Everyday, we see brands tackle social media by creating a blog, building a myspace profile, or create a social network to encourage user generated content. Some are successful, some fall flat. Often, this comes to a mis-understanding of their marketing goals and insights of their audience.
Forrestor has developed a Technographic Profile Tool to learn more and see actual data to identify the type of user your audience is. Eg. Are they a Creator (someone who writes blogs), Critic (someone who comments) or a Spectator (someone who just reads blogs or watches videos from others)? In most cases, a brand’s consumer will be the spectator who enjoys consuming content from a niche creator (which can be a brand’s influencer or fan).
Forrestor has provided a free generic tool for us to play around with… which is segmented by age, location, and sex. The audience is profiled to Creators, Critics, Collectors, Joiners, Spectators, and Inactives. Take a quick 8 slide read on each profile before you start on the Technographic Profile Tool.
It’s pretty top line stuff that you’d already expect to see. But I can understand the value once we start customising to specific social groups. Interesting to see how Australia stands against other countries.