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Aimia Social Media White Paper 6 Types of Social Media Users

Aimia Social Media White Paper 6 Types of Social Media Users

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Published by Euskaldunak
Una análisis del funcionamiento de las redes sociales
Una análisis del funcionamiento de las redes sociales

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Published by: Euskaldunak on Jul 06, 2012
Copyright:Attribution Non-commercial


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The Leading Edge ofConsumer Insight 
By Doug RozenMona Askalani,and Tom Senn
From the social graph tocommunication networks to rewardingnew levels of loyalty, social media is data gold.
You need more than just a Facebook page.You need a social loyalty strategy.
© 2012 Aimia, Inc. All Rights Reserved.
© 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 dierences 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

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