Digital Marketing Forum

s e g m e n t a t i o n

S o c i a l m e d i a

2

I n t e r a c t i v e R e s e a r c h C e n t e r

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Interactive Research Center is an agency delivering research and consultancy on brands’ digital life to interactive agencies, media houses and end-clients. IRC’s core activities are: • preparing and conducting social and market

research • constructing and supporting brands’

strategies in the internet • consulting brands’ activities in Social Media • developing research software for internet

users for stationary and mobile purposes

We cooperate on daily basis with**: • End-Clients: Unilever CEE regional unit*,

Microsoft Poland, T-Mobile Poland, Tesco*, mBank, Play GSM*

• Research Agencies: TNS Poland*, Millward Brown SMG/KRC

• Media Houses: Starcom Media Vest, Zenith Optimedia

• PR agencies: Ciszewski MSL*, Edelman Digital* • Interactive Agencies: Saatchi&Saatchi*, Next

* IRC is an official partner of this company.

**References from accounts and research unit managers from companies cooperating with IRC may be

delivered if needed.

CEE & Russia

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1 I ’ v e g o t e n o u g h o f S o c i a l M e d i a g i b b e r i s h

OUTDOOR &

MASS MEDIA

DISPLAY

ON

WWW

SOCIAL

MEDIA

Usually they

only vaguely

support each

other

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2 Di f f e ren t a ims

Display

Brand Awareness & Image

If causes action –usually leads to

loyalty programmes and lead databases

Offline purchase

Social Media

Engagement

Fake loyalty

Online commerce

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3 P r o b l e m s w i t h c o o p e r a t i o n

Display Social

Media

Display may lead to landing place offering fun & engagement

Why Social Media does not support Social Media? (there are

bigger budgets afterall)

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4

W h a t c a n w e l e a r n f r o m S o c i a l M e d i a ?

Interests Demography

Activities Friends

and social circles

Wealth Attitude towards brands

Psychography Engagement

ratio

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Case of Romanian beauty&care product fanpages

in February 2013

5 Beau ty i n Roman ia

40418

30675

14076

5139 4454 4060 2070 1150 895 5

Interactions in February 2012

39307 UU

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6 Top p re fe r red con ten t

comment 46 like 3200 share 100

comment 101 like 2415 share 125

comment 29 like 2117 share 656

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7 To p p r e f e r r e d c o n t e n t

Source of inspiration

Copy effectiveness

Digital Marketing Funnels

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8

H o u r l y & w e e k l y i n t e r n e t a c t i v i t y

hour

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

When to

display?

When to

engage?

11

9

H o u r l y & w e e k l y i n t e r n e t a c t i v i t y

12

10

A r e a s o f a c t i v i t i e s i n S o c i a l M e d i a

35%

33% 33%

32% 32%

31%

29% 29% 29% 29%

Out of top 300 fanpages on which cosmetic users are active

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11

Networks of interactions of cosmetic users

A r e a s o f a c t i v i t i e s i n S o c i a l M e d i a

14

12

Where to communicate?

With whom to cooperate?

Whether to diversify

communication?

Which segments to benchmark to?

A r e a s o f a c t i v i t i e s i n S o c i a l M e d i a

15

13 I n t e r e s t s ( „ l i k e s ” )

65%

56% 51% 50%

46% 44% 43% 42% 40% 40%

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14

Viral content News&Politics

Gandul

Libertatea.ro

Realitatea.NET

ROL.ro

RTV.NET

TV&Music Media & Brands

Gandul

Libertatea.ro

Realitatea.NET

ROL.ro

RTV.NET

Adele

Adele.1

Alaturi.de.Presedintele.Nostru

Andi.Moisescu

AndraMusic

Andreea.Balan

Antena.3.Romania

Antonia

Bancuri

Eduard.CRBL

Ellie.White

Facebook.for.Every.Phone

Kiss.FM

Mihai.Gadea

Mircea.Badea

Mr..Bean

ProTV

Radio.21.Romania

Radio.ZU

Romanii.au.talent

Smiley

StirileProTV

Yahoo.Messenger

YouTube

21,000,000 Romani

Aplicatii Funny

Broasca Dilie

Bubu

Esti Roman ?! Hai cu noi

Generatia Cu Cheia La Gat

Just For Fun

Papagali Vorbitori

Poze pentru zodii

Râsător

Salvare pentru SMURD

TehnicSmarT

Vrei să râzi?

Zodii.net

I n t e r e s t s ( „ l i k e s ” )

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15

Where to communicate?

With whom to cooperate?

Create bottom up target

groups

Validate Target Groups

I n t e r e s t s ( „ l i k e s ” )

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16 B e h a v i o r a l s e g m e n t a t i o n

78%

19%

2%

passive users

conversationalists

creators

Why not Malcolm Gladwell’s Tipping Point Theory or Nielsen’s

1-9-90 rule?

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17

Whom to affilliate on

landing sites?

Who to target

awareness campaigns?

Whom to engage?

How to engage?

B e h a v i o r a l s e g m e n t a t i o n

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18 Why to make an e f f o r t ?

It may be about creating strategy – at the first step of campaign

Adservers Real Time

Bidding Social Ads Mailings

But if you match cookie with logins on Social Media platforms…

H o w m a y w e h e l p ?

Interactive Research

Center

41 Sienna St., ap. 15

00-833 Warsaw, Poland

Kontakt: alek@ircenter.com

Telefon: +48 696 435 672