Psychographic

Psychographic Targeting Unhinged: Influencers & Outreach

 

Media Influencer Personalities
The reporters discussed above are mentioned as potential product consumers. They often travel as part of their jobs. However, media types are also important influencers because, obviously, they are in a position to blog, write articles, review and highlight things on morning shows and trade-specific cable shows. We cannot emphasize the importance of this enough.

Start with the list of columnists, journalists, assignment editors, radio personalities and other job titles that represent media influencers. This bucket is a good start, but can scale.

Choose LI groups that these media pros belong to. Again, this is a sampling. There are many more groups for your PPC and/or networking pleasure.

Then choose the publications. We’ve included both travel and mobile-persona specific pubs’ in this bucket, like Travel Channel International and China International Business Magazine, as well as major news outlets like the Washington Post. Though some publications are out of the traveler/mobile persona bucket, they’re included here because we want to communicate the power of this targeting method.

Most marketers don’t understand that inventory to influence users (the media) is also targetable in Facebook, also layered with specific publications. This is so powerful.

#Reporter, reporter, #Columnist, columnist, reviewer, #Editor-at-Large, assistant editor, editor at large, editor in chief, #Editor-in-chief, #Contributing editor, executive editor, electronic news gathering editor, managing editor, senior editor, freelance writer editor, morning show host, #Writer, editor, writer, assignment editor, contributing editor, contributing writer, radio host, #Op-ed, news reporter, business reporter, desk reporter, freelance reporter, professionel reporter, managing editors or television host

 

Occupational Influencer Personalities
Media types aren’t the only characters with influence. Blocks of groups and occupations speak to the inside of the travel and hospitality industries. Many of them may not travel. Another way of looking at this is that by choosing this approach, we could target those in a position to influence those who might want to buy a battery charger! We call these meta customers.

The professionals who hold these occupations may well influence scores of business travelers and possibly sway them to buy a travel battery charger. Consider the impact if a senior travel consultant includes a subscription-newsletter review of our product, recommending it to the senior travel consultant’s loyal community of fractional-jet-owning, globe-trotting, Monaco-frequenting business-travel freaks who hate when their cell phones run out of juice. This is an interesting twist on shaping a persona. These are some of the LinkedIn occupations. Scale the targeting by finding the same folks in FB.

There are also assorted LinkedIn groups that comprise travelers of various stripes. LI groups are great PPC inventory and fertile places to find relevant conversations. Some of these groups may also include individuals who are influencers. Some appear to be bloggers, travel agency owners and curators of regional networks.

International Outreach Organization Personalities
Yep, Doctors Without Borders volunteers probably hit the road, as do the others in this bucket. American Red Cross Volunteers probably travel and get out in the field away from electrical outlets.

#Peace Corps, #National Peace Corps Association, doctors without borders, usa doctors without borders, doctors without borders refugee camp in heart city, red cross volunteer, american red cross volunteer, red cross or volunteer, #Air National Guard, #United Nations Volunteers, #Voluntary Service Overseas, #European Voluntary Service, #National Guard of the United States, #United States Air Force Basic Military Training, #UN Women, #SOS Children’s Villages

Youth Hostels & Foreign-Exchange Student Personalities
There are no chargers on bicycles. International youth hostel interests seem like a great fit for our traveler persona. So does study abroad.

Convention Center Interest Personalities
This is a super fun bucket for our traveler profiles. Little explanation is necessary.

#Convention center, #McAllen Convention Center, #SMX Convention Center, #Jakarta Convention Center, #Oregon Convention Center, #Dallas Convention Center, #Anhembi Convention Center, #Oslofjord Convention Center, #Colorado Convention Center, #Cox Convention Center, #Philippine International Convention Center, #Gaylord Opryland Resort & Convention Center, #Gaylord Texan Resort Hotel & Convention Center, #Gaylord National Resort & Convention Center, #Gaylord Palms Resort & Convention Center, #Los Angeles Convention Center, #COEX Convention & Exhibition Center, #Rabobank Theater and Convention Center, #Anaheim Convention Center, #Fairfield Arts & Convention Center, #Roanoke Civic Center, #Miami Beach Convention Center, #Sheraton Buenos Aires Hotel & Convention Center, #Long Beach Convention and Entertainment Center, #George R. Brown Convention Center, #Beckley-Raleigh County Convention Center, #Myrtle Beach Convention Center, #Palm Beach County Convention Center, #Prairie Capital Convention Center, #Sacramento Convention Center Complex, #Orange County Convention Center, #Greater Columbus Convention Center, st charles convention center, #San Diego Convention Center, #DeVos Place Convention Center, #Duluth Entertainment Convention Center, #David L. Lawrence Convention Center, #Walter E. Washington Convention Center, sioux falls convention center, hotel convention center, #Rhode Island Convention Center, #Indiana Convention Center, #Jacob K. Javits Convention Center, #Knoxville Convention Center, knoxville convention center, #Las Vegas Convention Center, lodge convention center, #New Orleans Morial Convention Center, mcallen convention center, ms coast coliseum convention center, #Queen Sirikit National Convention Center, #Puerto Rico Convention Center, #Phoenix Convention Center, redding convention center, #Tulsa Convention Center, wildwoods convention center

Now is a great time to discuss the LinkedIn/Facebook “Where are the business people?” debate. Above, there were over a quarter of a million convention center interests. Now have a look at how many of them are NOT hanging out in LinkedIn groups. Obviously, LinkedIn is not the only place for business folks.

NCAA Tournament Personalities
This pot of gold can be layered with the broad traveler persona. You can additionally cull targets down to schools that are in an NCAA tournament at the time. Obviously this inventory can be mapped to numerous channels.

#NCAA Men’s Swimming and Diving Championships, #NCAA Women’s Swimming and Diving Championships, #NCAA Women’s Golf Championship, #NCAA Women’s Cross Country Championship, #NCAA Rifle Championship, #NCAA Men’s Volleyball #NCAA Men’s Swimming and Diving Championships, #NCAA Women’s Swimming and Diving Championships, #NCAA Women’s Golf Championship, #NCAA Women’s Cross Country Championship, #NCAA Rifle Championship, #NCAA Men’s Volleyball Championship, #NCAA Men’s Cross Country Championship, #NCAA Wrestling Team, Championship, #NCAA Division I Men’s Golf Championships, #NCAA Men’s Outdoor Track and Field Championship, #NCAA Women’s Soccer Championship, ncaa athlete, #NCAA Men’s Division I Basketball Championship, #NCAA Men’s Ice Hockey Championship, #NCAA Division I Football Championship

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11 Comments

  1. re targeting on July 2, 2012 at 3:39 pm

    Retargeting is awesome, and just like you said the strategy can and is used for email. Now, what’s recently evolving is Search Retargeting. Where you can target based off of search query, which means users don’t even need to land on your site/page!

  2. Barry Tubwell on July 4, 2012 at 8:19 pm

    Over the top, outstanding post Marty. Posts like this on aimclear is the reason I follow your twitter, facebook page and the blog its self. Thanks a ton.

  3. Kath Dawson on July 30, 2012 at 12:02 pm

    Marty this is fascinating stuff! I have thoroughly enjoyed digging into this and repeating some of your searches to test that I am doing the right thing. My Facebook Adcreator give me “audience” rather than “estimated reach” and while some of the numbers I get are very similar to your others are way less. Am I doing something wrong or could there be a different explanation as to the discrepancy?

    Now I want to see how I can use your process for persona research on other sectors that are not nearly as interesting as the one you have described, wish me luck!!

  4. Liang Chen on September 14, 2012 at 4:31 am

    Saw your post SEOmoz, and followed through to here. This one is gonna take me weeks to digest, so I will be coming back as often as possible in the next few weeks.

  5. Brian Jensen on January 24, 2013 at 9:36 pm

    Marty, huge kudos to you for this beyond comprehensive resource on psychographic targeting, personas and for exposing the sheer power from utilizing multiple platforms to mine this data. The number and combined reach of the various persona possibilities that you uncovered was staggering to say the least. Innovative, exciting, brilliant, thanks.

  6. Marty Weintraub on January 24, 2013 at 9:41 pm

    Thanks Brian, We’re glad the post resonated.

  7. Warren Whitlock on May 23, 2013 at 7:52 pm

    Finally, a good way to target all the SEO experts who lost there way with the newest Panda update :)

  8. Marty Weintraub on May 23, 2013 at 7:56 pm

    Warren, TOTALLY :)

  9. stephen on September 30, 2013 at 11:16 am

    Great post and information pointing us all the correct direction. Loved you book by the way ‘killer facebook ads’ :)

  10. Eric Scism on October 17, 2013 at 6:02 pm

    Absolutely incredible. I came here to check some demographic targeting info for a retargeting campaign that I was setting up. Now, I’m having to completely re-structure/re-think the campaign. Thanks Marty this was absolutely incredible.

  11. Maryan Pelland on November 26, 2013 at 1:10 pm

    When I read, and I read a LOT each day, I tend to skim. An 8 page post usually sends me clicking off to somewhere else. THIS piece had so much useable, understandable, and current info that I read each page, each word, and bookmarked it. I’ve been doing a lot of these things intuitively, but you drew me a road map. Right on.

    https://plus.google.com/+MaryanPelland

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