Posted by Peter O'Neill on October 18, 2011
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
The last point, which implies that using Twitter may not be so compelling after all for social media BT engagement, is particularly useful for me as an analyst. This week I have yet another an inquiry scheduled with a tech marketer to discuss this question: “I am currently using Twitter but could use some guidance on strategy.” Once again, I will discuss Forrester’s POST concept and recommend that we review the potential audience and their social media preferences before deciding upon which technology to deploy.
As Zack and I say in this report: Focus on your buyer’s objectives and needs, not what tools are sexy today. It is also important to understand which content generators are important in which information channels.
Agree? Disagree? Need more details? As always, I’d love to hear from you on this and other topics.
Always keeping you informed! Peter
* Forrester defines someone as a Creator if they do ONE of the listed activities on a monthly basis. The same with the other categories except for Conversationalist which must be weekly.