#140 proof

New Post has been published on http://www.learn-digital-marketing.com/140-proof-granted-patent-for-targeting-users-based-on-persona-data/

140 Proof Granted Patent for ‘Targeting Users Based on Persona Data’

Social-data and ad-targeting platform 140 Proof announced that it has been granted what one of its advisors referred to as the “Hope Diamond of social advertising patents,” U.S. Patent No. 8,751,305, titled, “Targeting Users Based on Persona Data.”

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Every election year breaks records for ad spending. The total spend leading up to the 2008 election in TV alone was over $450 million. But in 2012, where does social advertising fit in to the political advertising landscape, and how does it work?

140 Proof CTO John Manoogian III (@jm3) reveals the secrets that political campaign managers use to supercharge their messages with the voting public. Campaign teams should be quick on the draw and use social to power campaigns with influencers and crowds.

With two-thirds of online U.S. adults using social feeds, campaign managers can use paid social advertising to reach large numbers of voters. And they can also zero in on influencers by targeting people with a high number of followers or users who demonstrate thought leadership on key issues.

The biggest revelation, however, is that there's a marketable message in every story:

Campaign managers create messages tailored for their key audiences. And smart players will even capitalize on blunders. For example, the recent fracas between Arizona Governor Jan Brewer and President Barack Obama made headlines nationwide. Jan Brewer’s supporters in Arizona will be sure to spin the incident during her reelection bid. (To reach this audience, Brewer’s PAC should target Arizona residents following GOP accounts like @SenJohnMcCain and @JeffFlake.)

And, on the flip side, Obama’s team could use the story to craft a message alleging Republicans are refusing to reach across the aisle. To reach audiences of moderates and independent voters with this message, I’d recommend reaching beyond the already-outsized and committed following of @BarackObama, instead focusing on the audiences of more independent influencers like @fivethirtyeight and The Washington Post’s @mentionmachine.

Really digging what 140 Proof is doing. Below is a general overview, details and ideas to come soon.

Overview

140 Proof is the first social stream advertising platform, reaching 175 million users on Twitter by parsing the public social stream of data providers like Twitter, Foursquare, and Blippy. 140 Proof’s API provides the main revenue streams for social stream applications and websites like UberTwitter, Echofon, HootSuite, and Plixi.

The company was founded in 2009 by Jon Elvekrog and John Manoogian III, formerly of LinkExchange and Organic, respectively. 140 Proof grew out of the social currency app Plus One as a way to target positive sentiment in the social stream.

140 Proof Advertisers can promote a short, contextual message with a links that appears above the social stream of users fitting a specific demographic “persona”. The ads are full social objects, meaning they can be replied to and retweeted, multiplying the reach of the ad and lowering the advertiser’s effective cost, since impressions from retweets are not charged for.

Anyone with a Twitter account can launch a 140 Proof ad campaign network and start targeting an audience by defining keywords, locations, and influence criteria on Twitter.

140 Proof self-serve campaigns are sold on both a CPM and CPC basis, and advertisers with high-volume needs can upgrade to full-serve campaigns where creative, targeting, and optimization are handled by 140 Proof’s services group.