Hyper                        Micro                        Segmentation                        With Ric DragonDigitalEthos....
Demographics•   Age•   Religion•   Ethnicity•   Gender•   Household income           DigitalEthos.org/smac
Psychographics•   activity, interest, opinion (AIOs)•   attitudes•   values•   behavior             DigitalEthos.org/smac
Behavioral•   occasions•   loyalty•   usage Rates•   benefits            DigitalEthos.org/smac
Matrix Method                   Giraffes   Hippopotamuses     Monkeys    Elephants    LionsPeople seeking     Want to    W...
Create the Document• Domestic Animals (people who love…)   • Ferrets   • Cats   • Fish   • Dogs      • Rescue Dogs      • ...
Communities•   Using keyword research to find•   Existing; or you need to create?•   How do you participate?•   Role of Co...
CommunitiesDigitalEthos.org/smac
CommunitiesDigitalEthos.org/smac
DigitalEthos.org/smac
DigitalEthos.org/smac
DigitalEthos.org/smac
DigitalEthos.org/smac
DigitalEthos.org/smac
Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon              DigitalEthos.org/smac
Social Media Action Camp Hyper Micro-Segments
Social Media Action Camp Hyper Micro-Segments
Social Media Action Camp Hyper Micro-Segments
Social Media Action Camp Hyper Micro-Segments
Social Media Action Camp Hyper Micro-Segments
Social Media Action Camp Hyper Micro-Segments
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Social Media Action Camp Hyper Micro-Segments

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  • Linkedin Demographics
  • Online ethnography
  • Online ethnography
  • Social Media Action Camp Hyper Micro-Segments

    1. 1. Hyper Micro Segmentation With Ric DragonDigitalEthos.org/smac
    2. 2. Demographics• Age• Religion• Ethnicity• Gender• Household income DigitalEthos.org/smac
    3. 3. Psychographics• activity, interest, opinion (AIOs)• attitudes• values• behavior DigitalEthos.org/smac
    4. 4. Behavioral• occasions• loyalty• usage Rates• benefits DigitalEthos.org/smac
    5. 5. Matrix Method Giraffes Hippopotamuses Monkeys Elephants LionsPeople seeking Want to Want to save Want to Want to Want toto save or save hippopotami save save savepreserve giraffes monkeys elephants lionsPeople who Love Love hippopotami Love Love Lovelove as symbols giraffes as symbols monkeys elephants lions as as as as symbols symbols symbols symbolsPeople who People People who love People People Peoplelove as pets who Hippopotami as who love who love who love pets monkeys Elephants love Giraffes as pets as pets lions as as pets petsPeople who Study Study Study Study Studystudy giraffes hippopotami monkeys elephants lions(scientifically) DigitalEthos.org/smac
    6. 6. Create the Document• Domestic Animals (people who love…) • Ferrets • Cats • Fish • Dogs • Rescue Dogs • Obedience dogs • Specific Breeds • Hounds • Toy • Sporting • Terriers • Airedales • Airedale Fanciers Club of Duluth, MN DigitalEthos.org/smac
    7. 7. Communities• Using keyword research to find• Existing; or you need to create?• How do you participate?• Role of Community Management DigitalEthos.org/smac
    8. 8. CommunitiesDigitalEthos.org/smac
    9. 9. CommunitiesDigitalEthos.org/smac
    10. 10. DigitalEthos.org/smac
    11. 11. DigitalEthos.org/smac
    12. 12. DigitalEthos.org/smac
    13. 13. DigitalEthos.org/smac
    14. 14. DigitalEthos.org/smac
    15. 15. Thank You!Ric Dragon, DragonSearchdragon@dragonsearch.net | Twitter: @ricdragon DigitalEthos.org/smac
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