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The Power of Targeting

This is the fourth post in a series provided for SocialFish by Artie Patel of Attentive.ly.

See the full list here:
Multichannel Marketing for Nonprofits
Nonprofits: The Case For Integrating Email and Social
3 Facts About Fundraising on Social Media
The Power of Targeting
The Power of Personalization

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In our last blog post, we talked about the power of personalization and discussed tips and tricks to sending meaningful messages. Now we are going to roll up our sleeves and get down to the nitty-gritty of targeting. How do we find the audience that wants to read our emails or blogs? And what makes an email perfect for them?

When we target an audience, we are starting with particular criteria. In social targeting, this could be finding an audience for an email campaign based on networks people already belong to, or their activities online, or their influence. Once the information is gathered, targeting uses that data to discover services or products that would appeal to that person. We can do this via online activities which would build off of previous email preferences, previous donations or action, and websites visited in the past. But targeting expands past an individual and takes advantage of the idea that birds of a feather flock together. The reasoning here is that people seek out others with similar thoughts and preferences. So if you can pinpoint an influencer and turn them into an advocate of your brand, then there is a good chance that their followers will be interested in your brand and potentially become followers. For example, if we see a consumer who has spent a sizeable amount of time on social media tech sites – then we could reach out to them. And then we could share our content with other people in that particular consumer’s network. So, targeting relies primarily on two ideas:

  1. Sharing with someone that is interested in what you have to say is a much better venture than to share with someone who has no affiliation with your service or produce at all.
  2. If you can find an audience that has personally claimed an interest in what you have to share, odds are that there’s a higher chance that they’ll react or even converse about it.

Where are they spending their time?

In the 2012 U.S. Digital Consumption report, surveys revealed that 90% of Internet users in the U.S. are visiting social networking sites. The average spent online is about 33 hours per month and out of those 33 hours, 8 are spent on social media. So an average Internet user is, at the least, on social media sites two hours every week. So the lesson is – make sure that you are targeting your audience where they spend a lot of their time.

Which social media sites should you be focusing on? Facebook is not only the biggest social media site with 848 million monthly active users, but it also is one of the most engaging and captures 14.6 % of Internet users’ time in comparison to the usual 2% for most social media sites. LinkedIn and Twitter are moving up the ladder and most rapidly Pinterest, Tumblr and Google+. Facebook users are spending on average 7 hours each month on Facebook’s site.

Visual is best and the rise of mobile devices
In 2011 videos were being watched almost 43% more than they were in 2010 and that number continues to increase in 2013. And now people are watching videos on mobile devices, now population almost 8% of internet traffic.

In our last blog post, we talked about the power of personalization and discussed tips and tricks to sending meaningful messages. Now we are going to roll up our sleeves and get down to the nitty-gritty of targeting. How do we find the audience that wants to read our emails or blogs? And what makes an email perfect for them?

When we target an audience, we are starting with particular criteria. In social targeting, this could be finding an audience for an email campaign based on networks people already belong to, or their activities online, or their influence. Once the information is gathered, targeting uses that data to discover services or products that would appeal to that person. We can do this via online activities which would build off of previous email preferences, previous donations or action, and websites visited in the past. But targeting expands past an individual and takes advantage of the idea that birds of a feather flock together. The reasoning here is that people seek out others with similar thoughts and preferences. So if you can pinpoint an influencer and turn them into an advocate of your brand, then there is a good chance that their followers will be interested in your brand and potentially become followers. For example, if we see a consumer who has spent a sizeable amount of time on social media tech sites – then we could reach out to them. And then we could share our content with other people in that particular consumer’s network. So, targeting relies primarily on two ideas:

  1. Sharing with someone that is interested in what you have to say is a much better venture than to share with someone who has no affiliation with your service or produce at all.
  2. If you can find an audience that has personally claimed an interest in what you have to share, odds are that there’s a higher chance that they’ll react or even converse about it.

Where are they spending their time?

In the 2012 U.S. Digital Consumption report, surveys revealed that 90% of Internet users in the U.S. are visiting social networking sites. The average spent online is about 33 hours per month and out of those 33 hours, 8 are spent on social media. So an average Internet user is, at the least, on social media sites two hours every week. So the lesson is – make sure that you are targeting your audience where they spend a lot of their time.

Which social media sites should you be focusing on? Facebook is not only the biggest social media site with 848 million monthly active users, but it also is one of the most engaging and captures 14.6 % of Internet users’ time in comparison to the usual 2% for most social media sites. LinkedIn and Twitter are moving up the ladder and most rapidly Pinterest, Tumblr and Google+. Facebook users are spending on average 7 hours each month on Facebook’s site.

Visual is best and the rise of mobile devices

In 2011 videos were being watched almost 43% more than they were in 2010 and that number continues to increase in 2013. And now people are watching videos on mobile devices, now population almost 8% of internet traffic.

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Attentive.ly helps non-profit organizations increase online engagement around your cause and raise more money through online targeting.  The tool shows you what the supporters and donors from your CRM are saying and sharing on social media along with who is influential. See who is on social media, who is talking about key issues related to your organization and send automated responses based on what they are talking about. Attentive.ly integrates with Convio, Salsa, BSD Tools, ActionKit, and more. 

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(photo credit)

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