Help My Interactive Marketing Colleagues Benchmark "Social Maturity"

My colleagues who serve Interactive Marketing professionals are working on a study to benchmark social media maturity in organizations, the results of which will be a killer report that will allow you to map yourself against your peers. This is not limited to the marketing world we are benchmarking the entire organization. Our goal is to answer these key questions:

  • How do you define “social maturity,” and why is it important to get there?
  • Which companies are ahead of the curve in implementing social technologies for both external use (i.e., for customers/consumers) and/or internal use (i.e., for employees/partners)?
  • What have been the biggest drivers of success?
  • What are the biggest challenges?
  • What steps do most organizations need to take and why?

Here’s how you can help:

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Does Proof Exist That Social Marketing Makes Money?

The following post is from my colleague and our CMO Group Advisor, Erin Streeter. I thought this topic was critical to our community of marketing leaders. If you have any questions for us, please comment below, reach out to me, or contact Erin at


As the Senior Advisor for Forrester’s CMO Group, an executive peer networking organization, I field strategy questions from senior marketers on a daily basis. And while I’m constantly getting questions about social media (“How do we get started?”, “What is its place in our marketing mix?”, “Can we even play given our regulated industry?”), one CMO Group Member recently asked a very straightforward, but extremely challenging, question: “What proof does Forrester have that social media adds to the revenue stream?”

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Now Accepting Entries For The 2010 Groundswell Awards For Social Media

[Originally published by Josh Bernoff on the Groundswell blog.]

We first started the Forrester Groundswell awards in 2007. What a great run! We've seen applications like the one that the amazing Pete Williams used to raise a million dollars for recovery from Australian brush fires and the one that remade the rules for NASCAR. And for the people who created these award-winning applications, the awards have given them the recognition that helps them justify the great work they do.

This year, we're expanding them to match up to the expanding role that social applications play in business. It also means you have more ways to win.

We've got:

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Our New Blog Platform

Hello Marketing Leadership Professionals.


Forrester has relauched its blog platform to allow you to follow individual analysts and streams of research more easily. Here is what Cliff Condon, our guru of the new platform, has to say about the new platform. Please let me know what content you would like to see from the Marketing Leadership team as we build our individual and group voice on this new and more flexible platform.




Advertisers Are Increasingly Disenchanted With TV Advertising

On the heels of ad-centric Super Bowl Sunday, we just completed a report based on our survey of 104 national advertisers in a joint study with the ANA, fielded in December 2009 and January 2010. The results illustrate marketers’ continued lack of confidence in the effectiveness of television ads.

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Leno, O'Brien, and the Future of Media Measurement

With all of the news about Leno and O'Brien fighting for time slots on NBC's nightly post-prime time schedule, their ratings have shot up. But the fight for those slots is tough for NBC to justify since two talk show host did not equal more audience, and left the NBC affiliates and Fallon in the dust. While the ratings have risen temporarily, the overall trends has been a downward spiral.

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CMOs: Its time to mandate the customer experience

The role of the CMO is changing from "head of marketing" to "corporate executive," but only when stars align in two ways. The first is when the CMO is a general manager with marketing expertise.  The second is when the CEO declares marketing and the brand experience to be corporate objectives rather than execution against. In either case, the CMO recruited to this task must drive change across the organization, connecting the dots to achieve a coherent brand experience regardless of the point at which the customer interacts with the company.

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Is Marketing As We Know It Dead?

As we come to the end of the year, many predictions are made by many pundits and Forrester is responsible for a number of them.

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Rethinking Brand Management in the Digital Age

David Cooperstein [Posted by David Cooperstein]

Follow me @minicooper

Yesterday afternoon at our London-based Marketing Forum for EMEA, I was able to witness the first live performance by Lisa Bradner (@lisabradner), unveiling the story behind her latest report, "Adaptive Brand Marketing" which highlights how the brand management function of yore needs to change in the face of the growing complexities brought on by new communications channels to, and from, the consumer. These challenges are both digital and global challenges, as are the solutions.

Here are some highlights from Lisa's presentation:

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The Future of Agencies: What Do You Think?

David Cooperstein [Posted by David Cooperstein]

Follow me @minicooper

We’re in the process of pondering a very important question
in the industry today: what is the future of agencies? Agencies have played
such a crucial role in helping companies market their products and services for
more than a century. Names like McCann Erickson, Young & Rubicam, J. Walter
, Ogilvy & Mather, and Saatchi & Saatchi (among others) are practically
household names. There’s even a massively popular and critically acclaimed
television show
capturing life in the golden age of legendary agencies on
Madison Avenue.

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