Social customer segmentation overcomes the limits of traditional segmentation
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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.
![Social Customer Segmentation
• 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.
2
“[Data] It’s like crude oil.
It needs refining before it
becomes gasoline.”](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Social customer segmentation overcomes the limits of traditional segmentation
- 1. Social Customer Segmentation METHODOLOGY AND BENEFITS Presented by REINHARDT SCHUHMANN
- 2. Social Customer Segmentation • 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. 2 “[Data] It’s like crude oil. It needs refining before it becomes gasoline.”
- 3. 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
- 4. Social Customer Segmentation • Limited access to consumer behavioral and affinity information • Little contextual information for segmented groups • Participant bias and unreliable responses • Small sample sizes 4 Challenges of Traditional Segmentation
- 5. Social Customer Segmentation Advantages of Social Segmentation 5
- 6. Social Customer Segmentation Social Customer Segmentation Objective • Demographics and social networks • Mutual affinity and intersection of key groups • Group features; shared interests, communities, relationships, and communication styles 6 expose deeper understanding of the audience or customer base
- 7. Social Customer Segmentation 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 7
- 8. 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
- 9. Social Customer Segmentation 9 Methodology Data Organization
- 10. Social Customer Segmentation 10 Entertainees Investigators Sports Fans Websites and TV Programs PR NewsWire Dexter Showtime HBO Netflix History Channel Discovery Channel National Geographic NBC ESPN HBO Spike TV Showtime Netflix Interests and Affinities Movies Popular TV Shows Peer-approval Electronics Celebrities Current Events Science Technology History Movies Football Hockey NBA & NCAA Soccer Games Movies Activities Watching movies Watching TV online Live streaming video Socializing with peers Streaming video Blogging Researching/Reviewing products Sharing content online Live streaming Watching games Watching HBO Language Uses emoticons and slang “sweet” “gotta” “uverse” “nite” “uber” Good punctuation/capitalizatio n Full sentences Informal writing style Abbreviations, ex. “lmao” Profanity Example Verizon FiOS Overview
- 11. Social Customer Segmentation Example – Verizon FiOS 11 Example Verizon FiOS Segment
- 12. Social Customer Segmentation Example – Breakfast Cereal 12 Example: Breakfast Cereal Demographics
- 13. Social Customer Segmentation Example – Breakfast Cereal 13 Example: Breakfast Cereal Psychographics
- 14. Social Customer Segmentation Example – Breakfast Cereal 14 Example: Breakfast Cereal Group Comparisons