Archive for February, 2009

Data: B2B Buyers and Technology Decision Makers use Social Technologies


Social Technographics of Technology Decision Makers

You’ve heard of demographics (who people are) and psychographics (what they care about) but now, you must be aware of technographics (how people use technologies)

Forrester is known for it’s success with our consumer social technographics, how buyers use social media in their lives. Just this Monday, we released information on the B2B side, technology buyers and folks often within the enterprise lead by Oliver Young, and Laura Ramos (read their take)

I’m going to quote Josh who notes the following from the data:

Some highlights from this research (start by looking at the right two columns):

  • 91% of these technology decision-makers were Spectators — the highest number I’ve ever seen in a Social Technographics Profile. This means you can count on the fact that your buyers are reading blogs, watching user generated video, and participating in other social media. Note that 69% of them said they were using this technology for business purposes.
  • Only 5% are non-participants (Inactives).
  • 55% of these decision-makers were in social networks (Joiners) — despite as mature businesspeople and not college students, you’d think they’d be participating a lot less.
  • 43% are creating media (blogs, uploading videos or articles, etc.) and 58% are Critics, reacting to content they see in social formats. Again the numbers are very high compared to other groups we’ve surveyed, and again the level of participation for business purposes is also very high
  • Above: Oliver Young has created a slideshare deck, thumb through it to learn more.

    If your boss isn’t sure if social media is right for you, forward them this data and check out the full report, or download a free copy after registration.

    Data is a powerful tool (more than a panel of ‘social media gurus’) so use it to make business decisions –go beyond gut instincts and opinions.

    Feedback Session 2: Web Strategy Redesign


    I’m having good success working with StudioNashVegas, and based on your feedback from a while ago, we’ve slowly made the changes you’ve suggested. Being a community guy, I’m working with you all to decide on what’s best for the upcoming redesign –of course, I factor in the feedback, but I make the executive call, or we’ll be doing death by committee.

    While I’m 90% confident the comp is where I want it to be as far as user interface and information architecture, part of my work as a social analyst is to experiment with the different tools out there, so I’m going to use CROWDspring to outsource creation of my header. The designers will keep the logo, and will be given the dimensions to use for the header, more news on that soon (Update: here’s the details). This is a controversial topic, as I’ve written about why it’s here to stay, and I’ll be in one of the main stages at SXSW to debate it.

    I’d like to get your feedback on this second iteration of the comp, I take your feedback seriously. Even if you see someone who’s said something similar to you, please chime in the comments, as I put weight on frequency of mentions.

    Remember, it’s not just me that has to use this site, it’s as much a community resource, so I do value your feedback.

    Web Strategy Comp 2
    Click to see larger version

    Oh yeah, I’ll work with my buddy Brian Solis who will take a new profile pictures, just haven’t had the time. Update: If you’re interesting in designing my banner, see the rules here on CROWDspring.

    Leave your feedback below, myself and Mitch from StudioNashVegas are listening.

    People on the Move in the Social Media Industry: Feb 23, 2009



    I haven’t published an “on the move in the social media space” in a while, in fact nearly 2 months. Why? Things really slowed down, and I received far less submissions, the recession is taking it’s toll.

    Despite there being many layoffs in the startup space. I’ve started this post series (see archives) to recognize and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks:

  • Dirk Shaw (He’s on Twitter) full time role as a Social Media Strategist for Vignette a few weeks ago, he’ll be focused on the use of “social networking applications to enhance customer communications, foster company-oriented dialogue and further Vignette’s presence in the online community”. He was recently interviewed by CMS wire
  • David B Thomas has started at the start of this year as the social media manager for SAS, the business analytics software company. He will be devoted full time to social media and primarily inward-focused on developing our strategy but also focused outwardly, helping departments at SAS use social media for outreach. Catch him on linkedin as well as twitter.
  • Chris Allison just got hired as a blogger for NeboWeb interactive marketing agency, and will be working on web projects on behalf of the agency.
  • Natalie Villalobos (Twitter) is now the Signtific Community Manager, before she was at Digg and Yahoo! as Assistant Community Manager. She has a B.A. in History from Sonoma State University which was completed abroad at the University of Hull in England.
  • Laura “Pistachio” Fitton moves closer with SHIFT communications in Boston. To be clear, she’s not working for SHIFT and this will be a symbiotic office sharing relationship. Here’s what SHIFT’s Todd Defren had to say.

  • How to connect with others (or get a job):
    Several people have been hired because of this blog post series, here’s how:

    Submit an announcement
    If you know folks that are moving up in the social media industry, leave a comment below, or if you’re feeling shy (it’s cool to self-nominate) send me an email. Please include a link to your announcement, and ensure you’re really living and breathing in the social media world –this is not a small aspect of your role.

    Seeking Social Media Professionals?
    If you’re seeking to connect with community advocates and community managers there are few resources

    List of Enterprise Social Media Professionals
    This list, which started with just 8 names continues to grow as folks submit to it. List of Social Computing Strategists and Community Managers for Enterprise Corporations 2008 –Social Media Professionals.

  • See Web Strategy Jobs powered by Job o Matic (Post a job there and be seen by these blog readers, fees pay for my hosting)
  • Learn from those that were recently hired, read these survey results
  • Read Write Web also has job announcements in Jobwire, although at a broader scope than my announcements
  • Connect with others in the community manager group in Facebook
  • Check out Jake McKee’s community portal for jobs
  • See Chris Heuer’s Social Media Jobs
  • SimplyHired aggregates job listings, as does Indeed
  • ForumOne Jobs for Social Media and Community
  • Teresa has a few jobs, some around community
  • New Media hire has an extensive job database
  • Social Media Headhunter
  • Social media jobs
  • Jobs in social media
  • Altimeter Group’s list of social media consultants and agencies
  • Hiring? Leave a comment
    If you’re seeking candidates in the social media industry, many of them are within arms reach, feel free to leave a link to a job description (but not the whole job description, or I’ll delete it)

    I’m seeking folks that are related to full time hands on social media strategy and community managers, to be on this list, so let me know if you see these folks, and please submit them –try to include links to announcements on blogs or on the wire. Also, I probably will not include executive management changes on this list at social media companies, as the list would go on and on, but you can feel free to express yourself in the comments!

    Did You Delete Your Facebook Account?


    I’ve been receiving many inquiries from friends, colleagues, and even family about Facebook’s third privacy debacle over it’s Terms of Service. The first two were turning on the news page and showing people network activity, and the second was the Beacon advertisement issue. Now, this third one has caused a revolt among users who did not want their information used ‘forever’ by Facebook and many started an internal Groundswell (this Facebook group has 121,000 members in protest), and some deleted their accounts.

    Facebook responded, both with this message from CEO Mark Zuckerberg, and even their ‘delete account’ page (careful. don’t delete your account by accident) has some new “don’t leave me please” aimed at stopping those from puling the trigger.

    I want to hear from you, did you delete your Facebook account (or think about it?) leave a comment below, and tell your story. I’m not using this for any reports or anything, I just have a genuine curiosity to know why someone deleted their account, and the impacts it has on them. If you’re curious like I am, see all these in Twitter who are discussing deleting, or have halted using their Facebook accounts.

    Related: Facebook Breakup Stories

  • Krystal writes: Why I Deleted My Facebook Account
  • Dhananjay , a Software Architect explains: Why I deleted my Facebook data. Commentary on Internet data privacy rules.
  • Blackmanxx discusses Why Did I close my Facebook?
  • Diane leaves a note and wedding ring on the mantle: Farewell, Facebook
  • Harold has had enough, and Deactivates his Facebook account. I just imagine the scene in 2001 where HAL is singing to Dave.
  • Review: Techcrunch’s 2008 Year in Review Report


    I just finished reading (although some parts I skimmed, like the data tables) Techcrunch’s 2008 Year In Review a report they recently published at a fee, although the executive summary is available for free. Techcrunch is monetizing Crunchbase, their wiki/database of companies and funding, and is now offering research reports –the same industry I’m in. Although my coverage is different as I do research for consumers and large brands, their’s are aimed at startups and VCs, and somewhat bumps up against O’Reilly’s research arm.

    Overall, this 143 pages of data offers a broad look at money movement within the technology, startup, and social media space, and is tracking funding, funding types, M&A, VC activity, failed startups, layoffs, and other data. The report also provides a summary of key trends in this space, and highlights key activities during the past year, and takes a stab at some changes that could come in 2009 in their “punch” (predictions) list. The report self-admits that some of the data is not complete, and some industries have holes in them, as wiki-style research will always have limitations.

    Heather, (read her response) the CEO of Techcrunch sent the report to me to review, and overall, the report is appropriately priced for a broad set of data that they’ve been harvesting in crunchbase, although there are some data missing, massaging of data, and a useful, but sometimes unrefined graphs. For a first release, this is a solid start, and CEOs at startups should shell out the money if they’re out of touch with the industry and need a refresher, or if you’re an investor, the aggregation will also be helpful.

    While certainly not the refined reports that I’m used to seeing, the data is helpful for startups that need to a 30,000 foot view of the funding and market view. Expect their future reports to be more refined, with more insight and recommendations. It’s interesting to watch Techcrunch, which started out as a blog, grow into events, conferences, and now research –multiple revenue streams is a smart move in a difficult-to-monetize space.

    Takeaway: While a lot of raw data, and a few good summaries, this report isn’t yet refined. However those involved with funding (lender or startup seeking funding) should invest the $149 to quickly check the temperature of the market, and identify trends in finance and M&A. Expect these reports to evolve over coming years, as Techcrunch continues to expand beyond a blog.

    How Baby Boomers Use Social Media


    Social Technographics of older and younger Baby Boomers

    Above: The Social Technographics of Baby Boomers. Need to understand more about technographic ladder? read this handy key.

    I recently published a report on how baby boomers use social technologies based on our social techngraphics research. While my parents aren’t yet on Facebook, you’d be surprised on how their adoption of social media –they aren’t luddites by any means. With the president of the United States using social technologies for campaigning and his ongoing administration, Boomers retiring and wanting to stay in touch with their digitally expressive children and grandchildren, and with a recession causing need for all of us to connect to each other –expect an increase in social technology adoption across many generations.

    If you’re a Forrester client, download the full report, or read my discussion with the New York Times. Sarah Perez, who does excellent coverage at Read Write Web has some additional thoughts and provides some suggestions on what it means (be sure to read the comments)

    When I saw the data, I was surprised by the social technology adoption of baby boomers, would love to hear your perception and opinion on this.

    Update: Some really don’t like the findings and insights, and have extended me a virtual finger, and I’m pretty sure it’s not this one. Finally, someone gets the fact that we’re not banging on boomers, but instead showing that social media extends beyond teens. Thanks Laura.