thinkla social media breakfast presentation - kim celestre

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Forrester’s Forum ForMarketing Leaders

CREATE MARKETING YOUR CUSTOMERS CAN USE

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U-til-i-ty noun: the quality or state of being useful

Use-ful adjective: helping to do or achieve something

Source: Merriam-Webster.com

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Why?

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We are always addressable. . .

Source: Nonexiste.net (https://images.nonexiste.net/)

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Higher buying power

Digitally savvy

Seek value-driven interactions

Avoid advertising

. . . and getting impatient with marketing

Source: Forrester NA Consumer Technographics survey, Q3 2013

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What?

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Demonstrate your brand promiseDon’t just talk about it

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YOU MUST BECOME VISIBLY AND FUNCTIONALLY USEFUL TO YOUR CUSTOMERS

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The five primary ways to offer utility

1. Become a trusted agent.

2. Solve a problem.

3. Get out of the way.

4. Automate mundane tasks.

5. Fulfill a need the customer doesn’t know they have.

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HOW DOES SOCIAL PLAY A ROLE?

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1. Become a trusted agent

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McCormick becomes a trusted agent for citizen chefs

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2. Solve a problem

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Sephora solves the problem of buying the right color makeup

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3. Get out of the way

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Toyota gets out of the way of car buyers

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4. Automate mundane tasks

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Ajax Australia automates social spam cleanup

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5. Fulfill a need a customer doesn’t know they have

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KLM makes flying a social experience

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Recommendations

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Use social tactics that facilitate utility marketing

• Use social data to inform your utility marketing strategy

• Move beyond stand alone social marketing programs

• Demonstrate your brand promise through social channels

• Use social data to inform your utility marketing strategy

• Build a community that provides utility

Source: April 11 2014, Forrester report, ‘Delivering Marketing Customers Can Use’.

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Forrester’s Forum ForMarketing Leaders

Kim Celestre

kcelestre@forrester.com@KCelestre