Facebook Segmentation Study that identifies 6 types of Facebook users. Note disclaimer that we are still in process of confirming that types identified before pulication in the MCDM Four Peaks journal.

2. “Social media has come of age…
Marketers now have the ability to
augment their traditional marketing
approaches with rich behavioral
and activity-based targeting that
should increase marketing ROI
significantly.”
Prashant Suryakumer, social media engagement manager,Making
Data Relevant: The new Metrics for Social
Marketing, www.mashable.com January 2011

3. We asked the question:
CAN FACEBOOK USERS BE
GROUPED INTO SIMILAR
GROUPS BASED ON BEHAVIORAL
ACTIVITIES?
The answer:
YES!

4. DISCLAIMER
Before our results are ready for publication in the Four Peaks
journal, additional analyses is required. We need to confirm that
the 6 clusters presented in our research are in fact the final
clusters.
Stay tuned for the final update on Facebook Segmentation.
Thank you!

5. HOW DID WE DO IT?
In May 2012, we posted our 117 question survey to Catalyst
and recruited, encouraged, and cajoled our friends, family,
acquaintances and professional connections to take the
survey
90 questions directly related to use, interest or perceived value
of Facebook features
25 questions about basic online behavior, specific brands, use
of other social media/online platforms, Facebook usage
behavior and importance of personal image
2 demographic questions to determine age and gender of
participants

6. WHO RESPONDED?
 240 total; 236 with active Facebook
accounts were allowed to participate
 Average age: 38
 75% female; 25% male

7. WE CAME UP WITH SEVEN COMMON FACTORS
OR GROUPS OF FEATURE RELATED CATEGORIES
1. Media, information and news: learn about book, movies, music,
clothing/fashion, local places, travel, blog/news
2. Social updates: likelihood to like/comment on friends status, importance of status
updates that are friends only, status updates are important, likelihood to comment on photos/share
photos
3. Public networking: want photos that are viewable by everyone, value public status
updates, frequently use Twitter, likelihood to link to social media sites, use Facebook for business
4. Politics: likelihood to link to info site, news site, interest in groups based on politics, likely to
like politics
5. Games: use Facebook to play games, likely to play games, use apps to play games, play
games online, likely to share content applications
6. Image: important to be respected, appear informed, be seen as trustworthy, seen as budget
conscious, deal finder, adventurous, popular
7. Privacy and deals: Frequently use coupon apps, use apps to get deals, use apps
to enter sweepstakes and contents, important of status updates that are private

8. WE OBSERVED SIX DISTINCT SEGMENTS
1. 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: don’t really like Facebook or any of its features.

9. HOW THE SIX FACEBOOK TYPES MAKE UP THE GLOBAL
SET OF ALL SURVEY RESPONDENTS
Rejecters
10%
Info Junkies
23%
Gamers 17%
Interest
Group 9%
Business
Update
Networkers
Junkies 25%
17%

10. WHAT
KIND
OF
FACEBOOK
USER
ARE
YOU?

12. DAYS ON FACEBOOK LAST WEEK
7
6
5
4
3
2
1
Info Junkies Special Interest Group Professional Networkers Spectators Gamers Rejecters

13. HERE ARE OUR CONCLUSIONS
 It is possible to identify and group Facebook users into
smaller, targetable groups based on their self-professed
interests and activities, while using Facebook and its
features.
 The info junkies, interest group, business networkers
and gamers have single focused reasons for using
Facebook, they are primarily driven to Facebook for very clear
activities and are the groups easiest to target based on their
activities and interests.
 The update junkies and rejecters are on Facebook for
broader, more general reasons.
 Even though the update junkies and rejecters make up a
combined 35 percent of Facebook users, their behaviors indicate
that they may not be the most receptive group to
targeted messages or products.

14. Presentation by
Nora Robertson
Mariana Llamas-Cendon
Heidi Isaza
Linda Jacobson
Music credit: When_Im_46 via PartnersInRhyme