thinkla social media breakfast presentation - kim celestre
DESCRIPTION
Social Media Breakfast on 9/4TRANSCRIPT
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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’.
© 2014 Forrester Research, Inc. Reproduction Prohibited
Forrester’s Forum ForMarketing Leaders
Kim Celestre
[email protected]@KCelestre