Facebook: Four Segment Marketing Strategy Framework
To tap successfully into the power of social media, where would one start?
Facebook platform has over 1.3 billion active users worldwide (Facebook,
2013).
Many organizations has been increasing their attempts to mobilize the power of social networking sites. Mixing both online and offline worlds, some firms have been making use of Facebook as a way to reach out to consumers.
According to Hodis, Sriramachandramurthy & Sashittal (2015), electronic word-of-mouth (eWOM) reflects the "true power of the modern consumer". This shows that the tool alone (Facebook) provides marketers the type of value they could not get anywhere else.
Despite Facebook being an ideal medium in this current generation to reach to its customers, it is unfortunate that many have forgotten the unique interaction of the Facebook environment, which are basically meeting friends, interacting and building relationships with one another.
Have you gone on your Facebook news feed and wondered how irrelevant and annoying the advertising such as buying a year's worth of car shampoo?
Yeah... I thought so too.
With social media becoming a greater influence in our everyday lives, marketers should start taking notes on how to utilize the Four Segments of Facebook Marketing Strategy.
Different from generic marketing platforms, Facebook requires brand-consumer dynamic and novel marketing approaches.
#1. Entertainment
Chasers
Low level of both consumption and creation
I'm sure we all have that one friend who's constantly on their phones. They use Facebook as a means to see what everyone is up to. They are called Entertainment Chasers. Facebook has somewhat become their medication to cure boredom, frequently sending stupid game requests to persuade their 34809238410328 "friends" to join them in their quest for adventure.
Okayyyy....
·
How Brands can Leverage:
-By using advergaming, contests & quizzes, marketers would be able to hold their loyalty. With the help of some monetary award it can lead to some powerful word of mouth
#2. Attention Seekers
high level of creation and low level of consumption
Another friend you can find on Facebook are the ones who are known as the "Drama Queens". They think of themselves as the spawn of Kim Kardashian, posting millions of "omg-look-how-pretty-my-hair-is" selfies and inspirational quotes that mean nothing next to their selfies. These 'celebrities' who feels obligated to update you with snapshots of their glamorous lives are called Attention Seekers.
· How brands can leverage:
- As they are often Facebook "celebrity" endorsers, brands interacting with this attention seekers are able to create the necessary social business. It would also make the brand unexceptionally "cool" among their social circle.
#3. Devotees
high level of both consumption and creation
Do you spends hours and hours on Facebook? Do you often share long posts and prefers long reads over pictures? And do you frequently like and comment on your friend's status updates? Guess what?! You're a Facebook Devotee!!
- Thought of as the ideal "brand ambassador", they can create, post and disseminate their own brand related content. These posts and content coming from the fans can be more profitable than the brand itself.
#4. Connection Seekers (That's ME!)
· High level of consumption and low level of creation
Like me, you use Facebook to enhance relationships with people you see on a daily basis, and keep in contact with friends and family who have travelled overseas, we are counted as Connection Seekers. We see Facebook as a virtual hangout, limiting our posts to only little bits of entertaining articles/videos or important life events.
How brands can leverage FB Connection Seekers:
- Introduce entertainments that enable them to interact and make new friends, as they perhaps can be the Brand's Facebook page "regulars".
Therefore, businesses joining social media platforms,
should understand their online consumer behavior. It is important for the brand to gain acceptance and become a valued member of the social media
community. Businesses need to understand that not every user on Facebook is equally the same. Understanding key consumer characteristics
and act hyper-socially is the fundamental concept to succeed online as a brand. (Hodis, Sriramachandramurthy & Sashittal, 2015, cited in Moran & Gossieaux, 2010)
So these are basically the type of people you’re friends
with on Facebook, let me know at the comment below what are your ideas? AND which
category would you be position at? :D
Reference List:
Hodis, M. A., Sriramachandramurthy, R & Sashittal, H. C. (2015). Interact with me on my terms: a four segment Facebook engagement framework for marketers, Journal of Marketing Management.
19 comments
Write commentsHi Lilian, great post! I think I consider my self as a entertaiment chasers on Facebook, only open it to see some videos. But honestly I hate DEVOTEES people! It's like they online 24/7 and dedicated their life only on Facebook.
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