Whilst social media has become engrained in our lives, we can sometimes forget how new the channels are.
The advertising strategies utilised by brands are essentially in their infancy, and brands can often forget that social media exists for consumers to engage with each other and not with brands.
Social media is built on the multiple and complex connections of people worldwide. This online community with diverse and limitless interests actively choose content to inform, amuse, and interact with whoever they want, when and how they want. It can be a challenging landscape for a brand to navigate when trying to make meaningful connections with their target audience. Which platforms have longevity and scope? Which platforms are of the moment and who are the most engaged users?
Connectology is your guide to identifying and understanding the different types of social media user in the UK enabling you to make informed and strategic decisions on how to reach, connect and engage with them.
Reasons to Purchase:
- Gain insight on both your existing and target audiences and understand what content engages which types of social media user
- Dispel the myths and stereotypes surrounding social media marketing and how to embrace best practice
- Empower your audience to build and extend your brand profile positively and meaningfully for you
- Understand the role social media plays within the whole marketing mix and plan your resource and investment accordingly
2. The Terrain
- No time to adapt
- The New Wild West
- Beware myths…about age
- Beware myths…about sharing
- Changes bring challenges
- Don’t be in the dark
3. The Connectology Segmentation
- Savvy Exhibitionists
- Super Connectors
- Considered Contributors
- Social Minimalists
- Private Pragmatists
- New Traditionalists
4. Insights & Implications
- Overview insights
- Segment specific insights
5. The Connectology Algorithm
Connectology Algorithm is available at an extra cost.
The publisher provides the end user with the golden questions (which can be added to any survey) and an Excel algorithm tool that allows them to append the segmentation themselves across multiple surveys and waves.
Cost also applies for the publisher to receive the data from the client on an on-going basis and run the algorithm on their behalf (assuming the profile information is sent monthly).
Included is a presentation introducing the segments.
Please contact us for more details on this.
Neither “social media” or those that use it are a single entity. There are fundamental differences in the channels and the roles they play in users lives.
This is driven by a range of factors - sometimes led by the platform themselves (e.g. Snapchat and Facebook are fundamentally different channels), sometimes by the combination of social media platforms used and sometimes by how the end user wants to communicate with their peers and broadcast to the wider world. To effectively navigate the new media environment, brand’s need relevant and bespoke tools to help them target consumers more effectively.
By understanding a target audience’s social media motivations, brands can develop the right creative for the right consumer type on the right channel to help elevate their communication above the rest. It can help them determine the opportunity that social media affords them (and subsequently the most appropriate budget to put behind their social media presence and advertising strategy).
Based on an online survey of 5,000 UK adults, the Connectology segmentation has been developed to meet this need and the our report introduces the segments and details the strategies required to successfully communicate with them.