chapter 3 (social consumers)

SOCIAL CONSUMERS

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Learning Objectives (1)

Why do social media marketers need to understand the behavior of consumer segments? What are the bases of segmentation used to group consumers?

What are the elements of social identity? How do individuals build their social identities? How are these identities relevant to marketers?

What behaviors are exhibited by people using social media? To what extent are people participating in the four zones of social media?

Social Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Learning Objectives (2)

How can we explain the motives for participation in social media activities? What attitudes are most relevant for our understanding of social consumer behavior?

What are the most important segments of social media consumers? What do they tell us about targeting users of the social Web?


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Bases of Segmentation

Geographic

Demographic

Psychographic

Benefit

Behavioral


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Social Identity


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Figure 3.1 Depiction

of a Social Life


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Figure 3.2 A Social Footprint


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What Do Your Social Profiles Say About You?


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Your Social Brand

Your handle is your username in social communities

Your handle is your digital brand name

Step 1: Choose your digital brand name.Step 2: Ensure you aren’t handle squattingStep 3: Ensure your digital brand name is available in many social communities (www.namechk.com)


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Selfies, Selfies Everywhere

Dallas Pets Alive used the selfie phenomenon to help homeless pets get adopted!

The #muttbombing campaign augmented selfies with additions of homeless pets.

Submit your own muttbombing suggestion to www.muttbombing.com.


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The Self-Audit in Social Media

Vision Validation

Vindication Vulnerability

VanitySocial Media Marketing, 2e©© Tracy L. Tuten and Michael R. Solomon 2015

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Social Media Marketing, 2e©

Self Audit in Social Media

A personal audit should categorize social media activity according to the values expressed in the social engagement.

Vision: A vision post answers the questions, “Did I learn something? Was I inspired?”

b. Validation: A validation activity answers the question, “Am I accepted by a group?”

c. Vindication: A vindication post informs others, “I am right.”

d. Vulnerability: A vulnerability post opens one’s self to others, “I am approachable.”

e. Vanity: A vanity post reveals a tendency to narcissism, “Look at me. I am all that.”

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A “Dark Side” Discussion

Should we have the “right to be forgotten”?

“The EU has a directive called the Right to Be Forgotten ruling which declares that people can control access others have to digital information about them”

How can this ruling affect business?


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It’s a Wired World


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Motives for Social Media Activities

Affinity Personal utility

Contact, comfort,

and immediacy

Altruism Curiosity Validation


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Affinity impulse: Social networks enable participants to express an affinity, to acknowledge a liking and/or relationship with individuals and reference groups.

Personal utility impulse: While we tend to think of social media participation truly as community participation, some do consider, “What’s in it for me?” This is the personal utility impulse and it may be one of the most important motives for brands to acknowledge.

Contact comfort and immediacy impulse: People have a natural drive to feel a sense of psychological closeness to others. Contact comfort is the sense of relief we feel from knowing others in our network are accessible. Immediacy also lends a sense of relief in that the contact is without delay.

Altruistic impulse: Some participate in social media as a way to do something good. They use social media to “pay it forward.” The altruistic impulse is also aided by the immediacy of social media, and this value has been played out in the immediate altruistic responses (IAR)of social media users to aid calls during crises such as the earthquake relief for Haiti or Japan.

Curiosity impulse: People may feel a curiosity about others and want to feed this interest—this is also known as the prurient impulse.

Validation impulse: Social media focuses intently on the individual. You can share as much or as little of your opinions and activities, and comment on those of others. This focus on the self highlights the validation impulse, in other words, feeding one’s own ego.

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Privacy Salience


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Privacy Salience and Social Media Choices

Are you concerned about privacy as it relates to your social media activities? This concept is known as privacy salience.

The privacy paradox describes people’s willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection.

Social privacy is privacy in the context of one’s experience.

Whether due to a lack of privacy salience or a distinction in whether the media used to communicate is public or private, social media users may be guilty of oversharing.

The true self is made up of qualities a person possesses but that they may have difficulty expressing to others.

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Social Media Segments

Social Technographics

Pew Internet Technology Types

Microblog User Types


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Social technographics is based on research conducted on the social and digital lives of consumers.

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Pew Technology Types

Pew Internet Technology Types In this scheme, digital lifestyle groups are

based on two characteristics: (1) whether they hold a positive or

negative view of digital mobilityand (2) relationships with assets (gadgets and

services), actions (activities), and attitudes (how technology fits in their lives


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Microblog User Types

Polarized crowds

Tight crowds

Brand clusters

Community clusters

Broadcast networks

Support networks


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Bytes to Bucks: Social Identity

Your social identity is created by your digital footprints.

Marketers can enrich your profile by matching other data to data scraped from the web.

Social identity data is useful for social CRM programs and direct marketing.


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