This is coverage from IAB’s Marketplace; Social Media event
Josh Bernoff: Co-author, Groundswell, SVP Idea Development at Forrester Research
Tapping Social Technologies
“Social is always an ongoing activity.” – Stop thinking about it as a campaign
Spending on social marketing will increase
Customers are talking to each other. “The only way to succeed is to become a part of this conversation in a longterm and permanent way.”
Groundswell’s 4-step strategy:
- People: assess customers’ social activities
- Objectives
- Strategy
- Technology
5 Main Objectives
Roles / Groundswell Objectives:
- Research: Listening
- Marketing: Talking
- Sales: Energizing
- Support: Supporting
- Development: Embracing
Measure the right things
- Social networks: number of messages passed along
- Ratings/reviews: sales
- Communities: equivalent research value, impressions, likelihood to buy, referrals, avoided support costs, value of insights generated
- Blogs: leads, awareness, press coverage, search rank
- Videos, podcasts: build in tracking with URL
- Widgets: build in tracking
- Twitter: depends on strategy
Summary:
- Focus on objectives first, not on specific technologies
- Listening, talking, energizing, supporting, embracing – all are possible, pick one
- To maintain budget, measure what matters
As a refresher, here’s Forrester’s spending outlook:
For more on Forrester, check out my roundup of Forrester’s Marketing Forum from
April.
