Social Media Profile: Forrester Approach
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The "Technographic Profile" Forrester classifies the participants in the online world in 6 exciting levels, depending on the level of interaction. The next tool available Groundswel l shows the differences by country, sex and age:
This presentation explains well the details:
The goal is to run a online CRM strategy based on the role or level of interaction you have a person in the online environment. The idea seems very good ... from the theoretical point of view ... but it's a little segmentation model it from a marketing point of view of operational and also suffers from identifiability, except that we have a great analytical skills.
However, from a standpoint of CRM strategy does have some value: Suppose we want to increase the level of interaction of our consumers with the brand, and we have some ability to assign one of these levels to a visitor identified, we should simply generate a strategy that would be an appropriate balance between them, promoting those levels that maximize the value of relationship with the brand.
On the other hand, a surfer may have a role in a content creator in another context and act as a "joiner", ie, the classification should be contextual to a market or specific domain, all of us if you think about it, we belong to various levels depending on what is involved.
