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    Richard Pentin

    Richard Pentin

    Strategy Partner by day. An exhausted, waste of space by night.

    Strategy Partner at Lida (M & C Saatchi Group), member of the IAB Social Media Council

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Socialgraphics and the engagement pyramid

Posted by Richard Pentin on January 21, 2010

An interesting presentation here by Charlene Li and Jeremiah Owyang (Altimeter Group/ex Forresters) on the importance of understanding how  your audience interacts and engages in social media.

In essence, what they’re saying here is that to operate successfully in this space, brands need to look beyond traditional demographics, geographics and psychographics and try to understand the socialgraphic behaviour of their target audience – e.g. how they behave in social media, why do they behave in this way and who influences them.  I particularly like the engagement pyramid which breaks down social engagement into the different behavioural types.

To be honest, it shares very similar principles to Forrester’s technographics ladder which also profiles different behaviour according to their predisposition to participate.  Incidentally, this was updated this week to include ‘conversationalists’ to account for the growing number who regularly tweet or update their statuses on social networking sites.

Both models are quite simple but that’s exactly why I like them as they’re easy to relate to, understand and apply!  In fact, the above presentation goes on to explain how some brands have used these  socialgraphic insights to inform their social strategy.  Worth reading.

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6 Responses to “Socialgraphics and the engagement pyramid”

  1. [...] where they are online, and how it influences them in the context of the customer life cycle (see Richard Pentin’s blog post). Customers with large numbers of followers will be treated as preferred customers (similar to [...]

  2. [...] Posts Poignant press ad featuring Michael Jackson's accessoriesSocialgraphics and the engagement pyramidExploiting the Zeigarnik Effect in banner ads Old Spice case study – the sweet smell of [...]

  3. [...] I saw a great slide presentation on Socialgraphics in relationship to social [...]

  4. [...] your target audience(s) socialgraphics.  A presentation by Charlene Li and Jeremiah Owyang from Altimeter Group defines socialgraphics as “how they (target audience) behave in social [...]

  5. […] where they are online, and how it influences them in the context of the customer life cycle (see Richard Pentin’s blog post). Customers with large numbers of followers will be treated as preferred customers (similar to […]

  6. […] where they are online, and how it influences them in the context of the customer life cycle (see Richard Pentin’s blog post). Customers with large numbers of followers will be treated as preferred customers (similar to […]

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