Guest Post: Sarah Takvorian’s Favorite Forrester Groundswell Award Winner
[UPDATE, Sepember 2013: Entries for the 2013 Forrester Groundswell Awards are now closed. More than 100 companies entered more than 130 social programs this year, and we're looking forward to reviewing them and recognizing the best at our 2013 eBusiness Forum on November 5.]
We recently announced that we are accepting applications for the 2013 Forrester Groundswell Awards! This program recognizes companies that have best used social media to advance an organizational or business goal. As we gear up for this year’s awards, we can’t help but reminisce about those past winners that blew us away. Sarah Takvorian, the super Research Associate who helps out with our social marketing coverage, shares one of her favorites from the 2012 awards:
We received more than 100 award entries in 2012, but the B2C Talking category winner was my favorite. Glidden’s “My Colortopia” social hub engaged the paint brand’s target audience and guided them toward the right colors and styles by providing expert advice and personalized inspiration.
Glidden’s agency Digital Influence Group created the program, consolidating a wealth of digital content to calm customers nervous about accidentally painting their living rooms Pepto-Bismol pink. MyColortopia.com featured DIY design and décor bloggers, Q&A and advice columns, and even a personality quiz to help people pick color palettes. Glidden also cross-posted this content on Pinterest, Facebook, Twitter, and YouTube, and promoted the social hub with paid media, mobile ads, and in-store experiences.
The results were fantastic. After interacting with My Colortopia, consumers were 70% more likely to consider Glidden paint for their next project. Glidden’s program was fresh, colorful, and customer-centric. By providing social content and experiences that addressed a known problem for its target audience, Glidden was able to keep the brand top of mind and turn prospects into customers.
Is your company doing something great with social? Think you have what it takes to win a Forrester Groundswell Award? We’d love to see your best work. Submit your entry by August 30 — we can’t wait to hear from you!