Tag Archives: Podcasting

Six Levels of Web 2.0 Participation

Monday, April 30th, 2007

According to the the Forrester Research Social Technographics report, social technology, or web 2.0, behaviors can be categorized into a ladder with six levels of participation (via ZDNet) -

- Creators (13%): Publish web pages or blogs, upload videos to video sharing sites.
- Critics (19%): Comment on blogs, post ratings and reviews.
- Collectors (15%): Use RSS, tag Web pages.
- Joiners (19%): Use social networking sites.
- Spectators (23%): Read blogs, watch peer-generated video, listen to podcasts.
- Inactives (52%): None of these activities.

The percentages don’t add up to 100% because, apart from the inactives, the other five levels of participation overlap with each other.

Forrester recommends that instead of looking at Web 2.0 as a list of technologies to be deployed on an ad hoc basis, marketers should first analyze where their customers are on the Social Technographics ladder and then create a Web 2.0 strategy to transition them to the next step.

Here are my top of the mind thoughts on the Social Technographics report -

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Own Your Podcasting, Video-blogging and Micro-blogging Niche

Friday, April 6th, 2007

I met up with my old friend Aditya at Prithvi Cafe yesterday evening. Aditya and I have been friends since our IIM-B days, and I’ll always think of him as one person who didn’t disown me when everybody else had, during a particularly painful period involving (what else?) a bad break-up.

Aditya has become something of a technology evangelist since we last met and spend his time judging business plan contest at IITs and participating in seminars on technology and entrepreneurship.

Over yummy aloo paratha rolls, I had the most stimulating time talking with him about how Google is going to transform traditional advertising with AdWords (my plug) and how mobile search is going to be the cause of Google’s downfall (his plug).

We also ended up talking about why podcasts haven’t taken off in the same way as blogs have and here’s my theory.

Podcasts are to radio what blogs are to newspapers and the only way to answer the “why podcast over blog?” question is to answer the “why radio over newspaper?” and “why blog over newspaper?” questions.

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