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Forrester Supernova 2008

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Forrester Supernova 2008

  1. 1. The four-step approach to the groundswell P People Assess your customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T 1 Technology Decide which social technologies to use Entire contents © 2008  Forrester Research, Inc. All rights reserved.
  2. 2. The Social Technographics Ladder Publish a blog Publish your own Web pages 18% Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services 25% Critics Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds 12% Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site 25% Joiners Visit social networking sites Profile your Read blogs Watch video from other users customers at groundswell.forrester.com 48% Spectators Listen to podcasts Read online forums Read customer ratings/reviews Base: US online adults Source: Forrester Q2 2007 Inactives None of the above Social Technographics Survey 44% 2 Entire contents © 2008  Forrester Research, Inc. All rights reserved. Groups include people participating in at least one of the activities monthly.
  3. 3. Age is also a major driver of adoption Percent of each generation in each Social Technographics category Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2007 Youth online survey 3 Entire contents © 2008  Forrester Research, Inc. All rights reserved.
  4. 4. The Social Technographics profile of Alpha Moms Index Online adults = 100 18% All adults Creators 11% 57 Alpha Moms 25% Critics 27% 105 12% Collectors 10% 85 25% Joiners 21% 86 48% Spectators 54% 112 44% Inactives 41% 93 Base: US online adults Source: North American Social Technographics® Online Survey, Q2 2007 4 Entire contents © 2008  Forrester Research, Inc. All rights reserved.
  5. 5. Thank you Charlene Li +1 650.581.3833 cli@forrester.com Visit our site at groundswell.forrester.com 5 Entire contents © 2008  Forrester Research, Inc. All rights reserved.

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