OnlineMarketing

Chapter 3: Social ConsumersNote: These are Tracy Tutens personal PPTs. They are not the published supplements affiliated with the text. Amanda Steeley aided in the development of Chapter 3 PPTs.1Chapter Learning ObjectivesHow are our lives reflected online?In what ways are individuals involved in the four zones of social media?How and why does digital culture play a role in consumer behavior?Why are consumers drawn to social activities?Which bases of segmentation are relevant to target wired consumers in a social context?What are the most important segments of social consumers? What do the segments tell us about targeting users of the social Web?

Social Touchpoints in a Wired LifeSocial Media Touchpoints: Includes time of day, location, Internet-enabled device, channels, and vehicles usedSocial Footprint: The mark a person makes when he or she occupies the digital spaceLifestreams: Time-ordered streams of entries and postsLifestream aggregators: Tumblr, Posterous, HootSuite, Flavors.MeFigure 3.1 Depiction of a Social Life

Figure 3.2 A Social Footprint

Your Social BrandYour handle is your username in social communitiesYour handle is your digital brand name

Step 1: Choose your digital brand name.Step 2: Ensure you arent handle squattingStep 3: Ensure your digital brand name is available in many social communities (www.namechk.com)The Life of the Digital ConsumerDigital Natives Born at a time when society adopted digital technologies. (No choice.)Digital Immigrants Choose to what extent they become socialized into digital culture. Smith Mags 6 Word Memoirs http://www.smithmag.net/sixwords-digital-life/

Diffusion of (Digital)InnovationsCharacteristics of innovative products that explain the rate at which people are likely to adopt these new options:

The relative advantage of the innovation (compared to alternative)The ability to observe and try the innovationThe innovations compatibility (assimilation into daily life)The innovations simplicity of use

9Kodaks Advertising CampaignThe real Kodak moment happens when you share.

Encourages adoption (of innovation) by focusing on simplicity of use: Share buttonNostalgia for digital immigrantsSocial media and solicitation of user-generated content for digital nativesPenetration Rate & Online ReachPenetration Rate: The percentage of the population with Internet access.Reach: The percentage of the target audience that can be accessed using a form of media.

Internet World Stats: http://www.internetworldstats.com/top25.htmActivityYour product is a watch for the Silent Generation.What Internet activities could you integrate to target this generation? How? Should you make a rating system on your e-commerce website a priority? Why or why not?

Why We LoginAffinity Impulse: The impulse to acknowledge a liking and/or relationship with individuals and reference groupsPrurient Impulse: The impulse to respond to a curiosity about othersContact Comfort & Immediacy Impulse: Natural drive to feel a sense of psychological closeness to othersAltruistic Impulse: Immediate Altruistic Response (IAR) Do good and do it quicklyValidation Impulse: Feed the egoPsychographic SegmentationRichest picture of a consumer segmentHelps marketers to know the real person making the consumption decisionsBMW psychographic segmentation allowed for creation of vehicles for several categories, in addition to additionally acquired product lines (Rolls-Royce and Mini Cooper):Upper-liberalsPost-modernsUpper conservativesModern mainstream

Market SegmentationThe process of dividing a market into distinct groups that have common needs and characteristics. Geographic SegmentationDemographic SegmentationPsychographic SegmentationBenefit SegmentationHow Do You Interact with Brands Socially?Pick a brand you interact with via social media. Write it down.Why do you interact with them? How?

Benefit Segmentation: What benefits do consumers want from their interactions with brands in social media environments? Lovemarks - www.lovemarks.comBrand Butlers Mobile appsSales Promotions Discounts and prizesFigure 3.3 Social Techno-graphics Ladder

The Mobile DifferencePew Internet & American Life Project StudyResults - 10 digital lifestyle groups Groups based on 2 characteristics:Whether they hold a positive or negative view of digital mobilityTheir relationships with assets, actions, and attitudes

Digital Mobility Whether the individual welcomes mobility as a way to further delve into digital communications

Pew Technology TypesMotivated by MobilityStationary Preferred MediaDigital collaboratorsAmbivalent networkersMedia moversRoving nodesMobile newbies

Desktop veteransDrifting surfersInformation encumberedTech indifferentOff the networkWhat Kind of Tech User Are You?Take the quiz: http://www.pewinternet.org/Participate/What-Kind-of-Tech-User-Are-You.aspx

Anderson AnalyticsPlots segments along two axes: perceived benefits of using social media and perceived barriersFun SeekerSocial Media MavensBusinessTime StarvedLeisure FollowerSocial Media PessimistConcernedFigure 3.4 Social Users and Nonusers

Microblog User TypesTypes of PostsTypes of UsersOriginal statementsResponses to the statements of othersRe-posts (RTs)

EliteDifference makersKnowledge seekersAttention SeekersRecap DiscussionReminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.