Understanding Facebook Users


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Inspiring Keynote at the 2011 Emerging Media Conference. To watch the video of this and other talks visit http://wappow.com/videos

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Understanding Facebook Users

  1. 1. Psychographic Segmentation Data: 1-5 ratings of how much people need every feature of your mediaFactors: Groups of 1. Status updates/photosrelated features 2. Info/news 3. App content 4. Profile managementClusters: Groupsof similar people 18 0% % 16 % 16 50 % %
  2. 2. average factor score average factor score -1 -1 0 1 2 0 1 2 Media & News Media & News Updates Updates Games Games Fans Linking Linking Public Public Branders Sharing Sharing Invitations Invitations Private average factor score Private average factor score -1 0 1 2 -1 0 1 2Media & News Media & News Updates Updates 16% 18% Games Games Linking Linking 22% 23% Public Public Neutrals Sharing 4% 17% Sharing Invitations Invitations Social-Searchers average factor score average factor score Private Private -1 -1 0 1 2 0 1 2 Media & News Media & News Updates Updates Games Games Facebook’s User Types (FBSIGN) Linking Linking Public Public Sharing Sharing Gamers Invitations Invitations Influencers Private Private
  3. 3. Facebook’s User Types (FBSIGN) • Fans join interest groups based on politics, art, and music, and they often link their Facebook account to other websites. • Branders prefer public to private networking, and they often use Facebook as a tool for business, building a personal brand, or accumulating social capital. • Social-Searchers employ Facebook to learn about news, media, and entertainment, but they show little interest in apps and games. • Influencers share videos, links, and good deals with others, and they rarely use the private forms of messaging or sharing available on Facebook. • Gamers are motivated by games, apps, and coupons; they interact with strangers as often as acquaintances, and though fewer in number they log the most time on Facebook. • Neutrals are unmotivated by most of Facebook’s features including status updates, and they report being members only to keep connected to the events of family and friends.
  4. 4. Other Psychographic Segments Facebook Allrecipes T-Mobile 5. Opportunities for learning and creativity, mastery. Offline Networkers Foodies Professional Balance 4. Status, recognition from Wokaholics others, importance of work Needs (Maslow, 1954)Impression Managers Entertainers Tech-heads 3. Acceptance, part of a group, identification with a Update Junkies Networkers Socializer successful teamInfo-Only Spectators Learners Family On-Call 2. Physical safety, economic security, freedom from threats Cruisers App-Users Providers 911 Minimalist 1. Physical survival. Water, food, sleep, homeostasi s
  5. 5. More Information• Find out your segment http://psychsterdata.com/fbsign/quiz.php• Read the full paper here.• See the full slideshow here.• Listen to a talk about this study http://bit.ly/S2YAz8 .• Visit http://Psychster.com .