Creators sit at the top of Forrester’s Social Technographics® ladder: They are the consumers who write blogs and articles, upload self-created video and music, post photos, and maintain their own web pages. More than any other group, Creators are shaping the face of consumer content online. We recently published a report called “Exploring The Social Technographics® Ladder: Creators.” It shows that Creators are great advocates for the brands they like, and that they have, on average, many more friends and followers to share their opinions with than any other group.
However, what was really intriguing is how much they value feedback from companies and brands. Even more importantly, more Creators expect companies to respond to positive posts about products/services than to negative ones.
This is contrary to popular belief. In fact, there’s plenty of advice out there on what you should do in a crisis or how to respond to someone who’s posted a complaint. There’s not much advice on how to handle positive feedback, but in fact, it’s one of the best ways to trigger (and motivate) your brand advocates.
After moving to a new apartment in September, I needed to get a new TV. My first instinct was to gather information from a few sources. I browsed online retailers to get an idea of prices, and I looked at manufacturers’ marketing content to understand the latest technologies like 3D TV. After all of that, I turned to consumer reviews and discussions to get a feeling for whether I would actually find those features valuable. (For example, some customer reviews helped me confirm that I didn’t want 3D TV.)
Where did I find those reviews? Everywhere — there are star ratings and comments on product pages at retail sites (like John Lewis and Amazon.com), technology media sites (like CNET) and manufacturer websites. Interestingly — I got the feeling that the manufacturers still aren’t entirely comfortable with the transparency that social media brings. They’d like to put a spin on the message, even if they can’t entirely control it — For example, Panasonic’s UK site has a page that promotes “5 Star Reviews Of The Month” (see the screenshot below). I can't think of a situation when I'd want a firm to guide me only to the most positive reviews of its products. Can you?
It’s been a couple of weeks since Dreamforce ended, and in between client engagements and research I’ve had some time to digest the event — so I’d like to share some lessons from Dreamforce 2012:
1. If you build it they will come (no, really)
Setting a record for attendance at a vendor-led technology conference, Dreamforce 2012 was BIG. With over 90,000 attendees, it was hard not to be impressed by the logistical efforts taking place behind the scenes. Think of it ... How do you feed 90,000 people in a couple of hours? Not to mention the enormous bandwidth issues for Wi-Fi and even 4G providers when you put this many social people together. Back when I was running marketing at a tech vendor, I was planning events based on how many square feet of conference space we would we need ... the Salesforce team plans on a scale of how many conference centers will they need. This was an amazingly large event with very few crowd control issues. And the mobile app for the conference made everything much easier, despite occasional Wi-Fi outages. My hat's off to the conference team at Salesforce for pulling this off.
2. Salesforce.com has adopted a business strategy which embraces social business
The proliferation of mobile and portable Internet-connected devices has made TV multitasking the norm. Forrester’s Consumer Technographics® data shows that about four out of five US online adults who own a laptop, smartphone, or tablet go online regularly while watching TV, but the intensity of interaction differs by device.
My colleague Tracy Stokes wrote about this in a report called “The New Layers Of TV Audience Insight.” Her take: Just because your TV audience is active on social and digital platforms doesn’t mean that they will blindly engage with your brand. To drive cross-media engagement, you have to have a clear call to action that easily conveys why consumers should be active across multiple media channels.
But when you do it right, there’s a lot to gain. Research from Discovery Communications shows that exposure to more digital touchpoints while watching TV can strengthen consumers' connection to content and brands, not detract from it. Discovery's study found that users who multitask with devices while they watch TV are more attentive and responsive to TV programming and advertising than the average viewer.
Today, my colleagues and I are meeting to review the 2012 entries to the Forrester Groundswell Awards. As always, we’ve got some fantastic submissions this year – which you can see on our awards site – and I’m excited I’ll have a chance to recognize the winners at our upcoming Forrester eBusiness Forum.
1. A promoted Twitter trend for #UNeedANewPhone. Those who tweeted saw offers for the new iPhone if they'd engaged with related content on Twitter.
2. A campaign called Holiday Heroes, connected with the hashtag #IfIHadSuperPowers. If users tweeted a picture along with this hashtag, RadioShack’s artists would draw a superhero costume over the photo.
3. A partnership with foursquare. RadioShack created a Holiday Hero badge. To earn the badge, which held exclusive discounts and offers, consumers had to check in at two of three Holiday Hero hotspots.
Cloud Services Offer New Opportunities For Big Data Solutions
What’s better than writing about one hot topic? Well, writing about two hot topics in one blog post — and here you go:
The State Of BI In The Cloud
Over the past few years, BI business intelligence (BI) was the overlooked stepchild of cloud solutions and market adoption. Sure, some BI software-as-a-service (SaaS) vendors have been pretty successful in this space, but it was success in a niche compared with the four main SaaS applications: customer relationship management (CRM), collaboration, human capital management (HCM), and eProcurement. While those four applications each reached cloud adoption of 25% and more in North America and Western Europe, BI was leading the field of second-tier SaaS solutions used by 17% of all companies in our Forrester Software Survey, Q4 2011. Considering that the main challenges of cloud computing are data security and integration efforts (yes, the story of simply swiping your credit card to get a full operational cloud solution in place is a fairy tale), 17% cloud adoption is actually not bad at all; BI is all about data integration, data analysis, and security. With BI there is of course the flexibility to choose which data a company considers to run in a cloud deployment and what data sources to integrate — a choice that is very limited when implementing, e.g., a CRM or eProcurement cloud solution.
“38% of all companies are planning a BI SaaS project before the end of 2013.”
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.
Adopting a social mindset requires a change in culture. Tough to accomplish. Now layer on top the added complexities of a B2B sales cycle, strict industry regulations, and dozens of regional markets. Welcome to the world of Clive Roach, Social Media Strategist at Philips Healthcare and keynote at our upcoming Forrester Interactive Marketing summit in London on May 23. Clive has managed through these complexities to create successful B2B influence marketing programs in customer communities like Philips NetForum and public communities like LinkedIn. I recently caught up with Clive to learn more about how he did it. I hope to see you in London where Clive will share the full story!
CO: What’s unique about nurturing influencers in a B2B environment?
CR: Building relationships is the key aspect of nurturing influencers in a B2B environment. In many B2B industries the sales cycle can be quite long, and much longer than in B2C situations. It is important to work towards long lasting relationships, where you can learn about the needs and interests of the influencers that you have identified and that you supply them with information and continue to have dialogue that is useful to them. In that way both parties have a win-win outcome. It is also possible to find out the channels within which they are most effective.
CO: You gained the buy-in of Philips board on your social media strategy proposal. What tips would you give to others to gain the support of the C-suite?
In 2007, Forrester published our first report on engagement. We defined it as "the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time." Fast forward five years: marketers still prioritize engagement in both principle and practice. Why? Two reasons, really. First, it's the right aspiration. When a brand gets it right and earns a place in the ongoing dialogue, its customers become its fiercest advocates and a kind of outsourced marketing department. Second, it's hard to do. Today, we're talking about ongoing interactions that somehow manage to stay authentic and personal despite the explosion of devices and customer touchpoints. So, as marketers, I believe that we prioritize engagement because we enjoy the challenge (Solving it makes victory all the sweeter!).
On May 23 in London, I'm hosting our inaugural Interactive Marketing Summit on the topic of Mastering Digital Engagement. Our external keynotes include Debbie Weinstein, Senior Director of Global Media Innovation at Unilever; Clive Roach, Social Media Strategist at Philips Healthcare; and Jermaine Dupri, Grammy-award winning producer, CEO of So So Def Recordings, hip-hop artist, and songwriter. I'm a bit in awe of their fabulousness. You can expect our keynotes to address key points such as: