Comments on: Engage different consumers in different ways – why segmentation is key http://www.freshnetworks.com/blog/2009/03/engage-different-consumers-in-different-ways-%e2%80%93-why-segmentation-is-key/ Social media agency, online communities, marketing Sun, 12 Feb 2012 15:39:32 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Social Media Case Study: LEGO CLICK | FreshNetworks Blog http://www.freshnetworks.com/blog/2009/03/engage-different-consumers-in-different-ways-%e2%80%93-why-segmentation-is-key/comment-page-1/#comment-6939 Social Media Case Study: LEGO CLICK | FreshNetworks Blog Thu, 21 Jan 2010 09:40:26 +0000 http://www.freshnetworks.com/blog/?p=596#comment-6939 [...] people are very passionate about, a brand people love and we’ve written before about how they use segmentation to engage their consumer base from children to enthusiasts in an innovative way. Now they have continued their innovative [...] [...] people are very passionate about, a brand people love and we’ve written before about how they use segmentation to engage their consumer base from children to enthusiasts in an innovative way. Now they have continued their innovative [...]

]]> By: Trading Techniques | Yoobi Forex http://www.freshnetworks.com/blog/2009/03/engage-different-consumers-in-different-ways-%e2%80%93-why-segmentation-is-key/comment-page-1/#comment-3653 Trading Techniques | Yoobi Forex Tue, 14 Apr 2009 09:54:44 +0000 http://www.freshnetworks.com/blog/?p=596#comment-3653 [...] FreshNetworks Blog » Blog Archive » Engage different consumers in … [...] [...] FreshNetworks Blog » Blog Archive » Engage different consumers in … [...]

]]> By: FutureGov » Useful links » links for 2009-04-06 http://www.freshnetworks.com/blog/2009/03/engage-different-consumers-in-different-ways-%e2%80%93-why-segmentation-is-key/comment-page-1/#comment-3583 FutureGov » Useful links » links for 2009-04-06 Mon, 06 Apr 2009 12:04:14 +0000 http://www.freshnetworks.com/blog/?p=596#comment-3583 [...] FreshNetworks Blog » Blog Archive » Engage different consumers in different ways – why segmentat... Customer segmentation and social media strategies (tags: social marketing media events customers strategy branding advertising LEGO) [...] [...] FreshNetworks Blog » Blog Archive » Engage different consumers in different ways – why segmentat… Customer segmentation and social media strategies (tags: social marketing media events customers strategy branding advertising LEGO) [...]

]]> By: FreshNetworks Blog » Blog Archive » Why is word-of-mouth for brands so important? http://www.freshnetworks.com/blog/2009/03/engage-different-consumers-in-different-ways-%e2%80%93-why-segmentation-is-key/comment-page-1/#comment-3545 FreshNetworks Blog » Blog Archive » Why is word-of-mouth for brands so important? Sat, 04 Apr 2009 10:50:43 +0000 http://www.freshnetworks.com/blog/?p=596#comment-3545 [...] Engage different consumers in different ways - why segmentation is key (freshnetworks.com) [...] [...] Engage different consumers in different ways – why segmentation is key (freshnetworks.com) [...]

]]> By: ContentKeith http://www.freshnetworks.com/blog/2009/03/engage-different-consumers-in-different-ways-%e2%80%93-why-segmentation-is-key/comment-page-1/#comment-3482 ContentKeith Wed, 01 Apr 2009 18:09:43 +0000 http://www.freshnetworks.com/blog/?p=596#comment-3482 Matt and Tom: I recently attended a conference in Miami where Heidi Lieblein-Baily, Community Manager from LEGO America, presented communications efforts targeted to their defined communities - great fun! Segmentation based on levels of engagement is a forward-thinking strategy that can aid in migrating prospects to customers to advocates, with the goal of maximizing customer lifetime value. Both social media and integrated marketing efforts can be specialized (to these segments/personas), complete with metrics to measurement each progressive step in the customer journey. LEGO gets it (and don't think they stop counting a customer at adolescence -- they enjoy groups of 'adult LEGO lovers' and their lifetime enjoyment of all things LEGO) and embraces the idea of speaking to different segments differently. Tom, if you have further interest in this strategy, I have developed a proprietary process around it and can provide some topline starters -- give me a tweet - ContentKeith. Matt and Tom:

I recently attended a conference in Miami where Heidi Lieblein-Baily, Community Manager from LEGO America, presented communications efforts targeted to their defined communities – great fun!

Segmentation based on levels of engagement is a forward-thinking strategy that can aid in migrating prospects to customers to advocates, with the goal of maximizing customer lifetime value. Both social media and integrated marketing efforts can be specialized (to these segments/personas), complete with metrics to measurement each progressive step in the customer journey. LEGO gets it (and don’t think they stop counting a customer at adolescence — they enjoy groups of ‘adult LEGO lovers’ and their lifetime enjoyment of all things LEGO) and embraces the idea of speaking to different segments differently.

Tom, if you have further interest in this strategy, I have developed a proprietary process around it and can provide some topline starters — give me a tweet – ContentKeith.

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