Making Tracx

Divide and Conquer: Social Customer Segmentation

Posted by Marketing on Sep 29, 2015 3:04:54 PM


Strategically dividing an audience into segments allows for smarter and more efficient targeting. Unlike days past where products were mass marketed to a broad audience, deep customer segmentation has become a critical initiative to implement considering the new, educated and vocal consumer. 

Separating an audience according to behavior and attitudes has become a staple in social media marketing. Audiences can be deeply defined, and social communities of like-minded consumers with shared characteristics allow brands to identify key groups and determine how to best focus efforts to better serve those groups.  The explosion of social media has brought with it “big data,” and along with that, new opportunities to more deeply understand various groups of customers. 

The old way to segment audiences was by demographic – who, what and where. However, the more focused way to approach segmentation incorporates the how and why consumers behave the way they do. This reveals attitude and sentiment, and is a more detailed approach to help brands target customers more effectively and efficiently with relevant content through the preferred social channel. Campaign strategies can be shaped and geared to a well defined group, and can even influence product development and innovation.

In the past, limited access to behavioral data made it difficult to categorize them on a deeper level. Proper social media management opens the possibilities for brands to gain further insight into the emotions or sentiment of the audience. Once a brand knows why a consumer purchases what they do, and the feelings behind the purchase, there are more possibilities for direct targeting.  

Social media monitoring and management software gives brands the ability to acquire this level of additional data so that campaigns and initiatives can be more targeted. 

Using comprehensive social media management software, companies can collect the full breadth of social media activity surrounding a brand. These tools provide crucial monitoring capabilities that allow brands to track the content users are interacting with and sharing across all major social outlets, news sources and review/comparison properties and aggregate these billions of data points into a single-customer view. Sorting the social media audience by area of interest and behavior is then the next step. Demographic breakdown by audience segment is always available and included, but the most enlightening bit of information provided by such tools is the deeper, psychographic levels of insights. Pushing further into the mind of the consumer provides brands with an edge, allowing them to more accurately service customers and drive increased conversion rates with prospects. 

For more details on how to create your customer segmentation plan, be sure to download our whitepaper, Social Customer Segmentation.


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Topics: customer segmentation

De-flaming the Inflammatory

Posted by Marketing on Sep 28, 2015 2:20:54 PM

How social can help brands put out fires

Companies have had to manage public crises since the beginning of time, however since then, the digital age has forced brands to reconsider how they approach a crisis. Not only is the public more aware as consumers and social media users, they voice opinions loud enough to control how we judge a specific brand. Reputation and crisis management have been on display as transparency has taken the place of hiding behind the PR curtain.




It seems the larger the company, the more amplified the crisis – at least where the media is concerned. Some scandals can be blown up to seemingly insurmountable catastrophes, and others are more strategically and successfully dealt with. 

Since its Lance Armstrong scandal, Livestrong’s CEO Doug Ulman has accepted that the foundation would never be what it once was, and that a re-focus on strategy was called for. Revenue fell to $38.1 million in 2012, from $46.8 million the previous year, and it continued to fall throughout 2013. Last year, 13 of Livestrong’s 100 employees resigned. 1

Livestrong changed its course and started to partner with other like-minded ventures, one of which is a hospital in Dallas where they plan to build the ideal cancer center with a fresh view on caregiving. Ullman sees this as the ultimate facility that will set the tone for other cancer care facilities. Livestrong also turned to crowd-sourcing ideas on social for new products, and has also started creating its own tech tools internally to help scale direct services.

A change of direction is not the case for every brand, as demonstrated by Applebee’s and its receipt-posting scandal. A waitress was fired for posting a receipt that contained a note in it from the customer (a pastor) saying, “I give GD 10%, why should I give you 18?” This incited disdain from Applebee’s followers who saw that the popular chain had posted a receipt with a complimentary note from a customer, just two weeks prior. They were angry about the double standard.

Applebee’s reaction seemed unplanned, as events and conversations unfolded over the social web in realtime. The restaurant chain received some negative commentary on their page, and deleted some of those comments as well as blocked some users. As a response, the company re-posted a canned message over and over again, which fueled the fire of enraged customers.

Dealing with a crisis head on, facing the public and answering difficult questions is a dignified approach to managing public problems. Consumers have short attention spans, and can be forgiving, especially when the media backs down from the hype, they start to move on.

Brands with planned procedures and protocols have an opportunity to showcase that customer service is a priority, thereby turning a PR crisis into an opportunity. Companies that establish a dedicated team to crisis management, use social media monitoring to listen to reactions are at an advantage. 2 They’re better equipped to handle public outcry and face shame, head on.

What better stage to perform crisis management than social media and the monitoring of channels? The platforms are open, public forums and the ideal road to take when trying to reach the masses. Since brands are left with little choice other than transparency, social media can be the most effective way to address rumors, attest to superior customer service and also to demonstrate how well a brand knows its audience. A solid social media management system will comb through all customer-generated comments, conversations, opinions and associations. Brands with strong social media presence are at an advantage in this case. They already have the attention of their consumers, and can utilize that to their favor through transparency in engagement.

A proactive approach to crisis management is to actually “have” one – like a practice run. 2 This can help create protocols in the case of a PR disaster. As previously mentioned, within the plan to deal with crisis, what will be the forum in which the brand communicates to its audience? Is an apology in order? The content that a brand puts out immediately after a crisis has gone public is under scrutiny, and should therefore be considered a hefty portion of the plan.  

In lieu of panic and reactive responses, brands should take the approach of preparedness. With the right plan, a brand will be better prepared to face a negative predicament.

1 Livestrong Without Lance, Issie Lapowsky
2 Microsoft: Tips for Tackling a Crisis
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Topics: Social Media

The Friday Five for September 25th, 2015

Posted by Marketing on Sep 25, 2015 10:02:00 AM

Following is this week's Friday Five! a quick rundown of our favorite social media content that gained traction online over the course of the week. The articles herein are identified using the Tracx social business management platform. They cover everything from social media industry-related content, to unique projects that we feel utilized social data in a powerful way, to pieces that simply piqued our interest or made us think about a given topic differently.

So, without further ado, we bring you the Friday Five!

Balancing Planning With Spontaneity on Social Media


Social media marketing is a tough discipline to master because it makes two demands of marketers that seem to contradict each other. On the one hand, the data-driven nature of social lends itself to a bottom line-oriented mode of thinking. In addition, consistency is likely the most important factor when it comes to succeeding as a social marketer. However, the difference between a forgettable social effort and a truly impactful presence is to be the opposite of consistent. Great social brands are whimsical, full of surprises and act more like the people they interact with than the gigantic corporations they represent.

Why Adding A Video Is Crucial To Your Social Media Marketing


Over the past five years, social media has evolved from an extension of a company’s public relations efforts into a strategic business tool. Today, the savviest companies understand that social is as much about relationship management, product development, risk management, and human resources as it is about marketing.

Can Twitter #Hashtags Generate More Traffic, Leads & Revenue


If you use social media, you see hashtags all over the place. They’re literally everywhere. The important question is this: can hashtags improve my bottom line-like generating more traffic, more leads, and more revenue?

How To Make Your Tweets Mobile-Friendly


Do you know why Twitter has a limit of 140 characters per tweet? Or why, when it launched, it was called “Twttr”? It’s because Twitter began as a mobile service. And at its heart, it’s still all about mobile.

Our 4 Biggest Digital Marketing Objectives for 2016


2016 is just around the corner, which has us thinking about our top priorities in the digital space (for both ourselves and our clients). While we won’t go as far as to say these are our predictions for 2016, these are areas we currently envision ourselves honing in on next year…

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Topics: #FridayFive

Turning Brand Detractors into Brand Influencers

Posted by Marketing on Sep 23, 2015 10:46:25 AM


A brand’s response to customers’ complaints on social media puts them in the limelight for criticism or praise. The way and the speed in which a brand responds can indicate the value it places on customer service. More and more, customer service departments are utilizing social media to serve customers, enhance relationships and put out fires, if necessary.

There will always be consumers who will publicly make negative comments about a brand on various social platforms and they’re conveniently labeled, “detractors”. So what’s a brand to do when being publically called out for a mistake or having a faulty product?

First, let’s identify the types of these social “megaphones” and how to best deal with them…


As with influencers, the brand detractor must also be clearly understood in order for brands to manage effective and smart engagement in a public arena.

BJ Bueno, founder and managing partner of The Cult Branding Company makes a valid point. He said, “It’s certainly true that bad word of mouth tends to catch fire faster than good word of mouth. There’s a human explanation: When we lose, it feels bad. But when we win, we get double the good feelings. People who have lost something, like maybe an argument with you, feel good when they talk bad about you. It has been shown that people get a sense of esteem and a lot of social capital when they’re the first to pass on information, and that’s the trouble. People who have had a negative experience will do everything in their power to hijack your brand.”*

Bueno advises not to engage adversely, and instead listen to the detractor’s point for any validity. If there is some legitimacy to what they say, it’s something that can be solved internally – not publically. Some social media experts believe detractors merit engagement – strategic engagement. In a Forrester study on Dos and Don’ts for Dealing With Detractors, its authors feel that the validity of the complaint should be looked at, and then managers can evaluate the best way to engage with them. Basic customer service values and strong customer care tactics may actually turn a detractor into an influencer.

*; Manage Brand Fanatics and Brand Detractors, Karen E. Klein
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Topics: influencers

Infographic: US Open Social Media Buzz

Posted by Marketing on Sep 18, 2015 4:17:00 PM

This year’s US Open tennis tournament provided great stories across the board – from Serena Williams facing her sister Venus in the women’s singles quarterfinals match, to Novak Djokovic edging out 17-time major winner Roger Federer for the men’s singles crown. 

With so much going on during the competition, the Tracx team decided to look at things from a social perspective. Which demographics were discussing the US Open the most, and which networks did they prefer to use? Who were the players that dominated conversations, and which brands played the biggest roles in the overall discussion? Check out our US Open Social Media Buzz infographic below to get the whole story.


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Topics: infographic

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about tracx

Tracx is a 360-degree social media management software (SMMS) platform delivering unified social intelligence that allows enterprises to manage, share and extract actionable insights, threats and opportunities from the social web.