Inspiring Keynote at the 2011 Emerging Media Conference. To watch the video of this and other talks visit http://wappow.com/videos

2. Psychographic Segmentation
Data: 1-5
ratings of how
much people
need every
feature of your
media
Factors: Groups of 1. Status updates/photos
related features 2. Info/news
3. App content
4. Profile management
Clusters: Groups
of similar people
18
0% % 16
%
16
50 %
%

3. average factor score average factor score
-1
-1
0
1
2
0
1
2
Media & News Media & News
Updates Updates
Games Games
Fans
Linking Linking
Public Public
Branders
Sharing Sharing
Invitations Invitations
Private
average factor score Private average factor score
-1
0
1
2
-1
0
1
2
Media & News Media & News
Updates Updates
16%
18%
Games Games
Linking Linking
22%
23%
Public Public
Neutrals Sharing
4%
17%
Sharing
Invitations Invitations
Social-Searchers
average factor score average factor score
Private Private
-1
-1
0
1
2
0
1
2
Media & News Media & News
Updates Updates
Games Games
Facebook’s User Types (FBSIGN)
Linking Linking
Public Public
Sharing Sharing
Gamers
Invitations Invitations
Influencers
Private Private

4. Facebook’s User Types (FBSIGN)
• Fans join interest groups based on politics, art, and
music, and they often link their Facebook account
to other websites.
• Branders prefer public to private networking, and
they often use Facebook as a tool for
business, building a personal brand, or
accumulating social capital.
• Social-Searchers employ Facebook to learn about
news, media, and entertainment, but they show
little interest in apps and games.
• Influencers share videos, links, and good deals with
others, and they rarely use the private forms of
messaging or sharing available on Facebook.
• Gamers are motivated by games, apps, and
coupons; they interact with strangers as often as
acquaintances, and though fewer in number they
log the most time on Facebook.
• Neutrals are unmotivated by most of Facebook’s
features including status updates, and they report
being members only to keep connected to the
events of family and friends.

5. Other Psychographic Segments
Facebook Allrecipes T-Mobile
5. Opportunities for learning
and creativity, mastery.
Offline Networkers Foodies Professional Balance
4. Status, recognition from
Wokaholics others, importance of work
Needs (Maslow, 1954)
Impression Managers Entertainers
Tech-heads
3. Acceptance, part of a
group, identification with a
Update Junkies Networkers Socializer successful team
Info-Only Spectators Learners Family On-Call 2. Physical safety, economic
security, freedom from threats
Cruisers App-Users Providers 911 Minimalist 1. Physical survival.
Water, food, sleep, homeostasi
s

6. More Information
• Find out your segment http://psychsterdata.com/fbsign/quiz.php
• Read the full paper here.
• See the full slideshow here.
• Listen to a talk about this study http://bit.ly/S2YAz8 .
• Visit http://Psychster.com .