Groundswell

Chapter 3The Social Technographics

Profile     

ChadX2andJack

A.F.O.L.Adult Fans Of Legos

• LUGNET- Lego User Group Network     

o  Eric Kingsley o Joe Comeauo Linda Nee

Lugnet

The Social Technographics Profile

-Creators-Critics-Collectors-Joiners-Spectators-Inactives

Social Technographics Profile

Targeting Alpha Moms

Alpha moms are comfortable with technology, interested in parenting, and have above average incomes.• Optimistic attitude toward technology• Family motivated• Household income of at least $55,000• Some college education

The Global Power of Social Technographics Profiles

• People do not use the same social networks around the world.

• The fundamental emotions that drive people to the Groundswell-- the desire to connect, to create, to stay in touch, and to help each other are universal

 

Why Do People Participate in the Groundswell?    • Keeping up with friendships• Making new friends• Succumbing to social pressure from existing

friends• Paying it forward• The altruistic impulse• The creative impulse• The validation impulse• The affinity impulse