Social Customer SegmentationMETHODOLOGY AND BENEFITS

Presented by

REINHARDT SCHUHMANN

Social Customer Segmentation 2

• Customer Segmentation is an undeniably valuable tool that helps brands understand and reach key consumer groups.

• Social media has brought about a much-discussed explosion in consumer data, bringing with it new opportunities for customer segmentation.

• Tracx has developed a means of leveraging social audience data to produce rich customer segmentation.

“[Data] It’s like crude oil. It needs refining before it

becomes gasoline.”

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Social Customer Segmentation

TRACX

Enterprise Social Media Platform

3

PRODUCT INNOVATION

• Concept Testing• Creative Ideation

SALES• Acquisition Points• Targeting• Lead Generation• Consumption Funnel

MARKETING• Display Buying• Influencer Marketing• Content Publication

CUSTOMER SUPPORT• Social Outreach

• Brand Monitoring• CRM Workflow

PUBLIC RELATIONS• Reputation Management• Influencer Measurement

• Crisis & Issues Management

RESEARCH AND INSIGHTS• Campaign Measurement• Audience Management

• Competitive Analysis

Social Customer Segmentation 4

• Limited access to consumer behavioral and affinity information

• Little contextual information for segmented groups

• Participant bias and unreliable responses

• Small sample sizes

Challenges of

Traditional Segmentation

Social Customer Segmentation 5

Advantages of

Social Segmentation

Social Customer Segmentation 6

Social Customer Segmentation

Objective

• Demographics and social networks

• Mutual affinity and intersection of key groups

• Group features; shared interests, communities, relationships, and communication styles

expose deeper understanding of the audience or customer base

Social Customer Segmentation 7

Social Customer Segmentation

Insights & Results

Social customer segmentations yield results that move beyond the boarders of social media to drive cross-departmental applications.

• Target customers effectively with relevant content on their preferred media

• Build and shape campaign strategies for identified target groups

• Determine best practices for content generation

• Identify opportunities and limitations for your brand

Social Customer Segmentation 8

Methodology

Overview

• Review existing consumer research

• Sample interactions with brand/topic content to

identify themes

• Segment social data through custom queries

• Analyze bucketed data to define group characteristics

• Survey group activity to assess psychographics

• Review and compile data to construct consumer

landscape and group boundaries

Social Customer Segmentation 9

Methodology

Data Organization

Social Customer Segmentation 10

Entertainees Investigators Sports Fans

Websites andTV Programs

PR NewsWireDexter

ShowtimeHBO

Netflix

History ChannelDiscovery Channel

National GeographicNBC

ESPNHBO

Spike TVShowtime

Netflix

Interests and Affinities

MoviesPopular TV Shows

Peer-approvalElectronicsCelebrities

Current EventsScience

TechnologyHistoryMovies

FootballHockey

NBA & NCAASoccerGamesMovies

ActivitiesWatching movies

Watching TV onlineLive streaming videoSocializing with peers

Streaming videoBlogging

Researching/Reviewing products

Sharing content online

Live streamingWatching gamesWatching HBO

LanguageUses emoticons and slang“sweet” “gotta” “uverse”

“nite” “uber”

Good punctuation/capitalizatio

nFull sentences

Informal writing styleAbbreviations, ex.

“lmao”Profanity

Example

Verizon FiOS Overview

Social Customer Segmentation 11

Example – Verizon FiOSExample

Verizon FiOS Segment

Social Customer Segmentation 12

Example – Breakfast CerealExample: Breakfast Cereal

Demographics

Social Customer Segmentation 13

Example – Breakfast CerealExample: Breakfast Cereal

Psychographics

Social Customer Segmentation 14

Example – Breakfast CerealExample: Breakfast Cereal

Group Comparisons