© 2013 Forrester Research, Inc. Reproduction Prohibited

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

© 2012 Forrester Research, Inc. Reproduction Prohibited

Social marketing matters internally: within the customer life cycle

© 2015 Forrester Research, Inc. Reproduction Prohibited 9

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

© 2015 Forrester Research, Inc. Reproduction Prohibited 20

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