Earlier this year, Josh Bernoff and Augie Ray introduced a new way to look at influential consumers called Peer Influence Analysis -- and showed off some great data from the US market to support their analysis. I’m pleased to report that we now have this same data available in Western Europe as well.
Peer Influence Analysis introduces that idea that there are two distinct groups on influential consumers online: 1) the Mass Mavens who use blogs, forums, and review sites to share complete opinions about brands and products online (creating what we call "influence posts"), and 2) the Mass Connectors who use sites like Facebook and Twitter to connect their friends to influential content from companies and consumers (creating what we call "influence impressions"). Josh and Augie found that both types of influence were highly concentrated: In the US, only 13.8% of online consumers create 80% of influence posts, and just 6.2% of online consumers create 80% of all influence impressions.
Somewhat remarkably, in my new report on peer influence in Europe, we found that peer influence in Europe is further concentrated still. Across Western Europe, just 11.1% of online users create 80% of all influence posts -- and only 4% of online users are responsible for 80% of all influence impressions:
I've always loved examples of the crossover between online and offline influence; my 2009 report The Analog Groundswell contains some of my favorite examples of that overlap. Our new London-based Interactive Marketing Research Associate James McDavid is here with the story of how Smirnoff brought social media into the real world -- and how it had a bit of fun in the process:
The weekend of November 27th saw the culmination of a multinational marketing campaign by Smirnoff that showed the extent to which a clear, well-executed social media strategy is able to drive engagement with a brand across multiple regions and interactive channels.
Using Facebook pages and Twitter accounts, Smirnoff asked fans and followers in 14 cities (such as London, Rio, Miami and Bangalore) what made the nightlife in their city unique -- and then wrapped all the best elements from each city into shipping containers and delivered them to other host cities. Smirnoff posted a steady stream of Facebook status updates asking fans to say which city they’d like to exchange with. The company also made videos showing the shipping containers being filled -- as well as videos of the parties to celebrate the crates' departures -- and posted them to its YouTube channel. Once the crates arrived, Smirnoff threw the parties in its new locations, with its fans and attendees generating even more content and sharing it online.
His big takeaway is that consumers are still much more likely to provide feedback directly to companies through more traditional channels (like surveys, phone calls, email, and postal mail) than provide feedback through social channels. More specifically, 71% of US consumers who had unsatisfactory service interactions in the past 12 months provided feedback through at least one traditional channel (including email), while only 16% provided feedback through any of the social channels we asked about.
Despite the buzz around social media, this data shows that the majority of customer feedback comes directly to companies via surveys, phone, and email. Organizations should implement sophisticated voice-of-the-customer programs that use text analytics and other technologies to mine this information to better understand customers' needs and the issues they're dealing with, identify best practices, and come up with improvements whenever possible.
Something amazing has happened to social media in the past couple of years: Overall adoption of social technologies has effectively reached saturation. We're now at the point where more than 80% of US online users engage with social media - and although there's been some hand-wringing over the fact social media adoption has plateaued at that level, let's keep things in perspective: 80% engage with social media! That's as many people as own a DVD player or use SMS.
This kind of scale gives marketers the potential to generate reach through social media. Sure, it's a new and unfamiliar kind of reach for many marketers - rather than just shouting uniform messages at millions of people, they must engage directly with their audiences and then hope those audiences turn around and talk to and influence millions more users. But as we've proven, this new model of reach can also provide the same kind of massive scale that the old reach models did: Just a tiny handful of Mass Connectors will create 256 billion influence impressions in the US this year.
If you’ve ever talked to Forrester about social media, chances are you’ve heard of the Social Technographics® Ladder -- our tool for measuring how people use social technologies and for helping marketers (and product strategists and market researchers and others) understand how to engage with those people in the social Web.
Today we’ve released our new 2010 Social Technographics data worldwide (you can see the US data here), and you’ll notice that this year, for the first time since we introduced the ladder, we’ve added a new category of social engagement. The new category -- “Conversationalists” -- is designed to capture the short, rapid conversations that are now taking place on Twitter and through Facebook status updates. How many people are engaged in these behaviors? Almost one-third of European online adults participate in these rapid public conversations every week. In just over two years, this activity has come from nowhere to become one of the most popular social behaviors we track.
And this Conversationalist activity has come along at just the right time, too -- because more “traditional” forms of online contribution have levelled off. The percentage of online Europeans who post their own blogs, videos, photos, or other media -- what we call “Creators” -- hasn’t grown in either of the past two years. And the percentage who participate in message boards and forums or who post comments on blogs or other social sites -- what we call “Critics” -- has grown just one percentage point in Europe each of the past two years.
There were certainly some compelling arguments made in favor of this approach — not the least being that it's a highly cost-effective way to provide improved services to taxpayers who ultimately foot the bill for government IT efforts. As an investor in government IT (I pay taxes), I'm fully supportive of anything that improves services and reduces costs!
One of the most memorable quotes came early on from Carl Malamoud when, in his opening keynote, he suggested, "If we can put a man on the moon, surely we can launch the Library of Congress into cyberspace." (See his keynote below).
Today, Forrester and Harvard Business Review Press released the print version of Empowered, a book by Forrester veterans Josh Bernoff and Ted Schadler. This book is a quick and worthwhile read for just about anyone who wants to consider the changing role of technology in the workplace. After several reads of this book, I have found that in addition to a lot of great statistics, quotes, and case studies, there is a valuable message for how companies MUST change their philosophy and approach toward new technologies in order to stay innovative.
As a quick example of how quickly the technology landscape is changing, stop for a moment to consider just how many times in the past few days you have:
Received an invitation to LinkedIn.
Seen a personal acquaintance using Facebook.
“Tweeted” or heard someone comment on “tweeting.”
Checked your mobile phone — or seen a commercial for a cool new mobile app.
The new book Empowered highlights the benefits of empowering HEROes (highly empowered and resourceful operatives) within the workforce. As we approach our first-ever CIO Forum in October, I’m looking around for great examples of how governments are using social technologies to empower employees to serve empowered citizens.
When I think of government IT projects, I often think of multimillion-dollar projects lasting years before going live. But it doesn’t always have to be that way, as the following example illustrates.
Peter Koht is a HERO working for the City of Santa Cruz Redevelopment Office. In 2009, the city was facing its worst budget crisis (a problem familiar to many city officials). Running out of options, the city had already shut down civic services such as the community pool, museums, and a family resource center when it faced up to the reality that the people of the city needed to be involved in the decisions about what services to cut. Unfortunately, the voices too often heard at civic meetings were representatives of the extreme viewpoints at either end of the political spectrum. In an effort to collect more ideas from the silent majority, Peter suggested the city could tap into social media to connect with its citizens. Lacking any kind of budget or resources, Peter had to rely on the help of three volunteers to get a community site up and running in a week.
One of my favorite things to do here at Forrester is judge the Groundswell Awards. Started by Josh Bernoff as a way to drive increasingly practical discussion regarding the real benefits that derive from exploiting social media, judging these Awards is among the most collaborative things we do within Forrester's research community. Moreover, as we compare submissions across years, the Awards give us a chance to ask, "How is the state of the art changing in the world of social media?" Finally, each and every submission becomes a case that we can use over and over as we help clients navigate the turbulent waters of the social sphere. Very cool stuff.
Imagine the Forrester analysts that help role clients with social media -- Josh et al. -- sitting around a virtual table discussing the details of each individual submission. We consider all the POST attributes -- people, objective, strategy, and tools/tactics -- highlighting what's innovative, what's working, and what's generating returns. It reminds me a bit of being a kid and getting the Sears Catalog in the mail at the beginning of the holiday season. For those that weren't around before Lindsay Lohan was born, the Sears Catalog was the compendium of every toy, sporting good item, musical instrument, etc., that could possibly emerge from that big box from Grandma. Like me with my siblings, we analysts metaphorically sit on the sofa with the Groundswell Award submissions in our laps, pointing at the examples that we think are most cool and worthy. I say "like," of course, because I haven't yet found myself bouncing off the walls, screaming gibberish, like I did when I first saw the red bicycle I got when I was nine years old.
The deadline to submit your entry into the Forrester Groundswell Awards is on August 27, just two weeks away. The submissions we received last year, which we wrote up in this Forrester report, provided invaluable assistance to Forrester clients seeking ways to optimize Groundswell-related investments.
We hope you’ll participate this year as well. Josh Bernoff, one of the authors of Groundswell, just posted his advice on how to create a great entry. I have reposted it below for our technology industry clients:
If you haven't entered yet but plan to, this advice is for you. (If you just want to see other people's entries, click on the items at the left of the Awards site.)