I’m wrapping up my report on “How companies should organize for social media” in a few weeks, and collaborating on a report with Zach Hofer-Shall (a digital device aficionado) on a “Comprehensive community checklist” and am going to start work on a research report exploring the social behaviors of Generation X, and how brands are reaching them using social media. (see my body of research) I’m probably the youngest of the Gen X generation (people define the age groups differently, but the behavioral traits and beliefs are perhaps the most telling) and we’ve a unique way of growing up with Transformers, GIJoe, My Little Pony, Reading Rainbow, Regan’s Just Say No, and of course Michael Jackson (when he was black). … Continue readingSeeking Case Studies of How Brands Reach Gen X Using Social Media
You’ve heard of demographics (who people are) and psychographics (what they care about) but now, you must be aware of technographics (how people use technologies) Forrester is known for it’s success with our consumer social technographics, how buyers use social media in their lives. Just this Monday, we released information on the B2B side, technology buyers and folks often within the enterprise lead by Oliver Young, and Laura Ramos (read their take) I’m going to quote Josh who notes the following from the data: Some highlights from this research (start by looking at the right two columns): 91% of these technology decision-makers were Spectators — the highest number I’ve ever seen in a Social Technographics Profile. This means you can … Continue readingData: B2B Buyers and Technology Decision Makers use Social Technologies
Despite’s Wired’s opinion piece that blogging is waning (they cite no data), perhaps some of the most important data for this year is this recently released Social Technographic Data from colleague Josh Bernoff showing an increase in adoption in United States of Social Technographics from 2007-2008. He points out that inactives (people that cannot be reached through social technologies) has reduced from 44% to 25%. This means that three fourths of the US online users is touched by social technologies. Also note that more people who consume this content has increased from 48% to 69%. Do note that to be accurate in your marketing, like you have specific personas for your marketing efforts, you’ll need the same technographic profiles for … Continue reading2007 to 2008 Social Technographic Data Indicates Increase In Adoption
I had a great time on Mario Armstrong’s Digital Spin Radio (NPR Affiliate) which was joined by KickApp’s Michael Chin (who has a cool accent). He saw my post on Social Marketing from Democrats and Republicans, which kick started this conversation. Also, McCain has launched a new social network, using KickApps, which has caused a flurry of online discussions And yeah, they had to patch me onto the show, they must have had me on mute –insert joke below in comments, I need a bit of humility once in a while.
Above: The Social Technographics of Voters, read Josh Bernoff’s Analysis which further segments the behaviors of McCain vs Obama supportersa In this post, I’m going to make some observations from my network, but my only caveat is, this is not representative of the whole tech industry. First, we should ask some questions about what I’m seeing: Does the Social Media Space tend to skew Democratic? I’ve noticed for some time that the web industry tends to skew very liberal and democratic, you certainly see elements of this within Digg, for example, I did an advanced query of dugg (voted) stories that got on the front page, (title only) and McCain has 42 pages (many stories are negative), and “Obama” has … Continue readingSocial Marketing from Democrats and Republicans
I’m here in SF at the F8 developer conference sponsored by Facebook. While the primary thrust of F8 Facebook announcements was for developers, I mentally translate what this means for web strategists at brands at Fortune 5000s. One key announcement is Facebook Connect which allows for authentication on 3rd party websites. Then users can visit third party sites, login with their Facebook ID, connect with their friends and update their Facebook newspage –all without visiting Facebook.com [Facebook Connect will allow corporate websites to allow users to authenticate, interact, and share with their Facebook network –all without leaving the corporate website] Essentially, the Facebook experience extends further into the web –beyond their walled garden. Facebook Connect allows users to authenticate using … Continue readingWhat ‘Facebook Connect’ Means for Corporate Websites
(Part 1 in a 3 part series) Although it’s Sunday, I’m up early reviewing the data that Andres R, (one of our consultants) and I will be presenting to a client. It’s my first official project that I’m delivering and it’s a real learning experience. I’ve been in heaven lately, swimming in lots of social media data from our massive surveys we deploy, and in this case, we ‘cut’ data from the database to help a client understand the Technographics of the people they are trying to reach. Being new to this process at Forrester, the research is similar to user experience research I used to conduct. We conducted stakeholder interviews to understand the business goals and drivers, worked with … Continue readingUp Close and Personal with Technographic Data
I wish I had this data when I was launching social media at Hitachi, sadly, I focused on tools first, rather than first focusing on how people used technology. Forrester has a lot of data, I learned in new hire training that we deploy the most surveys second to the US Census. On it’s own, data doesn’t mean anything, so we have made the information (when it comes to social media adoption) easier to understand using technographics. Colleagues Josh and Charlene are sharing Forrester Research survey data on the Groundswell site. You can now find out the Technographic data by different major countries, segment by age, and gender using a flash engine –at no cost. How to access Forrester Technographic … Continue readingYou can now access Forrester Technographic Data