Teleconference

Social Technographics

Charlene Li

Vice President and Principal Analyst Forrester Research

April 24, 2007. Call in at 12:55 p.m. Eastern time

Theme

Social strategies start with an understanding of your audience’s Social Technographics ® profile.

2 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Agenda

• What is Social Technographics?

• What are the Social Technographics of different demographics, sites, and brands?

• How can Social Technographics be used to create a coherent Social Computing strategy? 3 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

February 2006, Forrester Big Idea

“Social Computing” Definition Of Social Computing

►

Social Computing

is a social structure in which technology puts power in communities, not institutions.

© 2007, Forrester Research, Inc. Reproduction Prohibited

April 2007, Trends

“Social Technographics ® ” Adults Are Engaging In More Social Activities Online

© 2007, Forrester Research, Inc. Reproduction Prohibited

April 2007, Trends

“Social Technographics ® ” While Youths Have Made It A Lifestyle

41% of all youths visit a social networking site

daily

© 2007, Forrester Research, Inc. Reproduction Prohibited

But where should companies begin?

• Companies don’t know how their customers use social technologies.

• Inexperience with what works, when, and why.

• Just when you’ve mastered these technologies, something new comes along.

7 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Introducing Social Technographics

• Extends Technographics — how consumers

approach

technology, not just which ones they use.

• Technology adoption is grouped to reflect increasing levels of participation.

» Writing a blog requires more participation than reading one.

• Consumers can have different levels of participation.

» This is not a segmentation.

8 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

April 2007, Trends

“Social Technographics ® ” Social Technographics Groups Consumers By Activity In The Participation Ladder

© 2007, Forrester Research, Inc. Reproduction Prohibited

April 2007, Trends

“Social Technographics ® ” Adult Social Computing Users Represent An Attractive Group

© 2007, Forrester Research, Inc. Reproduction Prohibited

Age is also a major driver of adoption . . .

Percent of each generation in each Social Technographics category

Creators Critic Collectors Joiners Spectators Inactives Youth (12-17) 34% 24% 11% 51% 49% 34% Youth (18-21) 37% 37% 16% 70% 59% 17% Gen Y (18-26) 30% 34% 18% 57% 54% 21% Gen X (27-40) 19% Younger Boomers (41-50) 12% Older Boomer (51-61) 7% Seniors (62+) 5% 25% 16% 18% 15% 15% 16% 11% 11% 29% 41% 42% 15% 31% 54% 8% 26% 61% 6% 19% 70%

11 Base: US online consumers Source: Forrester’s NACTAS Q4 2006 North American Devices And Access Online Survey and Forrester’s NACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey Entire contents © 2007 Forrester Research, Inc. All rights reserved.

. . . But don’t count out those Seniors!

12 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Different motivations result in different profiles

Entertainment motivated Career motivated   18%   19% 24% 27%   14%    21% 17%  36% 42% 43%  Creators Critics Collectors Joiners Spectators  Inactives % of all online adults in each segment Family motivated 11%   59% 13 Base: Consumers within each motivation segment Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Sites also have different profiles

MySpace     30%  41% 44% 70% 87% Creators Critics Collectors 4%  Joiners YouTube 4%      33% 30% 41% 45%  90% Wikipedia 14     25% 20% 31% 32%  40%  63% Base: Consumers who use this site at least monthly Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey Entire contents © 2007 Forrester Research, Inc. All rights reserved. Spectators Inactives  % of all online adults in each segment

Successful services will encourage participation

15 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Brand users can also have different profiles

Dell HP  19%  14%  19%   14%  19% 17%  21%  35%  54% Creators Critics Collectors Joiners Spectators Inactives  % of all online adults Apple     21% 25% 24% 26%  34%  55% 16 Base: US adult online consumers who own each brand of PC Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey Entire contents © 2007 Forrester Research, Inc. All rights reserved.

How to use Social Technographics to create a Social Computing strategy

1.

2.

Understand the Social Technographics profile of your target audience.

Map out how users will participate — both today and in the future.

3.

Create multiple participation points.

4.

Find lightweight ways for first-time Creators to contribute.

5.

Make it easy for Spectators to find user-generated content.

17 6.

Prepare your organization for participation — and criticism.

Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Summary

• Social strategies start with an understanding of your audience’s Social Technographics profile.

• Map out how relationships with your audience will change over time and implement technologies accordingly.

• Prepare your organization for greater levels of participation, engagement, and discourse.

18 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Thank you

Charlene Li +1 650.581.3833

[email protected]

www.forrester.com

blogs.forrester.com/charleneli 19 Entire contents © 2007 Forrester Research, Inc. All rights reserved.