For Interactive Marketing Professionals

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	January 15, 2010 Introducing The New Social Technographics® How Conversationalists Change The Marketing Landscape by Josh Bernoff with Emily Riley, Cynthia N. Pflaum, Thomas Cummings, Angie Polanco, Jennifer Wise	Average: 9  (4 ratings)

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Executive Summary

Social technologies have arrived big time. Facebook and Twitter are on the vanguard of much of the most active online social activity. When we created the Social Technographics® ladder of behaviors, we anticipated most categories of social behavior that continue today with one exception: the rapid conversations that take place in tweets and Facebook status updates. To reflect the new behavior, we've added a rung to the Social Technographics ladder: Conversationalists, a group that starts out with 33% of the online population (compared with 70% who consume social content and 59% who use social networks). Marketers should still analyze the behaviors of their target audiences, but now analyzing markets by segment has become more important.

TABLE OF CONTENTS

• The Rise Of The Conversationalists
• Using The New Social Technographics To Analyze A Market Strategy

RECOMMENDATIONS

• Social Saturation Suggests A Segmented Strategy
• Supplemental Material
• Related Research Documents

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