Eleonora Escalante, MBA-M · 2018-01-17 · Source: McKinsey Quarterly 2012, Demystifying social...

Eleonora Escalante, MBA-M.EngStrategic Corporate Advisory Services

Creating Corporate Integral Value (CIV)

Social Media Segmentation (III)

Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services

© 2017 Eleonora Escalante-all rights reserved 17-Jan-2018


© 2017 Eleonora Escalante-all rights reserved

Leg 4. From Melbourne to Hong Kong.

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Outline Theme 2. Social Media Segmentation.

1. Social Media

Platform Uses

2. Traditional

Segmentation vs. Social

Media Segmentation

3. Social Media

Segmentation

Objectives

3. Information

Propagation.

Personality

Classification

4. Content drives

community groups.

Micro segmentation

.5. The Future: Predicting a

well fine tuned segmentation

using social media.

Summary and Conclusions

217-Jan-2018

We are here!

https://support.office.com/es-ES/article/b89770f1-deb1-4a19-94ef-342aa15a4689




0

Outline Theme 2. Social Media Segmentation.

1. Social Media

Platform Uses

2. Traditional

Segmentation vs. Social

Media Segmentation

3. Social Media

Segmentation

Objectives

.

317-Jan-2018

We are here!





417-Jan-2018

• In my last post, we saw several Social Media Classifications. The reason why we see different

ways to classify the different social media platforms, is because we have not defined clearly the

scope and boundaries of what is “social media”. The “social media industry” is trying to define

itself.

• Let´s see another Social Media Classification which I did not include yesterday. This

Classification is called the Zones of Social Media Marketing by Professors Tracy Tuten and

Michael Solomon.

• But still (personally) I believe this framework is quite limited, It is still not as full and complete

to leave all social media participants of this decade (2010s) included.

3. Social Media

Segmentation

Objectives

Today,

We are here!

The Zones Framework by Doctor Tracy

Tuten, Professor of Marketing at East

Carolina University. And Doctor Michael

Solomon, Ph.D. Professor of Marketing

and Director of the Center for

Consumer Research in the Haub School

of Business at Saint Joseph’s University

in Philadelphia. He is also Professor of

Consumer Behavior at the University of

Manchester, U.K.


http://www.ecu.edu/cs-bus/faculty/tutent.cfm

https://www.sju.edu/about-sju/faculty-staff/michael-solomon-phd




517-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!The Zones Social Media Framework by Doctor Tracy Tuten, Professor of Marketing at East

Carolina University. And Doctor Michael Solomon, Ph.D. Professor of Marketing and Director of

the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in

Philadelphia. He is also Professor of Consumer Behavior at the University of Manchester, U.K.


http://www.ecu.edu/cs-bus/faculty/tutent.cfm

https://www.sju.edu/about-sju/faculty-staff/michael-solomon-phd




Social Media Segmentation

617-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

• Social media has to be used as a part of an integrated marketing

program, along with traditional media.

• Social Media is not a substitute for traditional marketing

communications. At least not for now.

• All of the elements of systematic marketing – research, segmentation,

targeting, positioning, strategy and tactics continue to hold true for

companies.

• Social media is a new channel which give use tools with vast new

sources of information for these functions.






6A17-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Before considering a Social Media Segmentation, we have to start by asking ourselves:

• “What” social media platform is the best one for my business?

• “What” is the purpose to segment social media for our beautiful businesses?

• “Why” do we have to segment social media?

• “How” are we going to segment social media?

• “Who” is going to do our social media segmentation? Ourselves (in house) or

Outsourced to a Social Media Specialized Marketing company.

• “Which” social media are relevant for my company? For my industry? For my

competitors?

• “Where” do we want to interact with our social media content? Where are my

clients?

NOTE: If we have a business, Social Media Segmentation has to be done in parallel to the Traditional Marketing

Segmentation.

We have 4 generations living together in this world (Baby boomers, Gen X, Gen Y (Millennials), Gen Z and the

newest babies on the block (Generation Alpha). Each generation utilizes social media, and in consequence it is

important that the business model includes social media marketing strategy.






7A17-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Once you decide to have a Social Media Strategy, the first thing is to ask ourselves the goals or

objectives for our Social Media Interaction: We have to decide!

Do we want to use a social media platform, for what?1. Creating awareness of our company profile and products?

2. Learning from our customers?

3. Engaging more customers?

4. Targeting customers?

5. Communicating directly with our customers?

6. Validating our business model?

7. Selling?

8. Monitoring my brand awareness?

9. Responding quickly to clients? Excellence of customer service.

10. Amplifying our sharing content which is so appealing to be extended by our audience with others?

11. Leading and disrupting our industry next steps?

12. Generate buzz through product launches? Or Product Campaigns?

13. Testing the advertising campaign first in social media, before traditional advertising?

14. Accompanying each of the steps of the consumer decision journey?

15. Solicit consumer input after the purchase?.

16. Doing a social media segmentation and targeting?

17. All of the above?

18. Others?






717-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Do we want to use a social

media platform, for what?

We can hire a Digital

Manager (to do it in-house) or

outsource this to a digital

consulting or advisory firm.

McKinsey, has shared with us

their own framework for

understanding the question

from the point of view of the

marketing fundamentals:

steps in the consumer

decision journey.

Source: McKinsey Quarterly 2012, Demystifying social media

By Roxane Divol, David Edelman, and Hugo Sarrazin






817-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

THE GENERAL OBJECTIVE OF SOCIAL MEDIA SEGMENTATION IS:

“Using social media as a source of data on customers and as a means

for generating valuable customer insights”

The consumer decision journeyBy David Court, Dave Elzinga, Susan Mulder, and Ole

Jørgen Vetvik. Source: McKinsey Quarterly 2009.






917-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

•Identify Customer needs

and Segment the Market

•Develop Profiles of

resulting segments

Market

Segmentation

•Evaluate attractiveness of

each segment

•Select target segments

Target

Marketing •Identify competitive

advantage for each

segment

•Formulate marketing Mix

(including social media)

Marketing

Positioning

•Develop marketing plan

for each segment

•Develop marketing

organization

Marketing

Planning

Social Media

Segmentation

Objectives:

• If we decide to have a social media presence, the first step is to do a

social media segmentation. And, we have to define our social media

segmentation objectives.

• Do not confuse that we are in the first step of the marketing

process: Market segmentation.






1017-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Define the

common

shared

characteristics

Group these

characteristics

into categories:

behavioristic,

geographic,

demographic,

psychographic

and webograpic

Utilize Social

Media Platform

Features to

create your

segment groups

Proceed with

the target

marketing

process.

Segmentation

With Social Media Platforms






17-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

• Each social platform company offers tools for segmenting our audience. All data is there available

for us to understand our customers needs and wants.

• Each social media platform gives you more or less information about our audience: The more you

pay to them, the better information you get. Example: WordPress provides statistics for my blog

readers, and I know how many people read my blog per day. WordPress offers me statistics to

understand my market audience. Each social media platform gives you these answers for a fee.

• If our social media site is visited by millions or billions of people, we will have millions of data to

analyze, and this is the origin of Social Media Analytics. We need the tools to gather big data and

perform analysis to understand our millions of information data gathered from such vast audience.

• The Social Media Segmentation is nothing else than to use our social media platform to

understand our real audience (our clients, our potential future clients and our customer groups).

With the purpose of classify them by different variables.

• The profiles are as diverse as your marketer specialist can identify them: Variables to segment our

audiences vary from demographics, behavioral, psychographic, and web-graphic.

11






1217-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

For example, Facebook Ads offers the following variables to segment clients: I found a website called Wordstream

which has shared a summary of Facebook´s Ad Segmentation Options. Can you determine what type of Variables are

the following? Demographics? Geographic? Psychographic? Behavioral? Or Web-graphic?

• Wordstream has shared an Infographic of Facebook´s Segmentation Options. Visit:

https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic

Source: Wordstream. All of Facebook’s Ad Targeting Options (in One

Epic Infographic)








1317-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued… Wordstream has shared an Infographic of Facebook´s Segmentation Options. Visit:


Source: Wordstream. All of Facebook’s Ad Targeting Options (in One Epic Infographic)








1417-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…



Source: Wordstream. All of Facebook’s Ad Targeting Options (in One Epic

Infographic)








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3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…











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3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…











1717-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…











1817-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…











1917-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…











2017-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Continued…











2117-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

Bain has a specific example of how they have done designed 10 consumer segments based on social media:

Bain Research has

identified 10 segments

of social media

consumers. Members

of these segments

frequent different

social media platforms

and prefer different

types of content and

engagement models.

http://www.bain.com/Images/BAIN_BRIEF_Putting_social_media_to_work.pdf






2217-Jan-2018

3. Social Media

Segmentation

Objectives

Today,

We are here!

• My aim today was to show you that Social Media Segmentation has to be done in parallel to

Traditional Segmentation. At least for some time.

• The concepts of segmentation are the same in traditional segmentation. But with Social Media,

we have new “social-personal” variables and web-graphics” variables to add, which give us a

whole new world on consumer social interactions.

• There are specialized companies which can help you to do Social Media Segmentation as part of

their Marketing Process Offers. I have seen websites from marketing companies helping you with

this. And also, the same social media companies. For example, Facebook has its own website to

help you with that.

• https://www.facebook.com/business/

• Remember: Market Segmentation is the process which helps us to identify a customer group

within the market that has special characteristics which are significant for our marketing strategy.

Segmentation has to be done before the Targeting Marketing step.

• Thank you.


https://www.facebook.com/business/




Social Media Segmentation.

2317-Jan-2018

Picture source: http://forfreeblog.blogspot.com

3. Social Media

Segmentation

Objectives

Today,

We are here!


Eleonora Escalante, MBA-M · 2018-01-17 · Source: McKinsey Quarterly 2012, Demystifying social...

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