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For B2C Marketing Professionals

Social Technographics®

Mapping Participation In Activities Forms The Foundation Of A Social Strategy

April 19, 2007


  • By Charlene Li
  • with Josh Bernoff,
  • Sarah Glass,
  • Remy Fiorentino

Why Read This Report

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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Table of Contents

  • User Participation Defines Social Technographics
  • Understand Your Social Technographics Profile

  • Start With A Participation Vision
  • Supplemental Material
  • Related Research Documents