6. The Social Technographics ® 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 else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” 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, “The Growth Of Social Technology Adoption” Forrester report
8. Even older adults participate Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
9. Social networks are strongest with youth Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
10. The vast majority does a lot of watching Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
34. Understand your target’s 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 else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” 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, “Social Brand Strategy” 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 Golfsmith’s 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/)