Social Technographics Profile

10 Feb

“The fundamental emotions that drive people to the groundswell-the desire to connect, to create, to stay in touch, and to help each other-are universal.”(Bernoff & Li, 2011)

The Social Technographics Profile classifies people according to how they use social technologies.It includes the following groups:

Creators– They make social content go. They are online consumers who at least once a month publish a blog or article online, maintain a Web page, or upload videos or audio to sites like YouTube.

Conversationalists– Participate in frequent back-and-forth dialogue that’s characteristic of status updates on Facebook and Twitter.

Critics– They respond to content from other by reacting to other content online, posting comments on blogs or online forums, posting ratings or reviews, or editing wikis

Collectors– They organize content for themselves, save URLS and tags on a social bookmarking service like Delicious, vote for sites on a service like Digg, or use RSS feeds

Joiners– Connect to social networks, participate in or maintain profiles on a social networking site like Facebook, are one of the fastest growing groups in this classification

Spectators– Consume what the rest produce—blogs, online videos, podcasts, forums, and reviews

Inactives– neither create nor consumer social content. Nonparticipants—still remain, although fewer people every year are completely untouched by social technologies


These groups make up the ecosystem that forms the groundswell. By studying how they are represented in any subgroups, strategist can determine which sorts of strategies make sense to reach customers.


H&M’s  audience demographic is shown below:

Screen Shot 2013-02-10 at 11.52.28 AM

Social Technographics Profile of H&M’s target audience in Canada

Majority- Joiners

Minority- Inactives

Screen Shot 2013-02-10 at 11.55.42 AM

Take this Quiz and find out what group you fit into

I am a Spectator


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