logging in or signing up marketing agencies and social media aSGuest88041 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 233 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: February 27, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: Marketing Agencies & Social Media: What Marketers Expect from Their Agencies Presenter: Emily Riley Senior Analyst, Forrester Research Moderator: Mike Lewis@bostonmike VP of Marketing, Awareness, Inc. Slide 2: Got Questions? Use the chat function in WebEx Join the conversation on twitter Submit questions using thehash tag: #awarenessinc Tech issues? please contact WebEx customer service About Awareness : About Awareness Slide 8: Blogs Banners Search MySpace Facebook Forums RSS Ratings Reviews Microsites Widgets Linked-in Site analytics Behavioral Targeting Banners Search YouTube Engagement Influentials Podcasts Widgets Community Slide 9: Social media is complicated, give your customers a path through the jungle Agenda : Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations The four-step approach to the groundswell : The four-step approach to the groundswell 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 1) Learn about your People : 1) Learn about your People Use available data sources to understand the social behaviors of your target audience Social Media Blends Communication, Entertainment, Research : Social Media Blends Communication, Entertainment, Research Source: JupiterResearch/NPD Group Entertainment and Media Consumer Survey (8/08), n = 2,210 (US only) In a typical week, what percentage of the time you spend online is spent on each of the following activities? Base: Online Adults (Ages 18+) Slide 14: The Social Technographics Ladder Groups include people participating in at least one of the activities monthly. Younger users of all types will be active participants : Younger users of all types will be active participants Source: North American Benchmark Mail Survey, 2008 Base: US online households US online households 2) Select an objective (for each market) : 2) Select an objective (for each market) Listening (research) Talking (spreading marketing messages) Energizing (encouraging your most enthusiastic customers) Supporting (enabling your customers to support each other) Embracing (sourcing ideas from your customers) 3) Develop Hypothetical Strategies : 3) Develop Hypothetical Strategies What does success look like? Who will you involve (internally, externally)? What roadblocks need to be overcome (internally, externally)? What resources are needed? How will you measure your efforts? 4) Recommend technologies, tools, and skills : 4) Recommend technologies, tools, and skills What technologies will be needed? What are the core functions or features? What skills do you need to learn? What are the risks? What are the associated costs (fixed/soft/ongoing)? What are the important qualities you will look for in a vendor partner? Tools used to accomplish objectives : Tools used to accomplish objectives Summary : Summary Use this POST framework when you return to your job Develop your social computing strategy based on objectives The power is in the hands of the participants – so participate Agenda : Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations Listening : Listening Learning from what your customers are saying Mattel – Listening on The Playground : Mattel – Listening on The Playground Schwab listens in a private community : Schwab listens in a private community Talking : Talking Two-way conversation, not just shouting Let’s talk about tampons : Let’s talk about tampons Kraft Foods Widget – What’s For Dinner? : Kraft Foods Widget – What’s For Dinner? Energizing : Energizing Helping your best customers to recruit others Skittles Lets Consumers Own The Site : Skittles Lets Consumers Own The Site Toyota Helps Fantasy Sports Fans Outsmart Rivals : Toyota Helps Fantasy Sports Fans Outsmart Rivals Virgin Mobile Drives Friend-to-Friend Engagement : Virgin Mobile Drives Friend-to-Friend Engagement Supporting : Supporting Enabling your customers to support each other Staples – Ratings and Reviews are Bread and Butter Supporting Tactics for Retail : Staples – Ratings and Reviews are Bread and Butter Supporting Tactics for Retail Smart Car of America Encourages Fans to Interact – Off their Site : Smart Car of America Encourages Fans to Interact – Off their Site Pampers Encourages Moms to Support Each Other – On their Site : Pampers Encourages Moms to Support Each Other – On their Site Embracing : Embracing Involving customers in your product development Starbucks solicits ideas : Starbucks solicits ideas Piperlime Shoes – Listening to the Groundswell and reacting : Piperlime Shoes – Listening to the Groundswell and reacting Agenda : Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations Recommendations : Recommendations Embrace the fact that consumers communicate with each other about you. Use the POST Methodology to create a “people” driven social strategy. Select one objective per initiative to have the most impact. Thank you : Thank you Emily Riley +1 212.857.0774 eriley@forrester.com www.forrester.com You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
marketing agencies and social media aSGuest88041 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 233 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: February 27, 2011 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: Marketing Agencies & Social Media: What Marketers Expect from Their Agencies Presenter: Emily Riley Senior Analyst, Forrester Research Moderator: Mike Lewis@bostonmike VP of Marketing, Awareness, Inc. Slide 2: Got Questions? Use the chat function in WebEx Join the conversation on twitter Submit questions using thehash tag: #awarenessinc Tech issues? please contact WebEx customer service About Awareness : About Awareness Slide 8: Blogs Banners Search MySpace Facebook Forums RSS Ratings Reviews Microsites Widgets Linked-in Site analytics Behavioral Targeting Banners Search YouTube Engagement Influentials Podcasts Widgets Community Slide 9: Social media is complicated, give your customers a path through the jungle Agenda : Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations The four-step approach to the groundswell : The four-step approach to the groundswell 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 1) Learn about your People : 1) Learn about your People Use available data sources to understand the social behaviors of your target audience Social Media Blends Communication, Entertainment, Research : Social Media Blends Communication, Entertainment, Research Source: JupiterResearch/NPD Group Entertainment and Media Consumer Survey (8/08), n = 2,210 (US only) In a typical week, what percentage of the time you spend online is spent on each of the following activities? Base: Online Adults (Ages 18+) Slide 14: The Social Technographics Ladder Groups include people participating in at least one of the activities monthly. Younger users of all types will be active participants : Younger users of all types will be active participants Source: North American Benchmark Mail Survey, 2008 Base: US online households US online households 2) Select an objective (for each market) : 2) Select an objective (for each market) Listening (research) Talking (spreading marketing messages) Energizing (encouraging your most enthusiastic customers) Supporting (enabling your customers to support each other) Embracing (sourcing ideas from your customers) 3) Develop Hypothetical Strategies : 3) Develop Hypothetical Strategies What does success look like? Who will you involve (internally, externally)? What roadblocks need to be overcome (internally, externally)? What resources are needed? How will you measure your efforts? 4) Recommend technologies, tools, and skills : 4) Recommend technologies, tools, and skills What technologies will be needed? What are the core functions or features? What skills do you need to learn? What are the risks? What are the associated costs (fixed/soft/ongoing)? What are the important qualities you will look for in a vendor partner? Tools used to accomplish objectives : Tools used to accomplish objectives Summary : Summary Use this POST framework when you return to your job Develop your social computing strategy based on objectives The power is in the hands of the participants – so participate Agenda : Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations Listening : Listening Learning from what your customers are saying Mattel – Listening on The Playground : Mattel – Listening on The Playground Schwab listens in a private community : Schwab listens in a private community Talking : Talking Two-way conversation, not just shouting Let’s talk about tampons : Let’s talk about tampons Kraft Foods Widget – What’s For Dinner? : Kraft Foods Widget – What’s For Dinner? Energizing : Energizing Helping your best customers to recruit others Skittles Lets Consumers Own The Site : Skittles Lets Consumers Own The Site Toyota Helps Fantasy Sports Fans Outsmart Rivals : Toyota Helps Fantasy Sports Fans Outsmart Rivals Virgin Mobile Drives Friend-to-Friend Engagement : Virgin Mobile Drives Friend-to-Friend Engagement Supporting : Supporting Enabling your customers to support each other Staples – Ratings and Reviews are Bread and Butter Supporting Tactics for Retail : Staples – Ratings and Reviews are Bread and Butter Supporting Tactics for Retail Smart Car of America Encourages Fans to Interact – Off their Site : Smart Car of America Encourages Fans to Interact – Off their Site Pampers Encourages Moms to Support Each Other – On their Site : Pampers Encourages Moms to Support Each Other – On their Site Embracing : Embracing Involving customers in your product development Starbucks solicits ideas : Starbucks solicits ideas Piperlime Shoes – Listening to the Groundswell and reacting : Piperlime Shoes – Listening to the Groundswell and reacting Agenda : Agenda An Introduction to POST The Five Objectives of Social Marketing and Case Studies Recommendations Recommendations : Recommendations Embrace the fact that consumers communicate with each other about you. Use the POST Methodology to create a “people” driven social strategy. Select one objective per initiative to have the most impact. Thank you : Thank you Emily Riley +1 212.857.0774 eriley@forrester.com www.forrester.com