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2/14/2013
Perfecting the Over Done Social Media Segmentation
Person NameVice President, Measurement Science
Presented at the
Advances in Validating Cross-Media Segmentation
2/14/2013
The Puzzling Questions
Is advertising more effective if targeted to the social media influencers?
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The Puzzling Questions
If we could validate a social media segmentation on four media platforms, through a single-source, would this get us closer to unlocking the power of influence?
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Social Influencer Classification
4 Categories in SymphonyAM Influence Classification Key Facebook variables captured and highly differentiated on in our segments
Number of Friends (Reach) Number of Posts & Status Updates (Messages) Number of Comments to Anything (Reactions) Number of Likes to Posts & Status Updates (Reactions) Number of Photos Number of Posts to their Timelines
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Social Influencer Categories
Social Movers Has the strongest combination of keys to
influence Strong ratio of comments to all posts (x to x) High reach, mid-high status updates, high
comments/reactions Moves people
Actively Liked High lessened combination of keys Comments to posts are more x to x and likes
to status are x to x High reach, high status updates, mid to low
comments/reactions, high likes/agreements Attracts followers
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Social Influencer Categories (contd)
Reservers Has the mixed combination of keys to
influence Very little status updates and therefore little
reactions High reach so there is potential Chooses to refrain from ‘actively updating’
Listeners Lowest combination of keys Little reach, little status updates, little
reactions Lurking and minimally involved
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TV Viewing Behavior
Key is difference in types of shows segments watch
Social Movers watch very differently from the other three segments
What is it about these shows – are they consistent over time?
Or is there a particular cluster/genre that SM favor?
Are there time-shifting, duration of viewing, location of viewing, that explain these?
Further longitudinal study needed.
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Based on panelists TV watching behavior during the week of December 3 In and out of the home All differences are significant at XX%
Reach of Viewing within Segment
TV Show Social Movers
Actively Likes Reservers Listeners Max v Min
Diff
SportsCenter xx xx xx xx xxKatie xx xx xx xx xxPrivate Practice xx xx xx xx xxAmerican Country Awards xx xx xx xx xxThe Office xx xx xx xx xxJersey Shore xx xx xx xx xxAmerican This Morning xx xx xx xx xxModern Family xx xx xx xx xxInside Edition xx xx xx xx xxCollege Football xx xx xx xx xxSymphonyAM, 2013