Targeting Social Media Campaigns

1. Targeting Social Media Campaigns

2. The State of Social Media • 50%+ of Americans now receive use Facebook content as their primary news source • When you include other social media platforms, no question this is the dominant communications platform of our age • Social media platform structures are still poorly understood and the rules keep changing.

3. The State of Social Media • You can analyze social media data for: • Context • To detect and understand trends in public opinion • To effectively communicate with all of your constituents • Understanding online social structures—how do networks impact message spread?

4. The State of Social Media • Recent Facebook News Feed changes make it more important to connect with individuals in your community and rely on them to spread your message. • You should not assume that real-world influence translates into online influence. • Influencer status can change rapidly and can vary by topic. • Sheer numbers are not the most important factor to evaluate. • Bot or spam accounts are pervasive and can skillfully mimic authentic accounts.

5. Campaign Examples • Quality of Life • Job creation • Safety • Voter Initiative Education • General Awareness • Project Specific (new line, major investment, etc.)

6. Lessons Learned • The interest in public transportation is there if messages appeal to the recipient. We see this in: • A wide range of demographics • Geographic areas of all sizes • Differing political affiliations • People have busy lives, so we need to do more to get information to them where they are and on their own terms. • This will also enhances the ability to get feedback from more people.

7. Lessons Learned • AlphaVu is able to match online accounts to publicly-available databases. • In a recent campaign, the matched rate improved engagement • Even though the group was smaller, the engagement out-performed the group using Facebook targeting • Results

8. Lessons Learned • Audiences skew older than you may think, meaning there is also a higher propensity to vote among this group • Message targeting using Facebook tools can be effective, but you need to find the sweet spot between • Too large of a group—message isn’t targeted enough and doesn’t resonate • Too small of a group—significantly raises the cost of ad delivery

9. Recommendations • More broadly and aggressively target content to communities, stakeholder groups, and individuals • Your audience is most likely to positively engage with and spread content geared specifically to their interests and needs. • For maximum effectiveness, you need a mix of organic and ad-supported outreach. • It is a mistake to believe that information will be seen just because you post it.

10. Lessons Learned • Reach and impressions don’t count nearly as much as engagement • Remember, Facebook’s goal is to sell ads • The more you know and understand your audience, the more effective your outreach • Creating look-alike audiences can extend the reach of successful campaigns

11. Jennifer Kalczuk Vice President for Client Relations jenniferk@alphavu.com 616-920-4459 @jkalczuk