Post on 20-Jun-2018
Eric Yale
Digital Business Practice
Forrester Research
Social Media Marketing & Measurement in the Age of
the Customer
Challenge thinking. Lead change.
© 2015 Forrester Research, Inc. Reproduction Prohibited 2 @ericyale
Here is what I’ll be talking about…..
› We are in The Age of the Customer
› Marketing / Sales Funnel vs. Customer Lifecycle
› Stop measuring social engagement
› Understand Your Social Customer
› Social Marketing RaDaR
› Case Studies: creating social reach, depth, and relationship
› Thoughts to take back to the office
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Welcome to The Age of the Customer
A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve
increasingly powerful customers
Age of manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
• Ford
• Boeing
• GE
• RCA
Age of distribution
Global connections
and transportation
systems make
distribution key
• Wal-Mart
• Toyota
• P&G
• UPS
Age of information
Connected PCs and
supply chains mean
those that control
information flow
dominate
• Amazon
• Comcast
• Capital One
Age of the customer
Empowered buyers
demand a new level of
customer obsession
• Macy’s
• Salesforce.com
• USAA
• Amazon
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Requires focus on four key market imperatives
Become
a digital
business
Turn big data
into business
insights
Transform
the customer
experience
Embrace
the mobile
mind shift
Build value around the customer,
not the channel or product
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What does it mean to become customer
obsessed?
A customer-obsessed enterprise focuses its strategy,
its energy, and its budget on processes that
enhance knowledge of and engagement with
customers and prioritizes these over maintaining
traditional competitive barriers.
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Power has shifted from seller to buyer…
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Attention
Abundance
Information Scarcity
Information
Overload
Attention Fatigue
Marketer’s dilemma: attention is fatigued and there is information overload
Past Today
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Fact check: attention spans
8 Seconds 9 Seconds
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Its time to retire the traditional marketing/sales funnel
Elias Lewis
(1872-1948)
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The Customer Lifecycle to the rescue
› Customer is at the center
› It considers the complete brand experience
› Mobilize People, Tools, And Systems To Move Toward The Customer Life Cycle
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Technology is a part of how we travel
38% of US travelers use
social networks
while traveling
88% of travelers take
mobile devices with
wifi or 3G
capabilities on
vacation
Over 50% of travelers will
“pack” travel apps
on their devices
before going on
vacation
68% of travelers globally use
mobile devices to connect
with friends and family, 22%
for work tasks
Over 1/3 of travelers will share
vacation-related content
if they think friends/family
will enjoy seeing it
Source: North American Consumer Technographics Travel & Auto Online Benchmark Recontact Survey, 2015
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Social media is growing up
Note: All numbers rounded down
Source: Forrester Research Social Media Forecast, 2014 to 2019 (US)
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But it’s still not creating business value
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But it’s still not creating business value
Note: Not all responses are shown
Source: Forrester’s Q1 2015 Global Social Relationship Platform Wave Online Survey
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Biggest problem: Measurement
Source: Forrester’s Q1 2015 Global Social Relationship Platform Wave Online Survey
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Fact: measurement and optimization are what allowed other digital channels to grow
Note: All numbers rounded down
Source: Forrester’s “US Digital Marketing Forecast, 2014 To 2019” report.
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But social marketers still measure the wrong metrics
Base: 84 Forrester Groundswell award entries (2015)
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Reality: social engagement barley exists
Source: Forrester Report “ How Top Brands Use Facebook, Twitter, and Instagram” August 2015
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To succeed in social, study your audience
1
Social
Technograhpics
Score
Tells you how important
social is to your
marketing plan
2
Social
Technograhpics
Life Cycle Rankings
Guide you to the right
social marketing strategy
3
Social
Technograhpics
Intensity Matrix Helps you develop the
best social marketing
tactics
The most important question is no longer whether your customer use social media
but rather how best you can use social media to interact with those customers
Source: Forrester Report “Social Technographics Defines Your Social Strategies and Tactics” October 2015
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First, learn how important social media is to your marketing plan
› Social Stars demand social interactions with your company.
› Social Savvies expect social interactions with your company.
› Social Snackers appreciate social interactions with your company.
› Social Skippers spurn social interactions with your company.
Source: Forrester’s North American Social Technographics Online Benchmark Survey Part 1, 2015
27% of US Online
adults who fit into this
category are free
spending, hungry to
own the best brands,
and receptive to
marketing messages
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Second, find the data you need to craft a social strategy
Source: Forrester’s North American Social Technographics Online Benchmark Survey Part 1, 2015
Once you know whether social media matters to your audience, dig deeper to learn
where social media fits into their customer lifecycle
US online adults are social
savvies who use social for
exploration and discovery
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Third, get the insights you need to develop the right social tactics
› Each box in the matrix represents the
combination of one behavior in one
location
› Prioritize combinations that score “very
high” - this indicates that 40% or more
of your audience engages in that
behavior on that type of site
› Make combinations that score “high” a
secondary focus .
› Think twice before targeting
combinations that score “medium”
Source: Forrester’s North American Social Technographics Online Benchmark Survey Part 1, 2015
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Solution: use the customer lifecycle to show value
Social reach tactics
help people discover
your brand, product,
and promotions.
Social reach tactics
help prospects
explore and buy your
products
Social
relationship
tactics build
stronger
engagement with
your best
customers
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Example: Creating social reach
› Focused on whether people
research the services in more detail
› More than on-third of visitors from
social media downloaded a
brochure or made a booking inquiry
Four Seasons studied how WoM created new leads for the sales team
1
2
3
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Example: Creating social depth
› Most important metric was cross-sell
› Measured clicks on its posts and then
used web analytics to track how many
people converted into the new
program
Starwood studied whether Facebook fans use more of the company’s offerings
1
2 3
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Example: Creating social relationship
› Success metric was increased
sales among its loyal customers
› Pumpkin spice latte fans got so
excited that first-week sales
increased by 22% YoY
› Interact with customers who love
the product
Starbucks asked Pumpkin Spice Latte fans to show their loyalty
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Summary & Key Takeaways
› Bad measurement = bad outcomes
› Take the engagement metrics off your reports
• If you can’t prove success, it can’t help you optimize
› Stop measuring social engagement and start utilizing the customer
lifecycle to show social marketing success/value
› Focus on creating social marketing reach, depth, and relationship
› Every platform has it’s own use case: swim with the current
› Hypertargeted, well informed, and customer-centric social content cuts
through the clutter
Thank you Eric Yale
617.613.6172
eyale@forrester.com
@ericyale
linkedin.com/in/ericyale