Many of the case studies you've seen me write about are B2C. But in the report on ROI of Social Media, I gathered data on B2B companies too. Here's a list of B2B communities.
Many people know Intel by their catch tune, "Inside Intel." And what's inside are the most amazing microprocessors that allow us to do great things back 25 years ago people could only imagine. Key to having been an innovator is always innovating. Intel- when they first came out with a new chip-- think back to the 286 processor and then transition to the 386. They met with some resistance in getting computer manufactuers to be interested in the chip. Why would you need more computing power?
So instead of staying stuck or ditching the product, Intel brought together a multidisciplinary team of individuals to tackle the problem. The net-net is that the team realized that its the end-user who is really their customer! when they went into computer shops and talked to the customers, they asked, "Would you like to be able to have many files open at once? Would you like to be able to run graphics programs, plays games, etc...." The customers responded positively with, "Of course we would!" That drove the computer store operators to tell the computer manufacturers to get those intel chips in their computers. Ah... I love that "voice of the customer" story.
But what I love more is that Intel innovated, why? Because they listened. That's a skill most companies don't have. And with social media, Intel has put their listening on dual processor tubro charged power. They know that their ability to innovate and lead the market is based on harnessing the power, knowledge and collaboration among customers, resellers, etc.. and Intel.
When we embarked on this project I wasn't sure if it would be a complete failure or a roaring success. Still, the optimist in me suggested it might work. The timing of launching the survey, just before the Christmas Holiday period was risky. However I'm pleased to say the results so far have been better than expected.
Those of you who read my original blog post, "Can Social Media Penetrate The Exec Suite?", know that this survey was also an experiment to see the reach of social media into the C-Suite. So let's look at that question first. Based on the interim results at the end of December 9% of the respondents reported being at the C-level. That's certainly above the percentage we might have expected based upon the number of C-Level execs in the general population. So even at this early stage we might reasonably conclude it is possible to penetrate the C-Suite through social media.
I've had the opportunity over the past year to work with a lot of banks and credit unions, insurance providers, and investment management firms. Marketers at financial services companies face a number of challenges other marketers don't -- most importantly, confusing and often ill-defined government regulations -- but yet I've been impressed with the social media efforts I've seen from many companies in this category.
I've decided to research and write a report on how financial services marketers can most effectively use social media. We'll be including lots of our data on how different types of financial customers engage with social media, of course -- but I'd also like to collect more insight from the marketers' perspective.
If you're a financial services marketer, and you're willing to walk us through examples of how you've used social media, talk to us about how you manage risk and work with your legal and compliance departments, and share with us some of the lessons you've learned in social media marketing, then we'd love to talk to you. You can contact me directly at: nelliott at forrester dot com. Thanks!
Canadians with online access are active users of social technologies like blogs, forums, social networks, and user-generated content: According to our North American Technographics® Q3 2009 survey, 79% of online Canadians engage with social media at least once each month.
When you regularly have conversations with your colleagues about social media activities, the platforms, and the impact on consumers you might find this 'Conversation Prism' graphic useful. Brian Solis and Jesse Thomas of JESS3 build this helpful chart that shows the activities and the networks that make the Social Web.
At the end of October I hosted a Consumer Market Research Track Session at the Forrester Consumer Forum in Chicago, and one of the speakers was Gian Fulgoni, CEO from Comscore.
For years, a debate has raged in the online space about the merits of panel-centric versus site-centric measurement, and with companies now trying to get a grip on the behavior of consumers across multiple channels, measurement complexity will only increase. Gian showed a slide that nicely summarizes the debate between site measurement (Web analytics) and audience measurement (panel based):
What is the CIO's role in driving social media into organizations? Listening to many of our clients it seems that it is often that of "social police" - IT gets asked by legal to block any and all social media applications. While in some cases security concerns drive the decision, in others it's deemed a compliance issue. There are also those who believe blocking social media improves productivity.
The trouble with this approach is that it assumes social media can and should be stopped with technology. The fact is many people are already using web-enabled social applications in the workplace on their own personal smartphones (