create your content. Craft a content marketing strategy and begin to build your library. Use a combination of blogs, graphics, videos, webinars, etc. to entertain, educate and inform your audience.
  8. Repurpose a single piece of content to cross promote on different channels. Click here for great ideas on how to integrate content marketing across all your social media sites.
Social Media Marketing

Go Forth and Socialize!

After taking the time to follow these steps, your social media marketing strategy will be sitting on a strong foundation.  Your brand is now prepared to go forth and socialize! Have fun with your social campaigns, experiment with what works best for your unique business. Assess the campaign and fill in any cracks that you might find along the way. You’re sure to experience positive results and a measurable return on investment of the goals set during the planning phase of the campaign.

How do you reinforce the foundation of your social campaigns? Share your thoughts in the “Comments” section below.

3 Ways To Tie-In Your Company’s Objectives With Social Media

Social Media Marketing

Decision Makers Need ROI From Social Media

Social media continues to gain speed, yet decision makers can be reluctant to jump on the train. Companies large and small have focused on measuring social’s return on investment strictly with increased sales. However, there are other forms of ROI that can be measured with greater ease and offer greater returns. In order to determine the best method of measurement, marketers need to investigate the organization’s objectives.

Social media can be tied in with the following three objectives for any size company:

  1. Core business objectives can be as unique as the company. Common objectives include increased revenue, reduced expenses, and communicating organizational changes.  As a marketer, you’ll detail a social media strategy that supports the company’s objective. Examples can include companies who have successfully reduced customer support costs by setting up one or more social channels to answer customer’s questions.
  2. Marketing objectives are the overall goals of the campaign. Common marketing goals are to build greater awareness of the brand, grow the opt-in data base for future marketing campaigns, drive more traffic to its website and increase conversions, and strengthen customer relations to for increased customer loyalty. Marketers can easily give evidence of how implementing a social media program will achieve these goals with measurable results. Starting a company blog linked from one or more social channels will be the anchor to achieving all of these objectives.
  3. Digital objectives define the goals of all digital efforts, including social media. Common objectives measured in this area are increased sales, increased customers, more satisfied and loyal customers, and increased customer engagement. Marketers typically align the digital goals with the business and marketing objectives for consistency. Subscribing to tools such as Google Analytics allows marketers to measure results with real data, easily create reports, and improve strategies.
Company Objectives

A Social Media Strategy Supports Your Company’s Overall Vision

A presentation highlighting these points will demonstrate to executives how a strong social media strategy will accomplish the unique objectives important to the company. Measurement can be determined by increasing reach, driving more traffic to the company website, driving more traffic to the company store, increasing customer referrals and interaction, and improving real-time customer support. Decision makers now have the evidence needed to see long-term ROI from a strong social media program that supports the company’s Core Business Objectives, the overall Marketing Objectives, and the Digital Objectives.

How do you present a social campaign to executives? Share your thought s with us by leaving a comment below.