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Social Brand Strategy
 

Social Brand Strategy

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Social media myths and realities

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

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    Social Brand Strategy Social Brand Strategy Presentation Transcript

    • February 6, 2009. Call in at 10:55 a.m. Eastern time Lisa Bradner Principal Analyst Forrester Research Teleconference Social Brand Strategy
    • Source: Flickr (http://www.flickr.com/) Social media is neither entirely good nor entirely evil. Theme
      • Social media myths and realities
      • Portrait of a branded social media user
      • Setting social strategy
      Agenda
      • Social media myths and realities
      • Portrait of a branded social media user
      • Setting social strategy
      Agenda
    • Definition
      • 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
    • 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
    • Reality: Social media use is growing Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
    • Even older adults participate Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
    • Social networks are strongest with youth Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
    • The vast majority does a lot of watching Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report
    • Myth: They come to talk to companies
    • 56% of consumers don’t visit company social media Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
    • Personal social connections are the most trusted Source: December 9, 2008, “Time To Rethink Your Corporate Blogging Ideas” Forrester report
    • Reality: Marketers spend on social media
    • Most marketers can’t prove profitability Source: October 17, 2008, “Metrics For Social Applications In A Downturn” Forrester report
    • So total marketing spend remains low Source: October 17, 2008, “Metrics For Social Applications In A Downturn” Forrester report
    • What it means
      • Social media is unquestionably a growing phenomenon.
      • But the role of and return for marketing are still in flux.
      • Many people do not visit social media for, by, or about brands.
      • But . . . 42% of online consumers do . . . so you do need to have a plan.
      • Social media myths and realities
      • Portrait of a branded social media user
      • Setting social strategy
      Agenda
    • Who is using brand-oriented social media?
    • Those who use one form also use others Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
    • They most often visit company-generated social media Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
    • But favorite brand content is the most influential Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
    • Brand enthusiasts are very social Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
    • Brand enthusiasts are motivated by work and fun Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report
    • What it means
      • The branded social media user enthusiastically participates in many forms of social media.
      • However, when it comes to influence and interest, not all social media are created equally.
      • Branded social media enthusiasts engage deeply at all levels of the Social Technographics ladder, so their passion can be tapped in many ways.
      • Social media myths and realities
      • Portrait of a branded social media user
      • Setting social strategy
      Agenda
    • We’re past “build it and they will come” Source: Pepperidge Farm ( http://www.pepperidgefarm.com/)
    • Step 1: Understand who social media is for.
    • Social media plays near the end of the funnel Source: June 2008 “Balancing The Funnel: Which Consumers Are Loyal?”
    • Use it to reach enthusiasts and create advocates Source: December 2008 “Social Brand Strategy”
    • Source: Nike (http://nikeplus.nike.com/nikeplus/)
    • Creative ideas Communities connected consumer Source: Facebook (http://www.facebook.com/)
    • Step 2: Make sure it’s right for your target.
    • 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
    • Men participate more than women Source: December 17, 2008, “Social Brand Strategy” Forrester report
    • Best Buy provides rich information for both men and women. Source: Best Buy (http://www.bestbuy.com/)
    • Source: Best Buy (http://www.bestbuy.com/)
    • Step 3: Choose your channels wisely.
    • Not all channels are created equally Source: December 17, 2008, “Social Brand Strategy” Forrester report
    • So do you build this? Source: YouTube (http://www.youtube.com/)
    • Or work to influence this? Source: Blogger (http://crockpot365.blogspot.com/2008/10/crockpot-cream-cheese-sausage-and-rotel.html)
    • Source: GM (http://fastlane.gmblogs.com/)
    • Step 4: Measure your results.
    • Source: NIVEA (http://www.nivea.co.uk/home)
    • Source: Priority Club ( http://www.priorityclub.com)
    • 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/)
    • Also, don’t forget information-as-a-service . . . Source: Twitter (http://twitter.com/wholefoods)
    • . . . and the importance of transparency Source: FreshDirect (http://www.freshdirect.com/brandpop.jsp?brandId=fd_ratings)
    • What it means
      • Social media is neither all good nor all evil.
      • By understanding who uses it and how they use it, you can do more to make social media work for you.
      • Have a plan, work your plan, revise your plan, and measure your return on objective for maximum results.
    • Thank you
      • Lisa Bradner
      • [email_address]
      • 617/613.8101
      • www.forrester.com