(via Psychographics Deconstructed: What We Look Like to Facebook Marketers | SEOmoz)
Key Takeaways from the Infographic
- There has been a radical top-of-the-funnel shift. People can be sliced and targeted many different ways in social channels.
- Social intent can be often gleaned. Sometimes it works in amazing ways, like search.
- The “data” on the table is publically available via Facebook, LinkedIn, and YouTube or Google. Leverage the tools made for marketers (native keyword tools, ads creators, etc.) to assess inventory for your segments.
- On that note: keyword research (using AdWords KW Tool) is to SEO as social PPC research is to community management. You would never do SEO without having a look at Google’s KW tool. It makes sense as AdWords is one of the places we can find out about Google’s inventory. You would also never do community management without looking at associated paid inventory.
- The psychographic research artist adds value to raw channel-of-origin data by curation.In other words, if you’re the marketer who can target all the molecular biologists in the United States who work for Fortune 500 companies, you’ve added a lot of value to the raw data. Now your team can target these users for social PPC ads and organic social interaction.
- Use the correct tagging, and marketers can capture social data to associate with known-users’ profiles. Pretty much the best way to bust your privacy is to click on one of my tagged ads and convert. Count on the fact that we grabbed the data and associated it with your profile.