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Bryan: Once again, on Facebook, you have three types of reports you can run; Advertising Performance, Demographic and Profile Reports. Right here, I’m most interested in the Profile Reports. These come with five categories; Interests, Books, Movies/Films, Music, and … Oh, am I missing something? Anyway, in a profile report you can get …
Perry: TV shows.
Bryan: Yeah, TV shows. Thank you. On a Profile Report, you’ll see a report for just the people who clicked on your ads and just for the last 14 days. What are the interests that they have. This is cosmicfingerprints.com. The books that people in the last 14 days who clicked on his ads, the books that they most frequently read are the Bible, Harry Potter, Lord of the Rings, 1984 by George Orwell, Catcher in the Rye, Elegant Universe, Hitchhiker’s Guide to the Galaxy, Great Gatsby, Angels and Demons, and Da Vinci Code. Their favorite movies are Star Wars, Lord of the Rings, Fight Club, Dark Knight, Gladiator, 300, Pulp Fiction, Matrix, Shawshank Redemption, and V for Vendetta.
Perry: Do you notice anything about these people? Serious- … This is … I don’t want anybody to go home without really getting this, okay? People who are interested in astronomy and great big cosmic-sized questions about God and science are also interested in war movies.
Bryan: … and battle movies.
Perry: … and battle movies. The first three books, Bible, Harry Potter, and Lord of the Rings, that doesn’t tell you a lot, but 1984 by George Orwell? That’s not a super popular book, okay?
Bryan: … but here’s something I want to point out. We’ve got a lot of people who list Shawshank Redemption and who list Matrix and Godfather in their profile as favorite films, but we have to normalize this data for the fact that some of these movies are already inherently more popular than others, so I did that. At least, I took the first step in doing that. I went into Facebook and I did some research to find out how many people actually list these in their profile, because what I want to see is which of these made the Top Ten List for this group of people despite otherwise having a very low volume of people on Facebook overall who say they’re fans of them. What I discovered was Casablanca … Would not normally be expected to be on here, but it made the Top Ten List. I’m sorry, I’m at an odd angle here. Is this Sound of Music that I’m pointing to?
Bryan: Is that right? That wouldn’t make a Top Ten List, but in this case it did. In fact, it was, I think, number five. Then there’s Love Actually. Ooh. Another Hugh Grant film. Then there’s Dirty Dancing and so on. For some particular reason, this particular ad campaign attracted a disproportionate number of people who are into Love Actually, The Sound of Music and Casablanca. That is very significant, and so the way you talk to these people, and the way you would piggyback off of this audience is very different than the way you would piggyback off other audiences.
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