Forrester's Social Technographics
Wednesday, January 20, 2010
Yesterday Forrester Research released a new update to their Social Technographics model. Based on a survey of web users, they describe the level of participation across a range of common online behaviors. This is intended to serve as a base and framework for comparing unique brand communities or audiences to the general population.
These are not mutually exclusive behaviors. And contrary to the ladder metaphor that Forrester prefers, there is not necessarily a hierarchy to the behaviors, e.g. you do not necessarily have to be a Collector before you become a Critic.
The big addition this year is "Conversationalists": people who regularly post status updates to places like Facebook and Twitter.
I've created this re-design of their findings which hopefully makes the findings a little bit clearer, and also compares 2009 to previous findings from 2008 and 2007. As you can see the largest increase is within Joiners, people who have created profiles for themselves on various social network sites.
Click image for hi-resolution version
These are not mutually exclusive behaviors. And contrary to the ladder metaphor that Forrester prefers, there is not necessarily a hierarchy to the behaviors, e.g. you do not necessarily have to be a Collector before you become a Critic.
The big addition this year is "Conversationalists": people who regularly post status updates to places like Facebook and Twitter.
I've created this re-design of their findings which hopefully makes the findings a little bit clearer, and also compares 2009 to previous findings from 2008 and 2007. As you can see the largest increase is within Joiners, people who have created profiles for themselves on various social network sites.
3 Comments:
I read some of Groundswell and really enjoyed it. Having a marketing research background myself I could relate to their take on segmenting online audiences but couldn't help but feel that segmenting people in terms of their behaviours in such a evolving sphere is somewhat frustrating. After all, new technologies stimulate new behaviours and when we have blogs one year, networking another year and micro-blogging the next year...it's going to quite hard to illuminate and categorise participants in the online space for any one period of time.
I agree its fluid and moving but also appreciate having the starting points.
this is fantastic. thanks so much mike.
forrester's addition of conversationalists is really smart. some updaters do put up original content of value, but the level of effort - which is really the basis of each segment - is not on par with those blogging or creating other content
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