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Preston Smalley

Participation Frameworks

Posted on 23 April 200724 April 2007

Ross Mayfield pointed out a great new framework that Charlene Li at Forrester recently released called the Participation Ladder. It assigns quantitatively how many people in the US online population are mapped to various social engagement levels on websites.

Social Participation Framework for the Web

I’m actually quite surprised at how active the online population (creators & critics) is portrayed in this study.

I would have expected the data to more closely resemble Bradley Horowitz’s Creators, Synthesizers, and Consumers model. In it he hypothesizes that 1% of people are Creators, 10% Synthesizers, and the remainder Consumers: Bradley Horowitz's Creators, Synthesizers, and Consumers model

It does make sense that online participation and creation is on the rise. Now, thanks to Charlene and Forrester we have the quantitative data to back it up. Finally, this ladder provides a roadmap for moving users up to more productive levels.

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Preston is a product leader with experience scaling streaming TV entertainment platforms, two-sided marketplaces, and mobile apps used every day by millions of people. He’s VP of Product for Roku’s core end-user experience.

Previously led product teams at Comcast, eBay, and Microsoft as well as board roles with startups. He’s active in the product management community, participating and speaking frequently.

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