This week, the guys tell us all about Facebook Audiences: what they are, what they’re for, and how to use them. Frankly, it’s a little creepy, but cool from a marketing standpoint.
Then they talk about what’s going on in the world of Foursquare. Changes are afoot! (Even Inc.com is talking about it)
So, Facebook Audiences. Sage didn’t talk about how to get there, and since I had to figure it out myself, I will share for those who may not know: in your Facebook page, under “Build Audience” (top right, above your cover photo, but under your name), one of the options is “Use Ads Manager” and that takes you to the Ads Manager page, which is where Sage is in the video/where the Audiences functionality is (look on the left side).
There is the option to Create a Custom Audience or Create a Lookalike Audience. First we are talking about the Custom Audience feature. If you have done this before (like Sage, in the video), then there is a green “Create Audience” button in the top right corner; if not, the option pops up first.
Facebook’s Custom Audiences
There are four types of Custom Audiences that FB lets you make; the first one we look at is Mailchimp.
1. In the Mailchimp audience, you can import email addresses from your Mailchimp list(s) that FB will try to match up with FB users, in order to show those people ads. Sage walks through the whole process, but it’s pretty self-explanatory.
2. Remarketing: In the “Custom Audience from your Website” option, you can create an audience from the people who have visited your website, by adding a snippet of code to your website header that connects to FB and tracks people who visit your site and then shows them your FB ad.
I know, at this point, you’re thinking, WHAT?!? The interwebs know where I am online?? Yes, in case you didn’t realize it yet, whenever you go and look at a website, it’s not just that website you are communicating with, but with every other thing you are logged into that can “track” you. Don’t worry, it gets more creepy.
3. Audience from a Data File; you can pop in four different kinds of data: emails, user IDs (like if you have an app on FB), phone numbers, merchant ID (though we have no idea how you would get this info).
4. Mobile app: If you have a mobile app, the information you collect can be imported and used as a FB audience as well.
Then there’s the Lookalike Audience. “Reach new people who are similar to an audience you care about.” So you put in the country and your known-audience (people you already know like you), then you can set FB to find more people like them. You can optimize more toward Similarity or Reach (affects the number of people that could potentially see your ad). Yes, there is a bit of blind faith at work here, but let’s face it, the Facebook gods are pretty good at what they do.
Sage is “rather happy” with the results he’s getting so far using these tools in FB. Seriously, it is interesting and pretty cool that as a small business we get access to this kind of data and tools, though admittedly, a little freaky. But you can build out some different audiences and experiment with what works for you, using FB to find similar people to target, like the Audience Insights tool.
On the left sidebar, about halfway down. You start with all of FB, then you can whittle it down, by geography, by interests, age/gender, lifestyle, jobs, etc. On the graphs, the dark blue is the stats for the area you selected (in the video case, Cleveland), while the light gray is all of FB, so you can see how a certain area compares with FB as a whole.
Along the top, you’ll see that you can look at Demographics, Page Likes, Location, Activity, Household, and Purchases. When you’ve got your geographic group, then you can sort by interests, which is Sage demonstrates by adding Walmart as an interest. Then you can see how the people in Cleveland who “Like” Walmart compare with the rest of FB, and what percentage of those people belong into demographic groups that FB has cleverly named.
This really is amazing that we can access so much information about people online. Have fun exploring–this could be quite the rabbit hole!
So Foursquare (people are still using it??) recently revealed a rebranding; now you check-in at places on SWARM, and browse nearby places and specials in Foursquare. Local local-search. Hyper-local search?
So far, the reviews of Swarm aren’t great. People hate change, as Sage points out, so we shall see if the ratings improve as people get used to the idea. And being forced to download a whole other app could be a barrier for some.
But Sage points out that Google has something like nine-million separate apps, and people still keep downloading those. Sage loves apps, and downloads them sometimes just for fun, while Greg just hates apps all together, so we won’t bother with what he thinks about it. (LOL–Love ya, Greg!)