While it has been covered in many other places across the Web (start with Marco Arment, then Ben Brooks), Twitter’s API changes today should worry any social marketers who use tools and technologies that interact with Twitter.
In Twitter’s announcement, they state that they are not going to penalize “Enterprise Clients” and vendors of “Social Analytics” — every quadrant but the top right of their visualization, below. However, Twitter did not clearly delineate lines between what is and is not acceptable. To continue to grow, Twitter needs to encourage a robust and healthy ecosystem, which supports both marketers and users. In order to do that, Twitter must provide much clearer guidance about the long-term stability of its APIs and its support for businesses built on top of their data. If this requires announcements of additional fees for data usage, that will be fine as long as the rules of the road are clearly laid out.
Until Twitter does so, I expect the volume of new enterprise-ready startups centered on Twitter to reduce, and existing vendors will increase their focus on other platforms and communities as CEOs and boards of directors try to reduce their risk and exposure to future changes by Twitter.
A few minutes ago, Wildfire Interactive was purchased by Google for a reported $250 million. Of course, this is a lot of money, and a great exit for Wildfire investors, but what does it mean for social marketers, especially B2B social marketers? It is part of an ongoing trend of consolidation as many smaller vendors have been bought by major companies in the industry such as salesforce.com, Oracle, and now Google. Just looking at vendors I examined (with Kim Celestre) in our October 2011 Market Overview of Social Media Platforms for B2B Marketing (subscription required), many of them are no longer independent companies, and we expect this consolidation to only accelerate.
As a partial list, and please let me know if I missed any major acquisitions (of course, Yammer was bought by Microsoft, and Instagram by Facebook, but neither are external social marketing solutions for B2B marketers):
Involver, July 2012, Oracle
Collective Intellect, June 2012, Oracle
Vitrue, $300M, May 2012, Oracle
Buddy Media, $689M, May 2012, salesforce.com
Crowd Factory, April 2012, Marketo
Alterian, January 2012, SDL
Radian6, $350M, March 2011, salesforce.com
Unisfair, $35M March 2011, InterCall (West Corporation)
At Forrester, we’ve always strived to help our clients address their challenges from a number of different angles, and now we’re formalizing this approach with an idea called playbooks. Each playbook we write is focused on one specific business challenge and is designed to give you every detail you’ll need to be successful.
Our interactive marketing research team is hard at work writing playbooks that cover mobile marketing, email marketing, digital media buying, and more — and I couldn’t be more pleased that our first interactive marketing playbook is the Social Marketing Playbook. We’ve worked to create a playbook that’ll help you:
Discover social marketing. You’ll see how firms like Unilever and De Beers defined a vision for fitting social into their marketing plans; you’ll be able to survey the social landscape around the world; and you’ll learn how marketers like Charles Schwab and NASCAR built the business case for social spending.
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.
If you’re marketing in China, social media offers an enormous opportunity: Chinese online adults are the most socially active among any of the countries we survey worldwide, and a whopping 97% of metropolitan Chinese online adults use social tools. And this isn’t only driven by the younger generations — we find that on average Chinese Internet users ages 55 to 64 are more active in most social behaviors than US Internet users ages 25 to 34.
But a Chinese social media strategy is not that simple to implement, especially for Westerners accustomed to marketing on sites like Facebook, Twitter, and YouTube – none of which operate in this market. So before you take the leap into social media in China, be sure that you:
Back in March, I hinted at my discomfort with the way SoLoMo has come to mean technology-focused, reductive marketing campaigns usually solely focused on the “check-in.” But the reason people want to talk about SoLoMo is because of real trends in consumer adoption of technology and advanced technology behaviors. Those of you who were at Forrester’s Marketing Leadership Forum last month know that this thinking evolved into what we’ve been calling the Always Addressable Customer — a topic that I haven’t stopped talking about since we debuted it. For those of you who haven’t yet heard the term, the Always Addressable Customer is someone who:
· Owns and uses at least 3 data connected devices
· Accesses the Internet multiple times per day
· Goes online from multiple physical locations (for example: home, work, in the car, and at the mall)
These customers require marketers to think differently about their programs if they want to be effective. Always Addressable Customers don’t stop to think about their devices or “technology solutions.” Rather, technology is simply how they live their lives and get stuff done. It means that you can now reach this ultra-connected audience wherever they are, but more importantly, wherever and whenever they need you. That “need” is key here: I’m not talking about your ability to bombard your customer with irrelevant messages. I’m talking about how you can now provide true service and value to your customers whenever and wherever they need it.
I am embarrassed to admit that I have lived in the California Bay Area for 18 years and have yet to venture outside of the Los Angeles airport. Some have told me that I "am not missing much," yet others are surprised...as if one is never truly a "Californian" unless you have been to LA for a visit. Well...this year will be my first official visit "in" LA...and excited that the reason for breaking my 18-year streak is Forrester's 2012 Marketing Leadership Forum! My Tech Marketing (i.e., "Travis Martin") colleagues and I have a very energetic, interactive, and fun session in store for you. Join us to learn how to improve your marketing strategies by using "journey marketing" to engage with your customers. Peter Burris and Chris Kelley will kick off our TM track session on April 18 with "Driving Revenue With Journey Marketing." I will follow Chris and Peter with "Getting From Good To Great: How To Create A Winning Social Marketing Strategy." On day two, Lori Wizdo is presenting: "Engage Customers With Lead Nurturing" and Peter O'Neill and Tim Harmon close our TM track session with "Marketing To Customer Value."
I've been hopscotching Europe this week, seeing clients and colleagues in London and Istanbul — but my thoughts have been in Los Angeles, where in a couple of weeks I'll be giving a speech called "Taking Social Media From Cool To Critical" at the 2012 Forrester Marketing Leadership Forum.
I chose that topic because it’s a concern I hear almost every day — and sure enough, I heard it from several clients on my travels this week. "We’ve put time and resources into social media marketing, because it seemed like we had to, but . . . it’s just not having much of a business impact." By comparison, four or five years into the era of search marketing, most companies were making a killing from their SEM programs. The same goes for email marketing. But here we are four or five years into the era of social media marketing — and for many companies, social media is still a curiosity, a sideshow that attracts lots of interest but adds little value. It's still cool, but at most firms, it's just not a critical part of the marketing plan.
I think the main reason marketers still struggle to make social pay is simple: They overestimate social media as a marketing tool. Let me be clear: I'm not bashing social's value for marketing; social media can have an enormous impact on the success of your marketing programs, as we’ve seen time and time again. The point I'm making is that it can’t create that success all on its own. You need to use it as merely one tool in your marketing tool kit.
One of the reasons marketing on social networks is so popular is that the consumers a brand can reach are largely active, vocal and willing to connect -- with each other and with their favorite brands. But did you know that 22% of US online adults with cellphones access their social networks via mobile at least monthly? In my new report, I explore research that shows that these particular social networking users are even more active, vocal and willing to connect than the general population.
Consumers who access social networks via mobile over-index on every rung of the Social Technographics® ladder, except for inactives. More interesting? Mobile social users have specific, focused intentions that differ from desktop mobile users: They're interested in immediacy, entertainment, and in knowing which of their friends and favorite places are physically nearby.
Keeping in mind the specific interests of these extremely socially active consumers, marketers can optimize their already-existing social campaigns to make them even more successful for mobile users. For recommendations on how to optimize your own campaigns with little additional effort or cost, check out the full report.
Have you already optimized your social messaging for mobile users? If so, I'd love to hear what you changed and what the results were. Head to the comments section to share your case studies!