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):
We work with a lot of different types of marketers at Forrester, and we always customize the recommendations we deliver to different clients based upon their unique situations and needs. But over the past few years there's one piece of advice I've found myself giving nearly every company I work with: "Hire a listening vendor."
I love listening platforms and the social data they create; it's a powerful source of information that, used correctly, can make marketers and their programs more effective. But not enough marketers are taking advantage of these benefits.
Develop your messaging. If you want to create messages that resonate with your audience, you need to know what they care about. Many of our past Forrester Groundswell Award winners have used private listening communities to craft their marketing messages; increasingly, we're seeing companies use data from public social media to guide their messaging as well.
Source your creative. We know that consumers trust what they hear from other consumers more than any other source of information -- why not use listening platforms to identify positive social content that can be included in campaign creative? I've even seen a UK bank, First Direct, use social sentiment data in an outdoor advertising campaign.
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.
Social media has given consumers a voice, and brands are extremely concerned about how detrimental a bad review can be once it is posted online. But while this has taken the spotlight and has become an important, top-of-mind issue on marketing teams, it’s vital not to ignore the simple word-of-mouth review. Our Technographics® research shows that almost half of all consumers have complained directly to a family member or friend versus the mere 3% who have posted on a web site like Yelp/Trip advisor, or the 1% who have tweeted their complaints.
Listening software has made it easy for organizations to understand the latitude of negative feelings about their companies and brands and has given them some tools to directly address a complaint online by responding to an individual. It is nearly impossible to harness the conversations going on offline among groups of friends, although the numbers show that the effects of these talks are more widespread than the ones online — especially when you take into account that research shows that consumers trust friends and family most when making decisions.
In the mid- to late-90s, many business leaders observed the advent of the Web and asked the wrong question: “What will the Internet do for us?” Instead, they should have been asking, “What will the Internet do to us?”
The difference between these two questions is the difference between a false sense of security and a necessity for action. It’s the difference between Amazon organizing itself around the online channel in 1994 and Barnes & Noble opening an e-commerce site in 1997—today Amazon is worth $55.7B and Barnes & Noble has a $1.1B market cap. It’s also the difference between newspapers struggling with a 70% decline in classified advertising over the course of a decade and eBay seeing revenues increase over 1900% in the same period.
Today, many business leaders are again asking the wrong question: “What will social media do for us?” instead of “What will social media do to us?” The difference between those two questions will define the business winners and losers of the next decade. Let’s explore what social media already is doing to business and how organizations must adapt.
There is a lot of buzz about Social Media ROI, and since the topic is complex, there will continue to be buzz about it for years to come. Brands want to know that Social Media works, what works, and how to invest their money.
Much of the results generated by Social Media can be measured quantitatively and qualitatively: transactions, decreased customer service costs, increased awareness, improved sentiment, etc. But some of the advantages from Social Media cannot be measured, because much like investments in insurance and tires, the benefits come from risk avoidance.