April 19, 2007

Social Technographics®

Mapping Participation In Activities Forms The Foundation Of A Social Strategy

by Charlene Li

with Josh Bernoff, Remy Fiorentino, Sarah Glass

Executive Summary (This is a document excerpt)

Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; we use the term Social Technographics® to describe a population according to its participation in these levels. Brands, Web sites, and any other companies pursuing social technologies should analyze their customers' Social Technographics first and then create a social strategy based on this profile.

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