Marketing Agencies & Social Media: What Marketers Expect from Their Agencies Presenter: Emily Riley Senior Analyst, Forrester Research Moderator: Mike Lewis @bostonmike VP of Marketing, Awareness, Inc.

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Marketing Agencies & Social Media: What Marketers Expect from Their Agencies Emily Riley Senior Analyst Forrester Research April 29, 2009

Blogs Banners Search MySpace Facebook Forums RSS Ratings Reviews Microsites Widgets Linked-in Site analytics Behavioral Targeting Banners Search YouTube Engagement Influentials Podcasts Widgets Community

Social media is complicated, give your customers a path through the jungle

Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations

An Introduction to POST

The Five Objectives of Social Marketing and Case Studies

Recommendations

The four-step approach to the groundswell People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use P O S T

1) Learn about your People Use available data sources to understand the social behaviors of your target audience

Use available data sources to understand the social behaviors of your target audience

Social Media Blends Communication, Entertainment, Research Source: JupiterResearch/NPD Group Entertainment and Media Consumer Survey (8/08), n = 2,210 (US only) In a typical week, what percentage of the time you spend online is spent on each of the following activities? Base: Online Adults (Ages 18+) Communication Activities Media Activities Two New Categories Are Expanding Total Time Online

The Social Technographics Ladder Groups include people participating in at least one of the activities monthly. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above 18% 25% 12% 25% 48% 44%

Younger users of all types will be active participants Source: North American Benchmark Mail Survey, 2008 Base: US online households US online households

2) Select an objective (for each market) Listening (research) Talking (spreading marketing messages) Energizing (encouraging your most enthusiastic customers) Supporting (enabling your customers to support each other) Embracing (sourcing ideas from your customers)

Listening (research)

Talking (spreading marketing messages)

Energizing (encouraging your most enthusiastic customers)

Supporting (enabling your customers to support each other)

Embracing (sourcing ideas from your customers)

3) Develop Hypothetical Strategies What does success look like? Who will you involve (internally, externally)? What roadblocks need to be overcome (internally, externally)? What resources are needed? How will you measure your efforts?

What does success look like?

Who will you involve (internally, externally)?

What roadblocks need to be overcome (internally, externally)?

What resources are needed?

How will you measure your efforts?

4) Recommend technologies, tools, and skills What technologies will be needed? What are the core functions or features? What skills do you need to learn? What are the risks? What are the associated costs (fixed/soft/ongoing)? What are the important qualities you will look for in a vendor partner?

What technologies will be needed?

What are the core functions or features?

What skills do you need to learn?

What are the risks?

What are the associated costs (fixed/soft/ongoing)?

What are the important qualities you will look for in a vendor partner?

Tools used to accomplish objectives Corporate function Typical groundswell objective Appropriate social applications Research Listening — gaining insights from listening to customers • Private communities • Brand monitoring Marketing Talking — using conversations with customers to promote products or services • Blogs • Communities • Social networking sites • Video or user-generated sites Sales Energizing — identifying enthusiastic customers and using them to persuade others • Brand ambassador programs • Communities • Embeddable “widgets” Support Supporting — making it possible for customers to help each other • Support forums • Wikis Development Embracing — turning customers into a resource for innovation • Innovation communities • “Suggestion boxes”

Summary Use this POST framework when you return to your job Develop your social computing strategy based on objectives The power is in the hands of the participants – so participate

Use this POST framework when you return to your job

Develop your social computing strategy based on objectives

The power is in the hands of the participants – so participate

Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations

An Introduction to POST

The Five Objectives of Social Marketing and Case Studies

Recommendations

Listening Learning from what your customers are saying

Mattel – Listening on The Playground

Schwab listens in a private community

Talking Two-way conversation, not just shouting

Let’s talk about tampons

Kraft Foods Widget – What’s For Dinner?

Energizing Helping your best customers to recruit others

Skittles Lets Consumers Own The Site

Toyota Helps Fantasy Sports Fans Outsmart Rivals

Virgin Mobile Drives Friend-to-Friend Engagement

Supporting Enabling your customers to support each other

Staples – Ratings and Reviews are Bread and Butter Supporting Tactics for Retail

Smart Car of America Encourages Fans to Interact – Off their Site

Pampers Encourages Moms to Support Each Other – On their Site

Embracing Involving customers in your product development

Starbucks solicits ideas

Piperlime Shoes – Listening to the Groundswell and reacting

Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations

An Introduction to POST

The Five Objectives of Social Marketing and Case Studies

Recommendations

Recommendations Embrace the fact that consumers communicate with each other about you. Use the POST Methodology to create a “people” driven social strategy. Select one objective per initiative to have the most impact.

Embrace the fact that consumers communicate with each other about you.

Use the POST Methodology to create a “people” driven social strategy.

Select one objective per initiative to have the most impact.

Thank you Emily Riley +1 212.857.0774 [email_address] www.forrester.com

Emily Riley

+1 212.857.0774

[email_address]

www.forrester.com

Next Twebinar from Awareness Creating a World Wide Rave through Online Communities with David Meerman Scott, Author of World Wide Rave May 13 th 2PM ET Register at awarenessnetworks.com

Creating a World Wide Rave through Online Communities with David Meerman Scott, Author of World Wide Rave May 13 th 2PM ET Register at awarenessnetworks.com