In a recent presentation, Jeremiah Owyang, Senior Analyst, Forrester shared key learning for businesses interested in leveraging and enacting a social media business strategy.
Basically, companies have historically viewed social media as strictly technology – not a business or marketing strategy. He suggests that businesses should start with their target audience and determine what kind of relationship they want to have with them.
During the presentation, Jeremy provided the six levels of participation – a segmentation of target audience by behavior known as Social TechnographicsTM. In general, brands, web sites, and any other companies pursuing social technologies should analyze their customers' Social TechnographicsTM first and then create a social strategy based on this profile1.
Six Social TechnographicsTM
Creators – these are individuals that are the true advocates of creating blogs, uploading video or music. Creators are individuals that want to share something they are passionate about.
Critics – these individuals provide reviews, feedback and participate in forums.
Collectors – these individuals organize and tag content, subscribe to RSS feeds and enjoy accessing polling information or other comparable data.
Joiners – these individuals are social network hounds. They enjoy belonging and participating in all types of social networks from MySpace, Facebook and others.
Spectators – these individuals are voyeurs of social media. They typically read, watch and listen.
Inactives – these individuals do not participate on any level with social media. In fact, they are the fastest growing untapped behavior.
Profile your customers' social behaviors by using this tool: Social Technology Tool.
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1Citation/Credit
Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
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Denice MacDonald