I am at the IAB congress, Interact. Jaap Favier from Forrester delivered a really interesting piece on what Forrester call Social Computing. They have four categories of people in the world of the web (see a pyramid). The creators 7% at the top of the pyramid, the ones that make content, contribute if via Wikipedia etc. The next step in the pyramid are the critics which account for 18%, collectors 18% and finally the wonderfully named “couch potatoes”. Engagement by marketing differs with couch potatoes reached by Push marketing, collectors reached by providing content, critics with dialogue and finally the creators can be touched by giving a platform for their creativity (Wikipedia, Nike bespoke running shoes etc.). Very interesting stuff, definitely good in understanding this new paradigm in marketing and communications.

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