Comments on: The new social technographics ladder

By: Planner Reads » Blog Archive » Understand customers’ social behaviours

Planner Reads » Blog Archive » Understand customers’ social behaviours — Tue, 02 Feb 2010 17:56:49 +0000

[...] on from my last post about Forrester’s new social technographics ladder, Charlene Li and Jeremiah Owyang have put together this great deck about understanding your [...]

By: A mildly popular blog’s stats laid bare / we are social

A mildly popular blog’s stats laid bare / we are social — Wed, 27 Jan 2010 16:36:05 +0000

[...] and are major factors in the distribution of content. Forrester made this idea famous with their Social Technographics Ladder, and PostRank have put measuring this sort of engagement into practice with their PostRank [...]

By: Twitter Weekly Updates for 2010-01-24 | aldissandmore - a technology and digital meme curation blog from Tim Aldiss

Mon, 25 Jan 2010 05:03:41 +0000

[...] @qubemedia: RT: @wearesocial: The new social technographics ladder http://wearesocial.net/blog/2010/01/social-technographics-ladder/ [...]

By: Understand customers’ social behaviours / we are social

Understand customers’ social behaviours / we are social — Sun, 24 Jan 2010 17:07:01 +0000

[...] on from my last post about Forrester’s new social technographics ladder, Charlene Li and Jeremiah Owyang have put together this great deck about understanding your [...]

By: checkingthetable.com

checkingthetable.com — Fri, 22 Jan 2010 14:36:40 +0000

Yet another dimension to hierarchical/on-line/behavioural/technology dependent segmentation. Will wonders never cease I'm yet to use frameworks like this in any capacity but I like the idea of tying it up with primary research like you say Phil. That sounds very appealing – are you in any position to elaborate?

By: checkingthetable

checkingthetable — Fri, 22 Jan 2010 09:36:40 +0000

By: Phil_Adams

Phil_Adams — Wed, 20 Jan 2010 17:49:36 +0000

Hi Dom

The broad demographic brushstrokes provided by the Technographics profiling tool on the Groundswell blog, plus the regularly updated profile information that is available to Forrester subscribers, are useful as far as they go.

But allying the Forrester model to primary research amongst specific audiences can be really powerful.

A lot of digital campaigns are underpinned by wishful thinking - "it would be great to do an iPhone app", "let's do a UGC campaign on Facebook".

Bespoke Technographics profiles based on primary data replace wishful thinking with something closer to the truth in terms of how your clients' audiences do or don't engage with (or in) various channels, technologies or behaviours.

So yes, when used like that, the model can be highly influential.

Hope this helps.

By: Dom

Dom — Wed, 20 Jan 2010 16:29:56 +0000

Hi Phil,
I'm really interested in how well the Technographics models works for your planning within social activity. Would you say they strongly influence your decisions, are part of the mix or are a safety blanket to validate traditional thinking? I sometimes feel these models can be over thought so interested so see what other folks think.
Cheers,
@domsparkes / www.tempero.co.uk

By: Phil_Adams

Phil_Adams — Wed, 20 Jan 2010 09:41:24 +0000

As frequent users of the Technographics model for comms planning, this was big news for our agency. The new behaviour category could actually make the model less easy to use because its description is less precise than the existing behaviours and because it overlaps with existing behaviours too.

Hope you don't mind me posting a link to a fuller discussion of these points - http://blonde.net/blog/2010/01/20/first-thought...

By: Being Blonde » Blog Archive » First thoughts on Forrester’s “Conversationalists”

Wed, 20 Jan 2010 09:30:02 +0000

[...] Some of the initial commentary has focussed on the positioning of this new behaviour category on the ladder, contending that its relative importance is currently being overstated. (Check out some of the comments on this post on the We Are Social site). [...]