Using Twitter Follower Analytics to Find Your Target AudiencesMay 11, 2016
Advertising 101: Finding your Audience
My first gig after graduating from college was at DMB&B, a prominent global advertising agency, working as account services manager for P&G.
P&G’s culture and approach to advertising fascinated me. They empowered their brand managers (all young, smart, and competitive) to make decisions. Each brand manager was highly metric, research-focused, and knew every stat about his/her business inside and out. Being a geek, I was impressed.
One of my early roles as a bottom-rung employee was to be the official meeting scribe for executive strategy meetings between P&G and DMB&B. In my first client meeting, a P&G executive rejected my team’s media plan because it didn’t hit the desired audience reach and frequency objectives in his business plan. I quickly learned that there was no room for inefficient use of advertising reach.
What’s Old is New Again
20+ years later, with gigs that include riding an eleven-year wave at Aol, I’ve noticed that advertising and marketing principles remain remarkably similar to the challenges and opportunities I saw back at DMB&B. I was not surprised to see that one of the top questions marketers have about social media marketing today, per Social Media Examiner’s (SME) 2015 Report, is: “How do I find my target audience with social media?”
SME goes on to explain, “Locating ideal customers and prospects is a big concern for marketers (87%). Marketers are looking for guidance sifting through enormous social networks and connecting with the right people.”
With billions of social media posts, followers, and handles cropping up across multiple platforms, geographies, and demographics, targeting your audience can feel like finding needles in haystacks.
This is why our team decided to create our Zoomph platform. We aimed to bring clarity to the chaos, and deliver tools for locating key cohorts.
Our Roots: Exploring Contextually Relevant Conversations to Identify Audiences
Incubated out of MetroStar Systems, Zoomph was born out of a demand to enhance global engagement at the State Department. The challenge was to identify and collate contextually relevant posts on Twitter amplifying global diplomacy and awareness of internet freedom and internet censorship.
This concept sparked an idea to build a proprietary algorithm ranking the real-time social media influence connected to qualitative (e.g., who is engaging?) and quantitative (e.g., how many people are engaging?) attention that any given post receives.
Now known as ZPoints®, our algorithm is composed of many signals that evaluate influence far beyond the vanity metrics of total followers and retweets. Influence, as we see it, relates to the authority an author has around a specific topic of conversation.
Using Follower Insights to Find Prospects
Most recently, we launched our new Twitter Follower Analysis to help marketers gain in-depth insights about their Twitter audience. We’ve collected more than 80 million social profiles, and have enriched baseline stats with leading third-party data sources, ZPoints®, and other proprietary algorithms to provide a rich 360 view of audiences.
In addition to the regular Twitter account details, we break down information on:
- Demographics: Gender, ethnicity, and generation.
- Geography: Where are followers located?
- Profile descriptions: How do followers describe themselves?
- Mutual friends: Who else do followers follow?
- Brand associations: Which brands are followers engaging with?
- Celebrity associations: Which celebrities are followers engaging with?
In the example below, we compared Brand Associations for Tesla’s followers against General Motors’. We discovered:
- Many of General Motors followers engage in conversations around other car brands, or car racing. They are, in large part, car and sports enthusiasts.
- Tesla Twitter followers favor discussions about business, tech news, and science.
Based on these findings, as a brand manager for Tesla, I’d want to hone my PR strategy to target key tech and business publications.
As for General Motors: the company supports NASCAR on and off the track, but doesn’t currently sponsor a Formula 1 (F1) team. Judging by how F1 ranks above NASCAR as a topic of conversation with GM’s Twitter followers, I would suggest that GM evaluates F1 as a new opportunity to reach their target audience.
F1’s Twitter audience more closely aligns to GM’s than NASCAR’s does. Though it has 28% fewer Twitter followers than NASCAR, F1’s audience is more global, which could align with GM’s international footprint. It’s also better aligned to GM’s gender and ethnic distribution.
Based on these analytics and more, I could even argue that GM sponsoring an F1 team is a better investment than Chevrolet sponsoring Manchester United.
Want to see your Twitter Follower Analysis? Contact us with your request and we’ll send you a sneak peek for free!
Why Does This Matter?
Via Twitter Follower Analysis, you can glean meaningful insights into your brand’s most engaged audiences on Twitter. As with the GM example above, you can more easily discover new audiences and new opportunities to get your message in front of the right people.
By harnessing our comprehensive suite of social media analytics, you can optimize your owned, earned and paid media channel messaging to maximize ROI—all from one station.
Test drive our platform with a free trial today!