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Forrester Research Has Numbers; Micro Persuasion Reflects; BlueSkyBrothers Smiles

May 2, 2007

If the numbers don’t lie, what do they really say? 

Smile wryly.

Metrics has been the topic of conversation around here lately.  We have numbers coming out of our ears! 

What I appreciate most about the partnership Greg and I have is the strength of our offline knowledge and our egos.  We are both (former, and I mean former) athletes and we love to compete.  As we are studying the numbers we have, we discuss our conclusions.  Let’s just say we have some ‘spirited’ moments when it comes to interpreting them.

Why?

Modestly contributed, our findings suggest that we are ‘on the cutting edge’ as much as any of the recognized gurus are.  When we read what John Reese, Mike Filsaime, Michael Cheney, Marlon Sanders, Russell Brunson, Jack Humphrey, and a host of others are discovering in Web 2.0, our notes compare with their findings.  Though our online years exceed BSB’s 4 month old existence, we don’t get the ‘dog-year benefit’.  Therefore, our numbers are what they are, and we are still learning what they mean now and their impact in the near future.  Stay tuned…….

So, in my quest to find some numerical meaning and some quality content for you, I found “The Participation Ladder.”  The following numbers reflect a ‘ballpark’ percentage of US adult online use:

Creators: 13 %
Critics: 19 %
Collectors: 15 %
Joiners: 19 %
Spectators: 33 %
Inactives: 52 %

Now, for all of you left-brainers, don’t ‘freak out’ on me regarding the math.  I know, it doesn’t add up. 

And ‘yes’ the inconsistency somewhat invalidates its credibility, except for the fact that the numbers came from Forrester Research, Inc.  Let’s move on, shall we?

For greater detail of the research, go to Micro Persuasion, Steve Rubel’s blog.  There’s a great model to be studied.  Rubel wrote an example of how to use the model’s numbers:

For example, let’s say you have a start-up that has a new piece of blogging software that bloggers will love. Then you should execute a peer-to-peer program that primarily targets creators, collectors and critics while largely ignoring inactives. This means you can go guerrilla with peer-to-peer program that taps into social networks, blogging and other Web 2.0 communities. Place your chips there. Mainstream media coverage can help here too. Focus your attention on outlets that bloggers read.

While Greg reminds me not to get bogged down by trying to interpret the numbers, I’m encouraging you similarly.  Focus on building your lists while building rapport with your visitors.  Track your progress and study your numbers.  Treat social networking like attending your local Chamber of Commerce meeting.  Be approachable……..

………and smile warmly. 

Remember, people don’t care what you know until they know that you care.

JerryWFranklin

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Written by JFranklin · Filed Under Niche Marketing, Web 2.0 

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