This document discusses social media consumers and digital communities. It covers topics like how lives are reflected online through social media, why consumers are drawn to social activities, and different ways to segment social media users. It also discusses characteristics of online communities, how ideas spread within communities, the roles of opinion leaders and social capital, and how social media has empowered consumers. Key points include different typologies of social media users, the structure and flow of information in online networks, and factors that determine influence within digital communities.
Your digital footprint leaves evidence of where you are and where you’ve been . Your lifestream is the journal of your digital life. Taken together, they make up your digital identity. Facebook, as a social utility, has perhaps done the best job of recording the lifestreams of its members. Whether on Facebook or at any of the million websites integrated with Facebook Connect, a member’s Wall reveals any related Facebook activity. Depending upon your activities, the Wall records interactions with friends, visits to websites, online purchases, notes and journals, mobile uploads, shared photos, game scores, and more—all time- and date-stamped and presented in reverse chronological order. Whereas Gary’s footprints showed us his individual activities over several social sites, his lifestream reveals the order of his activities, provides a context for them, and catalogs the whole of his social experience over time.
You deposit social footprints throughout the social communities you visit. Many social communities require registration as a member of the community in order to access services and join in community activities. Next, you should find out whether your desired username is available in the many social communities. Visit Username Check (www.usernamecheck.com) to find out. This handy service will check for registrations at several popular social sites and report whether your handle is available. At that point, you may want to revisit your handle selection or, if your preferred handle is free, start registering to be sure your social brand stays yours!
Understanding the digital culture of a target audience can play a role in product design as well as promotions. But even so, whether a digital immigrant or a native, people vary in their attitudes, behaviors, and preferences. This is true offline and online. When it comes to managing their digital lives, no two people are alike. Kodak’s advertising campaign for its Kodak EasyShare digital cameras targets digital immigrants by focusing on the simplicity characteristic. Kodak wants consumers to see how easy it is to share digital images with its new camera. Its theme, “the real Kodak moment happens when you share,” and the supporting elements of the campaign (with a heavy dose of social media) is designed to encourage digital immigrants to adopt a new Kodak EasyShare camera and to use social mediasites, including theKodak-sponsored www.kodakmoments.com, as sharing channels. What’s so phenomenal about EasyShare cameras? They feature “share” buttons that automatically send the selected image to the Kodak Gallery, Flickr, Facebook, or via email. That’s right—it’s that easy to share pictures! For digital immigrants, this feature solves a problem. They may see mobile uploads of photos on Facebook pages, and they want to join in. The Kodak product design ensures they can be a part of the social experience. Great idea, right? How do we know this campaign targets immigrants over natives? That’s easy. The campaign features references to the venerable phrase “Kodak moments.” The inclusion of this phrase in campaign pitches began in the early 1960s and continued off and on until the early 1990s. It’s a campaign theme that only digital immigrants would recognize. By using it, Kodak appeals to the nostalgic nature of anyone who has ever tried to capture and save a special moment with a photograph. Importantly, though, Kodak’s campaign doesn’t turn its back on you, the digital native. By including many forms of social media in its campaign and soliciting user-generated photos for its gallery, Kodak also reaches tech-savvy natives.
For decades, Westerners spent most of their media time watching television. Now, those who are connected spend about the same amount of time online instead of being glued to the television. Consumers perceive the Internet as the most essential of all media.
Marketers are rapidly adopting social media marketing strategies and techniques, but social media marketing will work only to the extent that these new media platforms can reach the customers organizations want to talk to in the digital space. And, just reaching people isn’t the only issue: Not all social media users are the same. We will look at each type of segmentation on the following slides.
Geographic segmentation will become increasingly relevant to social media marketers, not only due to location-based targeting based on a business’s distribution channel, but also because social media increasingly incorporates GPS technology. Geographic segmentation via social media is relevant to local businesses that want to increase retail traffic in physical store locations. As FourSquare members check in, local businesses in that area can reach out to them with special offers and interactive promotions such as free drinks or discounts. There are awards for checking in to business venues most recently and most frequently; these instill a sense of loyalty among users. Importantly for the local merchants who use the service, FourSquare offers a business “dashboard” that includes metrics on the number of check-ins, the times of day people check in, the most recent visitors, and the most frequent visitors. Of course, the offers require consumer cooperation—without check-ins, the promotions won’t be effective. So are wired consumers checking in? Indeed they are. A recent study from JiWire, a Wi-Fi provider, found that 65 percent of Wi-Fi users said they frequently use apps that require they provide their physical location. When it comes to community merchants, social is local.
Is this campaign an effective way to reach the Huggies’ target market? The approach is clearly targeted to mothers and does so in a way that suggests the Huggies brand really understands the challenges of motherhood. It goes beyond the basic love and pride a mother feels for her child to the underlying motives and needs that face mothers. This is a key component of demographic targeting. It’s about more than the basic facts. The marketer takes the demographic knowledge and uses it to understand the needs of the market.
These variables may be used alone or combined with other segmentation bases such as demographics. Psychographics tend to provide the richest picture of a consumer segment in that the descriptions of psychographic segments help marketers to know the real person making the consumption decisions.
For example, in the auto industry people who buy hybrids and electric cars look for different benefits from a car than those who buy muscle cars or SUVs.
For example, knowing how much of a product a group uses and how often they purchase that product can be useful information—especially because “heavy users” often differ quite a bit from occasional users. And, even though these hard-core customers usually are a minority of the total customers that patronize an organization, they often account for a lot of its sales.
Decisions regarding just how much to rely on social media and how to design programs that will be effective require us to understand as much as we can about just who participates in social media and how they may differ from one another. We will discuss each of these typologies in the coming slides. Unilever’s campaign reminds us that in many cases the target audience will include more than a single technographic type. For this reason it’s key to offer multiple ways to participate. For example, the Doritos and Pepsi Max Crash the Super Bowl contest offers opportunities for several forms of participation. Creators contribute videos to the contest site and share the videos on other media sharing sites such as YouTube. Critics rate and vote on the videos submitted. Conversationalists talk about the videos. Collectors share the video links using channels such as Twitter and Facebook and tag the videos so that others can find them. Joiners and spectators view the videos but may not help to promote them. Still, they add to the overall impact of the contest because brand awareness for Doritos and PepsiMax increase and joiners and spectators may not have been exposed to the messages prior to the Super Bowl event had it not been for the creators, conversationalists, and collectors.
In this scheme, digital lifestyle groups are based on two characteristics: (1) whether they hold a positive or negative view of digital mobility and (2) relationships with assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives).
In this scheme, digital lifestyle groups are based on two characteristics: (1) whether they hold a positive or negative view of digital mobility and (2) relationships with assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives).
This typology plots segments along two axes: the perceived benefits of using social media and the perceived barriers to using social media. The Anderson Analytics’ model of social behavior is more limited in its applicability than the other models presented. Its value exists primarily in understanding the types of barriers consumers face as they adopt and explore social media communities.
Twitter is a service for microblogging, the posting of short messages.
Though infrastructure, channels, devices, and social software make social media possible, people like you make it a living, breathing part of everyday life. Social media is first and foremost about community: the collective participation of members who together build and maintain a site. Though different approaches exist, we’ll refer to online communities as a group of people who come together for a specific purpose, who are guided by community policies, and who are supported by Internet access that enables virtual communication. Here is a brief sampling of online communities; there may be some out there just waiting for you! • MyLife • LiveJournal • Tagged • Last.fm • LinkedIn In some ways, online communities are not much different from those we find in our physical environment. The Merriam-Webster Dictionary (online version, of course) defines community as “a unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns.” In fact, one social scientist refers to an online community as a cyberplace where “people connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity.”
All social communities are social networks. Networks underlie the premise of social media. This slide presents the basics of social network theory.
Chances are you’ve heard of the game The Six Degrees of Kevin Bacon. It’s based on the principle known as the six degrees of separation ; an observation that everyone is connected to everyone else by no more than six ties. This statement comes from the mathematical model known as a small-world network , which illustrates that most nodes in a social graph are not directly linked to one another — instead they are indirectly connected via neighbors. The principle is highly relevant in social media marketing, where sources of influence can flow throughout the network easily and quickly. It is this connectivity that has given rise to viral marketing where a message such as a joke or bizarre YouTube clip quickly spreads among members of a network. Social networks also have the characteristic of being “ scale free.” This means that the more connections someone has, the more likely they are to make new ones.
Virtual communities do not develop and thrive without a foundation of commonality among the members. Just as your offline communities are based on family, religious beliefs, social activities, hobbies, goals, place of residence, and so on, your online communities also need commonalities to create bonds among the members. These groups come together to allow people to share their passions, whether these are for indie bands, white wines, or open-source apps. Communities are made up of people who share some reason to join together. As we said, this basis can be a location, a shared characteristic, a hobby, an occupation, or any number of other activities that people share.
Researchers estimate that only 1 percent of a typical community’s users regularly participate and another 9 percent do so only intermittently. The remaining 90 percent just observe what’s on the site, so they don’t add a lot of value.
These memes (snippets) may include songs, phrases, ideas, slang words, fashion trends, or shared behaviors. For example, when the TV show The Apprentice caught fire a few years ago, its trademark term “You’re fired!” made the rounds very quickly.
When people form community relationships these affiliations allow them to accumulate resources that they can “trade” for other things. This is “Social Capital.” Social capital tends to be a limited and protected resource.
This resource easily accrues online because of our accessibility to people who can help us with a variety of issues even though we may not know them personally. In contrast, our core ties, those people with whom we have very close relationships, may or may not be in a position to provide solutions to some problems we face (or we may not want them to know about these in some cases). Interestingly, through the course of giving and receiving bonding social capital, we may come to develop core ties, or at least significant ties (somewhat close connections, but less so than core ties), with others in the community.
In other words, influencers develop a network of people through their involvement in activities. They are active participants at work and in their communities. Their social networks are large and well developed.
Influencers exist in all social communities. It is a natural pattern for some members to be more active and to acquire positions of authority within a community. The source of the influence itself, however, originates from the power bases an influencer may possess.
We refer to connections in a SNS with many terms, including friend, fan, follower, colleague, and contact. The biggest predictor of whether someone will become active in a social network space, regardless of the site’s primary function, is the presence of a critical mass of friends. Of the four elements detailed on the slide of SNS participation, three are dependent upon the nodes in your network. If your contacts are not active in your experience, your own activity in the network will be stunted because you won’t have people with whom to interact, you won’t receive sufficient feedback, and your content will not be redistributed.
Sociologists have recognized that technological innovations actually can help us to maintain and support a number of community relationships despite physical distances and other limitations. A Pew report showed that the more we see members of our network in person and talk on the phone, the more likely it is that we will also communicate with those people online. So, the more connected you are, the more connected you will become!