© 2010 Forrester Research, Inc. Reproduction Prohibited1

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Social Technographics® Defined

Josh Bernoff, Senior VP, Idea Development

Jacqueline Anderson, Consumer Insights Analyst

August 2, 2010

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Social Technographics classifies people according to how they use social technologies.

Forrester can quantify the number of online consumers within these groups using our global Technographics® consumer surveys.

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Creators make the social content consumed by others. They write blogs or upload video, music, or text.

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Conversationalists voice their opinions to other consumers and businesses using vehicles like SNS and Twitter.

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Joiners connect in social networks like MySpace and Facebook

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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The Social Technographics Ladder

Inactives neither create nor consumer social content of any kind Groups include people participating in at least

one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

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Taken together, these groups make up the ecosystem that forms the groundswell.

By understanding where your customers fall within the ladder you can determine which sorts of strategies make sense to reach those customers.

Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

The Social Technographics Ladder

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Customize Your Social Technographics Forrester’s Global Technographics research captures a broad range of consumer data that allow you to create custom profiles based on attributes such as:

Demographics. Age, gender, household size, geographic location, education, income, financial assets, employment status, and marital status.

Behaviors. Online behaviors, media usage, technology ownership, telecommunications services, and consumer behaviors in the financial services, marketing, retail, and travel realms.

Brands. Investment firms, banking firms, insurance firms, magazines, newspapers, TV set manufacturers, TV service providers, landline and wireless phone service providers, cell phone manufacturers,

PC manufacturers, other consumer electronics manufacturers, ISPs, and retailers.

Media usage. Magazines read, newspapers read, TV channels watched, and media Web sites visited.

Attitudes. Technology attitudes; proprietary Technographics segments; Mobile Technographics Profiles; and consumer attitudes about shopping, travel, financial services, etc.

For more information, go to: www.forrester.com/Groundswell/profile_tool.html

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