BarnRaisers Social Media Listening and Audience Profiling
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Social Media Listening and Online Audience Profiling
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You don't have to leap into social media to listen. Online audience profiling and social media listening is real time, research that reveals actionable insights to guide customer relationships, marketing initiatives and business strategy
Transcript of BarnRaisers Social Media Listening and Audience Profiling
Social Media Listening and Online Audience Profiling
You don’t have to leap into social media to listen
• Gain a deep understanding of your target’s attitudes and behaviors
• Explore data and dialogue that reveal feelings and perceptions in real time
• Discover actionable insights that guide:– Business Strategy– Marketing– Messaging– Sales and Profitability
Internet and social media listening process
SegmentationTracking,
Monitoring,Analytics
Applied Listening
Subject Matter Expert
- What is the audience searching? - Where do they go for information? - Who has profiles worth following?
- Who has the greatest value?- Participants- Influencers- Advocates- Why? What are segments sizes? Where are they?
- What do they want to know? - When do they decide?- How are they influenced? - Who do they trust?
- KPI’s (Key Performance Indicators - Actionable Dashboards - Monthly reporting to keep strategy on track
Trends and Profiling
The person who does
the analysis and insights
Month #1 Month #2 Month #3 On-going
Examples of reporting, insights and results
Stage #1: Trends and ProfilingFor a major manufacturer of pajamas, internet search showed what’s
hot, what’s not and when interest peaks. It guided all marketing.
Stage #2: Segmentation
Spasm Spammer: Generates automated content on muscle spasms; has 7 followers
Influencer: Pediatrician in Israel with a large following; a credible voice
For a healthcare company with a treatment for infant spasms, influencers were segmented from spammers
Stage #3: Applied ListeningFor a food product, advocate recipe bloggers were found; and a
blogger relations program was created that catapulted sales
Example of KPI dashboard for CPG company that guides decision making
• Former Omnicom EVP/Chief Strategy Officer
• President, BarnRaisers, digital marketing company using proven relationship principles and ROI
• MBA Faculty at Rutgers CMD and University of California; teaches Social Media and Internet Audience Profiling
• Author, 166 Case Studies Prove Social Media ROI, downloaded 95,000+ times, and Strategic Digital Marketing (co-author)
Proven digital marketing expert does the work
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Rob Petersen
Ready to start listening? Contact:
Rob PetersenPresidentBarnRaisers5 River Road, Suite 205Wilton, CT 06897P 203.594.1701C [email protected]://barnraisersllc.com
