Charlene Li and her colleagues at Forrester Research report that companies often approach Social Computing as a list of technologies to be deployed as needed — ie a random assortment of blogs, communities etc— to achieve a marketing goal. Ms Li argues that “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.”

You can use the tool here to get started. www.forrester.com/Groundswell

Features of this profile:

• For an explanation of these groups (Creators, Critics, etc.), see a presentation (8 slides)

• Bars indicate the percentage of the selected demographic that are in each Social Technographics group.

• The white marks indicate the same percentages for the whole population of the country selected.

• The index indicates how the demographic compares to the population — a score of 100 means the demographic is the same as the population average.

• The message “No data available” appears when you request a profile for which our survey samples are not large enough to provide a reliable answer. This occurs for age groups in Japan, Metro China, and South Korea. To see profiles in these countries, set the Age to “Not specified”.

Some really terrific material over here including free case studies, PDF downloads and extracts from the book.

If you’ve read it, please let me know what you think.

Regards,

Ivan

and you can Twitter me @ivanwalsh

Note: Any use of data and charts generated from this site must include the following citation: Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.

No related posts.