Presenter: Forrester analyst David Card – @davidcard
Number of people not participating in social media is going down dramatically. Spectators are going up by the biggest margin.
Theme: successful social media initiatives help marketers make more with less
US marketers increase social budgets in downturn. Social media leads interactive budget increases. Average budget for social programs less than $100,000.
Most social marketing disappointments can be blamed on:
* Audience or brand misalignment
* Objective or measurement misalignment
* Social technology misalignment
* Channel coverage failure
Examples of some missed marks:
Wal-Mart: Great work with Wal-Mart 11 (mom blogger campaign. But some misalignment. Did community site about Twilight when that video came out. Wasn’t natural. Mixed results with its Q&A Exchange.
Lakeland: Good site, but not great implementation of ratings and reviews. No ratings on line page, can’t sort by high/low, favorite. Prominent links to badly reviewed products.
Whole Foods: Generally quite good, but had issue with CEO posting anonymously about stock. “The world finds out.” Now, using social media well on Facebook, Twitter, etc.
Sears: Arrive Lounge targeted tweens, teens. Music-oriented. All good with those. But fell short with media skills – shopping links skewed too young, Sears put together odd assembly of links.
Access Group (loans to college students) UGC contest: Part of contest on YouTube – “fished where the fish were.” Big benefits of PR, blog outreach. Used insights in print campaign.
“You can use a relatively low-cost social initiative to get your groove on with innovation tactics.”
* Successful social initiatives can highlight marketing
* Elevate social in the media mix; move to the end of the funnel
* Innovate via social integration