Important Insight: BT Buyers’ Social Media Behavior Continues To Evolve

Last week Forrester published a further report in my name (Peter O'Neill here) based on some great insightful work done by my illustrious researcher colleague Zachary Reiss-Davis. We had discussed this type of analysis the last time I was in our San Francisco office the other month but he did all the work.  Our Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers marked the third year we've conducted this survey, so it is interesting to observe some trends over that period of time by looking at the Social Technographics® ladder profile in more detail.  Interesting conclusions we could make from our drill-down include:

  • Many Creator* behaviors are not engagement after all (see below), they are broadcasting opinions
  • Critic* behaviors are often collaborative – and this demonstrates the biggest growth
  • Collector* behaviors are actually somewhat misleading – they are not really “collecting”
  • While the high Spectator* numbers might imply that most people are just browsing, that is wrong
  • Joiners* and Conversationalists* behavior is tailing off as decision makers fail to see the value
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