Social Network Marketing Efforts Falling Short
Forrester Research gives most companies a failing grade in an assessment of their social network marketing initiatives.
Forrester applied its Social Network Marketing Review methodology to programs run by 16 firms in four industries: automotive, media, technology, and consumer products.
Only the BMW Series 1 received a passing grade, and half of the firms scored a zero or lower.
But even with these dismal overall results, Forrester found examples of specific best practices: The Dell/Microsoft (Red) program provided a rich media theme that was easily sharable, Sony’s BMG page for Alicia Keys was personable and interactive, and Kraft’s DiGiorno Pizza delivered a unique interactive experience with its members.
Forrester said many programs fell short in three major aspects:
- Marketing programs were not self-fueling. For interactive marketers, social networks offer the promise of rapid word of mouth through an engaged community. But 13 of the 16 brands failed to offer elements like member-created quizzes, social games, or any of the other nearly limitless ways for members to self-express. As a result, most of these marketing efforts require constant attention by firms, which must create content, media, or advertisements in order to keep their programs afloat.
- Marketing efforts do not encourage members to participate among themselves. Member-to-member discussions are a hallmark of social networks, but most brands failed to capitalize on this dynamic. Once again, 13 out of 16 firms failed this test by delivering marketing efforts that didn’t encourage member interactions like contributing comments and voting.
- Companies failed to participate in their own communities. Most companies showed little sign of life, sending their interactive marketing programs live, and then not showing up to welcome, listen to, or otherwise support community members
To improve social network marketing, brands must develop community-centered content and activities, measure success based on new criteria, and be prepared to participate, Forrester says.
More details are available in Best And Worst Of Social Network Marketing, 2008.
You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.