Chapter Three: The Social Technographics Profile®
Groundswell is broken down into three parts. Part one focuses on understanding the Groundswell. In this post we summarize chapter three and provide some interesting content and a link to our blook report private site. The site features links to the people, companies and stories talked about in this chapter. The STP is a key tool to help you segment your audience.
Feature Presentation
Feature Video
Social Technologies-Your Customers Are Revolting, Charlene Li
Video Timeline
1:10 – People move up and down the ladder and assume various roles in the Groundswell. They perform multiple roles depending on things like topic, interest and industry.
1:45 – Roles in the Groundswell: Creators, Critics, Collectors, Joiners, Spectators and Inactives.
3:25 – Why classifications?
3:50 – Case study: Alpha Moms. Using POST strategy to determine how best to engage with Alpha Moms. The key is to look to see where they over index. Target Critics, Collectors and Spectators.
7:15 – Embracing customers when they are revolting against your brand. What you can do. The “GM Insiders” example.
8:42 – Customers ignoring your messages. The GoDaddy example.
Top Three Things We Learned
1) Know what your customers do online.
2) Look for the over index.
If more people in your market are joiners then the national average then focus on them… don’t create a community where joiners can blog and upload content…because the won’t.
3) The Groundswell is about human psychology & sociology.
Related Posts
Chapter One: Why the Groundswell and why Now?
Chapter Two: Jujitsu and the Technologies of the Groundswell
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