Joe’s Plumbing: Learning to Use Facebook Audience Insights Background You are a
ID: 376440 • Letter: J
Question
Joe’s Plumbing: Learning to Use Facebook Audience Insights
Background
You are a newly hired marketing intern for Joe’s Plumbing. Your boss comes to you and says, “We need to increase our presence on social media, but I don’t even know
what kind of customers we want to focus on. How do we figure that out?” Lucky for you, you were just talking with your brother-in-law at a barbecue last week; he works in social media marketing and he said that using Facebook Audience Insights is the way to get started with understanding your target customer. “We should use Facebook Audience Insights!” you tell your boss. “Brilliant! Go ahead and do that.” You are so excited to finally be able to prove yourself! This is your chance, but first, you need to figure out what this Audience Insights thing is all about.
What is “Facebook Audience Insights”?
What is “Audience Insights?” Good question. It is a tool built into Facebook that allows you to break all of their users down into segments based on things like
demographic info, interests, income levels etc. These segments will become an “audience.” You can then use the tool to learn more about your audience’s behavior
and, of course, you can use Facebook to send ads directly to this audience This allows you to be much more targeted in your marketing so you can focus your
spending on your ideal customers instead of wasting money advertising to others that aren’t likely to be interested in your product.
Project Scope for this Assignment
The goal of this activity is for you to learn to use the Audience Insights tool to gain a thorough understanding of who your target customer is.
For this assignment you’ll be learning first-hand how to use this tool to help abusiness by building a tool for a hypothetical local plumbing company called Joe’s Plumbing (Your instructor may choose to have you use a local business that wants help with marketing and is willing to allow you to access the admin of their Facebook page).
You will first help this business identify their target market by answering some questions about their ideal customer. Then you will use this information to create an audience using Facebook’s “Audience Insights” tool. After you have created this audience, you will look at the data about this audience and use this data to answer questions about your audience.
Let’s dive in and make an audience based on our ideal customer. Once we make our audience, we’ll use Audience Insights to find out more about our
customer.
A. Identifying your target customer
Joe's Plumbing provides plumbing services to people's homes (fixing leaky pipes, installing bathroom fixtures etc.), so we will need to think about what kind of people are in search of these services. Understanding the customer helps you know where to reach that customer and allows you to craft content that appeals to your customer.
Consider the questions below as if you were a customer that has a plumbing problem in your home. Keep that problem in mind as you answer the questions below. There could be many different answers to most of these questions. The point is for you to learn to think like a customer. After answering these questions, proceed to section B of this document to use your answers to create an audience for your business using the “Audience Insights” tool on Facebook.
Where would I look to buy home plumbing services?
How would I find out more information about plumbing services?
What problems would I be trying to solve by hiring a plumber?
What questions will I have about Joe's Plumbing's services?
Who am I? Student, professional, stay-at-home parent? List all that apply.
What are my plumbing needs?
How will the service help me fulfill these needs?
How old am I?
What’s my gender?
What’s my household income?
Where do I live? (Example: House or Apartment, suburbs or city etc.)
What are my hobbies?
What types of media do I often use (TV, magazines, books, apps, websites,
email)? List all that apply.
How often do I go online and what sites do I visit?
What social media platforms do I use (if any)?
Do I have a mobile phone?
What games do I play? (Ex: Board games, video games, computer games)
Where do I get my news (Online, Newspaper, Television)?
What movies do I watch? Where do I watch them? (TV, online, theatre etc.)
Where will I find the business? (ex. google search results, phonebook listing, billboards, etc.)
Explanation / Answer
Target Customer:
Where would I look to buy home plumbing services?
Contact neighbor shop, check on internet.
How would I find out more information about plumbing services?
Online, with help of internet. Social Media Sites. Ask Friends.
What problems would I be trying to solve by hiring a plumber?
Fix leaking Pipes. Solve plumbing issues of my building.
What questions will I have about Joe's Plumbing's services?
Fees they charge. Time they take. Service Quality.
Who am I? Student, professional, stay-at-home parent? List all that apply.
I am Professional.
What are my plumbing needs?
Fix leaking pipes of my home.
How will the service help me fulfill these needs?
It will be quick. It will cost me less.
How old am I?
27
What’s my gender?
Male
What’s my household income?
100,000$ annually
Where do I live? (Example: House or Apartment, suburbs or city etc.)
House
What are my hobbies?
Reading Books
What types of media do I often use (TV, magazines, books, apps, websites,
email)? List all that apply.
TV, Websites
How often do I go online and what sites do I visit?
Quite often. Social Media sites like Facebook
What social media platforms do I use (if any)?
Do I have a mobile phone?
Yes
What games do I play? (Ex: Board games, video games, computer games)
Computer Games
Where do I get my news (Online, Newspaper, Television)?
Online
What movies do I watch? Where do I watch them? (TV, online, theatre etc.)
Online, TV
Where will I find the business? (ex. google search results, phonebook listing, billboards, etc.)
Google search results
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