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Social media strategy workshop

´The market is changingµ

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A spontaneous movement of people connecting, using online

tools, taking charge of their own experience, and getting what

they need ² information, support, ideas, products, and

bargaining power ² from each other.Source: Welcome to the Groundswell

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People are taking shorter breaks, more often

People have less time

People want to have value and an extraordinary

experience

People trust advise of their real friends the most (Source:Nielsen)

User generated content is the most trusted form of

advertising (Source: Nielsen)

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People

Assess your customers· social activities

Objectives

Decide what you want to accomplish

Strategy

Plan how relationships with customers will change

Technology

Decide which social technologies to use

S

P

O

T

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What·s going on?

What are people looking for?

What are people talking about?

What do they say about you?

What is your competition telling?

What do they say about your competition?

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DEFINE YOUR  TARGET GROUP

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Creators9%

Critics12%

Collectors10%

Joiners13%Spectators

22%

Inactives34%

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Soci l technogr phic l dder

Creators13%

Critics19%

Collectors15%

Joi 

ers19%

Spectators33%

I 

actives52%

Publish web page

Publish or maintain a blog

Upload video to sites like Youtube

Comment on blogs

Post rating and reviews

Use RSS

Tag Web pages

Use social networking sites

Read blogs

Watch peer-generated video

Listen to podcasts

None of these activites

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Source: Forrester profile tool

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Deci e:

Geographic Segmentation

R egion: by continent, country, state, or even neighborhoo Size of  metropolitan area: segmente  accor ing to size of  

population

Population density: often classified as urban, suburban, or rural

Climate: according to weather patterns common to certain geographic regions

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Demographic Segmentation

Age

Gender

Family size Family lifecycle Generation: baby-boomers, Generation X, etc.

Income

Occupation

Education

Ethnicity

Nationality R eligion

Social class

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Psychographic Segmentation

Psychographic segmentation groups customers according to their lifest

yle.

 Activities,

 interests,

 an

dop

inions(AIO) 

survey

s are

 one

 tool

 for measuring lifestyle. Some psychographic variables include:

Activities

Interests

Opinions

Attitudes

Values

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Behavioralistic Segmentation

Behavioral segmentation is based on actual customer behavior towardproducts. Some behavioralistic variables include:

Benefits sought Usage rate

Brand loyalty

User status: potential, first-time, regular, etc.

R eadiness to buy

Occasions: holidays and events that stimulate purchases

Behavioral segmentation has the advantage of  using variables that are closely related to the product itself. It is a fairly direct starting point for market segmentation.

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Sharing information and experiences

More interaction with fans

Encourage creativity in meeting new places Connect people

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Do nothing, ´Wait and seeµ Short term savings

Large cost for new market entry

Loss of competitive advantage

Do something, ´Engageµ

Limited budget needed Stay ahead of competition

Experiment,accelerate when basics are in place

Commit, ´Grow the marketµ

Requieres investment (time and money) and long term commitemnt

May require an acquisition or joint-venture to increase speed ofdevelopment

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Decide first who you plan to target, what you want to achieve and how you would like 

to do that to prevent current issues with your social media activity

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There is a question

without the answer

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Not clear what and

where is added

Hard to add content

to social media

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