MKT 380 Introduction to social media marketing Week 3

Chapter Objectives How are our lives reflected online? In what ways are

individuals involved in the four zones of social media? How and why does digital culture play a role in consumer

behavior? Why are consumers drawn to social media activities? Which bases of segmentation are relevant to target wired

consumers in a social media context? 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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Social Touch points in a Wired Life

Social Footprints are the marks a person makes when he or she occupies digital space

Lifestreams are time-ordered streams of entries and posts like Facebook’s timeline

Lifestream aggregators collect multiple lifestreams and put them in one place.

Example of some lifestream aggregators:

Hootsuite about.me

Mylife.com flavors.me

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The Life of Digital Consumers

Digital Primacy: The change in culture of wired individuals who turn first to digital channels for communication, information, and entertainment.

Compare your digital life to those here at PBS’s Digital Nation

Watch PBS’s documentary here

Diffusion of (Digital) Innovations

Based heavily on Roger’s “Diffusion of Innovations” that presents characteristics of innovative products that explain the rate at which people adopt new options. Includes:

• The relative advantage of the innovation (i.e., does it provide a greater benefit than the existing alternatives?)

• The ability to observe and try the innovation,• The innovation’s compatibility (how easily it can be

assimilated into the person’s life)• How self-sustainable is the innovation?

An example

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A Wired World

The measure of the percentage of a population with Internet access is known as the Penetration Rate.

World Penetration Rates:

• Asia – 19.4%

• Europe – 52.0%

• Australia – 60.0%

• North America – 74.0%

Why We Login…

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

Prurient impulse: People may feel a curiosity about others and want to feed this interest.

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Why We Login…

Contact comfort and immediacy impulse: People have a natural drive to feel a sense of psychological closeness to others.

Altruistic impulse: Some participate in social media as a way to do something good.

Validation impulse: Social media focuses intently on the individual.

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What We Do Online?Activity Percent of

Internet Users

Send or read email 94

Use a search engine to find information 87

Look for information online about a service or product youare thinking of buying

78

Get news 75

Go online just for fun or to pass the time 72

Buy a product 72

Watch a video on a video sharing site such as YouTube

66

Use an online social networking site such as Facebook

61

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Generations Online

Generations online: A closer Look

Much is made of the difference between digital immigrants and digital natives

Closer look at digital natives

Closer look at digital immigrants

And what about those left behind? Digital refugees?

Market Segmentation: Slicing the Social Media Pie

Market segmentation is the process of dividing a market into distinct groups that have common needs and characteristics.

HUGE implications for social media marketing since social media allows us to reach more targeted audiences

Types of segmentation:

• Geographic segmentation• Demographic segmentation• Psychographic segmentation• Benefit segmentation• Behavioral segmentation

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Geographic segmentation

Geographic segmentation refers to segmenting markets by region, country, market size, market density, or climate.

Unimportant to social media? Think again! Location base social media is thriving driven by the need to geographically connect with potential customers

Brands can target at the local level with tools like Foursquare.

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Demographic segmentation

Demographic segmentation refers to utilizing common characteristics such as age, gender, income, ethnic background, educational attainment, family life cycle, and occupation to understand how to group similar consumers together.

Pew Social Media Demographics—does this even matter anymore?!

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Psychographic segmentation

Psychographic segmentation approaches slice up the market based on personality, motives, lifestyles, and attitudes and opinions.

Subaru has found this to be a powerful way to connect with customers…

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Benefit segmentationBenefit segmentation groups individuals in the marketing universe according to their notion of value. What makes the product useful or important to them?

Extremely relevant to social media.

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Behavioral segmentationBehavioral segmentation divides consumers into groups based on how they act with regard to a brand or a product category.

How do they behave with the product? Are they casual users? Dependent upon it? Use every day? Rarely? Is it a typical use with broad appeal or a narrow one with small appeal.

How does this apply to social media tools and by extension social media marketing? Remember Sharpie?

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Some Examples

Can you identify the segments?

1. http://www.youtube.com/watch?v=_hEzW1WRFTg for China

2. http://www.weylandindustries.com/

3. http://www.youtube.com/watch?v=c2dXb_nqyjs#t=33

4. https://www.facebook.com/greypoupon

5. http://www.youtube.com/watch?v=hLwi-RH3cPg

6. https://www.facebook.com/oreo

7. http://www.youtube.com/watch?v=TyWQrmiRoLE#t=12

8. https://www.facebook.com/ca

9. http://www.boojummex.com/about/burrito-revolution

10. http://generalelectric.tumblr.com

11. www.pinterest.com/generalelectric

Social Media Segments

Different typologies of digital consumers:

•Social Technographics from Groundswell•Pew Internet Technology Types•Anderson Analytics: Users and Nonusers

•These categories help you understand and strategically engage customers who use technology

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Social Technographics

Social Technographics can be:• Creators – contribute content to be shared with others• Conversationalists – those who talk through social media

frequently• Critics – those who react to the content created by others• Collectors – efficient and organized users of social content• Joiners – people who maintain a profile on one or more

social networking sites and visit the sites regularly• Spectators – site on the periphery of social communities• Inactives – online, but do not participate in a meaningful

manner • Example: Crash the Superbowl

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The Social Technographic Ladder

Pew Internet Technology Types

A topology of 10 digital lifestyles:

• Motivated by Mobility• Digital collaborators – own the most gadgets or any group

• Ambivalent networkers – use devices mobile devices for networking, but believe people need breaks from connectivity

• Media movers – create content and share it on social networking using mobile devices

• Roving nodes – connected for work purposes

• Mobile newbies – new to mobile connectivity

continued

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Pew Internet Technology Types

A topology of 10 digital lifestyles:

• Stationary Media Preferred• Desktop veterans – content to use desktop computers with

high-speed Internet access

• Drifting surfers – infrequent online users who would not mind giving up the Internet and their mobile device

• Information encumbered – suffer from information overload

• Tech indifferent – light users who would be willing to give up digital connectivity

• Off the network – do not use the Internet or a mobile phone

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Anderson Analytics: Users and Nonusers Contains both social media users and non-users Users include:

Fun seekers Social media mavens Business Leisure followers

Non-users include: Social media pessimists Concerned Time starved

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Click here to type yourself with Anderson Analytics’ Social Networking Typing Tool and then more about Anderson Analytics’ insight into each type…