[Advertising Age, April 13, 2009]

Facebook, MySpace, LinkedIn and Google enable consumers to self-segment and self-identify through groups and interest identities. Social networking allows consumers to self-target by their own individual choices and network preferences. But how can marketers empower consumer self-segmentation and leverage it as a way to engage and connect with customers. Michael Fassnacht offered four actionable steps marketers can take:

1. Build correlation clusters between purchased products and services, and serve them up as recommendations (Amazon, Apple’s Genius feature).
2. Offer networking opportunity based on self-acclaimed interests (Facebook, LinkedIn).
3. Design and provide content or a deal-alert function that automatically informs consumers about something new or interesting in the “opted-in” interest domain of a consumer (Google Alert, Orbitz Fare Alert).
4. Enable sharing of consumer-generated content or feedback in the context of your brand (BlueCross’ “Power of the Human Voice” campaign).

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Sallie Burnett

Keynote Speaker | Loyalty Consultant | Customer Loyalty Thought Leader | CEO at Customer Insight Group

Sallie Burnett is the founder and CEO of Customer Insight Group, a strategic marketing firm that leads the way in the evolution of how companies engage their customers and earn their long-term loyalty. Sallie has more than two decades of strategic consulting experience helping some of the world’s leading companies engage, keep, and grow more profitable customer relationships.

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