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“Individualized segmentation” – you, the social web, and market cut-through. November 2014

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Page 1: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

“Individualized segmentation” – you,

the social web, and market cut-through.November 2014

Page 2: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Segmentation is the core of successfully engaging a target market…

What segmentation means in today’s

social world

Page 3: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Segmentation is the core of successfully engaging a target market…

whether you are a new entrant to a market,

What segmentation means in today’s

social world

Page 4: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Segmentation is the core of successfully engaging a target market…

whether you are a new entrant to a market,

an established company breaking into a new market,

What segmentation means in today’s

social world

Page 5: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Segmentation is the core of successfully engaging a target market…

whether you are a new entrant to a market,

an established company breaking into a new market,

a disruptor, or an established market-leader seeking to entrench your position.

What segmentation means in today’s

social world

Page 6: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Without some understanding of how your new target market is segmented, any

marketing and selling you do will be broad-brush at best.

But:

Page 7: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

A lower return on investment, effort and engagement.

The result?

Page 8: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

This need no longer be the case with the opportunities now available through

social target audience segmentation.

Page 9: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Intelligent, people-centric analytics help you gain leverage from the public data

and interactions available in the social web, and let you seek out and define

target audiences in detail.

Page 10: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Intelligent, people-centric analytics help you gain leverage from the public data

and interactions available in the social web, and let you seek out and define

target audiences in detail.

What’s more, you can take segmentation one step further: you can refine to

individuals - their names, locations, and perspectives - who can then be directly

engaged through a marketing and engagement program.

Page 11: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

These influencers can help you amplify your brand specifically to the target

market and segments you wish to reach.

Page 12: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

These influencers can help you amplify your brand specifically to the target

market and segments you wish to reach.

We call this “individualized segmentation”…

Page 13: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

These influencers can help you amplify your brand specifically to the target

market and segments you wish to reach.

We call this “individualized segmentation”…

and it’s possible because of new technologies now available for analysing the

social web.

Page 14: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

Tracking digital footprints in the social

web

Page 15: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

about who they are,

Tracking digital footprints in the social

web

Page 16: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

about who they are, where they are,

Tracking digital footprints in the social

web

Page 17: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

about who they are, where they are, where they work,

Tracking digital footprints in the social

web

Page 18: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

about who they are, where they are, where they work, where they go,

Tracking digital footprints in the social

web

Page 19: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

about who they are, where they are, where they work, where they go, what

they like,

Tracking digital footprints in the social

web

Page 20: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Those active on the social web leave deep digital trails…

about who they are, where they are, where they work, where they go, what

they like, their views and opinions about brands, their experiences, aspirations,

and their more prosaic demands and needs.

Tracking digital footprints in the social

web

Page 21: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

These individual digital footprints mark the beginning of understanding the

makeup of the market and an indication of the size of the market opportunity.

Tracking digital footprints in the social

web

Page 22: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

In seeking out, and seeking to understand, new markets, the social web

reveals natural networks based around people’s common interests.

Tracking digital footprints in the social

web

Page 23: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

In seeking out, and seeking to understand, new markets, the social web

reveals natural networks based around people’s common interests.

Once these individual segments are identified, you can discover those with real

influence in these interest-based networks

Tracking digital footprints in the social

web

Page 24: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Social web activity analysis makes sense of those with influence who can’t be

found on the mainstream radar, but who are nevertheless firmly in the centre of

the zone of relevance.

Tracking digital footprints in the social

web

Page 25: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

And in the age of content consumption, where information is power, influencers

like to know about what is new and have a chance to try before anyone else.

It helps them maintain their influencer status.

The role of the individual influencer in

segmentation

Page 26: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Individuals of interest and relevance will differ for each company wanting to

enter a market or a new segment,

The role of the individual influencer in

segmentation

Page 27: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Individuals of interest and relevance will differ for each company wanting to

enter a market or a new segment, to shore up a position or break out into a

new one.

The role of the individual influencer in

segmentation

Page 28: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Individuals of interest and relevance will differ for each company wanting to

enter a market or a new segment, to shore up a position or break out into a

new one.

Every message and comment (which means every message that is publicly

published) at the individual level is indexed against a specific brief, to provide a

view into the social web against specific, relevant criteria. Organizations no

longer have to rely on a single, aggregated view of volume-based social data

based on keywords.

The role of the individual influencer in

segmentation

Page 29: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Individual influencers within segments can therefore be defined by what people

say about themselves.

The role of the individual influencer in

segmentation

Page 30: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Each individual’s areas of interest can in turn be rolled up by community,

organization, industry, region or public commentary level.

The role of the individual influencer in

segmentation

Page 31: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

This creates the hard data (not best assumptions) that are then plugged into an

engagement program and strategy.

The role of the individual influencer in

segmentation

Page 32: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

And the “granularity” is now built into the segmentation:

the segmentation is defined by many thousands of data points, all of which are

known individually.

The role of the individual influencer in

segmentation

Page 33: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

By mapping and creating social market segments, you can engage with

influencers on new product or service offerings.

So what?

Page 34: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

By mapping and creating social market segments, you can engage with

influencers on new product or service offerings.

And you can prioritize the order in which you do this,

So what?

Page 35: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

By mapping and creating social market segments, you can engage with

influencers on new product or service offerings.

And you can prioritize the order in which you do this,

concentrating first on those who have expressed a desire to engage or

transact,

So what?

Page 36: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

By mapping and creating social market segments, you can engage with

influencers on new product or service offerings.

And you can prioritize the order in which you do this,

concentrating first on those who have expressed a desire to engage or

transact,

and engaging with and nurturing those with large degrees of influence.

So what?

Page 37: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

In all these scenarios, the returns are accelerated and increased because

you’re confident that you’re talking with individuals who want to learn more, and

who carry weight within their networks.

So what?

Page 38: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

This new approach follows a well-defined process:

Towards ‘individualized segmentation”

Page 39: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 40: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 41: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 42: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 43: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 44: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 45: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 46: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

Page 47: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

By linking a segmented market of

individuals in the social web to existing

internal marketing systems and

processes,

Page 48: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Towards ‘individualized segmentation”

By linking a segmented market of

individuals in the social web to existing

internal marketing systems and

processes,

organizations close the gap between

themselves and their markets and

drive real, measurable value from the

social web.

Page 49: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

New markets have always presented their special challenges.

And historically marketing has always been about audiences - in other words,

broad data sets.

Individuals, segmentation, success

Page 50: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web changes all that, not because of what it “is” but because of

what it allows.

Individuals, segmentation, success

Page 51: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web provides the opportunity to identify the individual segments and

the analysis of those individuals within those segments through the “self-

segmentation” of these audiences,

Individuals, segmentation, success

Page 52: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web provides the opportunity to identify the individual segments and

the analysis of those individuals within those segments through the “self-

segmentation” of these audiences,

naturally grouped by shared interests,

Individuals, segmentation, success

Page 53: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web provides the opportunity to identify the individual segments and

the analysis of those individuals within those segments through the “self-

segmentation” of these audiences,

naturally grouped by shared interests, location,

Individuals, segmentation, success

Page 54: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web provides the opportunity to identify the individual segments and

the analysis of those individuals within those segments through the “self-

segmentation” of these audiences,

naturally grouped by shared interests, location, influence,

Individuals, segmentation, success

Page 55: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web provides the opportunity to identify the individual segments and

the analysis of those individuals within those segments through the “self-

segmentation” of these audiences,

naturally grouped by shared interests, location, influence, connections,

Individuals, segmentation, success

Page 56: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

The social web provides the opportunity to identify the individual segments and

the analysis of those individuals within those segments through the “self-

segmentation” of these audiences,

naturally grouped by shared interests, location, influence, connections,

propensity to buy, and so on.

Individuals, segmentation, success

Page 57: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

This ability to market to individuals within desired segments is highly valuable

to those looking to enter new markets.

Individuals, segmentation, success

Page 58: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Using the social web to create this “individualized segmentation” also creates

an implicit “action timetable”,

Individuals, segmentation, success

Page 59: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Using the social web to create this “individualized segmentation” also creates

an implicit “action timetable”, in which you can create marketing programmes

and strategies that can be sequenced to the right individuals

Individuals, segmentation, success

Page 60: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Using the social web to create this “individualized segmentation” also creates

an implicit “action timetable”, in which you can create marketing programmes

and strategies that can be sequenced to the right individuals at the right time

Individuals, segmentation, success

Page 61: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Using the social web to create this “individualized segmentation” also creates

an implicit “action timetable”, in which you can create marketing programmes

and strategies that can be sequenced to the right individuals at the right time

with the right proposition or offer,

Individuals, segmentation, success

Page 62: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Using the social web to create this “individualized segmentation” also creates

an implicit “action timetable”, in which you can create marketing programmes

and strategies that can be sequenced to the right individuals at the right time

with the right proposition or offer, all made for the right reason.

Individuals, segmentation, success

Page 63: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

And the final result, the one that matters the most, is that the returns on

investment, engagement and effort can all be maximized.

Individuals, segmentation, success

Page 64: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets

Go to http://bit.ly/1hrnlVP for a copy of this paper.

Page 65: Slideshare presentation   “Individualized segmentation” – how the social web lets you create digital segmentation, identify influencers, and cut through in new markets