social techno-graphics profile about your customers

GROUNDSWELLSocial Techno-graphics Profile of

What is groundswell?

Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.

--Groundswell: winning in a world transformed by social technologies

What is groundswell?

Three trends—people’s desire to connect, new interactive technologies, and online economics—have created a new era.

The groundswell has two key ingredients: technology and people.

Groundswell in China

In July 2009, the number of Internet users in China to 338 million, taking the first place in the worldwide.

-- CNNIC (China Internet Network Information Center)

Netizen, who use internet at least once in half a year, is taking more and more power both in virtual and real world.


2001, someone posted a picture of beauty online and lied that she was his girlfriend.


Other users online pointed out she was a employees in Microsoft and posted lots of her information and photos online. This is the first Human Flash Research Engine issue.


October 2007, a photo of south China tiger, which is thought to be extinct in China, was published by the government of Shanxi Province.


Some netizen immediately pointed out that it was a fake photo. And after 1 month and 4 days ‘ effort, they found out the proof of it.


January 2008, 31-year-old Jiang Yan, committed suicide by jumping from the 24th floor, because her husband had an affair and asked for a divorce.

Before the suicide, Yan Jiang blogged about her thoughts and feeling of last 2 months and opened blog space on the day she committed suicide.

She also posted pictures of her husband and his lover on the vacation to Rome on her blog.


Jiang Yan’s friends felt angry and they release related information to a Tianya Website, etc. These messages were reproduced by other websites.

Rating netizen launched Human Flash Research Engine to the husband and his lover. Their information and even their parents’ information were posted online.


When people are castigating their damage to people’s live in real world and their over use of moral judgment, netizen have changed their attention to the public and political fields.

Their supervisions are thought to be “the fifth power “ in China, which is a substitute to the lack of public supervision from media and government.


February 2009, a young man named Qiaoming Li, was killed in the prison and the policeman announced that he died of hitting himself toward the wall, when he was playing hide-and-seek game with his roommates.

It soon became the hottest event in China. The government invited people online to participate on the investigation for the first time.


Because of power unbalanced, the investigating group from netizen failed.

But the power of public opinion online forced this case to be reviewed and the highest Procuratorate and Court of China were engaged.

Here is some photos created by netizen, to satirize this event.


It is too dangerous to stay on the earth. Even playing the hide-and-seek game can kill somebody.


December 2008

Some people online pointed out that the cigarette on the table was about 1500RMB/package (about $210), which is out of his ability as an employee of government.


Netizen launched Human Flash Research Engine to him again. Found his photos online and identified his watches were Rolex, Vacheron-constantin and Tudor, which are obviously over his affordable ability.

In the end of the year, he was dismissed.

Some netizen even claimed to human flash research each leaders of government.

Everyone wants Groundswell Everyone wants to use groundswell as jujitsu

to get attention, because attention is becoming scarce online.

But how?

Charlene Li teaches us, to know your people first.

Social Techno-graphics Profile Since technology is shifting so quickly, what is

important is to assess how your customers will engage, based on what they are already doing, which is the social techno-graphics profile about your customers.

This is the first step to thrive in the groundswell.

Social Technographics Ladder

LSE Research Online

a national survey of 9-19 year old teenages around the UK.

About young people’s civic interests and participatory skills.

LSE Research Online

Communicating: Joiners—email(70%), chat room(21%) and instant massaging(21%) uses

Peer-to-peer connection: joiners & spectators—connect peers in other ways than via forms of communication, including playing games online (70%), downloading music (45%), visiting sites or clubs you’re a member of (19%) and look at other people’s personal homepages (14%).

Seeking information: spectators—information uses, which are near-universal (94%).

LSE Research Online

Interactivity (70%): joiners & creators—contribute something of themselves, and each sets up the expectation that they will receive a response, whether automatically or from another individual, including do a quiz, send email/SMS to a site, vote, send pictures or stories to a site, contribute to a message board, offer advice to others, fill in a form and sign a petition.

LSE Research Online

Webpage/ content creation (34%): creators—to create their own content and make it widely available on a hitherto unprecedented, even global scale.

Visiting civic/ political website (54%)

LSE Research Online

The LSE Research Online does not only explain by the internet use, but also by demographic variables.

They compared the different uses according to genders, ages and economic classes.

Three Distinct Groups of Young Users of The Internet

Interactors: these young people engage the most interactively with websites and are more likely to be boys and to be middle class. They also have been engaged in internet longer and developed considerable online skills.


The civic-minded: these young people are not especially likely to interact with websites generally and they are more often girls and middle class. They consider their internet expertise to be relatively low.


The disengaged: these young people are the least active in all three areas of online participation and are a little younger and from a lower socio-economic status. They are not simply disengaged as a result of low motivation, but in terms of access and skills they can be described as relatively disadvantaged.

Questions

In order to thrive in the groundswell, Charlene Li encourage companies to focus on the more active groups. But will it cause a larger gap, which is basically caused by difference of ages, gender and economic status?

social techno-graphics profile about your customers

Technology