In marketing terms:
- your presence in Social Media is about your Brand
- your Social media audience it’s about their interests
Look at it this way: every member of your audience is there for one or more reasons and their reason(s) is/are various aspects of your brand.
From your point of view for a given audience the following taxonomy should be considered:
Why: you are interested in the human side, namely your psychological, sociological and/or anthropological behavior captured in posts: comments (opinions), likes and or direct interaction.
Who: you are interested in followers' characteristics (age, ethnic background, education, occupation, etc.) .
Social Media platforms have 'flavors': FaceBook has a larger base of older users, Pinterest and Instagram have a larger base of female users, etc.
What: you are interested in understanding what are the benefits the followers seek: creative process, inspiration, tips, techniques, engaging with contemporary art, etc.
Where: you are interested in segmentation of your audience.
Segmentation is done by region, country, market size, density.
There are three techniques to be considered, applicable to communication and advertisements.
- Geofencing: a virtual line around a specific location.
As an example: FaceBook / Linkedin uses geofencing: advertisers can set a small radius around a specific address, like an Art Gallery - Gettargeting: similar to the above, but the radius is more general (100 miles?)
- Beaconing: a very small range, best for targeting locations in an Art Gallery
Typical examples: activities they participate in, time spent in Social Media, brand loyalty, frequency of purchase, etc.
Based on these a group of followers can be targeted based on, for instance, past engagement with your page, etc.
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