Social Depth in Social Media and Online Communities

Social depth in social media? Not an oxymoron.

Forrester just released The Forrester Wave™: Social Depth Platforms report where it positions Telligent as a Strong Performer and discusses how and why brands are getting value by engaging their customers online through meaningful interactions.*

We’re thrilled to be recognized. Forrester said about Telligent: “Telligent Systems provides robust platform capabilities and community features. We found that Telligent offers marketers a comprehensive community feature set. The platform’s strengths include support for various rich media formats, customizable search options, and advanced mobile features. In addition, Telligent offers a large development ecosystem, including Widget Studio and Telligent Marketplace, which includes dozens of applications that can be customized by marketers.”

We are also keen to share a few takeaways from the report and some advice on social depth. Why the interest from brands in shifting from static content to more social interactions? Forrester found:

  • The Internet is the No. 1 destination for exploration.
  • Social activity attracts site visitors.
  • User-generated content favorably influences buying behavior.*

If you’re working toward more meaningful relationships with customers, it’s important to be authentic. Check out this quick video from Hitched, the UK’s largest wedding planning community. You’ll get ideas for building closer relationships with your customers through fun and helpful interactions. A glance at their community showcases a few standout tips:

  • Define your audience: Targeted to brides and grooms – the content is focused on all of the essentials in one place, including venues, attire, honeymoons, rings, etc. It also connects suppliers and engaged couples for a more seamless purchase path.
  • Support meaningful interactions: Couples talk to others about their wedding questions, dilemmas and options to get feedback. Having extra opinions outside of immediate family and friends is a good avenue for couples that don’t necessarily want to share all of the details of their day in advance. Couples like to post their speeches, pictures and ideas, or weigh in with their opinions on other members’ weddings.
  • Don’t forget design: Easy to navigate and friendly on the eyes, Hitched is heavy on wedding pictures, samples and collages. The community is focused around key areas of interest to help members find what they’re looking for and connect with others for advice.
  • Grow with your audience: Lots of couples started having babies, so Hitched spun off a new community called The Mumdrum for new parents to talk about all things related to parenthood. The key is to stay in tune with your community and evolve with them.

You can also download this complimentary Forrester report on the four social marketing tools you need to figure out how social depth fits in with your overall social marketing strategy.

*The Forrester Wave™: Social Depth Platforms, Forrester Research, Inc., July 9, 2013.