Staying focussed on the consumer: how Facebook is taking us beyond the demographic

Crowd Facebook came into Vizeum's Qube this morning to present their view on the world and how it, and we, are being changed by social networking. they described the extent to which the development of the platform is dictated by actual consumer behaviour; they observe and identify the top six consumer behaviours then replicate / develop site usage to facilitate those behaviours.

they had the same advice for advertisers using the platform.  not surprisingly, those brands that add utility and talk to Facebook users on their terms, get more engagement.  with more engagement comes more data, which is where it gets interesting.

in 2002 I wrote a presentation to my then company (Concord) about how and why we – as planners – needed to get beyond the demographic to understand with more granularity the lives, attitudes and behaviours of the people we were targeting.  the answer then was modal targeting with outdoor; out drinking, commuting etc…  what can we assume from where people are what they're doing and thinking.

how the world has changed.

Facebook stats can now tell you how not only how many people enegaged with you and what (claimed ;o) demographic they are, but also what – in real time – their hobbies and interests are…  this may not sound like a massive step but compared to what I had as a planner seven years ago its a significant step.  and I suspect we haven't really scratched the surface…

the data will only get more prolific, more granular.  with this comes the opportunities for harder-working insights and learnings about the people we want to engage with, or more crucially, the people who want to engage with us.

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