How Mature Is Your Social Marketing?

Social marketing is reaching maturity. It is moving past the awkward adolescent stage and is trying to become a responsible adult. But similar to similar to those awkward adolescent years, a social marketing program can take one step forward and one step back. Marketing leaders tell us that developing their social marketing capabilities is frustrating because they make progress in some areas and fall short on some others. And even best-in-class social marketing programs are not immune to development challenges. For example, an award-winning social marketing initiative may regress because the social marketing team fails to get more resources to grow their program(s) and/or their customers' social behaviors are changing. This is why you must assess your social marketing capabilities on a regular basis and make it part of your planning process. As soon as you become complacent, you lose your edge.

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Secure Your 2015 Social Marketing Budget Now

The 2015 budgeting season is underway, and my colleague and Research Associate Mike Carpenter has provided some excellent guidance on how to secure the resources you will need to run your 2015 social marketing programs:

Say the words social media marketing in a budget meeting and C-suiters immediately flip on their ROI blinders. Many marketers assume that executives will just “get” social, but lack of organizational buy-in continues to limit funding for social marketing programs. Thankfully there is a way to secure your budget just in time for 2015: speak in a language executives understand by building a business case for social.

In our report Get Approval To Fund Your Social Marketing Initiative, we detail the full cycle for getting an ample social marketing budget, including the steps to building a solid business case. Here are four data sources listed in the report to help you inform your case and win the funding you need:

 

 

1. Previous Campaigns

Arguing with history is tough, so flaunt your successful campaigns to fund new ones! Showing wins from previous social campaigns trumps mere speculation by providing confident directional data. By the same token, avoid highlighting campaigns that did not impact business objectives.  Budget holders will be unlikely to dole out the dough if they can not see social's connection with real business outcomes.

2. Competitive Benchmarks

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If You Are Thinking About Paying Your Influencers...Stop

Paying influencers, which Forrester defines as independent bloggers, industry analysts, and mainstream journalists, is a bad idea.

Public and analyst relations professionals have been managing influencer programs since long before the first utterance of the words "social media." They know how to strike the right balance of keeping influencers informed while gently motivating them to engage with their brand through 1:1 relationship building. Unfortunately, social media has ignited a population of "influencers" who are in it for the financial rewards more than for developing their personal brands. This has led to many brands jumping on the "pay for play" influencer program bandwagon, which, for some, has led to terrible results. For example, Microsoft learned the hard way back in June when its agency blasted out a paid blogging campaign invite to a large audience of influencers. And other brands that have been caught paying bloggers and influencers to write positive product reviews have also paid the price.  

Paid influencer programs diminish the authenticity of the message you are trying to amplify, have legal implications (if not carefully implemented), and can really irritate influencers who detest pay-for play-programs. Yet over 35% of marketers still use financial incentives. My simple advice: Don't do it!

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Jive And Salesforce Reaffirm Their Commitment To Customer Communities

Today, both Jive and Salesforce announced updates to their customer community offerings. Although their updates do not include any groundbreaking innovations (where is McKayla Maroney when you need her?), I find it interesting that Jive and Salesforce have significantly dialed up their marketing efforts for their external-facing community solutions. Historically, both vendors have primarily focused on their internal enterprise community tools and seemed to be on a gradual trajectory to building out their external customer-facing community products. Today's announcements reflect my position that customer communities are becoming the tour de force of social marketing strategies. In fact, last year we published a Forrester Wave that evaluated the ecosystem of community platform vendors in which Lithium was the leader. In that report, I discuss how brands will increasingly seek out the best-of-breed social depth tools and/or enterprise community platforms that facilitate digital interactions with their prospects and customers — on their owned web properties. In response to this demand, Jive, Salesforce

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Two Things To Consider Before You Invest In A Social Content Curation Platform

Chances are, you've recently visited a brand's webpage and stumbled upon a visually appealing, Pinterest-like media gallery with photos of happy customers and the brand's products. Today, media galleries are all the rage as marketers attempt to capture the priceless content their audiences are generating on social networks and at live events. But before you run out and invest what's left of your 2014 marketing budget on a social content curation platform (see Figure 2 from this report) make sure social content curation will help you:

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Use LinkedIn For Social Reach

I became a LinkedIn member when it first arrived on the scene as an exclusive social network for business professionals. I recall all the buzz that was spreading throughout Silicon Valley about LinkedIn, and that one needed a special “invite” to become a member. Looking back, I remember how honored I felt to be “linkedin” by a fellow colleague — I was officially in the club! Over the years, I have watched the social network evolve into an effective recruitment platform (disclaimer: I got my analyst job thanks to a Forrester recruiter who found me on LinkedIn), then to a content publishing platform after it added Slideshare, a newsfeed and its popular influencer program.

Today, LinkedIn is attracting a plethora of B2B and B2C brands that are trying to build a presence in front of 300 million professionals. There are currently more than 3 million company pages on LinkedIn. All of this brand activity begs the question: What engagement rates are brands getting on LinkedIn? We looked at the top 50 global brands and their member interactions across a variety of social networks. We found that LinkedIn’s engagement rate was lower than other social networks that also have professional members:

 

Why does LinkedIn’s engagement rate lag behind the others? Members simply do not go to LinkedIn to interact with brands after they have purchased a brand’s product. Marketers understand this — only 5% use LinkedIn for a social relationship objective (e.g. drive customer loyalty, provide customer service).

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Look Beyond The Obvious When Considering Social Login

Chances are, you have recently registered on a brand’s website or community page and were prompted to use your social network credentials. Perhaps you (reluctantly) used your Facebook login because it’s easy to remember — or it made the registration process a little less painful. 

Personally, I am finding that I am using my Facebook or LinkedIn social credentials more frequently. Just the other day, I used my Facebook login to access the scheduling tool for my favorite barre studio. I use social login out of laziness (its easier) or because my memory is maxed out on user names and passwords. But the more comfortable I get using my social network credentials, the more information I will allow the brand to access — especially if it’s a brand I trust.

And I am not alone. According to this study, over half of the 90% of consumers who encounter social login use it. And for some websites, that percentage is as high as over 80%.

So if consumers are using their social network credentials, why are marketers lagging behind? Many marketers I speak with do not think about social login as a key component of their social marketing strategy. They understand the obvious benefits like faster and easier registration, but they struggle to see social login’s potential as a complement to their social marketing strategy.

And the adoption percentages reflect this. Social login is the least-adopted social depth tactic by digital marketers:

 

 

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Three Brands Will Inspire You With Their Social Depth Strategies

If you don’t understand what social depth is, just go to your favorite retail brand website. Most likely, you will find either ratings and reviews and/or colorful photo galleries on the site, providing you with customers’ written and visual perspectives of the brand’s products. And if you are a business decision-maker, chances are that you have stumbled on an interesting blog or two on a B2B brand site. Social depth is not a new concept, but brands are increasingly coming up with creative ways to use social content to inspire and influence buyers who are on their website(s). This is because social content helps move buyers from exploration to a purchase.

At Forrester’s Marketing Forum next week (and in a soon-to-be published report), I will talk about three brands that have launched brilliant and successful social depth strategies. These brands really set the stage for innovative approaches and should provide you with inspiration as you think about your social depth marketing plans this year:

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Our Take On Lithium's Acquisition Of Klout

Today, Lithium officially announced its acquisition of Klout and its 60-plus employees. Klout has had its fair share of controversy over the years — primarily because its primary influence score tried to be a universal number, independent of context, and it provided limited offerings for marketers. So when the acquisition news leaked a few weeks ago, many of us who have been following both companies have been scratching our heads: Why would Lithium, a leading community platform vendor, spend hundreds of millions to scoop up Klout? Here is my and my colleague Zachary Reiss-Davis’ perspective on the acquisition:

  • Lithium claims that Klout will enable it to round out its social marketing offerings. Today, Lithium provides a robust community platform and a social engagement platform, providing marketers with solutions for establishing both depth and engagement. But the company lacks a solution to help marketers meet their reach objectives. According to Lithium, Klout will help it close this gap by enabling Lithium to implement future advocacy offerings and do so through Klout’s reach of 500-million-plus consumers. 
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Agile Teams Are Critical For Social Marketing Success

I often ask marketing leaders how they organize their resources for social, and the responses are rarely the same. I hear everything from: "We have one person in PR who does social part-time" to "We have hundreds of full time social marketing managers across the globe." Despite this disparity, I find that marketers often share the same level of frustration when they try to advance their social marketing initiatives. Whether they have one social marketing manager or hundreds of social marketing managers, marketers claim that their existing resources are stretched.

Quantity does not equate to quality

Marketers tell us that a lack of dedicated employees is a big pain point. And if you dig a bit deeper, you will find that this is a daunting obstacle that prevents many organizations from scaling and optimizing their social marketing efforts. Marketers often feel that the only way to scale and optimize is to hire more social marketing managers. Yes, more dedicated headcount helps, but it is not the panacea. In order to be truly organized for social marketing success, you need a new perspective.

You must have agile teams 

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