This solves the problem of you digging through millions of profiles to look for the 1000 people who are both conservative and early tech adopters – think of launching a new mobile app for Hobby Lobby.
In any event, here’s the quick analysis for people influential about the iPhone and those who impact the conversation around the Windows Phone(s).
How We Did It
We looked at micro and mid-level influencers for both phones in our influencer application, looking at their last 10,000 tweets and Instagram posts. We left out the macro influencers, who are primarily media and large verified accounts like young Master Bieber. Mid-level influencers are not Twitter verified and usually have hundreds of thousands of followers. Micro influencers have minimal followers but are real people who post on Instagram or Twitter with some frequency. We like to say that everyone matters at Mattr – so if you’re looking for the people who influence your target audience, you want to see your next door neighbor who only has 100 followers, but a lot of influence over you.
What it Means
The political party affiliation surprised us a bit, as did the environmental analysis. Just goes to show you that stereotypes are often dangerous–but always sloppy and rarely good enough in these days of big data.
For Microsoft, it tells us that they’re close to on par with Apple’s sense of non-conformism, even though 5% of the dataset represents a significant enough difference to call out.
I would definitely play off of the environmental analysis, and appeal to phone and electronics recycling programs. To date, few campaigns come to mind with this message. Certainly, Microsoft should heed the advice of avoiding trying to appeal to conflicting value sets such as Self-Indulgence versus Conservation / Conformity.
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