Saturday, April 05, 2008

Social Technographics

Charlene Li and Josh Bernoff have written a new book on Web 2.0 entitled "Groundswell: Winning in a World Transformed by Social Technologies", which only yesterday began to ship from Amazon. Both are analysts at Forrester. marketmambo will have more to say on the book next week.

In the book, the authors establish a taxonomy of consumer participation with social technologies, ranging from the Inactives to the Creators of the content. Instead of outlining the six segments, we've simply embeded below 11 slides from the authors which provide a concise summary.

The value of this model is partly in its simplicity. But for the purposes of this post, the greater value comes from the authors' research with Forrester, who not only provides incidence figures, it also allows visitors to their site to generate incidence figures for a variety of demographic profiles. If you have any interest in the adoption of Web 2.0 technologies by consumers, we encourage you to click through the slides and try for yourself the Forrester Profile Tool.

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