Transcript The Social Technographics ™ Ladder Creators

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Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Social Technographics™ Defined
Josh Bernoff, co-author of Groundswell
The Social Technographics™ Ladder
Social Technographics
classifies people according to
how they use social
technologies.
Creators
Critics
Forrester can quantify the
number of online consumers
within these groups using our
consumer surveys.
Collectors
Joiners
Spectators
Inactives
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Entire contents © 2008 Forrester Research, Inc. All rights reserved.
The Social Technographics ™ Ladder
Creators make social content
go. They write blogs or upload
video, music, or text.
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Creators
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Groups include people participating in at least
one of the activities monthly.
The Social Technographics ™ Ladder
Creators
Critics respond to content from
others. They post reviews,
comment on blogs, participate in
forums, and edit wiki articles.
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Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Critics
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Groups include people participating in at least
one of the activities monthly.
The Social Technographics ™ Ladder
Creators
Critics
Collectors organize content for
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
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Collectors
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Groups include people participating in at least
one of the activities monthly.
The Social Technographics ™ Ladder
Creators
Critics
Collectors
Joiners connect in social
networks like MySpace and
Facebook
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Joiners
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Groups include people participating in at least
one of the activities monthly.
The Social Technographics ™ Ladder
Creators
Critics
Collectors
Joiners
Spectators consumer social
content including blogs, usergenerated video, podcasts,
forums, or reviews
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Spectators
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
Groups include people participating in at least
one of the activities monthly.
The Social Technographics ™ Ladder
Creators
Critics
Collectors
Joiners
Spectators
Inactives neither create nor
consumer social content of any
Inactives
kind
9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
Groups include people participating in at least
one of the activities monthly.
The Social Technographics ™ Ladder
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.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
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Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
Groups include people participating in at least
one of the activities monthly.
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groundswell.forrester.com
Entire contents © 2008 Forrester Research, Inc. All rights reserved.