Transcript Slide 1
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
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April 2007, Trends
“Social Technographics ® ” Adult Social Computing Users Represent An Attractive Group
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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
www.forrester.com
blogs.forrester.com/charleneli 19 Entire contents © 2007 Forrester Research, Inc. All rights reserved.