Social Media audience, ovvero com'è cambiato il pubblico Internet? Il Forrester Social Technographics Ladder

E’ davvero impressionante affiancare la “fotografia” dei comportamenti (non segmenti) della audience internet USA scattata da Forrester nel 2007 con quella appena pubblicata. Con l’affermazione su larga scala dei Social Network (Facebook ovviamente in primis, ma anche gli altri):

  • aumentano considerevolmente (raddoppiano quasi) i creatori e condivisori di contenuto
  • si aggiunge una nuova categoria, i “Conversionalists”, ovvero chi aggiorna il proprio status sui social network (es: Twitter, Facebook)
  • aumentano i “Critics” ovvero chi mette a disposizione il proprio giudizio su prodotti e servizi (dato importante per chi si occupa di reputation management)
  • aumentano ovviamente tantissimo anche gli spettatori, nel senso che i lettori di social stream (siano blog, social net, forum, wiki…) sono cresciuti tanto in questi anni, diventando un’attività quotidiana e normale per il 70% dell’audience internet

Una buona o cattiva notizia per gli investiori pubblicitari? 🙂


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Claudio Vaccaro

Articolo di Claudio Vaccaro

Creo aziende di successo insieme a persone che condividono la mia visione, investo in startup contribuendo alla loro crescita e trasferisco valore con i corsi che tengo nelle più importanti business school italiane.

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Stefano Maggi
13 anni fa

Eh già… è cambiato molto. E la differenza la vedi anche sul pubblico italiano (i dati li trovi nel profile tool di Forrester – pubblico).

Devo ancora “interiorizzare” la categoria dei conversationalist, perché credo abbia dei limiti, per come Forrester ha impostato il ragionamento finora (ma mi riservo di smentirmi appena avrò letto il report completo):
. i conversationalist (aggiornano lo status su social networking sites) sono necessariamente joiners (partecipano a social networks)
. i conversationalist sono molto legati a una sola tipologia di azione molto specifica (status update). Non creiamo così delle nicchie di attività? Tipo “coloro che caricano video” o “coloro che caricano foto in bianco e nero”?

Tutto ancora da capire, però interessante l’evoluzione complessivamente.

gianluca Arnesano
13 anni fa

Ebè il mondo cambia … non così velocemente però se ci pensi.
Pensa quante presentazioni dovremo aggiornare … noi agenzie 🙂
Cmq son daccordo con Stefano che aggiungere nuovi cluster rischia di creare nicchie da un lato e sovrapposizioni dall’altro.
E poi, una domanda che mi son fatto già nel 2007 … ma perchè la grandezza delle aree e la distanza dei pioli è uguale per tutti i cluster ?

Claudio Vaccaro
13 anni fa

Infatti secondo me il valore di questa cosa è il dato in se, il succo, non la forma in cui è espresso che concordo è migliorabile. Mi piacerebbe sapere la famosa regola del 1:10:89 dei social media come si è evoluta alla luce di questi ultimi dati.


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