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Brian Ng

What is Forrester?

An independent research company that provides practical and forward-thinking advice
to global leaders in business and technology which includes consulting, customer
insight, executive programs, peer-to-peer executive programs, and proprietary
research

Forrester’s engagement ladder

Created by Charlene Li with Josh Bernoff, Remy Fiorentino, Sarah Glass
Also known as the Social Technographics Ladder
This theory breaks down people’s social computing behaviours into a ladder with six
levels of participation
Each subgroup included description of how the online population use its own social
technology through consumer surveys
The goal is to provide companies a coherent approach to build a social strategy by
knowing the target audience and finding out the kind of relationship they want to
build with them according to what they are ready for

1. Creators (13%) -> (24%)

Make social content
Publish a blog and Webpages, write articles or stores, upload audio or video

2. Critics (19%) -> (37%)

Provide responds to people’s content
Write reviews of products or services
Comment on blogs
Participate in online forums
Vote on online polls
Edit wikipedia page

3. Collectors (15%) -> (20%)

Organize contents for themselves or others
Use RSS feeds
Bookmark Webpages

4. Joiners (19%) -> (59%)

Interact with people online
Create a profile on social networking sites like Facebook, MySpace, or Twitter

5. Spectators (33%) -> (70%)

Consume social contents
Read blogs
Watch other users’ videos
Listen to podcasts
Visit online forums
Read customer ratings and reviews

6. Inactives (52%) -> (17%)

None of the above
Neither create nor consume any kind of social content
*These percentages are based on US online adults, and since people tend to
participate in multiple behaviours so this is why the numbers don't add up to 100%

The new social technographics ladder

“Conversationalists” has been added to the ladder
They are the people who update social network status through Twitter or Facebook at
least weekly because anything less than this cannot really be considered as a
conversation
An interesting fact about Conversationalists is that there are 56% female, which is
more than any other group in the ladder
They are also the youngest group, but 70% are still 30 and over

Some personal thoughts on this theory

The order of the ladder should be able to switch around because not everybody at a
higher level on the ladder does everything on the lower rungs
For example, for a professional, he or she can start off being a creator by making
a blog, but he does not have to be a joiner who is active on social networking
sites
For the newest category, the description is not as precise as the original
behaviours because it overlaps with some of the existing subgroups
Isn’t someone update a facebook status is already considered to be a critic because
he or she is commenting someone’s content, or he or she can be viewed as a joiner
by talking back and forth with the person that create the status, or he or she can
be seen as a spectator because he or she is reading the status

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Explain Forrester's engagement ladder

  • 1. Brian Ng What is Forrester? An independent research company that provides practical and forward-thinking advice to global leaders in business and technology which includes consulting, customer insight, executive programs, peer-to-peer executive programs, and proprietary research Forrester’s engagement ladder Created by Charlene Li with Josh Bernoff, Remy Fiorentino, Sarah Glass Also known as the Social Technographics Ladder This theory breaks down people’s social computing behaviours into a ladder with six levels of participation Each subgroup included description of how the online population use its own social technology through consumer surveys The goal is to provide companies a coherent approach to build a social strategy by knowing the target audience and finding out the kind of relationship they want to build with them according to what they are ready for 1. Creators (13%) -> (24%) Make social content Publish a blog and Webpages, write articles or stores, upload audio or video 2. Critics (19%) -> (37%) Provide responds to people’s content Write reviews of products or services Comment on blogs Participate in online forums Vote on online polls Edit wikipedia page 3. Collectors (15%) -> (20%) Organize contents for themselves or others Use RSS feeds Bookmark Webpages 4. Joiners (19%) -> (59%) Interact with people online Create a profile on social networking sites like Facebook, MySpace, or Twitter 5. Spectators (33%) -> (70%) Consume social contents Read blogs Watch other users’ videos Listen to podcasts Visit online forums Read customer ratings and reviews 6. Inactives (52%) -> (17%) None of the above Neither create nor consume any kind of social content
  • 2. *These percentages are based on US online adults, and since people tend to participate in multiple behaviours so this is why the numbers don't add up to 100% The new social technographics ladder “Conversationalists” has been added to the ladder They are the people who update social network status through Twitter or Facebook at least weekly because anything less than this cannot really be considered as a conversation An interesting fact about Conversationalists is that there are 56% female, which is more than any other group in the ladder They are also the youngest group, but 70% are still 30 and over Some personal thoughts on this theory The order of the ladder should be able to switch around because not everybody at a higher level on the ladder does everything on the lower rungs For example, for a professional, he or she can start off being a creator by making a blog, but he does not have to be a joiner who is active on social networking sites For the newest category, the description is not as precise as the original behaviours because it overlaps with some of the existing subgroups Isn’t someone update a facebook status is already considered to be a critic because he or she is commenting someone’s content, or he or she can be viewed as a joiner by talking back and forth with the person that create the status, or he or she can be seen as a spectator because he or she is reading the status