ama webcast 5.22.08

1 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

AMA Marketing Effectiveness

Online Seminar Series

Marla Chupack - Moderator

American Marketing Association


www.MarketingPower.com

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1. Will I be able to get copies of the slides after the event?

2. Is this web seminar being taped so I or others can view it after the fact?

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SOCIAL MEDIA LANDSCAPE FORRESTER

Peter Kim Senior Analyst


Theme

Focus on the relationships,

not the technologies


US consumers are TV fanatics, but internet is gaining quickly

“In a typical week, how many hours do you spend doing each of the following?”

Base: US adults

Source: North American Technographics ® Benchmark Survey, 2007


We know consumers love to hate advertising

58%

14%

“I'm annoyed by the amount

of advertising today.”

“Advertisements help me

decide what to buy.”

Source: Forrester’s North American Technographics Benchmark Survey, 2007

“Do you agree with the following statements?”

Base: US adults


Consumers may not trust ads, but they trust each other

Base: US adults

Source: Forrester’s North American Technographics Technology, Media, And Marketing Benchmark Survey, Q3 2007

If you had to choose only one source of information to find out about a product (before purchase)

what would it be?


The stage is set for more vocal consumers

Uses each at least monthly or often

Base: US online adults

Source: North American Technographics Benchmark Survey, 2007


Social computing (aka Web 2.0) becomes the norm

Social computing is a social structure in which

technology puts power in communities, not

institutions.


Segments include consumers participating in at least one of the indicated activities at least monthly

18%

25%

12%

25%

48%

44%

Creators • Publish Web Page • Publish or maintain a blog • Upload video to sites like You Tube

Critics • Comment on blogs • Post ratings and reviews

Collectors • Use RSS • Tag Web pages

Joiners • Use social networking sites

Spectators • Read blogs • Watch peer-generated vide o • Listen to podcasts

Inactives • None of these activities

Understand how far

your customers can

be “pushed up the

ladder”

Base: US online adults Source: North American Social Technographics Online Survey, Q2 2007

Social Technographics groups consumers by participation


Age is also a major indicator of adoption

Source: North American Social Technographics Online Survey, Q2 2007

All Adults

(18+)

Gen Y

(18-27)

Gen X

(28-41)

Younger

Boomers

(42-51)

Older

Boomer

(52-62) Seniors

(63+)

Creators 18% 39% 24% 12% 8% 5%

Critic 25% 41% 30% 22% 15% 13%

Collectors 12% 22% 15% 9% 5% 4%

Joiners 25% 59% 33% 15% 8% 4%

Spectators 48% 63% 55% 46% 39% 30%

Inactives 44% 25% 37% 48% 55% 66%

Percent of each generation in each Social Technographics category

Base: US online adults


Social strategy requires objectives

1. Listening: what customers are really saying

2. Speaking: create a dialogue with prospects and customers

3. Energizing: create customer evangelism

4. Supporting: help customers solve their own and each other’s issues

5. Embracing: work with your community to make products, services, and

experiences better


Dell had a small problem . . .

. . . with flaming notebooks

Osaka, Japan

June 21, 2006


Listening: Dell’s blog gave a way for customers to talk to the company


Dell’s Community Forums provide support


Supporting: “Predator” on Dell’s community forum

• Posts since 1999: 21,794

• Pages Viewed: 1,111,675

• Total Online Minutes: 473,113

•”

“I actually enjoy helping people. That’s what

got me hooked: when you help people and

they say ‘Thank you’.”


• Over 900 comments between two blog posts on engadget.com

• Standard trademark infringement

letter leads to attacks on T-Mobile brand and products

• 7 blogs join in to show their loyalty and support of engadget

18

March 31, 2008 Ryan Block posts T-Mobile cease

and desist letter to engadget

T-Mobile: Unwanted Social Media Impact

“I would be shocked if even

the most clueless soccer

mom in the world confused a

tech blog with T-mobile. They

should spend their money

improving the sidekick (the

thing has barely changed in 3

generations) rather than serving

tech blogs threatening letters.”

“tmobile should be working

on making there service suck

less in the states, because

right now its horrible, but

instead, they're throwing a hissy

fit because engadget uses a

similiar color(oh the horror!).

honestly, if Tmobile manages to

actually get and maintain a

network, maybe then they can

bitch and engadget, but right

now, no, just no.”

Blake Cahill

SVP of Marketing

www.visibletechnologies.com

Brands & Social Media Today

Listening

• Have started to pay attention

• Getting Google Alerts or investing in

a basic monitoring

programs

Engaging

• Thought leaders in space

• Are significantly investing in programs

and have dedicated

personnel to the channel

• Recognizing ROI

Learning

• Investing in research about social media

conversations

• Have knowledgeable

staff follow consumer

conversations

Doing Nothing

• Do not feel social media is affecting them

• Do not have the time

or budget

Measurement/Analytics for Social Media

How big is the space?

How much is relevant?

What’s still left to score?

What is the overall

sentiment?

How well are my engagements doing?

What have I done?

What’s left to do?

Who’s important Pt. I

Who’s important Pt. II

What’s the overall topic breakdown?

Social Media vs. “Traditional” Online Tactics

• Background/Initiative:

– Client was launching a new application development platform

– New product launch planned in conjunction with promotional conferences

– Client needed to identify and engage potential customers who would have interest in attending these events

• Goal:

– Drive registrations and attendance across all planned promotional conferences

• Approach/Actions:

– Discover all relevant social media content, prioritize, analyze, determine sentiment and identify influential authors and sites for engagement

– Gather customer input to focus efforts on the critical sites and authors

– Engage in conversation to promote conferences, including Vanity URL

placement

– Connect consumers and brands to inspire action via interactive advertising and relationship marketing

Results

Higher registration percentage than any other campaign channel

Outperformed Paid Search by 2.5x

Simultaneous PR and advertising win

Overall increase in positive sentiment, increase in brand equity, greater event visibility

and exposure to non-search users

Volumes rose 200%+ around events, and settled more positive than original positions

Engagement increased average comment volume by 41%: Interaction creates

dialogue

Posted links in relevant blog threads to campaign specific “Vanity URL’s” earned

2.5x the CAR% of Paid Search

Sentiment before, during and after Joint Launch Events

TruCast

Paid Search

All Other Paid Media

26

Building a Social Media Roadmap

Marketers need to develop a roadmap and

strategy for listening, learning, leveraging and

engaging in social media conversations

Brand insight and Word-of-Mouth opportunities increase

with marketer engagement

participate 4 share 5 evaluate 6learn 3listen 2join 1 1

27

Getting Started

5 tips for leveraging social media

1.Define goals

2.Identify your audience

3.Experiment

4.Listen and learn from feedback

5.Join the conversation

•

•

–

–

–

–

–

–

•Sentiment

•Share of

Voice •Advocacy

•Community

reach

•‘Eyeballs’

•Shopping cart

•Downloads •Corporate

reach

ROI

Source: Marketing’s New Key Metric: Engagement By Brian Have, Forrester report, August 8, 2007

To replay this webcast (available within 24hrs):

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Copy of the presentation go to the following link:

http://www.visibletechnologies.com/resources/ama_webinar.php

Questions for AMA:

Marla Chupack [email protected]