Case Study: Building The Foundation For A Social Technology Strategy
Overview
- A global pet food company wanted to increase engagement with its target customers and counter-balance its agency's
emphasis on TV and print with customer data.
- Forrester profiled the attitudes and behaviors of the client's customers toward Social Computing.
- This engagement enabled our client to understand its customers' adoption of interactive and social media and best
practices for engaging.
The Client's Challenge
This consumer packaged goods company needed to truly understand and evaluate how its target customers were engaging in interactive channels and social networks. Our client needed help building a business case for its marketing plan internally and with its media agency which followed a 70-20-10 (TV, print, emerging) media-buying formula.
Wanting to verify if it was misallocating dollars in traditional channels and learn best practices, the client needed detailed consumer data and an objective voice on what to do, and what not to do, when engaging in interactive channels and Social Computing.
Forrester's Solution
As an independent, objective third-party with rigorous proprietary data on the attitudes and behaviors of consumers, Forrester provided the following deliverables:
- Target customer analysis
- Preparation of custom data cuts of the client's target customers
- Creation of Social Technographics® profiles, representing the online activities, behaviors and level
of engagement with social media
- Best practices and recommendations
- Identified the most relevant social media tactics based on the marketing objectives and consumer engagement
- Identified between three and four best practice examples of the most relevant tactics for furthering the company's
engagement with its target customers
