SOCIAL
CONSUMERS
RTV 453
CELL PHONES
OFF AND PUT
AWAY
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Some reminders
 The project tells you weeks ahead what is coming
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up. Throwing together something at the last
minute accomplishes very little if anything.
You have to read and study the material.
The quizzes should help prepare you for the major
exams
Football team analogy
Music department comparison
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Connecting Chaps. 2 & 3
 Chapter 2 focused on understanding how any
organization or entity would plan for
implementing a strategy for reaching ‘customers’
and accomplishing a sales objective
 Chapter 3 is about how to understand consumers
and how to connect with them
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Learning Objectives
 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 aspects of social identity? How do
individuals build their social identities? How are
these identities relevant to marketers?
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Learning Objectives
 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?
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I’m going to open a computer
business in Commerce…
 Who is my target market?
 How much will it cost to run the business?
 What will be my ROI?
 How much profit do I need?
 Who are my competitors?
 How will I get my target market’s attention?
Interest? Loyalty?
 How will I generate and maintain customers?
 Field of Dreams approach?
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But first…
in Chapter 3
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the process of dividing a market
into distinct groups that have
common needs and characteristics
Market
segmentation
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refers to segmenting markets by
region, country, market size,
market density, or climate.
Geographic
segmentation
Social Media Marketing, 2e©
When marketers utilize common
characteristics such as age, gender,
income, ethnic background, educational
attainment, family life cycle, and
occupation to understand how to group
similar consumers together, it’s ----
Demographic
segmentation
Social Media Marketing, 2e©
------ segmentation approaches slice
up the market based on personality,
motives, lifestyles, and attitudes and
opinions.
psychographic
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----- segmentation groups individuals
in the marketing universe according to
the benefits they seek from the
products available in the market.
benefit
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----- segmentation divides consumers
into groups based on how they act with
regard to a brand or a product
category.
behavioral
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----- refers to brands that inspire
passionate loyalty in their customers
lovemarks
Social Media Marketing, 2e©
------- is the way we represent
ourselves via text, images,
sounds, and video to others who
access the Web.
Digital identity
Social Media Marketing, 2e©
A ------ is the mark a person
makes when he or she occupies
digital space.
Social footprint
Social Media Marketing, 2e©
Records of your activities may
make up a -------- (assuming you
share enough detail with
regularity), which is essentially
a diary you keep through your
social media activities.
lifestream
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---- refers to the percentage of
the target audience that can be
accessed using a form of media.
reach
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---- come from syndicators of
content that send content
directly to subscribers, either
as a podcast or newsfeed.
RSS (Really
Simple
Syndication
Social Media Marketing, 2e©
The consumer / user – the people
marketers want to reach
 Your Social Brand
 A handle
 A ‘digital brand name’
 That’s why your project should have a
‘marketable’ name
 This applies to everyone engaging in social
media, not just ‘businesses’
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Motives and Attitudes Influences
Social Media Activities: Why We
Login
 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 may be one of the most important
motives for brands to acknowledge. *
Social Media Marketing, 2e©
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Motives and Attitudes Influences
Social Media Activities: Why We
Login
 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.’
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Motives and Attitudes Influences
Social Media Activities: Why We
Login
 Curiosity impulse: (also called prurient impulse:
People may feel a curiosity about others and want
to feed this interest.
 Validation impulse: Social media focuses intently
on the individual, and this is about being online
and being involved to feed our own ego.
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What about privacy?
 Do people recognize how much
they’re sharing online?
 Do people realize how little privacy
the Internet gives us? (person search)
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What about privacy?
 Concern about privacy as it relates to your social
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media activities 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 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.
Johari Window from psychology
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Six types of social behavior
online.
 People can belong to multiple categories.
 Creators create content.
 Conversationalists are people who are talking
through social media and doing so frequently.
 Critics are reactors to content, rather than
creators of content. (‘comments’)
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Six types of social behavior
online.
 Collectors tend to be efficient and organized users
of social content. Collectors may use RSS feeds,
bookmark and share online content, add tags to
content such as bookmarked articles, photos, and
videos, and ‘vote’ for content.
 Joiners maintain a profile on one or more social
networking sites and visit those sites on a regular
basis.
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Six types of social behavior
online.
 Spectators consume content. They read, watch,
and listen. Spectators treat online content like
that available in other media—television,
magazines, and radio.
 Inactives are online but they aren’t social
participants.
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 Review and reflection
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Define digital primacy. Do your
media choices reflect the claim
of digital primacy?
Digital primacy refers to a focus
on digital communications. We can
see it in action as we choose to
watch television online and listen
to music on sites like Pandora.
Social Media Marketing, 2e©
What is the difference between a
social footprint and a
lifestream?
Lifestreams are time-ordered
streams of entries and posts.
Whereas your social footprint is
the mark you leave after you
occupy a specific digital space,
your lifestream is the ongoing
record of your digital life.
Social Media Marketing, 2e©
What is a social identity?
Social identity is the profile of a
consumer based upon their social
footprint.
Social Media Marketing, 2e©
What major variables do marketers
use to segment consumers?
Geographic, demographic,
psychographic, benefit, behavioral,
Social Media Marketing, 2e©
Project
 How can we apply this knowledge to what we
create and do with our social media project?
 Learn from what already exists
 The ‘business you selected’ evaluation…
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Social Media Marketing, 2e©
Project – evaluate a business
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United Airlines
First, searched United Airlines social media
I found their Perks Plus Video
I found a Facebook event post
 And a Facebook MLK post
 And a Facebook promotion
 I found a Can you Name the Plane Instagram
 I found a Behind the Scenes video from a
Google Hangout
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Social Media Marketing, 2e©