It's Time To End Social Exceptionalism

Nate Elliott

Today, social media is part of nearly every marketer's strategy: More than 90% of the marketers we survey are already using social tactics.

But the sobering reality is that nearly a decade into the era of social media, more social marketers are failing than succeeding. Why? Because of a problem we call “social exceptionalism.” Rather than regarding social media as just another marketing channel, marketers act as if social is somehow unique:

  • Some treat social media as an island. Too many marketers never connect social to the rest of their marketing programs. But social messages that don't match the rest of your marketing program are unlikely to contribute much value.
  • Others ask social to carry the weight of the world. No matter how social your audience, no one channel can shoulder the load of an entire marketing program on its own — as many marketers ask social to do. Successful marketing always relies on finding the right mix of platforms and tactics.
  • Most use unproven metrics to track performance. Marketers have moved past tracking only fans and followers — but few have gotten much further. Too many measure recently invented metrics like "engagement," and too few track the brand impact or conversion rate of social programs.
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Enter the 2013 Forrester Groundswell Awards!

Nate Elliott

[UPDATE, Sepember 2013: Entries for the 2013 Forrester Groundswell Awards are now closed. More than 100 companies entered more than 130 social programs this year, and we're looking forward to reviewing them and recognizing the best at our 2013 eBusiness Forum on November 5.]

The deadline for entering the 2013 Forrester Groundswell Awards is Friday, August 30 – so if you haven’t started planning your entry, now’s the time to start.

Not sure which category you should enter? Read up on our rules and FAQs, and then check out this video for even more details:

Make sure your company has a chance to be recognized by Forrester as a leader in social media – and make sure your entry is in by August 30!

Guest Post: Sarah Takvorian’s Favorite Forrester Groundswell Award Winner

Nate Elliott

[UPDATE, Sepember 2013: Entries for the 2013 Forrester Groundswell Awards are now closed. More than 100 companies entered more than 130 social programs this year, and we're looking forward to reviewing them and recognizing the best at our 2013 eBusiness Forum on November 5.]

We recently announced that we are accepting applications for the 2013 Forrester Groundswell Awards! This program recognizes companies that have best used social media to advance an organizational or business goal. As we gear up for this year’s awards, we can’t help but reminisce about those past winners that blew us away. Sarah Takvorian, the super Research Associate who helps out with our social marketing coverage, shares one of her favorites from the 2012 awards:

We received more than 100 award entries in 2012, but the B2C Talking category winner was my favorite.  Glidden’s “My Colortopia” social hub engaged the paint brand’s target audience and guided them toward the right colors and styles by providing expert advice and personalized inspiration.

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Now Accepting Entries: The 2013 Forrester Groundswell Awards

Nate Elliott

[UPDATE, Sepember 2013: Entries for the 2013 Forrester Groundswell Awards are now closed. More than 100 companies entered more than 130 social programs this year, and we're looking forward to reviewing them and recognizing the best at our 2013 eBusiness Forum on November 5.]

Every year since 2007, Forrester has recognized the very best social media programs from around the world — and I’m thrilled to announce we’re now accepting entries for the seventh annual Forrester Groundswell Awards.

The rules are simple: Entries should represent the effective use of social technologies to advance an organizational goal. The more data you can offer to prove this, the better your chances of winning. You can enter using our online form. If you win, you get a nice shiny trophy, a winner’s badge for your website, and lots of recognition from Forrester. And this year’s deadline is August 30, 2013.

There’s just one big change for 2013: We’re introducing new categories for the awards based on Forrester’s marketing RaDaR research. So this year, both our business-to-consumer (B2C) and business-to-business (B2B) awards will offer four categories:

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Groundswell B2B Awards

Peter O'Neill

One of the most enjoyable tasks as a Forrester analyst is reviewing all of the Groundswell awards submissions. And we know many of you also look forward to seeing the innovative approaches that other B2B companies use to listen to and engage with customers. This year, we received 45 entries and we judged submissions across seven categories: Listening, Talking, Energizing, Spreading, Supporting, Embracing, and Mobile. 

Earlier in November, we announced the winners and then presented a Webinar to Forrester clients where we discussed the awards process, criteria, highlights, and named all the winners. And we described why they won their awards as well as featuring many other entries that we thought warranted an honorable mention.

Download this podcast to hear more from Kim Celestre, Zachary Reiss-Davis, and myself about the Groundswell B2B Awards (it runs for around 45 minutes):

https://s3.amazonaws.com/ForresterTechnoPolitics/webinar_110812_oneill_celestre_reiss.mp3

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B2B Marketers, Get Inspired By Our 2012 Groundswell Award Winners!

Kim Celestre

Today, at the Forrester eBusiness Forum in Chicago, Nate Elliott announced our 2012 B2C and  B2B Groundswell Awards winners and finalists!  One of my most enjoyable tasks as a Forrester analyst is reviewing all of the Groundswell awards submissions. And I know many of you also look forward to seeing the innovative approaches that other B2B companies use to listen to and engage with customers.  This year, we received 45 entries and  we judged submissions across seven categories:  Listening, Talking, Energizing, Spreading, Supporting, Embracing and Mobile. 

 

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Winners Of The 2012 Business-to-Consumer Forrester Groundswell Awards

Nate Elliott

A few minutes ago I had the pleasure of announcing the winners of the 2012 Business-to-Consumer Forrester Groundswell Awards at the Forrester eBusiness Forum in Chicago. I hope you’ll take a few minutes to read through, not just the highlights below, but the full entries for all the finalists and all the winners — because once again this year we received many outstanding entries. It’s clear that social media has reached a tipping point, where savvy companies are using social tools to pursue real business objectives rather than simply chasing fans and followers. The 2012 winners put social programs to use in their organizations — successfully marketing their wares, supporting their customers, and generating insights.

Here, then, are our B2C finalists and winners for 2012.

Social Impact (Business-to-Consumer)

Winner

Million Moms Challenge Community by Blog Frog

ABC News and the United Nations Foundation partnered with BlogFrog to raise awareness and funds around issues affecting moms and babies around the world. This program identified more than 800 social influencers and activated them to create trusted content about motherhood. In total, the bloggers reached more than 15 million readers and garnered over 31 million total social media impressions. This in turn led tens of thousands of people to get actively involved: More than 15,000 people signed up for the Million Moms Challenge Community in the first two weeks.

Energizing (Business-to-Consumer)

Winner

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Preparing For The Groundswell

Nate Elliott

Today, my colleagues and I are meeting to review the 2012 entries to the Forrester Groundswell Awards. As always, we’ve got some fantastic submissions this year – which you can see on our awards site – and I’m excited I’ll have a chance to recognize the winners at our upcoming Forrester eBusiness Forum.

In the process of reviewing this year’s entries, I can’t help but think back to some of the great winners we’ve recognized in past years. In particular, one I still talk about all the time is RadioShack’s winning entry in the 2011 "Energizing" category.

The campaign for RadioShack had three components:

1.       A promoted Twitter trend for #UNeedANewPhone. Those who tweeted saw offers for the new iPhone if they'd engaged with related content on Twitter.

2.       A campaign called Holiday Heroes, connected with the hashtag #IfIHadSuperPowers. If users tweeted a picture along with this hashtag, RadioShack’s artists would draw a superhero costume over the photo.

3.       A partnership with foursquare. RadioShack created a Holiday Hero badge. To earn the badge, which held exclusive discounts and offers, consumers had to check in at two of three Holiday Hero hotspots.

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Submit Your Entry For Forrester's 2012 Groundswell Awards!

Kim Celestre

Today we officially launched Forrester's 6th annual Groundswell Awards! Since I cover B2B tech social media/online community research, I am always looking for interesting examples of how B2B companies are getting exceptional results using social media. I use the B2B Groundswell Awards winners in a majority of my client presentations, reports, and webcasts, and these best practices are often a highlight. After all, Forrester's Groundswell Awards winners inspire others to set the bar higher!   

 
My colleague, Nate Elliott, provides some guidance to improve your odds of winning here. This year, we have added "mobile applications" in our B2B category. So make sure you consider your mobile programs in addition to your social media programs when you submit your entries!
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Announcing The Sixth Annual Forrester Groundswell Awards

Nate Elliott

It’s that time of year again! That is, it’s time to look back at the very best social programs your company has run in the past twelve months, and to prepare your entry to the Forrester Groundswell Awards. This year’s entries are due on September 5, 2012 – and you can enter using our online form. We’ll be presenting the awards at Forrester Forums in October.

We’ve been lucky enough to recognize some fantastic social applications since we started these awards back in 2007 – and we’d like for you to have a great chance of winning, too. To improve your odds, we recommend you focus on two key points:

1.       Enter in the right category.This year we’ve got 17 categories spread across three divisions: Business to Consumer, Business to Business, and Business to Employee. (If you’ve entered in previous years, you’ll notice that our two B2C divisions – North America and International – have been combined into a single global division; and that our Management division has been renamed Business to Employee.) Choose the division that best describes your program’s audience (B2C, B2B or B2E), and then choose the award category that best describes the objectives of your program (for instance, Listening, Talking or Supporting). If you’re not sure which category fits best, you can review the descriptions of each category on our FAQ page.

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