i heart data

Have you tried making the case for your nonprofit to start blogging, or get into social networks, or in some other way try something bolder than Ye Olde Corporate Website as a means of engaging your community online… only to be rebuffed by the mentality that “our constituents aren’t online” or “our members don’t read blogs” or something of the sort?

Ever get frustrated that you didn’t have the data to either refute or confirm that kind of assertion?

Well, my heroes over at Forrester Research have released an interactive tool that allows you to build a profile of your constituents (assuming you have an accurate profile of who exactly they are) and how they use the internet.

Plug in different profiles based on age, gender, and country, and you’ll get information where those users sit on the ladder of engagement.

Forrester Groundswell Tool

Data from Forrester Research Technographics® surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.

(For more information on what exactly the different levels of engagement mean, check out this quick slide deck.)

The authors of the new book Groundswell: Winning in a world transformed by social technologies, Josh Bernoff and Charlene Li, are also releasing more in-depth research information on groups — like small business owners — once a week on their blog, also called Groundswell.

These weekly tidbits should give a finer-grained view of various groups of people who might be persons of interest, let’s say, to a nonprofit looking to interact more meaningfully with their existing constituents, or to reach new supporters who are already online, interested in similar causes, and engaged in social media.

I’m hoping to read and review Groundswell (the book) soon. In the meantime, I’m enjoying the rare peek behind the curtain that these top analysts at Forrester are giving us at some serious market research.


4 responses to “i heart data

  1. Hey,
    Thanks for the post Beth. I love data too, and this is a pretty sweet (geeky) tool.

  2. You’re reading my mind again here, Beth – just exactly the sort of resources I’ve been looking for this week. Thanks!

  3. Rebecca, you read my mind often enough in your posts — glad to return the favor!

  4. Thanks for the tip about the interactive tool – great way to illustrate the take-up of social media across different consumer groups. Anyone fighting the old “our supporters don’t do Web 2.0” argument might also be interested in a free report just released by the UK comms regulator Ofcom – which includes UK user data and an interesting attitudinally-based segmentation of social network users: http://givinginadigitalworld.wordpress.com/2008/04/07/must-read-free-ofcom-report-on-social-networking/

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