An audience is a personalised group of users that you want to analyse and/or target, for example in a Twitter Ads or Direct Message campaign.
Audience Manager allows you to quickly and effortlessly combine filter options of user profiles, social relationships and user activities to create highly personalised audiences which improve the relevancy and performance of your Twitter Ads and DM campaigns. The more refined the targeting of your audience is, the more relevant your campaign will be and the more likely you are to generate leads.
Create an audience from the community wall
You can add all users to an existing audience or create a new audience by selecting add to audience from the all criteria drop-up menu on the community bottom bar. You can see all your audiences in the audiences section of your homepage.
Create an audience using Audience Manager
1. Select Audience Manager from the target 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.
2. In the emerging Audience Manager panel select the audience type to be created; either static audience or dynamic audience.
- A static audience is only modified if you manually add or remove users from that audience.
- A dynamic audience is modified automatically based on rules that you set during the creation of the audience.
Select the audience type using the radio buttons then click next.
If you select static audience read point 3 below.
If you select dynamic audience skip to point 4.
3. To create a static audience first 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.
Now skip to point 5.
4. To create a dynamic audience first give the audience a name and then create the rules that will be used to automatically update that audience.
The rules take the form of triggers. In the future any user who complies with the condition specified in the trigger (and with any optional criteria specified, see point 5 below) is automatically added to the audience.
Select the required trigger, for example, follows this account:
Select the account from the drop-down list and click click the add trigger button. You can add as many different triggers as you like. As you add triggers they appear in the my triggers list. To delete a trigger from the my triggers list, click the (x) icon to the right of that trigger.
The accounts available for the triggers are any of your owned Twitter accounts and any third-party Twitter accounts you have added as a source. You can also choose to add new members of an existing Monitoring. If you select ‘mentions this account’ or ‘sends a direct message to this account’ you also have the option to specify the words used in the message.
Notes for dynamic audiences
Dynamic audiences start with zero users. Users are only added as and when they comply first with one of the triggers and then with any optional criteria that you specify.
If the user is added to the audience based on a trigger and a set of criteria but at a later point the user stops complying with that criteria, the user is not removed from the audience until they again comply with a trigger and with any optional criteria.
Users added to an audience based on follow or unfollow triggers are not immediately added, unless the follow or unfollow is carried out on an owned account. If the account they follow or unfollow is not owned then this action is not reflected until after a synchronisation which may take 24 hours to happen.
5. OPTIONAL for DYNAMIC AUDIENCES. Define the criteria used to create the audience. Click the add criteria drop-down menu to open the categories menu:
You can use the filter 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.
Conversations category fields are:
- Member of monitored conversation – Use the drop-down menu to select a monitoring from the Monitorings you have created.
- Not a member of monitored conversation – Use the drop-down menu to select a Monitoring from the Monitorings you have created.
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.
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. (1)
- Followed by these accounts – Users followed by @xxxx account. (1)
- Follows any of these accounts – Followers of @xxxx account. (1)
- Is not a member of this audience/source – Users who are not members of the specified audience or source which you have added to your account. Third-party accounts added as a source are not available here… use the account fields to refine this audience.
- Is not followed by these accounts – Users who are not followed by @xxxx account. (1)
- Member of this audience/source – Users who are members of the specified audience or source which you have added to your account. Third-party accounts added as a source are not available here… use the account fields to refine this audience.
- Top engagers of this account – Users who have engaged with one of your authenticated accounts. You can define the type of interaction you are interested in: Retweet, reply, mention, like, DM, follow and unfollow. Optionally you can choose an interaction period and/or filter the interactions to specific Tweets (a maximum of five).
(1) Note that you can specify up to 30 accounts and this Twitter user doesn’t necessarily have to belong to one of your accounts or sources. Audiense automatically adds the @ to the input data if you don’t add it manually.
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.’
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:
6. 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.
7. Finally click finish to create the audience. The process of creating the audience may take a while but once it is complete a notification will be sent to you and your new audience will appear in the audiences section of your homepage.
- 00:13 Define the criteria of your audience.
- 00:40 Add IBM Watson personality insights to the criteria.
- 01:00 Connect the audience to Twitter Ads.
As of September 2016 there is a limited version of Audience Manager available for users of Audiense Community Manager. This limited version does NOT include the relationships, conversations and personality insights with Watson categories when defining the criteria. Access the full power of Audience Manager with the Audiense Connection Platform.
In order to create an audience within a reasonable timeframe Audiense uses certain profile data which is refreshed a maximum of every 15 days. This is because the database of all Twitter is too large to be able to reflect all data changes in real time. For this reason you may notice small differences and inconsistencies in the size of communities, time since last Tweet, etc., between the audience created in Audience Manager, an all Twitter search and other data reflected in Audiense.