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
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
0
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!
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
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!
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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?
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
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Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
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Social Media Segmentation
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media 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
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1317-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued… 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1417-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1517-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1617-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1717-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1817-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
1917-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
2017-Jan-2018
3. Social Media
Segmentation
Objectives
Today,
We are here!
Continued…
• 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)
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation
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.
Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services
© 2017 Eleonora Escalante-all rights reserved
Leg 4. From Melbourne to Hong Kong.
Social Media Segmentation.
2317-Jan-2018
Picture source: http://forfreeblog.blogspot.com
3. Social Media
Segmentation
Objectives
Today,
We are here!
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