How To Be A Social Depth Winner

Kim Celestre

We are currently accepting entries for our 2014 Forrester Groundswell Awards and as we are rapidly approaching our February 28th deadline, I thought I would share some insights on what it takes to win in the Social Depth category.

For those of you who need a refresh, social depth includes all of the various social capabilities that a brand adds to its own website and/or campaign microsite in order to facilitate a buyers' exploration of the brand and its offerings. Social depth tactics can include a blog, ratings and reviews, discussion forums, curated and aggregated social content (user-generated and brand-generated) and social sign-on. These tactics provide tremendous value to marketers who have deployed them. In fact, my recent report shows how B2B marketers give social depth tactics high grades in terms of their contribution to business outcomes.

But what makes a social depth strategy stand out from the rest? First and foremost, your social depth strategy should provide the rich content and customer insights a buyer seeks when exploring your brand and products on your website. This branded and user-generated content should move a buyer from early exploration to consideration and ultimately to an actual online or offline purchase. Brands that do this really well can show how their strategy drives quality leads, conversions and online and/or offline sales.

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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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