Forrester

For Marketing Leadership Professionals

Report:Social Media Metrics That Matter

Communicating The Right Data To Different Internal Stakeholders

Social media contributes value to interactive marketing programs in many ways — but measuring that value is difficult. The sheer volume of social media metrics can quickly become overwhelming...

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For Marketing Leadership Professionals

Blog:Introducing the Marketing RaDaR

In our new report "Mix Art And Science For Marketing Success," we introduce a new model: The Marketing RaDaR. This model (which serves as an update to our previous 'interactive brand...

For Marketing Leadership Professionals

Tool:Nearly Twice As Many People Share UGC Video As Share Marketer-Created Video Content

For Marketing Leadership Professionals

Tool:Italian, Dutch, And Swedish Banks Have The Best Opportunity For Social Media Marketing

For Marketing Leadership Professionals

Report:The State Of Social Media Marketing In Europe, 2011

Measurement And Staffing Challenges Keep Social From Taking Off

As more European consumers use social media, more European interactive marketers are adopting the channel as well. But there are still key challenges to overcome. First, marketers fail to measure the...

• Downloads: 587

For Marketing Leadership Professionals

Blog:Further Proof That Social Media Is A Mass Medium: The 2010 European Peer Influence Analysis Report

Earlier this year, Josh  Bernoff and Augie Ray introduced a new way to look at influential consumers called Peer Influence Analysis -- and showed off some great data from the US market to...

For Marketing Leadership Professionals

Blog:Facebook Still Doesn't Get Marketing

On its first quarterly earnings call, Facebook left it to Sheryl Sandberg to talk about how the company makes most of its money: marketing. And I was encouraged by how much she discussed the topic...

For Marketing Leadership Professionals

Report:Coordinate Your Social Marketing Stakeholders And Resources

Stakeholder Map: The Social Marketing Playbook

Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of...

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For Marketing Leadership Professionals

Report:The Global Social Imperative

Targeting Your Social Media Marketing Programs By Country And Language

The groundswell has gone global: The majority of users on sites like Facebook and Twitter now come from outside the US, and if your social media content reaches the wrong audience, you risk...

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For Marketing Leadership Professionals

Blog:The Deadline For Forrester Groundswell Award Entries Is Today!

Just a reminder that you've got less than 24 hours to enter your submission for the 2012 Forrester Groundswell Awards - we'll be accepting entries until 11:59pm Eastern Time (EDT) tonight....

For Marketing Leadership Professionals

Report:Win The Social Marketing Measurement Game

Performance Management: The Social Marketing Playbook

You've no doubt heard the question: "How do we know that social marketing drives sales?" But just as not all TV spots or billboards are intended to drive direct response, not every social marketing...

• Downloads: 50

For Marketing Leadership Professionals

Blog:How To Approach Your Social Marketing Initiative

At Forrester, we’ve always strived to help our clients address their challenges from a number of different angles, and now we’re formalizing this approach with an idea called playbooks....

For Marketing Leadership Professionals

Report:2012 Interactive Marketing Predictions

Marketing Gets Customized For Social, Local, Mobile, Multiscreen Consumers

Social is not a channel, and mobile goes beyond the smartphone. In 2012, marketers will get this concept and realize that their customer is truly "always on." The customer of 2012 expects customized,...

• Downloads: 1671

For Marketing Leadership Professionals

Report:How To Choose Partners For Social Marketing

Tools And Technology: The Social Marketing Playbook

This report outlines how interactive marketers can choose the right tools and partners for their social marketing programs. As an interactive marketer, you need to use new social technologies —...

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For Marketing Leadership Professionals

Report:Push Traditional Budgets Online In Emerging Markets

Interactive Marketing Is The Best Way To Reach Attractive Consumers In The BRICs And Beyond

Interactive marketing often takes a back seat in emerging markets, a victim of the low online penetration in these countries and of local marketing teams who lack experience with interactive tools....

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For Marketing Leadership Professionals

Blog:Winners Of The 2010 Forrester Groundswell Awards (Consumer International)

Social media adoption has grown in leaps and bounds over the past few years, and not just in North America. Did you know that Italian and South Korean online users are more likely to engage with...

For Marketing Leadership Professionals

Report:Customize Your Interactive Brand Ecosystem

Use Scale And Audience Trust To Prioritize Interactive Marketing Channels

Building an effective brand ecosystem can be hard: Interactive marketers have dozens of social, mobile, and paid media channels to choose from and often limited resources to work with. To make the...

• Downloads: 629
• Comments: 1

For Marketing Leadership Professionals

Blog:Why Don't European Marketers Spend More On Social Media?

European marketers are as excited about social media today as ever before. In fact, according to our annual survey, three-quarters of interactive marketers in Europe either already use social media...

For Marketing Leadership Professionals

Tool:PNC Bank Customers Are The Most Engaged With Several Key Social Behaviors

For Marketing Leadership Professionals

Tool:Relatively Few Users Engage With Brands In Social Media

For Marketing Leadership Professionals

Tool:No Marketer Category Dominates The Viral Video Charts

For Marketing Leadership Professionals

Report:The Right Way To Globalize Your Interactive Marketing Programs

Provide Each Local Team With The Right Mix Of Assets And Support

There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear a...

• Downloads: 331

For Marketing Leadership Professionals

Blog:Guest Post: James McDavid On How Smirnoff's "Nightlife Exchange" Brought Social Media Offline

I've always loved examples of the crossover between online and offline influence; my 2009 report The Analog Groundswell contains some of my favorite examples of that overlap. Our new...

For Marketing Leadership Professionals

Blog:How Does Your Company Manage Social Media Across Multiple Countries?

Working in Europe, I'm constantly hearing about social media programs designed for one country accidentally reaching users in other countries -- especially when they're done in English....

For Interactive Marketing Professionals

Tool:Forrester Wave™: Social Relationship Platforms, Q2 '13