Social Technographics classifies people according to how they use social technologies. Forrester can quantify the number of online consumers within these groups using our global Technographics® consumer surveys.

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2. Social Technographics® Defined
Josh Bernoff, Senior VP, Idea Development
Jacqueline Anderson, Consumer Insights Analyst
August 2, 2010
2 © 2010 Forrester Research, Inc. Reproduction Prohibited
2009

3. The Social Technographics Ladder
Social Technographics
classifies people according to
how they use social
technologies.
Forrester can quantify the
number of online consumers
within these groups using our
global Technographics®
consumer surveys.
Groups include people participating in at least
one of the activities monthly except
3 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

4. The Social Technographics Ladder
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
4 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

5. The Social Technographics Ladder
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
5 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

6. The Social Technographics Ladder
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
6 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

7. The Social Technographics Ladder
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
7 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

8. The Social Technographics Ladder
Joiners connect in social
networks like MySpace and
Facebook
Groups include people participating in at least
one of the activities monthly except
8 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

9. The Social Technographics Ladder
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
9 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

10. 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
10 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

11. The Social Technographics Ladder
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
11 © 2010 Forrester Research, Inc. Reproduction Prohibited Conversationalists who participate in at least
one of the included activities at least weekly.

12. Customize Your Social Technographics
 Forrester’s Global Technographics research captures a broad range of consumer
data that allow you to create custom profiles based on attributes such as:
 Demographics. Age, gender, household size, geographic location, education, income,
financial assets, employment status, and marital status.
 Behaviors. Online behaviors, media usage, technology ownership, telecommunications
services, and consumer behaviors in the financial services, marketing, retail, and travel
realms.
 Brands. Investment firms, banking firms, insurance firms, magazines, newspapers, TV set
manufacturers, TV service providers, landline and wireless phone service providers, cell
phone manufacturers, PC manufacturers, other consumer electronics manufacturers, ISPs,
and retailers.
 Media usage. Magazines read, newspapers read, TV channels watched, and media Web
sites visited.
 Attitudes. Technology attitudes; proprietary Technographics segments; Mobile
Technographics Profiles; and consumer attitudes about shopping, travel, financial services,
etc.
For more information, go to: www.forrester.com/Groundswell/profile_tool.html
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