SEGMENTATION /

PERSONA MARKETING
Digital and Social Media Marketing
 MARKETING
SEGMENTATION

2
Market Segmentation : Slicing the Social Media Pie

■ The process of dividing a market into distinct groups that have common needs and
characteristics to devise an effective marketing strategy

■ Social media marketing

– Customers be segmented according to their digital lives

C1 - Internal use
3
Geographic Segmentation
■ Segmenting markets by region, country, market size/density, or climate
– North Face sells more parkas to people in winter climates

■ Geo-targeted social media (Location Based Services: LBS)

– Foursquare allows users to log in via their mobile devices and “check in” to their
real-time location
– They can see if they have (social network) friends nearby, and also see links to
location businesses

■ Relevant to local businesses that want to increase retail traffic in physical store locations
– Local businesses in that area can reach out to check-in users with special offers
such as free drinks or discounts.

C1 - Internal use
4
C1 - Internal use
5
Demographic Segmentation
■ Based on age, gender, income, ethnic background, education
attainment, family life cycle, or occupation
– Huggies’ (a brand of diapers) target consumers who are female,
20’s-40’s, and in the parenting years of the family life cycle
– Traditionally, Huggies would target young mothers with daytime, TV
commercials and print ads in magazines such as Parenting.

■ In the social media, it sponsors a “precious babies” photo contest where

it would ask parents to submit pictures of their babies in Huggies diapers
on a microsite, and then encourages all participants to vote for the best
images.
– Sponsors a Mom Inspired Grant Program that awards $15,000 to
mothers with product ideas that address an unmet need of
parents.

Huggies Baby Championship Campaign

https://www.youtube.com/watch?v=hNrYbCC9j9c

C1 - Internal use
6
Psychographic Segmentation
Psychographic segmentation divides potential consumers based on their interests, personalities, lifestyles, activities,
and other similar factors.

This kind of market segmentation is done to cater to consumers with similar likes and needs and offer them
something they value.

Using this segmentation, companies target different messages to different customer segments for a single product,
highlighting the product’s worth that is mutually beneficial for the consumers belonging to one segment.

■ Based on personality, motives, lifestyles, attitudes and opinions

■ “Richest” picture of a consumer segment
■ Helps marketers to know “the real person” making the consumption decisions

C1 - Internal use
7
Benefit Segmentation
■ Benefit segmentation requires marketers to divide the market based on the perceived benefit of the
product or service. This type of segmentation may be used in clothing, appliance, consumer,
cosmetic, and several other industries

■ An Athletic Footwear Company

People, who run an athletic footwear company can use this concept to segment their market into trail
runners, professional runners, and recreational runners.

Footwear for trail runners must be comfortable, less slippery, and must reduce the risk of injury. On the
other hand, shoes of recreational runners must be comfortable, stylish, and inexpensive.

Shoes for professional runners must be adequately cushioned, stable, flexible, and lightweight.

C1 - Internal use
8
 Behavioral Segmentation

■ Behavioral segmentation divides consumers according to behavior patterns as they interact with a company.

■ This category of segmentation studies the behavioral traits of consumers — their knowledge of, attitude towards, use of,
likes/dislikes of, or response to a product, service, promotion, or brand

■ Based on consumer’s actions

– Product search sources
– Brand loyalty
– Usage level
– Frequency of purchase
– Distribution channel used
– Social media : social networks used; devices used to access social media

https://instapage.com/blog/behavioral-segmentation

C1 - Internal use
9
Social Media Segments – IMPORTANT !

■ Gartner, a research firm specializing in technology, claims that half of social media campaigns fail
– Reason – the social media strategy is not matched to the target audience
■ Who participates in social media? How they may differ from one another?
■ Social Technographics Ladder
– The most influential methodology for creating social media Persona
– Developed by Charlene Li and Josh Bernoff, the social media profile uses demographics like age,
location, and gender to group social media users in to personas based on their amount of activity
– These personas are similar to demographics and psychographics but are strictly based off of
technology behaviors
– Indication of the level of involvement in social media a person has reached given his activities
■ to identify tactics to fit target audience’s social media usage
■ to maximize likelihood to connect with intended customers

C1 - Internal use
10
Creators (Fastest growing section of the ladder)
The creators are the most active participants on the Internet. They are constantly creating blog(post)s,
websites, videos, audio or other content

Conversationalists
This group is also creating, but only to facilitate communication and dialogues. They want to express
themselves through status updates. This relates to recognition or trying to start a conversation or discussion
regarding a chosen topic

Critics
The critics are the opposite of the conversationalists. This group responds to status updates, blogs, websites,
news, forums, products and services. For creators and conversationalists, this group is an essential one to
maintain online interaction
(Creators, Conversationalists, and Critics tend to overlap across the social media Technographic ladder)

Collectors
The collectors use online resources to absorb lots of information, or to express their preferences without
responding matter-related, as critics do. Twitter aggregators and other tools are important tools for this group
of Social Media users

Joiners
The joiners are present at Social Media websites to maintain their own profile and their relationship circle.
They also absorb information to upgrade their own knowledge, but not to the same extent as the collectors

Spectators
The spectators are just viewing from a distance. They are getting information, but are using it only for
increasing knowledge about topics, friends, celebrities, etc. There is no active participation. This group feels no
need to get actively involved in creating.
(The largest group on the Social Technographics Ladder at nearly 70%)

Inactives
The inactive are not present on Social Media. Or they may be present but aren’t doing anything at all.
(The smallest group on the Social Technographics Ladder at 17%)

https://keepingitsocialsite.wordpress.com/2016/02/02/social-technographics-ladder/

C1 - Internal use
11
 Motives and Attitudes Influencing Social
Media Activities

■ Why we log in?

– visiting a friend’s profile page
– commenting a friend’s post
– sending a private message
– watching a video
– posting pictures
– liking a post
– updating status
– following, liking something/someone
– playing a social game

C1 - Internal use
12
Micro-moments and the customer journey
I-want-to-
watch- I-want-to-know I-want-to-go I-want-to-do I-want-to-buy
moments moments moments moments moments

Source: Avado

C1 - Internal use
 See Think Do Care

See Think Do Care

The largest The largest The largest The largest

addressable addressable addressable addressable
qualified qualified qualified qualified
audience audience with audience with audience with
some loads of two or more
commercial commercial commercial
intent intent transactions

Awareness Consideration Purchase Advocacy

Source: Avado C1 - Internal use

Content Marketing Matrix
SEE CARE

Source: Avado

C1 - Internal use
“ADS WITHOUT CONTENT IS LIKE HOLDING THE DOOR OPEN –
TO AN EMPTY ROOM.”

C1 - Internal use
AND CONTENT WITHOUT PROMOTION IS LIKE A
SPORTS CAR IN A GARAGE!

C1 - Internal use
 PERSONA
MARKETING

18
Persona as a great tool in
content marketing
IMAGINATION + RESE ARCH

Personas are fictional characters that represent

different audience types (in real market) that you
want to attract.
By audience types we dig deeper into these aspects:
▪ People may come to you for many different
reasons
▪ People have different values and personal beliefs
▪ Spending patterns, styles, desired outcomes …
By identifying, understanding & addressing each
type, we can then formulate effective content
marketing strategies & identify the right channels
to use.

C1 - Internal use
An authentic
approach
To Profiling Your Characters

You start by giving them real faces, names,

assigning jobs and perhaps the industries,
genders, and you also look into:
• Their challenges in life / work / accessing
your services
• What they want to achieve: Personal goals
/ business objectives / missions / KPIs
• Their family / social / econ / education
status
• Price point / frustrations / barriers,
anything that are relevant to your product
proposition

Image: https://www.lightpetal.com
C1 - Internal use
So we have a magic
number again
You Only Need 3 – 5 Personas Quotes!
Audiencetype Inpurchasedecision stage

Segments

Whatever relevant
context

Brandsconsideration

C1 - Internal use
 So we know
persona
Demographics + Interest + Needs + Value

Let’s help them to design an E-Commerce

marketing campaign on Facebook.

For this campaign, DJI’s has only one

objective: Getting more newbies to try
out playing drones.

We also hope that those newbies we attracted

from this campaign will love our products and
become our major advocators in future.
C1 - Internal use
The targetsof
this campaign
We Don’t Just Want to Attract Everybody

I think I need a research now.

1. I want to find someone on our client list,
who used to have no or little knowledge
about our products, but then became very
passionate about the activity and shared a
lot of good contents on line.
2. I think I need to find them out, understand
their values, hobbies, barriers,
problems…And then I can create a very
useful persona for the campaign.

C1 - Internal use
A. A simplesearch
D. Icheck“Members” E.JustHK

F.Spendsometime to study

C. Decide aFanGroup andjoin

B.Market

C1 - Internal use
Posts have been
created by members
Fans Group Are Great Place for People to Share Their Experience & Interest

Facebook Groups
▪ Little or no inference from the page admins
▪ Other members are allowed to engage
▪ “Quality” or “Qualified” posts are usually rewarded

Lamp Yim who is actually the type of audience that we want.

At first sight he looks like just another member in this group.

C1 - Internal use
 About Lamp

▪ When he first joined this group in 2017 he asked all

sorts of very basic questions. I guess he was about
to make up his mind (buying)

▪ Later on he started to create a lot of good content

and became a expert and offered help to the others

▪ Found him using the product almost every 2 weeks

and started to recommend this product to more
people since this year

“My friend wants to buy…”

“I love DJI…”

“Sad to see it rains today…” “I adjusted my Spark…”

He has strong emotional attachment

C1 - Internal use
Buld Your
Personas Template

C1 - Internal use
 Do You Remember
“Content is King?”
Content marketing is a strategic
communication approach that sets yourself
apart from your competitors, that creates and
distributes valuable, relevant, consistent
content to attract a group of well defined
audience, in order to achieve your goals.

C1 - Internal use
After You Have Your Personas
Our Task in Content Creation

“How is this related “Put your audience “Brands come

to my audience?” at the center, not the second, audience
format” comes first”
Distributing relevant and Audience-centric and It’s a more strategic
valuable content to a integrated approach: approach that places more
group of clearly defined Their experience,their focus on the audience
targets in order to attract needs, their questions than anything else.
attention and engage. and problems.

C1 - Internal use
The Money Hero

C1 - Internal use
Let’s examine their businessmodel

MoneyHero earns from banks, Financials and Financials’ partners by referring people to online application forms on personal finance products,
loans, credit cards, housing mortgages,investments andsavings…
• Direct rebates
• Referral fees
• Share database & Adspace Let’s settle with this overly simplified
• Clicks and traffics target audience definition for now. This is the “Personas” I Propose:

Profile: Young people, HKers, age between 18 – 35,

students or young working class, not rich!

What they do: Travel, dream about future, social,

online shopping, gadgets, popstars and relations…

Please Think of A Where to find them: Social media (always on),

Campaign / Organization
At Your Choice, Go Through The
“Thinking Process” Shared and
Present Your Plan
YouTube,Apple Daily, U Magazine, MTR…
How to convert them? They just need money
as they spend, all the time! And you know how
to find them!

C1 - Internal use
Source: Avado

C1 - Internal use
 Source: Avado

Campaign Canvas Objective:

See Think Do Care

Customer
Persona

Content

Paid Media

Social Media

Influencers

KPIs

C1 - Internal use
KPIs Across the Customer Journey

Source: Avado
C1 - Internal use
Most Measurement models

Reach Conversions

Number of Impressions / Number of Online Sales /

Average CPM Average CPX

Source: Avado

C1 - Internal use
Understanding Thailand’s post-pandemic personas

C1 - Internal use
C1 - Internal use