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Market segmentation

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is the process of DIVIDING a MARKET into distinct GROUPS that have common needs and characteristics

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What are the five variables involved in segmenting markets?

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1. geographic 2. demographic 3. psychographic 4. benefits sought 5. behavioral

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geographic segmentation

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segmenting markets by region, COUNTRY, market size, market density, or climate

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GPS(Global POSITIONING system) technology

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satellite system that provides real time LOCATION and time information

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demographic segmentation

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segmenting markets by age, gender income, ETHNIC background, educational attainment, family life cycle, and occupation

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psychographic segmentation

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segmenting markets based on PERSONALITY, motives, lifestyles, and attitudes and opinions *richest picture of consumer segment

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Alternative Seekers

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largest greeting card segment, view social media as an ANSWER to staying in touch with family and friends on a daily basis and on special occasions

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benefit segmentation

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groups individuals according to the BENEFITS they seek from the products available in the market

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lovemarks

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brands that inspire PASSIONATE loyalty in their customers

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behavioral segmentation

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segmenting markets into groups based on how they ACT with regard to a brand or product category

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social exhaust

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RESIDUES we leave of interactions with and about brands

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digital identity

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the way we REPRESENT OURSELVES via text, images, sound, and video to others who access the web *this is the way marketers view you

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SOCIAL identity

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the information about an individual available in SOCIAL media, including profile data and ongoing activity *how marketers view you given your social media activities

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digital PRIMACY

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this reflects a change in the culture of wired individuals who turn FIRST to DIGITAL channels for communication, information, and entertainment

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social media TOUCHPOINTS

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opportunities to interact with social media, leaves IMPRESSIONS, makes up data that marketers use to paint social identity

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social FOOTPRINT

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MARK a person makes when he or she occupies digital space.

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lifestream

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diary you keep through social media activities

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handle or nickname

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your username in social communities

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digital BRAND names

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handles that describe something about them in shorthand as they try to build a FOLLOWING

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handle-squatting

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the use of a digital brand name by someone who really doesn't have a claim to the brand name Ex. @realhughjackman vs. @jackmanhugh

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a personal audit revels one of 5 Values. What are they?

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1.Vision 2.Validation 3.Vindication 4.Vulnerability 5.Vanity

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Value 1-Vision

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a ______ post answers the questions, "Did I learn something? Was I inspired?"

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Value 2-Validation

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a ______ activity answers the question, "Am I accepted by a group?"

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Value 3-Vindication

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a ______ post informs others, "I am right."

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Value 4-Vulnerability

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a ______ post opens one's self to others, "I am approachable."

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Value 5-Vanity

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a ______ post revels a tendency to narcissism, "look at me. I am all that."

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What combines to make your social brand?

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digital footprint & lifestream *you are what you share

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What are the 6 most common impulses researchers have identified?

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1.affinity impulse 2.personal utility impulse 3.contact comfort & immediacy impulse 4.altruistic impulse 5.curiosity or prurient impulse 6.validation impulse

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Impulse 1.affinity impulse

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the impulse where social networks enable participants to MAINTAIN & EXPRESS relationships (when you use FB to stay in touch with high school friends & to make new friends); also referred to as a social function

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Impulse 2.personal utility impulse

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"what's in it for me?" utility..whether it be in the form of information seeking, incentive seeking, entertainment seeking, or convenience seeking

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Impulse 3.contact comfort

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sense of RELIEF we fell from knowing others in OUR NETWORK are accessible

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immediacy impulse

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refers to people who have a natural drive to feel a sense of psychological closeness to others

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Impulse 4.ALTURISTIC impulse

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refers to the idea that some people use social media as a way to do something GOOD; "pay it forward"

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IMMEDIATE altruistic impulse (IAR)

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refers to social media users' tendency to AID CALLS during crises such as the earthquake relief for Haiti or Japan.

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Impulse 5.curiosity or prurient impulse

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the curiosity we feel about others and the want to feed this interest

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Impulse 6.validation impulse

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refers to the idea that 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; feeding one's ego

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privacy salience

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the extent to which people worries about sharing too much information impact our online behavior.

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privacy paradox

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

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social privacy

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refers to concerns about disclosing personal info to OTHERS

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INSTITUTIONAL privacy

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is privacy from the use of data by the INSTITUTION providing the service and third parties

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two types of privacy concerns

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1.Social privacy 2.Institutional privacy

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cookies

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small pieces of data that are dropped onto consumer's hard drives

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oversharing

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may be motivated by the validation impulse, affinity impulse, or contact comfort impulse Ex. Facebook oversharing is correlated with attention-seeking

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what questions do marketers have to ask to determine who participates in social media & how they may differ from one another

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1.In what online communities do these consumers participate? 2.What activities do they participate in online and in social communities, specifically? 3.What roles does social technology play in their lives? Is it for keeping in touch with friends & family, a productivity tool, a stress reliever?

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social technographics

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Forrester's Social Technographics data classifies consumers into seven overlapping levels of social technology participation: Creators, Conversationalists, Critics, Collectors, Joiners, Spectators, Inactives *Foundation of the book Groundswell by Charlene Li & Josh Bernoff

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What are the seven levels of social technology participation?

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1.Creators 2.Conversationalists 3.Critics 4.Collectors 5.Joiners 6.Spectators 7.Inactives

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creators

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*24%, publish blogs, webpages, upload video & music they create content; add value to the social web and their social communities as they contribute content to be shared with others

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conversationalists

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*33%, update status on a social networking site, post on twitter maintain discussions with friends with status updates and comments; tend to be the youngest users and female

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critics

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*37%, post RATINGS & REVIEWS, comment on blogs, contribute to forums, edit wikis REACTORS to content; interact socially primarily by posting comments, ratings, or reviews and editing wikis

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consumer-fortified media

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refers to content that is embellished by critics (also called augmented content)

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as we move down the ladder what are the segments responsible for?

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consumption rather that creation

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collectors

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*20%, use RSS feeds, vote for websites, add tags effecient and organized users of social content; use RSS feeds, vote for websites online and add tags to pages and photos

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RSS Feeds

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syndicators of content that send content directly to subscribers

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Joiners

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*59%, maintain profiles & visit social networking sites maintain a profile on one or more social networking sites and visit them on a regular basis

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spectators

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*70%, read blogs, listen to podcasts, watch videos, read forums, ratings and tweets consumer content - read, watch and listen; sit on the periphery of social communities

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Inactives

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*17%, none of the above online but aren't social participants

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internet penetration vs. sharing

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nearly all of the countries reporting oversharing are in areas with lower internet penetration. Countries that undershare are European, where internet penetration is high

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three meaningful segments

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1.Creating 2.Socializing 3.Information seeking

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digital lifestyle groups are based on two characteristics:

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1. a positive or negative view of digital mobility 2. their relationship with their assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives)

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digital mobility

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describes whether the individual welcomes mobility as a way to further delve into digital communications or keeps Internet communication technologies at a distance.

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10 Pew groups

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*motivated by mobility 1.Digital collaborators 2.Ambivalent networkers 3.Media movers 4.Roving nodes 5.Mobile newbies *stationary media preferred 6.Desktop veterans 7.Drifting surfers 8.Information encumbered 9.Tech indifferent 10.Off the network

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**MOTIVATED BY MOBILITY** Digital collaborators

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have made the most gadgets of any group and use them to work, play, create and share by visiting social networks with their mobile devices

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**MOTIVATED BY MOBILITY** Ambivalent networkers

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use mobile devices to visit social networks and for texting, but they need breaks

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**MOTIVATED BY MOBILITY** Media movers

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create content such as photos and share them on social networks using their mobile devices. For them, digital is all about being social and connecting with others.

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**MOTIVATED BY MOBILITY** Roving nodes

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want to be connected, but primarily for work. They use texting and email and rely upon their mobile devices for productivity.

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**MOTIVATED BY MOBILITY** Mobile newbies

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more focused on old media than new

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**STATIONARY MEDIA PREFERRED ** Desktop veterans

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Desktop veterans are content to use desktop computers with high-speed Internet access.

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**STATIONARY MEDIA PREFERRED ** Drifting surfers

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INFREQUENT online users who wouldn't mind giving up the Internet and their mobile phone.

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**STATIONARY MEDIA PREFERRED ** Information encumbered

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this group suffers from information overload. They prefer old media such as television to the Internet.

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**STATIONARY MEDIA PREFERRED ** Tech indifferent

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people are light users of the Internet who would be willing to give up their digital connectivity.

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**STATIONARY MEDIA PREFERRED ** Off the network

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people do not use the Internet and do not have mobile phones.

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reach

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refers to the percentage of the target audience that can be accessed using a form of media.

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What are the 6 specific archetypes of social media participation

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1.Polarized crowds 2.Tight crowds 3.Brand clusters 4.Community clusters 5.Broadcast Networks 6.Support Networks

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What are the two most important archetypes for marketers?

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3.Brand clusters *relevant to marketers because of brands 6.Support Networks *social media supports customer service efforts

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1.Polarized crowds

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people who are PASSIONATELY discussing a issue

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2.Tight crowds

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are HIGHLY CONNECTED people such as hobbyist, fans or professional groups

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3.Brand clusters

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are talking about BRANDS but the people are not talking with each other

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4.Community clusters

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feature news relevant to specific GROUPS

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5.Broadcast Networks

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exist when many people repeat prominent news *hub, but the news is spread through re-tweets

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6.Support Networks

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is one which customer complaints are handled by one or more members *hub-and-spoke but members are disconnected

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social media addiction

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psychological dependency and recurring compulsion to engage in social media activity.

Social Media Marketing Chapter 3- Social Consumers – Flashcards

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