Chapter 2: Social Consumers

market segmentation

the process of dividing a market into distinct groups that have common needs and characteristics

foster’s social technographics ladder

classifies consumers according to how active they are on social media

how will brands interact with the different groups on the ladder?

n/a

foster’s social media user types

segment consumers according to their level of interactions w/ brands on social media

social skippers

rarely interact w/ brands on social media and are not receptive to social media marketing. makes up about 22% of users, marketing strat is more personalization and “hand-holding.” concentrate efforts on traditional marketing

social snackers

appreciate social interactions w/ brands but do not actively seek out these interactions. 20% of users, ms is to create opportunities for these users to see them

social savies

expect social interactions w/ brands as a normal part of their day-to-day life. 40% of users, ms is to post/share relevant info

social stars

constantly uses social media to connect w/ brands. they expect and initiate social interactions w/ brands. they expect and initiate social interactions w/ brands. 31% of users, usually content creators. ms is to acknowledge their actions and respond in meaningful ways