Ama Webcast 5.22.08

AMA Marketing Effectiveness
Online Seminar Series

Marla Chupack - Moderator
American Marketing Association

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

www.MarketingPower.com

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1. Will I be able to get copies of the slides after the event?

Yes

2. Is this web seminar being taped so I or others can view it after
the fact?

Yes


SOCIAL MEDIA LANDSCAPE
FORRESTER

Peter Kim
Senior Analyst

Theme

Focus on the relationships,
not the technologies


US consumers are TV fanatics, but internet is gaining quickly

“In a typical week, how many hours do you spend doing each of the following?”

Base: US adults

Source: North American Technographics ® Benchmark Survey, 2007


We know consumers love to hate advertising
“Do you agree with the following statements?”

“I'm annoyed by the amount
of advertising today.”
58%

“Advertisements help me
decide what to buy.”
14%

Base: US adults

Source: Forrester’s North American Technographics Benchmark Survey, 2007


Consumers may not trust ads, but they trust each other

If you had to choose only one source of information to find out about a product (before purchase)
what would it be?

Base: US adults
Source: Forrester’s North American Technographics Technology, Media, And Marketing Benchmark Survey, Q3 2007


The stage is set for more vocal consumers

Uses each at least monthly or often

Base: US online adults

Source: North American Technographics Benchmark Survey, 2007


Social computing (aka Web 2.0) becomes the norm

Social computing is a social structure in which
technology puts power in communities, not
institutions.


Social Technographics groups consumers by participation

• Publish Web Page
Creators • Publish or maintain a blog
18%
• Upload video to sites like You Tube

Critics • Comment on blogs
25% • Post ratings and reviews

Collectors • Use RSS
12% • Tag Web pages

Segments include consumers
participating in at least one Joiners
of the indicated activities • Use social networking sites
at least monthly 25%

• Read blogs
Spectators
48% • Watch peer-generated vide o
Understand how far • Listen to podcasts
your customers can
be “pushed up the Inactives
• None of these activities
44%
ladder”

Source: North American Social Technographics Online Survey, Q2 2007

Age is also a major indicator of adoption

Percent of each generation in each Social Technographics category

Younger Older
All Adults Gen Y Gen X Boomers Boomer Seniors
(18+) (18-27) (28-41) (42-51) (52-62) (63+)
Creators 18% 39% 24% 12% 8% 5%

Critic 25% 41% 30% 22% 15% 13%

Collectors 12% 22% 15% 9% 5% 4%

Joiners 25% 59% 33% 15% 8% 4%

Spectators 48% 63% 55% 46% 39% 30%

Inactives 44% 25% 37% 48% 55% 66%

Source: North American Social Technographics Online Survey, Q2 2007


Social strategy requires objectives

1. Listening: what customers are really saying
2. Speaking: create a dialogue with prospects and customers
3. Energizing: create customer evangelism
4. Supporting: help customers solve their own and each other’s issues
5. Embracing: work with your community to make products, services, and
experiences better


Dell had a small problem . . .

. . . with flaming notebooks

Osaka, Japan
June 21, 2006


Listening: Dell’s blog gave a way for customers to talk to the company


Dell’s Community Forums provide support


Supporting: “Predator” on Dell’s community forum

• Posts since 1999: 21,794
• Pages Viewed: 1,111,675
• Total Online Minutes: 473,113

“I actually enjoy helping people. That’s what
got me hooked: when you help people and
they say ‘Thank you’.”

•


T-Mobile: Unwanted Social Media Impact

March 31, 2008 “tmobile should be working
Ryan Block posts T-Mobile cease
on making there service suck
and desist letter to engadget
less in the states, because
right now its horrible, but
“I would be shocked if even instead, they're throwing a hissy
the most clueless soccer fit because engadget uses a
mom in the world confused a similiar color(oh the horror!).
tech blog with T-mobile. They honestly, if Tmobile manages to
should spend their money actually get and maintain a
improving the sidekick (the network, maybe then they can
thing has barely changed in 3 bitch and engadget, but right
generations) rather than serving now, no, just no.”
tech blogs threatening letters.”

• Over 900 comments between two
blog posts on engadget.com
• Standard trademark infringement
letter leads to attacks on T-Mobile
brand and products
• 7 blogs join in to show their loyalty
and support of engadget
18

Blake Cahill
SVP of Marketing
www.visibletechnologies.com

Brands & Social Media Today

Doing Nothing

• Do not feel social
Listening
media is affecting them
• Do not have the time • Have started to pay
or budget attention
• Getting Google
Alerts or investing in
Learning
a basic monitoring
programs • Investing in research
about social media
conversations Engaging
• Have knowledgeable
staff follow consumer • Thought leaders in
conversations space
• Are significantly
investing in programs
and have dedicated
personnel to the
channel
• Recognizing ROI

Measurement/Analytics for Social Media

How big is the
space? What is the
overall Who’s important Pt. I
sentiment?

How well are my
engagements doing?
Who’s important Pt. II
How much is
relevant?

What have I done?
What’s the overall
What’s still left topic breakdown?
to score?

What’s left to do?

Social Media vs. “Traditional” Online Tactics

• Background/Initiative:
– Client was launching a new application development platform
– New product launch planned in conjunction with promotional conferences
– Client needed to identify and engage potential customers who would have
interest in attending these events

• Goal:
– Drive registrations and attendance across all planned promotional conferences

• Approach/Actions:
– Discover all relevant social media content, prioritize, analyze, determine
sentiment and identify influential authors and sites for engagement
– Gather customer input to focus efforts on the critical sites and authors
– Engage in conversation to promote conferences, including Vanity URL
placement
– Connect consumers and brands to inspire action via interactive advertising and
relationship marketing

Results

Engagement increased average comment volume by 41%: Interaction creates
dialogue
Posted links in relevant blog threads to campaign specific “Vanity URL’s” earned
2.5x the CAR% of Paid Search

Sentiment before, during and after Joint Launch Events

TruCast

All Other Paid Media

Paid Search

Overall increase in positive sentiment, Higher registration percentage than any
increase in brand equity, greater event visibility other campaign channel
and exposure to non-search users Outperformed Paid Search by 2.5x

Volumes rose 200%+ around events, and Simultaneous PR and advertising win
settled more positive than original positions

Building a Social Media Roadmap

Marketers need to develop a roadmap and
strategy for listening, learning, leveraging and
engaging in social media conversations

1
1 join 2 listen 3 learn 4 participate 5 share 6 evaluate

Brand insight and Word-of-Mouth opportunities increase
with marketer engagement

26

Getting Started

5 tips for leveraging social media

1.Define goals

2.Identify your audience

3.Experiment

4.Listen and learn from feedback

5.Join the conversation

27

•
•
–
–
–
–
–

–

ROI

•‘Eyeballs’
•Shopping cart
•Downloads
•Corporate
reach

•Sentiment
•Share of
Voice
•Advocacy
•Community
reach

Source: Marketing’s New Key Metric: Engagement
By Brian Have, Forrester report, August 8, 2007

To replay this webcast (available within 24hrs):
go to www.MarketingPower.com/webcasts

Copy of the presentation
go to the following link:
http://www.visibletechnologies.com/resources/ama_webinar.php

Questions for AMA:
Marla Chupack
mchupack@ama.org

Ama Webcast 5.22.08

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