Chapter 3

Question 1

What is a Social (digital) Footprint?

Answer 1

Your digital footprint leaves evidence of where you are and where you’ve been.

Question 2

What is a Life stream?

Answer 2

A lifestream are time-ordered streams of entries and posts. A journal of your digital life. Facebook does the best job of recording the lifestreams of its members.

Question 3

What do most American people do online?

Answer 3

Email, Search Engine, News, Pass time, Buy products, Watch Videos, and Social Network.

Question 4

What’s Affinity impulse?

Answer 4

Social networks enable participants to express an affinity, to acknowledge a liking or relationship with individuals and groups.

Question 5

What’s Prurient impulse?

Answer 5

People may feel a curiosity about others and want to feed this interest.

Question 6

Explain Contact comfort and immediacy impulse

Answer 6

People have a natural drive to feel a sense of psychological closeness to others.

Question 7

Explain Altruistic impulse.

Answer 7

Some participate in social media as a way to do something good.

Question 8

Explain Validation impulse.

Answer 8

Social media focuses intently on the individual.

Question 9

What is Market segmentation?

Answer 9

is the process of dividing a market into distinct groups that have common needs and characteristics.

Question 10

What are the types of segmentation? (GDPBB)

Answer 10

Geographic segmentation
Demographic segmentation
Psychographic segmentation
Benefit segmentation
Behavioral segmentation

Question 11

What is Geographic segmentation?

Answer 11

refers to segmenting markets by region, country, market size, market density, or climate.

Question 12

What is Demographic segmentation?

Answer 12

refers to utilizing common characteristics such as age, gender, income, ethnic background, educational attainment, family life cycle, and occupation to understand how to group similar consumers together.

Example: Huggies used Social Media to target an important demographic group, Mommies, at Mom Inspired microsite by developing a grant program is awarding up to $15,000 to further the development of innovative products inspired by the joys of motherhood.

Question 13

What generation use the web the most? The least?

Answer 13

Millennials (18-33) use the web the most for everything. The GI Generation (71+) uses the least. (email and search engine).

Question 14

What is Psychographic segmentation?

Answer 14

a process where companies slice up the market based on personality, motives, lifestyles, and attitudes and opinions. Psychographic segmentation help marketers know the real person making the consumption decisions.

Question 15

What is Behavioral segmentation?

Answer 15

Divides consumers into groups based on how they act with regard to a brand or a product category. Knowing how much of a product a group uses and how often they purchase that product can be useful information, especially “heavy users” who often differ from occasional users.

Question 16

What is the 80/20 rule?

Answer 16

20% of a brand’s customers purchase 80% of its products.

Question 17

What are different typologies of digital consumers?

Answer 17

1) Social Technographics (level of participation online and kinds of technologies they use).
2) Pew Internet Technology Types (whether an individual welcome technical mobility or not)
3) Anderson Analytics: Users and Nonusers
4) Microblog User Types

Question 18

Social Technographics are: (4C, J,S,I)

Answer 18

1) Creators – contribute content to be shared with others.
2) Conversationalists – those who talk through social media frequently
3) Critics – those who react to the content created by others
4) Collectors – efficient and organized users of social content
4) Joiners – people who maintain a profile on one or more social networking sites and visit the sites regularly
5) Spectators – site on the periphery of social communities
6) Inactives – online, but do not participate in a meaningful manner

Question 19

What does the 10 digital lifestyle groups mean?

Answer 19

They are based on two characteristics:

(1) whether they hold a positive or negative view of digital mobility and
(2) relationships with assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives).

Question 20

What does the Anderson Analytics mean?

Answer 20

This typology plots segments along two axes: the perceived benefits of using social media and the perceived barriers to using social media. The Anderson Analytics’ model of social behavior is more limited in its applicability than the other models presented. Its value exists primarily in understanding the types of barriers consumers face as they adopt and explore social media communities.

Question 21

What are the types of Microbloggers? (E, D, K, A)

Answer 21

1) The Elite: create content that others share and augment. Power posters.
2) Difference makers: contribute quality, not quantity.
3) Knowledge seekers: tweet for knowledge. They want to engage in a conversation.
4) Attention seekers: little original content, rather repost the content of others.