The document discusses different types of social media users and their behaviors. It profiles 6 archetypes - Traditional Terri, Ambitious Amber, Everyday Eddie, Vice Vicky, Popular Penny, and Cool Cade. For each, it provides their self-description and characteristics about how they use social media, including their preferred platforms, types of content shared, and goals in using social media. The document aims to help understand different audiences in order to effectively engage with them through social media.
5. UNCOVER CONSUMER DNA
Uniquely positioned to understand core
drivers for behaviors (purchase, use and
support) across a wide variety of
industries, modes and contexts.
My work allows me to predict emerging
trends in technology, adoption and to
evaluate messaging and execution.
12. Traditional Terri
•Must be very easy
•It can be “you” or “I”, as long as you know it’s from “me”
•Not concerned with being 1st, as long as they think it’s funny
•Predictable outcome or humor - serialized sitcom (PG-13)
•Crave connection and nostalgia
@eholtzclaw
14. Ambitious Amber
•It must be easy
•“I” not “You”
•My message - not canned
•Doesn’t want to offend
•Looks for affirmation
•Current on pop culture and new trends via mass media
•Smart humor - unpredictable
@eholtzclaw
16. •Interest is outside of social media or technology
•Talks about funny commercials, videos in person, not online
•Fewest number of friends
•May not use Facebook at all
•Stream video for area of interest
•Looks up information about interests - sports or news
•Very low tech - probably using a flip phone
Everyday Eddie
@eholtzclaw
18. • It must be easy
• “I”, “I”, “I”
• My message - not canned
• Ok with humor at others’ expense
• Looking for recognition
• Feel they set the standard
• Associates with vice brands
Vice Vicky
@eholtzclaw
20. • It must be very easy
• “I” not “You”
• Doesn’t want to offend
• Looks for affirmation
• “Me too”, but one of the first
• Juvenile/innocent humor
Popular Penny
@eholtzclaw
21. Cool
Cade
“I look for new or interesting items
that others haven’t seen.”
@eholtzclaw
22. • Willing to work for something, but not extreme
• Real world experience - must try something
• Authenticity is important
• Looking for application
• Intrigued by novelty - something new
• Must be asked - rarely shares unless sees need
Cool Cade
@eholtzclaw
23. “SOCIAL MEDIA” IS HERE TO STAY
Understanding why your
customers use it helps
you capitalize on this
important channel