1. Groundswell Chapter 3 The Social Technographics Profile ChadX2andJack

2. A.F.O.L. Adult Fans Of Legos LUGNET- Lego User Group Network o Eric Kingsley o Joe Comeau o Linda Nee Lugnet

3. The Social Technographics Profile -Creators -Critics -Collectors -Joiners -Spectators -Inactives

5. Social Technographics Profile

6. Targeting Alpha Moms Alpha moms are comfortable with technology, interested in parenting, and have above average incomes. Optimistic attitude toward technology Family motivated Household income of at least $55,000 Some college education

7. The Global Power of Social Technographics Profiles People do not use the same social networks around the world. The fundamental emotions that drive people to the Groundswell-- the desire to connect, to create, to stay in touch, and to help each other are universal

12. Why Do People Participate in the Groundswell? Keeping up with friendships Making new friends Succumbing to social pressure from existing friends Paying it forward The altruistic impulse The creative impulse The validation impulse The affinity impulse