The Whos Who of Consumer Segments

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http://ow.ly/eYvWs, Ever since MySpace first made social networks sexy (and especially since Facebook brought it back), marketers have invested lots of time, energy, and resources to develop a strong …

http://ow.ly/eYvWs, Ever since MySpace first made social networks sexy (and especially since Facebook brought it back), marketers have invested lots of time, energy, and resources to develop a strong social media presence. Many have noticed a disconnect, however, between the customer reach provided by social media and actual, quantifiable customer acquisition and return on investment. The new consumer research released by The Incyte Group provides some new insight into how marketers can maximize their investments in social marketing.

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  • 1. THE WHO’S WHO OF CONSUMERSEGMENTSAnalysis of 4 Consumer Segments and the Way TheyUse Online Communities to Make Buying Decisions a publication of
  • 2. INTRODUCTIONEver since MySpace first made social networks sexy (and especially since Facebookbrought it back), marketers have invested lots of time, energy, and resources to developa strong social media presence. Many have noticed a disconnect, however, between the Contentscustomer reach provided by social media and actual, quantifiable customer acquisition INTRODUCTION ............................................1and return on investment. The new consumer research released by The Incyte Group WHAT ARE SEGMENTS,provides some new insight into how marketers can maximize their investments in social AND WHY DO WE CARE? ......................... 2marketing. SEGMENT 1: FASHIONISTA 1This is the second e-book in a series based on the findings from that study. The first PROFESSIONALS ...................................... 3highlighted how consumers use social media and other resources to research product SEGMENT 2: KNIGHTS 2and services online, explained how and where consumers want to build deeper WITH SHINY IMACS .................................. 4relationships with brands (hint, it’s not on Twitter), and discussed why online communities SEGMENT 3: WEB-BUILDING 3drive customer acquisition and revenue. This e-book will examine the characteristics of TECHIES ........................................................ 5unique market segments that are likely to join customer communities, and discuss how SEGMENT 4: BARGAIN-HUNTING 4you can best leverage your social media strategy to connect with each in a meaningful, MAMAS .......................................................... 6valuable way. SO WHAT DOES THIS MEAN FOR YOUR MARKETING STRATEGY? ... 7 CONCLUSION .............................................. 8 THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 1
  • 3. WHAT ARE SEGMENTS, AND WHY DO WE CARE?The Incyte Group study surveyed 1,897 qualified consumers who actively use theInternet and represent adults from all age, socio-economic, and geographic groups in theU.S. The findings provided us with some interesting information about the behavior ofAmerican consumers at large. Even more valuable, however, is the insight it provided usinto specific segments of consumers. These segments are bound together by personalattributes, behaviors, and the ways in which they prefer to interact online.The market segments examined in this e-book are made up of active social media usersand online consumers. They differ from one another demographically, but they all areinterested in joining a customer community to develop a relationship with your brandonline. The segments we’ll examine in this e-book are:Any social media strategy that targets one of these segments shouldtake into account the information presented in this e-book, so youcan approach them in the way that is most effective and appropriate Fashionistasfor them. Knights Techies Mamas % of the US population represented by our research, specifically: adults (18 and over) and internet users THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 2
  • 4. 1 SEGMENT 1: FASHIONISTA PROFESSIONALSThe first segment The Incyte Group research identified is made up of mostly femaleprofessionals, ranging in age from 25 to 34. This segments represents 47.2 million peoplein the US population. They tend to have discretionary income (and no kids to spend to iton), so in many ways this segment is a marketer’s dream. Most important, they want topublicly associate themselves with your brand, as well as provide feedback and receivepromotions …you just have to establish and nurture the relationship.These young women reported having a presence on every social network site that theIncyte Group asked them about (Facebook, YouTube, Linkedin, Twitter, and Google+).Their presence on Google+, which is the newest social network the study inquired about,suggests that they are early adopters of social media and are extremely social mediasavvy. FashionistasYour relationship with these women can be nurtured in a deeper, more meaningful way Knightsby implementing an online community that is hosted on your website and has strong Techieslinkages to your social networks, enabling easy sharing with their friends. These women Mamas % of the US population representedare interested in joining online communities to receive offers from your company, read by our research, specifically: adults (18 and over) and internet usersposts from other community members, and to give advice. They are most likely to joinyour community and advocate for your brand when offered an incentive, such as a simplecoupon.Bottom line:These women are interesting to marketers on their own because of their purchasingpower and the size of the segment. They become exponentially more powerful, however,because of their social connections and propensity to share information. Get the mostvalue out of this segment by creating active communities with strong social linkages, sothey can easily share with their fellow Fashionistas. THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 3
  • 5. 2 SEGMENT 2: KNIGHTS WITH SHINY IMACSThe second segment The Incyte Group identified is mostly made up of 24 to 35-year-oldprofessional men. These young men are well educated and like to be in the know aboutthe latest gadgets. They are, in some ways, the male counterparts to the Fashionistas. Butthey are different in notable ways that make them uniquely interesting and valuable.Here’s how: Knights join online communities primarily to share product expertise and beof assistance to their fellow consumers. They are tech-savvy and helpful by nature, sothey have the potential to be very valuable community members. If incentivized (even bysomething as simple as a web badge) they are willing to join communities, post answers,rate content, provide feedback, and refer friends. These communities should be stronglylinked to social networks so that it’s easy for Knights to tell their friends about theirparticipation. FashionistasThese young professionals represent 16.5 million in the general population (about a third Knightsof the first segment), so they don’t hold the same purchasing power as Fasionistas. They Techiescan, however, be very valuable resources to your brand because of the way they like to Mamas % of the US population representedinteract online and in communities. by our research, specifically: adults (18 and over) and internet usersBottom line:Knights can be your company’s best friends by acting as brand advocates and providingimpromptu support. Companies should appeal to their natural desire to be of assistancein order to best leverage them. THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 4
  • 6. 3 SEGMENT 3: WEB-BUILDING TECHIESThe Techies are the youngest of the segments identified by The Incyte Group, so it makessense that they are also the most socially connected. This segment is mostly made upof 21 to 24 year-old men, and they are plugged in to all the latest gadgets, apps, andnetworks. They are constantly seeking out others with common interests, especiallythose who share their love of technology.Because of their deeply connected nature, these young men are people you want talkingabout your brand. They don’t just want to read your content and evaluate your products;they want to let their friends and followers know that they’ve done so. These earlyadopters represent 29 million people in the US, but their strong social ties make theirinfluence exponentially greater.Techies are willing to join a community, refer friends, and advocate for your brand if Fashionistasoffered an incentive. For this in the know bunch, consider offering insider information or Knightsa free trial … they like incentives that make them feel like they’re exclusive friends of the Techiesbrand. Mamas % of the US population represented by our research, specifically: adultsBottom Line: (18 and over) and internet usersThese young men are tech-savvy and highly likely to advocate for your brand. Ask themto do so, and enable easy social sharing for brand awareness that spreads like wildfireamongst their fellow Techies. THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 5
  • 7. 4 SEGMENT 4: BARGAIN-HUNTING MAMASThe final segment we identified from The Incyte Group research is the most clearlydifferentiated from the other three segments we’ve examined. Segment 4 is made up ofmostly 35 to 44-year-old women. They represent 24.6 million people in the US and tend tobe moms who are responsible for the household shopping, so their purchasing power issignificant.These women are less savvy with social media and technology than the previous threegroups, but that doesn’t make them luddites. They spend time in online communitiesto share and receive information, and receive offers and promotions. They are willing tofreely give advice, and they do so regularly.When offered an incentive, Mamas are willing to join a community, rate content, providefeedback, refer friends, and advocate for your brand. They are value-driven buyers, so Fashionistasconsider offering a coupon or promotion to incentivize them to join your community. Knights TechiesBottom line: MamasThese Mamas are eager to participate in an online community to research topics, share % of the US population represented by our research, specifically: adults (18 and over) and internet userstheir knowledge, and receive offers and promotions. Incentivize them with coupons anddeals, and they will bring tremendous value to your community and brand. THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 6
  • 8. SO WHAT DOES THIS MEAN FOR YOUR MARKETING STRATEGY?In e-book one, we explained that social media is an important entry point into arelationship with your customers, but an online community (hosted on your website)is necessary to nurture that initial point of contact into a meaningful, long-lastingrelationship.The research also shows that it’s wise to customize community messaging and incentivesto the market segments your customers likely belong to. There are certain communityexperiences that each segment examined in this e-book mentioned as important to them.For your online community to encourage as much participation as possible it should: Have strong linkages to social networks. Quality ratings are important. People respond to incentives. THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 7
  • 9. CONCLUSIONThere is no denying that social media is a valuable way to reach current and potentialcustomers. Those are people on the other side of the screen, liking your page, followingyour tweets, and re-pinning your images. But in order to truly connect with them you needto understand who they are, and provide them with a customer community that meetstheir needs.While Get Satisfaction has been in the business of building valuable of customer Have questions?communities since 2007, this research drove home for us the importance of providing Feel free to emailcustomer communities that are flexible enough to serve the needs of specific consumersegments. That’s why we focuse on community experiences that can be anywhere sales@getsatisfaction.comyour customers are—on your website, as campaign destinations, on product and or, you can callsupport pages, in social networks, in search, and on mobile devices. This is the perfectcomplement to your social media strategy. .. 877-339-3997When your customers have a transparent, easy-to-use way to engage with your and talk to acommunity, right on your website, they know that you’re there for them and that you real human.care about what they have to say. This creates trust, and trust creates long-lastingrelationships. Those relationships are the recipe for a strong brand and a successfulbusiness, and that’s what Get Satisfaction is all about. Get started with a free trial today! THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 8