SOCIAL CONSUMERS SEGMENTS

Learning Objectives (1)
 Why do social media marketers need to
understand the behavior of consumer segments?
What are the bases of segmentation used to
group consumers?
 What are the elements of social identity? How do
individuals build their social identities? How are
these identities relevant to marketers?
 What behaviors are exhibited by people using
social media?To what extent are people
participating in the four zones of social media?
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
3-2

Learning Objectives (2)
 How can we explain the motives for participation
in social media activities? What attitudes are most
relevant for our understanding of social consumer
behavior?
 What are the most important segments of social
media consumers? What do they tell us about
targeting users of the social Web?
3-3

Bases of Segmentation
Geographic
Demographic
Psychographic
Benefit
Behavioral
3-4

Social Identity
3-5

Figure 3.1
Depiction
of a
Social Life
3-6

Figure 3.2 A Social Footprint
3-7

What Do Your Social Profiles
Say About You?
3-8

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)
3-9

Selfies, Selfies Everywhere
 Dallas Pets Alive used the selfie
phenomenon to help homeless
pets get adopted!
 The #muttbombing campaign
augmented selfies with additions
of homeless pets.
 Submit your own muttbombing
suggestion to
www.muttbombing.com.
3-10

The Self-Audit in Social Media
Vision
Validation
Vindication
Vulnerability
Vanity
3-11

Self Audit in Social Media
 A personal audit should categorize social media
activity according to the values expressed in the social
engagement.
 Vision: A vision post answers the questions, “Did I
learn something?Was I inspired?”
 b.Validation: A validation activity answers the
question, “Am I accepted by a group?”
 c. Vindication: A vindication post informs others, “I
am right.”
 d.Vulnerability: A vulnerability post opens one’s self
to others, “I am approachable.”
 e.Vanity: A vanity post reveals a tendency to
narcissism, “Look at me. I am all that.”
Social Media Marketing, 2e© 3-12

A “Dark Side” Discussion
 Should we have the “right to be
forgotten”?
“The EU has a directive called the Right to Be
Forgotten ruling which declares that people can
control access others have to digital information
about them”
How can this ruling affect business?
3-13

It’s a Wired World
3-14

3-15

Motives for Social Media
Activities
Affinity
Personal
utility
Contact,
comfort, and
immediacy
Altruism Curiosity Validation
3-16

 Affinity impulse: Social networks enable participants to express an affinity, to
acknowledge a liking and/or relationship with individuals and reference groups.
 Personal utility impulse: While we tend to think of social media participation
truly as community participation, some do consider, “What’s in it for me?”This is
the personal utility impulse and it may be one of the most important motives for
brands to acknowledge.
 Contact comfort and immediacy impulse: People have a natural drive to feel a
sense of psychological closeness to others. Contact comfort is the sense of relief
we feel from knowing others in our network are accessible. Immediacy also
lends a sense of relief in that the contact is without delay.
 Altruistic impulse: Some participate in social media as a way to do something
good.They use social media to “pay it forward.”The altruistic impulse is also
aided by the immediacy of social media, and this value has been played out in
the immediate altruistic responses (IAR)of social media users to aid calls during
crises such as the earthquake relief for Haiti or Japan.
 Curiosity impulse: People may feel a curiosity about others and want to feed
this interest—this is also known as the prurient impulse.
 Validation impulse: Social media focuses intently on the individual.You can
share as much or as little of your opinions and activities, and comment on those
of others.This focus on the self highlights the validation impulse, in other words,
feeding one’s own ego.

Privacy Salience
3-18

Privacy Salience and Social
Media Choices
 Are you concerned about privacy as it relates to your
social media activities?This concept is known as privacy
salience.
 The privacy paradox describes people’s willingness to
disclose personal information in social media channels
despite expressing high levels of concern for privacy
protection.
 Social privacy is privacy in the context of one’s experience.
 Whether due to a lack of privacy salience or a distinction in
whether the media used to communicate is public or
private, social media users may be guilty of oversharing.
 The true self is made up of qualities a person possesses
but that they may have difficulty expressing to others.

Social Media Segments
SocialTechnographics
Pew InternetTechnologyTypes
Microblog UserTypes
3-20

Social Technographics
 Social technographics is based on research
conducted on the social and digital lives of
consumers.

Social Technographics
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Pew Technology Types
 Pew InternetTechnologyTypes
 In this scheme, digital lifestyle groups are based
on two characteristics:
 (1) whether they hold a positive or negative
view of digital mobilityand
 (2) relationships with assets (gadgets and
services), actions (activities), and attitudes
(how technology fits in their lives
3-23

Microblog User Types
Polarized
crowds
Tight
crowds
Brand
clusters
Community
clusters
Broadcast
networks
Support
networks
3-24

Bytes to Bucks: Social Identity
 Your social identity is created by your digital
footprints.
 Marketers can enrich your profile by matching
other data to data scraped from the web.
 Social identity data is useful for social CRM
programs and direct marketing.
3-25

SOCIAL CONSUMERS SEGMENTS

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