{"id":356,"date":"2007-11-08T12:45:00","date_gmt":"2007-11-08T19:45:00","guid":{"rendered":"http:\/\/paulgillin.com\/2007\/11\/marketing-segmentation-through-social-media.html"},"modified":"2007-11-08T12:45:00","modified_gmt":"2007-11-08T19:45:00","slug":"marketing-segmentation-through-social-media","status":"publish","type":"post","link":"https:\/\/gillin.com\/blog\/2007\/11\/marketing-segmentation-through-social-media\/","title":{"rendered":"Marketing segmentation through social media"},"content":{"rendered":"

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

For an apparel maker, Umbria<\/st1:place><\/st1:state> analyzed postings to blogs and social networks to identify the following segments:<\/p>\n

Fit Finders<\/b> (39% of the population), Self Expressives<\/b> (19%), Bargain Seekers<\/b> (17%), Label Whores<\/b> (11%) , Style Gurus<\/b> (8%) and Dissenters<\/b> (6%). <\/p>\n

Here\u2019s an example of segment characteristics: Fit Finders<\/b> are Generation Xers looking for appropriate jeans for their changing physiques. . Low-waisted jeans aren’t working for them any more, but \u201cold person jeans\u201d aren’t appealing either. Plus-sized Fit Finders are looking for fashion-forward styles rather than shapeless designs.<\/p>\n

Self Expressives<\/b> want control. They want to distress their own jeans, design clothing reconstructed from jeans and add personal style to jeans through patches and embroiders.<\/p>\n

Style Gurus<\/b> 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.<\/p>\n

Umbria<\/st1:place><\/st1:state>\u2019s analysis is entirely text-based. \u201cWe’re listening in on this world, not asking them to fill out surveys or segment themselves,\u201d he said. It\u2019s not just what people say but the words they use. Fifteen-year-old girls speak differently than 54-year-old men.\u201d<\/p>\n

For another client that makes packaged food, the company analyzed women\u2019s blogs to identify four core segments: Me Time, Weight Management, Balance and Wellness<\/b> and Beauty from Within<\/b> (percentages weren\u2019t given). <\/p>\n

They then analyzed women\u2019s 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.<\/p>\n

For example, afternoon is “Connect Time<\/b>” 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.<\/p>\n

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