scg skyfollow social media sensing skydeck part4

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Social Media Sensing (Analytics, listening, monitoring)

Listen [to the market’s state now]before you

Act [product definition & release]

Part 4 (Segmentation)June 10, 2013 for

Skydeck.Berkeley.edu

Chris Rigatuso cr@skyfollow.com

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Segmentation is Who should be measured

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Segment?

• A Segment could be defined as Query of – One of more topics, excluding some– One or more brands, Excluding some– One or more channels, excluding some

• Query definition and power varies by vendor tool• Query design and naming convention determines breadth,

depth, and ease of understanding of aggregated results• Actionability is defined by the relative value of the segment

vs. all others, for a given metric and segment definition

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What are they doing?Behaviors, likes, frustrations

Where are they?What titles, roles, events?

DemographicsProduct preferences?

Notice the Use Words toRefine Segmentation

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If you cannot segment users and roles, you cannot segment marketsCan you do this by the content of blog posts and tweets?

Can you draw a Venn Diagram of overlapping Market segments? Can you clearly identify overlapping set boundaries?

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Can you define the market segments by technical requirements and user expectations? Keywords and their synonyms?

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Are industry market stats useful?Why or Why Not?

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What Can Be Measured?

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Ten Commonly Used Listening Platform Metrics

SCG Clients

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04/12/2023 SCG Skyfollow.com

Social Media Sensing (Analytics, listening, monitoring)

Listen [to the market’s state now]before you

Act [product definition & release]

ThanksJune 10, 2013

cr@skyfollow.com

+1-650-274-1045