Marketing Metrix - Customer trail
Over 50% of the population use social media to varying degrees. SocialFX is a segmentation tool completely focused on identifying and segmenting medium to heavy users of social media.
The segmentation consists of 9 groups, however each group can be further segmented based on demographics and lifestyle selections.
One of the many applications of SocialFX is the ability to 'push' potential customers to a company's Facebook page, improving customer engagement and loyalty, as well as driving donations or sales. This can then be run in tandem with Facebook advertising.
The following is a brief overview of the 9 segments. For more detailed information please contact us on 0207 307 6191.
E-girls are the youngest female group and are devoted Facebook users. They use social networking to organise their social lives with their friends, who are also all online. They are likely to follow multiple brands' Facebook pages to receive exclusive offers and freebies and are conscious of their activity on the site.
E-boys are the youngest male group and use Facebook as their main source of social media, however, they are also avid YouTube users. They are likely to use the internet to watch films, TV series and music videos.
Coupon Groupies are female young professionals who tend to use the internet to source vouchers and deals on a wide variety of products and services. The majority have smartphones and they are the most likely of the groups to enter Facebook competitions and shop online.
Suits are male young professionals who tend to be very career orientated and use the internet to keep up with business and financial news. They are also heavy users of entertainment on the internet, downloading films and music. They are the most likely to have an iPhone and have a high presence on LinkedIn.
Social animals are downmarket social media users, likely to be aged 25-34. They are more likely to have signed up for job alerts but mainly use the internet for entertainment news and celebrity gossip pages. They are most likely to choose value products over quality.
Bingo Bangos are fairly downmarket female social networkers, likely to be aged 35-55. They tend to use the internet for online bingo, entering competitions, and reading about dieting tips and weight loss. They are most likely to be social gamers, playing Facebook apps such as Farmville.
Embarrassing Mums are affluent women likely to have children and be on Facebook. They are enthusiastic social media users who are likely to use the internet to organise holidays, book travel and shop online. They are most likely to order groceries online.
Gadget Men are affluent, likely to be aged 35-55 and use a variety of social media. They tend to be technologically savvy and use the internet to keep up to date with business, finance or entertainment news. They are most likely to have the latest smartphone on the market.
Savvy Seniors are fairly affluent Facebook users over 55. They are highly likely to have children or grandchildren and use the internet for price comparison sites and keeping in touch with family. Women in this segment are the fastest growing demographic on Facebook.
