Social Segmenting 301: Advanced Tactics
Carol Feigenbaum |
 09/01/17 |
3 min read

As we shared previously, social segmenting is the key to audience connection. When you use sentiment analysis to divide your audience into feel-alike segments you can talk to them on an individualized level. Here’s more about what that means, and how to apply insights found.

Start with the basics – and work toward complex

You never want to operate from a place of preconceptions. The beauty of segmenting is in the surprises you find along the way – when common interests reveal an audience beyond the one you presumed.

However, you can go in search of segments that make sense. Just as you typically start with demographics like age or gender, you can approach segmenting with a particular type of audience in mind. From there, let the data reveal the human commonalities that create segments within the segments.

Here are examples of generalized segments you can take further:

People who know your brand well and love it. These potential brand ambassadors are the ones you most want to connect to – no matter their age, gender or location – so what else do they love? Use what they share to wow them and get them sharing about you.

People who love something your fans love, but don’t know your brand. The best way to introduce two people and get the conversation rolling is by mentioning a common interest: “Jane, this is Laura – you both love volunteering at the ASPCA.” Segmenting provides the social media equivalent. Use what your fans love to find others you can converse with about those passions. This shared affection for something they love makes them sit up and notice your brand.

Fans of competitors, who like/dislike X, Y, Z. You want the people who love your competitors to realize your brand is better. However, simply telling them you are, and why, is pointless. Create segments for these prospects and woo them with your realness and your passion for their passions.

People who love to create content of their own – or user generated content (UCG). These particular consumers are highly valuable because they save you time and effort on marketing materials. And fellow consumers love them more than they could ever love one of your own ads. Promote and praise the ones who already create content for your brand, but also seek out anyone creating amazing content for another brand and strike up a conversation about their painting, writing, etc. Suddenly they’ll be creating content for you.

As you can see, segmenting doesn’t mean shrugging off the basics – it just means making the basics better. Go in search of these segments, but then use the info consumers share to connect more deeply. The more specific you are, the better.

For the “music fans with a sense of humor” segment

Deliver the perfect message in the perfect way

Segmenting has no limits – so don’t think you have to stop at hobbies, behaviors, and the like. Create segments based on content type or channels so you can offer the exact right thing at the right time in the right place.

Consider segments based on people who love DIY videos, or those who live for infographics, GIFs, memes, etc. Now look at what kind of DIY videos or infographics they’d love based on psychographics – and offer them up on the channels they favor.

Don’t just assume because your audience is on Instagram you can post images and call it a day. Maybe you have a segment that loves Stories, or slow-motion videos. Use this information just as you would any other insight – to give them what they crave.

Apply these insights across your brand

Nothing about social is limited to marketing or engagement alone. The insights segmenting brings are valuable to every department in your organization:

Feel-alike consumers with more than 500 followers who post actively about your brand are ideal brand ambassadors and influencers. Make them part of your team.

Insights from segments of your competitors’ audience, revealing items they wish existed or were improved, should be shared with your R&D and/or sales team. Maybe you can fulfill those wishes.

Segment data based on negative sentiment might influence the way your customer service team responds, or inspire improved customer experience management overall.

Segmenting is a major benefit of sentiment analysis. It’s the best way to get an accurate picture of your audience, to expand your audience beyond demographic assumptions, and to communicate with them from a human perspective instead of that of a corporate entity.

Be sure your social media listening tool is up to the task.

Need to know more about segmenting and how it helps your brand? Reach out for a personalized demo!

Image from Tom Heyes                                        


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