Hyper Micro Segmentation

DigitalEthos.org/smac

With Ric Dragon

• Age• Religion• Ethnicity• Gender• Household income

DigitalEthos.org/smac

Demographics

Psychographics

• activity, interest, opinion (AIOs)• attitudes• values• behavior

DigitalEthos.org/smac

Behavioral

• occasions• loyalty• usage Rates• benefits

DigitalEthos.org/smac

Giraffes Hippopotamuses Monkeys Elephants LionsPeople seeking to save or preserve

Want to save giraffes

Want to save hippopotami

Want to save monkeys

Want to save elephants

Want to save lions

People who love as symbols

Love giraffes as symbols

Love hippopotami as symbols

Love monkeys as symbols

Love elephants as symbols

Love lions as symbols

People who love as pets

People who love Giraffes as pets

People who love Hippopotami as pets

People who love monkeys as pets

People who love Elephants as pets

People who love lions as pets

People who study (scientifically)

Study giraffes

Study hippopotami

Study monkeys

Study elephants

Study lions

Matrix Method

DigitalEthos.org/smac

Create the Document

DigitalEthos.org/smac

• Domestic Animals (people who love…)• Ferrets• Cats• Fish• Dogs

• Rescue Dogs• Obedience dogs• Specific Breeds

• Hounds• Toy• Sporting• Terriers

• Airedales• Airedale Fanciers Club of Duluth, MN

Communities

DigitalEthos.org/smac

• Using keyword research to find• Existing; or you need to create?• How do you participate?• Role of Community Management

Communities

DigitalEthos.org/smac

Communities

DigitalEthos.org/smac

DigitalEthos.org/smac

DigitalEthos.org/smac

DigitalEthos.org/smac

DigitalEthos.org/smac

DigitalEthos.org/smac

Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon

Thank You!

DigitalEthos.org/smac