Week Two Social Media in a Marketers World: Targeting

Social Media Marketing 8200 May 21, 2014

Target Marketing

Twitter: @seedgirl

LinkedIn: crista.renner

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Review: Social Media Zones

Social Media Marketing Tuten Solomon

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Review: Social Media Landscape

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Review: Social Media Landscape

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Review: Social Media Planning

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Learning Outcomes• LO 1 Understand the steps required in

segmenting a target market

• LO 2 Write a complete market profile

• LO 3 Compare & Contrast a standard target market profile with a narrative format

• LO 4 Distinguish which elements area relevant to a target market profile

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Considerations from last week

Consider the targets you are working with in your work now.

Who are they and how can you reach them? What resources do you use to identify your target

markets?

Case Study: Jimmy Fallon

https://www.youtube.com/watch?v=4LvMeYEwWGQ

Maslow’s Heirarchy of Needs

http://www.simplypsychology.org/maslow.html

Maslow believed that individuals possess a set of motivation systems unrelated to rewards or unconscious desires.

Maslow (1943) stated that people are motivated to achieve certain needs. When one need is fulfilled a person seeks to fullfil the next one, and so on.

Maslow’s Heirarchy of Needs

1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep.

2. Safety needs - protection from elements, security, order, law, limits, stability, freedom from fear.

http://www.simplypsychology.org/maslow.html

Maslow’s Heirarchy of Needs

3. Social Needs - belongingness, affection and love, - from work group, family, friends, romantic relationships.

4. Esteem needs - achievement, mastery, independence, status, dominance, prestige, self-respect, respect from others.

5. Self-Actualization needs - realizing personal potential, self-fulfillment, seeking personal growth and peak experiences.

http://www.simplypsychology.org/maslow.html

Target Audience Segmentation

Target Audience – VALS Tool

Marketing – McGraw-Hill Ryerson, 2nd Edition, Grewal, Levy, Persaud, Pg. 220

Target – Primary vs. Secondary

Decoding Target Audience Who are they What’s their most pressing issue, problem or desire Where do they get their info What benefit of your product or service solves their

problem What sets off their “BS” detector? Who do they trusthttp://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target-audience/

Standard Target Profile

http://ernestbarbaric.com/ultimate-guide-advanced-target-market-profiles/

Narrative Target Profile

http://ernestbarbaric.com/ultimate-guide-advanced-target-market-profiles/

Empathy Map

http://ernestbarbaric.com/ultimate-guide-advanced-target-market-profiles/

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Social Media Demographics

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Putting it all together

Refer to assignment on D2L You can work in pairs or small groups to

discuss for the rest of the class Submit independently next wee If you can’t be here, email to me

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Resources Business Model Canvas: http://bit.ly/1pOiS1C Empathy Map:

http://www.innovationgames.com/empathy-map/ How to use an empathy map:

http://www.tadpull.com/usability-tools/how-to-use-empathy-map-for-user-experience-mapping

Good.co Career Archetypes: http://www.good.co/ How to define your targets:

http://www.inc.com/guides/2010/06/defining-your-target-market.html

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Resources VALS Consumer Insight:

http://www.strategicbusinessinsights.com/vals/ Social Media Landscape:

http://www.business2community.com/social-media/todays-social-media-landscape-and-where-you-fit-in-0182029#!PiTao

Labor Council Campaign Handbook: http://tylabourcouncil.weebly.com/uploads/8/8/6/1/8861416/lccampaignbook.pdf

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Next Week: Goals, Objectives, Strategies

Consider your social media goals and objectives. Can you articulate what they are?

How do your social media goals fit within the larger context of your marketing and organizational goals?

What metrics do you have in place to evaluate your social media strategies?