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Michael Porter’s Five Forces Revisited In The Age Of The CustomerOctober 2013 “Competitive Strategy In The Age Of The Customer”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Social media is important because…
6
Social matters externally: in the face of the changing customer journey
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Social marketing matters internally: within the customer life cycle
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Social insight can fuel your customer relationships
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Companies don’t mature because they keep social data contained
PR/Corporate
CommunicationsMarketing
Customer SupportCompetitive
Intelligence
SOCIAL DATA
PR/Corporate Communications
Marketing
Customer SupportCompetitive Intelligence
Listening data has value across the enterprise
Operations
Sales, Lead Generation
Research and Development
Market Insights Customer
ExperienceCreative
Media Planning
Analytics
Human Resources
eCommerceBrand
Protection, Risk Management
Compliance
Marketing PR/Corporate Communications
Competitive Intelligence
Customer Support
LISTENING DATA
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
i. Figure out who you already have
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ii. Find Insights Where The Data Is
iii. Get Enough Data To Optimize Against
iv. Use The Results, Apply Them And Break
Out Even Further From There
v. Reach Users With Targeted Messaging
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