How to Find Your

Audience on Social MediaUsing Social Data to

Determine Your Ideal Social Media Mix

Agenda1. 2017 State of Social2. The Great Divide3. Social Network Snapshots4. Industry Audience Breakdowns5. Do you hear what we hear?

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

Who are we?

Robyn ShowersDirector of Content & Social Media, Tracx

Jenifer KernChief Marketing Officer,

Tracx

#SocialMix | Intro

2017 State of Social

#SocialMix | State of Social

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

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

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 FOLLOW-ING NUMBER OF SOCIAL NETWORKING SITES

28%24%

16%

8%4%

Many people are only active on one or two networks.

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

The Great Divide

#SocialMix | The Great Divide

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

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 billion2 YouTube 1 billion3 Instagram 600 million4 Tumblr 550 million5 Twitter 317 million6 Sina Weibo 297 million7 Pinterest 150 million8 LinkedIn 106 million9 VKontakte 90 million10 Reddit 85 million

Where Consumers Are

Social Network Snapshots

#SocialMix | Social Network Snapshots

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

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

Instagram• Fastest-growing social network• Master of mobile• Female friendly• Millennials & teens• Uptick in rural users• Brand-friendlyTop Challenge: Influencer Marketing

#SocialMix | Social Network Snapshots

Twitter• Easy to monitor• Social media power users• Male-dominated• Low engagement

Top Challenge: Brand over-reliance

#SocialMix | Social Network Snapshots

Pinterest• Girl power• Fashion, food, and inspiration• Ecommerce• Evergreen, search alternative

Top Challenge: Identifying trends

#SocialMix | Social Network Snapshots

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

Reddit• Young & male• Quick & knowledgeable feedback• Quirky, niche audiences• Market research• Casual, conversational

Top Challenge: Pinpointing relevant conversations

#SocialMix | Social Network Snapshots

Industry Audience Breakdowns

#SocialMix | Industry Breakdowns

GamingTop 10 Networks1. Instagram2. Twitter3. YouTube4. Forum5. Reddit6. Google+7. Blog8. Facebook Page9. Vkontakte10.Retail

#SocialMix | Industry Breakdowns

Banking & FinanceTop 10 Networks1. Twitter2. Blog3. News4. Facebook5. Instagram6. Retail7. Google+8. YouTube9. Forum10.Flickr

#SocialMix | Industry Breakdowns

Film & MediaTop 10 Networks1. Instagram2. Twitter3. Facebook4. YouTube5. Blog6. Google+7. Forum8. Reddit9. News10.Flickr

#SocialMix | Industry Breakdowns

Consumer Packaged Goods

Top 10 Networks1. Twitter2. Instagram3. Facebook4. Blog5. News6. YouTube7. Google+8. Forum9. Retail10.Reddit

#SocialMix | Industry Breakdowns

RetailTop 10 Networks1. Twitter2. Instagram3. Facebook4. Flickr5. Forum6. Blog7. YouTube8. Reddit9. Google+10.Retail

#SocialMix | Industry Breakdowns

Are you missing the big picture?

#SocialMix

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

Don’t be sunk by what you can’t see.

#SocialMix

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

Thanks for listening!

#SocialMix