Facebook Updates: Target Your Content to Interests and Demographics!

For less than a month ago, we wrote a blog post summing up all of the major changes made by Facebook during 2012. Today, we will give you yet another update on the explosive Facebook developments relevant to Page Admins controlling brand communities on Facebook. In short, it’s all about targeting.

Know your target groups – and aim directly at them!
In all areas of communication and marketing, knowing your audience and receivers is crucial to be successful. In social media, this is the core of all activities and the aim of all metrics measurements: “How do we write and what do we post in order to get our target group to interact – and how are we performing?” Well, once you have figured out how to target who, these new features on Facebook will be heaven sent.


Taking targeting a step further

Facebook’s geo-targeting feature (location and language) has been around for some time now.

Only available to a few Pages at the moment, the new targeting features will not only include the geographical targeting options, but will also include the following demographic as well as interest targeting options:

– Age
– Gender
– Interested in
– Relationship status
– Education
– Workplace

This creates unique content possibilities to all brands, as you will be able to focus your content directly to a certain segment of your target group. If you are a brand with a diverse user population, you will be able to create content that aims directly at a segment in each of these target groups.

Let’s exemplify it:
Your company sells high quality ice cream and has a target group of 25-40 y/o, as they are more likely to have money to spend on your product. However, the majority of your fan base is 13-18 y/o because your brand identity is very appealing to this age group. These new features will allow you to keep your tone of voice and visual identity, meanwhile targeting more precisely at a specific segment: you are given the opportunity to create content that interacts directly and exclusively with your actual target group. You can post content purely targeting single women age 25-30, the next day a post that only targets those of your fans who have en interest in football – or you could do both on the same day, meanwhile still posting the regular content that appeals to the greater fan base.

Basically, you will be able to interact directly with all of your users – but through separate pieces of content to separate segments of your target group.

What will it look like?
The following photos are from a guide Facebook has sent out to some Page Admins, so this is presumably what we are looking forward to:

 

How would you utilise these new features once they are released?

 

Photo source:

www.insidefacebook.com

www.facebook.com/FacebookPages

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.