This document discusses key topics related to social media and consumers. It covers how individuals engage with social media across four zones: social community, social publishing, social entertainment, and social commerce. Various consumer segments for social media are identified, such as demographic, benefit, and psychographic segmentation. Popular social media platforms and the types of activities people engage in online are also reviewed. Marketers are advised to understand the different social media user segments to effectively target consumers.

1. Social
Consumers
By: Jannahlyn Mijares and
Kyle Cieri

2. 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 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?

3. Social Touchpoints
● Mind your social footprint
● As we visit websites we leave a digital trail
behind.
● Your social footprint is usually a good
indication of your interests and lifestyle.

4. Social Touchpoints CONT.
Figure 3.1

5. Social Touchpoints CONT.
Figure 3.2

6. Lifestreams
● The book defines Lifestreams as a Time-ordered
streams of entires and posts
● But what exactly does that mean.
o In a nut shell Lifestreams are all of your posts in
order from the day you started posting
o Popular websites that are centered around
Lifestreaming are Tumblr, facebook, twitter
o All of these websites time stamp your posts and
display them in order of date of post.

7. Your Social Brand
● This is your online identity also known as
your handle.
● Your handle is what others online know
you as often times it can be as simple as
your name (Like on facebook) but it can
also be your brand name (like on youtube)

8. The life of the Digital Consumer
● There are two types of Digital Consumers
● Digital natives - Are born in a time where
society adopted digital technologies (You
& Me)
● Digital Immigrants - Choose to what extent
they participate in the digital culture (Our
Parents)

9. Rogers Diffusion of Innovations
Theory
● This is the theory that presents characteristic of innovative
products that explain the rate at which people are likely to adopt
these new options:
o The relative advantage of the innovation
 Does it provide greater benefit that the existing
alternatives
o The ability to observe and try the innovation
 Tutorials and hands on time
o The innovation's compatibility
 How easily it can be assimilated into the person’s life
o The innovations simplicity of use
 How easy it is to use this new technology

10. A Wired World
● The World Internet Usage Statistics site
estimates that there are just over 1.7
billion Internet users worldwide.
● Asia hosts the most Internet users with
42.6 percent of the world’ online
population, followed by europe with 23.1
percent and North America with 13.6
percent.

11. A Wired World

12. What We do Online
● A popular online activity is online search, which simply means using a
search engine to find information using keywords.
o AKA GOOGLE!!!!!!!!
o Search engine advertising leverages that behavior by presenting
display ads associated with the search terms entered by the user.

13. Why We Login
● Obviously there are tons of reasons for why we login, the following are
the most common impulses researchers have identified:
o Affinity Impulse: The impulse to acknowledge a liking or
relationship with individuals
o Prurient Impulse: The impulse to respond to a curiosity about
others
o Contact Comfort Impulse: Natural drive to feel a sense of
psychological closeness to others
o Altruistic Impulse: Some participate in social media as a way to
do something “good”. (Ice Water Challenge)
o Validation Impulse: Feed the ego (Instagram)

14. Market Segmentation: Slicing the
Social Media Pie
● Marketers are rapidly adopting social media marketing strategies and techniques.
● Not all social media users are the same.
● There are segments within the population of social consumers.
o Geographic segmentation
 Refers to segmenting market by region
o Demographic Segmentation
 Utilizes common characteristics such as age, gender, income, ethnic background,
educational attainment, family life cycle, and occupation.
o Benefit Segmentation
 Groups individuals in the marketing universe according to the benefits they seek
from the products available in the market
o Psychographic Segmentation
 Slice up the market based on personality, motives, lifestyles, and attitudes and
opinions
o Behavioral Segmentation
 Divides consumers into groups based on how they act with regard to a brand or a
product category

15. Social Media Segments
● Because social media is such a new area, marketers are
still figuring out just how to use it, and to what extent they
should rely on these platforms.
● Another hurdle for companies are figuring out what social
media sight to target in order to reach the greatest
number of potential customers
o For example, A contest that requires players to upload
original video content will not succeed with a target
market that primarily consumes content but does not
create its own.

16. Social Technographics
● Forrester Research introduced the
concept based on research it conducted
on the social and digital lives of
consumers.
● From the that first study they were able to
identify six types of online people

17. Social Technographic Ladder

18. Case Study
● Kraft Philadelphia Cream Cheese
Campaign
o Real Women of Philadelphia
o Goal of 400 responses reached 5,600
o One year campaign turned into social media
network of 30,000 women
o Paula Deen as the “igniter”

19. Class Activity
1. Groups of 4
2. Create an original campaign for an
existing company.
3. Use the four zones
a) Social Community
b) Social Publishing
c) Social Entertainment
d) Social Commerce

20. Sources
http://mashable.com/2010/11/17/cream-cheese-social-network/
http://realwomen.phillycanada.com/blog
https://www.youtube.com/watch?v=iWhn4rayuEA
https://www.youtube.com/watch?v=QmkA5vYIeOY
Social Media Marketing Textbook