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?

2

2/14/2013

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?

3

2/14/2013

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

4

2/14/2013

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

5

2/14/2013

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

6

2/14/2013

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.

7

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

2/14/2013

Icons

2/14/2013

Info graphic

2/14/2013

Info graphic

2/14/2013

Info graphic