Social marketing segmentation tool

Accessed August 12—16, Hassan, S. Examining world market segmentation and brand positioning strategies. Journal of Consumer Marketing, 29 5 , — Hastings, G. Social marketing: Why should the devil have all the best tunes. London: Routledge. Marketing as if people mattered. Carrigan Eds. European Journal of Marketing, 47 9. Henschen, D. Sentiment analysis: How companies now listen to the web. Information week: Healthcare.

Johnson, E. Beyond nudges: Tools of a choice architecture. Marketing Letters, 23 , — Kiritchenko, S. Sentiment analysis of short informal texts. Journal of Artificial Intelligence Research, 50 , — Kubacki, K. Minimizing alcohol harm: A systematic social marketing review — Journal of Business Research, 68 10 , — Lefebvre, R. Transformative social marketing: Co-creating the social marketing discipline and brand. Journal of Social Marketing, 2 2 , — Liu, Y. A unified framework for market segmentation and its applications.

Mahadevan, M. CMO strategy: Big data makes segmentation more complex but not less crucial. Neiger, B. Positioning social marketing in a planning process for health education. Newton, J. Ethical evaluation of audience segmentation in social marketing. Peattie, S. Ready to fly solo? Marketing Theory, 3 3 , — Peppers, D.

The one to one future. Managers might like this option, if they don't have enough time to constantly schedule and upload content. They can plug in their entire content calendar at the start of the month and remove the heavy lifting for the next few weeks.

Post-enhancing dashboards such as these three can take care of your social strategy without losing any of quality. TweetDeck is amazing if you're tired of flipping back and forth through the different tabs on Twitter. This app is especially handy for posting quickly. You can engage with your Twitter in-app, and it feels like a much faster method of running your account than the in-browser functionality. Plus, TweetDeck automatically updates with any new notifications. This little website is super handy if you don't have the budget to pay for analytic tools.

TweetStats can give you the analytics of any Twitter account in about two minutes. The website displays graphs of when you've tweeted, the volume of tweets, time you usually tweet, and your most used words and hashtags. Using TweetStats is especially helpful if you want to view the ecosystem of your Twitter. Are you staying on-brand? Are you meeting your tweet goals? What hashtags can you elevate the use of?

If you have a large YouTube presence, consider TubeBuddy. TubeBuddy offers a hefty suite of perks to present a full dashboard.

The screenshot above features one of TubeBuddy's card template features. Card templates streamline the process of uploading and finalizing YouTube videos, making it easier to sort videos into a playlist on your channel. You can install the program for free on Chrome, working sort of like an extension.

The free plan gives you access to analytics, productivity, and SEO tools to get started. This is a great post-enhancing tool. Meanwhile, Terris-Prestholt and Windmeijer looked at interventions that promote behaviour change. They determined that the impact of interventions aimed at the ongoing behaviours that are relevant to prevention are slow to take hold and should therefore be evaluated over a longer timeframe 6.

However, current funding mechanisms generally do not allow sufficient time for such change to take place and be observed, making interventions based on segmentation hard to evaluate. Though there are difficulties in exact measurement, the most compelling evidence for the efficacy of segmentation is to look at when and how it is used.

Specifically, it is often brought in when nothing else is working or when there is a drop-off in the efficacy of an intervention. This typically occurs when generalized, homogenous efforts have reached the most easily persuaded among the target audience and nuanced interventions are needed for more resistant members of the target audience.

This was the case with VMMC, where early adopters of the procedure had been reached and demand was plateauing Figure 1. Segmentation can also be used to investigate why efficacy has been uneven. The knowledge gained from segmentation can be used to design specific interventions e. This is especially true when used in conjunction with human-centred design, another methodology increasingly applied in global health programs when traditional strategies start to produce declining returns on investment.

Despite challenges, segmentation also offers a large range of opportunities for the sector. The Reproductive Health Supplies Coalition is one of a growing number of organisations in development that acknowledge that segmentation provides empirical evidence which can help guide the most efficient and effective use of resources.

The identification of segments can also guide decisions about how to meet performance and delivery objectives within a health system. For example, segmentation studies can identify whether one group of end users will likely access a prevention service in a private clinic rather than a public one. Most obviously, segmentation can be used to guide communication at all consumer touchpoints from the community to the clinic, and on a mass scale.

The example of VMMC lends itself well to a segmentation approach. The audience of those who may undergo the procedure already encompasses distinct subdivisions by age e. The literature is replete with examples of such demographic segmentation and its applicability to developing more effective promotions, including via social marketing 8 — Modelling investigations likewise find age to be a beneficial, and in some cases particularly cost-effective 17 , 18 , basis for market segmentation 19 , Geographic segmentation is similarly common 13 , 17 — 19 , 21 , and through modern mapping technology can offer novel applications 21 , The work to segment Zambian and Zimbabwean men along behavioural and psychographic lines provides the most straightforward example of a non-age-based population dissection with findings readily applicable to social marketing interventions.

Men were also segmented according to influences at the community or structural level that discouraged or encouraged uptake VMMC candidates, perhaps due to the intimate nature of the decision and procedure, exhibit a strong preference for individual over mass communication on this issue 9 , Quality market segmentation conducted before beginning such an individualised intervention has the potential to make this otherwise costly and labour-intensive — yet highly effective — approach more feasible to implement 9 , 16 , Market segmentation can also identify whom not to target.

In this case, limited resources for uptake campaigns could be directed toward populations of greatest need and minimize the use of resources directed at segments that were unlikely to choose VMMC under any circumstance Cremin et al. Reed et al. The literature collectively drive toward the idea that what the public health sphere needs is a new mindset. Instead of viewing its target audience as patients with diagnoses, the audience should be seen as multidimensional consumers with preferences and needs.

Current public health segmentation has been almost solely demographic; though valuable at a basic level, this is rudimentary Basically, age segmenting can only be useful as a very general indication of patterns of behaviour, as not everyone in the same age band will behave the same way or respond the same way to experiences. Demographic and age segmentation are some of the easiest to develop, but they provide limited guidance.

This does not mean that public health solutions should be fragmented, but rather that precise messaging — still framed in the broader context of health goals — can be developed for and directed to audiences with whom it is most likely to resonate strongly 4. At this stage, it is not yet possible to definitively conclude that market segmentation leads to measurably better HIV prevention results, but it can be asserted that market segmentation leads to interventions with measurably better HIV prevention results.

The literature present ample evidence for the value of market segmentation as a component of demand creation for HIV prevention interventions, including VMMC and, more recently, oral PrEP.

While traditional applications of market segmentation in healthcare, such as age and geography, remain useful as components of more nuanced population stratifications, behavioural-psychographic segmentation presents the greatest potential for efficacy in uptake of HIV prevention measures, both broadly and in the case of VMMC specifically.

Ultimately, what the public health sphere needs is a shift: from considering possible users of its products as a single group with the same desires and behaviours based on age or location to seeing them as multidimensional consumers with individual preferences and needs. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. A case is made that the private sector is better at market segmentation. Implementers may simply resort to the same or similar sub-populations for structuring demand creation campaigns.

Going beyond these conventional public health categories to include psychographic and behavioral segments may represent an important opportunity for greater cost-effectiveness in program execution, by more efficiently influencing uptake.

However, the authors stop short of describing how the private sector more successfully determines psycho-behavioral market segments and acts upon them in selection of messages and channels. This may be because little is published on methodologies from the private sector, which has little incentive to share proprietary approaches.

This may well be beyond the scope of this paper, but some discussion of bases of segmentation could be helpful to the reader to understand the concept. The article could be improved by defining terminology upfront, e.

A strong definition of segmentation, including the four qualities of viable segments, is provided here for further consideration:. An appropriate segmentation base might be age in a.

Sex, socioeconomic status, and residence are common segmentation bases due to assumptions about differing preferences between males and females, the rich and the poor, and the urban and rural.

Many other segmentation bases exist, including psycho-graphics and lifestyle. The details of parameters for the literature review are clear. The number of professional disciplines of subject matter experts reviewing and summarizing the findings is less clear, though presumably comprised of some or all of the authorship team. Discover who uses what social media platform How to boost your own marketing strategy with segmentation First next steps: Know your ideal customer.

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