You know by now that studying your audience's social behaviors is the first step in building a great social strategy. But most models for evaluating audiences’ social usage simply tell marketers how much their customers are using social -- rather than examining how commercial those social behaviors are, or what marketers should do in response to those behaviors.
To succeed in social media, we think you should map your audience's behavior to the customer life cycle. Why? Find out in our video below:
We firmly believe that the first step in building a successful social program is to understand your audience’s social behaviors and preferences.
Since 2007, Forrester’s Social Technographics® ladder has helped marketers understand how social their audiences are, and in which social behaviors those audiences engage. But social media adoption has matured, and today the vast majority of online users engage with social tools. For marketers, the question is no longer whether their customers use social media, but rather how best to use social media to interact with those customers.
So we decided it was time to develop a new framework to help marketers analyze people’s evolving social behaviors and benefit from this evolution. Today, Forrester is introducing a new model — called the Social Technographics Score — that:
Focuses on commercial social behaviors. Many surveys reveal the social behaviors in which audiences engage but make no distinction between peoples’ social interactions with friends and their social interactions with companies. In contrast, our new Social Technographics Score is based on how audiences interact with and talk about companies, brands, and products.
Helps marketers choose among social strategies. Most models for evaluating audiences’ social usage tell marketers about their customers’ behaviors but don’t tell marketers what to do in response to those behaviors. In contrast, our new Social Technographics Score measures where in the customer life cycle audiences are most likely to use social tools.
Our 2013 Forrester Groundswell Awards (submission deadline is August 30th!) are structured around the Forrester Marketing RaDaR model, with awards for outstanding social marketing in each phase of the customer life cycle. My research this quarter focuses on social reach – tactics to help people discover your brands, products, and promotions – so I want to highlight a 2011 winner demonstrating the power of advocate marketing.
In 2011, Unilever introduced a new extra-strong variant of Marmite, a yeast-based spread that no one is just “meh” about – consumers either love it or hate it. Marmite’s consumers are extremely passionate about the product, and Unilever created an exclusive community for only the top 200 fans and advocates to feed (pun intended) their excitement. Each community member received one of 200 commemorative jars of the new Marmite.
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.