Four Steps To The Social Consumer

David Baker

Back in 2009, Forrester developed a framework called the Social Technographics Ladder. This focused on seven groups primarily based on their activity within social networks. This ladder still holds up, but I tend to simplify it to the four stages of social activity I believe would mean something for marketers:

The Connector – Those highly connected to many social networks both personally and professionally, yet who may/may not have influence within the various categories.

The Advocate – Those who are more than connectors -- they have loyalty to specific brands and categories.

The Influencer – Those who are connected, are advocates of certain brands/categories, and also yield influence within...

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