I just finished reading chapter 3 from a book called ‘Groundswell’ by Charlene Li and Josh Bernoff. This book is all about the social trend whereby people use technologies to get information from each other rather than corporations.
Chapter 3 is all about the social technographics profile of social media, why people are joining some sites and how each demographic uses the sites/ groups for different reasons. This is explained by the Social Technographics Ladder. Each step of the ladder represents different groups: Creators, Critics, Collectors, Joiners, Spectators, and Inactives. What are their roles?
Creators- publish blogs and actively create material to post non the internet.
Critics- They do not create material but participate by providing their opinion on the posted content by the creators.
Collectors- They do not post or comment on the posts, but share the content using RSS feeds.
Joiners- Create profiles on different social networks.
Spectators- They only read the blogs and watch videos that are posted by creators .
Inactives- People who do not have any use of the web or “groundswell”.
Therefore, each technographic profile user is unique in their use of the web. According to Groundswell, the key is to discover your target market and how they use the web (social technogrpahic profile) to build an essential social strategy.
This is very interesting because I work at Hudson’s Bay, Edmonton, Canada (retail store), and using the social techno graphic tool is very essential to have a competitive advantage when it comes to the target market for the retail industry, which is all sorts of ages from teens to seniors.
According to the graph above by Forrester Research’s Consumer Technologies Data, majority of 18-24 year old Canadians fall into the Joiners and Spectators category which is self- explanatory. Therefore, retail stores such as Hudson’s Bay, need to reach out to their target market using social media and the web. This will be effective in order to gain customer base since the message and content is always seen by the customers since they want to know new sales and upcoming trends for fashion.
Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business Press.