Dienstag, April 24, 2007

Forrester’s Social Technographics Report

Charlene Li announced on her blog a new Forrester study on

Social Technographics
Mapping Participation In Activities Forms The Foundation Of A Social Strategy
by Charlene Li and Josh Bernoff, Remy Fiorentino, Sarah Glass

From 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 ..."

Climbing the Social Software Ladder

Basis: US Adult Online Consumer

Source: Forrester's NACTAS Q4 2006

via Marianne Richmond on the Resonance Partnership Blog

Volkmar Breindl, geht auf dealicious detailierter auf die Studie ein