Webinar delivered by Emily Riley of Forrester on Marketing Agencies and Social Media. Brought to you by Awareness, Inc.

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

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3. 3Entire contents © 2009 Forrester Research, Inc. All rights reserved.
About Awareness

4. 4Entire contents © 2009 Forrester Research, Inc. All rights reserved.

5. 5Entire contents © 2009 Forrester Research, Inc. All rights reserved.

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

8. 8Entire contents © 2009 Forrester Research, Inc. All rights reserved.
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

9. 9Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Social media is
complicated, give your
customers a path
through the jungle

10. 10Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Agenda
• An Introduction to POST
• The Five Objectives of Social Marketing and Case
Studies
• Recommendations

11. 11Entire contents © 2009 Forrester Research, Inc. All rights reserved.
The four-step approach to the
groundswell
P
O
S
T
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

12. 12Entire contents © 2009 Forrester Research, Inc. All rights reserved.
1) Learn about your People
• Use available data sources to understand the
social behaviors of your target audience

13. 13Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Social Media Blends Communication,
Entertainment, Research
Source: JupiterResearch/NPD Group Entertainment and Media Consumer Survey (8/08), n = 2,210 (US only)
Browsing Websites
37%
Instant Messaging
5%
Browsing Social
Networks
6%
Email
46%
Watching Online
Video
6%
Communication
Activities
Media
Activities
In a typical week, what percentage of the time you spend online is spent on each of the following activities?
Two New Categories Are
Expanding Total Time OnlineBase: Online Adults (Ages 18+)

14. 14Entire contents © 2009 Forrester Research, Inc. All rights reserved.
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
The Social Technographics Ladder
Groups include people participating in at least
one of the activities monthly.
18%
25%
12%
25%
48%
44%

15. 15Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Younger users of all types will be active
participants
38%
37%
28%
70%
15%
24%
26%
23%
50%
67%
22%
19%
24%
16%
35%
62%
29%
22%
25%
20%
45%
66%
25%
67%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Under 25
25-34, single, no kids
25-34, married, no kids
25-34 with kids
Source: North American Benchmark Mail Survey, 2008
Base: US online households
US online households

16. 16Entire contents © 2009 Forrester Research, Inc. All rights reserved.
2) Select an objective (for each market)
1. Listening (research)
2. Talking (spreading marketing messages)
3. Energizing (encouraging your most enthusiastic
customers)
4. Supporting (enabling your customers to support
each other)
5. Embracing (sourcing ideas from your customers)

17. 17Entire contents © 2009 Forrester Research, Inc. All rights reserved.
3) Develop Hypothetical Strategies
1. What does success look like?
2. Who will you involve (internally, externally)?
3. What roadblocks need to be overcome (internally,
externally)?
4. What resources are needed?
5. How will you measure your efforts?

18. 18Entire contents © 2009 Forrester Research, Inc. All rights reserved.
4) Recommend technologies, tools, and
skills
1. What technologies will be needed?
2. What are the core functions or features?
3. What skills do you need to learn?
4. What are the risks?
5. What are the associated costs (fixed/soft/ongoing)?
6. What are the important qualities you will look for in a
vendor partner?

19. 19Entire contents © 2009 Forrester Research, Inc. All rights reserved.
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”

20. 20Entire contents © 2009 Forrester Research, Inc. All rights reserved.
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

21. 21Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Agenda
• An Introduction to POST
• The Five Objectives of Social Marketing and Case
Studies
• Recommendations

22. 22Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Listening
Learning from what
your customers are
saying

23. 23Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Mattel – Listening on The Playground

24. 24Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Schwab listens in a private community

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Talking
Two-way
conversation,
not just shouting

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Let’s talk about tampons

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Kraft Foods Widget – What’s For Dinner?

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Energizing
Helping your
best customers
to recruit others

29. 29Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Skittles Lets Consumers Own The Site

30. 30Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Toyota Helps Fantasy Sports Fans
Outsmart Rivals

31. 31Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Virgin Mobile Drives Friend-to-Friend
Engagement

32. 32Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Supporting
Enabling
your customers
to support
each other

33. 33Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Staples – Ratings and Reviews are Bread
and Butter Supporting Tactics for Retail

34. 34Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Smart Car of America Encourages Fans
to Interact – Off their Site

35. 35Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Pampers Encourages Moms to Support Each
Other – On their Site

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Embracing
Involving
customers
in your
product
development

37. 37Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Starbucks solicits ideas

38. 38Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Piperlime Shoes – Listening to the
Groundswell and reacting

39. 39Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Agenda
• An Introduction to POST
• The Five Objectives of Social Marketing and Case
Studies
• Recommendations

40. 40Entire contents © 2009 Forrester Research, Inc. All rights reserved.
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.

41. 41Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Thank you
Emily Riley
+1 212.857.0774
eriley@forrester.com
www.forrester.com

42. 42Entire contents © 2009 Forrester Research, Inc. All rights reserved.
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