- 1. Social media has come of ageMarketers now have the ability
toaugment their traditional marketingapproaches with rich
behavioraland activity-based targeting thatshould increase
marketing ROIsignificantly.Prashant Suryakumer, social media
engagement manager,MakingData Relevant: The new Metrics for
SocialMarketing, www.mashable.com January 2011
2. We asked the question:CAN FACEBOOK USERS BE GROUPED INTO
SIMILARGROUPS BASED ON BEHAVIORALACTIVITIES?The answer: YES! 3.
DISCLAIMERBefore our results are ready for publication in the Four
Peaksjournal, additional analyses is required. We need to confirm
thatthe 6 clusters presented in our research are in fact the
finalclusters.Stay tuned for the final update on Facebook
Segmentation. Thank you! 4. HOW DID WE DO IT?In May 2012, we posted
our 117 question survey to Catalystand recruited, encouraged, and
cajoled our friends, family,acquaintances and professional
connections to take thesurvey 90 questions directly related to use,
interest or perceived valueof Facebook features 25 questions about
basic online behavior, specific brands, useof other social
media/online platforms, Facebook usagebehavior and importance of
personal image 2 demographic questions to determine age and gender
ofparticipants 5. WHO RESPONDED? 240 total; 236 with active
Facebook accounts were allowed to participate Average age: 38 75%
female; 25% male 6. WE CAME UP WITH SEVEN COMMON FACTORSOR GROUPS
OF FEATURE RELATED CATEGORIES1. Media, information and news: learn
about book, movies, music,clothing/fashion, local places, travel,
blog/news2. Social updates: likelihood to like/comment on friends
status, importance of statusupdates that are friends only, status
updates are important, likelihood to comment on
photos/sharephotos3. Public networking: want photos that are
viewable by everyone, value public statusupdates, frequently use
Twitter, likelihood to link to social media sites, use Facebook for
business4. Politics: likelihood to link to info site, news site,
interest in groups based on politics, likely tolike politics5.
Games: use Facebook to play games, likely to play games, use apps
to play games, playgames online, likely to share content
applications6. Image: important to be respected, appear informed,
be seen as trustworthy, seen as budgetconscious, deal finder,
adventurous, popular7. Privacy and deals: Frequently use coupon
apps, use apps to get deals, use appsto enter sweepstakes and
contents, important of status updates that are private 7. WE
OBSERVED SIX DISTINCT SEGMENTS1. Info Junkies:use Facebook to find
out about news (local and international) as well as
entertainment.2. Interest Group: most interested/active in
politics.3. Business Networkers: use Facebook as a business tool,
create broad messages viewable to everyone and focus on growing
their networks.4. Update Junkies: use Facebook to stay connected to
people they know.5. Gamers: love to play games and use Facebook as
a platform for gaming.6. Rejecters: dont really like Facebook or
any of its features. 8. HOW THE SIX FACEBOOK TYPES MAKE UP THE
GLOBALSET OF ALL SURVEY RESPONDENTSRejecters10% Info Junkies
23%Gamers 17%Interest Group 9% Business UpdateNetworkers Junkies
25% 17% 9. WHAT KINDOFFACEBOOKUSER AREYOU? 10. DAYS ON FACEBOOK
LAST WEEK7654321Info Junkies Special Interest Group Professional
Networkers Spectators Gamers Rejecters 11. HERE ARE OUR CONCLUSIONS
It is possible to identify and group Facebook users intosmaller,
targetable groups based on their self-professedinterests and
activities, while using Facebook and itsfeatures. The info junkies,
interest group, business networkersand gamers have single focused
reasons for usingFacebook, they are primarily driven to Facebook
for very clearactivities and are the groups easiest to target based
on theiractivities and interests. The update junkies and rejecters
are on Facebook forbroader, more general reasons. Even though the
update junkies and rejecters make up acombined 35 percent of
Facebook users, their behaviors indicatethat they may not be the
most receptive group totargeted messages or products. 12.
Presentation byNora RobertsonMariana Llamas-CendonHeidi IsazaLinda
JacobsonMusic credit: When_Im_46 via PartnersInRhyme