As we all know, people increasingly use technology to get what they need from each other, instead of relying on companies and businesses.
“Customers are writing about your products on blogs and recutting your commercials on YouTube. They’re defining you on Wikipedia and ganging up on you in social networking sites like Facebook. These are all elements of a social phenomenon — the groundswell — that has created a permanent, long-lasting shift in the way the world works. Most companies see it as a threat. You can see it as an opportunity.” In Groundswell, two of Forrester Research’s top analysts, Josh Bernoff and Charlene Li, show you how to turn the force of customers connecting to your own advantage.
Social media gives a voice to buyers who can now describe their experience and disappointment to a global audience. And, wow, are they saying a lot.
This is a social trend accelerated by technology, not the other way around.
Companies are more stretched than ever on staff that delivers products and services, as well as support for them. At the same time, due to the fragmentation of media and customer interests, their marketing dollars are not going as far as they used to when broadcasting was considered the way to go.
The good news is that businesses can reach customers where they are, and take advantage of the very same tools to not only satisfy their requests, but to gain insights about their buying habits – something that in the past could be done only with expensive research.
Forrester surveyed more than 1,200 business technology buyers and found that they exceed all previous benchmarks for social participation.
Social participation data for other countries are also available. Try their profile tool here.
Forrester’s Social Technographics classifies consumers into six overlapping levels of participation.
Forrester isn’t the only one diving in to research in the social space. Brightkite, which bills itself as a social discovery network and GFK also did some research lately. The ‘big’ insight wasn’t really big at all. It appears 87% of people prefer face-to-face interactions than spending time online and would rather talk in person at a rate 44 times more than through online means. An interesting article by Jason Falls analyses this for us.
In conclusion, social media, this is where consumers are and thus where marketing is going.