A New Framework for Forrester’s Social Technographics

Forrester announced a new framework for their Social Technographics, called the Social Technographics Score that:

  • Focuses on commercial social behaviors. Many surveys reveal the social behaviors in which audiences engage but make no distinction between peoples’ social interactions with friends and their social interactions with companies. In contrast, the new Social Technographics Score is based on how audiences interact with and talk about companies, brands, and products.
  • Helps marketers choose among social strategies. Most models for evaluating audiences’ social usage tell marketers about their customers’ behaviors but don’t tell marketers what to do in response to those behaviors. In contrast, the new Social Technographics Score measures where in the customer life cycle audiences are most likely to use social tools.

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How can the Social Technographics Score help you plan a successful social strategy? It works in two stages:

  • The overall score tells you whether social is important to your marketing plan. This number — from 0 to 100 — tells you not just how actively your audience uses social tools but also how important those tools are within their customer life cycle and how willingly they engage with brands in social media. If your audience scores high — they fit into the ‘Social Stars’ category — it’s time to make social a centerpiece of your marketing efforts. If your audience scores in the middle range — they fit into the ‘Social Savvies’ or ‘Social Snackers’ categories— social should serve as support tools within your marketing plans. And if your audience scores low — they fit into the ‘Social Skippers’ categories — you should put as few resources into social media as possible.
  • The discover, explore and engage factors tell you where social is important to your plan. Once you’ve decided how heavily social will feature in your marketing plan, you’ll still need to know what types of social interactions your audiences are looking for. If your audience’s discover factor is highest, you have their permission to use social reach strategies; if their explore factor is highest, that’s an invitation to pursue social depth strategies like adding communities and ratings to your site; and if their engage factor is highest, you’re welcome to use social relationship strategies like branded Facebook and Twitter accounts.

We can’t wait to see how Forrester updates Mobile Technographics.

Source: Nate Elliott, Forrester Research