Over the years, we've developed and delivered dozens of reports for our clients, partners, and the media. From smaller, cyclical anlayses to big audits or year-end reports - we love to be challenged and squeeze out everything we can from our data. We constantly look for ways to improve our alogithms and educate the market about what data can tell them and how they can use it in every day work or in planning their strategy.

1. 1
Audience Scan
Jakub Wyglądała
Client Service Team Leader
+22 415 23 33
jakub@sotrender.com

2. Audience Scan
On a regular basis, users of social media express
their preferences through behaviours such as liking,
commenting or clicking.
By skillfully combining data from different sources
(Sotrender’s data base, Facebook’s advertising panel,
Custom Audiences, etc.) and analyzing them in terms
of set target groups, you can accurately describe the
profiles of selected groups of users. This is actual
data about their behavior, not declarations, which are
usually collected from polls or focus groups.
Moreover, the results of this analysis are available
quickly, even within several days.
Approach: non-reactive research
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Źródło: Raport Fanpage Trends, Październik 2016
Social media is a mine of knowledge for actual user preferences and behaviours.

3. Audience Scan
Interests in specific profiles and categories like celebrities, the media,
or brands.
Demographics: Age (any range), sex, place, relationship status,
occupation, etc.
Behaviours such as showing interest in new technology, frequent
event check-in’s, intensive picture posting, operating system used,
model, type of mobile, work industry, etc.
Analysis
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It’s possible to analyse all brand users or just a specified group.
Example: Women, age 18-26, big cities, likes travelling and checking-in on events.

4. Audience Scan
Price and waiting time is the same for both options.
Audience scan for a particular brand based on data from Custom
Audiences, available after authorization. Because of this we’re able to
check client profiles without having data about specific personas.
Fan scan for a particular brand on Facebook, based on public data. Here
no authorization is needed, but fan base may differ from client’s base.
Data access
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Audience Report can be carried out in 2 ways:
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5. Audience Scan
A person who manages adverts and profiles (ex. admin) uploads a file with the client’s data
(e-mail, mobile) as a Custom Audience in Facebook Ad Manager. This is a standard
procedure for Ads on FB, where existing Custom Audiences can be used. A detailed manual
on adding Custom Audiences can be found
here: https://www.facebook.com/business/help/170456843145568
For the next analytics option, we’ll need to gain Advertiser rights on FB (for the period of the
analysis).
We gain access to client’s general data, without having access to sensitive personal data.
Data access
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How to authorize custom audience data for Audience Scan?
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6. What can you learn?
Communication opportunities – analysis of people, brands,
and media more popular in the TG compared to general FB
users
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7. Audience Scan
Who is notably popular within
the analysed group?
Who’s worth hiring to promote
the brand, while being
inexpensive or unrelated to
any other brand?
Influencers - communication opportunities
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dane przykładoweThis target group is interested mostly in MMA fighters. Using them in promotion might be a good
opportunity for the brand.

8. Audience Scan
What media is dominated by
our target group?
Which media has a special
influence on our target group?
Media – communication opportunities
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dane przykładowe
A couple of websites about fitness, sports, and being fit is notably popular in the target group.

9. Audience Scan
What other brands is your
target group most interested
in?
Brands – communication opportunities
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The target group is notably interested in alcohol. It’s worth using these preferences.

10. What can you learn?
Communication celebrities – analysis of the most
popular people, brands, and media in the TG
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11. Audience Scan
Which people are most popular
among our clients?
Who can reach the biggest
audience?
Influencers and celebrities - the most popular
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dane przykładowe
We deliver xls file with all results.
Think about using rap and rap singers – a majority in the results.

12. Audience Scan
Which media is the main
source of information and
entertainment for our target
group?
Where should we promote our
brand to reach the biggest
portion of our audience?
Media – the most popular
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dane przykładowe
TV series are popular in the target group. Use this in your communication.

13. Audience Scan
What is the most liked
brand in our target group?
Which brand is worth
collaborating with?
Brand – the most popular
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Some sports brands can be found among the most popular ones.

14. Demographic profile
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15. Audience Scan
Demographics
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What distinguishes the
chosen target group?
How do brand clients
differ from all Facebook
users in the analysed
country?
Youth is what differs clients and users interested in the brand among all Facebook users.

16. Audience Scan
Which is used more often, mobile
or desktop?
Which operating system is used?
Device usage
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The target group uses mobile more than desktop.

17. Audience Scan
Detailed demographic structure
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Users between ages 25-34 travel more often. Your target group is way younger, so the chance of
reaching the most promising audience could be lost.

18. Audience Scan
Detailed demographic structure
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Among your frequently travelling users, most live in Warsaw.
What other characteristics are specific
to the target group?
Which factors influence the choice of
pages that are interesting to your
users?

19. Pricing
Audience Scan 19
Number of brands Price Time Form
1 1200 EUR 10 working days Charts + xls.
2 1500 EUR 12 working days Charts + xls.
3 2000 EUR 15 working days Charts + xls.
5 2500 EUR 18 working days Charts + xls.
Personal presentation of results on client’s request.

20. Contact us!
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Jakub Wyglądała
Client Service Team Leader
+22 415 23 33
jakub@sotrender.com