Winners of the 2013 Forrester Groundswell Awards

Today at the Forrester eBusiness Forum in Chicago, I had the pleasure of announcing the winners of the 2013 Forrester Groundswell Awards. For the seventh edition of our awards we introduced all new categories, based on Forrester’s Marketing RaDaR model, and the way social programs can support the Marketing RaDaR. So our awards this year included the following categories:

  • Social reach marketing. This category recognizes social programs that effectively delivered marketing messages to new audiences — whether by word of mouth or by using paid social ads.
  • Social depth marketing. This category recognizes social programs that helped prospects explore products in detail and make a purchase decision — such as corporate blogs and communities, and marketers’ on-site ratings and reviews.
  • Social relationship marketing. This category recognizes social programs that engaged existing fans and customers in order to increase their loyalty and lifetime value — something that most commonly happens through branded profiles on social networks like Facebook and Twitter.
  • Mobile. Okay, we admit it: This one’s not necessarily social. But this category recognizes the great use of mobile tools and programs to reach business or marketing goals.
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