Social Technographics from Forrester
Forrester just released a new report titled “Social Technographics“. Here’s the executive summary:
Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes social computing behaviors into a ladder with six levels of participation; we use the term “Social Technographics” to describe analyzing a population according to its participation in these levels. Brands, Web sites, and any other company pursuing social technologies should analyze their customers’ Social Technographics first, and then create a social strategy based on that profile.
How your customers approach social technologies should drive your thinking about how you use these same technologies. Forrester uses the metaphor of a ladder to show this, another metaphor could be the Capabilities Maturity Model – chaotic at the bottom and an optimized mix a the top.
This is a good read – highly recommended. Here’s the link: http://blogs.forrester.com/charleneli/2007/04/forresters_new_.html
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