Your company’s social media opportunity

Shawn RobertsMay 20, 2009

Human attention is at an all time premium

One-way marketing is over

Affinity is everywhere

Everyone is part of the transformation

The new elements of marketing

Relevance Resonance

Context Meaning

Every company is a media company

Great Media Products

DistributionRelevant, unique content

Trust

The Opportunity

Tell & own the story of your company, products or industry

Enable relationships and communityBuild brand equity in new ways

Extend the shelf life of your contentGet more search traffic

Attract like-minded professionalsBe seen as a go-to expert

Provide ongoing product support

The Power of Thought Leadership

Source: The Society for New Communications Research

TraditionalTraditional

Social Media Peer GroupsSocial Media Peer Groups

‘Social Media’ is more than a set of tools

The reason social media is so difficult for most organizations:

IT’S A PROCESS, NOT AN EVENT– Seth Godin

Strong relationships require constant, continuous communication

Bewildering Options

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Social Technographics classifies people according

to how they use social technologies.

Forrester quantifies the number of online consumers within these groups using its consumer surveys.

The Social Technographics™ Ladder

This slide contents © 2008  Forrester Research, Inc. All rights reserved.

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blogPublish their own Web pagesUpload video theycreated Upload audio/music theycreatedWrite articles or stories and post them

Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

None of the above

Taken together, these groups in some combination comprise your company’s unique ecosystem.

By examining how they are represented in any subgroup, your can determine which sorts of strategies make sense to reach your customers.

The Social Technographics ™ Ladder

Entire contents © 2008  Forrester Research, Inc. All rights reserved.

The people you used to know

The people you know now (and the people they know)

The people you would like to know

Today’s Big Three

What You Can Do Right Now

• The Bare Minimum– Create a member profile that directs

traffic back to your company’s website– Post relevant company events and jobs– Share newsworthy articles and videos

• Next Steps– Participate in industry groups on LinkedIn– Form and moderate groups– Advertise using banner or tower ads– Blog

Business Models

Customer Support

Recruitment Research & Development

IT Infrastructure

Skills Base & Management

Advertising & Marketing

Six Common Misperceptions

• It’s free• You can make a big

splash in a short time

• If you do something interesting, it will be found

• You can’t measure results

• Anybody can do it• You can do it all

in-house

B2P Marketing

CongruentAppropriateValuableShareableContinuous

Thank you!