© 2011 Forrester Research, Inc. Reproduction Prohibited...4) Integrate Facebook into your marketing mix: Start with owned media Step2 worked with Powered Reviews to integrate Facebook

© 2011 Forrester Research, Inc. Reproduction Prohibited1

© 2011 Forrester Research, Inc. Reproduction Prohibited2 © 2009 Forrester Research, Inc. Reproduction Prohibited

Making Facebook And Twitter Work

Sean Corcoran, Sr. Analyst

Nate Elliott, VP Principal Analyst

November 29, 2011


It’s Time To Prove The Value.

Facebook and Twitter have changed

the way people communicate. Now it’s

time to prove their marketing value.


Agenda

Facebook

Twitter

Recommendations For Making Them Work


64% of US online adults have an account.

The average US online adult has 131 friends.

62% of all “influence impressions” in 2009.

According to Facebook:

Over 800 million users worldwide.

More than 4 billion things shared each day.

96 of the top 100 advertisers using it.

Source: North American Technographics Online Benchmark

Survey, Q2 2011 (US); Facebook

http://www.google.com/imgres?imgurl=http://www.hubspot.com/Portals/53/images//facebook-icon.png&imgrefurl=http://www.hubspot.com/facebook-for-business-marketing-hub/&usg=__JarI5VvglHOwDiyxQ_Yf7fE_1Xo=&h=256&w=256&sz=22&hl=en&start=3&zoom=1&tbnid=xiJFcn8U73gSPM:&tbnh=111&tbnw=111&ei=8kDUTue4HoHd0QG3zcGQAg&prev=/search%3Fq%3Dfacebook%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26rlz%3D1R2ADRA_enUS382%26tbm%3Disch&um=1&itbs=1


Most marketers are now coming out of the “Coordinating” stage


Marketers have been failing to prove value through Facebook because:

They lack focus

There’s a lack of understanding about how the platform works

The right resources are not yet in place

They’re seeking the wrong metrics


Facebook hasn’t made it easy

Content management is hard

They are constantly changing the rules

Their data is limited


Interactive marketers don’t yet see Facebook as the best option for engagement


A four-step process for making Facebook marketing work

1. Set clear objectives

2. Build a page that provides value to your fans

3. Use the full Facebook toolkit to increase reach and engagement

4. Integrate Facebook into your marketing mix


1) Set clear objectives: Facebook can play many roles in your business

Generate word-of-mouth to increase reach

Drive people down the sales funnel

Increase loyalty

Help with product development and commerce


1) Set clear objectives: Social networking can play a role across the purchase path


…and that role has been growing over the past 3 years


Consumers use social networks for a broad range of product and brand information


2) Provide value: Is there a reason why someone would want to “like” your brand page?


2) Provide value: Start by learning who your fans are

EMI worked with NeoLane to ask Facebook fans to opt-in so they could collect more information and tie their fans back to their

customer database


2) Provide value: Use apps and tabs to create richer experiences

http://9.mshcdn.com/wp-content/uploads/2010/02/super-love-sender-lg.jpg


2) Provide value: Keep your community active at all times


2) Provide value: Leverage emerging tools to learn how to optimize your content


Marketers haven’t been playing for the long term

According to Syncapse, Facebook page engagement was down 22%

from 2010 to 2011


3) Use the full Facebook toolkit


3) Use the full Facebook toolkit: Facebook ads can catalyze reach and sharing


3) Use the full Facebook toolkit: Events and location help create real world engagement


4) Integrate Facebook into your marketing mix: Start with owned media

Step2 worked with Powered Reviews to integrate Facebook Connect with their

product reviews. The results:

• 7% of site visitors verified their accounts

• 50% of verified accounts shared their review on Facebook

• 135% increase in FB referral traffic

• 3X increase in revenue from FB referred traffic


4) Integrate Facebook into your marketing mix: Consider it as the foundation of your broader campaigns


4) Integrate Facebook into your marketing mix: Use Facebook data to make other programs more effective

Companies like DataXu use social data to help inform display ad

targeting through its DSP


Tasti D-Lite learned that social networks brought them new loyalty members

"Of those that are connecting [their loyalty

program account] to Foursquare, from a

customer frequency standpoint, as well as

an average sales standpoint, they are not

exhibiting the typical behavior of our core

customers. Which really means we're

reaching outside our demographic and

reaching new customers by adding these

features and benefits to our loyalty

program.“ – B.J. Emerson, social technology

officer


Agenda

Facebook

Twitter



13% of US online adults have an account.

The average US online adult has 66 followers.

According to Twitter:

Over 100 million active users worldwide (50% active every day).

250 million tweets per day.

Source: North American Technographics Online Benchmark

Survey, Q2 2011 (US); Twitter

http://www.google.com/imgres?imgurl=http://blog.locomu.com/wp-content/uploads/2011/05/twitter_logo.jpg&imgrefurl=http://blog.locomu.com/twitter-conference-reveals-900000-apps-600000-developers-13-billion-api-requests-day/&usg=__2MyjD5iqfuu9NotexvoSfD7XzRo=&h=1129&w=1153&sz=76&hl=en&start=2&zoom=1&tbnid=-9pcu7db62D6WM:&tbnh=147&tbnw=150&ei=kUDUTpWtMKL20gGb5NTrAQ&prev=/search%3Fq%3Dtwitter%2B2011%26um%3D1%26hl%3Den%26sa%3DN%26gbv%3D2%26rlz%3D1R2ADRA_enUS382%26tbm%3Disch&um=1&itbs=1


Only a small percentage tweet regularly

Nearly half of all tweets consumed are created by the top 20,000 tweeters –

that’s .02% of its 100 million users


But those tweeters are influential, creating word-of-mouth on steroids

Twitter represented 10% of all influence impressions in 2009


Twitter already adds value to the marketing mix

Listening to the voice of the customer

Driving direct revenue

Creating reach through sharing

Aiding brands in crisis

Providing customer support


BP uses Twitter to get their message out about the Gulf clean up


The Hyatt Concierge takes hotel support out of the property and to the web

12% of US online adults agreed that complaints about customer service from

other consumers on social sites like Facebook or Twitter strongly influence

their image of the company

Source: North American® Technographics Omnibus Online

Survey, Q4 2010 (US)


Marketers are struggling with it – because it’s different

It requires a diverse – and often disparate – skill set

It offers a fire hose of skewed data

It is dominated by a small number of influentials

It is a very public arena where missteps are scrutinized

Its advertising is organic to the platform, but foreign to the

standards


Interactive marketers don’t yet see Twitter as a strategic channel for engagement


The four step process for success with Twitter marketing

1. Determine its role

2. Prepare your team for using Twitter

3. Build a strong base of followers, then energize them

4. Drive conversation and sharing


1) Determine its role in the mix

Get to know how your audience uses it

Decide how many accounts are needed – and the purpose of each

Define clear metrics for success for each of those accounts


Audi’s “Next Big Social Thing” focused on pre-orders as its primary metric for success

And it worked, according to the chairman of Audi, the campaign

drove the largest amount of pre-orders in Audi’s history


2) Prepare your team for using Twitter

Learn the nuances yourself

Seed new social technologies

Implement rules of engagement

Implement process for sharing across teams


The Twitter toolkit is growing


3) Build a strong base of followers, then energize them

Offer value to your audience (i.e. a reason to follow and stay

engaged)

Keep the community active by publishing valuable content

Build relationships with influential tweeters


IBM leverages relationships with influentials to increase event participation

IBM worked with influentials with over 147,000 followers to energize the community about their Impact

2011 conference, ultimately doubling event attendance from 2010


4) Drive conversation and sharing

Use Twitter as a gateway to other content

Drive real world brand interaction

Spark conversation

Make your traditional media more interactive – especially TV


RadioShack sparks conversation that people want to participate in and that helps their brand

#UNeedANewPhone

- Double digit increase in total wireless sales year over year

- Above average engagement rate of 8.8% (average 3-8%)

- 65 million trend impressions

- 84,000 mentions

- 116,000 tweet impressions

- Became #1 organic trending topic on December 3

- @RadioShack followers increased 38% in 12 days

Holiday Hero

- Capes, masks and gifts were customized and layered upon

hundreds of photos

- More than 68.4 million impressions on Twitter

- 158,000 mentions of #IfIHadSuperPowers

- 13.6% engagement rate

- Crushed paid promotion success and became the second highest

rating for a promoted trend in Twitter history at the time

- Twitter called personally, claiming broken records

http://www.awardshow.us/groundswell/holiday2010/


Social media has become the interactive platform for TV


+1.82

Networked Insights shows the “true reach” of the Super Bowl

http://www.dailyvsvidz.com/2011/02/justin-bieber-vs-ozzy-osbourne-vs-best.html


Agenda

Facebook

Twitter



Recommendations: Be the gatekeeper and the oracle

Identify who should have access – and who shouldn’t

Help secure budgets and seed usage

Implement a social media management technology

Develop an internal process for publishing and responding

Keep on educating about the constant change

Lead, but don’t try to own, your social networks


Social networks change how marketers AND consumers think of advertising

Influence metrics, along with lifetime value metrics, become the

standard for measuring marketing success

Twitter becomes the tool of the empowered employee – because

not everyone will have access to your Facebook pages

The content calendar becomes “smart” – constantly optimized for

the best engagement and ultimately, business results

Marketing content becomes more valuable to the audience than

ever

– The value of earned media reach and engagement metrics will force

brands to create valuable content – or else they won’t even reach their

own fans and followers


Questions?

© 2009 Forrester Research, Inc. Reproduction Prohibited

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© 2011 Forrester Research, Inc. Reproduction Prohibited...4) Integrate Facebook into your marketing mix: Start with owned media Step2 worked with Powered Reviews to integrate Facebook