Social Consumers - Chapter 3
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Social Consumers - Chapter 3

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This is a PPT to accompany Chapter 3 of the text, Social Media Marketing, by Tuten & Solomon.

This is a PPT to accompany Chapter 3 of the text, Social Media Marketing, by Tuten & Solomon.

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  • Note: These are Tracy Tuten’s personal PPTs. They are not the published supplements affiliated with the text. Amanda Steeley aided in the development of Chapter 3 PPTs.

Social Consumers - Chapter 3 Social Consumers - Chapter 3 Presentation Transcript

  • CHAPTER 3:SOCIAL CONSUMERS
  • Chapter Learning Objectives How are our lives reflected online? In what ways are individuals involved in the four zones of social media? How and why does digital culture play a role in consumer behavior? Why are consumers drawn to social activities? Which bases of segmentation are relevant to target wired consumers in a social context? What are the most important segments of social consumers? What do the segments tell us about targeting users of the social Web?
  • Social Touchpoints in a Wired Life Social Media Touchpoints: Includes time of day, location, Internet-enabled device, channels, and vehicles used Social Footprint: The mark a person makes when he or she occupies the digital space Lifestreams: Time-ordered streams of entries and posts Lifestream aggregators: Tumblr, Posterous, HootSuite, Flavors.Me
  • Figure 3.1Depictionof aSocial Life
  • Figure 3.2 A Social Footprint
  • Your Social Brand Your handle is your username in social communities Your handle is your digital brand name Step 1: Choose your digital brand name. Step 2: Ensure you aren’t handle squatting Step 3: Ensure your digital brand name is available in many social communities (www.namechk.com)
  • The Life of the Digital Consumer Digital Natives – Born at a time when society adopted digital technologies. (No “choice.”) Digital Immigrants – Choose to what extent they become socialized into digital culture.
  • Smith Mag’s 6 Word Memoirshttp://www.smithmag.net/sixwords-digital-life/
  • Diffusion of (Digital)InnovationsCharacteristics of innovative products that explainthe rate at which people are likely to adopt thesenew options:1. The relative advantage of the innovation (compared to alternative)2. The ability to observe and try the innovation3. The innovation’s compatibility (assimilation into daily life)4. The innovation’s simplicity of use
  • Kodak’s Advertising Campaign“The real Kodak moment happens when you share.” Encourages adoption (of innovation) by focusing on simplicity of use: “Share” button Nostalgia for digital immigrants Social media and solicitation of user- generated content for digital natives
  • Penetration Rate & Online Reach Penetration Rate: The percentage of the population with Internet access. Reach: The percentage of the target audience that can be accessed using a form of media.Internet World Stats:http://www.internetworldstats.com/top25.htm
  • ActivityYour product is a watch for the Silent Generation. What Internet activities could you integrate to target this generation? How? Should you make a rating system on your e- commerce website a priority? Why or why not?
  • Why We Login• Affinity Impulse: The impulse to acknowledge a liking and/or relationship with individuals and reference groups• Prurient Impulse: The impulse to respond to a curiosity about others• Contact Comfort & Immediacy Impulse: Natural drive to feel a sense of psychological closeness to others• Altruistic Impulse: Immediate Altruistic Response (IAR) – Do good and do it quickly• Validation Impulse: “Feed the ego”
  • Psychographic Segmentation “Richest” picture of a consumer segment Helps marketers to know “the real person” making the consumption decisions BMW psychographic segmentation allowed for creation of vehicles for several categories, in addition to additionally acquired product lines (Rolls-Royce and Mini Cooper):  Upper-liberals  Post-moderns  Upper conservatives  Modern mainstream
  • Market Segmentation The process of dividing a market into distinct groups that have common needs and characteristics. Geographic Segmentation Demographic Segmentation Psychographic Segmentation Benefit Segmentation
  • How Do You Interact with BrandsSocially? Pick a brand you interact with via social media. Write it down. Why do you interact with them? How?
  • Benefit Segmentation:What benefits do consumers want from theirinteractions with brands in social mediaenvironments?1. Lovemarks - www.lovemarks.com2. Brand Butlers – Mobile apps3. Sales Promotions – Discounts and prizes
  • Figure3.3SocialTechno-graphicsLadder
  • The Mobile Difference• Pew Internet & American Life Project Study• Results - 10 digital lifestyle groups• Groups based on 2 characteristics: • Whether they hold a positive or negative view of digital mobility • Their relationships with assets, actions, and attitudesDigital Mobility – Whether the individual welcomesmobility as a way to further delve into digitalcommunications
  • Pew Technology TypesMotivated by Mobility Stationary Preferred Media Digital collaborators  Desktop veterans Ambivalent networkers  Drifting surfers Media movers  Information encumbered Roving nodes  Tech indifferent Mobile newbies  Off the network
  • What Kind of Tech User Are You? Take the quiz: http://www.pewinternet.org/Participate/Wha t-Kind-of-Tech-User-Are-You.aspx
  • Anderson AnalyticsPlots segments along two axes: perceivedbenefits of using social media and perceivedbarriers  Fun Seeker  Social Media Mavens  Business  Time Starved  Leisure Follower  Social Media Pessimist  Concerned
  • Figure 3.4 Social Users and Nonusers
  • Microblog User TypesTypes of Posts Types of Users Original statements  Elite Responses to the  Difference makers statements of others  Knowledge seekers Re-posts (RTs)  Attention Seekers
  • Recap Discussion Reminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.