Posted by Zach Hofer-Shall on June 7, 2010
I am pleased to announce that we've just kicked off the 2010 Forrester Groundswell Awards. We are now open to submissions detailing how you've put social media to work for your company. This is the fourth running of the awards (and my third year helping judge and organize the entries), and I am truly excited to see the state of the industry as it continues to mature.
This year I'm specifically looking forward to reviewing the "Listening" category entries. There are a lot of businesses out there that listen to social media, but how many of them achieve Social Intelligence and truly use "listening" to inform their business decisions and drive better marketing? If you can prove the business value of your listening initiatives, please submit your entry for either the B2B or B2C Listening categories.
Last year's B2C Listening winner, NASCAR's Fan Council, used an online community for market research. It conducted three times its planned research goals at 80% less cost -- and discovered insights from fan discussion to change NASCAR rules to include a double-file restart (disclaimer: I don't fully understand NASCAR rules and cannot explain what a "double-file restart" means, but was still impressed that it changed the official rules based on insights from tits customers) and in turn improved overall brand sentiment. NASCAR actually listened to its fans, acted on the insight, and generated real business results -- a real Forrester Groundswell Award winning case.
If you have a great social media case study to share, head over to Josh Bernoff's blog post for more details and links to the official entry forms.
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