16 targeting tools to find your audience in social media 4

Posted on February 03, 2013 by Rob Petersen




build it and they will come
“Build it and they will come” may be a great idea for a building a baseball diamond in the middle of an Iowa corn field. But it doesn’t work as a social media plan.

There are now 900,000,000+ Facebook pages, 100,000,000+ LinkedIn members, 59,000,000+ active Twitter profiles and 31,000,000+ blogs…all growing. Your audience isn’t going to come to you; you have to find them.

Fortunately, there are many tools (most “open source”) to help identify: 1) who to attract, 2) where they are and 3) how well to know them.  It’s time well spent to take these steps and find your target audience. You don’t want to pursue a Field of Dreams where you build it and they don’t come.

Here are 16 targeting tools to find your audience in social media.

1. GOOGLE ANALYTICS. The #1 tool for finding your audience in social media is the analytics tool for your website. Why? In “Traffic Sources,” you’ll learn how many people find your brand’s website through social media; what social networks or “referrals” drive the most traffic and what are the specific contributions of each social network (e.g. Facebook, Twitter, LinkedIn) in terms of: Unique Visitors, Time on Site and Pages Viewed. Now, you know how and where to spend your time and/or money. According to Northwestern University, just Facebook and Twitter (on average) drive 50%+ of traffic to small business websites.


2, 3 and 4. TECHNORATI, ALLTOP and TOPSY: To create 1-to-1 relationships with big dividends, look for advocates who help spread the word. Blogs are the best place to start. There are search engine for blogs: Technorati and Alltop. They’ll help you find the bloggers with the most authority for any industry or subject.  Plus, there’s Topsy to show the top trending blog posts on Twitter for any industry or topic. HubSpot says blogs lead to 55% more website visitors. Blogs also add “links” that raise your “authority” and search rank.


5, 6 and 7. WILDFIRE,  STRUTTA and VOTIGO: “‘Like'” Us on Facebook” is something most company want us to do. Why? Studies, like the one below, say the #1 reason we would “Like” a company on Facebook is to receive offers or discounts. We return our support in return. So why not attract your audience through a sweepstakes, contest or offer with an app on Facebook like Wildfire, Strutta or Vortigo. There’s available at a price point that works for any business and deliver not only “Fans” but a list with their e-mail addresses to stay in touch.

What motivates "Likes" on Facebook

8. BOOSHAKA: 10% of your community drives 90% of conversations according to Forrester Research. To find out who are your biggest fans on Facebook, there’s Booshaka. For a Facebook Brand page, it ranks your “fans” so you know their value in terms of participation and sharing.

9. FACEBOOK INSIGHTS (“PEOPLE TALKING ABOUT”): Now, you have the road map for generate “buzz” on Facebook with Fans who can help do the heavy lifting. Use Facebook Insights and the “People Talking About” measure to monitor your progress and participate when you see comments that drive conversation.


10. TWITTER SEARCH: A simple way to find Followers in real-time who are talking about something that is relevant to your business or they are at at a place or event that might be important to you is by typing it in the query box of  Twitter Search. For example, at AJ Bombers, a burger restaurant in Milwaukee, Twitter Search has been used to reach visitors at the Milwaukee airport. A friendly message tells them if their travels in the area happen to take them downtown and  their near the restaurant, a special offer is waiting for them.

11. KLOUT: Once you find people you want to follow, you might want to know their Klout Score and their influence. Now, you know who to the follw on Twitter and how they can increase your reach. 30% of people use Twitter to research and buy products.


12. SIGNAL: LinkedIn’s Signal certainly isn’t new, but it is one of the most powerful services they’ve released. Signal allows you to filter and browse only relevant status updates from your LinkedIn and Twitter streams. You can target updates from colleagues, competitors, etc., and narrow or expand your view based on the following filters: Network, Industry, Company, Time published, Location, School or just most popular hash tags.

13. SWARM: Although LinkedIn’s official description of Swarm is “an eerily beautiful visualization of popular company search queries on LinkedIn,” I’ve seen popular title searches, most recent LinkedIn blog posts, most shared news, and recent jobs posted on LinkedIn.


14. YOUTUBE ANALYTICS: YouTube Analytics is a self-service tool that gives you detailed statistics on your videos and your viewers. It’s an easy and powerful way to discover which videos and themes work best for your audience. How do viewers find you? How long do they watch your videos? When do they leave? YouTube Analytics gives you all the details, video by video or for all your videos at once, so you really understand your audience.

15. VIEWS: This may be obvious, but it’d be silly not to mention it. By monitoring viewership trends, you can identify the best and worst of your video library. This is especially important for underperforming content, where you can then take efforts to boost a video’s popularity through editing or even re-optimizing for SEO.

16. SUBSCRIBERS AND SHARES: They indicate a more engaged commitment on behalf of the viewer. If your content is quality enough that viewers are subscribing to see more of it, that’s basically the YouTube equivalent of an unqualified inbound lead.

How do you approach social media for your business? Do you build it and think they’ll come? Do these targeting tools help you to think differently? Which one would you think of using?

6 viral marketing case studies teach sharing skills 4

Posted on October 16, 2012 by Rob Petersen

viral social media marketing

Viral marketing is programs designed to accelerate awareness, trial and sales through a high degree of social media networking being shared or spread in a short period of time (as defined to Wikipedia).

Successful viral social media marketing campaigns deliver big media exposure and buzz for a relatively small investment. But one of the biggest dividend occurs in how viral marketing programs encourage others to share.

Here’s what 6 viral marketing case studies teach us.

1. ACNE FREE: Decided to generate awareness of a new product, Therapeutic Sulfur Mask, through sampling and sharing on social media, not that traditional route. Through their Facebook page, the AcneFree fan-gated welcome tab featured a form for fans to fill out as well as a share and tweet button on the offer. The goal was to gain 30,000 “Likes” by launch. The page had 41,000 “Likes” with only $1,100 spent on advertising. The deal was shared on Facebook over 500 times and tweeted over 1,000 times. The “Talking About This” metric was the highest in the catetory and the Facebook page now has 101,000 “Likes.

2. BLENDTEC: Is a company that manufactures blenders for industrial use (Starbucks uses Blendtec blenders to grind coffee beans). They decide to sell direct to consumers through commercials on YouTube that cost $1,000 each. CEO Tom Dickson blends golf balls, broom handles, iPhones and iPads in a Blendtec blender in these commercials to prove the blender’s effectiveness. Many of the commercials receive 10,000,000+ views, the Blendtec website receives 120,000,000+ visitors in the month the commercials launch and Blendtec sales increase +700%.

Blendtec website traffic

3. CHRISTIAN DIOR: As viral marketing has evolved, it has been integrated with mass marketing. In May 2012, Christian Dior released a YouTube video called ‘Secret Garden – Versailles’, supported on the brand’s Facebook page, Twitter profile and magazine, DiorMag. to generate awareness for the Fall collection. A ‘Making of’ video was  issued 10 days later with similar social media support. The 1st video received 17,000,000+ views; the follow up video received 5,000,000+; social network enrollment experienced a huge increase; all for a marginal investment relative to traditional marketing.

4. FORD FIESTA: Selects 100 socially vibrant individuals who are provided with the European version of the Ford Fiesta 18 months prior to it being manufactured and released in the USA. These socially media aware fanatics are encouraged to share their experience with the Ford Fiesta over the 6 months on their Blogs, Twitter, Facebook, Flickr and YouTube channels. The effort generates 11,000,000 social media impressions; 11,000 videos uploaded, 13,000 photos posted and 50,000 “hand raisers” or “leads” who want more information; 97% did not currently own a Ford.

4. OLD SPICE: “The Man Your Man Could Smell Like” featuring Isaiah Mustafa attracted 19,000,000+ views to date across all platforms according to Visible Measures. Perhaps more interesting is the level of engagement demonstrated by the number of responses the video received within the first 24 hours compared to other historic videos.

Old Spice viral video responses in first 24 hours

5. TOYOTA: Toyota in the UK put together a social media marketing program that saw two bloggers attempting a 500-mile road trip in a Toyota iQ, all on a single tank of petrol. The trip would take the two drivers to 18 UK cities and every step of the journey would be shared through social media. It resulted in 64 blogs, including Wired, the New York Times and Treehugger reporting the attempt. Toyota reaching a potential audience of over 105 million readers worldwide. It reached a possible 3.7 million in the UK alone. Traffic to the Toyota iQ blog increased by more than 212%

What all of these case studies teach me is one of the most critical planning point for a viral social media campaign is how it will be shared. What do these 6 viral social media case studies teach you?



21 ways blogs feed content marketing efforts 4

Posted on March 26, 2012 by Rob Petersen

content marketing and Thanksgiving leftovers

For any business seeking to attract and gather an audience, relevant content is an essential requirement.

But the creation of that content can understandably seem like a daunting task. Where do you start? What do you create? How much time does it take? Who do you bring to the table?

Content marketers use the phrase, “content curation,” to describe the development of content and and sharing of it in different forms such as articles, videos, pictures, tweets, songs or other pieces of digital content. A more relatable expression might be “Thanksgiving leftovers.”

With a Thanksgiving celebration, you take the time to prepare a great meal and gather those you care about; then, the leftovers extend the specialness of the day for some time thereafter. Content marketing works in a similar way.

Many consider a blog a main dish of a content marketing program. Here are 21 ways blogs feed content marketing efforts.

  1. BLOG POSTS: Are rich with content, serve as outreach for new consumers and are great for capturing the attention of search engines through keywords and regular updates that the search engines value. Relative to a Thanksgiving celebration, a blog is a main dish in any content marketing program. If your business blogs regularly, you WILL BE effective at content marketing if you WANT TO. Here’s how.
  2. EMAILS: Can be a slight adaption of a blog post, perhaps with a different call to action, that goes to an predetermined list of consumers. It has the advantage of tracking exactly who reads your content.  (You have their e-mail addresses).
  3. NEWLETTERS Are pretty versatile adaptations.  They can be print or digital.  You can distribute by mailing, handing out or e-mailing them.  You can have monthly, quarterly, or even yearly newsletters.  They can be 1 page, 5 pages or 10 pages long.  And finally, you can include all different types of articles – from how-tos, company news, and business trends to customer stories, FAQ’s or new product information.
  4. EBOOK: Is an extension of your blog. Take that blog content, edit it, repurpose it, add value to it. String it together in a logical and coherent manner. Dress it up with pretty pictures and formatting. Lo and behold, you’ve got yourself an eBook.
  5. WHITE PAPER: With a simple change in tone of your blog post to to educate readers and help people make decisions, you’re on your way to creating a white paper from your blog.
  6. IMAGES: Used in any of items mentioned so far are indexed with the search engines. The more you use, the more they make your content more interesting and help your raise search rank.
  7. INFOGRAPHICS: Are growing in popularity for companies hoping to build effective linking strategies as well as execute on viral campaigns because infographics are frequently downloaded and passed around for their visual impact and content.
  8. VIDEO: In and outside a blog is a powerful tool for corporate content marketing strategies of any size. They are are boom for internally produced video projects and consumer-generated video alike.
  9. LINKS: Everyone wants to know when someone is talking about them. So it is with content marketing. When people link to your site or blog, you can find out through tools like WordPress and Alexa, you can check out who linked to you and form good relationships and can links in return. The end result is you turn into an “authority” in your industry, one of the search engine’s most important criteria.
  10. COMMENTS:  Getting noticed by industry bloggers and establishing a relationship with them over time can be beneficial to your business and your marketing efforts. The relationship can work both ways. Leaving comments that add to the conversation helps boost value of their blog post. Comments also establish links.
  11. EVENTS: 56% or companies with content marketing programs use events to build face-to-face relationships (source: PulsePoint Group). And 74% and use social media. How’s how blogs help.
  12. FACEBOOK: Distribute content from the blog, email or newsletter to your Facebook page and those who “Like” you and extend your influence among fans.
  13. TWITTER: Tweet your content and Re-Tweet the content of others whose content you admire and you have one of the most powerful and cost effective outreach vehicle any company could want for content marketing. In fact, Twitter is defined as a micro-blogging platform.
  14. LINKEDIN:  LinkedIn has 120 million-plus registered users. It couldn’t be easier to share an update with connections that links to your blog. Of those who use it, over two-thirds access it multiple times a week and is fast gaining in terms of share freqency with Facebook and Twitter.
  15. GOOGLE+: Although still trailing behind Facebook and Twitter, every marketer will need a Google+ strategy. Through Google+, you see a photo of yourself in search and pull in metadata you’ve chosen for my Google+ profile.
  16. PINTEREST: Is the fastest growing social network since Facebook, you can pin your images and interest to pinboards  (which also link to your Facebook page). If women are your target who make the purchase decision for 90% of all products, Pinterest is 70% female.
  17. PODCASTS: Are an easy way to generate guest content and a quick-turnaround format, podcast can also transcribed to generated rich, written content.
  18. WEBINARS: 46% of companies use webinars and 70% believe they are an effective marketing program. A way to make the most of them is to use your images and videos and make the content as interesting as possible (source: Content Marketing Institute_
  19. SURVEYS: Use online surveys at the end of your blog to get to know your prospects, create a dialogue and lead them to your product or service.
  20. CASE STUDIES: Take examples from your content to build case studies to show customers what in it for them. On this blog, we have over 100 case studies of the ROI of Social Media, Social commerce , Social CRM and SEO
  21. USER GENERATED CONTENT: The best advocates for any business are customers themselves. Encourage user-generated content and video. It’s a boon for marketing purposes, particularly if you request submissions that fit into your overall content marketing strategy.

The comparison to Thanksgiving is deliberate. Although it may seem like a paradox, you attract more attention to yourself when you recognize others more than promote yourself.

Do you agree with these 21 ways? Have we missed any you would like to share?


7 social media measurements that matter for Super Bowl commercials 1

Posted on February 12, 2012 by Rob Petersen

It’s been said we watch the Super Bowl as much for the commercials as the game. Maybe that helps explain why this year advertisers, on average, paid $3.5 million (+$500,000 versus last year) for a :30 commercial.

This year’s Super Bowl reached a record 111.3 million viewers; 300,000 more than last year, the previous record holder. Social media proved commercials were the most talked about topic according to Networked Insights.

Super Bowl commercials don’t sell products so much as entertain, often with great storytelling. Even considering the cost, a primary benchmark for success is the Water Cooler Factor, the brand buzz and many conversations that occur after the game that cause us to like the brand and keep it top-of-mind throughout the year.

Super Bowl commercials are measured mostly by media metrics – Reach, GRP’s and Nielsen Ratings.  But, because “Like,” “Buzz” and the Water Cooler Factor are success metrics, shouldn’t social media measurements play an important role?

Here are 7 social media measurements that matter for Super Bowl commercials.

1. USA TODAY/FACEBOOK AD METER: This year, for the first time, USA Today and Facebook teamed up to create a People’s Choice award for Super Bowl commercials. People rated commercials by logging into their Facebook account on a 1 to 5 scale. Here was the people’s top choices for 2012 and the commercial voted #1:

Doritos: Sling Baby


Bud Light: Weego


Kia. A Dream Car. For Real Life


Chrysler: It’s Halftime in America


M&M’s: Just My Shell



2. YOUTUBE VIEWERSHIP: The amount of incremental traffic available to Super Bowl advertisers was no small number. In less than a week, viewership for many of the top spots shot into the millions. Many of the Super Bowl commercial available on YouTube were in extended, something only available in social media.

There were great verbatim testimony plus the ability to share with friends. It was the Water Cooler conversation happening right in front of your eyes. YouTube also had a voting contest called AdBlitz.

Here were the number of views on YouTube for the top spots as measured by the USA Today/Facebook Ad Meter and the #1 most viewed commercial in a length only available on YouTube

Doritos: Sling Baby


Bud Light: Weego


Kia. A Dream Car. For Real Life


Chrysler: It’s Halftime in America


M&M’s: Just My Shell



3. YOUTUBE ANALYTICS: Not only can advertisers see the Water Cooler conversation happening before their eyses, but they can measure it in ways never possible through traditional media with YouTube analytics.

They’re a sophisticated and free tool that measures views, repeat views, where viewers came from geographically and globally, how long viewers viewed, where viewers dropped off and, of course, how many shared. YouTube is owned by Google so YouTube Analytics are modeled after Google Analytics. YouTube is also the #2 search engine after Google.

Think of the value YouTube Analytics offers, for example, Chrysler for their poignant commercial, “It’s Halftime in America.” It can let them know the viewership of every second of their extended length spot; what points in the commercial are most poignant and where the strongest sentiment for the brand is, geographically. Chrysler now has a social media resource for measuring and geo-targetting both the rational and emotional connection to the brand.

4. FACEBOOK SUPER BOWL PAGE: Facebook also had a Super Bowl page. Roughly 340,000 people “Liked” it, and over 200,000 people were “Talking About It,” a Facebook measurement with data available on Facebook Insights of the stories people created on the page. For the advertiser, they provided the opportunity to engage with potential customer, often on a local level.

5.TWITTER (TPS): The record breaking viewership of Super Bowl commercials was not only validated by Nielsen but by TPS (Tweets Per Second). In this year’s Super Bowl, there were 12,223 TPS during the game and 10,245 TPS during Madonna’s halftime show. Advertisers could have measured TPS while their commercial ran.

TPS this year showed a big increase from last year’s peak of 4,064 TPS. Why?  iPad and tablet use increased 10X in the last year, a strong bell weather for further jumps in TPS and where more Super Bowl commercials will be most viewed.


6. CELEBRITY TWEETS: In the volume of TPS, there was no shortage of celebrities who Tweeted. Kristie Alley, Alyssa Milano, Ashton Kutcher, Paula Abdul, Bette Midler, Jessica Simpson and Spike Lee were just a handful.

While celebrity Tweets haven’t crossed over from sport commentary to commercials, my guess is they will. If Armani paid Kim Kardashian $25,000 a Tweet, Super Bowl advertisers and the celebrities they engage are not likely to be far behind.

7. GOOGLE+: 75% percent of the social media chatter this year occurred on Facebook and Twitter according to Networked Insights. While Google+ wasn’t as much of a player, the percentages suggest there is room for one more. Google+ helps search engine optimization and plenty of people are searching while they watch the Super Bowl to help advertiser raise their visibility online and fill a consumer need. By next year, I predict Google+ will figure something significant out.

Do you think these measurements matter for Super Bowl commercials?


20 ways David Ogilvy would use social media (if he was still with us) 3

Posted on September 27, 2011 by Rob Petersen


David Ogilvy is known for expanding the boundaries of advertising.  This is demonstrated in his quotes, all are still as relevant today as decades ago like:

The consumer isn’t a moron; she is your wife.

I don’t know the rules of grammar…If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. 

Never stop testing and your advertising will never stop improving.

He built great brands like Hathaway shirts, Schweppes and Dove and started an advertising agency built on his principles. If he were to launch a brand today, I have a feeling David would be a pretty good social media marketer too. His quotes and principles have just as must relevance for social media as advertising.

Here are 20 ways he would (or might) use social media to launch a new brand, today.

  1. GOGGLE INSIGHTS: Start by looking at the most used words and phrases consumers use when they search because 90% of every purchase decision begins on the internet.
  2. BLOGHER: Turn to blogging communities like BlogHer to seek out thought leaders in relevant industries and through blog comments solicit their views, maybe win their advocacy. After all, today, the consumer is not only your wife but, if she blogs, a good writer who carries influence.
  3. COMPANY BLOG: Create a company blog to show the people at the company who manufacture the product are accessible.
  4. INFOGRAPHICS: Use infographics as a more dynamic form for presentations and stop doing staid power point decks.
  5. SLIDESHARE: See what are the latest presentations on media, research and technology are.  Stay at he leading edge of the agency business.
  6. FACEBOOK LANDING PAGES: Introduce the value proposition to new users in social media just as you would with an ad.
  7. FACEBOOK PROMOTIONS THROUGH THE WILDFIRE APP: Drop coupons or run a sweepstakes to fans at the fraction of the cost from the early days of advertising.
  8. RETAILERS FACEBOOK PAGES: Examine key retailers who have big Facebook Fan bases and see if they will do posts to support the new brand – a win/win situation for the retailer and the brand, especially since fan bases for retailers like Walmart have 9,000,000+ fans.
  9. TWITTER HASHTAG COMMUNITY: Start a # community on Twitter around the key need the brand meets. Do a regularly scheduled chat once a week to see how consumers speak and think about the brand.
  10. TWITTER PAGE FOR CUSTOMER SUPPORT: Create a Twitter page to answer consumer questions like Best Buy did with Twelpforce.
  11. YOU TUBE ANALYTICS: Create a YouTube channel for the commercials and use YouTube Analytics to see how long they watch them and, if there is a drop off, where?
  12. COMPETITIVE INTELLIGENCE: Listen to the comments and posts on the social networks of competitors and see what their consumers are saying and where they might be opportunities.
  13. TARGETING TOOLS: Use targeting tools like Openbook, Booshaka and Twitter Search
  14. SURVEYS: Poll fan bases to gauge consumer satisfaction using available survey apps.
  15. YELP AND REVIEW SITES: See if reviews are being written and what they say.  Maybe even consider doing an ad with some of them.
  16. SHORT URL’S: Use Short URL’s to track the posts and messaging that draws the most clicks and interest.
  17. DOWNLOADABLE CONTENT: Use content that can be downloaded or embedded to measure not just interest but involvement.
  18. SET UP REPORTING AND TRACKING: Make the commitment to identify metrics that are important to track regularly and integrate with other key business tracking measures.
  19. CROWDSOURCE NEW IDEA PRODUCT EXTENSIONS: Like MyStarbucksIdea, reach out to your community for new product innovations and ideas
  20. GIVE THANKS TO COMMENTS GOOD AND BAD: Show appreciation for the negative as well as the positive comments and be timely with response.  What social media offers to a brand is the opportunity to have a relationship with a person, not a company, and to build trust faster.

I’ve heard David, in his later years, spent less time at the agency and more time at a chateau he owned in France.  That’s ok.  He could do most  of the work from there; that is, if he had an internet connections and some smartphone apps.

Do you think this is how David Ogilvy would use social media if he was still with us today?


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