Every brand wants to have a large, loyal, and engaged following on social media. It’s critical in today’s uber connected world. But even if you have that, you also sometimes need to extend your reach to make sure the right messages are being seen by the right people at the right time.
Doing so, however, means putting a little money behind your messages (re: Twitter ad campaigns). But how can you make sure that you’re not just throwing money into the wind? The answer to that question is the exact reason why we built Sysomos Optimize, one of the newest additions to the Sysomos portfolio. What does it do? It helps you boost paid social ad campaigns on Twitter by helping you pull and execute against highly targeted audience lists.
Today I’m going to show you just how easy this can be. And for our example, I’ll use a fictitious company that makes hot sauce for chicken wings. With the Super Bowl just over a week away, what better time to put some promotion behind it?
Finding Audiences Based On How They Self Identify
The first step is identifying who you want to get your message in front of. For me: I want my campaign to have a Super Bowl focus – people who really appreciate a solid hot sauce, people that I know will be watching the game. Using Optimize’s bio search feature, I can do this by searching for people who mention they are both a “foodie” and a “football” fan in their public Twitter bio.
In seconds I’m given 500 sample accounts that I can look through and make sure they seem like the right people that would be responsive to my campaign. If I don’t think they’re right, I can easily change my query to continue to narrow my search. But – I like the look of this list, so I’m going to request the full list for use in my campaign. And since I want to get my tweets in front of as many people as possible, I’m going to request a list of 400,000 (but I could go with as few as 10,000).
Easily Grow Your Targeted Audience
If you want to grow your list, Optimize can help you do that too. As seen below, it looks like there weren’t 400,000 people whose Twitter bio matched my search criteria. Only 2,196 did. That’s ok because (through data science), Optimize will harness powerful look-a-like technology to help me find other Twitter users that are similar to those that appeared in my original list.
This time, I’m going to request that my list grows to 1 million people.
After a super short wait, Optimize presents me with a list of similar people that would be likely to like my Super Bowl chicken wing themed tweets. From here, I can upload this list directly to Twitter, where the list will be waiting for me to use when I create my campaign in the Twitter Ads Platform.
Find The Right People Based On What They Talk About
But what about people that may not identify as being foodies, but would still love my hot sauce on their wings at Super Bowl parties? Maybe it’s a good idea to find people who are talking about Super Bowl parties, so I create a complex query using Optimize’s advanced search feature (searches actual tweets).
Looking at the list I get back, there seems to be a lot of verified accounts in my sample (people who unfortunately won’t be likely to engage with my tweets). As much as I’d like the Denver Broncos to enjoy my hot sauce, I have a feeling they’re going to be a little too busy on Super Bowl Sunday. To narrow my search, I use Optimize’s filters to eliminate large verified profiles. I also want to select people who are from the United States (other filter options also available: by gender, authority score and follower count).
After applying filters, I now have a sample list of people that are talking about Super Bowl parties and seem like they would enjoy my hot sauce if they knew about it, so I’m going to request a full list based off of this search.
Dynamically Continue to Enhance Your Audience
This time though, instead of creating a finite list of people as I did above, I’m going to use Optimize’s dynamic list. What is that? A dynamic list will automatically find up to 1 million people that match my search, and after I’ve pushed that list to Twitter, it will continually update my list (daily) based on new people that match the same criteria (for up to 10 days) – seamlessly adding to my audience while my campaign is running.
When finished, I will have three different highly targeted audiences waiting for me when I head over to the Twitter Ad Platform to create my campaigns. Once I begin running my campaigns, I can then use Optimize to track how they are performing and even optimize my targeted audience lists as they run… but I’m going to save those great features for a follow-up blog post.
So what makes Optimize unique? It not only helps me find highly targeted groups of people for my campaigns, it helps me execute with greater precision – instrumental to increasing engagement and ROI. And the best part was, it was all super simple to do.
If you’d like to see just how easy this is, please reach out and contact us. We’d be happy to show you how.