1. Social Technographics™ Defined Josh Bernoff, co-author of Groundswell

2. 2 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives 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 consumer surveys.

3. 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them The Social Technographics ™ Ladder Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly.

4. 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 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.

5. 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online 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.

6. 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites 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.

7. 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews 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.

8. 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above 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.

9. 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. Taken together, these groups make up the ecosystem that forms the groundswell. By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.

10. 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved. groundswell.forrester.com