Social Media in the
Workplace
WEEK 3
CHAPTER OBJECTIVES
2-3
 How are our lives reflected online?
 How and why does digital culture play a role in consumer
behavior?
 Why are consumers drawn to social media activities?
 Which bases of segmentation are relevant to target wired
consumers in a social media context?
 What are the most important segments of social media
consumers? What do they tell us about targeting users of
the social Web?
SOCIAL TOUCH POINTS
IN A WIRED LIFE
Social Footprints are the marks
a person makes when he or
she occupies digital space
Lifestreams are time-ordered
streams of entries and posts
like Facebook’s timeline
Lifestream aggregators collect
multiple lifestreams and put
them in one place.
Hootsuite
about.me
Mylife.com
flavors.me
3-3
Example of some lifestream
aggregators:
THE LIFE OF DIGITAL
CONSUMERS
Digital Primacy: The
change in culture of
wired individuals
who turn first to
digital channels for
communication,
information, and
entertainment.
Compare your digital life
to those here at PBS’s
Digital Nation
Watch PBS’s
documentary here
DIFFUSION OF (DIGITAL)
INNOVATIONS
Based heavily on Roger’s “Diffusion of Innovations” that
presents characteristics of innovative products that explain
the rate at which people adopt new options. Includes:
• The relative advantage of the innovation (i.e., does it provide
a greater benefit than the existing alternatives?)
• The ability to observe and try the innovation,
• The innovation’s compatibility (how easily it can be
assimilated into the person’s life)
• How self-sustainable is the innovation?
6-3
An example
A WIRED WORLD
The measure of the percentage of a population with Internet
access is known as the Penetration Rate.
World Penetration Rates:
•
•
•
•
Asia – 19.4%
Europe – 52.0%
Australia – 60.0%
North America – 74.0%
Why We Login…
Affinity impulse: Social networks enable participants to
express an affinity, to acknowledge a liking or relationship
with individuals and groups.
10-3
Prurient impulse: People may feel a curiosity about others
and want to feed this interest.
Why We Login…
Contact comfort and immediacy impulse: People have a
natural drive to feel a sense of psychological closeness to
others.
Altruistic impulse: Some participate in social media as a way
to do something good.
11-3
Validation impulse: Social media focuses intently on the
individual.
WHAT WE DO ONLINE?
Percent of
Internet Users
Send or read email
94
Use a search engine to find information
87
Look for information online about a service or product you
are thinking of buying
78
Get news
75
Go online just for fun or to pass the time
72
Buy a product
72
Watch a video on a video sharing site such as YouTube
66
Use an online social networking site such as Facebook
61
12-3
Activity
Generations Online
GENERATIONS ONLINE: A
CLOSER LOOK
Much is made of the difference between digital immigrants
and digital natives
Closer look at digital natives
Closer look at digital immigrants
And what about those left behind? Digital refugees?
MARKET SEGMENTATION:
SLICING THE SOCIAL MEDIA PIE
Market segmentation is the process of dividing a market into
distinct groups that have common needs and characteristics.
HUGE implications for social media marketing since social
media allows us to reach more targeted audiences
Types of segmentation:
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Benefit segmentation
Behavioral segmentation
16-3
•
•
•
•
•
GEOGRAPHIC SEGMENTATION
Geographic segmentation refers to segmenting markets by
region, country, market size, market density, or climate.
Unimportant to social media? Think again! Location base social
media is thriving driven by the need to geographically connect
with potential customers
17-3
Brands can target at the local level with tools like Foursquare.
DEMOGRAPHIC
SEGMENTATION
Demographic segmentation refers to utilizing common
characteristics such as age, gender, income, ethnic background,
educational attainment, family life cycle, and occupation to
understand how to group similar consumers together.
18-3
Pew Social Media Demographics—does this even matter anymore?!
PSYCHOGRAPHIC
SEGMENTATION
Psychographic segmentation approaches slice up the market
based on personality, motives, lifestyles, and attitudes and
opinions.
19-3
Subaru has found this to be a powerful way to connect with
customers…
BENEFIT SEGMENTATION
Benefit segmentation groups individuals in the marketing
universe according to their notion of value. What makes the
product useful or important to them?
20-3
Extremely relevant to social media.
BEHAVIORAL
SEGMENTATION
Behavioral segmentation divides consumers into
groups based on how they act with regard to a brand or
a product category.
How do they behave with the product? Are they casual
users? Dependent upon it? Use every day? Rarely? Is it
a typical use with broad appeal or a narrow one with
small appeal.
21-3
How does this apply to social media tools and by
extension social media marketing? Remember Sharpie?
SOME EXAMPLES
Can you identify the
segments?
1.
http://www.youtube.com/watch?v=_hEzW1W
RFTg for China
2.
http://www.weylandindustries.com/
3.
http://www.youtube.com/watch?v=c2dXb_nq
yjs#t=33
4.
https://www.facebook.com/greypoupon
5.
http://www.youtube.com/watch?v=hLwiRH3cPg
6.
https://www.facebook.com/oreo
7.
http://www.youtube.com/watch?v=TyWQrmi
RoLE#t=12
8.
https://www.facebook.com/ca
9.
http://www.boojummex.com/about/burritorevolution
10. http://generalelectric.tumblr.com
11. www.pinterest.com/generalelectric
SOCIAL MEDIA SEGMENTS
Different typologies of digital consumers:
• Social Technographics from Groundswell
• Pew Internet Technology Types
• Anderson Analytics: Users and Nonusers
23-3
• These categories help you understand and
strategically engage customers who use
technology
SOCIAL TECHNOGRAPHICS
Social Technographics can be:
24-3
• Creators – contribute content to be shared with others
• Conversationalists – those who talk through social media
frequently
• Critics – those who react to the content created by others
• Collectors – efficient and organized users of social content
• Joiners – people who maintain a profile on one or more
social networking sites and visit the sites regularly
• Spectators – site on the periphery of social communities
• Inactives – online, but do not participate in a meaningful
manner
• Example: Crash the Superbowl
THE SOCIAL TECHNOGRAPHIC
LADDER
PEW INTERNET
TECHNOLOGY TYPES
A topology of 10 digital lifestyles:
• Motivated by Mobility
26-3
• Digital collaborators – own the most gadgets or any group
• Ambivalent networkers – use devices mobile devices for
networking, but believe people need breaks from connectivity
• Media movers – create content and share it on social
networking using mobile devices
• Roving nodes – connected for work purposes
• Mobile newbies – new to mobile connectivity
continued
PEW INTERNET
TECHNOLOGY TYPES
A topology of 10 digital lifestyles:
• Stationary Media Preferred
27-3
• Desktop veterans – content to use desktop computers with
high-speed Internet access
• Drifting surfers – infrequent online users who would not mind
giving up the Internet and their mobile device
• Information encumbered – suffer from information overload
• Tech indifferent – light users who would be willing to give up
digital connectivity
• Off the network – do not use the Internet or a mobile phone
ANDERSON ANALYTICS:
USERS AND NONUSERS
28-3
 Contains both social media users and non-users
 Users include:
 Fun seekers
 Social media mavens
 Business
 Leisure followers
 Non-users include:
 Social media pessimists
 Concerned
 Time starved
Click here to type yourself with Anderson Analytics’ Social Networking
Typing Tool and then more about Anderson Analytics’ insight into each
type…