Eleonora Escalante, MBA-M · Social Media Strategy •Defines the Scope of the firm in terms of the industries and markets in which it competes. •It answers the question: how the

Eleonora Escalante, MBA-M.EngStrategic Corporate Advisory Services

Creating Corporate Integral Value (CIV)

Social Media Personality Classification (IV)

Eleonora Escalante MBA-MEng, Strategic Corporate Advisory Services

© 2017 Eleonora Escalante-all rights reserved 18-Jan-2018


© 2017 Eleonora Escalante-all rights reserved

Leg 4. From Melbourne to Hong Kong.

0

Outline Theme 2. Social Media Segmentation.

1. Social Media

Platform Uses

2. Traditional

Segmentation vs. Social

Media Segmentation

3. Social Media

Segmentation

Objectives

4. Information

Propagation.

Personality

Classification

4. Content drives

community groups.

Micro segmentation

.5. The Future: Predicting a

well fine tuned segmentation

using social media.

Summary and Conclusions

217-Jan-2018

We are here!

https://support.office.com/es-ES/article/b89770f1-deb1-4a19-94ef-342aa15a4689




0

Outline Theme 2. Social Media Segmentation.

1. Social Media

Platform Uses

2. Traditional

Segmentation vs. Social

Media Segmentation

3. Social Media

Segmentation

Objectives

.

317-Jan-2018

We are here!

4. Information

Propagation.

Personality

Classification

We are here!





418-Jan-2018

Social Media: The reason why companies have to include their digital strategy at the core of the

overall corporate strategy, is because social media is an excellent tool for collaboration and direct

communication with our customers and potential clients, which ultimately has an impact in sales,

profits and so on. (Social Media is a core part of our Digital Strategy which is included in our

Business Strategy).

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Corporate Strategy

Business Strategy

Digital Strategy

Social Media Strategy

•Defines the Scope of the firm in terms of the industries

and markets in which it competes.

•It answers the question: how the Company grows:

vertical integration, strategic alliances, acquisitions, new

ventures, allocation of resources and divestments.

• Concerned with how the firm competes within a

particular industry or market

• The Digital strategy is concerned with how the

firm communicates, sells, operates, markets and

delivers… that is why it has to be here.

• Captures the information from our audience

directly and in consequence is core part of the

overall strategy process. Why? Because our

audience is connected with us!





518-Jan-2018

Social Media: Ultimately our traditional approach of Corporate Strategy and Business Strategy

will change. There will be a shift from a functional perspective to a collaborative perspective:

the organization will change to what I defined as “satellite organization” something circular

(radial)…

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Corporate Strategy

Business Strategy

Digital Strategy


Social media will be

a source of

competitive

advantage for the

companies: it has to

be considered at

the same level of

resources, people,

capabilities.





618-Jan-2018

Social Media: Do you remember the set of slides from my post of December 18th,2018?

That day I introduced the concept of “satellite organization”. Look for my presentation called:

Leg 3 - From Cape Town to Melbourne. Competitive Advantage as a result of Organizational

Capabilities and Resources

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Corporate Strategy

Business Strategy

Digital Strategy


Satellite

organization

Moon

Earth

Orbit


https://eleonoraescalantestrategy.wordpress.com/2017/12/18/leg-3-from-cape-town-to-melbourne-vi-competitive-advantage-as-a-result-of-resources-and-capabilities/




717-Jan-2018

3. Information

Propagation.

Personality

Classification

Today,

We are here!

C

G

F

A

D

E

BC

G

F

A

D

E

B

C

G

F

A

D

E

B

C

G

F

A

D

E

B

Project I

Project II

Project III

Project IV Satellite

organization

C

G

F

A

D

E

B

Project VTeam 5

Team 3

Team 2

Team 1

Team 4

Social Media: The “satellite organization” works because we have social media tools to make it

work… Without the social media platforms we couldn´t even think of having “satellite

Organizations”…


Leg 3. From Cape Town to Melbourne.


© 2017 Eleonora Escalante-all rights reserved 18 Dec 2017

We are here!

7a

Satellite

organization

• It is a dream organization where

innovation flourishes

• It is an innovative way to promote

a nourishing culture of learning

from mistakes

• It is a transparent and solid

platform for gaining experience in

teams and after delivering results,

moving forward to more difficult

tasks.

• It is flexible. Rewarding. Inspiring.

• It is an ethical “knowledge based”

organization

Moon

Earth

Orbit

Leg 3. Resources and Organizational Capabilities as Competitive Advantage

04Competitive

advantage as a

result of Resources

and Capabilities





Information Propagation with Social Media

818-Jan-2018

• One of the key social media

features is their information

propagation.

• The growth of social networks has

significantly contributed to the

effectiveness of viral marketing.

• Viral marketing happens easily

since Social Media Platforms have

become part of the quotidian

lifestyle for people.Today,

We are here!

4. Information

Propagation.

Personality

Classification





Information Propagation with Social Media

918-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Data visualization of Facebook relationships by the third-party app

MyFnetwork. Source: Kencf0618

• In a world with “social media”, when

each of us has connectivity networks as

the one on your left, the bottom line is

how will we organize our companies in

a new “satellite organization”…

• Digital technologies (where I include

Social Media Technologies) can help us

to understand better our client needs

and wants. But this is just one part of

the whole strategy.

• The point is that we can, “through

digital channels and data use, create

highly differentiated service offerings

that can cause enormous operational

complexity at scale in the real world”.


https://commons.wikimedia.org/wiki/User:Kencf0618




Social Media Personality Classification

1018-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

In year 2009, Forrester Research created a Social Technographics ladder to classify people by

their usage of social media. This classification has evolved to a three steps matrix.






1118-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

In 2013, Forrester introduced two new data models — the Social Technographics®

Score and the Social Technographics Intensity Matrix






1218-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification








1318-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification



These are the personality classification from Forrester Research Inc.

For more information click here: Social Technographics® Reveals Who Your Social Audience Is —

And How To Approach Them


https://www.forrester.com/report/Social+Technographics+Reveals+Who+Your+Social+Audience+Is+And+How+To+Approach+Them/-/E-RES128037





1418-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Pew Research Center described ten different type of personalities when it comes to

technology and internet…

1

1. Digital Collaborators

2. Ambivalent Networkers

3. Media Movers

4. Roving Nodes

5. Mobile Newbies

6. Desktop Veterans

7. Drifting Surfers

8. Information Encumbered

9. The tech indifferent

10.Off the network






1518-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Pew Research Center described ten different type of personalities when it comes to

technology…1

21. Digital Collaborators

2. Ambivalent Networkers

3. Media Movers

4. Roving Nodes

5. Mobile Newbies

6. Desktop Veterans

7. Drifting Surfers

8. Information Encumbered

9. The tech indifferent

10.Off the network






1618-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

When it comes to social media platforms, there are several classifications which are

utilized: I doubt I am wrong by telling you that each consulting firm has their own

tags on how to name our social media audience by personality.Some of the most popular social media personality classifications are:

• Forrester Research has their own Social-

Technographic methodology. I FIND

THIS CLASSIFICATION THE MOST

ADEQUATE.

• Pew Research Center also have one.

• I assume, each consulting firm has

designed their own social media

personality classification by now. But

this has to be confirmed. For example

Deloitte has the one at your right





Personality Classification

1718-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Other colorful and funny social media personality classifications I found online are:





Personality Classification

1818-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification

Other social media personality classifications are:

The 10 social media

personality types, by

Digital Jungle


https://visual.ly/community/infographic/social-media/10-social-media-personality-types





1918-Jan-2018

Today,

We are here!

4. Information

Propagation.

Personality

Classification Let me finish today by asking:

Which Social Media Personality

Classification is the one that you

like the most?

Which is the most appropriate to

use as a standard classification

infographic?

And finally

For each of us: Which type of

Social Media Persona we are?

Thank you!





Social Media Segmentation.

2018-Jan-2018

Picture source: http://forfreeblog.blogspot.com

3. Social Media

Segmentation

Objectives

Today,

We are here!


Documents

Eleonora Escalante, MBA-M · Social Media Strategy •Defines the Scope of the firm in terms of the industries and markets in which it competes. •It answers the question: how the