Understanding Facebook Users
6
Anticipating Users David Evans Ph.D. Psychster Inc.
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Inspiring Keynote at the 2011 Emerging Media Conference. To watch the video of this and other talks visit http://wappow.com/videos
Transcript of Understanding Facebook Users
Anticipating Users
David Evans Ph.D.Psychster Inc.
Psychographic Segmentation
1. Status updates/photos2. Info/news3. App content4. Profile management
Data: 1-5 ratings of how much people need every feature of your media
Factors: Groups of related features
Clusters: Groups of similar people
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Facebook’s User Types (FBSIGN)
Fans
Influencers
Gamers
Social-Searchers
Neutrals
Branders
Facebook’s User Types (FBSIGN)• Fans join interest groups based on politics, art, and
music, and they often link their Facebook account to other websites.
• Branders prefer public to private networking, and they often use Facebook as a tool for business, building a personal brand, or accumulating social capital.
• Social-Searchers employ Facebook to learn about news, media, and entertainment, but they show little interest in apps and games.
• Influencers share videos, links, and good deals with others, and they rarely use the private forms of messaging or sharing available on Facebook.
• Gamers are motivated by games, apps, and coupons; they interact with strangers as often as acquaintances, and though fewer in number they log the most time on Facebook.
• Neutrals are unmotivated by most of Facebook’s features including status updates, and they report being members only to keep connected to the events of family and friends.
Other Psychographic Segments
Nee
ds (M
aslo
w, 1
954)
5. Opportunities for learning and creativity, mastery.
4. Status, recognition from others, importance of work
3. Acceptance, part of a group, identification with a successful
team
2. Physical safety, economic security, freedom from threats
1. Physical survival. Water, food, sleep, homeostasis
Facebook Allrecipes T-Mobile
Offline Networkers Foodies Professional Balance
Impression Managers Entertainers Wokaholics Tech-heads
Update Junkies Networkers Socializer
Info-Only Spectators Learners Family On-Call
Cruisers App-Users Providers 911 Minimalist
More Information• Find out your segment http://
psychsterdata.com/fbsign/quiz.php • Read the full paper here.• See the full slideshow here. • Listen to a talk about this study http://bit.ly/S2YAz8 .• Visit http://Psychster.com .
