Here at StatSocial, we recognize how essential it is to gain a comprehensive understanding of your customers in order to drive acquisition, engagement, and retention. But first-party and purchase data, alone, can be limiting. Social media is where consumers spend much of their time and it’s where they publicly declare their interests, passions, brand affinities, and more. We recently talked about why social listening is no longer enough, but even most platforms that boast their abilities to provide true social audience intelligence only pull from one source (e.g. Twitter).
We’re pleased to say we have the most comprehensive social audience insights platform, pulling fom major social channels including Twitter, YouTube, Instagram, LinkedIn and even Twitch. Our social audience insights have made a huge impact for some major brands and agencies.
Let’s take a look at 5 ways real-life companies used our social audience insights to transform their marketing strategies:
1. Competitor Audience Insights
- Scenario: A major at-home fitness company was interested in doing an analysis to understand how their audience differentiated from that of their largest competitor.
- Goal: To target their competitor’s customer base.
- Result: Using StatSocial data, they were able to cluster audiences of their brand and their competitor’s into distinct buyer personas. They discovered that in order to capitalize on their competitor’s market share, they would need to target serious athletes and influencers (e.g. diet and exercise enthusiasts) more aggressively.
2. Persona Creation
- Scenario: A major financial services company worked with a market research firm to develop detailed personas focused around various ‘types of spenders’. The problem was, they didn’t know what to do with the personas.
- Goal: To make the personas actionable and targetable in the digital realm.
- Result: The financial services company used StatSocial’s Silhouette platform to create highly targeted audiences at scale based on these personas. Each audience segment included 10-20 million people that their team could run paid media campaigns on.
3. Market Research
- Scenario: A leading market research company was looking to strengthen survey data and resulting panel insights.
- Goal: Append and index survey panel members with social media insights.
- Result: The survey company used StatSocial insights to enrich their first-party panels to gain a more comprehensive understanding of their respondents. Determining what interests, influencers, personality traits, and media consumption were most applicable to a panel was essential to understanding how a specific target group varies from the total population of those surveyed.
4. Audience Intelligence and Retargeting
- Scenario: A global media company helped a client assess how a minor product issue damaged brand perception.
- Goal: To determine which audiences were exposed to or engaged with negative content about the brand via social media.
- Result: Using StatSocial’s data, the global media company was able to identify those exposed and remove them so that they could then activate paid media campaigns to affected audiences, while remaining privacy and GDPR compliant.
5. Influencer Attribution
- Scenario: A global advertising agency company used social insights to identify micro and macro influencers for their clients.
- Goal: Run highly effective influencer campaigns and be able to tie ROI directly back to influencer audiences.
- Result: They were able to use StatSocial audience data and export it into the brand’s attribution system to see the actual revenue impact of those campaigns. This direct attribution to sales revenue is a radical new development for the influencer marketing industry.
Final Thoughts: Social Audience Data Matters
One of the biggest mistakes marketers make when planning out their strategy is mainly relying on first-party data. How can you know what you’re missing if you never look outside? Social audience insights are crucial to seeing the whole picture of your customers, beyond their interactions with your brand.
If you’re interested in understanding how social audience insights can help transform your marketing strategy, let’s chat.