Join Forrester’s Tweet Jam About Social Media Measurement: May 31st (Today!) At 2 pm Eastern

Join us again for this week's #IMChat, a weekly tweet jam hosted by the interactive marketing team at Forrester. We know that social media is important to you – during last week’s tweet jam about your digital initiatives, the term came up more than 20 times. So today, our conversation is on social media measurement. We’ll talk about existing challenges and ask how your peers are breaking through them. We even have a social media measurement pioneer, Nichole Kelly from FullFrontalROI, on hand to offer her ideas about how to make social marketing accountable.

To participate, just follow the #IMChat hashtag at 2:00 p.m. If you’d like to learn more about the rules of engagement, visit this community discussion on The Forrester Community For Interactive Marketing Professionals. To read some past archives, visit the documents section of the same community.

Here are some of the questions we'll be discussing during today’s tweet jam:

1.       What are you current challenges with measuring your social media initiatives?

2.       What tools do you use to measure social media today?

3.       What social media metrics resonate with your CMO today?

4.       Are there other marketing metrics that your senior leadership understands and appreciates?

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Guest Post: James McDavid On Mojitos And Minimal Techno At 35,000 Feet

Our London-based Interactive Marketing Research Associate James McDavid chimes in with this great tale of how listening to and embracing your fans in social media can create powerful word-of-mouth marketing:

As every dance music aficionado knows, Miami is the place to be every March as it hosts the Winter Music Conference (WMC), an event that brings together leading lights from the industry to party, share records, and make fun of Paris Hilton. So when Dutch airline KLM announced they'd be launching a new route between Amsterdam and Miami at the end of March 2011, a couple of Dutch DJs tweeted KLM to see if the airline could move the flight forward a week to coincide with the WMC. The DJs claimed that they could fill a flight from Amsterdam to Miami solely with revelers and ravers. KLM, seeing a great opportunity to show off their social savvy, offered the DJs a challenge — if they could get 150 people to register in seven days, then KLM would move the inaugural flight forward — and, as a bonus, let the DJs spin some records in the cabin.

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Starting To Play With Social Gamers

With all the interest in a reported Zynga IPO, my new report on how interactive marketers can engage social gamers is particularly timely. Social gaming is an area I'll be covering more closely this year, and I thought the best way to start my coverage would be to take a look at the demographics of players and identify the opportunities for interactive marketers. There are more than 250 million monthly active players and many different ways marketers can reach this audience. However, we were surprised to find that 84% of US interactive marketers have no plans to use games in their 2011 marketing strategies.  This creates a sizable untapped opportunity. 

In the report, you will find:

  • Data on social gamers and learn more about who they are.
  • Opportunities for marketers, including branded virtual goods and sponsored rich media.
  • Several examples of marketing tactics.
  • Tips to get started in social games.

If you are a social gaming vendor, I'd like to speak to you! Please tweet me @Shaw_Smith2

Greetings From Beautiful (And Rainy) Singapore!

I’ve been given the privilege of traveling to Singapore this week to participate in an Audience Targeting Summit being presented by Microsoft. As audience targeting is a subject that's near and dear to my heart (see The Audience Targeting Imperative), I’m very excited to have been asked by Microsoft to participate. 

I’m also excited to experience such an interesting non-US market firsthand. I’m already learning a great deal about the unique challenges and obstacles faced by marketers and agencies in the Asia Pac region. For instance, creating a cohesive, multichannel digital marketing campaign when you’re trying to coordinate efforts across a handful of countries, all with different languages, processes and rules is really challenging.  (One great place to start, I was told -- and I couldn’t agree more -- is to focus on creating a baseline level of continuity in measurement through the rollout of a common set of metrics and definitions).

On that note, I’ll be extremely interested to learn more about the audience targeting landscape here -- and its accompanying challenges and opportunities -- at the Microsoft event this Friday.

In the meantime, I’ll keep my ear to the ground for other interesting insights that I can share with the Forrester Interactive Marketing community!

--Joanna

Join Forrester's Tweet Jam About YOU: May 24th (Today!) At 2pm US Eastern

As you may have seen, for the past two weeks we’ve run a tweet jam called #IMChat. Our first two topics, CORE and social influence, were well received but really about what Forrester folks think is interesting. So it’s time to turn the social media table around. What are you interested in? What do you want to talk about with your peers?

To participate, just follow the #IMChat hashtag at 2:00 p.m. If you’d like to learn more about the rules of engagement, visit this community discussion on The Forrester Community For Interactive Marketing Professionals. To read some past archives, visit the documents section of the same community.

Here are some of the questions we'll be discussing during today’s tweet jam:

1.       What digital marketing initiatives are most important to your success within your organization?

2.      What digital marketing initiative causes you the most headaches? Why?

3.      What resources do you currently use to find answers to your digital marketing questions?

4.      How do you utilize digital marketing peers in your day-to-day decision making? Are they external or internal resources?

5.       How do you utilize third-party vendors and agencies in your digital marketing programs?

Announcing The 3rd Annual Forrester B2B Groundswell Awards

[Co-authored by Zachary Reiss-Davis]

Welcome to the kick-off for the third annual Forrester B2B Groundswell Awards! We’re excited to again read all of your great submissions and examples of innovation in B2B social media marketing. 

Josh Bernoff, one of the original authors of Groundswell, already wrote a great blog post highlighting the history of the awards that I encourage you to go read. 

For the past two years, we highlighted the B2B winners in:

Best practice research reports . . .

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From Social Media Marketer To Social Media Analyst...

I am absolutely thrilled to publish my very first blog as a Senior Analyst here at Forrester and am looking forward to providing you with a lot of exciting research and thought-provoking insights on what continues to be a hot topic in the technology industry: Social Media in B2B. As many of you know, social media is evolving at a very fast pace, and one of my goals is to keep you posted on the latest trends we are seeing and how you, the tech marketer, can utilize these insights to create effective social strategies for engaging with your customers. 

How did I wind up here at Forrester? Well, prior to joining the talented TI Tech Marketing team in April, I spent 14 years at Sun Microsystems, working in various senior marketing roles. I was fortunate enough to lead some pretty groundbreaking campaigns that utilized social media and other emerging marketing tactics. These projects ranged from executing basic marketing strategies using blogs and YouTube to very complex, multi-faceted social media campaigns to drive new product adoption for Sun's software and Java product groups. Lots of fantastic stuff that is worthy of a separate blog post!

After Sun was acquired, I spent the past year at Oracle as a Global Campaigns Manager responsible for Java, cloud computing and enterprise architecture initiatives, where social media was also a big area of focus for demand generation activities. A few months ago, I was presented with an amazing opportunity to join the Forrester team, and, to make a long story short, I have now hit the ground running with a very rigorous B2B social media research agenda and a speaking engagement at next week's Forrester IT Forum in Las Vegas. 

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HP's Earnings And The Post-PC Era

A reporter just asked me what I thought HP's earnings meant in the context of the post-PC era and I thought I'd share my response:

HP’s drop in PC shipments is not unique in the industry—Acer and other companies have also reported a drop in their recent quarters. And let me say this loud and clear: Tablet cannibalization is only a minor contributor to soft PC sales. The bigger factor is the Windows release cycle—so many consumers bought new PCs when Windows 7 came out, and without a new version of Windows this year, there isn’t the same catalyst to buy. Forrester’s data shows that 34% of US online consumers report having bought a PC in the past 12 months, and an additional 25% bought one 12-24 months ago. Tablet owners are actually more likely than US online consumers in general to have recently bought a PC: 44% in the past 12 months and 28% in the 12 months before that.

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The “Post-PC” Era: It’s Real, But It Doesn’t Mean What You Think It Does

Computing is changing. The news last week showed that loud and clear, as Microsoft bet big on Skype’s voice and video technology and Google announced partnerships with Samsung and Acer to build laptops running its Chrome operating system. These developments point to a future where computing form factors, interfaces, and operating systems diversify beyond even what we have today. The “Post-PC Era” is underway, but its definition is not self-evident.

First, some history. “Post-PC” has been a buzzword in the past few months, since Steve Jobs announced at the iPad 2 launch event that Apple now gets a majority of its revenue from “post-PC devices,” including the iPod, iPhone, and iPad—a major milestone for a company that was originally named “Apple Computer.” The phrase was also part of the public discourse in 2004, when IBM sold its PC unit and former Sun Microsystems CEO Jonathan Schwartz told The New York Timesthat “We've been in the post-PC era for four years now,” noting that wireless mobile handset sales had already far surpassed PC sales around the world. In fact, the “post-PC” concept is more than a decade old: In 1999, MIT research scientist David Clark gave a talk called “The Post PC Internet,” describing a future point at which objects like wristwatches and eyeglasses would be Internet-connected computing devices.

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CORE Lessons From Best Buy, ING And IBM

Last week I joined Matt Smith, VP of Marketing Services from Best Buy, Kim Verhaaf, director of Customer Intelligence at ING, and Matt Preschern, VP of Demand Programs for IBM, for a keynote panel: "Marketing Innovation in Action: How Being Adaptive Can Help You Innovate," at Unica's Marketing Innovation Summit.  To structure the panel, I introduced Forrester's CORE framework. If you're not yet familiar with CORE, its our mission that interactive marketers should adopt to help their firms adapt to the next digital decade. See a summary of the topic here or our research on The Future Of Interactive Marketing for a deep dive. 

Smith, Verhaaf and Preschern talked about the efforts they have underway to help their firms customize marketing experiences, optimize decisions and processes, respond to changing market conditions and empower employees and customers to advocate on your behalf. They raised some great points for interactive marketers to consider as they undertake CORE:

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