self segmentation

Self-segmentation Leveraging the power of social media networks Nick Wreden CEO, FusionBrand Asia’s leading data-driven brand consultancy www.fusionbrand.com

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segmentation, social media

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Self-segmentationLeveraging the power of social media networks

Nick Wreden

CEO, FusionBrandAsia’s leading data-driven brand consultancy

www.fusionbrand.com

What are segments?

Groups of users sharing one or more similar characteristics – Gender, income, age, education, interests, etc.

Girls

StudentsSoldiers

Why segment?

If you are a brand, segmentation increases your share of voiceIf you are a performance advertiser, segmentation increases your ROI

Brands

Direct

Response

Advertisers

SEGMENTATION TYPES

Self Collaborative filtering

Classic (behavior, etc

buckets)

SELF-SEGMENTATION

Social networks

Web 2.0 (iGoogle, widgets)

Ad hoc, personal

PASSION!Personal Corporate

SOCIAL NETWORKING CATEGORIES

Business Organization/ Custom

Vertical Personal Video/Games(MMP

OG)

QuickTime™ and a decompressor

are needed to see this picture.

SOCIAL NETWORKING USER TYPES

Content consumer

“Socialite” Relationship builder

Content creator

SOCIAL NETWORKING SEGMENT STRATEGIES

Sense Define Deliver Sustain Passion that unites Rules of engagement Community values Leaders/ influencers

How you meet/satisfy/ enable passion Differentiation Relationship to community Media (blogs, video, widgets, sponsorships, PR, etc.) Messages

Operational excellence (service, quality, etc) Engagement (consistency & commitment) Economic, experiential, emotional value Measurement

“Give, then take” React & respond Report & analyze Expand & deepen

SOCIAL NETWORKING SEGMENT TACTICS

Personas Messages ContentEngage- ment Response

True believer Follower Enabler Mediator Guru And others…

Involved Trailblazer Responsive Responsible Adaptable Resource Facilitator And others…

Ads PR Background Tools Customer communication Video Widgets And others…

Interactivity Personali-zation Surveys, etc Games Referrals CG content Stakeholder panels Reviews

Acknow-ledgement Improve (product & processes) Co-creation And others…

WHAT ARE YOUR NEXT STEPS?

1. 2.

3. 4.

Asia’s Leading Data-Driven Brand Consultancy

[email protected]

+6 03 7954-7075

Learn Risk

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