I attended a luncheon today sponsored by the Internet Strategy Forum. The invited guest was Forrester‘s Josh Bernoff. Josh’s topic was “Winning in a world transformed by social media.” He cautioned the audience to not focus on technologies, but rather relationships and the prevailing deeper social trends creating the “groundswell.” Bernoff describes the groundswell as a “social trend in which people use technologies to get the things they need from each other rather than from traditional institutions.”
His presentation was chock full of popular social media/community examples, many of which I’d seen before, but always interesting to see in aggregate. He also outlined how to approach the exercise in leveraging the groundswell with tips on setting objectives, understanding roles, measuring success with metrics, building a business case, etc. The high point of the presentation for me was his discussion related to what Forrester calls, “Social Technographics.” It’s basically a graphic representation of where customers are on the social media activity ladder. Additionally, Forrester claims to have analytical data that will profile your target customers’ social computing patterns by age, country, and gender (that map to the activity ladder). Check out the profile tool. Would be interested to know how they built this tool, but have to admit, it’s kinda fun.
Slides explaining the Social Technographics ladder: