wildfire report - forrester power your brand ecosystem with social

7/27/2019 Wildfire Report - Forrester Power Your Brand Ecosystem With Social

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Forreter Reearh, I., 60 Aor Par Drive, cambride, MA 02140 UsATe: +1 617.613.6000 | Fax: +1 617.613.5000 | www.orreter.om

Power Your Brand Ecosystem With SociaMediaby nate Eiott, Jue 29, 2012

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V used to dominate the marketing ecosystem, but thats no longer the case: oday,consumers in many markets spend more time online than they spend watching

V -- and they requently trust online marketing more than o ine marketing. o

succeed, marketers must nd new ways to use interactive and social tools alongside

traditional tools.

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As a marketer you must support your audience at every step o the customer lie

cycle. When your audience is in the discovery stage, use word-o-mouth to create

reach. When your customers are exploring or buying rom you, use blogs and

communities to oer them depth. Aer purchase, use public social media proles

to engage your customers.


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2012, Forreter Reearh, I. A riht reerved. Uauthorized reprodutio i trity prohibited. Iormatio i baed o bet avaiabereoure. Opiio refet judmet at the time ad are ubjet to hae. Forreter, Tehoraphi, Forreter Wave, RoeView, TehRadar,ad Tota Eoomi Impat are trademar o Forreter Reearh, I. A other trademar are the property o their repetive ompaie. Topurhae reprit o thi doumet, peae emai [email protected]. For additioa iormatio, o to www.orreter.om.

FOR InTERAcTIVE MARkETIng PROFEssIOnAls

Why Read This RepoRT

You already know your audience uses social media; one minute theyre planning vacations on witter and

the next theyre toppling governments with the help o Facebook. And because your customers use social

media to engage with each other, thats probably how you think o social media too: As an engagement

tool. But social media is good or much more than just engagement. In act, social media can guide your

audience all the way through the customer lie cycle reaching them when theyre ready to discover your

brand, oering them depth when theyre exploring your oerings and buying rom you, and then engaging

them aer the purchase. Tis report outlines Forresters vision or how interactive marketers should use

social marketing. It will show you how to master the next wave o social one that makes every part o

your brand ecosystem more successul.

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Power Your Brad Eoytem With soia Media 2

2012, Forreter Reearh, I. Reprodutio Prohibited Jue 29, 2012

The oLd ModeL of MaRkeTing MUsT Change

Its been nearly two decades since the Web was created, and in that time the way companies do

business has been turned upside down including how they sell content and physical goods, how

they deliver customer service, and even how they develop new products. But how companies build

brands and execute marketing programs hasnt changed much at all. Most marketers still create

30-second V spots rst and then try to coordinate their radio, print, and online campaigns to

match (see Figure 1).

When V oered ar greater reach than any other media channel, this system made sense. But the

old marketing model has started to wobble because:

V no longer dominates media consumption. More than 80% o American adults are online and on average those users spend as much time on the Internet as they spend watching V. Te

same is true o Europeans under 55.1

And most days, the MSN home page reaches more peoplethan any prime-time V show.2 Vs days as the only big media channel in the branding

ecosystem are over.

Consumers have outgrown 30-second brands. Beore the emergence o interactive tools, thedepth o your marketing messaging was limited to snippets o V time or a ew lines o copy.

oday, the Internet oers your audience instant detail. Tats why consumers tell us they go

online rst to learn about the brands they see advertised oine and that the Internet is their

most important source o product inormation.3 Your customers want more depth rom your

brand, and they want you to use interactive tools to provide it.

Te Internet is now a trusted branding channel. When we asked consumers where they rstlearned about the last product they bought, they were nearly as likely to list interactive channels

as traditional media (see Figure 2). And your customers believe what you tell them online

more than what you tell them oine. In act, people trust brands websites more than they trust

brands V, radio, or print advertising (see Figure 3).


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Figure 1 Te Old Model O Branding Revolves Around V

Source: Forrester Research, Inc.73881

Internet Radio

TV

Print

Figure 2 Interactive Channels Are Proven o Drive Brand Awareness


In a shop

Traditional media

Interactive media

Friends and family

Other

29%

24%

22%

13%

5%

Source: European Technographics Benchmark Survey, Q2 2010

Base: 25,535 European adults

Thinking about your most recent purchase, where did you first learn about this product?


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Figure 3 Consumers rust Brands Sites More Tan Teir Oine Advertising


A companys website

A brands website

Ads in newspaper

Email from a company

Ads on TV

Ads in magazines

Direct mail

Online brand sponsorships

Ads on the radio

A companys social network profile

Ads in search engines

A companys blog

Online banner ads

Mobile ads

30%

27%

22%

21%

21%

21%

19%

17%

17%

13%

12%

12%

9%

6%

Source: May 2010 US Interactive Marketing Online Survey

Base: 3,975 US online adults

How much do you trust the following sources of information?

yoU MUsT Use inTeRaCTive ChanneLs To sUppoRT The CUsToMeR Life

CyCLe

Interactive tools now play a critical role throughout your marketing programs. But this doesnt mean

that digital channels are more important than traditional channels, or that you must shi budget

rom V to online. Instead, it means you have many more marketing options to coordinate than

you did just a ew years ago and that you need to rethink how digital channels work alongside

traditional channels to support your target audiences through the customer lie cycle (see Figure 4):4

Reach channels help customers discover your brand. Your audience cant discover your brandi theyre never exposed to it. o generate the scale o discovery most brand marketers want

youll need to use both online reach channels (like banner ads and online word o mouth) and

oine reach channels (like V, print, and radio).


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Figure 5 Marketers Must Create Multilayered Brand Ecosystems


Onlinesearch

TV

Twitter

Mobile app

YouTube

Site

Mobile site

Facebook

Print

Onlinedisplay

Radio

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Aer years o experimentation, social media marketing has started to grow up. At least three-

quarters o online users engage with social media in nearly every market Forrester surveys and

as a result, marketers are moving beyond one-o pilot programs and integrating social media

throughout their marketing programs. oday, this new wave o social media is helping marketers

succeed at every layer o their ecosystems:

Blogs and owned communities can add a world o depth. Facebook isnt the only placeyou can use social media; your marketing website can and should be social as well. For

instance, cosmetic brand Sephora built the Beautyalk community on its site to oer customers

not just expert beauty advice but also a chance to share with each other. Te result? Some

customers now spend literally hundreds o hours per month on Sephoras site creating a deep

brand relationship that wouldnt have been possible without social media.5


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Social network proles were designed specically or engagement. Youre simply not going tond a marketing channel better-suited to creating engagement than your Facebook page or your

witter account. For instance, when Dutch airline KLM oered Facebook ans a chance to put

their ace and an inspirational message on the side o a plane, more than 120,000 customers sent

in entries and in the process their brand preerence or KLM grew.6

Word-o-mouth can create enormous reach. In act, successul viral marketing programsoen generate as much reach as paid V and banner campaigns. For instance, electronics

retailer RadioShack encouraged people to use the hashtag #UNeedANewPhone in support o

a marketing campaign and when tens o thousands o people responded it generated tens o

millions o impressions on witter.7

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Its not easy to coordinate all three layers o a brand ecosystem; many interactive marketers still

develop and manage their reach, depth, and engagement channels separately and too oen wind

up oering users disjointed messages and experiences. Te best programs weve seen start with a

undamentally social idea and then use that same social concept or every layer o the ecosystem:

De Beers Drop Everything For Love. o promote its new Everlon diamond necklace, DeBeers challenged couples to prove that love was the most important thing in their lives. Te

heart o the brand ecosystem was a microsite that engaged users with proessionally lmed

videos and allowed consumers to record their own stories (see Figure 6). De Beers Facebook

page reposted the best user-generated stories and allowed ans to vote on which couples should

be rewarded with trips and necklaces. Te brand created reach with V and print ads, as well asbold online display buys like online video ads and site sponsorships (see Figure 7).

Smirnofs Global Nightlie Exchange Project. o realize its brand promise creating uniqueshared experiences Diageos Smirno brand engaged ans in a campaign to nd the best o

nightlie in their cities and oered them a chance to attend a party eaturing the nightlie o another

city (see Figure 8). In the lead-up to the parties, the brand distributed the best o debate through

witter, and aer the parties it posted videos on Youube and photos on Flickr. An extensive reach

program including V, outdoor, and online display got the message out to tens o millions o

consumers overall (see Figure 9). Te one change wed have recommended is putting a community

on Smirnos own site, rather than its Facebook page, at the heart o the ecosystem.

Marmites Marmarati. Unilevers Marmite ood brand has oen leveraged its polarizing avorin love it or hate it promotions. o launch its new extra-strength avor, Marmite engaged

its biggest ans by inviting them to join the Marmarati a ctional secret society that met

both in person and on a branded microsite (see Figure 10). Marmite then distributed the

experience by reposting user-generated videos onto Facebook and using witter to engage ans


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in conversation about the brand and the society. Te brand counted on word-o-mouth alone to

drive reach and calculated that viral pass-along brought its message to millions o people (see

Figure 11).

Figure 6Drop Everything For Love Collected Stories About Te Power O Love


Source: De Beers website


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Figure 7De Beers Built A Brand Ecosystem Around Its Campaign Microsite


TV

Site

Facebook

Print

Online display


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Figure 8 Smirno Worked With Fans o Create Te Global Nightlie Exchange Project


Source: Smirnoff Facebook page


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Figure 9Smirno Developed A Rich Brand Ecosystem Around Its Big Idea


Onlinesearch

Mobile site

TwitterFlickr

YouTube

FacebookOnlinedisplay

Outdoor

TV


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Figure 10Te Marmarati Campaign Aggregated User Content And Experiences


Source: Marmarati website


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Figure 11 Marmite Should Have Used Paid Media o Round Out Its Ecosystem


YouTube

Site

Twitter

Facebook

Word ofmouth

R e c o m m e n d a t i o n s

LeT daTa shoW yoU hoW To BUiLd a soCiaL-poWeRed eCosysTeM

I youre helping your customers discover, explore, buy rom, and engage with your brand, youll need to

understand their needs and preerences. Make sure youre encouraging the right kind o social behaviors

in the right locations by:

Using a customized ecosystem map to target the right social locations. Teres a good reasonSmirnos branding ecosystem looks so dierent rom De Beers; Dierent audiences preer to

use social in dierent places. Study your audience data to see where your customers engage with

social tools, and use that insight to choose the right locations or social oerings at every layer o

your brand ecosystem.8


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Using Social echnographics data to target the right social behaviors. A customizedecosystem map can tell you where users engage, but youll also need Social echnographics to

tell you how users engage. Does your audience preer to post social content, comments on what

others have posted, or simply consume blogs posts and user videos? Knowing the answer can

make the dierence between social success and ailure at every layer o the ecosystem.9

Cm itrw fr T Rrt

sUppLeMenTaL MaTeRiaL

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Te European echnographics Benchmark Survey, Q2 2010, surveyed 25,535 respondents in the

eight markets o France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the UK.

Tis survey is based on adults ages 16 and older. aylor Nelson Sores (NS) weighted the data

by age, gender, region, education, and income to demographically represent the adult Europeanpopulation per country. NS conducted the eldwork in February, March, and April 2010 and

motivated respondents with various incentives. For results based on a randomly chosen sample o

this size (N=25,535), there is 95% condence that the results have a statistical precision o plus or

minus 1.1% o what they would be i the entire online adult population o Western Europe had been

polled. Tis condence interval can widen to 3.1% when the data is analyzed at a country level. Te

consumer topics covered include general behavior toward technology, device ownership (including

brand usage o mobile phones, PCs, digital cameras, portable music devices, and printers), online

buying behavior, personal nance, importance o main banks, travel, V purchasing, interest in

digital services, technology brands, preerred media sources, consumer trust, mobile phone buying

behavior, mobile Internet, demographics, and echnographics segmentation

Forrester elded its May 2010 US Interactive Marketing Online Survey to 309 interactive marketing

proessionals. For quality assurance, panelists are required to provide contact inormation and

answer basic questions about their rms revenue and budgets.

Forrester elded the survey in May 2010. Exact sample sizes are provided in this report on a

question-by-question basis. Panels are not guaranteed to be representative o the population. Unless

otherwise noted, statistical data is intended to be used or descriptive and not inerential purposes.

Bourne

Diageo

iCrossing

InterContinental Hotels Group

Isobar

JW

MSN

SapientNitro

We Are Social


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I youre interested in joining one o Forresters research panels, you may visit us at http://Forrester.

com/Panel.

endnoTes

1 Eighty-six percent o Western Europeans ages 15 to 54 are now online, and those users spend 11.9 hours

per week online compared with 11.5 hours each week watching V. Source: European echnographics

Benchmark Survey, Q2 2010.

2 comScore Media Metrix reports that in February 2011, the MSN home page reached an average o 24.8

million users per day. Nielsen tells us that in the third week o March 2011, only one V program could top

that number:American Idoldrew an audience o 25.2 million during the 9 p.m. hour on March 23, 2011.

On Friday a vital day or entertainment marketers MSNs home page oers much more than twice the

reach o any V program. Source: Vtracker.com (http://www.tvtracker.com/daily_ratings.php).

3 In act, even users in their 50s tell us the Internet is one o the media sources they trust the most or product

inormation. See the September 27, 2010, Choosing he Right Media Mix 2010: Europe report.

4 Still using the sales unnel to think about your relationship with your customers? oo bad. Te unnel was a

linear sales tool and simply cant represent the reality o a complex and ongoing customer relationship. For a

better understanding o your customers and their needs, adopt the Customer Lie Cycle model instead. See

the October 28, 2010, Its ime o Bury he Marketing Funnel report.

5 Sephora reports that its most engaged Beautyalk users spend an average o 133 hours per month in the

community. Source: Paul Gi, Groundswell Entry: Sephora Beautyalk and the raveling Sephora Box,

Lithium Blog, August 3, 2011 (http://lithosphere.lithium.com/t5/Lithosphere-Log/Groundswell-Entry-

Sephora-Beautyalk-and-the-raveling-Sephora/ba-p/29628).6 KLMs ile and Inspire contest also drove hundreds o thousands o new Facebook ans and more than

hal a million Youube video views. Pretty engaging stu, eh? Source: KLM ile & Inspire, Empowered

website (http://groundswelldiscussion.com/groundswell/awards2011/detail.php?id=588).

7 In total, the #uneedanewphone program generated 84,000 mentions on witter making it the top

organic trend on the site and generating 65 million trend impressions. Source: Awardshow.us (http://www.

awardshow.us/groundswell/holiday2010/).

8 Building an eective brand ecosystem can be hard: Interactive marketers have dozens o social, mobile, and

paid media channels to choose rom and oen limited resources to work with. o make the right channel

and platorm choices, study your target audiences use o and trust in each channel, build a customized

brand ecosystem map that reects these behaviors and preerences, and then ocus your sta and budget

on the channels that matter most to your audience. See the October 26, 2011, Customize Your Interactive

Brand Ecosystem report.

9 Te Social echnographics Ladder tells you i your customers are Creators, Conversationalists, Critics,

Collectors, Spectators, or Joiners. See the June 27, 2012, Global Social Media Adoption report.
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