Social Technographics Defined 2010

Social Technographics ® Defined
Josh Bernoff, Senior VP, Idea Development Jacqueline Anderson, Consumer Insights Analyst
August 2, 2010

Social Technographics classifies people according to how they use social technologies. Forrester can quantify the number of online consumers within these groups using our global Technographics ® consumer surveys. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Creators make the social content consumed by others. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Conversationalists voice their opinions to other consumers and businesses using vehicles like SNS and Twitter. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

The Social Technographics Ladder Inactives neither create nor consumer social content of any kind Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

Taken together, these groups make up the ecosystem that forms the groundswell. By understanding where your customers fall within the ladder you can determine which sorts of strategies make sense to reach those customers. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

Customize Your Social Technographics
Forrester’s Global Technographics research captures a broad range of consumer data that allow you to create custom profiles based on attributes such as:
Demographics . Age, gender, household size, geographic location, education, income, financial assets, employment status, and marital status.
Behaviors . Online behaviors, media usage, technology ownership, telecommunications services, and consumer behaviors in the financial services, marketing, retail, and travel realms.
Brands . Investment firms, banking firms, insurance firms, magazines, newspapers, TV set manufacturers, TV service providers, landline and wireless phone service providers, cell phone manufacturers, PC manufacturers, other consumer electronics manufacturers, ISPs, and retailers.
Media usage . Magazines read, newspapers read, TV channels watched, and media Web sites visited.
Attitudes . Technology attitudes; proprietary Technographics segments; Mobile Technographics Profiles; and consumer attitudes about shopping, travel, financial services, etc.
For more information, go to: www.forrester.com/Groundswell/profile_tool.html

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Social Technographics Defined 2010

by Josh Bernoff on Jul 27, 2010

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