Micro Persuasion: The Participation Ladder and Its Impact on Marketing and PR

One of the things I want to get back to is writing more about technology’s impact on media, PR and marketing and a little less on just Web 2.0 by itself. Charlene Li from Forrester gave me just the starting point  I needed. She is out today with a new fascinating report on social technographics.

Forrester segmented the online audience into several different stratas – what they call a ladder of participation. They found that “Inactives” are by far the dominant group (52%). They’re followed by spectators, joiners, critics, collectors and last but not least creators. This last cluster, according to the analyst firm, dabbles in lots of different activities but few do all of them. See the chart below for more.

This is the first report I have seen that really delves into what drives and motivates people to engage with the web. It’s worth purchasing and it really has got me thinking about its impact on PR and marketing.

Micro Persuasion: The Participation Ladder and Its Impact on Marketing and PR


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