ADPI / ABI Annual Conference
Transcript of ADPI / ABI Annual Conference
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ADPI / ABI Annual Conference:Social Media’s Transformative Effect On Your Market Strategy
Chad Mitchell
Principal Analyst, Marketing & Strategy
Forrester Research
April 27, 2010
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16 Entire contents © 2010 Forrester Research, Inc. All rights reserved.
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Social media will impact
your business with or without you – get started
and join the conversations.
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Agenda
• What is the Groundswell?
• Why does it matter for your business?
• How you can harness it?
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Agenda
• What is the Groundswell?
• Why does it matter for your business?
• How you can harness it?
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No more shouting gentlemen
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The Groundswell empowers people
The Groundswell is…
►A social trend in which
people use technologies to
get the things they need
from each other, rather
than from traditional
institutions like corporations
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This is your company…
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…these are your customers, employees and partners in the groundswell
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This is your company and its customers, employees and partners in the groundswell
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“…are you listening to us?
“We’re talking about you…”
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Agenda
• What is the Groundswell?
• Why does it matter for your business?
• How you can harness it?
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Customers, employees and partners are using social media to make decisions
about your company?
Customers, employees and partners are using social media to make decisions
about your company?
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3 billion3 billion3 billion3 billion
181 million181 million181 million181 million
>65 million>65 million>65 million>65 million
400 million400 million400 million400 million35 million35 million35 million35 million
…and the numbers are staggering
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Social Technographics® of US online adults
Source: January 15, 2010, “Introducing The New Social Technographics®” Forrester report
Creators - 13%Conversationalists - 33%
Critics - 19%
Collectors - 15%
Joiners - 19%
Spectators -33%
Inactives - 52%
Creators - 24%
Critics - 37%
Collectors - 20%
Joiners - 59%
Spectators -70%
Inactives -17%
83%
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Word-of-Mouth + Trust = Social Media
*Trust is defined as a 4 or 5 on a scale from 1 [do not trust at all] to 5 [trust a lot].
“How much do you trust* the following information sources?”
32%
37%
39%
39%
41%
42%
43%
49%
50%
74%
TV
Radio
Print magazines
Social networking profile from someone you know
Portals
Blogs written by someone you know
Print newspapers
The Yellow Pages
Customer ratings and reviews
Email from someone you know
Source: North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)
Base: US online adults
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One out of four online adults expects you to be listening
“Which of the following describes how you expect companies to use social tools like blogs, discussion forums, and social networking sites?”
Base: 4,455 US online adults
Source: North American Consumer Technographics® Interactive Marketing Online Survey, Q2 2009
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Social media isn’t just for marketers
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You may face challenges.
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A lot of social content will come unsolicited
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But with every challenge
comes opportunity.
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Social media gives you the opportunity to listen and be
part of the dialogue.
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And you never know what you might come across.
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You may even bump into some friends along the way.
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Agenda
• What is the Groundswell?
• Why does it matter for your business?
• How you can harness it?
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Develop your groundswell strategy in four steps
P
O
S
T
PeopleAssess your customers’, employees’ and partners’
social activities.
ObjectivesDecide what you want to accomplish.
StrategyPlan for how relationships with customers, employees and partners will change.
TechnologyDecide which social technologies to use.
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Objectives – focus across the company
Role Groundswell objectives
Research Listening
Marketing Talking
Sales Energizing
Service Supporting
R&D Embracing
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www.forrester.com/groundswell
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Listening
Learning from whatyour customers aresaying
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Listening to dog owners (Del Monte)
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A conversation with customers
Del Monte: What does your dog eat for
breakfast?
George: . . . she would definitely want
bacon and eggs and she would want
ketchup on her eggs. She loves
ketchup!!!
Del Monte: Would you buy more treats
if they had vitamins and minerals as
ingredients?”
George: I would buy healthier treats
over ones that didn’t have vitamins
and minerals. . . . I try to look for amino
acids and omega 3 and fish oils.
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The result: a successful product launch
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Talking
Two-way conversation,not just shouting
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Hyatt Concierge personalizes an experience through conversations
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Ernst & Young listens and responds on Facebook
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Energizing
Helping your best customersto recruit others
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Gen X customers talk for Commonwealth Credit Union
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American Family Uses Facebook For Agent Development and Recruitment
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Use tools such as Digg and Technorati to find top influencers
Source: Digg
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Reward enthusiasts and advocates
Every successful
community has its own form of “kudos”
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Supporting
Enablingyour customersto supporteach other
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Cleveland Clinic helps doctors and researchers connect
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Embracing
Involving customers in your product development
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Engaging enthusiasts can happen across owned and connected sites
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Loblaw turns reviews into innovation
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Useful tools make consumers more loyal
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Strategy
• Objectives are the key to a successful social strategy
• Analyze your people and objectives before deciding
on strategy and technologies
• Listening, talking, energizing, supporting, embracing
– all are possible, but pick one
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Technology – Key sites and tools
• Social Networking Sites
– Facebook, largest and fasted growing, used for communication
– LinkedIn, for professional networking, recruiting
– MySpace, large legacy, popular for music and entertainment
– SERMO – Doctor only social networking site
• Micro-Blogging Platforms
– Twitter, quickly growing in popularity, allows for immediate one-to-many communication
– Yammer, small but robust platform that allows twitter-like communication within a single company or group
• Community Platforms
– General community vendors include Telligent, Jive, Pluck, Awareness
– Listening community vendors include Communispace and Passenger
• Blogs
– Vendors include WordPress, Moveable Type, KickAps, Pluck
• Collector sites
– Technorati, digg, summarize.com
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Technology for Listening
• Free tools
– Google analytics (blog search)
– Yacktrack
– Socialmention.com
• Technology platforms
– Techrigy
– Radian6
– Sysomos
• Technology and Service offerings
– Nielsen
– TNS
– JDPower
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What it means
• The Groundswell values what businesses do best—
intimacy, attentiveness and knowing what your
customers want
• By embracing social technology tools you can reach
more potential customers without losing your identify
or changing the way you do business
• The Groundswell is here to stay so get out ahead
and connect to your customers the way they connect
to each other
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Getting started - Earn your social media merit badge1. Register @ Facebook – search for your firm
2. Register @ Twitter – post one tweet
3. Register @ LinkedIn – create a profile for your firm
4. Visit www.yelp.com – do one search on your firm
5. Visit www.digg.com – do one search on your firm
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Chad Mitchell
+1 617.613.8847
www.forrester.com
@mitchellmktg
Thank You