社区用户行为的分析报告 Forrester_2010_Introducing+The+New+Social+Technographics.pdfVIP

January 15, 2010 Introducing The New Social Technographics® by Josh Bernoff for Interactive Marketing Professionals Making Leaders Successful Every Day For Interactive Marketing Professionals Includes data from Consumer Technographics® January 15, 2010 Introducing The New Social Technographics® How conversationalists change The Marketing landscape by Josh Bernoff with Emily riley, cynthia Pflaum, Tom cummings, angie Polanco, and Jennifer Wise Ex EcuTI v E Su MMary Social technologies have arrived big time. Facebook and Twitter are on the vanguard of much of the most active online social activity. When we created the Social Technographics® ladder of behaviors, we anticipated most categories of social behavior that continue today with one exception: the rapid conversations that take place in tweets and Facebook status updates. To reflect the new behavior, we’ve added a rung to the Social Technographics ladder: Conversationalists, a group that starts out with 33% of the online population (compared with 70% who consume social content and 59% who use social networks). Marketers should still analyze the behaviors of their target audiences, but now analyzing markets by segment has become more important. Ta B l E o F c o NTENTS NoTES rESourc ES 2 The Rise Of The Conversationalists This document is based exclusively on conversationalists are an Intriguing Group, Technographics data. Demographically Related Research Documents 6 Using The New Social Technographics To “The State of consumers and Technology: Analyze A Market