Self Segmentation
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Self Segmentation

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segmentation, social media

segmentation, social media

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Self Segmentation Self Segmentation Presentation Transcript

  • Self-segmentation Leveraging the power of social media networks Nick Wreden CEO, FusionBrand Asia’s leading data-driven brand consultancy www.fusionbrand.com
  • What are segments? Groups of users sharing one or more similar characteristics – Gender, income, age, education, interests, etc. Girls Students Soldiers
  • 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
  • PASSION! Personal Corporate SEGMENTATION TYPES Self Collaborative filtering Classic (behavior, etc buckets) SELF-SEGMENTATION Social networks Web 2.0 (iGoogle, widgets) Ad hoc, personal
  • SOCIAL NETWORKING CATEGORIES Business Organization/ Custom Vertical Personal Video/Games(MMPOG) SOCIAL NETWORKING USER TYPES Content consumer “ Socialite” Relationship builder Content creator
  • SOCIAL NETWORKING SEGMENT STRATEGIES Sense Define Deliver Sustain
    • Passion that unites
    • Rules of engagement
    • Community values
    • Leaders/ influencers
    • How you meet/satisfy/ enable passion
    • Differentiation
    • Relationship to community
    • Media (blogs, video, widgets, sponsorships, PR, etc.)
    • Messages
    • Operational excellence (service, quality, etc)
    • Engagement (consistency & commitment)
    • Economic, experiential, emotional value
    • Measurement
    • “ Give, then take”
    • React & respond
    • Report & analyze
    • Expand & deepen
  • SOCIAL NETWORKING SEGMENT TACTICS Personas Messages Content Engage- ment Response
    • True believer
    • Follower
    • Enabler
    • Mediator
    • Guru
    • And others…
    • Involved
    • Trailblazer
    • Responsive
    • Responsible
    • Adaptable
    • Resource
    • Facilitator
    • And others…
    • Ads
    • PR
    • Background
    • Tools
    • Customer communication
    • Video
    • Widgets
    • And others…
    • Interactivity
    • Personali-zation
    • Surveys, etc
    • Games
    • Referrals
    • CG content
    • Stakeholder panels
    • Reviews
    • Acknow-ledgement
    • Improve (product & processes)
    • Co-creation
    • And others…
  • 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.