Audience Manager in Connect

Overview

Audience Manager allows you to quickly and effortlessly combine filter options of user profiles, social relationships and user behaviours to create highly personalised audiences which improve the relevancy and performance of your Twitter Ads. The more refined the targeting of your audience is, the more relevant your campaigns will be and the more likely you are to generate leads.

These audiences can also be uploaded into our Audiense Insights dashboard to create Insights reports for your audiences to identify Social Consumer Segmentation and other useful insights (dependent on your plan). If in doubt, please get in touch with our support team via the help button below.

Create an audience using your Audience Manager in Connect

Select Audience Manager from the Audience drop-down menu on the top menu bar.

Alternatively, click on the default (+) create a Twitter audience panel in the audiences section of your homepage.

 

There are 2 types of audiences that you can build in your Audience Manager:

• Static audiences are only modified if you manually add or remove users from that audience, as this provides a historic audience (those who follow an account, those who describe themselves with specific Biokeywords, those who are within an age range or gender, located somewhere, have a specific interest,  have a personality trait, and so on... (criteria is explained further below).
• Periodic audiences are modified automatically to add new people that match the criteria set during the creation of the audience (similar to static, but will add people based on your criteria selection on a weekly basis).

Create a Static audience 

(Similar steps for Periodic audiences, once you select that option)

Watch this video:

To create a static audience, select this from the Audience manager, give the audience a name and set the maximum audience size.

Twitter audiences consume your social contacts so it’s necessary to specify the maximum number of users that can be added to the audience and this limit cannot be more than 80% of your available social contacts. This is to prevent you from suddenly finding yourself in the position, for example, of having no social contacts left after adding a new source.

When setting the max audience size consider how many social contacts you have left and how many you consider necessary for this audience and how specific or refined your criteria will be. If you have many social contacts left in your plan then you can set a limit higher than the expected search result total to make sure you include all the users in the audience.

 

You can define your criteria to filter down to a particular field in all categories or select a specific category.

 

Twitter profile category fields are:

• Bio – The bio text given in the profile.
• Followers ratio – The ratio of the number of followers to the number of followings.
• Location – The city and/or country location specified by the user in their profile.
• Name – The full name, e.g. Audiense, Steven Smith.
• Number following – The number of other users the user is following.
• Number of followers – The number of followers the user has.
• Number of Twitter lists – The number of lists the user has been added to.
• Privacy – Is the profile protected or public.
• Profile link – Does the profile specify a URL or not.
• Profile picture – Does the profile use a customised profile picture as an avatar or the default avatar.
• Time zone – Time zone of the user.
• URL – The URL the user specified in the profile.
• Username – A username, e.g. @Audiense, @ssmith.
• Verified status – Is the account verified or not.

Behaviour category fields are:

• Last Tweet recency – The time since the user last Tweeted. Use the slider to select the time period.
• Number of Tweets count – The total number of Tweets sent by the user.
• Tweets per day – The number of Tweets per day.

Location category fields are:

• Location – The normalised location of the user, based on their Twitter profile location and time zone, but determined in-house by Audiense in order to resolve ambiguities which may arise between, for example, Córdoba in Spain, Argentina or Colombia, or the need to contemplate many similar terms, such as ‘New York City’, ‘New York’, ‘NY’, ‘NYC’, ‘The Big Apple.’ To view our list of countries, and the regions in which they are mapped, please refer to this spreadsheet. 

Interests:

Based on who a user follows, the content they tweet and engage with and bio information.

Interest Category fields are:

• Art and entertainment 
• Automotive and vehicles 
• Business and industrial 
• Careers 
• Education 
• Family and parenting 
• Finance 
• Food and drink 
• Health and fitness 
• hobbies and interests 
• Home and garden 
• News 
• Pets 
• Real estate 
• Science 
• Shopping 
• Society 
• Sports 
• Style and fashion 
• Technology and computing 
• Travel 

Demographics category fields are:

• Entity type – The user profile is associated with a person or as corporate.
• Gender – Did the user specify a gender and if so is the profile associated with male, female, or unknown gender.
• Language – Did the user specify a language and if so which. Tweets are not necessarily in the same language the user defined.

Relationships category fields are:

• Does not follow these accounts – Users who do not follow @xxxx account.
• Followed by these accounts – Users followed by @xxxx account.
• Follows any of these accounts – Followers of @xxxx account.
• Is not followed by these accounts – Users who are not followed by @xxxx account.
  
  • Audiense automatically adds the @ to the input data if you don’t add it manually.

Personality insights with Watson category fields are:

• Achievement-striving – Driven or content.
• Activity level – Energetic or laid-back.
• Adventurousness – Adventurous or consistent.
• Agreeableness is a person’s tendency to be compassionate and cooperative toward others.
• Altruism – Altruistic or self-focused.
• Anger – Fiery or mild-tempered.
• Anxiety – Prone to worry or self-assured.
• Artistic interests – Appreciative of art or unconcerned with art.
• Assertiveness – Assertive or demure.
• Cautiousness – Deliberate or bold.
• Challenge – Has an urge to achieve, to succeed, and to take on challenges.
• Cheerfulness – Cheerful or solemn.
• Closeness – Relish being connected to family and setting up a home.
• Conscientiousness is a person’s tendency to act in an organised or thoughtful way.
• Conservation – Tradition – emphasise self-restriction, order, and resistance to change.
• Cooperation – Accommodating or contrary.
• Curiosity – Has a desire to discover, find out, and grow.
• Depression – Melancholy or content.
• Dutifulness – Dutiful or carefree.
• Emotionality – Emotionally aware or dispassionate.
• Excitement – Want to get out there and live life, have upbeat emotions, and want to have fun.
• Excitement-seeking – Excitement-seeking or calm-seeking.
• Extraversion is a person’s tendency to seek stimulation in the company of others.
• Friendliness – Outgoing or reserved.
• Gregariousness – Sociable or independent.
• Harmony – Appreciate other people, their viewpoints, and their feelings.
• Hedonism – Taking pleasure in life – seek pleasure and sensuous gratification for themselves.
• Ideal – Desire perfection and a sense of community.
• Imagination – Imaginative or down-to-earth.
• Immoderation – Hedonistic or self-controlled.
• Intellect – Philosophical or concrete.
• Less likely to respond
• Liberalism – Authority-challenging or respectful of authority.
• Liberty – Has a desire for fashion and new things, as well as the need for escape.
• Likely to Retweet
• Love – Enjoy social contact, whether one-to-one or one-to-many. Any brand that is involved in bringing people together taps this need.
• Modesty – Modest or proud.
• Morality – Uncompromising or compromising.
• More likely to respond
• More likely to respond to marketing campaigns
• More likely to respond to targeted advertising
• Neuroticism, or Emotional Range, is the extent to which a person’s emotions are sensitive to the person’s environment.
• Openness is the extent to which a person is open to experiencing a variety of activities.
• Openness to change – Excitement – emphasise independent action, thought, and feeling, as well as a readiness for new experiences.
• Orderliness – Organised or unstructured.
• Practicality – Have a desire to get the job done, a desire for skill and efficiency, which can include physical expression and experience.
• Reads about the environment
• Reads about work
• Self-consciousness – Self-conscious or confident.
• Self-discipline – Persistent or intermittent.
• Self-enhancement – Achieving success – seek personal success for themselves.
• Self-expression – Enjoy discovering and asserting their own identities.
• Self-transcendence – Helping others – show concern for the welfare and interests of others.
• Shows brand preference
• Stability – Seek equivalence in the physical world. They favour the sensible, the tried and tested.
• Structure – Exhibit groundedness and a desire to hold things together. They need things to be well organised and under control.
• Sympathy – Empathetic or hard-hearted.
• Trust – Trusting of others or cautious of others.
• Vulnerability – Susceptible to stress or calm under pressure.

 

How to use 'Define your Criteria':

Select the field and then the condition that the selected field must satisfy.

 

The conditions vary depending on the previous field you chose, e.g. if the field is numerical the conditions are:

 

For example, let’s create an audience of users whose location is ‘London’ and have ‘marketing’ and ‘social’ in their bio. 

Be careful not to use too wide a criteria. This search could easily return more than 40 000 users, and if you have only specified 1000 as the max audience size you will not see all the users. If you’re searching for influential users then add another filter, such as followers ratio or Tweets per day, until you have a more refined audience.

 

Use the OR button to add more expressions to your query to create the perfectly refined audience. You can easily remove whole expressions or individual conditions by clicking remove expression or the remove bin icon respectively.

 

As another example, let’s define our audience as those users who follow @aartiles24 but who are also influential and have a followers ratio (followers/following) greater than 2, i.e. they have at least twice as many followers as people they follow and are therefore quite influential:

And:

 

Within any audience or community, you can easily identify the most active or popular users using the search and sidebar filters, and audience manager. These tools allow you to filter for users with the highest activity or the most followers, helping you pinpoint key influencers and active participants within your audience. Read more about these filters here.

 

OPTIONAL. Connect the audience to Twitter Ads. Select the Twitter Ads account using the drop-down menu. Ensure the account you select is active and has valid funds available.

If you don’t connect it here you can easily connect the audience with Twitter Ads from the homepage.