A Formal Social Marketing Structure Is Key To Success In Asia Pacific

Clement Teo

Discussing with Asia Pacific marketers, I often hear that they struggle to find and recruit the right social marketing skills, including data analysts. While staffing is important insofar as tactics go, having a proper team structure to execute on these tactics is, in my view, even more crucial.

In fact, they can mitigate some of these HR challenges with a properly structured social team. My report on building a usable social team structure addresses how organizational models will evolve as social marketing matures. These models include the a) Hub, b) Hub and spoke and c) distributed hub and spoke. 

The Hub, for example, is meant to help firms that are starting out on social marketing. This could be a firm that is beginning to get more serious about how social is used strategically to drive business outcomes, or one that operates in highly regulated industries like banking and finance. The centralized hub model puts all of the responsibility (and money) for social marketing in the hands of one small team. This model provides training wheels for marketers for social marketing — especially in learning how to coordinate or test social marketing campaigns in the early phases of social maturity. A centralized hub acts as an incubator for social marketing experimentation and allows other teams to focus on their own objectives until the social program can be implemented at scale with minimal risk. Execution can be in-house, but some marketers partner with an external agency for additional dedicated resources.

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Lessons From SingPost’s Social Marketing Strategy

Clement Teo

In Asia Pacific, there is growing recognition that the old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and the disruptive power of digital. Marketers need a new framework to align their marketing decisions to the customer’s experiences with the brand to define customer engagement, budget allocation, and organizational skills.

However, many companies are still in the adolescent phase of social marketing; they have crested the initial wave of social likes and followers, but are now stuck on the next steps. Few have managed to crack the social marketing conundrum — that of showing meaningful return on their social marketing investments. Marketers need to understand and map the customer journey — from enabling discovery to supporting exploration, purchase, and engagement. Astute ones will map each stage of the customer life cycle to an objective from Forrester’s marketing RaDaR model. To create discovery, the objective should be reach. To support exploration, depth is the objective. To nurture engagement, focus on relationships.

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The Pinterest Conundrum

Nate Elliott

I’ve been thinking a lot about Pinterest for the past year. I first planned to write a report about the social upstart last summer. When that deadline passed, I was certain I’d produce something in the autumn. Now here we are in the dead of winter, and at long last today we published our report on how marketing leaders should use Pinterest.

The reason it took so long? Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration.

On the one hand, there’s so much opportunity:

  • Pinterest boasts a fantastic audience. In fact, 21% of US online adults visit Pinterest at least monthly — nearly as many as use Twitter and more than use Instagram and Google+. Those users spend freely online, they’re willing to engage with brands in social media, and when they talk about products on Pinterest they drive vast amounts of traffic to brand sites.
  • Pinterest’s data has the potential to drive more sales than Facebook’s data. After all, Facebook users generate mostly affinity data: information about their tastes and preferences, based on their past experience with brands and products, that’s better suited to targeting brand advertising than direct marketing. But Pinterest users don’t only share historical affinities; they share the kind of purchase intent data that’s more commonly seen on search engines like Google. And just as ads targeted with Google’s data generate outstanding direct response, so will ads targeted with Pinterest’s data.
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How To Win A Forrester Groundswell Award For Your Social Depth Marketing Program

Kim Celestre

It's that time of year again. We have officially opened the submission process for our 2015 Forrester Groundswell Awards. You can find more details about this year's awards here. As in the past, we will have three categories: social reach, social depth, and social relationship. Show us your most innovative and successful program(s) and we may see you at the podium in April when we present the awards at the Forrester Marketing Leadership Forum in New York!

I'm frequently asked, "What makes a winning Forrester Groundswell Awards program?" To help you prepare your submissions, here's an example of a winning social depth entry from PGA TOUR Superstore last year and why it stood out:

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Want More Social Marketing Budget? Stop Measuring Social Engagement

Nate Elliott

Every week I get calls from Forrester clients asking how they can measure engagement on Facebook and Twitter. And every time, I tell these marketers the same thing: You must stop measuring social engagement.

I understand that it’s hard to measure social success: Marketers tell us measurement is their single biggest social challenge. And I know that tracking engagement feels like an easy option. But the simple fact is, engagement is not a useful social marketing success metric.

We’ve spoken with scores of social vendors who measure engagement, and none has proven if — or how strongly — engagement correlates to business success metrics like loyalty or sales. Even Facebook itself says engagement doesn’t prove success: In its marketing collateral, Facebook warns that engagement metrics are “not a reliable indicator” of whether social marketing improved your business.

Some say that engagement matters because when people like or share your posts, they reach a broader audience. And your social posts’ reach will go up slightly if people engage. But engagement can’t overcome declining organic reach. Brands’ Facebook reach is already low, and heading lower still. And data from Socialbakers shows that even the Facebook posts that receive the highest level of engagement still get 99% of their reach from paid, not organic, impressions.

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Facebook Has Finally Killed Organic Reach. What Should Marketers Do Next?

Nate Elliott

After years of pushing brands’ reach lower with one hand (and opening marketers’ wallets with the other) Facebook has finally announced the end of organic social marketing on its site.

In a Friday night blog post the social giant warned brands that “Beginning in January 2015, people will see less of this type of content [promotional page posts] in their News Feeds,” and admitted that brands that post promotional content “will see a significant decrease in distribution.”

It’s not as if marketers could count on much organic reach or engagement anyway. Ogilvy reported that in February 2014 large brands’ Facebook posts reached just 2% of their fans (a number that was falling by .5% per month). And earlier this year a Forrester study showed that on average, only .07% of top brands’ Facebook fans interact with each of their posts. But Facebook’s latest announcement will certainly make matters worse.

What should marketers do now? Today we published a report called “Social Relationship Strategies That Work” that details several options. Two of the most important things brands can do are:

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The Four Social Programs Every Marketer Should Study — A Free Webinar

Nate Elliott

Nearly all marketers say they use social media. But many aren’t getting much value from their investments. Despite marketers’ excitement about social media, many say the channel simply doesn’t offer enough return on their investment; for instance, barely one-half of those who buy Facebook ads say they’re satisfied with the business value those ads provide. The sobering reality is that a decade into the era of social media, many social marketers remain baffled by the channel.

The good news? There are success stories you can study to see how social media can work for companies like yours. In April 2014, Forrester announced the winners of the eighth annual Forrester Groundswell Awards. The awards recognize the very best in social marketing — focusing on programs that go beyond engagement metrics to deliver real business value to both B2C and B2B marketers in a range of industries.

Forrester clients can check out our report, The Four Social Programs Every Marketer Should Study. But even if you’re not a client, we’d like to offer you this content in a free Webinar on September 18 — just click here for details.

Two Things To Consider Before You Invest In A Social Content Curation Platform

Kim Celestre

Chances are, you've recently visited a brand's webpage and stumbled upon a visually appealing, Pinterest-like media gallery with photos of happy customers and the brand's products. Today, media galleries are all the rage as marketers attempt to capture the priceless content their audiences are generating on social networks and at live events. But before you run out and invest what's left of your 2014 marketing budget on a social content curation platform (see Figure 2 from this report) make sure social content curation will help you:

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The Data Digest: The Cultural Dimension Of Brand Relationships

Anjali Lai

At the root of human behavior is the impulse for connection. History is our witness: As times change, certain trends emerge that anchor shared experiences, around which people collectively rally. Today, with social media acting as a platform for ubiquitous connections, diverse consumers build solidarity around digital experiences. Beyond simply looking for deals and discounts, individuals who “friend,” “follow,” and “like” brands seek closer brand relationships. 

However, while consumers around the world want to be part of a brand community, some cultures are more enthusiastic than others. Forrester's Consumer Technographics® data shows that Latin American online adults are more passionate about engaging with brands for affective reasons than their European and Japanese counterparts:

This variation roughly parallels Hofstede’s dimensions of culture, which suggests that the differences are partially a reflection of cultural nuances: Those populations that are most motivated to share in the brand community are all-around collectivist rather than individualist.

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The Social Users Marketers Want To Reach Are On Mobile

Thomas Husson

With Facebook announcing its earnings today, it will be interesting to know more about the performance of video ads and Facebook's teen usage, following my colleagues’ research that showing young people are using the site more rather than less.

I’ll be curious to hear if there is a business strategy update, but I don’t think we’ll have more insights on what “unbundling the big blue app” really means. I think one possible option is that social data and contextual identity will be the layer on top of Facebook’s new social conglomerate.

I personally will be looking more specifically for an update on mobile app installs. There's no doubt that Facebook has disrupted the app marketing space by becoming a key player in app discovery — which is the key driver behind its mobile ad revenues.

A growing and significant part of this business comes from direct marketers looking to drive app installs, primarily from gaming and other businesses that are increasingly dependent on mobile, such as travel and retail companies. These players know the lifetime value of their apps and have calculated how much they can spend to drive each app download and still have a positive return on investment (ROI). But marketers in more-traditional businesses or who are pursuing other marketing goals should pay close attention to the unique attributes of their mobile social users and optimize their social strategies to engage them.

Why?

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