Friday Flashback: My Favorite Forrester Groundswell Award Winner From 2011

Kim Celestre

In anticipation of our upcoming 2013 Forrester Groundswell awards, I have been reminiscing about our past winners. One of the great benefits of participating in Forrester's Groundswell Awards is that analysts often use the winners' (and finalists') submissions as examples of best practices. Personally, I have included our Groundswell Awards winners and finalists in event presentations, client advisories, and consulting projects. These winners have inspired many marketers who continuously seek innovative ways to incorporate social media in their marketing strategies.

One winner that I have referred to frequently — and is a personal favorite of mine — is L'Oreal.  L'Oreal won a B2B Groundswell Award in 2011 for its National Salon Facebook program. Using the Buddy Media social relationship platform, L'Oreal provided its ecosystem of thousands of salon partners with tools that helped them easily enhance their business Facebook pages with branded content, how-to-videos, and appointment-scheduling applications. I have many reasons for favoriting L'Oreal's program, but my top three are:

  • L'Oreal's campaign reflects an "outside-in" perspective.This was a true B2B2C campaign that proves how important it is to address the needs of the customer. The campaign provided content and applications to end-consumers, helped partners with shrinking marketing budgets promote their services, and helped L'Oreal get its brand in front of a wide audience of consumers. It was a win/win/win!
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Despite Impressive Growth, Facebook Is Facing Mobile Ad Challenges

Thomas Husson

Facebook now has 819 million mobile monthly active users. That’s a huge audience. That’s actually 71% of total active users.

Yesterday, Facebook reported they generated 41% of total ad revenues via mobile. That’s pretty impressive considering they generated nearly 0% end 2011 when they had already 432 million mobile monthly users. Since the launch of mobile ads in 2012, Facebook steadily increased the share of mobile in total ad revenues: it was 23% end 2012 and 30% in Q1 2013.

There is still a monetization gap in comparison to the share of their mobile audience, but that’s definitely impressive for a new product.

There are a couple of reasons for this sharp increase.  Time spent on Facebook is meaningful. Facebook’s mobile ads integrate well in the natural flow of Facebook’s news feeds. They are quite visible and are increasingly successful at driving mobile app installs. According to our European Technographics Consumer Technology Online Survey, Q4 2012, 16% of online adult smartphone owners (ages 16-plus) who use apps report that they first learned about an app via social networking websites such as Facebook. No wonder why the likes of Fiksu and other app boosters spent a lot of money on Facebook mobile ads.  Cost per click increased despite a lot more clicks and ads shown.

For this approach to be successful in the longer term, there are a couple of key questions to be answered:

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Got a Plan for Marketing Summer Camp?

Lori Wizdo

For B2B marketers, June 30th can have a ‘last day of school’ feel about it.  It’s a chance to catch our breath after a full slate of Q1’s kick-offs and launches and Q2’s promotions, tradeshows and roadshows.  But, like today’s kids, who no longer while away the summer playing in the woods or frolicking in the pool, today’s B2B marketers need to use the summer to improve: to build new skills, expand our horizons, and prepare for the new adventures that await us in the fall.  Think of it as Marketing Summer Camp. 

If I were the Activities Director at Camp B2B, I’d build a program of reflection, assessment, and improvement with a focus on::

People:  Make learning a priority.  

Pipeline: Take a hard look at marketing’s contribution to the revenue pipeline. 

Process: Identify your conversion weak spots and remediate. 

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16 Ways To Turn Content Marketing Into Business Value

Ryan Skinner

According to Digiday, current affairs website Slate demands minimum $100,000 from brands to build an “advertising content program”. Forbes asks for $50,000 a month to give brands a platform for publishing content on their site. And many companies are spending as much or more on their own content sites.

Given the mighty spend, the silence around the economics of content is deafening. There’s the high-level question of content marketing ROI­–a topic larger than any blog post. But, at a more basic level, how many marketers plan how and where their content drives business value?

Call this the content impact model:

If marketers create and distribute content to generate value, there are two simultaneous and non-exclusive paths by which value is created:

1.    Intrinsic: Consumption of the content itself brings value to the brand, by making the reader/viewer aware of the brand, its expertise or products.
2.    Extrinsic: All of the value that can be extracted by a reader/viewer arriving at or opening the content (but not the content itself).

This post looks specifically at extrinsic value. This value is created or released by mechanisms that I’ll call catalysts of content marketing value.

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Effectively Harnessing Chinese Video Platforms For Marketing Success

Xiaofeng Wang

If you still consider online video advertising merely as a complement to TV advertising in China, then you are wrong. My latest report “Marketers Embrace The Power Of Digital Video In China” tells you why.

In this report, based on the analysis of Chinese online consumers’ video consumption behavior and marketers’ spending intention, we conclude that online video is becoming mainstream to both Chinese consumers and marketers.

  • Consumers embrace online video and ad-supported entertainment. Forrester’s Technographics® data shows that 95% of metro Chinese online adults watch videos on a computer at least monthly, compared with 49% in the US. Also, 72% of metro Chinese online adults prefer advertising-supported free content over pay-per-view content.
  • Marketers are shifting ad budget from TV to online video in China. Unlike in the US and Europe where online video is taking budget from print or direct mail, marketers in China begin to shift ad budget from TV to online video.
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Guest Post: Sarah Takvorian’s Favorite Forrester Groundswell Award Winner

Nate Elliott

[UPDATE, Sepember 2013: Entries for the 2013 Forrester Groundswell Awards are now closed. More than 100 companies entered more than 130 social programs this year, and we're looking forward to reviewing them and recognizing the best at our 2013 eBusiness Forum on November 5.]

We recently announced that we are accepting applications for the 2013 Forrester Groundswell Awards! This program recognizes companies that have best used social media to advance an organizational or business goal. As we gear up for this year’s awards, we can’t help but reminisce about those past winners that blew us away. Sarah Takvorian, the super Research Associate who helps out with our social marketing coverage, shares one of her favorites from the 2012 awards:

We received more than 100 award entries in 2012, but the B2C Talking category winner was my favorite.  Glidden’s “My Colortopia” social hub engaged the paint brand’s target audience and guided them toward the right colors and styles by providing expert advice and personalized inspiration.

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The Viewability Standard Will Shake Up The Display Ads Industry, But Ultimately Benefit Publishers

Susan Bidel

Since the day the very first banner ad appeared nineteen years ago, advertisers and publishers have defined a served impression in a multiplicity of ways.  Today, advertisers have little confidence that what they are buying is what they are getting, a factor that is contributing to the downward pressure on CPMs for display ads.

The Viewability initiative, slated to take effect formally in 2014, is the industry’s first step toward remedying the uncertainty about actual served impressions.  It establishes a base line definition of what a viewable impression is and basic rules of engagement for the display ad industry, both of which I think are critical to its long-term viability. 

It seems to me that agreement and implementation of a viewability standard starts the industry down the path of greater appreciation for content, context and the important work that publishers do. This is why I chose it as the topic for my first report:  “Viewability Brings Transparency To The Display Ads Market.” In it, I examine the current state of affairs in the digital display market, review what publishers and marketers have to gain, and examine the costs involved in preparing for and executing on viewability.

A few findings from the report are particularly relevant for publishers:

  • Viewability will be table stakes by 2014. The host of technical obstacles will be overcome and a sufficient selection of measurement vendors will be accredited to allow for choice of partners
  • Accommodating the new standard offers publishers the opportunity to re-think site structures in order to optimize performance for both their constituencies – advertisers and consumers
  • New packaging and pricing options will emerge
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5 Years And 50 Billion Downloads Later, Apple Still Leads The App Store Economy

Thomas Husson

 

More often than not, people refer to 2007 and the launch of the iPhone as the key milestone that changed forever the mobile industry. Despite an incredible device, Apple struggled the first few months because its business model relied on sharing revenues with telecom operators instead of letting them subsidize its smartphones. The key milestone was in fact July 2008 and the launch of the Apple App Store because it symbolized a new era: the shift from hardware to software in the mobile industry.

While Apple was not the first app marketplace, it is fair to say it created the App economy. 5 years and 50 billion downloads later, where do we stand?   

  • App Stores: A Unique Opportunity To Engage Consumers Directly

Ask console gaming companies what they think of disruption created by app stores (now a generic term following the end of the “app store” name lawsuit between Apple and Amazon) and you’ll get a sense of what the app economy is. We’re scratching the surface of changes to come but clearly the app economy enables brands (including those who do not have a  retail presence) to get insights on consumer behaviors to create new products and to distribute them at much lower cost. Numerous consumer app stores have flourished (more than 70 different Android-based app stores in China!) but few are really succeeding. Google Play has surpassed the Apple App Store when it comes to the sheer number of available apps and both have surpassed 50 billion downloads leaving competitors in the dust. However, volume does not matter so much any more. This is all about usage, personalization and recommendation.

  • App Monetization: Not There Yet
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Just Published: The Forrester Wave: Social Depth Platforms, Q3 2013

Kim Celestre

After the past few months of immersing myself in vendor briefings, demos, customer interviews, scoring methodologies, and writing, I am pleased to announce that the long-awaited Forrester Wave™: Social Depth Platforms, Q3 2013 has been published! We included nine vendors in this Wave and evaluated them across 57 criteria to help marketers select the right technology partner to manage their social activities on their own branded website, microsite, or online community.

Social media has transformed the way that buyers discover, explore, and engage with a brand. As a result, many marketers have invested in establishing a presence on popular social networks like Facebook and Twitter yet are struggling with how to convert interactions on these social networks to a purchase. This is where social depth marketing comes in — by driving people to your own web properties, you can provide credible and current details on your products and services. And social features such as your own blog, ratings and reviews, discussion boards, online communities, and other types of user-generated content can inform and influence a purchase decision. We call these technologies and platforms "social depth platforms":

Social depth platforms are technologies that add social content and experiences to marketing sites. 

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Now Accepting Entries: The 2013 Forrester Groundswell Awards

Nate Elliott

[UPDATE, Sepember 2013: Entries for the 2013 Forrester Groundswell Awards are now closed. More than 100 companies entered more than 130 social programs this year, and we're looking forward to reviewing them and recognizing the best at our 2013 eBusiness Forum on November 5.]

Every year since 2007, Forrester has recognized the very best social media programs from around the world — and I’m thrilled to announce we’re now accepting entries for the seventh annual Forrester Groundswell Awards.

The rules are simple: Entries should represent the effective use of social technologies to advance an organizational goal. The more data you can offer to prove this, the better your chances of winning. You can enter using our online form. If you win, you get a nice shiny trophy, a winner’s badge for your website, and lots of recognition from Forrester. And this year’s deadline is August 30, 2013.

There’s just one big change for 2013: We’re introducing new categories for the awards based on Forrester’s marketing RaDaR research. So this year, both our business-to-consumer (B2C) and business-to-business (B2B) awards will offer four categories:

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