In our previous tutorial we saw how to export data about our selection of fans into Excel. As you now, with Xeerpa Dashboards you can target very precise groups following criteria such as “fans of Rafael Nadal”, “followers of the Master Chef TV series”, “fans who also follow my competition”, “my most influential fans” or the ones with “the most (or the least) engagement with my brand”.
Because Xeerpa can integrate with your customers’ database (CRM), e-commerce platform or any other source of customer information you may have, you can also combine data in any of these sources to select your target, together with the social information available in Facebook. For example, you could select those fans “who are also VIP customers”, “very influential fans who have purchased a specific product in the past couple of months” or “customers who also follow my competition in the social networks”.
Xeerpa creates very detailed profiles of each of your customers and propspects, with information such as their interests, brands, products and celebrities that they follow, geo-locations, social influence, engagement score, and more.
Let’s see how to create a highly segmented campaign for Facebook in 4 easy steps. Imagine we want to launch an ad for fans who like Rafa Nadal and are also Top Influencers (those with a great number of friends, high activity and high response to it).
Selecting our target
Xeerpa categorises Facebook Likes in over 30 different Interest categories with over 300 subcategories. Under “Sports – Communities – Athletes” we can find Rafael Nadal, and all we need to do is click on it to add it to the filter bar.
We could filter by as many items as we need, including any brand, product, community, celebrity… We would find any of these items in the appropriate Interest category on the left side of the screen or by using the Like search facility.
Navigating to the Profiles section we can find the group of people within our community of fans who match the specified criteria, all targets for our campaign:
We may also want to apply further filtering: For example by age, gender or fan value (Gold, Silver, Bronze and Black medals). We could also select Top Influential fans only, or fans with a high engagement with my brand. It is possible to exclude promo-hunter fans as well, just by selecting the option in the filter bar.
For our campaign, let’s maximise our ROI by clicking on the yellow star to select only Top Influencer fans, because we would like them to spread a positive message about our brand and promotion to their large circle of friends.
Exporting the selection
Once we have found our target for our Facebook campaign all we need to do is click on the envelope to “Send To Facebook Custom Audiences”. An export file designed to be imported into Facebook Custom Audiences will be downloaded to your computer or tablet.
Loading the selection into Facebook Custom Audiences
Open up Facebook’s Power Editor and create a new audience by selecting Audiences > Create Audience. Enter a name for this audience we are creating and select the file we have created in Xeerpa in step 2. The file contains the Facebook Ids of our target audience, so let’s select UIDs as Type. Click on Create.
Now that we have configured our audience, we can link it to our campaign. A very interesting option, to be explored in a future blog post, is the Lookalike Audiences feature offered by Facebook, where it finds “clones” or people with a similar profile to the ones we have selected, so we can increase the potential reach of our campaign.
Linking our audience to our campaign
Still in Power Editor, to the left, we will find our existing capaings (or we can create a new one). For our campaign with Rafael Nadal, we created a campaign called “Masters Cup 2013”.
Under the Audiences option, we can select the target audience we just created in step 3.
And that’s it, it’s that easy. In under 5 minutes we have created a campaign targetting very influential people who are fans of Rafel Nadal. Only them will see this highly precise ad.
Similar results can also be achieved by using the Ads manager.
