Social Technographics™ Defined Josh Bernoff, co-author of Groundswell.
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Social Technographics™ Defined Josh Bernoff, co-author of Groundswell
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Transcript of Social Technographics™ Defined Josh Bernoff, co-author of Groundswell.
Social Technographics™ DefinedJosh Bernoff, co-author of Groundswell
2Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
The Social Technographics™ Ladder
Social Technographics classifies people according to how they use social technologies.
Forrester can quantify the number of online consumers within these groups using our consumer surveys.
3Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
The Social Technographics ™ Ladder
Creators make social content go. They write blogs or upload video, music, or text.
Groups include people participating in at least one of the activities monthly.
4Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
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.
5Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
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.
6Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
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.
7Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
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.
8Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
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.
9Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
The Social Technographics ™ Ladder
Groups include people participating in at least one of the activities monthly.
Taken together, these groups make up the ecosystem that forms the groundswell.
By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.
10Entire contents © 2008 Forrester Research, Inc. All rights reserved. groundswell.forrester.com
