6. The Social Technographics Âź ladder Note: Groups include people participating in at least one of the activities monthly Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone elseâs blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add âtagsâ to Web pages or photos â Voteâ for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Creators Critics Collectors Joiners Spectators Inactives
7. Reality: Social media use is growing Source: October 20, 2008, âThe Growth Of Social Technology Adoptionâ Forrester report
8. Even older adults participate Source: October 20, 2008, âThe Growth Of Social Technology Adoptionâ Forrester report
9. Social networks are strongest with youth Source: October 20, 2008, âThe Growth Of Social Technology Adoptionâ Forrester report
10. The vast majority does a lot of watching Source: October 20, 2008, âThe Growth Of Social Technology Adoptionâ Forrester report
20. Those who use one form also use others Source: October 15, 2008, âBrand Matters To Socially Connected Consumersâ Forrester report
21. They most often visit company-generated social media Source: October 15, 2008, âBrand Matters To Socially Connected Consumersâ Forrester report
22. But favorite brand content is the most influential Source: October 15, 2008, âBrand Matters To Socially Connected Consumersâ Forrester report
23. Brand enthusiasts are very social Source: October 15, 2008, âBrand Matters To Socially Connected Consumersâ Forrester report
24. Brand enthusiasts are motivated by work and fun Source: October 15, 2008, âBrand Matters To Socially Connected Consumersâ Forrester report
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27. Weâre past âbuild it and they will comeâ Source: Pepperidge Farm ( http://www.pepperidgefarm.com/)
34. Understand your targetâs behavior Note: Groups include people participating in at least one of the activities monthly Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone elseâs blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add âtagsâ to Web pages or photos â Voteâ for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Creators Critics Collectors Joiners Spectators Inactives
35. Men participate more than women Source: December 17, 2008, âSocial Brand Strategyâ Forrester report
36. Best Buy provides rich information for both men and women. Source: Best Buy (http://www.bestbuy.com/)
46. Feed reviews back into marketing Golfsmithâs use of customer-generated copy in its email newsletter resulted in 55% higher conversion and 54% higher sales per email sent. Source: Golfsmith ( http://www.golfsmith.com/)