I’m launching a quant study to fuel two pieces of research: 1) The first is focused on identifying the levels of maturity among interactive marketers across industries. When finished this report will define the different interactive marketing maturity levels, the characteristics of firms at each level, and also present a roadmap for growing from lower to higher levels of maturity; and 2) The Interactive Marketing Channels To Watch in 2008. This piece is an update to our annual study examining which interactive tools marketers are using, piloting or planning to pilot in 2008. We’d love your input on this study. If you or one of your colleagues is involved with interactive channels (e.g. email marketing, search marketing, display ads, social networking, blogs, widgets, mobile) we would love your input in our research.

https://deploy.ztelligence.com/start/index.jsp?PIN=139WBA5JZDB56

An early adopter of Twitter, I have struggled with communicating the value of tools like it for my organization – as have many others I am sure. Today I picked up on three great posts in this theme (via @jowyang on Twitter, no doubt.)

David Armano, VP of Experience Design with Critical Mass, says Twitter is a Conversation Ecosystem, and provides some great visuals that help to drive the point home.

Explaining Twitter is an act in futility unless the person you explain it to understands the intricacies of social networks (saying conversation ecosystem is a bit abstract to someone not participating in online conversations).

And that’s really the rub, isn’t it? Getting companies immersed in “classic” models to take the time to understand the new models and find value,potential, and connection.

Forrester Senior Analyst Jeremiah Owyang says the Fabric becomes stronger as the Threads connect.

If you’re in the tech industry, and in marketing, you should be paying attention to what’s happening on twitter.

Jeremiah also brings up the “what you had for lunch” argument that is often the first response to the value of tools like Twitter. (And by the way, Twitter is just one tool – my point stands for many others as well.) I simply reject this argument now, as there are some great tools to help reduce the noise and focus on conversations that are applicable.

Forrester’s Peter Kim has published a report on Twitter (registration required) that speaks to the current demographics of Twitter users, and their reactions to branding, advertising, as well as a short list of companies like Dell, JetBlue and Carnival Cruise Lines and how they are using the tool as part of their online strategy.

Six percent of online US adults use Twitter at least monthly or more frequently. Twitter users are, on average, 78% male and 31 years old, and they draw an annual income of $78,000. In comparison, members of the online US population are, on average, 49% male and 43 years old, and they draw an annual income of $68,000.

Is your company using tools like Twitter as part of its online strategy?

(Photo credit ecstaticist)

“Creators” (13%): Publish Web pages, publish blogs, upload video to sites like You Tube

“Critics” (19%): Comment on blogs, posting 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%): Yeah, the rest of the world.

It’s encouraging to see that nearly half of the respondants are utilizing at least some form of social activity online. The key is focusing on each segment and determining how best to engage the participants. Here’s one possible (obvious) scenario:

1. Your message is seeded to the “Creators” and “Joiners” who can help spread the word.
2. The message is picked up by the “Collectors” (Digg, delic.io.us) who further the conversation
3. “Spectators” pick up on the message
4. Everyone becomes “Critics” and joins the conversation

I would be interested to know how many of those active in one or more aspects of online social activity also consider themselves “connectors” – people who enable members of the “Inactives” to become part of the conversation.