Fashionistas, Knights, Techies, and Mamas “oh my!”
Don’t be scared. These are the four consumer segments that you are probably misunderstanding, yet are the most likely to engage in your online community and be an advocate for your brand.
Here’s what we all now know. Social media is about much more than trying to get the most fans, followers, and connections. It’s about more than getting the most retweets, likes, comments, and shares.
It’s about building (over time) a meaningful relationship online with the right audience for your brand.
It won’t happen overnight, but over time you can build authentic relationships with your online community, drive real engagement and reap measurable business value from your efforts. This happens when you understand your customer, what drives them, and what moves them to action.
Recent market research conducted by The Incyte Group suggests there is a gap between the way customers want to connect with companies they care about online and the way that brands are actually using social media to reach them. The research identified four major consumer market segments that have a high tendency to join customer communities when making purchasing decisions and explained the best ways to incentivize each of them to do so.
Check out this infographic below to better understand the demographics of these segments and the best ways to connect with them:
(Original infographic source: Get Satisfaction)
What do you think the disconnect is with how brands interact online with their targeted customer market segments? I’d like to hear your comments and insights below!