作者: Rex 时间: 2010-2-23 18:47 标题: Re:Think Customers: The 1to1 Blog
Forrester Adds a New Rung to the Social Technographics Ladder
作者: Rex 时间: 2010-2-23 18:48 标题: Re:Think Customers: The 1to1 Blog
Taking cues from customers is difficult in the rapidly shifting social landscape.作者: Rex 时间: 2010-2-23 18:48 标题: Re:Think Customers: The 1to1 Blog
This week Forrester has updated its Social Technographics Ladder to help marketers determine the categories of social behavior that customers exhibit to help them analyze their target audiences.作者: Rex 时间: 2010-2-23 18:48 标题: Re:Think Customers: The 1to1 Blog
A new one has emerged and marketers should take note.作者: Rex 时间: 2010-2-23 18:49 标题: Re:Think Customers: The 1to1 Blog
After surveying 10,000 consumers, Forrester's ladder, which previously included six social behavior classifications (creators, critics, collectors, joiners, spectators, and inactives) now features a new rung--conversationalists, people who tweet or update their social network status weekly.作者: Rex 时间: 2010-2-23 18:49 标题: Re:Think Customers: The 1to1 Blog
With rich demographics (56 percent of conversationalists are female with an average age of 36, and average income of $81,200), it would benefit marketers to start listening to this group to determine how best to reach out to them.作者: Rex 时间: 2010-2-23 18:49 标题: Re:Think Customers: The 1to1 Blog
Forrester analyst Josh Bernoff and author of the report, reminds us that we cannot engage with customers in social environments until we know how they use them to talk about brands and products.作者: Rex 时间: 2010-2-23 18:50 标题: Re:Think Customers: The 1to1 Blog
To leverage the conversations, Bernoff suggests these tips:作者: Rex 时间: 2010-2-23 18:50 标题: Re:Think Customers: The 1to1 Blog
* Use a listening platform to monitor online conversations.作者: Rex 时间: 2010-2-23 18:52 标题: Re:Think Customers: The 1to1 Blog
Test interactions before going public with them.作者: Rex 时间: 2010-2-23 18:53 标题: Re:Think Customers: The 1to1 Blog
Follow your customers to new types of interactions.作者: Rex 时间: 2010-2-23 18:53 标题: Re:Think Customers: The 1to1 Blog
Use their behaviors as inspiration and set up something viral, like a recent Facebook campaign did that asked "What color bra are you wearing?"作者: Rex 时间: 2010-2-23 18:53 标题: Re:Think Customers: The 1to1 Blog
Finally to be effective at social media campaigns, Bernoff says that a marketing application must be a valuable experience for customers and should accomplish a marketing objective like spreading awareness or word of mouth.
