One of the ultra-cool things about working in the online landscape is that you can identify your audience and segment them into groups based around actions and how they interact with your organization.
Forrester calls this the “participation ladder” – a metaphor that is absolutely perfect as marketing’s goal in the online landscape is to create more and more fully engaged users. Moving users up the participation ladder.
I’m almost positive I’ve posted this image before (I’ve certainly used it in presentations, 101s and new business pitches) but here is is again:
This is a generic ladder, showing you the technographic make-up of certain audiences so marketers can best apply tactics to their online strategy and maximize their results but the same can be done by businesses for their user base.
The reason I’m posting this (again) is that the Groundswell blog and technographic tool now includes CANADIAN DATA! Input your target audience and see how it shapes up in terms of online use.
Check it out. Eh.
**UPDATE** Looks that I was prematurely celebrating the Canadian data. Sean Moffitt says that it
“does fly in the face of a wealth of historical stats that suggest Canadians are more socially media savvy than most”
I would hazard a guess that the Forrester research suffers from self-identifiers and early adopters having an undue affect on the data.
It’ll be interesting to see how this plays out.