© 2012 Aimia, Inc. All Rights Reserved.
At the end of 2011 in the United States, Aimia conducteda combination of primary and secondary research todevelop a unique framework for marketers to identify,measure the activity of and build relationships withcustomers who interact with brands via social mediachannels. This white paper is the result of that research,which represents the inaugural edition of an ongoingAimia focus on the intersection of social media marketingand loyalty management.
In developing this report, Aimia created an overarchingusage framework to better understand how, whereand why consumers engage with social media. Ourresearch goals:
To understand how to deliver the right message tothe right consumer through social media for thebest response;
To better understand the up-front expectationssocial media users;
And to understand how to focus marketing investmenton the right social media tactics.To develop our usage framework, Aimia conducted aseries of weeklong ethnographic research panels, andthen substantiated our ﬁndings with Forrester, Minteland GfK Mediamark Research & Intelligence. We used thiscombination of primary and secondary research to createsix social media usage personas based on behavior. Finally,we developed speciﬁc audience proﬁles to illustrate howbest to engage each of these discrete segments throughsocial media marketing.In this white paper, you’ll learn about:
The current landscape of social media measurement;
Aimia’s proprietary social media segmentationframework;
The dierences between types of social mediaparticipation via our six social media “personas”;
Actionable approaches to building relationshipswith addressable social media segments;
And implications of this research for marketers.
Table of Contents 2 Introduction
4 Solar Flares: Evolving Social Media Metrics
6 The Social Media Usage Framework
8 Social Media Personas
16 Building Relationships Through Social Media18Here Comes the Sun19About the Authors
Identifying, understanding and inﬂuencing social media users / 1
Summary and Table of Contents