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The Groundswell
What’s Social Computing and why it’s important
Mary Beth KempPrincipal AnalystForrester Research
Innocent’ Big Knit has 662 Flickr photos…
7Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Blogs
UGC
RSS
Widgets
Podcasting
Buzz
Wikis
XMLGadgets
IM
Social Networks
Forums
Personal portals
8Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Theme
Create a coherent social strategy by focusing
on relationships – not technologies
9Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• What are the essentials of social media?
• How are Dutch consumers connecting?
• How do social technologies integrate with marketing?
• What are the opportunities and evolutions?
10Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• What are the essentials of social media?
• How are Dutch consumers connecting?
• How do social technologies integrate with marketing?
• What are the opportunities and evolutions?
11Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Definition – Social Computing
► Social computing is a social structure in which technology puts power in communities, not institutions.
12Entire contents © 2008 Forrester Research, Inc. All rights reserved.
The consumer is in control
13Entire contents © 2008 Forrester Research, Inc. All rights reserved.
People trust advice from friends
Recommendations from friends/family
Ads on mobile phones
Web banner ads
Search engine ads
Branded Web sites
Ads in magazines
Ads on radio
Ads on TV
Ads in newspapers
Requested email updates
Consumer opinions posted online
0% 20% 40% 60% 80% 100%
“I trust:”
Base: European online consumers
14Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Consumer to consumers dynamics are key
15Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• What are the essentials of social media?
• How are Dutch consumers connecting?
• How do social technologies integrate with marketing?
• What are the opportunities and evolutions?
16Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Europeans are avidly adopting social computing
• Half of online Europeans engage in social computing
• Major brands are using it to reach consumers: Jeep, Coke, Lego, Dell….
• And it’s influencing company policies; Cadbury’s Wispa, HSBC backdown on student charges…
17Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Percentage of consumers who use these technologies monthly or more often
Dutch consumers are most-often spectators
42%
33%
33%
13%
11%
8%
8%
8%
7%
4%
4%
3%
2%
1%
16%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Watch peer-generated video on a video-sharing site
Read customer ratings/reviews
Visit social networking sites
Read blogs
Contribute to online forums or discussion groups
Publish your own web pages
Comment on someone else's blog
Post to photo-sharing sites
View photo-sharing sites
Publish or maintain your own blog
Post ratings/reviews
Use RSS (really simple syndication) feeds
Listen to podcasts
Upload video/audio you created
Add labels to or \tag\ Web pages, online photos, etc.
Base: 1034 Dutch online adultsSource: Forrester’s European Technographics Benchmark, Q2 2008
18Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Percentage of consumers who use these technologies monthly or more often
Men are more interested, especially in video
50%
38%
30%
15%
13%
9%
8%
8%
7%
6%
5%
5%
4%
2%
34%
28%
35%
18%
9%
7%
8%
9%
7%
1%
3%
4%
1%
0%
17%9%
0% 10% 20% 30% 40% 50% 60%
Watch video from other users
Read customer ratings/reviews of product/services
Visit social networking sites
Contribute to online forums or discussion groups
Read blogs
Publish or update your own Web pages
View photo-sharing sites
Comment on someone else's blog
Post to photo-sharing sites
Publish, maintain or update a blog
Use RSS feeds
Post ratings/reviews of products/services
Upload video you created to a public Web site
Listen to podcasts
Add labels to or tag Web pages, online photos, etc.
Men
Women
Base: 1,034 Dutch online adultsSource: Forrester’s European Technographics Benchmark, Q2 2008
19Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Peer-generated video divides the generations most
0%10%20%30%40%50%60%70%80%90%
100%
16-24 25-34 35-44 45-54 55-64 65 and over
Watch video from other users Read customer ratings/reviews of product/servicesRead blogs Contribute to online forums or discussion groupsComment on someone else's blog Publish, maintain or update a blogVisit social networking sites
Age
Percentage of consumers who rarely use these technologies
Base: Dutch online adultsSource: Forrester’s European Technographics Benchmark, Q2 2008
20Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
InactivesConsumers participating in at least one of the activities at least monthly
Source: European Technographics® Benchmark Survey, Q2 2008
Social Technographics® shows consumer participationEuropean online
adults
15%
20%
7%
18%
50%
43%
21Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Social Technographics Profile of Dutch consumers
Base: Dutch adults online. Source: European Technographics® Benchmark Survey, Q2 2008
19%
20%
9%
61%
29%
39%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Index Online adults = 100
127
100
129
217
122
68
European Online adults
22Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• What are the essentials of social media?
• How are Dutch consumers connecting?
• How do social technologies integrate with marketing?
• What are the opportunities and evolutions?
23Entire contents © 2008 Forrester Research, Inc. All rights reserved.
How not to create a social strategy
• Pick a technology
• Build an application
• Generate a lot of activity (or not)
• Ask “what are we trying to do, again?”
24Entire contents © 2008 Forrester Research, Inc. All rights reserved.
“P.O.S.T.”A strategic framework for tapping the groundswell
1. Profile: Understand the activities of your audience
2. Objectives: Decide what you want to accomplish
3. Strategy: Decide on how you want relationships with customers to change
4. Technology: Implement an application
25Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Define what you want to accomplish
Listening
Talking
Energizing
Supporting
Embracing
Learning from what your customers are saying
Two-way conversation, not just shouting
Helping your best customers to recruit others
Enabling your customers to support each other
Involving customers in your product development
26Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Listening
Learning from whatyour customers aresaying
27Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Listening…InterContinental runs a private community for research and exchange
28Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Talking
Two-way conversation,not just shouting
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Talking…to blender buyers
Users can also add the video to their
own sites
Over 4 M views
Blender sales are up 20%
Cost of the initial videos was $50
30Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Energizing
Helping your best customersto recruit others
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Energize…lingerie fans
Users put VS Pink badges on their own pages, where friends
see them
Their friends then go and visit the VSPink profile page, where
they can also download the badges
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VSPink Has +300K Members And Thousands Of Comments
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Supporting
Enablingyour customersto supporteach other
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Supporting… ‘moms’
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Embracing
Involvingcustomersin yourproduct development
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Embracing…dog lovers
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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.
38Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Decide on your objective
• Listening – find out what your customers are really saying
• Speaking – connect with your customers in new ways
• Energizing – get your best customers to evangelize your products
• Supporting – help customers solve their own and each other’s problems
• Embracing – working with your community to make products better
39Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Decide on how you want relationships with customers – and between customers - to change
40Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Measure based on Objectives
• Each Objective has different metrics
» Listening >>> Insight and reduction of pains, increased customer retention
» Talking >>> Share of voice, more leads, more trial» Energizing >>> Trust or velocity, reduced cost of sale» Supporting >>> Reduced support costs, increased
customer satisfaction» Embracing >>> Products faster to market, better
adoption of new products, more brand advocates
41Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• What are the essentials of social media?
• How are Dutch consumers connecting?
• How do social technologies integrate with marketing?
• What are the opportunities and evolutions?
42Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Influence will become highly valuable
Lifetime(or financial)
value
Socialvalue
Ambassadors
Influencers
Core buyers
Misers
+
+
--
43Entire contents © 2008 Forrester Research, Inc. All rights reserved.
What will be important for social networks
• Marketers will pay to reach and influence valuable
• Each person will have their own “personal CPM”*
• Social networks will compete to have the best experience for high-influence individuals
* From Marian Salzman, JWT
44Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Social Media is here to stay…
• It’s part of young consumer’s lives
» What they do might change, but the idea of social media sticks
• 5-10 years: Ubiquitous social networks
» Open technology
» Shared identities
» Information flow
» Advertising embraces social influence
45Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Summary
• Social strategies start with an understanding of your audience’s Social Technographics profile.
• Map out how relationships with your audience will change over time and implement technologies accordingly.
• Prepare your organization for greater levels of participation, engagement, and discourse.
46Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Theme
Create a coherent social strategy by focusing
on relationships – not technologies
47Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Mary Beth Kemp
mbkemp@forrester.com
+ 33 (0)1 47 58 93 22
www.forrester.com
Thank you
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