3. groundswell.forrester.com

8. This is your company . . .

9. . . . these are your customers in the groundswell

10. This is you and your customers in the groundswell

11. Social Technographics classifies people according to how they use social technologies. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

12. Creators make the social content consumed by others. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

13. Conversationalists voice their opinions to other consumers and businesses using vehicles like SNS and Twitter. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

14. Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

15. Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

16. Joiners connect in social networks like Twitter and Facebook Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

17. Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder

18. The Social Technographics Ladder Inactives neither create nor consumer social content of any kind Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly.

19. Taken together, these groups make up the ecosystem that forms the groundswell. By understanding where your customers fall within the ladder you can determine which sorts of strategies make sense to reach those customers. Groups include people participating in at least one of the activities monthly except Conversationalists who participate in at least one of the included activities at least weekly. The Social Technographics Ladder 24 percent 33 percent 37 percent 20 percent 59 percent 70 percent 17 percent

21. The four-step approach to the groundswell People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T

22. Key roles and their groundswell objectives Development Support Sales Marketing Research Groundswell objectives Roles Listening Talking Energizing Supporting Embracing

24. What’s a blog???