MCDM Screen Summit: Com 529 Facebook Behavior Study
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The document discusses the segmentation of Facebook users into distinct groups based on their behaviors and interests, identifying six primary user types: info junkies, interest groups, business networkers, update junkies, gamers, and rejecters. The findings indicate that identifying these segments can enhance targeted marketing efforts, as specific groups have clear reasons for using Facebook that are easier to tap into. Additionally, while update junkies and rejecters account for a significant portion of users, they may not be as receptive to targeted marketing initiatives.
MCDM Screen Summit: Com 529 Facebook Behavior Study
- 2. “Social media has come of age… Marketers now have the ability to augment their traditional marketing approaches with rich behavioral and activity-based targeting that should increase marketing ROI significantly.” Prashant Suryakumer, social media engagement manager,Making Data Relevant: The new Metrics for Social Marketing, www.mashable.com January 2011
- 3. We asked the question: CAN FACEBOOK USERS BE GROUPED INTO SIMILAR GROUPS BASED ON BEHAVIORAL ACTIVITIES? The answer: YES!
- 4. DISCLAIMER Before our results are ready for publication in the Four Peaks journal, additional analyses is required. We need to confirm that the 6 clusters presented in our research are in fact the final clusters. Stay tuned for the final update on Facebook Segmentation. Thank you!
- 5. HOW DID WE DO IT? In May 2012, we posted our 117 question survey to Catalyst and recruited, encouraged, and cajoled our friends, family, acquaintances and professional connections to take the survey 90 questions directly related to use, interest or perceived value of Facebook features 25 questions about basic online behavior, specific brands, use of other social media/online platforms, Facebook usage behavior and importance of personal image 2 demographic questions to determine age and gender of participants
- 6. WHO RESPONDED? 240 total; 236 with active Facebook accounts were allowed to participate Average age: 38 75% female; 25% male
- 7. WE CAME UP WITH SEVEN COMMON FACTORS OR GROUPS OF FEATURE RELATED CATEGORIES 1. Media, information and news: learn about book, movies, music, clothing/fashion, local places, travel, blog/news 2. Social updates: likelihood to like/comment on friends status, importance of status updates that are friends only, status updates are important, likelihood to comment on photos/share photos 3. Public networking: want photos that are viewable by everyone, value public status updates, frequently use Twitter, likelihood to link to social media sites, use Facebook for business 4. Politics: likelihood to link to info site, news site, interest in groups based on politics, likely to like politics 5. Games: use Facebook to play games, likely to play games, use apps to play games, play games online, likely to share content applications 6. Image: important to be respected, appear informed, be seen as trustworthy, seen as budget conscious, deal finder, adventurous, popular 7. Privacy and deals: Frequently use coupon apps, use apps to get deals, use apps to enter sweepstakes and contents, important of status updates that are private
- 8. WE OBSERVED SIX DISTINCT SEGMENTS 1. Info Junkies: use Facebook to find out about news (local and international) as well as entertainment. 2. Interest Group: most interested/active in politics. 3. Business Networkers: use Facebook as a business tool, create broad messages viewable to everyone and focus on growing their networks. 4. Update Junkies: use Facebook to stay connected to people they know. 5. Gamers: love to play games and use Facebook as a platform for gaming. 6. Rejecters: don’t really like Facebook or any of its features.
- 9. HOW THE SIX FACEBOOK TYPES MAKE UP THE GLOBAL SET OF ALL SURVEY RESPONDENTS Rejecters 10% Info Junkies 23% Gamers 17% Interest Group 9% Business Update Networkers Junkies 25% 17%
- 10. WHAT KIND OF FACEBOOK USER ARE YOU?
- 12. DAYS ON FACEBOOK LAST WEEK 7 6 5 4 3 2 1 Info Junkies Special Interest Group Professional Networkers Spectators Gamers Rejecters
- 13. HERE ARE OUR CONCLUSIONS It is possible to identify and group Facebook users into smaller, targetable groups based on their self-professed interests and activities, while using Facebook and its features. The info junkies, interest group, business networkers and gamers have single focused reasons for using Facebook, they are primarily driven to Facebook for very clear activities and are the groups easiest to target based on their activities and interests. The update junkies and rejecters are on Facebook for broader, more general reasons. Even though the update junkies and rejecters make up a combined 35 percent of Facebook users, their behaviors indicate that they may not be the most receptive group to targeted messages or products.
- 14. Presentation by Nora Robertson Mariana Llamas-Cendon Heidi Isaza Linda Jacobson Music credit: When_Im_46 via PartnersInRhyme