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Terms in this set (65)
The process of dividing a market into distinct groups that have common needs and characteristics.
Bases of segmentation
The variables marketers use as the basis to segment markets, including geographic, demographic, psychographic, benefits sought, and behavior.
Refers to segmentation markets by region, country, market size, market density, or climate.
A satellite system that provides real-time location and time information
The three geolocation techniques:
Like a virtual line around a defined geographic space
Similar to geofencing, but the geographic parameters are more general
A geolocation technique that has a very small range and is best for targeting locations within a store
They utilize common characteristics such as age, gender, income, ethnic background, educational attainment, family life cycle, and occupation to understand how to group similar consumers together.
Approaches slice up the market based on personality, motives, lifestyles, and attitudes and opinions.
Groups individuals in the marketing universe according to the benefits they seek from the products available in the market.
Refers to brands that inspire passionate loyalty in their consumers
Measures the ability of brands to fit into how consumers manage their social media-centric lives
Divides consumers into groups based on their actions - include product research sources, the nature of the purchase, brand loyalty, usage level, frequency of purchase, and distribution channel used.
A snapshot of your ideal customer that tells a story using the information you used for segmentation
An image of ourselves, or a sense of who we are
The part of the self-concept that results from our perceived membership in a group.
Big social data (BSD)
Data generated from technology-mediated social interactions and actions online, which can be collected and analyzed
Social media touch points
Leave impressions and they make up the data that marketers use to paint your social identity
The mark a person makes when her she is present in a social media space
The username in social communities
This term refers to the use of a digital brand name by someone who really doesn't have a claim to the brand name
A word or phrase comprised of letters, numbers, and/or emoji preceded by what was once referred to as the pound symbol.
Social media audit
The exercise marketers use to assess the situation and their competitors' social presence.
Values in social engagement:
A post that answers the questions, "Did I learn something? Was I inspired?"
An activity that answers the question "Am I accepted by the group?"
A post that information others "I am right."
A post that opens one's self to others, "I am approachable."
A post that reveals a tendency to narcissism, "Look at me. I am all that."
Social networks enable participants to express an affinity to acknowledge a liking and/or relationship with individuals and reference groups; relates to the affective dimension of social identity
The resources created by the building and maintaining of relationships in social networks
Personal utility impulse
When people participate on social media and consider "What is in it for me?" One of the most important motives for brands to acknowledge.
The sense of relief that we feel from knowing others in our network are accessible.
Participation in social media as a way to do something good.
Immediate Altruistic Responses (IAR)
The alturistic impulse, aided by the immediacy of social media, where social media users want to aid calls during crises such as the earthquake relief
Which social media users seek to draw attention to a company or person whose behavior is unacceptable to the social community
People may give token support for a cause with a simple post-share or like
When people use social media to gain new knowledge and stimulate intellectual interests
Social media focus intently on the individual, this focus on the self highlights, feeding one's ego
Social identity suicide
When people delete their social identities, usually in concern for privacy
The extent to which one worries about privacy and the risks related tot he collection, unauthorized secondary use, errors in, and improper access of personal data
Describes people's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection.
An emotional gut reaction to a possible privacy invasion
Involves identifying possible privacy risks, estimating the potential costs of privacy invasions, and deciding if any benefits offset those costs.
Refers to concerns about disclosing personal information to others
People understand that their personal information is likely to be compromised by technological and social violations and that any protective behaviors they may invoke are likely to be insufficient
Based on research conducted on the social and digital lives of consumers
Social Technographic Scores
Reflect how actively a segment uses social tools, how important those tools are within the stages of the consumer life cycle, and how willingly they engage with brands in social media
(scores of 60+) demand social interactions with your company; constantly use social media to connect with companies, brands, and products
(score of 30 to 59) expect social interactions with your company; social media is still a part of their everyday lives and they frequently use social media to connect with companies, brands, and products
(scores of 10 to 29) appreciate social interactions with your company; don't shy away but don't seek them out either
(scores of 0 to 9) spurn social interactions with your company; rarely use social media to connect with companies, brands, and products
Measures the the extent to which the target audience uses social media to learn about new brands as well as how likely they are to spread the word about their favorite products and services
Gauges whether social media can be used to create purchase intent; measures how actively your audience consumes social content when they're considering products and making purchase decisions
Tracks whether social media is likely to be used to make purchases; measures how often your audience clicks a "buy" button on social sites
Measures whether social media can stimulate increased product usage and how common it is for a target segment to share product and service experiences
Reflects whether social media is a valued channel for customer support; measures how commonly the segment turns to social media for help using the products and services they buy
Gauges whether social media will be useful to build customer relationships; measures target segment's use of social media to connect with their favorite brands
Social Consumption/Creation Matrix
Categorizes social media user types according to their degree of social media consumption and creation
Large networks, high social capital, and the ability to create and promote social content - regular people whose social media activities have created celebrity-like following for them
Ideal brand ambassadors, they want to interact with brands and are eager to share their opinions; they are talented content creators
Have a low level of both creation and consumption; passive users with short attention spans who restrict their investment of time and effort unless there is a reward offered as an incentive
The largest segment of social media participants; they make up the foundation of any social community
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