1. Social media has come of ageMarketers now have the ability toaugment their traditional marketingapproaches with rich behavioraland activity-based targeting thatshould increase marketing ROIsignificantly.Prashant Suryakumer, social media engagement manager,MakingData Relevant: The new Metrics for SocialMarketing, www.mashable.com January 2011

2. We asked the question:CAN FACEBOOK USERS BE GROUPED INTO SIMILARGROUPS BASED ON BEHAVIORALACTIVITIES?The answer: YES! 3. DISCLAIMERBefore our results are ready for publication in the Four Peaksjournal, additional analyses is required. We need to confirm thatthe 6 clusters presented in our research are in fact the finalclusters.Stay tuned for the final update on Facebook Segmentation. Thank you! 4. HOW DID WE DO IT?In May 2012, we posted our 117 question survey to Catalystand recruited, encouraged, and cajoled our friends, family,acquaintances and professional connections to take thesurvey 90 questions directly related to use, interest or perceived valueof Facebook features 25 questions about basic online behavior, specific brands, useof other social media/online platforms, Facebook usagebehavior and importance of personal image 2 demographic questions to determine age and gender ofparticipants 5. WHO RESPONDED? 240 total; 236 with active Facebook accounts were allowed to participate Average age: 38 75% female; 25% male 6. WE CAME UP WITH SEVEN COMMON FACTORSOR GROUPS OF FEATURE RELATED CATEGORIES1. Media, information and news: learn about book, movies, music,clothing/fashion, local places, travel, blog/news2. Social updates: likelihood to like/comment on friends status, importance of statusupdates that are friends only, status updates are important, likelihood to comment on photos/sharephotos3. Public networking: want photos that are viewable by everyone, value public statusupdates, frequently use Twitter, likelihood to link to social media sites, use Facebook for business4. Politics: likelihood to link to info site, news site, interest in groups based on politics, likely tolike politics5. Games: use Facebook to play games, likely to play games, use apps to play games, playgames online, likely to share content applications6. Image: important to be respected, appear informed, be seen as trustworthy, seen as budgetconscious, deal finder, adventurous, popular7. Privacy and deals: Frequently use coupon apps, use apps to get deals, use appsto enter sweepstakes and contents, important of status updates that are private 7. WE OBSERVED SIX DISTINCT SEGMENTS1. Info Junkies:use Facebook to find out about news (local and international) as well as entertainment.2. Interest Group: most interested/active in politics.3. Business Networkers: use Facebook as a business tool, create broad messages viewable to everyone and focus on growing their networks.4. Update Junkies: use Facebook to stay connected to people they know.5. Gamers: love to play games and use Facebook as a platform for gaming.6. Rejecters: dont really like Facebook or any of its features. 8. HOW THE SIX FACEBOOK TYPES MAKE UP THE GLOBALSET OF ALL SURVEY RESPONDENTSRejecters10% Info Junkies 23%Gamers 17%Interest Group 9% Business UpdateNetworkers Junkies 25% 17% 9. WHAT KINDOFFACEBOOKUSER AREYOU? 10. DAYS ON FACEBOOK LAST WEEK7654321Info Junkies Special Interest Group Professional Networkers Spectators Gamers Rejecters 11. HERE ARE OUR CONCLUSIONS It is possible to identify and group Facebook users intosmaller, targetable groups based on their self-professedinterests and activities, while using Facebook and itsfeatures. The info junkies, interest group, business networkersand gamers have single focused reasons for usingFacebook, they are primarily driven to Facebook for very clearactivities and are the groups easiest to target based on theiractivities and interests. The update junkies and rejecters are on Facebook forbroader, more general reasons. Even though the update junkies and rejecters make up acombined 35 percent of Facebook users, their behaviors indicatethat they may not be the most receptive group totargeted messages or products. 12. Presentation byNora RobertsonMariana Llamas-CendonHeidi IsazaLinda JacobsonMusic credit: When_Im_46 via PartnersInRhyme