Social Media Technographics & Socialgraphics from Brian Solis

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Social Media. Technographics &. Socialgraphics from Brian Solis as of May 2011 . RiverCity Productions. 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 ...
Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

From: www.briansolis.com/2010/03/behaviorgraphics-humanize-the-social-web/ In 2007 Charlene Li, then at Forrester Research, now running the Altimeter Group, released a report that introduced us to Social Technographics. Forrester’s research segmented participation behavior on the social web into six categories, visualized through a ladder metaphor with the rungs at the high end of the ladder indicating a greater level of participation. Social Technographics were designed to help businesses engage in social media with a more human approach, catering to individuals where, when, and how they are participating and contributing to the social Web. According to Forrester research… 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. The hierarchy was presented as follows: Creators, those who publish web pages, blogs and other social objects – 13% Critics, individuals who comment on blogs or post ratings and reviews – 19% Collectors, those who use RSS and/or tag Web pages – 15% Joiners, people who are active in social networks – 19% Spectators, content consumers who read blogs, watch user-generated videos, and listen to podcasts – 33% Inactives – 52% RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

2007

Over the years, the Social Technographics ladder evolved, with the numbers growing and shifting as social media grew in prominence among mainstream users. In January 2010, Forrester’s Josh Bernoff released an update to the popular Social Technographics ladder to visualize and categorize the current state of how consumers participate in the social Web. As you can see, behavior shifted upward in droves, in some cases doubling the level of engagement within roles that define social experiences. The definitions have also evolved to better reflect the online activity of today’s socialites.

RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

2010

RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

Creators 2007 – 13% 2010 – 24% Conversationalist 2010 – 30% Critics 2007 – 19% 2010 – 37% Collectors 2007 – 15% 2010 – 20% Joiners 2007 – 19% 2010 – 59% Spectators 2007 – 33% 2010 – 70% Inactives 2007 – 52% 2010 – 17%

This year, Forrester observed notable activity that warranted the creation of a new rung on the Technographics ladder, one that earned a top position just below Creators. According to Forrester, America is increasingly becoming a nation of social chatterboxes. A recent Forrester survey that polled more then 10,000 consumers shows that one in every three online Americans is a “conversationalist” – someone who updates their status in the RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

statusphere (any social network with an update window) at least once per week. Conversationalists represent 33% of today’s online social behavior. The survey identified the people behind the category, with 56% of conversationalists representing the highest concentration of women in any social group. And, 70% of this group were 30 years or older. Again, the goal of Social Technographics was not only to classify individual participation in social media, but also to encourage the design and segmentation of focused marketing, branding, and engagement programs that appeal to these respective groups. Socialgraphics The Altimeter Group believes that in order to effectively form ties that bind with social customers, businesses must genuinely understand the social behaviors of consumers. In January 2010, Charlene Li and company introduced us to Socialgraphics to serve the intelligence necessary to develop a social strategy based on a consumer-defined Engagement Pyramid. By personalizing the messages and the digital conduits between brands and markets, businesses evolve from a carpet bombing campaign that essentially marketed at faceless consumers using mediums that appealed to targeted demographics (characterized by age, income, gender, education, etc.) instead of psychographics (grouped by interest). According to Altimeter, Socialgraphics asks several key questions that allow brands to focus and tailor resources on the very people that comprise each answer. 1. Where are your customers online? 2. What are your customers’ social behaviors online? 3. What social information or people do your customers rely on? 4. What is your customers’ social influence? Who trusts them? 5. How do your customers use social technologies in the context of your products? RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

In order to truly and effectively engage, we need to understand the behavior and categorization of our customer base. As such, Altimeter’s Engagement Pyramid focuses and ranks social behavior… Curating – Heavily involved in online communities such as discussion boards, fan pages, and wikipedia through moderation, contribution, editing, etc. These curators contribute their time, energy, and perspective to improve the foundation for available information on a given subject. Producing - Creates and publishes original content and social objects as a way of expressing expertise, positions, as well as contributing to the ecosystem of information those in the other categories seek to share thoughts and also make decisions. Commenting - Responds to the content created by Producers. Even though they do not actively create and distribute original social objects, their activity is still influential to those around them. Sharing – Individuals who actively update their status on social sites and upload/forward photos, videos, articles, etc. This behavior earns relevance and also demonstrates knowledge and awareness. Watching - Content consumers who are seeking information in order to make decisions or learn from peers, or purely seeking entertainment.

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

Altimeter also maps the Engagement Pyramid to Twitter, as online behavior is unique to the culture and communication that define the Twitterverse. Curating – #hashtag Sharing/Producing – Tweet Sharing – Re-tweet (RT) Commenting – @reply Watching – Read Tweets Behaviorgraphics Technographics and Socialgraphics humanize our markets, allowing us to better understand the activities and behaviors that will allow us to make informed decisions about how and where we communicate and to what extent. This is about engendering responses that are governed by unique touchpoints based on the placement of our customers within the respective pecking order of social participation. Genuine engagement is inspired by the research and data we accumulate as we analyze the social web and the specific activity and people who define our markets and audiences. We are now required to tailor our stories and distribute them specifically in the channels that cater to the technographics and socialgraphics of our customers. In order to truly earn relevance and prominence within our communities, we also need to connect information and objects dictated by the personality traits of those influencers who in turn activate and move markets. If Technographics and Socialgraphics represent the lines of communication from brand to market, Behaviorgraphics serve as the last mile between the medium and the specific person we’re hoping to reach. Social beacons are the influential voices within social networks who act as the information catalysts to those around them. Chris Brogan and Julien Smith refer to this group as Trust RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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Social Media Technographics & Socialgraphics from Brian Solis as of May 2011

Agents others refer to these individuals as tastemakers, influencers, trendsetters, and change agents. In the era of socialized media, we are now able to pinpoint these individuals and also learn, in real-time, what they’re seeking and to whom they’re connected. This is why Digital Anthropology and Sociology play such a pivotal role in the creation of engagement strategies and the content, objects, and channels we use to establish and cultivate relationships within social networks. I spent the last several years observing the cultures, laws, behavior, hierarchy, and communication bridges in many social networks and one thing that I observed, is that influence is not universally bestowed upon or earned by any one type of person. Influence is distributed across segmented personality traits and categorized by the prominence within specific nicheworks linked by interests. Activating social networks and the people within them is an act of communication to form an association. Therefore, we must understand much more than how content attracts varying levels of behavior, but also surface the personality characteristics of the people we’re hoping to establish connections and relationships. In many ways, we become social psychologists and linguists who can speak to individuals in manners that appeal to their demeanor. And, since each of us are also consumers, we find ourselves not in any one group, but at any point in time, we can identify with several traits based on our engagement in varying circumstances.

RiverCity Productions 125, 11215 Jasper Avenue, Edmonton, T5K 0L5 | phone: (780) 695-5675 www.rivercityproductions.ca | www.mediainalberta.ca | www.mediamag.ca

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