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

What segmentation means in today’s
social world
Segmentation is the core of successfully engaging a target market…

social world
whether you are a new entrant to a market,

social world
an established company breaking into a new market,

social world
an established company breaking into a new market,
a disruptor, or an established market-leader seeking to entrench your position.

But:
Without some understanding of how your new target market is segmented, any
marketing and selling you do will be broad-brush at best.

The result?
A lower return on investment, effort and engagement.

This need no longer be the case with the opportunities now available through
social target audience segmentation.

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.

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.

These influencers can help you amplify your brand specifically to the target
market and segments you wish to reach.

We call this “individualized segmentation”…

We call this “individualized segmentation”…
and it’s possible because of new technologies now available for analysing the
social web.

Tracking digital footprints in the social
web
Those active on the social web leave deep digital trails…

web
about who they are,

web
about who they are, where they are,

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

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

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

web
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.

web
These individual digital footprints mark the beginning of understanding the
makeup of the market and an indication of the size of the market opportunity.

web
In seeking out, and seeking to understand, new markets, the social web
reveals natural networks based around people’s common interests.

web
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

web
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.

The role of the individual influencer in
segmentation
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.

segmentation
Individuals of interest and relevance will differ for each company wanting to
enter a market or a new segment,

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

segmentation
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.

segmentation
Individual influencers within segments can therefore be defined by what people
say about themselves.

segmentation
Each individual’s areas of interest can in turn be rolled up by community,
organization, industry, region or public commentary level.

segmentation
This creates the hard data (not best assumptions) that are then plugged into an
engagement program and strategy.

segmentation
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.

So what?
By mapping and creating social market segments, you can engage with
influencers on new product or service offerings.

So what?
And you can prioritize the order in which you do this,

So what?
concentrating first on those who have expressed a desire to engage or
transact,

So what?
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?
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.

Towards ‘individualized segmentation”
This new approach follows a well-defined process:

By linking a segmented market of
individuals in the social web to existing
internal marketing systems and
processes,

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.

Individuals, segmentation, success
New markets have always presented their special challenges.
And historically marketing has always been about audiences - in other words,
broad data sets.

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

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,

of these audiences,
naturally grouped by shared interests,

of these audiences,
naturally grouped by shared interests, location,

of these audiences,
naturally grouped by shared interests, location, influence,

of these audiences,
naturally grouped by shared interests, location, influence, connections,

of these audiences,
naturally grouped by shared interests, location, influence, connections,
propensity to buy, and so on.

This ability to market to individuals within desired segments is highly valuable
to those looking to enter new markets.

Using the social web to create this “individualized segmentation” also creates
an implicit “action timetable”,

an implicit “action timetable”, in which you can create marketing programmes
and strategies that can be sequenced to the right individuals

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

with the right proposition or offer,

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

And the final result, the one that matters the most, is that the returns on
investment, engagement and effort can all be maximized.

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

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

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

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