‘Tis the season for gifts and wishes. I have no presents for Twitter, Facebook, Yahoo and Google (and giving them gifts would violate Forrester rules), so instead I’ve dug deep into my bag of hopes to offer some wishes for these leading tech and social media companies:
For Twitter, the gift of distribution. I’ve argued plenty on this blog that Twitter has already become mainstream based on the impact it has on our culture, if not on the number of people who use the information network. It must be rewarding for Biz, Ev and the Twitter crew to see tweets become news on CNN and in Entertainment Weekly, but that doesn’t pay the bills. For Twitter to become an ad-serving powerhouse (without annoying its loyal user base), it needs more people consuming tweets — it won’t be the number of people who tweet that drives Twitter’s revenue but the number of people who read those tweets. If Twitter is to maximize the potential of its Promoted Tweets, trends and accounts, it needs as many eyeballs as possible, and so in 2011 I give Twitter the wish of wider distribution. If Twitter can succeed in being integrated in sites across the Web (as Facebook has) not just as a button but as content, the future will remain very bright for the ubiquitous blue bird.
I was speaking with an eBusiness executive today who summarized his efforts around launching a support community in three succinctly non-ambiguous words: “It ain’t easy.”
A community can have many strategic purposes: PR, brand management, product development, customer service.
My colleague Melissa Parrish has written a really helpful report called “Community Management Checklist.” If you are considering launching — or have launched and want to optimize — a community, I highly recommend this report.
If your objectives are customer service-related, you will have unique requirements such as securing and rewarding internal product experts’ participation and creating internal guidelines around when to respond. To date, there hasn't been a wealth of established best practices for support communities. To assist in launching a support community, we’ve just published my report called, “Essentials To Planning A Successful Support Community.”
As a user of support communities, I’ve often wondered about what motivated these helpful strangers to guide me through resolving a download hiccup on my iTunes upgrade or navigating the mysteries of changing toner on my new printer. I’ve learned that — while their motivation may be a mystery to me — a good community manager knows exactly why each of these super-users participate, for example, for recognition, helping other people, or product passion. Some support community managers even telephone enthusiasts to develop direct relationships with them.
It’s hard to find a firm that says: 1) We don’t care about customers, and 2) we don’t care about being good corporate citizens. That said, it’s astounding to see companies on a daily basis act in ways that show complete disregard for customers and their general well-being. For anyone within companies who cares about brand, this ought to sound alarm bells, particularly as customers become more empowered with global platforms to let others know about their dissatisfaction and as they have increasing ability to take their business elsewhere.
Two relatively new executives within companies are spending their days trying to get company actions aligned with marketing messages: the chief customer officer (or more often a VP of customer experience) and the chief sustainability officer (or more often a VP of sustainability). There is a great opportunity for these two executives to form an alliance that could strengthen both. Why?
First of all, the technology is not new at all. It is simply moving from PC and industrial environments to a marketing and mobile context.
Let’s face the reality: for now it is primarily used by brands willing to launch innovative mobile services and in search of a “wow” effect.
Few consumers are currently holding up their smartphone to interact with their environment as a totally natural gesture. Whether you look at the installed base of Junaio or Layar’s mobile users, this is a niche market.
From a pure technology standpoint, AR requires object recognition and computerization on the mobile device itself, as well as 3D rendering to superimpose images on the real world. This is a technology that only a few companies such as Metaio and Total Immersion really master.
The information displayed must be ultra-accurate and delivered in a perfectly seamless way. This is still far from being the norm for many of the so-called mobile AR applications.
To put it succinctly, mobile AR is not yet delivering its promise. There are certainly more significant short-term opportunities to tap into with Web-based and kiosk-based AR solutions, in particular related to eCommerce.
However, Forrester believes consumer product strategists should not dismiss the technology. On the contrary, it is likely to trigger disruption in the years to come and to open up new opportunities.
Is this a key technology moving forward? Yes.
Think of mobile AR as: “A way to click on the real world with your phone the way computer users navigate their desktop with a mouse. Just point in the direction you want to search, or at a place you want more info about,” which is how GeoVector summed it up in promoting its World Surfer application.
It’s the time of year again, in which we tend to look back at what has been, and look forward to what will happen. Looking at this from a professional angle, 2010 was a very interesting year for the industry: research vendors bounced back from the recession, there was an increased focus on added value, and we saw a lot of innovation happening. In our report Predictions 2011: What Will Happen In Market Research, my team and I have identified a number of trends that we expect to shape market research in 2011.
Organization, technology, and social are defining the research agenda in 2011. In fact, in 2011 market researchers need to embrace social media as an information source, recognize technology as a driver of change while understanding how to implement it effectively, and continue to identify and integrate innovative methodologies to prepare for the future ahead. This will drive, for example, the following trends:
If you’re in need of a last-minute holiday gift, how about giving the gift of charity and education? I had a series of experiences with DonorsChoose.org this year that exceeded every expectation. Never have I been more appreciated for a contribution, nor have I felt and seen the impact of a donation more directly. The affirmative feelings I received from DonorsChoose.org were so wonderful, I want to share them with you (and I’m giving gifts of DonorsChoose.org to people on my gift list this year).
I came to know DonorsChoose.org through Twitter, which distributed $50 gift cards to attendees of its Chirp Conference in April. (Classy move, Twitter!) I was not familiar with DonorChoose.org and learned that it is a site where public school teachers in the US can post classroom project requests for which they need cash. Visitors can surf the site for projects based on topics or location and may give as little as $1. DonorsChoose.org vets each teacher’s request and purchases the requested classroom materials, shipping items directly to the school.
With Twitter’s gift card in hand, I surfed the site for a worthy school project in my home state of Wisconsin. I found a request from Mrs. D’s classroom in a high-poverty area of the state. Their need was simple: 16 current children's dictionaries and 16 current children's thesauruses. Others had already donated, such as Kirsten from Santa Fe, NM, who had attended the school in the 1970s and Sharon from Bayside, WI, because "I’m a strong believer in Literacy education." I used my $50 Chirp gift for Mrs. D’s request and then chipped in another $25 of my own to help the classroom hit its necessary total.
Leaders of competitive and market intelligence teams know that something is wrong. They tell Forrester this every day. They describe it as being similar to when your car doesn’t drive quite right, but the mechanic can’t find a problem, or when you feel sick, but the doctor gives you a clean bill of health.
You know that something needs to change, but can’t seem to find a point of view to guide you toward the right way to change.
The most frequently used word to describe this problem is “credibility” — and is usually couched in questions such as “how can we build credibility with sales?” or “why isn’t our content credible with sales teams?” Forrester’s practice serving sales enablement professionals will discuss the challenge of building CMI credibility with sales during our February teleconference.
Across the tech industry, marketing and portfolio teams place massive amounts of content into sales portals and measure their success from the usage data — views, downloads, prints — from these repositories. During a recent research interview, one sales rep at a leading software company said, “I know that a lot of materials are supposed to be on our sales portals, but in my nine years, I haven’t ever taken the time to look.”
Your supply chain is broken if a sales rep can succeed for a decade without ever using your materials or even visiting the primary site holding your content!
Forrester’s Technographics® shows that online European consumers have lost their trust in traditional media as an information source. A low 30% of online Europeans state that they trust the TV as an information source. The traditional media that Europeans see as most trustworthy are radio and newspapers. About one-third agree that they trust newspapers as an information source. Funnily enough, this number varies significantly across European countries: 45% of French Internet users trust newspapers as an information source — a number that is almost three times as high as the 16% quoted by their UK counterparts!
In fact, consumers trust consumer reviews and price comparison Web sites more than manufacturers' Web sites. But what does this trust mean? How influential are consumer reviews in the purchasing process? About one in 10 online consumers takes consumer reviews specifically into consideration when making a major purchase. Information sources that influence them most in the purchasing process are going to the shop (34%), talking with family and friends (24%), and the retailer’s Web site (13%). And although we see some differences in the percentages reported by country, these top three are the same everywhere.