Social Brand Strategy

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

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.

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.

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

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Social Brand Strategy

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Social Brand Strategy — Presentation Transcript