23 avril 2007

Échelle de la participation

Chalene Li chez Forester (voir son blogue) signe un nouveau rapport intitulé Social Technographics.

Le sommaire exécutif se lit comme suit:
Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes social computing behaviors into a ladder with six levels of participation; we use the term "Social Technographics" to describe analyzing a population according to its participation in these levels. Brands, Web sites, and any other company pursuing social technologies should analyze their customers' Social Technographics first, and then create a social strategy based on that profile.
Je voulais aussi vous montrer une image qui en est tirée. Chaque marche de l'échelle représente un degré de participation accru:



Si vous voulez acheter le rapport, il est ici (279$ US).
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