Marketers want to boost sales through online channels and social media. Yet most start by picking Web 2.0 tools and tactics and then struggle to demonstrate how this social activity builds brand, generates demand, or produces a return on the marketing investment. To help marketers succeed in this groundswell of social activity, Forrester introduced a methodology for setting social strategy, called POST. This presentation will explain POST principles, help you understand how social media fits into the marketing mix and show how to set social strategy that engages buyers who are turning to social media while on the job.
Planetary and Vedic Yagyas Bring Positive Impacts in Life
Laura Ramos' Presentation October 29, 2009
1.
2. The Social Shift in B2B Marketing: How To Successfully Set Strategy Amidst The Groundswell Laura Ramos Vice President, Principal Analyst Forrester Research October 29, 2009
5. Web sites and email dominate marketing mix Which of the following marketing tactics does your marketing organization use? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
6. For branding: PR, TV and Web deliver results How effective are the tactics you use at building brand awareness? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
7. For lead gen: Face-to-face events close the deal How effective are the tactics you use for generating leads? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
8. Tide changes: digital tactics gain favor in 2009 How will the importance of each tactic change in 2009 marketing mix? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
9. While some emerging and traditional tactics lose ground How will the importance of each tactic change in 2009 marketing mix? Source: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey with Marketing Profs
10.
11. Reason #1: Social interactions require new marketing approaches Pre-Web or Web 1.0 interactions Web 2.0 interactions Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
12. Reason #1: Social tactics help move prospects through the funnel Reach Interest Desire Convert Enrich Retain Lifetime customers Sales qualification Large audience Poorly qualified Smaller audience Highly qualified
13. Community adoption flips the funnel around Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
16. Reason #3: Business people love social tech Groups include people participating in at least one of the activities monthly. Creators Critics Collectors Joiners Inactives 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 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 Spectators The Social Technographics ® ladder
17. Groups include people participating in at least one of the activities monthly primarily or in part for business purposes. Technology buyers are a socially active crowd Source: Forrester Research B2B Social Technographics Survey, North America And Europe, Q1 2009 *North American Technographics Interactive Marketing Online Survey, Q2 2009
22. Social strategy in four steps People Assess your customers’ social activities. Objectives Decide what you want to accomplish. Strategy Plan for how relationships with customers will change. Technology Decide which social technologies to use. P O S T
47. Thank you Laura Ramos Phone: +1 650.581.3830 Email: [email_address] Twitter handle: @lauraramos My blog: b2bmarketingpost.com www.forrester.com
Editor's Notes
Groundswell community marketing
The Quickbooks forum gets 3 million page views a year. 90% of visitors get their questions answered. The TurboTax live community is built right into the front screen of TurboTax – the product connects you with the community on the home screen. This cut support costs for TurboTax by 40%. TurboTax has assembled a panel of 17,000 people into its “Inner Circle” – internal product teams often run product ideas by this panel and get instant feedback. Finally, I’d like to cite their “Just Start” contest for Entrepreneurs, who could submit videos and compete for startup money for their ventures. They received 2,500 contest entries and through this program distributed 300,000 sample CDs for the QuickBooks product to qualified prospects.
