Howard Kaushansky of Umbria gave an enlightening talk about audience segmentation of social media influencers at Blogworld Expo this morning. He talked about two examples of what his company has done for different clients in the consumer products field.

For an apparel maker, Umbria analyzed postings to blogs and social networks to identify the following segments:

Fit Finders (39% of the population), Self Expressives (19%), Bargain Seekers (17%), Label Whores (11%) , Style Gurus (8%) and Dissenters (6%).

Here’s an example of segment characteristics: Fit Finders are Generation Xers looking for appropriate jeans for their changing physiques. . Low-waisted jeans aren’t working for them any more, but “old person jeans” aren’t appealing either. Plus-sized Fit Finders are looking for fashion-forward styles rather than shapeless designs.

Self Expressives want control. They want to distress their own jeans, design clothing reconstructed from jeans and add personal style to jeans through patches and embroiders.

Style Gurus are looking to be unique. They’re looking for authenticity and real inspiration. “Some men are actually starting to become interested in wearing women’s jeans because they view them as more stylish,” he said. These insights emerged from online conversations.

Umbria’s analysis is entirely text-based. “We’re listening in on this world, not asking them to fill out surveys or segment themselves,” he said. It’s not just what people say but the words they use. Fifteen-year-old girls speak differently than 54-year-old men.”

For another client that makes packaged food, the company analyzed women’s blogs to identify four core segments: Me Time, Weight Management, Balance and Wellness and Beauty from Within (percentages weren’t given).

They then analyzed women’s needs and interests by time of day. The company also identified common moods at each time of the day and mapped foods, packaging and promotions to these moods and activities.

For example, afternoon is “Connect Time” when women share stories and experiences to gain support, external perspective, humor and advice. During Connect Time, activities include emailing, blogging, phone calls, sharing a meal, getting beauty treatments, going out, and spending time with family.

These segments were mapped to moods and foods. For example, “Me Time” is early morning, often before families are awake. At that time, women are looking to empower themselves. “Me O’Clock” yielded these strategic insights:

• Women embrace this time as an opportunity to regain control
• Don’t tell them what’s right; enable them to make better decisions and express themselves
• The emotional benefit of this time is personal empowerment

Ideas for productions and promotions:

• Personalized snacks
• Calendars with times blocked out for “Me Time.”
• Market teas and other products with a stimulative effect specific to early morning personal time.

With blog monitoring, “You can listen to these people and understand what are the drivers and unmet needs.”