Carbon Dioxide Treatment Partially Overcomes Self-incompatability ...
Social customer segmentation overcomes the limits of traditional segmentation
14
Social Customer Segmentation METHODOLOGY AND BENEFITS Presented by REINHARDT SCHUHMANN
-
Upload
tracx -
Category
Social Media
-
view
447 -
download
3
description
Customer segmentation is an undeniably valuable tool that helps brands better understand and reach key consumer groups. There are numerous benefits to dividing a broad group of customers into subsets with shared characteristics. Segmentation allows brands to determine the key groups within their customer base and then focus efforts on better serving them. Over the past decade, social media has brought about a much-discussed explosion in consumer data, adding to the ever-expanding pool of “big data” and bringing with it new opportunities for customer segmentation.
Transcript of Social customer segmentation overcomes the limits of traditional segmentation
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.”
Jose
ph T
r ipod
i, C
oca
Co l
a’s
CM
O
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
