Are you a ‘spark’ or an ‘onlooker’? This infographic from loyalty management firm Aimia looks at the 6 most common US social networkers by catergory type.
Aimia’s segmentation model 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.
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.
The type of segmentation outlined by Aimia can potentially help marketers understand the difference between active and passive audience behavior, and improve their ability to selectively leverage social media beyond what they’re able to accomplish via mass media. The data can help brands create a more sophisticated engagement strategy that considers how different groups of consumers use social media in different ways.
Aimia has identified 6 social media personas in the U.S.:
1. No Shows (41%): No Shows haven’t logged on to a social network in the last 30 days. Most likely a 65-plus male, they typically exhibit low degrees of trust and have no interest in broadcasting their activities or interests to anyone.
2. Newcomers (15%): Newcomers are typical passive users of a single social media network. They may reluctantly join Facebook, for example, in order not to feel “left behind”. Newcomers primarily use social media to enhance their onl ine relationships.
3. Onlookers (16%): Onlookers may lurk on several social media networks, but they post infrequently. They rely on social media primarily to keep up on the online lives of others within their social networks, but are reluctant to share details about themselves. Onlookers want complete control of their online information.
4. Cliquers (6%): Cliquers are active, single-network users who congregate primarily on Facebook. They’re most likely to be women, and most of their online sharing includes photos, status updates, and comments. They’re active and influential within their small network of close friends and family.
5. Mix-n-Minglers (19%): Mix-n-Minglers participate actively on multiple social networking platforms. They like to follow brands in order to receive o ffers and keep up with the latest news. They also understand the importance of data privacy. They meet many of their friends online and they’re influential in their networks.
6. Sparks (3%): Sparks are the most active and deeply engaged users of social media. They use social media tools as a means of self-expression. While Sparks are still concerned about online privacy, they work to control the online conversation. Sparks typically boast the most open social networks amongst the six personas. They engage with brands frequently, and are enthusiastic ambassadors for their favorites.
Source: http://www.aimia.com/English/Home/default.aspx
