Self-segmentation Leveraging the power of social media networks Nick Wreden CEO, FusionBrand Asia’s leading data-driven br...
What are segments? Groups of users sharing one or more similar characteristics – Gender, income, age, education, interests...
Why segment? If you are a brand, segmentation increases your share of voice If you are a performance advertiser, segmentat...
PASSION! Personal Corporate SEGMENTATION TYPES Self Collaborative filtering Classic (behavior, etc buckets) SELF-SEGMENTAT...
SOCIAL NETWORKING CATEGORIES Business Organization/ Custom Vertical Personal Video/Games(MMPOG) SOCIAL NETWORKING USER TYP...
SOCIAL NETWORKING SEGMENT STRATEGIES Sense Define Deliver Sustain <ul><li>Passion that unites </li></ul><ul><li>Rules of e...
SOCIAL NETWORKING SEGMENT TACTICS Personas Messages Content Engage- ment Response <ul><li>True believer </li></ul><ul><li>...
Asia’s Leading Data-Driven Brand Consultancy [email_address] +6 03 7954-7075 Learn Risk Map Leap WHAT ARE YOUR NEXT STEPS?...
Upcoming SlideShare
Loading in …5
×

Self Segmentation

1,483 views
1,301 views

Published on

segmentation, social media

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,483
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
29
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Self Segmentation

  1. 1. Self-segmentation Leveraging the power of social media networks Nick Wreden CEO, FusionBrand Asia’s leading data-driven brand consultancy www.fusionbrand.com
  2. 2. What are segments? Groups of users sharing one or more similar characteristics – Gender, income, age, education, interests, etc. Girls Students Soldiers
  3. 3. Why segment? If you are a brand, segmentation increases your share of voice If you are a performance advertiser, segmentation increases your ROI Direct Response Advertisers Brands
  4. 4. PASSION! Personal Corporate SEGMENTATION TYPES Self Collaborative filtering Classic (behavior, etc buckets) SELF-SEGMENTATION Social networks Web 2.0 (iGoogle, widgets) Ad hoc, personal
  5. 5. SOCIAL NETWORKING CATEGORIES Business Organization/ Custom Vertical Personal Video/Games(MMPOG) SOCIAL NETWORKING USER TYPES Content consumer “ Socialite” Relationship builder Content creator
  6. 6. SOCIAL NETWORKING SEGMENT STRATEGIES Sense Define Deliver Sustain <ul><li>Passion that unites </li></ul><ul><li>Rules of engagement </li></ul><ul><li>Community values </li></ul><ul><li>Leaders/ influencers </li></ul><ul><li>How you meet/satisfy/ enable passion </li></ul><ul><li>Differentiation </li></ul><ul><li>Relationship to community </li></ul><ul><li>Media (blogs, video, widgets, sponsorships, PR, etc.) </li></ul><ul><li>Messages </li></ul><ul><li>Operational excellence (service, quality, etc) </li></ul><ul><li>Engagement (consistency & commitment) </li></ul><ul><li>Economic, experiential, emotional value </li></ul><ul><li>Measurement </li></ul><ul><li>“ Give, then take” </li></ul><ul><li>React & respond </li></ul><ul><li>Report & analyze </li></ul><ul><li>Expand & deepen </li></ul>
  7. 7. SOCIAL NETWORKING SEGMENT TACTICS Personas Messages Content Engage- ment Response <ul><li>True believer </li></ul><ul><li>Follower </li></ul><ul><li>Enabler </li></ul><ul><li>Mediator </li></ul><ul><li>Guru </li></ul><ul><li>And others… </li></ul><ul><li>Involved </li></ul><ul><li>Trailblazer </li></ul><ul><li>Responsive </li></ul><ul><li>Responsible </li></ul><ul><li>Adaptable </li></ul><ul><li>Resource </li></ul><ul><li>Facilitator </li></ul><ul><li>And others… </li></ul><ul><li>Ads </li></ul><ul><li>PR </li></ul><ul><li>Background </li></ul><ul><li>Tools </li></ul><ul><li>Customer communication </li></ul><ul><li>Video </li></ul><ul><li>Widgets </li></ul><ul><li>And others… </li></ul><ul><li>Interactivity </li></ul><ul><li>Personali-zation </li></ul><ul><li>Surveys, etc </li></ul><ul><li>Games </li></ul><ul><li>Referrals </li></ul><ul><li>CG content </li></ul><ul><li>Stakeholder panels </li></ul><ul><li>Reviews </li></ul><ul><li>Acknow-ledgement </li></ul><ul><li>Improve (product & processes) </li></ul><ul><li>Co-creation </li></ul><ul><li>And others… </li></ul>
  8. 8. Asia’s Leading Data-Driven Brand Consultancy [email_address] +6 03 7954-7075 Learn Risk Map Leap WHAT ARE YOUR NEXT STEPS? 1. 2. 3. 4.

×