Explain Forrester's engagement ladder

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Explain Forrester's engagement ladder

  1. 1. Brian NgWhat is Forrester?An independent research company that provides practical and forward-thinking adviceto global leaders in business and technology which includes consulting, customerinsight, executive programs, peer-to-peer executive programs, and proprietaryresearchForrester’s engagement ladderCreated by Charlene Li with Josh Bernoff, Remy Fiorentino, Sarah GlassAlso known as the Social Technographics LadderThis theory breaks down people’s social computing behaviours into a ladder with sixlevels of participationEach subgroup included description of how the online population use its own socialtechnology through consumer surveysThe goal is to provide companies a coherent approach to build a social strategy byknowing the target audience and finding out the kind of relationship they want tobuild with them according to what they are ready for1. Creators (13%) -> (24%)Make social contentPublish a blog and Webpages, write articles or stores, upload audio or video2. Critics (19%) -> (37%)Provide responds to people’s contentWrite reviews of products or servicesComment on blogsParticipate in online forumsVote on online pollsEdit wikipedia page3. Collectors (15%) -> (20%)Organize contents for themselves or othersUse RSS feedsBookmark Webpages4. Joiners (19%) -> (59%)Interact with people onlineCreate a profile on social networking sites like Facebook, MySpace, or Twitter5. Spectators (33%) -> (70%)Consume social contentsRead blogsWatch other users’ videosListen to podcastsVisit online forumsRead customer ratings and reviews6. Inactives (52%) -> (17%)None of the aboveNeither create nor consume any kind of social content
  2. 2. *These percentages are based on US online adults, and since people tend toparticipate in multiple behaviours so this is why the numbers dont add up to 100%The new social technographics ladder“Conversationalists” has been added to the ladderThey are the people who update social network status through Twitter or Facebook atleast weekly because anything less than this cannot really be considered as aconversationAn interesting fact about Conversationalists is that there are 56% female, which ismore than any other group in the ladderThey are also the youngest group, but 70% are still 30 and overSome personal thoughts on this theoryThe order of the ladder should be able to switch around because not everybody at ahigher level on the ladder does everything on the lower rungsFor example, for a professional, he or she can start off being a creator by makinga blog, but he does not have to be a joiner who is active on social networkingsitesFor the newest category, the description is not as precise as the originalbehaviours because it overlaps with some of the existing subgroupsIsn’t someone update a facebook status is already considered to be a critic becausehe or she is commenting someone’s content, or he or she can be viewed as a joinerby talking back and forth with the person that create the status, or he or she canbe seen as a spectator because he or she is reading the status

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