Recipients Honored At Forrester's Consumer Forum
DALLAS--(BUSINESS WIRE)--Oct. 29, 2008--Outstanding social
applications by companies such as Accenture, Intuit, National
Instruments, and Starbucks were honored today at the Forrester
Research, Inc. (Nasdaq: FORR) Consumer Forum in Dallas. The second
annual Forrester Groundswell Awards recognize excellence in
accomplishing business goals with social applications. Forrester
developed this awards program to support and recognize the principles
outlined in the Forrester book Groundswell: Winning In A World
Transformed By Social Technologies (Harvard Business Press, 2008).
Winners were chosen across seven categories: Embracing,
Energizing, Listening, Managing, Social Impact, Supporting, and
Talking. These are the main goals Forrester recommends companies
consider as reasons to use social technologies to interact with
customers. For demonstrating their business effectiveness and value in
these categories, the winners are:
-- Embracing: MyStarbucksIdea.com by Starbucks
-- Energizing: Hershey's Bliss House Party by House Party
-- Listening: Mattel's "The Playground" Community by Communispace
-- Managing: Borderless Workplace by Accenture
-- Social Impact: Artshare, Click Exposition, and Posse by
-- Supporting: Nerd Network by National Instruments
-- Talking: Young & Free Alberta by Common Wealth Credit Union
In addition, a special award was designated to capture the
powerful changes happening across all functions of one particular
organization. Intuit, Inc. was recognized for excellence in Company
This year's awards process included a new element -- the ability
for people to rate and comment on all 151 entries online on the
Groundswell Web site, groundswell.forrester.com. Forrester took the
community's evaluations into account when selecting winners but chose
winning entries based on proof of business value, not which
applications ended up the most popular.
"This year's Forrester Groundswell Award winners demonstrate the
business case for embracing new digital channels and fostering
collaborative communications with customers on an ongoing basis," said
Forrester Research Vice President and Research Director Carrie
Johnson. "The reality is that consumers are in control, and companies
must be in tune with them in order to constantly adjust to their needs
and behaviors. Aligning with customers is the only way to maintain
loyalty and market advantage, particularly in a down economy where
fighting for every customer counts."
Forrester's Consumer Forum Presents Strategies For Engaging With
Empowered Consumers And Communities
More than 700 professionals gathered in Dallas this week for
Forrester's Consumer Forum 2008 to discuss evolving customer behavior
and how to keep ahead of that behavior to create successful long-term
strategies. The Forum's keynotes and panel discussions offered
insights across all of the marketing and strategy roles served by
Forrester. For example:
-- eBusiness & Channel Strategy professionals learned how to
manage customer data and use it to improve their business.
-- Consumer Product Strategy professionals examined the needs and
behaviors of consumer when they are considering new products
and discussed product innovation best practices.
-- Consumer Market Research professionals explored research
methods that will help them gain deep insight into the future
demands of consumers.
-- Direct Marketing professionals focused on how to develop a
multichannel view of customers and leverage it to establish an
enterprisewide customer contact strategy.
-- Customer Experience professionals discussed how to model the
business impact of customer experience and deliver great
customer experiences across multiple channels.
-- Interactive Marketing professionals were offered tips for
leveraging social networks to acquire new customers or build
relationships with existing ones.
-- Marketing Leadership professionals learned how their
organizations can remain relevant to consumers by offering
uniqueness, connections, and control.
Industry leaders who spoke at the Consumer Forum included:
-- Debra Coughlin, Executive Vice President, Chief Marketing
Officer, Citi Brands
-- Cameron Death, Vice President Digital Content, NBC Universal
-- Dave Finnegan, Chief Information Bear, Build-A-Bear
-- Daniel P. Garton, Executive Vice President, Marketing,
-- Seth Greenberg, Director, Online Advertising & Internet Media,
-- James W. Keyes, Chairman and CEO, Blockbuster
-- Patricia Seybold; CEO, Consultant, and Author of Outside
Innovation, Customer Revolution, Customers.com; Patricia
-- Lisa Sherman, Executive Vice President, General Manager, Logo
from MTV Networks
-- Tim Suther, Senior Vice President, Digital Marketing Services,
-- Paco Underhill, Founder and Managing Director, Envirosell
In addition, attendees took part in one-on-one sessions with
Forrester analysts, peer networking, and a technology showcase where
27 sponsors -- including platinum sponsor Acxiom and gold sponsors
Blast Radius, Critical Mass, InQ, and WhittmanHart -- shared their
Members of Forrester Leadership Boards' marketing groups also met
at the Consumer Forum. They attended exclusive sessions hosted by The
CMO Group, the eBusiness Council, the Interactive Marketing Council,
the Direct Marketing Council, and the Market Research Council. The CMO
Group members discussed best practices for customer engagement and how
to drive innovation throughout an organization, the eBusiness Council
focused on how to build best-in-class eBusiness teams, the Interactive
Marketing Council learned about social marketing metrics and how to
prove the value of interactive marketing programs, the Direct
Marketing Council examined the future of customer analytics and direct
communication channels, and the Market Research Council discussed its
role during challenging economic times and how to make market research
actionable. More information on Forrester Leadership Boards is
available at: www.forrester.com/LeadershipBoards.
For more information about future Forrester Events, visit:
About Forrester Research
Forrester Research, Inc. (Nasdaq: FORR) is an independent research
company that provides pragmatic and forward-thinking advice to global
leaders in business and technology. Forrester works with professionals
in 19 key roles at major companies providing proprietary research,
consumer insight, consulting, events, and peer-to-peer executive
programs. For more than 25 years, Forrester has been making IT,
marketing, and technology industry leaders successful every day. For
more information, visit www.forrester.com.
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CONTACT: Forrester Research, Inc.
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Senior Public Relations Specialist
SOURCE: Forrester Research, Inc.