Kevin Daoust (dot) Com

Disclaimer - I’m posting this as an FYI for arts and culture groups who may be looking for new strategies in online marketing. I have not read the report, though everything I have read about it tells me that the information is concise and useful in planning various marketing and PR strategies around Web 2.0 technologies.

I came across an interesting post on the Micro Persuasion blog called The Participation Ladder and Its Impact on Marketing and PR. The article discussed a a new report from Forrester on Social Technographics (which was discussed on its blog in Forrester’s new Social Technographics report.

Social Technographics looks at how consumers use new Web technologies. It outlines six categories of users and how they engage these new Technologies. Here is 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. Brands, Web sites, and any other company pursuing social technologies should analyze their customers’ Social Technographics first, and then create a social strategy based on that profile.

Seeing that social networking, blogging, etc. is now a norm in today’s society, any resource that helps focus marketing strategies and increase relationships with your audience with these means can be useful.

You can purchase and download the report here.

This entry was posted on Monday, April 30th, 2007 at 12:46 pm and is filed under Technology, Internet, Blogging, Podcasting, New Media, Other blogs, Marketing and promotion, How to's, Social networking. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.