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Posted by Nate Elliott on October 1, 2013
We firmly believe that the first step in building a successful social program is to understand your audience’s social behaviors and preferences.
Since 2007, Forrester’s Social Technographics® ladder has helped marketers understand how social their audiences are, and in which social behaviors those audiences engage. But social media adoption has matured, and today the vast majority of online users engage with social tools. For marketers, the question is no longer whether their customers use social media, but rather how best to use social media to interact with those customers.
So we decided it was time to develop a new framework to help marketers analyze people’s evolving social behaviors and benefit from this evolution. Today, Forrester is introducing a new model — called the Social Technographics Score — that:
How can the Social Technographics Score help you plan a successful social strategy? It works in two stages:
So how does this work in practice? Well, here’s the Social Technographics Score for US online adults:
As you can see, US online adults receive an overall score of 29. That means the average online American fits into our ‘Social Snackers’ category — they don’t shy away from social interactions with brands and companies, but neither do they frequently seek out such interactions. Marketers targeting this audience should treat social tools as a secondary, rather than a primary, part of their marketing plan.
And what kind of social strategies should you use when targeting this audience? You can see that US online adults score highest for the explore factor — meaning they’re most likely to seek out social tools when they’re exploring products and considering their purchases. Any social programs specifically designed to help prospects explore (such as putting ratings and reviews on your own web site) would be effective for this audience.
Of course, that’s just the general online population in the US. When we study different audiences, we see large variations in both audiences’ overall scores and how their discover, explore, and engage factors rank. Forrester can provide Social Technographics Scores for hundreds of different audiences in almost two dozen countries around the world — drop us a line [data@forrester.