Teleconference Social Technographics Charlene Li Vice President and Principal Analyst Forrester Research April 24, Call in at 12:55 p.m. Eastern time

2 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Theme Social strategies start with an understanding of your audience’s Social Technographics® profile.

3 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Agenda What is Social Technographics? What are the Social Technographics of different demographics, sites, and brands? How can Social Technographics be used to create a coherent Social Computing strategy?

© 2007, Forrester Research, Inc. Reproduction Prohibited Definition Of Social Computing February 2006, Forrester Big Idea “Social Computing” ►Social Computing is a social structure in which technology puts power in communities, not institutions.

© 2007, Forrester Research, Inc. Reproduction Prohibited Adults Are Engaging In More Social Activities Online April 2007, Trends “Social Technographics ® ”

© 2007, Forrester Research, Inc. Reproduction Prohibited While Youths Have Made It A Lifestyle April 2007, Trends “Social Technographics ® ” 41% of all youths visit a social networking site daily

7 Entire contents © 2007 Forrester Research, Inc. All rights reserved. But where should companies begin? Companies don’t know how their customers use social technologies. Inexperience with what works, when, and why. Just when you’ve mastered these technologies, something new comes along.

8 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Introducing Social Technographics Extends Technographics — how consumers approach technology, not just which ones they use. Technology adoption is grouped to reflect increasing levels of participation. »Writing a blog requires more participation than reading one. Consumers can have different levels of participation. »This is not a segmentation.

© 2007, Forrester Research, Inc. Reproduction Prohibited Social Technographics Groups Consumers By Activity In The Participation Ladder April 2007, Trends “Social Technographics ® ”

© 2007, Forrester Research, Inc. Reproduction Prohibited Adult Social Computing Users Represent An Attractive Group April 2007, Trends “Social Technographics ® ”

11 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Age is also a major driver of adoption... Youth (12-17) Youth (18-21) Gen Y (18-26) Gen X (27-40) Younger Boomers (41-50) Older Boomer (51-61) Seniors (62+) Creators34%37%30%19%12%7%5% Critic24%37%34%25%18%15%11% Collectors11%16%18%16%15%16%11% Joiners51%70%57%29%15%8%6% Spectators49%59%54%41%31%26%19% Inactives34%17%21%42%54%61%70% Base: US online consumers Percent of each generation in each Social Technographics category Source: Forrester’s NACTAS Q North American Devices And Access Online Survey and Forrester’s NACTAS Q Youth Media & Marketing And Finance Online Survey

12 Entire contents © 2007 Forrester Research, Inc. All rights reserved.... But don’t count out those Seniors!

13 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Different motivations result in different profiles                    % of all online adults in each segment Base: Consumers within each motivation segment Source: Forrester’s NACTAS Q Devices & Access Online Survey

14 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Sites also have different profiles       % of all online adults in each segment              Base: Consumers who use this site at least monthly Source: Forrester’s NACTAS Q Devices & Access Online Survey

15 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Successful services will encourage participation

16 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Brand users can also have different profiles        % of all online adults             Base: US adult online consumers who own each brand of PC Source: Forrester’s NACTAS Q Devices & Access Online Survey

17 Entire contents © 2007 Forrester Research, Inc. All rights reserved. How to use Social Technographics to create a Social Computing strategy 1.Understand the Social Technographics profile of your target audience. 2.Map out how users will participate — both today and in the future. 3.Create multiple participation points. 4.Find lightweight ways for first-time Creators to contribute. 5.Make it easy for Spectators to find user-generated content. 6.Prepare your organization for participation — and criticism.

18 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Summary Social strategies start with an understanding of your audience’s Social Technographics profile. Map out how relationships with your audience will change over time and implement technologies accordingly. Prepare your organization for greater levels of participation, engagement, and discourse.

19 Entire contents © 2007 Forrester Research, Inc. All rights reserved. Charlene Li blogs.forrester.com/charleneli Thank you