Today, Pierre Tucoulat, Lead Acquisition Manager at social media management platform, Tigerlily, joins us for a guest post. Tigerlily and Kenshoo recently announced a partnership, which enables Tigerlily to create and manage paid advertising programs for its social media marketing clients. From the analysis that Tigerlily provides on social communities, it is possible to further optimize paid actions on Facebook through the Kenshoo Social platform. Continue reading to learn about the ways paid and owned social media can be leveraged for holistic social media marketing.
Knowing your community
When people interact with your brand’s Facebook Page, you can access various data such as: their full names, publications they liked, posts, comments and messages they sent you.
It’s important to gather these data points inside a single user profile, allowing your teams to get a complete overview of all the interactions any user had with your brand in the past. From Customer Service to Sales departments, this history is essential to building stronger relationships with prospects and customers in order to ensure better business results.
Going further, for each user installing one of the brand’s Facebook applications, his/her “profile” will gain more precise data such as email address, birthday, and location. Combine these data points with what you have in your CRM base in order to further enrich the various profiles.
From this clear mapping of your community, you will be able to optimize your communication actions in order to reinforce your reach, engagement, or virality.
Using this data in your paid actions
You might want to use paid promotions to extend your reach to people who are similar to your actual community and who share the same interests. Those people could be your new potential fans, customers, and brand ambassadors.
Facebook’s Custom Audiences represents one particularly powerful ad targeting tactic that gives you the option to target people based on previously collected information. For example, you can directly target your customers on Facebook and deliver to them an adapted message thanks to the emails that you have in your CRM base.
From there, the possibilities are almost infinite in terms of segmentation, A/B testing, advertising format…You just have to test what fits best your business model!
Understanding the interplay of owned and paid social media means, as a marketer, you can maximize the success of social media campaigns – amplifying your best performing content, tapping into data to grow your influence, and attributing credit to actions across the customer journey.
Want to know more about how our platforms can help you? Contact the Tigerlily or Kenshoo team today!