Combat- understanding social marketing success from the user segments（战斗u2014u2014理解社会营销成功从用户段）.doc

Combat: understanding social marketing success from the user segments Research papers Download News: segmentation is an important marketing weapon that allows us to pass the correct marketing message to the right people. But not all marketers have their users have a clear understanding of the structure, there is no clear understanding of it is to develop an effective marketing strategy, so some users to understand the methods and principles of segmentation will help marketers target customers seize Several focus groups, to pass the appropriate information purposes. This article from the perspective of how social networking audience segments departure for social marketing campaigns by the user to provide some inspiration Here is the breakdown of marketing can be used to segment audiences in three directions: Demographic characteristics Influencers Implicit similarity factor between users In order to better explain the three directions above, below we look through the case: Broken down by age and sex Audience cases we look @ nikeuk this sportswear, it has 117K fans, and different ways to interact with the audience were male or female. Nike fan groups, male to female ratio is 5:2, men in particular, like to talk about football, sports and games, while fewer women users in addition to talking about sports, but also like to discuss the TV series and Christmas. Understand the impact of your fans who Identify the impact of your fans or 10000 100 opinion leaders, to find what they are concerned, they are able to mobilize the rest of your audience. For example, the analysis of 1.1 million fans @ Nokia found that 1700 opinion leaders influence over the more than 100 fans Nokia account, which before 1700 Twitter account can cover more than 50 million accounts. These effects were located in different countries, with different content and brand preference. Let them find out what factors associated with In this step, you need to obs