To download our full white paper “Staring At the Sun: Identifying, Understanding and Influencing Social Media Users,” please visit our Research Center at Aimia.com.

MARKETING TO SOCIAL MEDIA PERSONASApplying social media personas and segmentation can help companies target their marketing dollars more effectively by building loyal relationships with consumers based on their behavior within social media networks.

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Icon size represents usage from large to small: very frequently, regularly, occasionally, infrequently, never.

To become an effective marketing strategy, social media marketing must first become part of an effective customer strategy. Today, marketers must leverage a segmentation approach to identify, understand and influence customers through these channels. To that end, Aimia conducted research to develop six social media usage “personas” based on the twin behavioral drivers of Trust and Control.

SOCIAL MEDIA PERSONASIDENTIFYING, UNDERSTANDING AND INFLUENCING SOCIAL MEDIA USERS

SOCIAL MEDIA DRIVERS: TRUST AND CONTROL

TRUST = PARTICIPATION. The more trust consumers place in social media networks, the more likely they are to actively participate.

CONTROL = EXPOSURE. The more control consumers perceive over their social media activity, the more likely they are to engage with a wider variety of social media networks.

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THE PERSONASPlotting social media behavior along these axes of Trust and Control reveals that US consumers fall into six primary social media personas (percentages = portion of the US general adult population falling into each category).

“What’s the point of social media? I don’t need to know what

you ate for breakfast!”

AGE: 65INCOME: $30KEDUCATION: High School GraduateHOUSEHOLD: Lives Alone

PARTICIPATION:EXPOSURE:

Doesn’t participate in any form of social media

TYPICAL NO-SHOW

41%

“I use social media to keep in touch with current friends and to

reconnect with old ones.”

AGE: 39INCOME: $75KEDUCATION: Attended CollegeHOUSEHOLD: Married, 2 ChildrenCONNECTIONS: >50

NETWORKS: Facebook, YouTubeTOOLS: PC OnlyFREQUENCY: Every Few DaysPARTICIPATION:EXPOSURE:

Belongs to one network, mainly observes, rarely posts

TYPICAL NEWCOMER

15%

“I use social media to interact with family and friends—including new

friends I’ve met online.”

AGE: 29INCOME: $95KEDUCATION: Graduate DegreeHOUSEHOLD: Married, 1 ChildCONNECTIONS: < 200

NETWORKS: Facebook, Twitter, LinkedInTOOLS: Powerbook, iPhoneFREQUENCY: Multiple Xs/DailyPARTICIPATION:EXPOSURE:

Actively engages on multiple networks with a diverse group

TYPICAL MIX-N-MINGLER

19%

“Social media enables me to meet with my regular friends and meet new ones. It increased my confidence and

allows me to enjoy my life.”

AGE: 24INCOME: $80KEDUCATION: In Grad SchoolHOUSEHOLD: Lives with PartnerCONNECTIONS: < 1,000

NETWORKS: Facebook, Twitter, BlogsTOOLS: iPhone, iPad, PowerbookFREQUENCY: Always onlinePARTICIPATION:EXPOSURE:

Heaviest daily usage and creation, multiple media across multiple networks

TYPICAL SPARK

3%

“I use social media to reconnect with people and typically observe others.

I share almost nothing.”

AGE: 36INCOME: $85KEDUCATION: College DegreeHOUSEHOLD: Married, 2 ChildrenCONNECTIONS: < 100

NETWORKS: Facebook, YouTubeTOOLS: PC, Rarely AndroidFREQUENCY: DailyPARTICIPATION:EXPOSURE:

Consumes content daily across multiple networks, but rarely contributes

TYPICAL ONLOOKER

16%

“I use Facebook to post about my day. I like to post pictures, and I love to comment on my friends’ pictures and videos.”

AGE: 47INCOME: $95KEDUCATION: Graduate DegreeHOUSEHOLD: Married, 1 ChildCONNECTIONS: < 100

NETWORKS: Facebook, YouTubeTOOLS: PC, iPhoneFREQUENCY: DailyPARTICIPATION:EXPOSURE:

Actively engages on one network with a close circle of friends and family

TYPICAL CLIQUER

6%