Faced with the success of the first edition, Wake up your audience, on Thursday, June 7, at the Delaville Café, the second session captured the attention of forty people working in social media. This welcoming meeting allowed Rémi Douine, Founder of The Metrics Factory, to share the challenges of audience planning.
“Your audience is only worth it if it is engaged”
Managing the quality of audiences is closely linked to the measurement of its commitment. It's what shapes The Metrics Factory's DNA. Social networks, like Facebook, have become media where users spend their time consuming content, and engaging in the brand experience. The challenge for brands today is to build this commitment. To build brand awareness and preference in the digital age, Rémi Douine presented 4 audience planning challenges:
Priority to brand targets... and rethink your buying patterns and building digital plans... @themetricsfactory #WUYA pic.twitter.com/1qcpicN5yx
— Ruhlmann (@nruhlmann) June 7, 2018
Rethinking BuyingDigital technology is now creating contact points that people can spend up to 6 hours a day on. Mediatization on social media, on the other hand, offers multiple choices to achieve an objective. In order to optimize the reputation or the preference of a brand, you must always think about one essential element above all: reaching good audiences. With an increasingly active digital audience, the number of people engaged has become greater than the number of those reached. It is therefore not a question of covering the broadest possible target, but of reaching the most relevant audience. “Social networks no longer serve me to achieve an objective but serve me to achieve an objective but serve me to work on the exhibition on these elements”, summarizes Rémi Douine.Rethinking audiences
“Audience planning means understanding all the audiences that can be activated in order to put them at the service of your communication goals”
#wuya Simple but not so obvious idea of @watariu : Define audiences that actually exist on the platforms in advance #audienceplanning
— Justin Poncet (@jstn1) June 7, 2018
Try not to search the web for the housewife under 50 but for the person who has just interacted with a piece of content. The digital audience itself has its digital characteristics. In fact, digital technology has also established a space where Internet users can behave completely freely. It is possible to identify audiences according to segments with different characteristics based on socio-demos, behaviors, interests and uses. And, today, there are tools that allow us to understand an audience through the analysis of this data.Rethinking the scheduleAudience planning means building an activation calendar based on an audience and an objective. Thus, it is not mandatory to plan an editorial line according to dates or to force publications to comply with current events. It is essential to attach such serious importance to setting an audience and a goal behind a post.Rethinking steeringTo manage, you have to go back to basics: was the target well covered by the campaign and at what level was the message received by this target? Thanks to monitoring KPIs, we will be able to assess this effectiveness. “Measuring the performance of audience planning means ensuring target coverage and the quality of reception.”
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