PERSONALIZED STRATEGIESA new approach to social media

David SzaboCo-founder & CEO

BrandVee

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FUN WITH FACTS

79%

21%

OtherFacebook

Social media log ins(online retail)

70%

30%

No Yes

Customer acquisition from Facebook (B2C)

2,5 billion

Content shared per day

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TONS OF DATA• Likes• Photos• Videos• Groups• Events• Status updates• Etc.

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“YOU NEED TO FIND THE STORY THE DATA WANTS TO TELL YOU.”

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THE STORY OF YOUR CUSTOMER.

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HOW CAN YOU FIT IN THE STORY?

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QUESTION 1.Who is he?

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YOUR STORYYOUR

CUSTOMER’SSTORY

INFLUENCERS

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ACTIVELOYAL

ENGAGED

= INFLUENCER

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INFLUENCER MARKETING & SOCIAL MEDIA

Focusing on specific key individuals instead of the whole community

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REFINING SOCIAL MEDIA STRATEGIES

Marketing to influencers

Marketing through influencers

Marketing with influencers

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WHO ARE THEY?

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I MEAN REALLY... WHO ARE THEY?

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QUESTION II.What to do?

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STEP 1. UNDERSTANDING

How to find influencers in your community?

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0

25

50

75

100

0 25 50 75 100

User activity

Post engagement

Influencers

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STEP II. TARGETED ADVERTISING

How can your influencers help you build your community?

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WHO DO YOU LOOK FOR?

•Matches all your criteria

•Will be active and engaged

How to predict that?

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LOOKALIKE AUDIENCES

Target your adver tisements based on your influencers.

They are ALREADY active and engaged.

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SOME RESULTS

•75% lower fan acquisition costs•280% more fans•145% more engagement

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STEP III. PERSONALITY

Finding the story behind the data

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RESEARCH - ANALYZING CORRELATIONS BETWEEN SOCIAL MEDIA ACTIVITY AND PERSONALITY

•Openness to new experience

• Agreeableness

• Conscientiousness

• Extraversion

•Neuroticism

•Number of likes

•Number of groups

•Number of friends

•Number of events

•Number of tags on photos

•Number of status updates

Personality Activity

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One’s openness to new exper iences positively c o r r e l a t e s w i t h t h e number of Facebook likes, groups and status updates.

Source: http://research.microsoft.com/pubs/163535/FacebookPersonality_michal_29_04_12.pdf

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EVERYONE IS DIFFERENTJohn Doe and John Smith

39 years oldManager2 kids

Avg incomeInfluencer

Cars, fishing and cooking

39 years oldManager2 kids

Avg incomeInfluencer

Cars, fishing and cooking

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JOHN DOEHow should you approach him?

Extraversion

Agreeableness

Conscientiousness

Openness

Neuroticism

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Or him?

Extraversion

Agreeableness

Conscientiousness

Openness

Neuroticism

JOHN SMITH

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SOCIAL LEADSLeads fed with personality information

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SOCIAL MARKETERS OR SOCIAL ANALYSTS?

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Q&A

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THANK YOU!

contactsdavid.szabo@brandvee.com

hu.linkedin.com/in/szabodavhttps://brandvee.com

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