Video and Social Marketing Reach A Groundswell

One of the highlights of the day-long track on Social Media & Video Strategies held in conjunction with Search Engine Strategies conference in San Jose, was a presentation by industry leader Nate Elliott, Principal Analyst, Forrester Research on the Groundswell, a book based on analysis by Forrester Research on how they look at social marketing. All too often marketers launch a Facebook, Twitter or YouTube account without a social media strategy which according to Forrester is a backwards approach.

http://media.reelseo.com/nate-elliott-forrester-groundswell-640.mp4
We had an opportunity to speak with Nate following his presentation and he described several practical, data-based strategies that companies can use to build their social strategy. According to Nate you need to look at consumer engagement and ask what they want. Social media has changed the way consumers participate in group action and if companies don't heed the Groundswell they could be dealing with a public relations disaster, like the viral video hit, United Breaks Guitars.

"We actually encourage marketers to use the POST method. Focus first on the People they are trying to reach, second on their Objectives and finally look at what Strategies they want to pursue and what Technologies are most appropriate for achieving those strategies."

Forrester's Social Technographics:

Video and Social Marketing Reach A GroundswellForrester's Social Technographics® is a tool that classifies social media consumers into six overlapping levels of participation according to how they use technology. Based on their 2008 survey data Forrester was able to see how participation varies among different groups of consumers, globally. They've made available a consumer tool and a B2B tool that lets you rate the social technographics profile of your customers.

The Social Technographics tool is based upon a ladder that defines highly social interaction to spectators in ascending order. At each level of the ladder participants have the ability to influence a social media campaign.

  • Video and Social Marketing Reach A GroundswellCreators - make social content go. They write blogs or upload video, music or text
  • Critics - respond to content form others. They post reviews, comment on blogs, participate in forums, and edit wiki articles
  • Collectors - organize content for themselves or others using RSS feeds, tags, and voting sites like Digg
  • Joiners - connect in social networks like MySpace and Facebook
  • Spectators - consumers of social content including blogs, UGC video, podcast, forum, or reviews

Nate says:

The biggest challenge for social media is proving success,  it's very difficult for marketers to undertsand exactly what's happened with their social marketing campaigns and what impact that's had on their business. On brand impact, on sales and the things that actually matter to them as marketers. It's great to see that marketers are willing to spend some money to figure out some those challenges.

More on the Groundswell:

Check out this presentation, which is also partcially contained within the video:

About Nate Elliott

Video and Social Marketing Reach A GroundswellNate is a Principal Analyst at Forrester. His primary coverage areas are online video advertising and social marketing. He is a leading expert on developing winning interactive marketing strategies, improving campaign performance, and harnessing emerging customer trends. During his six years with Forrester and JupiterResearch, Nate has worked in New York, London, and Berlin. He has successfully launched two new research services — search marketing and European digital home — and in 2004 he initiated JupiterResearch's coverage of social networking. Nate continues to write extensively about social marketing and media, and his research agenda also focuses heavily on online video advertising and search marketing.

Visit Nate Elliott's blog | Follow  Nate Elliott on Twitter | Become a Fan of Groundswell on Facebook.  THANKS NATE

Stay tuned as we will be publishing many more videos over the course of this week and next.

Special thanks to our sponsor for video coverage of the conference – TurnHere.  TurnHere Internet Video is a leading online video marketing services company. Join their affiliate program and earn money offering online video marketing solutions to your clients. Learn more about the TurnHere affiliate program now.

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About the Author -
Larry Kless is President and Founder of Online Video Publishing [dot] com a new media resource firm for sharing strategies and best practices for online video publishers. Larry is a 20 year veteran of the enterprise video space and award-winning producer of corporate and educational videos. His background is in fine arts and he's a long-time member of Canyon Cinema, Inc. and Filmmakers' Coop. He writes often about streaming media, online video, startups, gadgets, social media, advertising and marketing, videoconferencing and collaboration. He was also named a 2009 Streaming Media All-Star by StreamingMedia.com an annual team of the most innovative, influential, and important players in the online video arena. View All Posts By -

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