social media marketing & measurement in the age of the ... · social media marketing &...

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


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

• Google

• Comcast

• Capital One

Age of the customer

Empowered buyers

demand a new level of

customer obsession

• Macy’s

• Salesforce.com

• USAA

• Amazon


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


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.


Power has shifted from seller to buyer…


Attention

Abundance

Information Scarcity

Information

Overload

Attention Fatigue

Marketer’s dilemma: attention is fatigued and there is information overload

Past Today


Fact check: attention spans

8 Seconds 9 Seconds


Its time to retire the traditional marketing/sales funnel

Elias Lewis

(1872-1948)


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


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


Social media is growing up

Note: All numbers rounded down

Source: Forrester Research Social Media Forecast, 2014 to 2019 (US)


But it’s still not creating business value


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


Biggest problem: Measurement

Source: Forrester’s Q1 2015 Global Social Relationship Platform Wave Online Survey


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.


But social marketers still measure the wrong metrics

Base: 84 Forrester Groundswell award entries (2015)


Reality: social engagement barley exists

Source: Forrester Report “ How Top Brands Use Facebook, Twitter, and Instagram” August 2015


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


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


Second, find the data you need to craft a social strategy


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


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”



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


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


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


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


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

[email protected]

@ericyale

linkedin.com/in/ericyale

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