Social media myths and realities Portrait of a branded social media user Setting social strategy

1. February 6, 2009. Call in at 10:55 a.m. Eastern time Lisa Bradner Principal Analyst Forrester Research Teleconference Social Brand Strategy

2. Source: Flickr (http://www.flickr.com/) Social media is neither entirely good nor entirely evil. Theme

6. The Social Technographics ® ladder Note: Groups include people participating in at least one of the activities monthly Creators Critics Collectors Joiners Spectators 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 a 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 Creators Critics Collectors Joiners Spectators Inactives

7. Reality: Social media use is growing Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report

8. Even older adults participate Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report

9. Social networks are strongest with youth Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report

10. The vast majority does a lot of watching Source: October 20, 2008, “The Growth Of Social Technology Adoption” Forrester report

11. Myth: They come to talk to companies

12. 56% of consumers don’t visit company social media Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report

13. Personal social connections are the most trusted Source: December 9, 2008, “Time To Rethink Your Corporate Blogging Ideas” Forrester report

14. Reality: Marketers spend on social media

15. Most marketers can’t prove profitability Source: October 17, 2008, “Metrics For Social Applications In A Downturn” Forrester report

16. So total marketing spend remains low Source: October 17, 2008, “Metrics For Social Applications In A Downturn” Forrester report

19. Who is using brand-oriented social media?

20. Those who use one form also use others Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report

21. They most often visit company-generated social media Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report

22. But favorite brand content is the most influential Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report

23. Brand enthusiasts are very social Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report

24. Brand enthusiasts are motivated by work and fun Source: October 15, 2008, “Brand Matters To Socially Connected Consumers” Forrester report

27. We’re past “build it and they will come” Source: Pepperidge Farm ( http://www.pepperidgefarm.com/)

28. Step 1: Understand who social media is for.

29. Social media plays near the end of the funnel Source: June 2008 “Balancing The Funnel: Which Consumers Are Loyal?”

30. Use it to reach enthusiasts and create advocates Source: December 2008 “Social Brand Strategy”

31. Source: Nike (http://nikeplus.nike.com/nikeplus/)

32. Creative ideas Communities connected consumer Source: Facebook (http://www.facebook.com/)

33. Step 2: Make sure it’s right for your target.

34. Understand your target’s behavior Note: Groups include people participating in at least one of the activities monthly Creators Critics Collectors Joiners Spectators 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 a 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 Creators Critics Collectors Joiners Spectators Inactives

35. Men participate more than women Source: December 17, 2008, “Social Brand Strategy” Forrester report

36. Best Buy provides rich information for both men and women. Source: Best Buy (http://www.bestbuy.com/)

37. Source: Best Buy (http://www.bestbuy.com/)

38. Step 3: Choose your channels wisely.

39. Not all channels are created equally Source: December 17, 2008, “Social Brand Strategy” Forrester report

40. So do you build this? Source: YouTube (http://www.youtube.com/)

41. Or work to influence this? Source: Blogger (http://crockpot365.blogspot.com/2008/10/crockpot-cream-cheese-sausage-and-rotel.html)

42. Source: GM (http://fastlane.gmblogs.com/)

43. Step 4: Measure your results.

44. Source: NIVEA (http://www.nivea.co.uk/home)

45. Source: Priority Club ( http://www.priorityclub.com)

46. Feed reviews back into marketing Golfsmith’s use of customer-generated copy in its email newsletter resulted in 55% higher conversion and 54% higher sales per email sent. Source: Golfsmith ( http://www.golfsmith.com/)

47. Also, don’t forget information-as-a-service . . . Source: Twitter (http://twitter.com/wholefoods)

48. . . . and the importance of transparency Source: FreshDirect (http://www.freshdirect.com/brandpop.jsp?brandId=fd_ratings)