Demographic targeting: Ditch your friends and kick out anyone that can’t pay the rent!

Fan quality has been a topic long avoided until now. Engagement rates plunging and advert rates skyrocketing and self proclaimed  “social media experts” clueless how to respond.

Doug's Blog Feb 10 Demographics

The second biggest request I get from new clients is “How do we fix this sh**!”. What they are referring to is the 10’s or 100’s of thousands of Fans that clog their social profile and deliver no results. With Engagement rates crashing and adverts cost skyrocketing it is now a big concern to have dead weight on profiles. There was a time that companies paid agencies big dollars to treat social media like it was a huge party with hosted bar and everyone was invited. Come to my page, drink big, play big, no worries. But now that the proverbial chickens are coming home to roost and the companies are being handed a bar tab that looks like the debt of a third world nation and the only people left at the party are the dregs. They’re not thinking “did I invite them?” they’re thinking “who the hell let them in!” and then it becomes WTF! time.

My dad used to tell me the best way to get out of trouble is not to get into trouble to start with. Well he and I were never good on taking advice, but the message still holds true. Here are several ways to look at demographics to make sure you are getting the right audience and then followed by a case example.

  • Do NOT invite your friends! Most people the first thing they do is invite everyone they know to Like their page. Do NOT do this! Your friends already know what you do they don’t need to be cutting into your limited Reach provided by Facebook, Twitter and other social sites. A message only gets seen by small % of your Fans, make sure it is Fans that really should see it. Besides friends are famous for saying things like “stop posting so much, I already know what you do and I am getting tired of seeing your messages”. What!? you are in business to make money, not entertain your friends. Get them off your page and go buy them beer and pizza instead.
  • Contests and Freebies are bad for your page. There are 2 kinds of people in the world. Those with no time and lots of money and those with no money and lots of time. Which do you want your customers to be? If you picked the first then you have already answered this question. If you have a big giveaway where anybody can have a chance to win by running around town taking Instagram photos, tagging them and posting to your Facebook page. Which kind of people do you think will participate the most? Yes, the second type. The first type “your choice” is motivated by quality content, good service, consistent posting. Go ahead and have a big promotional event on social media. It is great for brand building and launching events and products. Just don’t have people Like your page as part of it. Trust me you want them to flit away after because I guarantee when you offer then next free thing, they will return. No sense having them camped out on your page just waiting.
  • Know  your demographic, you may think you know your customer, but do you really? I find all too often that clients want to prejudge who is their target market. And as a starting point that is o.k. but without ongoing review of the data and continually looking for new avenues to existing customers or create new opportunities (growth hacking) you will not be making the most of your effort and money. Case study:

The graphs below represented different views of a Hong Kong Pub’s demographic. The top graph looks like a Pub might. Heavy on on males skewing upward toward a nice pint of lager.

TGT FB Demo Jan 2015

This second graph shows who saw the posts most and it is clear that the women are far more represented than the Fan demographics would suggest.

TGT FB Reached Jan 2015

The third graph show the Fans that engaged with the posts (Like, Comment or Share) and the women population still shows strong gains over men.

TGT FB Engaged Jan 2015

Lastly we see the most impressive. Checkins are the holy grail of Facebook and Women are champs.

TGT FB Checkins Dec 2014

Summary:

Quality of Fans is more important than ever. The cost of marketing makes targeting the correct demographic critical. Social media for business has never been about any Fan for any reason, unfortunately too many poorly skilled or unscrupulous “social media experts” managed to convince many it was. Now is the time to focus and this is a good thing. Your Fans/ customers deserve your attention and in return will reward you.

Much success,

Doug

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