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We've mentioned the value of Forrester's technographics ladder before. It's a useful tool. Aimia, a Canadian company who specialise in loyalty management, have created a segmentation model that analyses the behavioral drivers of trust and control to identify six social media persona types – these are no shows, newcomers, onlookers, cliquers, mix-n-minglers and sparks. It's the behaviour angle which makes this worth a proper look.
“Today’s approach to social media measurement – racing to rack up the most ‘likes,’ retweets, followers and recommendations – is the wrong approach. Marketers must define success not by social media activity, but rather by customer value and engagement,” Doug Rozen, Aimia senior VP, lead author of the report
Naturally, Aimia argues that there's single social media channel can deliver a complete picture of customer behaviour, specific social media personas are identifiable which, if engaged directly, can reap benefits for brands. These are:
“Marketers often struggle to understand the true motivations and purchase intent behind customers’ social media activity. Proper segmentation allows marketers to appropriately identify, understand and influence customers through social channels.” Doug Rozen, Aimia senior VP
Based on Forrester's work already in this space, we'd suggest this information supports commonly understood ideas in the social space in regard to persona types being very important to any marketer, let alone a digital or social media focus. We think that overlaying what technology is used is useful too.
It's interesting to see that the top 3 personas, over 28% of the market who'd matter, are older than you might think. Equally the most ferocious users who are typically younger represent a mere 3% of the total audience. Note how propensity to buy online, not just engage, also scales the heavier the user is.
The key thing - and we cannot stress this enough - plan to market to real people where tools like this can help. It's not about the channel, tactic or social network in the first instance.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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