Aimia, a Canadian company who specialise in loyalty management, recently unveiled an industry-first segmentation model that analysed the behavioural drivers of trust and control to identify six distinct social media personas – no shows, newcomers, onlookers, cliquers, mix-n-minglers and sparks.
So here’s the big question: which of these best describes you?
The model, which was outlined in the Aimia brief, Staring at the Sun: Identifying, Understanding and Influencing Social Media Users, argues that while no single social media channel can deliver a complete picture of customer behaviour, specific social media personas are identifiable which, if engaged directly, can reap benefits for brands. These are:
- No Shows (41% of US population) – least involved with social media, if at all; infrequently engage in online commerce.
- Newcomers (15%) – passive users of a single social media network, primarily to enhance offline relationships
- Onlookers (16%) – observe others via social channels on a regular basis, but share almost no personal information
- Cliquers (6%) – active users of one network; influential among their small group of friends and family
- Mix-n-Minglers (19%) – those who regularly share and interact with a diverse group of connections via social media
- Sparks (3%) – most active and deeply engaged users of social media; will serve as enthusiastic online ambassadors for their favorite brands
“Today’s approach to social media measurement – racing to rack up the most ‘likes,’ retweets, followers and recommendations – is the wrong approach. Marketers must define success not by social media activity, but rather by customer value and engagement,” said Aimia senior VP Doug Rozen, lead author of the report. “Marketers often struggle to understand the true motivations and purchase intent behind customers’ social media activity. Proper segmentation allows marketers to appropriately identify, understand and influence customers through social channels.”
Aimia have detailed their findings in this infographic.
Do you fit into Aimia’s social media user model? Do you think we can accurately pigeonhole users as narrowly as this? Hit the comments to let us know.
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