making leaders successful every day nate elliott

Making Leaders Successful Every Day

The New News Feed

Nate Elliott | @nate_elliott Vice President and Principal Analyst November 20, 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 3

Facebook marketing remains one of marketers’ favorite social tactics


But marketers say it’s among the worst use of resources


Why isn’t Facebook marketing working?

1. Few people actually see brands’ social posts


Large brands reach just 2% of Facebook fans organically


Why isn’t Facebook marketing working?

1. Few people actually see brands’ social posts

2. Even fewer interact with those posts


Less than 0.1% of top brands’ Facebook fans engage with their posts


Brands that want to build social relationships with their customers have two options

1. Add social relationship tools to their own sites


It looks like marketers have been focusing on the wrong social relationship tools


Sony built a social microsite to better engage Playstation loyalists and to encourage them to upgrade to PS4


Analog Devices uses a branded community to make its B2B customers more loyal


Brands that want to build social relationships with their customers have two options

1. Add social relationship tools to their own sites

2. Use smaller social networks that offer reach and engagement


Instagram wipes the floors with other social networks


REI collects user-generated Instagram posts to keep its customers engaged


As REI has proven, cross-posting between social networks is not a sin

Thank you Nate Elliott @nate_elliott [email protected]

making leaders successful every day nate elliott

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