http://ow.ly/eYvWs, Ever since MySpace first made social networks sexy (and especially since Facebook brought it back), marketers have invested lots of time, energy, and resources to develop a strong social media presence. Many have noticed a disconnect, however, between the customer reach provided by social media and actual, quantifiable customer acquisition and return on investment. The new consumer research released by The Incyte Group provides some new insight into how marketers can maximize their investments in social marketing.

1. THE WHO’S WHO OF CONSUMER
SEGMENTS
Analysis of 4 Consumer Segments and the Way They
Use Online Communities to Make Buying Decisions
a publication of

2. INTRODUCTION
Ever since MySpace first made social networks sexy (and especially since Facebook
brought it back), marketers have invested lots of time, energy, and resources to develop
a strong social media presence. Many have noticed a disconnect, however, between the
Contents
customer reach provided by social media and actual, quantifiable customer acquisition INTRODUCTION ............................................1
and return on investment. The new consumer research released by The Incyte Group
WHAT ARE SEGMENTS,
provides some new insight into how marketers can maximize their investments in social AND WHY DO WE CARE? ......................... 2
marketing.
SEGMENT 1: FASHIONISTA
1
This is the second e-book in a series based on the findings from that study. The first PROFESSIONALS ...................................... 3
highlighted how consumers use social media and other resources to research product SEGMENT 2: KNIGHTS
2
and services online, explained how and where consumers want to build deeper WITH SHINY IMACS .................................. 4
relationships with brands (hint, it’s not on Twitter), and discussed why online communities SEGMENT 3: WEB-BUILDING
3
drive customer acquisition and revenue. This e-book will examine the characteristics of TECHIES ........................................................ 5
unique market segments that are likely to join customer communities, and discuss how SEGMENT 4: BARGAIN-HUNTING
4
you can best leverage your social media strategy to connect with each in a meaningful, MAMAS .......................................................... 6
valuable way. SO WHAT DOES THIS MEAN
FOR YOUR MARKETING STRATEGY? ... 7
CONCLUSION .............................................. 8
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 1

3. WHAT ARE SEGMENTS, AND WHY DO WE CARE?
The Incyte Group study surveyed 1,897 qualified consumers who actively use the
Internet and represent adults from all age, socio-economic, and geographic groups in the
U.S. The findings provided us with some interesting information about the behavior of
American consumers at large. Even more valuable, however, is the insight it provided us
into specific segments of consumers. These segments are bound together by personal
attributes, behaviors, and the ways in which they prefer to interact online.
The market segments examined in this e-book are made up of active social media users
and online consumers. They differ from one another demographically, but they all are
interested in joining a customer community to develop a relationship with your brand
online. The segments we’ll examine in this e-book are:
Any social media strategy that targets one of these segments should
take into account the information presented in this e-book, so you
can approach them in the way that is most effective and appropriate Fashionistas
for them. Knights
Techies
Mamas
% of the US population represented
by our research, specifically: adults
(18 and over) and internet users
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 2

4. 1 SEGMENT 1: FASHIONISTA PROFESSIONALS
The first segment The Incyte Group research identified is made up of mostly female
professionals, ranging in age from 25 to 34. This segments represents 47.2 million people
in the US population. They tend to have discretionary income (and no kids to spend to it
on), so in many ways this segment is a marketer’s dream. Most important, they want to
publicly associate themselves with your brand, as well as provide feedback and receive
promotions …you just have to establish and nurture the relationship.
These young women reported having a presence on every social network site that the
Incyte Group asked them about (Facebook, YouTube, Linkedin, Twitter, and Google+).
Their presence on Google+, which is the newest social network the study inquired about,
suggests that they are early adopters of social media and are extremely social media
savvy.
Fashionistas
Your relationship with these women can be nurtured in a deeper, more meaningful way Knights
by implementing an online community that is hosted on your website and has strong Techies
linkages to your social networks, enabling easy sharing with their friends. These women Mamas
% of the US population represented
are interested in joining online communities to receive offers from your company, read by our research, specifically: adults
(18 and over) and internet users
posts from other community members, and to give advice. They are most likely to join
your community and advocate for your brand when offered an incentive, such as a simple
coupon.
Bottom line:
These women are interesting to marketers on their own because of their purchasing
power and the size of the segment. They become exponentially more powerful, however,
because of their social connections and propensity to share information. Get the most
value out of this segment by creating active communities with strong social linkages, so
they can easily share with their fellow Fashionistas.
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 3

5. 2 SEGMENT 2: KNIGHTS WITH SHINY IMACS
The second segment The Incyte Group identified is mostly made up of 24 to 35-year-old
professional men. These young men are well educated and like to be in the know about
the latest gadgets. They are, in some ways, the male counterparts to the Fashionistas. But
they are different in notable ways that make them uniquely interesting and valuable.
Here’s how: Knights join online communities primarily to share product expertise and be
of assistance to their fellow consumers. They are tech-savvy and helpful by nature, so
they have the potential to be very valuable community members. If incentivized (even by
something as simple as a web badge) they are willing to join communities, post answers,
rate content, provide feedback, and refer friends. These communities should be strongly
linked to social networks so that it’s easy for Knights to tell their friends about their
participation.
Fashionistas
These young professionals represent 16.5 million in the general population (about a third Knights
of the first segment), so they don’t hold the same purchasing power as Fasionistas. They Techies
can, however, be very valuable resources to your brand because of the way they like to Mamas
% of the US population represented
interact online and in communities. by our research, specifically: adults
(18 and over) and internet users
Bottom line:
Knights can be your company’s best friends by acting as brand advocates and providing
impromptu support. Companies should appeal to their natural desire to be of assistance
in order to best leverage them.
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 4

6. 3 SEGMENT 3: WEB-BUILDING TECHIES
The Techies are the youngest of the segments identified by The Incyte Group, so it makes
sense that they are also the most socially connected. This segment is mostly made up
of 21 to 24 year-old men, and they are plugged in to all the latest gadgets, apps, and
networks. They are constantly seeking out others with common interests, especially
those who share their love of technology.
Because of their deeply connected nature, these young men are people you want talking
about your brand. They don’t just want to read your content and evaluate your products;
they want to let their friends and followers know that they’ve done so. These early
adopters represent 29 million people in the US, but their strong social ties make their
influence exponentially greater.
Techies are willing to join a community, refer friends, and advocate for your brand if
Fashionistas
offered an incentive. For this in the know bunch, consider offering insider information or Knights
a free trial … they like incentives that make them feel like they’re exclusive friends of the Techies
brand. Mamas
% of the US population represented
by our research, specifically: adults
Bottom Line:
(18 and over) and internet users
These young men are tech-savvy and highly likely to advocate for your brand. Ask them
to do so, and enable easy social sharing for brand awareness that spreads like wildfire
amongst their fellow Techies.
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 5

7. 4 SEGMENT 4: BARGAIN-HUNTING MAMAS
The final segment we identified from The Incyte Group research is the most clearly
differentiated from the other three segments we’ve examined. Segment 4 is made up of
mostly 35 to 44-year-old women. They represent 24.6 million people in the US and tend to
be moms who are responsible for the household shopping, so their purchasing power is
significant.
These women are less savvy with social media and technology than the previous three
groups, but that doesn’t make them luddites. They spend time in online communities
to share and receive information, and receive offers and promotions. They are willing to
freely give advice, and they do so regularly.
When offered an incentive, Mamas are willing to join a community, rate content, provide
feedback, refer friends, and advocate for your brand. They are value-driven buyers, so
Fashionistas
consider offering a coupon or promotion to incentivize them to join your community. Knights
Techies
Bottom line:
Mamas
These Mamas are eager to participate in an online community to research topics, share
% of the US population represented
by our research, specifically: adults
(18 and over) and internet users
their knowledge, and receive offers and promotions. Incentivize them with coupons and
deals, and they will bring tremendous value to your community and brand.
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 6

8. SO WHAT DOES THIS MEAN FOR YOUR MARKETING STRATEGY?
In e-book one, we explained that social media is an important entry point into a
relationship with your customers, but an online community (hosted on your website)
is necessary to nurture that initial point of contact into a meaningful, long-lasting
relationship.
The research also shows that it’s wise to customize community messaging and incentives
to the market segments your customers likely belong to. There are certain community
experiences that each segment examined in this e-book mentioned as important to them.
For your online community to encourage as much participation as possible it should:
Have strong linkages to social networks.
Quality ratings are important.
People respond to incentives.
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 7

9. CONCLUSION
There is no denying that social media is a valuable way to reach current and potential
customers. Those are people on the other side of the screen, liking your page, following
your tweets, and re-pinning your images. But in order to truly connect with them you need
to understand who they are, and provide them with a customer community that meets
their needs.
While Get Satisfaction has been in the business of building valuable of customer Have questions?
communities since 2007, this research drove home for us the importance of providing Feel free to email
customer communities that are flexible enough to serve the needs of specific consumer
segments. That’s why we focuse on community experiences that can be anywhere sales@getsatisfaction.com
your customers are—on your website, as campaign destinations, on product and or, you can call
support pages, in social networks, in search, and on mobile devices. This is the perfect
complement to your social media strategy. .. 877-339-3997
When your customers have a transparent, easy-to-use way to engage with your and talk to a
community, right on your website, they know that you’re there for them and that you real human.
care about what they have to say. This creates trust, and trust creates long-lasting
relationships. Those relationships are the recipe for a strong brand and a successful
business, and that’s what Get Satisfaction is all about.
Get started with a free trial today!
THE WHO’S WHO OF CONSUMER SEGMENTS: 4 Consumer Segments & the Way They Use Online Communities 8