Understand the customer climbing the social technology ladder.
Forrester has added a rung to its Social Technographics ladder.
Analyzing your customers’ social technology behavior isn’t easy. To a large extent, even for social media consultants and agencies, it’s been a guessing game. Assumptions about social technology behavior, web usage and the frequency of their customers’ engagement has driven a false understanding that’s affected the priorities and strategies of their client’s social media endeavors.
Every customer is different because people are unique. Our adoption of new social technologies will only continue to grow, but our social technology habits and preferences may change. Thus, there is an increasing importance put on understanding our customer information.
Information makes a marketer more powerful. Just ask Facebook. Social technology behavior and customer information, their buying habits and their status in the social sphere will make the organization that is leveraging social media (to connect with that customer) even more likely to retain their business, earn more sales or promote positive word of mouth.
In my opinion, the single most important takeaway Josh Bernoff makes comes inside a set of parenthesis. He says: “Social is so prevalent now that a single approach for your company is probably too broad.”
This refers to the age old, time honored tradition of market segmentation. It never fails, and it’s never been more true: “Segment your audience; build different strategies for different segments.”
What do you think?
