C H A P TER 3:

S O C IA L C O N S U M ER S

Chapter Learning O bjectives

How 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?

SocialTouchpoints in a W ired Life

Social Media Touchpoints:

Includes time of day, location,

Internet-enabled device, channels,
and vehicles used
Social Footprint: The mark a
person makes when he or she
occupies the digital space
Lifestreams: Time-ordered streams
of entries and posts
Lifestream aggregators: Tumblr,

Figure 3.1
D epiction
ofa
SocialLife

Figure 3.2 A SocialFootprint

Your SocialBrand

Your handle is your username in

social communities
Your handle is your digital brand
name
Step 1: Choose your digital brand name.
Step 2: Ensure you arent handle
squatting
Step 3: Ensure your digital brand name is
available in many social communities
(www.namechk.com)

The Life ofthe D igitalConsum er

Digital Natives Born at a time

when society adopted digital

technologies. (No choice.)
Digital Immigrants Choose to
what extent they become socialized
into digital culture.

Sm ith M ags 6 W ord M em oirs

http://w w w.sm ithm ag.net/sixw ords-digital-life/

D iff
usion of(D igital)Innovations
Characteristics of innovative products that
explain the rate at which people are likely
to adopt these new options:
1. The relative advantage of the innovation

(compared to alternative)
2. The ability to observe and try the
innovation
3. The innovations compatibility (assimilation
into daily life)
4. The innovations simplicity of use

Kodaks Advertising Cam paign

The real Kodak moment happens when
you share.

Encourages adoption (of innovation)

by focusing on simplicity of use:

Share button
Nostalgia for digital immigrants
Social media and solicitation of usergenerated content for digital
natives

Penetration Rate & O nline Reach

Penetration 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/top
25.htm

Activity
Your 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 ecommerce website a priority? Why or why not?

W hy W e Login
Affinity Impulse: The impulse to

acknowledge a liking and/or relationship with

individuals and reference groups
Prurient Impulse: The impulse to respond
to a curiosity about others
Contact Comfort & Immediacy Impulse:
Natural drive to feel a sense of psychological
closeness to others
Altruistic Impulse: Immediate Altruistic
Response (IAR) Do good and do it quickly
Validation Impulse: Feed the ego

Psychographic Segm entation

Richest picture of a consumer segment
Helps marketers to know the real person

making the consumption decisions

BMW psychographic segmentation allowed
for creation of vehicles for several categories,
in addition to additionally acquired product
lines (Rolls-Royce and Mini Cooper):
Upper-liberals
Post-moderns
Upper conservatives
Modern mainstream

M arketSegm entation

The process of dividing a market into

distinct groups that have common needs

and characteristics.
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Benefit Segmentation

H ow D o You Interact w ith Brands

Socially?
Pick a brand you interact with via

social media.
Write it down.
Why do you interact with them?
How?

Benefi
t Segm entation:
W hatbenefi
ts do consum ers w antfrom theirinteractions w ith brands in socialm edia environm ents?

1. Lovemarks - www.lovemarks.com
2. Brand Butlers Mobile apps
3. Sales Promotions Discounts and

prizes

Figure 3.3
Social
Technographics
Ladder

The M obile D iff

erence
Pew Internet & American Life

Project Study
Results - 10 digital lifestyle
groups
Groups based on 2
characteristics:
Whether they hold a positive or

negative
of digital
mobility
Digital
Mobilityview
Whether
the individual
Theirmobility
relationships
with
assets,
welcomes
as a way to
further
delve into
digital
communications
actions,
and attitudes

Pew Technology Types

Motivated by
Mobility

Digital collaborators
Ambivalent

networkers
Media movers
Roving nodes
Mobile newbies

Stationary Preferred
Media

Desktop veterans
Drifting surfers
Information

encumbered
Tech indifferent
Off the network

W hat Kind ofTech U ser Are You?

Take the quiz:

http://www.pewinternet.org/Participat
e/What-Kind-of-Tech-User-AreYou.aspx

Anderson Analytics
Plots segments along two axes:
perceived benefits of using social
media and perceived barriers
Fun Seeker
Social Media Mavens
Business
Time Starved
Leisure Follower
Social Media Pessimist
Concerned

Figure 3.4 SocialUsers and N onusers

M icroblog U ser Types

Types of Posts

Types of Users

Original statements
Responses to the

statements of
others
Re-posts (RTs)
Elite
Difference makers
Knowledge seekers
Attention Seekers

Recap D iscussion
Reminder: Visit

www.zonesofsmm.com to read daily

news and search for examples
related to each chapter.