This past weekend, I did something no man welcomes: The dreaded car-buying event. Sure, we men love to shop for cars, but buying one is another thing altogether. I abhor salespeople botching heavy-handed “closing techniques,” fake chumminess, the sexism of telling my wife about cup holders and showing me the engine, and one of my least-favorite lines in the human language, “I’m not sure that’s gonna fly—I’ll have to check with my manager.” Yes, this weekend was all that and more, but in the end we snagged our car and I got the chance to meet and learn from a Mass Maven (and now so can you).
A while back, I published a report and blog post that briefly introduced two types of Mass Influencers—Mass Connectors and Mass Mavens. Next week, Forrester will release a new report that defines Mass Influencers in more detail, but this weekend I had the opportunity to study a Mass Maven in the wild. So, grab your pith helmet and join me as we embark on a Mass Influencer safari.
My journey started with a decision to purchase a convertible. (Hey, we may have moved to Northern California, but it’s still California!) First stop was a dealership to look at the new VW Eos. Our salesperson was—how can I put this delicately?—uninformed. When asked what the difference was between the two versions of the vehicle, he answered, “One has more features” and left it at that.
Three months after starting at Forrester, my first report for Interactive Marketers is now available: Tapping The Entire Online Peer Influence Pyramid. Forrester subscribers can click the link to read about the Peer Influence Pyramid, which describes and shares recommendations about three types of online influencers: Social Broadcasters, Mass Influencers and Potential Influencers.
There is a lot of buzz about Social Media ROI, and since the topic is complex, there will continue to be buzz about it for years to come. Brands want to know that Social Media works, what works, and how to invest their money.
Much of the results generated by Social Media can be measured quantitatively and qualitatively: transactions, decreased customer service costs, increased awareness, improved sentiment, etc. But some of the advantages from Social Media cannot be measured, because much like investments in insurance and tires, the benefits come from risk avoidance.
If you're a marketer targeting Gen X consumers (which we define as consumers between 30 and 43), and you're not using social media or influence marketing, it's time to reevaluate your strategy. Our new report, Brands Should Reach Gen Xers Through Word Of Mouth, sheds some new light on these consumers and their use of social technologies.
Chances are you've seen an online video contest lately. In fact,
you've probably seen a lot of them: more than 20% of interactive
marketers -- including category leaders like P&G, Nike, Coca-Cola
and Sony -- tell Forrester they've run campaigns asking users to submit
online content in the past year. I've been collecting a list of dozens
of great video contests, and one contest clearinghouse site says there are 115 user-generated video contests accepting submissions right now, across a huge range of categories.
The results are in. And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity. Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!