Social Brand Strategy

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Social media myths and realities
Portrait of a branded social media user
Setting social strategy

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Social Brand Strategy

  1. 1. February 6, 2009. Call in at 10:55 a.m. Eastern time Lisa Bradner Principal Analyst Forrester Research Teleconference Social Brand Strategy
  2. 2. Source: Flickr (http://www.flickr.com/) Social media is neither entirely good nor entirely evil. Theme
  3. 3. <ul><li>Social media myths and realities </li></ul><ul><li>Portrait of a branded social media user </li></ul><ul><li>Setting social strategy </li></ul>Agenda
  4. 4. <ul><li>Social media myths and realities </li></ul><ul><li>Portrait of a branded social media user </li></ul><ul><li>Setting social strategy </li></ul>Agenda
  5. 5. Definition <ul><li>Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations </li></ul>
  6. 6. The Social Technographics ® ladder Note: Groups include people participating in at least one of the activities monthly Creators Critics Collectors Joiners Spectators 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 Creators Critics Collectors Joiners Spectators Inactives
  7. 7. Reality: Social media use is growing Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
  8. 8. Even older adults participate Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
  9. 9. Social networks are strongest with youth Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
  10. 10. The vast majority does a lot of watching Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
  11. 11. Myth: They come to talk to companies
  12. 12. 56% of consumers don’t visit company social media Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
  13. 13. Personal social connections are the most trusted Source: December 9, 2008, “Time To Rethink Your Corporate Blogging Ideas” Forrester report
  14. 14. Reality: Marketers spend on social media
  15. 15. Most marketers can’t prove profitability Source: October 17, 2008, “Metrics For Social Applications In A Downturn” Forrester report
  16. 16. So total marketing spend remains low Source: October 17, 2008, “Metrics For Social Applications In A Downturn” Forrester report
  17. 17. What it means <ul><li>Social media is unquestionably a growing phenomenon. </li></ul><ul><li>But the role of and return for marketing are still in flux. </li></ul><ul><li>Many people do not visit social media for, by, or about brands. </li></ul><ul><li>But . . . 42% of online consumers do . . . so you do need to have a plan. </li></ul>
  18. 18. <ul><li>Social media myths and realities </li></ul><ul><li>Portrait of a branded social media user </li></ul><ul><li>Setting social strategy </li></ul>Agenda
  19. 19. Who is using brand-oriented social media?
  20. 20. Those who use one form also use others Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
  21. 21. They most often visit company-generated social media Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
  22. 22. But favorite brand content is the most influential Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
  23. 23. Brand enthusiasts are very social Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
  24. 24. Brand enthusiasts are motivated by work and fun Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
  25. 25. What it means <ul><li>The branded social media user enthusiastically participates in many forms of social media. </li></ul><ul><li>However, when it comes to influence and interest, not all social media are created equally. </li></ul><ul><li>Branded social media enthusiasts engage deeply at all levels of the Social Technographics ladder, so their passion can be tapped in many ways. </li></ul>
  26. 26. <ul><li>Social media myths and realities </li></ul><ul><li>Portrait of a branded social media user </li></ul><ul><li>Setting social strategy </li></ul>Agenda
  27. 27. We’re past “build it and they will come” Source: Pepperidge Farm ( http://www.pepperidgefarm.com/)
  28. 28. Step 1: Understand who social media is for.
  29. 29. Social media plays near the end of the funnel Source: June 2008 “Balancing The Funnel: Which Consumers Are Loyal?”
  30. 30. Use it to reach enthusiasts and create advocates Source: December 2008 “Social Brand Strategy”
  31. 31. Source: Nike (http://nikeplus.nike.com/nikeplus/)
  32. 32. Creative ideas Communities connected consumer Source: Facebook (http://www.facebook.com/)
  33. 33. Step 2: Make sure it’s right for your target.
  34. 34. Understand your target’s behavior Note: Groups include people participating in at least one of the activities monthly Creators Critics Collectors Joiners Spectators 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 Creators Critics Collectors Joiners Spectators Inactives
  35. 35. Men participate more than women Source: December 17, 2008, “Social Brand Strategy” Forrester report
  36. 36. Best Buy provides rich information for both men and women. Source: Best Buy (http://www.bestbuy.com/)
  37. 37. Source: Best Buy (http://www.bestbuy.com/)
  38. 38. Step 3: Choose your channels wisely.
  39. 39. Not all channels are created equally Source: December 17, 2008, “Social Brand Strategy” Forrester report
  40. 40. So do you build this? Source: YouTube (http://www.youtube.com/)
  41. 41. Or work to influence this? Source: Blogger (http://crockpot365.blogspot.com/2008/10/crockpot-cream-cheese-sausage-and-rotel.html)
  42. 42. Source: GM (http://fastlane.gmblogs.com/)
  43. 43. Step 4: Measure your results.
  44. 44. Source: NIVEA (http://www.nivea.co.uk/home)
  45. 45. Source: Priority Club ( http://www.priorityclub.com)
  46. 46. Feed reviews back into marketing Golfsmith’s use of customer-generated copy in its email newsletter resulted in 55% higher conversion and 54% higher sales per email sent. Source: Golfsmith ( http://www.golfsmith.com/)
  47. 47. Also, don’t forget information-as-a-service . . . Source: Twitter (http://twitter.com/wholefoods)
  48. 48. . . . and the importance of transparency Source: FreshDirect (http://www.freshdirect.com/brandpop.jsp?brandId=fd_ratings)
  49. 49. What it means <ul><li>Social media is neither all good nor all evil. </li></ul><ul><li>By understanding who uses it and how they use it, you can do more to make social media work for you. </li></ul><ul><li>Have a plan, work your plan, revise your plan, and measure your return on objective for maximum results. </li></ul>
  50. 50. Thank you <ul><li>Lisa Bradner </li></ul><ul><li>[email_address] </li></ul><ul><li>617/613.8101 </li></ul><ul><li>www.forrester.com </li></ul>
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