Audio: Why Most Brands Fail at Social Network Marketing

Categories: Podcasts, Podtech, Social NetworkingPosted on August 3rd, 2008

http://www.podtech.net/home/5308/forresters-jeremiah-owyang-the-best-and-worst-of-social-marketing

If you’re reading this from a feedreader or an email subscription, advance here to the flash embed to listen to the audio file.

Dear friend Jennifer Jones interviews me on my latest Forrester report The Best and Worst of Social Network Marketing. I discuss some of the high level points of why brands have had so many issues –and what they should do to succeed. 15 of the 16 brands we tested did not pass our criteria, I hope that if we retest them, they will have improved.

Update: I’m doing a teleconference on this topic on behalf of my employer, should you wish to discuss this further and learn more.

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This entry was posted on Sunday, August 3rd, 2008 at 6:04 am and is filed under Podcasts, Podtech, Social Networking. 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.

Nice interview and tease for your report! Thanks so much for posting this. I haven’t read your report, but a comment comes to mind. In your interview you put a lot of emphasis on member creation of content and the importance for marketers to make these opportunities available. And let me say I’m also a huge advocate with my clients for connecting people to each other. While I realize that “creation” is at the “top” of the Forrester technographics ladder (based on “sophistication” of skills/interaction), it is *equally* important for marketers to create engagement & measurement for the *other* activities on that ladder within the community. We tend to forget that not everyone is engaged in communities in the same way.

HP Labs has done some really fascinating research about online communities that marketers should also consider. One study specifically that is fascinating is on the effect of controversy within networks/communities and the effect that has on the tone and direction of the discussion. Some very relevant thoughts to take into account as marketers engage - and measure the insights they are getting from these communities. It may also inform marketers on ways they might need to engage. If you haven’t seen this, I highly recommend taking 15 minutes to listen to Scoble’s interview with Dr. Bernardo Huberman of HP Labs.
http://www.fastcompany.tv/video/social-media-research-with-hp-labs?partner=techmeme

Posted by Linda Zimmer on August 3rd, 2008 at 10:31 am

Wow, this all seems so technical. I just wing it!

Posted by Popeyes Chicken on August 3rd, 2008 at 11:14 am

thank you for the insights,

Posted by wickram on August 3rd, 2008 at 8:10 pm

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Posted by Why Brands Fail at Social Media | Personal Insights on Web 2.0, Blogging, and Business on August 3rd, 2008 at 8:45 pm

@Popeye’s - Indeed. Social media, if done right, is very intuitive. If you’re helpful and unobtrusive, you’ll probably be successful.

Posted by Colonel Tribune on August 4th, 2008 at 8:52 am

with some extrapolation you can see how these ideas could apply to far less sexy brands but can you share any positive examples from the data?

great stuff as usual

Posted by Gil on August 4th, 2008 at 5:16 pm

Insight is a good thing, well done. Marketing is coming of age with your help. Your research is spot on, how by creating great products and letting customers interact creates a stronger brand. One way to help at the C level, is to take a look at what market intelligence could provide for the day to day.

It is about creating a tone with your customers that matters and having the means to hear the collective voice.

Thank you.

Posted by Mark on August 4th, 2008 at 5:22 pm

Thanks Mark, good reinforcement.

Posted by jeremiah_owyang on August 5th, 2008 at 2:27 am

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