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
Source: http://feeds.feedburner.com
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