Charlene Li of Forrester gave an insightful presentation on emerging social strategies at PARC December 6th.
"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."
Here are some highlights:
Coherent social strategies - POST Method:
P = people; who is using the technology
O= objective; why are you doing this; are your customers using these social technologies
S= strategies; short and long term
T= technolgy; once P, O, and S are covered can you pick the technologies
Social Technographics:
Ladder of participation
At the bottom of the ladder are a group of people called 'inactives' - they're not present, their social peers are not present on social media
The level above are 'spectators'; they're reading blogs and watching podcasts but not content creators
Next level are the 'joiners'
Next are 'collectors' - they organize the content through del.ic.ious tags, RSS feeds
Next are 'critics' - Wikipedia edtors, blog commenters
At the top are 'creators' - they write the blogs, create the videos on YouTube
Individuals can be engaged in social technologies for some domains or topic areas and not in others - creators in some, inactive in others.
Generational Differences:
Generation Y and Youth are extremely engaged in social media
Older boomers, 51-61 year olds - 39% are active as spectators
Older boomers aren't as active as at the higher levels probably because their social peer group aren't participating in social media online
More details plus charts and graphics on her analysis are available on Charlene's blog as well.
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