Audience Research: Tools, Tactics, and Techniques

AudienceResearchTools,Tactics,andTechniques

PreparedbyLogicalMarketingFebruary2016

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WhoamI?

LogicalMarketingisadata-drivenmarketingagencyfocusedonaudience-centricbookandauthormarketing.Weprovidedata,research,andinsightstoourclientstoinformandguidetheirpublishingefforts.Ourproductsandservicesarespecificallydesignedforthepublishingindustryandforpublishingbudgets.

Learnmoreat:www.Logical-Marketing.com

AboutTheLogicalMarketingAgency

MikeShatzkin@MikeShatzkin

PeterMcCarthy@PeterMcCarthy

JessJohns@JustJessJohns

FoundersandPrincipals

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Let’sdivein!

Source:http://cdn.chiefmartec.com/wp-content/uploads/2015/01/marketing_technology_jan2015.png

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Nope.Let’sstarthere.

Itisacapitalmistaketotheorize

beforeonehasdata.Insensiblyone

beginstotwistfactstosuittheories,

insteadoftheoriestosuitfacts.

–SherlockHolmes,

AScandalinBohemia

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Understandingtheaudience…

•  Demographics:Whoarethey?

–  Location,gender,ethnicity,incomelevel,educationlevel,maritalstatus,profession,familymakeup

•  Psychographics:Howdotheythink?

–  Whatdotheylike,love,dislike?Dotheyhavestrongbeliefs,opinions,orcauses?Howdotheydescribewhattheywant?

•  Behaviors:Whatdotheydo?

–  Howtheyspendtheirtime?Withwhoandwhere?

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…usingtools…

Source:www.SmithsonianMag.com

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…toidentifyandreachthemostofthemostrightpeople.

Byformingandactingonhypothesesaboutwho,what,when,where,how…

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MR.GEEK INTHESTUDY,ONGOOGLE,ONiBOOKS

WITHANiPADAND

GREEKGODS...

GEEK,JR.PRIORTOACCOMPLICE’S

BEDTIME

Andsometimeswhy(seeaccomplice).

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Anote…

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Ourkeytool:Chrome.

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THESUBJECTANDTHEGOALTheThingorThingsWeArePromoting

TheOutcome(s)We’reSeeking

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TheSubject:SherlockHolmes

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TheSherlockHolmesworksofSirArthurConanDoyle

Novels•  AStudyinScarlet(1887)

•  TheSignoftheFour(1890)

•  TheHoundoftheBaskervilles(1901–1902)

•  TheValleyofFear(1914–1915)

ShortStoryAnthologies•  TheAdventuresofSherlockHolmes(1891–1892)

•  TheMemoirsofSherlockHolmes(1892–1893)

•  TheReturnofSherlockHolmes(1903–1904)

•  HisLastBow:SomeLaterReminiscencesofSherlockHolmes(1908–1917)

•  TheCase-BookofSherlockHolmes(1921–1927)

Goal:toreachpotentialbookbuyersandconvertthemtobuyers/readers.

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TheGoal:UnderstandingtheCustomerJourney

Discovery

Consideration

Conversion

RelationshipEnsuresatisfaction

Identify,understand,and.reachthemostofthemost.

rightpeople.

Showthemwhattheyare.lookingforifyouhaveit

Tellthemwhyitiswhattheyare.lookingforintheirlanguage

EditorialMarketing

PRSales

EditorialSales

MarketingPR

EditorialSales

Marketing

EditorialMarketing

Author/Brand

Howconsumersfind,engage,decide,andbuy(ornot),andread(ornot)

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SEARCH

SomeFreeAnalysisandResearchTools

•  Google

•  GoogleTrends

•  GoogleAutoPrompts

•  AmazonAutoPrompts

•  Soovle

•  ÜberSuggest

•  KeywordTool.io

•  GoogleAdwords

•  SEMRush

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“Data!Data!Data!”hecriedimpatiently.“Ican'tmakebrickswithoutclay.”

–SherlockHolmes,

TheAdventureoftheCopperBeeches

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GoogleSearch

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Showsusveryquicklywhatisouttherethatisbigenoughtomatter.

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GoogleTrends

We’llcheckGoogleTrends….“Sherlockholmesbooks”,“Sherlockholmesstories”,andThecompleteSherlockHolmes(Novel).

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Data:GoogleSearchVolume,2004-Present

Comparingsearchvolumeoftermsandentities.

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GoogleTrends

Lookingatregionalhotspots.

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Regionaldataisindexedtoreflect“popularity.”Forexample,usersintheSingaporeandtheUnitedStateshavethesamesearch“score”becausethey'reequallylikelytoseesearchesforagiventitlecomingfromtheirpopulation.

However,theymaynothavethesamenumberoftotalsearchesfortheterm.

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GoogleTrends

Whichmaydifferwithinanauthor’sworks.

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GoogleTrends

Helpingto“aim”ourefforts.

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GoogleTrends

•  We’recuriouswhichofthesenovelsenjoysthemostsearchvolumeinGoogle.

Comparingsearchvolumeforentities.

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GoogleTrends

•  Wheredothesesearcherslive?

Regionality–drillingin.

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GoogleTrends

Regionality–gettinggranular.

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GoogleTrends

Regionality–verygranular.

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GoogleTrends

Comparingagainstacategorybaseline.“sherlockholmes”searchtermagainstBooks&Literaturebaselinehere.

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GoogleTrends

And,TVShows&Programs

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GoogleTrends

MediaWar!

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GoogleAuto-Prompts+RelatedSearches

•  Googlesuggestssearchtermsthatarerelatedtowhatyoutypedin

•  Thesesuggestionsarebasedonwhatpeoplemostfrequentlysearchfor

•  HelpsusunderstandtheterminologypeopleuseANDwhatthey’remostinterestedin

RefiningandTriangulating

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GoogleRelatedSearches

•  Searchingforsherlockholmes3givesusanothersetofrelatedterms.

•  Turnsout,it’sapossiblenewmovie,butalsorelatedtothe3rdseasonoftheseries.

Anotherleveldown

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•  Searchingforsherlockholmesseriesshowswhatpeoplearemostinterestedin.

•  A4thseason,watchingonline,olderversionsoftheseries,andthecast.

•  Searchingforsherlockholmesbooksexpandsourunderstandingfurther.

•  Peoplewantalistofthebooksinorder.

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GoogleRelatedSearches

Divingintobooktitles

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Wewanttofindingkeywordsforspecifictitles:TheHoundoftheBaskervilles,TheSignoftheFour,andAStudyinScarlet.

Commonthemesappearimmediately:PDF,SparkNotes,summary,quotes,characters…topicsstudentswouldbeinterestedin?

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GoogleAuto-Prompts

Exploratory…

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AmazonAuto-Prompts

Subtledifferences

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Soovle

“One-stopshopping”forauto-prompts.

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Übersuggest

•  ÜbersuggestextendstheusageofGoogleauto-prompts.

•  Thetooltakesyourbaseterm,addsaletteroradigitafterit,andextractssuggestionsforit.

•  Youcanalsogetsuggestionsbasedonshopping,recipes,news,andother“verticalsearchintentions”andresults.

Letter-by-lettersuggestions

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GoogleAdwords

•  GoogleAdwordscomeswithaKeywordPlanner

•  Useittogetharddataforyourkeywordlist

•  Useittogetmorekeywordideas

Moreideasandharddata

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Nowthatyou’vefoundabunchof

keywords,seehowoftenpeople

actuallysearchforthem

Getevenmore

suggestions

YoumustcreateanAdwordsaccountandentercreditcardinformation,butyouDONOTneedtoeverpurchase/runads.

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GoogleAdwords

•  Findouthowoftenpeoplesearchforyourkeywords

•  Enteryourkeywords

•  SelectTargetingoptions

GetSearchVolume

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GoogleAdwords

•  Highnumberofsearches+lowtypicallyoptimal

•  Thecompetitionlevelisintendedforpaidads,butitcanbeausefulindicatorfororganicsearches.

GetSearchVolume

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KeywordTool.io

•  KeywordTool.iocombinesthefunctionofÜberSuggestandGoogle’sKeywordTool.

•  Thepaidversionwillgiveyousuggestionsplussearchvolumeandcompetition.

Bestofboth(foraprice)

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KeywordTool.io

•  KeywordTool.iohasanoptionfor“Questions”

•  OneoftherecentGooglealgorithmupdatesaddedmorefocusonquestionsthatpeopleaskinnaturallanguage,especiallyonmobiledevices

•  Thesearegreatideasforlandingpagesorblogposts

Questions

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Wewouldassumeso!

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WEBSITES

YourOwnandOthers

•  SimilarWeb

•  SEMRush

•  GoogleSimilarPages

•  GoogleSearch

•  GoogleAnalytics

•  GoogleDisplayPlanner

•  BuzzSumo(FreeExtension)

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Whatonemancaninventanothercandiscover.

–SherlockHolmes,

TheAdventureoftheDancingMan

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SimilarWeb

Sherlockian.netshowsuponGooglepage1for“SherlockHolmes”solet’sseewhatwecanfindoutaboutit.

WebsitesBehindtheScenes

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UsingthefreeSimilarWebChromeExtension,wecangetwebsitetrafficdataforonesiteoracomparisonofuptofivesites.

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SimilarWeb

Sherlockian.netvisitorsmostlyliveintheUnitedStates.

VisitorLocations

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SimilarWeb

Wheredotheycomefromandwheredotheygonext?

Booksites.

Referrals

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SimilarWeb

Themajorityofthissite’strafficcomesfromsearch.

Acquisition

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SimilarWeb

Topkeywordsdrivingtothesite.

Search–keywordsandphrases

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SimilarWeb

Thesearesimilarsitesintermsofcontentandrank,andcanbeadditionalsourcesofinformation.

SimilarSites

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SimilarWeb

Basedonothersitestheyvisit.

AudienceInterests

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SEMRush

ThisChromeextensionisanothergreatsourceofinformationaboutanywebsite.

ChromeExtensionSEMRush

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Toporganickeywordssendingtraffictothesite

Organickeywordcompetitorsaregoodplacestoinvestigate

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SEMRush

Wecangetmoredetailsaboutkeywords,traffic,andvolume.

DeeperIntoKeywords

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SEMRush

Acommonquestion:Howpopularisasite?Aretheyworthlookingat?(And,whydotheyrankhigherthanme?!?!)

Thisislargelyoutsidethescopeofthisdiscussion,but…therearelotsofpossibleanswers.LOTS!

Butoneisfrequentlyrelatedtothenumberofbacklinksthesitehas.

Backlinks

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Mozbar

So,how“powerful”isasiteoragivenpage?

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Page&DomainAuthorityinSERP

context.

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GoogleSimilarPages

AnotherChromeextension,GoogleSimilarPages,findssimilarpagestoyourcurrentpage.It’sanothereasywaytodelveintovisitor’sinterestsandfindmorewebsitestoinvestigate.

FindMoreInterests

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GoogleSearch

Don’tforgetaGoogleSearchtofindsimilarpages.

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GoogleAnalytics

Forwhenyouownthesite.

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GoogleAnalytics

Howdidfolksarrive?Where?Andwhatdidtheydo?

55

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GoogleAnalytics

(Afew)searchterms.

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GoogleDisplayPlanner

(Afew)searchterms.

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BuzzSumo(FreeExtension)

What’s“popping?”

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COMMUNITIESWhatpeoplesay

Semantics,sentiment,data

•  Goodreads

•  LibraryThing

•  Amazon

•  Quora

•  Reddit

•  CommonSenseMedia

•  Wikia

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Itistheunofficialforce–theBakerStreetirregulars.

–SherlockHolmes,

TheSignofFour

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Goodreads

RelatedShelves

AGoodSourceof“Whatelsedotheylike”info

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Goodreads

Title-specificinsights:relatedbooks,genres,andlists

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Goodreads

Readerreviews

Discoverhowreaderstalkaboutabook(oracomp),whattheycareabout,andwhatelsetheyconnectitto•  “crime/noir/mystery”•  Historyofcrime•  Forensicanthropologyand

profiling•  Holmesis“multifaceted”

–  Boxer–  Violinplayer–  Chemistryexperiments

•  PatriciaCornwell’sKayScarpetta

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Goodreads

Similarauthors

Whoelsedotheyliketoread?

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Goodreads

Similarauthors

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Goodreads

•  Peoplecreatelistsofbookstheylike

•  IftheylikeSherlockHolmes,whatelsedotheyputontheirlists?

•  Browsearoundanddiscover

Listopia

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Goodreads

•  Haspotentialtohelpusunderstandthemindofthereaderandwhattheyfindimportant

Quotes

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Goodreads

Groups

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Goodreads

Groups

69

Lotsofstufftopokearoundanddiscover…

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LibraryThing

UseLibraryThings’tagsand“tagmashes”inyourinvestigation.

PowerfulTool:Tags

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LibraryThing

•  ThetagsinLibraryThing’ssystemareenteredbyusers

•  Tagmashesaregreatforfindingbroadrelatedareas

•  Relatedsubjectsshowsusmorereaderinterests

Tags,tagmashes,relatedsubjects

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LibraryThing

Discovermanymoreworksthatreadersconsiderrelatedto

sherlockholmesandyoungadult

Tagmash

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LibraryThing

RelatedTagmashes

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GYOURAUDIENCE

7474

LibraryThing

Book-specifictagsandrecommendedtitles

Dev

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7575

LibraryThing

Author-specifictags

Dev

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7676

LibraryThing

Relatedauthors

Dev

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77

AmazonReviews

Insight:peoplemightbeconcernedabouttheageof

thebooks

ASourceofReaderLanguage

77

Comparisontomovie

Dev

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GYOURAUDIENCE

78

AmazonReviews

Lotsofkeywordspepperedthroughout

thisreview

ASourceofReaderLanguage

78

Dev

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GYOURAUDIENCE

7979

Quora

Questions,answers,authorities…

Dev

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8080

Reddit

Oftenesoteric…andjustasoftenquitemeaningful.

Dev

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GYOURAUDIENCE

8181

CommonSenseMedia

CSM,parents,andkids…

Dev

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8282

Wikia

Fans

v

Dev

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8383

SOCIALMEDIA

YourOwnandOthers

•  FollowerWonk

•  DemographicsPro

•  FacebookAudienceInsights

•  FacebookAdInterface

•  TwitterAudienceInsights

•  Pinterest

•  Hashtagify

•  SumoRank

Dev

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8484

He[Holmes]lovedtolieintheverycentreoffivemillionsofpeople,withhisfilamentsstretchingoutandrunningthroughthem,responsivetoeverylittlerumororsuspicionofunsolvedcrime.

–Dr.Watson,

“TheResidentPatient”

Dev

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85

FollowerWonk

•  WithFollowerWonk,wecananalyzeapopular(Followership+Authority)Twitteraccount

•  Thisis@sherlockology,anaccountfocusedontheBBCserieswithalargefollowing

@sherlockology

85

Dev

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86

Followerwonk

@sherlockologyfollowerlocations

86

Dev

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87

Followerwonk

Howfollowersof@sherlockologydescribethemselves

@sherlockology

87

Dev

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GYOURAUDIENCE

8888

Followerwonk

Dev

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GYOURAUDIENCE

8989

DemographicsPro

Notfree,butveryusefulandnotterriblyexpensive.

Dev

elop

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90

FacebookAudienceInsights

ThedemographicsbetweenSherlockHolmesbooks,series,andmoviesareverydifferent.ThesescreensfocusontheinterestsofSherlockHolmesanddetectivefictiontonarrowdowntheaudience.

SherlockHolmes+DetectiveFiction

90

Thisaudienceislikelytobe18-34(“millennial”range)

ToaccessFacebookAudienceInsights,youmustbelogged-intoaFBaccountwithmanagementprivilegesforaFacebookpage.

Dev

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91



91

Lotsofyoungerfamilygroups

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92



92

Commonjobsshowaverageworkingsinglesoryoungfamilies

Dev

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93

FacebookAdManager

93

Dev

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GYOURAUDIENCE

9494

TwitterAudienceInsights

Dev

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GYOURAUDIENCE

9595

TwitterAdManager

Getsuggestionsforrelatedkeywords/hashtagsandTwitterbrands

Dev

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GYOURAUDIENCE

9696

TwitterAdManager

Recommendedkeywords/hashtags

Entera“seed”keywordorphrasetogetsuggestedtermsandhashtagstoexpandyourreach

Dev

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9797

TwitterAdManager

Findrelated@handlesandinfluencers

Dev

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98

Pinterest

•  WithPinterest,wecanfindlongtailkeywords

•  Understandthesemanticrelationshipbetweenterms

•  PinterestusersbuymorethanFacebookusers

SuggestedSearches

98

Dev

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99

Pinterest

Ideas

99

SherlockHolmes

jewelry?Thisonehas473

pins.

Popularrelatedtopics

andtags

Dev

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100

Pinterest

Ideas

100

Art,fanart,drawings…whowouldhavethought?

Dev

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101

Hashtagify

FindRelatedHashtags

101

Investigatefansofthisshowtoo

AnotherSpanishhashtag

Spanishhashtag

Bothebooksandpaperbacksarehere

Dev

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102

Tagboard

FindRelatedHashtags–Cross-network

102

Dev

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103

SumoRank

SumoRankletsuscheckoutthestatsforaFacebookPage.HerewehavethemainpagefortheSherlockBBCseries–ithaslotsofgooddatatoworkwith,beingsopopular.

“AnalyzeWhatWorksBestforaPage”

103

Dev

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104

SumoRank

Whatworksbestfortheaudience?

Inthiscase,it’simageposts.


104

Dev

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edbyTh

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GYOURAUDIENCE

105

SumoRank

ThesefansaremostlikelytoengagewithonapostonSaturday.


105

Dev

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106

SumoRank

PeopleareveryhappyaboutnewepisodereleasesJ


106

Dev

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GYOURAUDIENCE

107107

TECHNIQUE

Asuggestedapproach

Dev

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108108

Getagile

Photo:MariusBugge

HedgehogsareTypeApersonalitieswhobelieveinBigIdeas—ingoverningprinciplesabouttheworldthatbehaveasthoughtheywerephysicallawsandundergirdvirtuallyeveryinteractioninsociety.

Foxes,ontheotherhand,arescrappycreatureswhobelieveinaplethoraoflittleideasandintakingamultitudeofapproachestowardaproblem.Theytendtobemoretolerantofnuance,uncertainty,complexity,anddissentingopinion.Ifhedgehogs

arehunters,alwayslookingoutforthebigkill,thenfoxesaregatherers.

–NateSilver,TheSignalandtheNoise

PreparedbyLogicalMarketingFebruary2016

Thankyouverymuch.Questions?

PeterMcCarthy@PeterMcCarthy

www.logical-marketing.com