4. What is Interactive Marketing
“Interactive Marketing refers to the evolving trend in
marketing whereby marketing has moved from a transaction-
based effort to a conversation”
John Deighton at Harvard,
6. Why do they exist?
Revenue generation from online advertising
• US first quarter spending U$ 5.5 billion (IAB)
• Google earned U$ 5.5 billion during the same
period
• Facebook expected to earn U$ 550 million in '09
(Silicon Alley Insider)
• Second Life forecast U$ 100 million 2009
• Global market forecast U$ 65 billion in 2010
9. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators make social content Creators Upload video you created
go. They write blogs or upload Upload audio/music you created
Write articles or stories and post them
video, music, or text.
Groups include people participating in at least
one of the activities monthly.
10. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Critics respond to content from
Post ratings/reviews of products/services
others. They post reviews, Comment on someone else’s blog
Critics
comment on blogs, participate in Contribute to online forums
Contribute to/edit articles in a wiki
forums, and edit wiki articles.
Groups include people participating in at least
one of the activities monthly.
11. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators 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
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Collectors organize content for
themselves or others using RSS Use RSS feeds
Collectors Add “tags” to Web pages or photos
feeds, tags, and voting sites like “Vote” for Web sites online
Digg.com
Groups include people participating in at least
one of the activities monthly.
12. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators 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
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Joiners connect in social net-
Maintain profile on a social networking site
works like MySpace and Face- Joiners Visit social networking sites
book
Groups include people participating in at least
one of the activities monthly.
13. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators 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
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners Visit social networking sites
Spectators consumer social Read blogs
content including blogs, user- Watch video from other users
Listen to podcasts
Spectators
generated video, podcasts, for- Read online forums
Read customer ratings/reviews
ums, or reviews
Groups include people participating in at least
one of the activities monthly.
14. The Social Technographics ™ Ladder
Publish a blog
Publish your own Web pages
Creators 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
Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives neither create nor
consumer social content of any Inactives None of the above
kind
Groups include people participating in at least
one of the activities monthly.
