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Forrester Groundswell Awards: Listening

Webtrends Open Campaign


(3 votes)
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Webtrends Open Campaign

By Webtrends
The Open Campaign is a transparent look at digital marketing today through the execution of an integrated multi-touch campaign. Specifically, this campaign is about the idea of “open exchange” - of information, ideas and numbers. Through this campaign, Webtrends is going behind the scenes of actual marketing campaigns to show in real time how these elements come together to generate profound customer insight and digital marketing success. The focal point and ultimate goal of the Open Campaign is about showing, not telling. By going behind the scenes, we are attempting to show marketers, sales people, business decision makers, web analytics professionals, and anyone that is impacted by marketing today, how all of the pieces of interactive marketing come together. Over the coming months, we're going to pull back the covers, explain our tactics and share our results. Everyone will have the opportunity to weigh in when optimization decisions are being made based on the data we’re collecting and reviewing together. A combination of online and offline tactics drive traffic to the Open Campaign microsite that is designed to engage visitors, deliver content, encourage collaboration and ultimately convert high-quality leads.

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Network Solutions® and Communispace: Building Business by Creating a Circle of Trust


(1 vote)
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Network Solutions® and Communispace: Building Business by Creating a Circle of Trust

By Network Solutions® and Communispace
Network Solutions® helps small businesses start and market their businesses on the Web. Vital to their success are “Web Professionals”—Web developers and designers. In recent years, this key customer group had been moving away from Network Solutions, choosing instead cheaper competitors like GoDaddy® and Bluehost®. By creating a private online community of 300 Web Professionals, Network Solutions rebuilt its relationship with this important target segment by understanding and listening to their needs and challenges.

This private community was (and continues to be) instrumental in the development of LinkTogether.com, a public community that serves as an “online destination” for these professionals to find the tools and resources to build their businesses. Collaborating with like minded members, the community had input on every aspect of LinkTogether.com—from the features, to the tools, to the design and promotion of the site.

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Not Your Granddad's Hearing Aid


(3 votes)
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Not Your Granddad's Hearing Aid

By infoGroup
A real-time feedback (RTF) program that serves as a continuous listening platform & initiates immediate, relevant social interactions with our customers/prospects. Feedback is gathered using the original social networking tool, email, to automatically send a survey when an event occurs such as registration, purchase or cessation of buying pattern. Other feedback comes from new social media, such as sweepstakes entry forms strategically placed on popular social sites. Integration with our CRM allows customer or market intelligence to automatically flow into customer service, product innovation, sales & marketing. Built-in logic recognizes survey answers, form fields & prospect/client variables in order to trigger a relevant response at the right time. Listening helps us understand our customers/prospects & respond in a personal, meaningful way to an individual or affinity group. It also facilitates the automation of sales cycle activity, purchase trending, predictive modeling & more.

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CDW and Communispace: Listening to Create a Customer-Centric Sales Strategy


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CDW and Communispace: Listening to Create a Customer-Centric Sales Strategy

By CDW and Communispace
CDW is a leading provider of technology solutions for business, government, and education. Since 2004, CDW has had the voice of its corporate customers at its fingertips through three private communities of approximately 300 members each, built and managed by Communispace. Community members are influencers and/or makers of technology purchasing decisions who are eager to learn from their peers, and have a voice in shaping the policies, products, and services offered by CDW.

CDW continuously taps members of its private online communities for all kinds of indispensible advice on its products and services, marketing ideas, and innovation. The communities also have inspired new approaches to sales both in terms of generating leads and relationship building with prospects early in the sales process.

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Energizing the Fans


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Energizing the Fans

By JackBe & Never Stop Marketing
The Mashup Developer Community is designed to help mashup enthusiasts connect with each other and with leading Mashup experts - from JackBe and across the industry. Whether an enterprise mashup developer, analyst, reporter, or forum visitor, it is a valuable location for discussion, learning and sharing.

The MDC was built on a Drupal platform with the goal of enabling conversations that are more relevant and targeted to each member's mashup interest. By leveraging Twitter, ShareThis and Digg connectivity, the MDC broadcasts frequent blog posts (from the community managers and members), technical education and support (from the JackBe engineering team), the occasional contest, and an array of user-generated support Q&A.
In addition to the many educational and support features that the MDC community offers, all members receive a free developer edition of JackBe's award-winning Enterprise Mashup Platform, Presto.
With the tools and support of the MDC, developers are now able to actually demonstrate the potential of mashups and the promise that they hold for their organizations. For business executives intrigued by the potential of "enterprise mashups" (and how they can help them make faster, more effective decisions), these tangible proofs of concept are invaluable.

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