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Groundswell

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This chapter delves into the Social Technographics profile of adult fans of Lego, focusing on the communities like LUGNET and the engagement patterns of members such as Chad and Jack. It highlights the motivations driving participation in the Groundswell, including social connection, creativity, and altruism. We also explore the specific characteristics of Alpha Moms—tech-savvy, family-oriented individuals with higher incomes—who represent a key demographic. The dynamics of social networks vary globally, influencing how people connect and interact in the digital landscape.

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Groundswell

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  1. Groundswell Chapter 3 The Social Technographics Profile ChadX2andJack

  2. A.F.O.L.Adult Fans Of Legos • LUGNET- Lego User Group Network •  Eric Kingsley • Joe Comeau • Linda Nee Lugnet

  3. The Social Technographics Profile -Creators -Critics -Colectors -Joiners -Spectators -Inactives

  4. Social Technographics Profile

  5. Targeting Alpha Moms Alpha moms are comfortable with technology, interested in parenting, and have an above average incomes. • Optimistic attitude toward technology • Family motivated • Household income of at least $55,000 • Some college education

  6. The Global Power of Social Technographics Profiles • People do not use the same social networks around the world. • The fundamental emotions that drive people to the Groundswell-- the desire to connect, to create, to stay in touch, and to help each other are universal

  7. Why Do People Participate in the Groundswell?     • Keeping up with friendships • Making new friends • Succumbing to social pressure from existing friends • Paying it forward • The aulturistic inpulse • The creative inpulse • The validation inpulse • The affinity impulse

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