Groundswell. Groundswell (Incorporating Charlene Li's Blog): Social Data. By Josh Bernoff Charlene's April post about the Social Technographics ladder got picked up by hundreds of bloggers -- no surprise since it's some of the only hard data out there about how different people participate in social technologies. Now it's time to show how that data can be put to use. In the previous post I talked about the POST method of social strategy, the first step of which is PEOPLE.
You can't undertake as strategy until you know the behaviors of your audience. But how do you analyze those behaviors? At Forrester we solved this problem with a survey that asked not just about social behaviors but about many, many other behaviors of consumers. For example, have a look at these two graphics, which are the Social Technographics Profiles of people who travel. What can you learn from these? Business travelers are different.
What should you actually do? If you find this interesting you should know: I think data like this is fascinating. Groundswell (Incorporating Charlene Li's Blog): The POST Me. By Josh Bernoff What do most companies do wrong when they enter the social world? No, it's not that they're being fake, or don't "get it. " It's that they don't really know their objectives. Is your company doing its social strategy backwards? If you started by saying "we should do a blog" or "we should create a page on a social network" or "we should create a community" the answer is probably yes. In any other business endeavor we start by figuring out what we want to accomplish. To help clients with this fundamental idea, we invented a little acronym called POST. P is People. O is objectives. S is Strategy.
T is Technology. This may sound simple to the sophisticated readers of this blog. Or, feel free to ask us for help. it's what we do. Groundswell (Incorporating Charlene Li's Blog): Forrester’s. By Charlene Li We just released a new report that Josh and I wrote, titled "Social Technographics". Here's the executive summary: Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But 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. Forrester categorizes social computing behaviors into a ladder with six levels of participation; we use the term "Social Technographics" to describe analyzing a population according to its participation in these levels.
At the heart of Social Technographics is consumer data that looks at how consumers approach social technologies – not just the adoption of individual technologies. The value of Social Technographics comes when it's used by companies to create their social strategies. Add to del.icio.us.