social technographics applied

This post comes as a quick study break...a break that will touch on social technographic segmentation and how it can be applied.
Forrester does a great job of outlining how exactly such segmentation can be put to use, particularly in applying the breakdown of various segments against another variable - primary motivation, for example. As you can see below, users motivated by entertainment are more likely to be creators and/or critics than those motivated by career or family use. The insight here is that sites or brands or companies that are associated with entertainment, be it music, movies, or the like can more aggressively pursue social media as a way to connect with their target consumer.

A more specific example of understanding social technographic segmentation can be seen in the comparison between Dell and Apple users. Dell users are less likely to create or critique with respect to their Mac counterparts, particularly due to the creative 'mood' that is set by Apple. The more active stance of the Apple customer can also be linked to the more evangelistic attitude held by many of its customers. A feeling that results from their love of the brand and product, which ultimately leads to them speaking out.