How Social Media Companies Get Your Information

Hi, everyone. My name is Francisco. I own a small marketing company called Planet Marketing. Basically, what I do is I get companies in front of the right target audience via Facebook ads, Instagram ads, YouTube video ads and more. We also do Google Adwords, BingAds, Yelp ads.

Today what I’m going to be talking about is how social media companies use third party data and then guys like me market to the end consumer like you. This video podcast is for not only marketers, but also for small business owners and it should be also for the end consumer so you know how these companies get your data.

There’s four companies that I’m going to be talking about today. All four of them sell information to Facebook and Snapchat and Twitter. For the foreseeable future, there’s going to be other advertising platforms or social media platforms. This is primarily how they’re going to get their information. Datalogix is one of them. PlaceIQ, comScore, and Experian.

I’m going to start off with Datalogix.  Most of you, what you do is you go to the store and you dial in your phone number to get points and maybe a discount. Well, Datalogix is the one that’s behind that information. Datalogix is actually owned by Oracle. If you don’t know who Oracle is, they run the whole … They run everything, especially with enterprise level companies.  They connect off-line purchasing behavior, they categorize that information and they sell it to Facebook.

So let’s say you’re at the store. You’re at the grocery store or even Best Buy or wherever, Bevmo, and you have your shopping cart and you start filling it up with wine, beer, potatoes, meat, seafood, all that stuff. You go, they scan your stuff, you enter in your phone number like you have been doing for many years and then you pay for your stuff. Well your phone number, if you have that phone number tied up to Facebook, there’s going to be a connection and a guy like me can now advertise to you based off what you have purchased, actual purchase behavior.

So I have a client who is a butcher shop. So what I do is I create ads in Facebook and the people have to have made a purchase of meat. Now that person has just gone to the regular store, purchased their meat. Now they’re starting to see ads based off of their purchase. This ad is coming up on Facebook. Also maybe the person has bought charcoal so I know they’re into barbecuing. On Facebook, when I’m going through there and I’m in the detailed targeting, I combine audiences. Obviously most people who are going to be buying charcoal are probably going to be grilling meat.

So I combine the audience so I want people who are barbecuing and they bought meat. And my client’s ad says, “Hey come check out our marinated meat.” Okay, so next time you’re at the store and you’re about to enter in your information into … your phone number into the keypad, put in somebody else’s phone number or make a fake one up so that you don’t have to see ads coming based off of your whatever you put into your shopping cart.

Okay, I think that’s getting a little borderline gray area when it comes down to taking people’s information and selling it to Facebook and stuff. I am a little biased in certain areas because I am a marketer. However … and I like that it’s easier for me to market, but as a consumer, I’m thinking, what do they got to know this stuff for. Who cares … Why should they be selling my information of what I purchased to Facebook.

So PlaceIQ is another one. PlaceIQ is a technology that helps companies, businesses leverage location based insights for people … Basically they’re people who have their cellphones on and it’s location history. So let’s say you’re visiting auto dealerships. Well PlaceIQ knows where each one of the auto dealerships are and there’s no reason for somebody to be going from dealership to dealership. That person is now in the market, now, to purchase a vehicle. So if I have a client who is a car dealership, that car dealership may want to put up an ad really fast and say, “Hey, come check out our dealership and ask for Francisco. I’ll give you a great deal and we’ve got a present over here for you.” So PlaceIQ tracks the person’s location.

comScore is a company that gathers information based off of what you are watching. So if you’re watching a channel on TV that’s about comedy and you are going to throw an event … Let’s say I have a client who is wanting to sell tickets to a comedy show, some promoter. Well what I would do is I would, in Facebook or in Snapchat or in Twitter, I would select people who are watching shows of comedy and show them ads. See, if they’re watching comedy on TV, maybe they would like to go and see a real comedy show, live in person.

The last one, and this is the one that I really don’t like, but I use it all the time for marketing, is Experian. Experian is a credit reporting agency. They had recently been hacked. I don’t know how many millions of people had their information taken, but Experian actually does sell their information to these advertising platforms, or if you want to call them social media platforms. So any time you’re out there, you’re filling out a loan application. Let’s say, even a credit card application or a rental agreement. You’re going to rent a property or something. You fill out your name. It asks you if you’re married. Spouse, what her name is, how many children you have, what’s your income, your education level, whether you only have some high school, university, PhD, if you’re a homeowner or not. When you’re going through these applications, it asks all these things. So what Experian does is they take that information and they sell it to Facebook and that’s how I am able to target people on Facebook.

See, with Facebook, what I do is I create these custom audiences. I talk to the business owner or the marketing directors and I ask them, who are your target audiences. And what I do is I create these target audiences on Facebook and for each campaign … Campaign number one has target audience number one. Campaign number two, target audience number two. And each campaign has its own ads that show relevant ads to that specific audience.

I think that the future of this style of marketing is going to be around for quite a while. It’s still cheap to advertise right now using this information. Will there be a law passed? I don’t know but for right now, go make your money. It’s going to be good for the next, at least, two to five years. If you need help setting up any of these marketing campaigns on Facebook ads or Twitter or Snapchat, wherever your audience is, go ahead and give me a call at 619-642-2500. 619-642-2500. Remember, next time you’re entering in your information into that keypad while you’re at the grocery store, remember Planet Marketing. The guy at Planet Marketing, Francisco, says put in some fake phone number.

Talk to you soon.
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