Original subtitles

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OK so you've got your Facebook page set up which is fantastic.

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And that's not going to give you access to the audience insights to.

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Great piquancy.

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Audience insights now how do you get this just depends on how your Facebook is set up.

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So it's kind of difficult for me to give you a complete one stop shop on how to get this place but basically

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just either look up in the menu you might have a top menu looks like this with your ads manager audiences.

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Audience insites this kind of thing.

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Or it might be on your personal page or maybe just type audience insights into the search bar.

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Either way you're going to find it pretty quickly.

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OK.

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And you're going to land on a page that looks like this.

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And essentially what it is is a massive search engine of everybody on Facebook if you like.

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And what we have down here on the left hand side is a column where we can put in all kinds of criteria

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so we got location legal age and gender.

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We call interes connections and pages we can leave that for the moment is these three women you really

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want to focus on right here on the right hand side is basically giving us the results.

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So let me give a quick demo location.

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United States.

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All right.

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So remember when we were thinking about customer Avatar we were thinking about age and gender and likes

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and all this kind of stuff.

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So here I've chosen United States just for the moment I could put UK or Australia or whatever I'm looking

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for.

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I'll stick with the United States age.

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For the moment are chosen 18 to any and gender are just chosen.

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All right.

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Now imagine I'm I've got that piece of jewelry that dog jewelry that we've been that I've been looking

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at with you and I want to see what sort of people I can target on Facebook.

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So in the interest here I can just simply type jewelry selected.

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And over here this information is now updated.

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MACKESY straight straightaway that 72 percent of them are women 28 percent of them are men and I can

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see the age groups which are you know mostly interacting with jewelry the general huge category of jewelry.

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So 26 percent of them that's the major one of between 25 and 34 and so on and so forth you can see that

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hopefully quite easily.

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Now this is part of this audience insight.

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Is a huge amount of information and it's quite fun to go through it all.

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But frankly I find some of it perhaps of limited interest limited use but you might be different.

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If I scroll down a bit here I've got things like lifestyle.

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Apparently 3 percent of them are rural parents this kind of stuff their education level their relationship

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status their job titles.

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You know I don't find this particularly useful.

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You may find a use for it now.

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The thing that I do find incredibly useful is this part here.

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Page Likes For Click click on page likes.

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It's starting to tell me straightaway sourcecode are a bit quicker if I just come down to hear the the

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most popular pages on Facebook that relate to jewelry that people like so we can see here for example

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the mint julep boutique or just fab or inspired So the so we can do is we can target people for example

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who have liked the page inspired silver as you know that's basically somebody saying yes I'm interested

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in jewelry now.

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What I can do is well obviously is if I just come back to demographics I might want to now just focus

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on women on women.

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All right.

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So there we go.

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The men have disappeared.

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And I said to you before I would generally focus in my example on women aged 30 and above.

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So now we start to see the demographics changes maybe the page likes now are different because we're

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looking at a you know 30 plus as opposed to all women.

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So if I scroll down here now.

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Yeah we've got some different stuff in here.

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We got what is it 12 tomatoes I don't even know what that is tip hero by the way if you click on any

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of these it's going to take you to the page to the Facebook page you can see exactly what it's like.

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If I start to click on some of these other ones here location and I talk about your being location dependent.

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You know there's not much to be said there.

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And as we go through here I mean it's just not what's available.

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But you know frequency of activities devices that users use We've got things like household income and

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it goes on and on and on.

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Personally I focus on the demographics and the page likes.

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Now just to sort of you know perhaps take another interest let's just go back here to all ages.

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I just want to just pick another interest just to illustrate the point a bit more.

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Let's say you're in the skiing business.

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All right let's take an alpine skiing click and demographics and

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sure enough.

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We've got a nice sort of fairly even spread between men and women who ski 50 percent 56 percent of women

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44 percent of men click on here on page links.

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And you know what have I got I've got.

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OK.

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Lindsey Vonn is risky.

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That's the big famous name that you know so people are liking Lindsey Vonn which demonstrates they are

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skills we might want to target those people the U.S. ski team.

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Michael Phelps the swimmer I'm not sure what he's doing in there anyway.

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You start to get a feel for how this page can spark off ideas of what people are interested in and therefore

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how to target them.

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All right.

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I'll see you in the next lecture.