Social and the New Model For Market Segmentation

TOPIC QUESTIONS

Q1) Is traditional market segmentation still relevant?

Q2) What should be more important for Brands: social segmentation or engagement?

Q3) How are you segmenting your customers with Social Media?

Event Details

Event Date:
2010-02-23
Event Time:
12PM - 1 PM EST

Participants:
37
Tweets:
368

Embed:

Moderator

Ken Burbary

twitter: @kenburbary

web: www.ey.com

BIO: As a professional web marketer and technologist, I have 14 years of online marketing & advertising experience, including a deep background in interactive and new media. I work with companies to create successful online initiatives that will further their brand objectives, improve customer service by building strong digital relationships with their customers, and increase sales. Right now I head up the Digital Strategy & Social Media practice a ...more

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Moderator

@sharonmostyn and that is an entirely different chat. Strategic listening / Social MEdia Monitoring #sm48

RT @Marc_Meyer: FYI Next weeks #socialmedia tweetchat host is Powered's VP of Strategy and Solutions @gregverdino #sm48

@CoryOBrien @adamcohen Isn't that the truth! #sm48

List of listening/monitoring/analytics tools that can help get started in social segmentation - http://bit.ly/iewwR #sm48

@jimstorer Thanks for joining Jim, was nice to see you here #sm48

4) social data (what info do they use and rely on) 5) influencer (who do they influence and impact) #sm48

key themes for social segmentation 1) location (where are they) 2) behavior (what social activities) 3) trust & influencers #sm48

we've reached the end of the hour for #sm48 so, in summary.....

@CoryOBrien Do you expect that to change? Tools cannot automate the human judgement call required in social analysis right now #sm48

@jsandford It will help but those are still just some of many inputs into social segmentation #sm48

@EdHartigan @sharonmostyn Start with the business objective first, then that will be clear. #sm48

Question 3 was : How are you segmenting your customers with Social Media? #sm48

@karimacatherine We jumped to Q3 it seems. Thanks for noticing tho #sm48

@techguerilla Perfect example is Sysomos and Salesforce integration that was annouced - http://bit.ly/cNS0j9 #sm48

Start social segmentation with monitoring. It allows you to learn where customers are in social, and begin learning how they behave #sm48

@techguerilla As the channel evolves, sub-channels and new categories emerge, yes. Careful not to make every website a "channel" #sm48

@themaria agreed! That's the entire point for this chat. Pointing out and understanding the differences of social segmentation #sm48

@themaria It is, but don't tell that to how most companies have marketed for the past 100 years #sm48

Ad-hoc #sm48 question: What current methods and/or data are YOU using to get started in social segmentation?

@sharonmostyn Seems the general consensus among the chat participants is that this isn't an either/or scenario. Segment then engage #sm48

Good blog post highlighting how to approach influencer segmentation - http://bit.ly/9xklvO #sm48

@chrissfife @adamcohen @EdHartigan Which brings us back to the original point of segmenting. Boil down 2 areas that deliver most value #sm48

@jsandford Influencer segmentation is becoming more critical and aligns with emerging concepts like Social Influence Marketing #sm48

@techguerilla Define channel. Twitter is not a channel to me #sm48

Ok, time for question 2) What should be more important for Brands: social segmentation or mass engagement? #sm48

@chrissfife Which is why influencers needs to be a part of social segmentation #sm48

@chrissfife Agreed but it's important to take the steps to identify and understand that circle of influencers for social engagement #sm48

RT @chrissfife: w/ SM it's more important to look at what people need/want & how they go about fulfilling (where they talk about it and with who) #sm48

Good clarification RT @adamcohen: nteresting that people are defining segmentation differently. Channels are tactics, not segments(IMO)#sm48

Facebook to Jon isn't the same as Facebook to Jane. And so on 4 each SM platform. Segment based on understanding the social behaviors #sm48

Which leads to the next segmentation question, What does your customers social behavior look like? #sm48 (hint: they can vary dramatically)

@nigellegg @eamcc @socialtality Yes, we've added channels, but consumers don't use those SAME channels the same way. #sm48

@chrissfife Another valid point. Dangerous to place too much importance on sentiment due to sentiment analysis shortcomings #sm48

@jimstorer Glad you made it. Jump right in #sm48

@chrissfife Perfect, that was my next point. First segmentation question to ask - Where are my customers in social media? #sm48

Let's try to nail down some key questions to ask when getting start segmenting your social media audience #sm48

@socialtality Excellent point re: observation. Social media can provide raw, unfiltered feedback without disruption to obtain it #sm48

@jsandford That's part of it, although getting there isn't so easy. How do you approach segmenting social? #sm48

Social segmentation needs to address areas that demographics, psychographics, geography cannot. Social behavior and influencers #sm48

@adamcohen Agreed, segmentation is still immature when it comes to social, but the real question is how to approach it differently #sm48

@sharonmostyn @coryobrien What expanded criteria need to be included in social media segmentation? #sm48

@techguerilla Nice catch on that missed hashtag for #sm48, thank you!

Question #1) Is traditional market segmentation still relevant to social media initiatives? #sm48

Today's #sm48 chat will be about the role that customer & data segementation plays in social media initiatives. Let's kick things off!

Kicking off our #sm48 chat on social media & segmentation momentarily. Be sure to use the #sm48 hashtag so others can fdllow the convo

Apologies in advance: The next hour may be high volume tweeting as we have our #sm48 discussion