Forrester

For Marketing Leadership Professionals

Report:Objectives Are The Key To Social Strategy

Strategic Plan: The Social Marketing Playbook

We're several years into the social marketing boom, but still many executives are going about social strategy backward: picking technologies like Facebook or Twitter first instead of focusing on what...

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For Marketing Leadership Professionals

Report:Introducing The New Social Technographics®

How Conversationalists Change The Marketing Landscape

Social technologies have arrived big time. Facebook and Twitter are on the vanguard of much of the most active online social activity. When we created the Social Technographics® ladder of...

• Downloads: 2446

For Marketing Leadership Professionals

Report:How To Choose The Right Social Technologies

Choose Based On Objectives And Include Success Metrics

Building a social technology strategy? Pick your objective first, then choose the appropriate technology to accomplish your goals. In this document we describe which technologies work best for...

• Downloads: 2435

For CMO Professionals

Report:Competitive Strategy In The Age Of The Customer

Only Customer-Obsessed Companies Can Survive Disruption

Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can't save you. In this age of the customer, the only...

• Downloads: 2769

For Marketing Leadership Professionals

Report:The Growth Of Social Technology Adoption

Social technology adoption increased tremendously this year. Three in four US online adults now use social tools to connect with each other compared with just 56% in 2007. What else changed? Ratings...

• Downloads: 1960

For Marketing Leadership Professionals

Report:Top Social Computing Predictions For 2009

Experimentation Gives Way To Meeting Business Objectives As Social Computing Goes Mainstream

With adoption of all Social Computing technologies increasing in 2008, brands will move beyond experimentation and focus on real business impact in 2009. New technologies will arise that allow...

• Downloads: 2126
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For Marketing Leadership Professionals

Report:Peer Influence Analysis

Mass Influencers Are The Key To Achieving Scale In Social Media Marketing

For marketers seeking the sort of reach offered by advertising, social media has posed a challenge. Based on our surveys, we now know that people in the US generate more than 500 billion online...

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For Marketing Leadership Professionals

Report:A Global Update Of Social Technographics®

An Empowered Report: Social Media Growth Is Centered On Social Networking

While social technology behaviors are at the center of many strategy discussions around the globe, the focus should be on the changes in consumers' adoption of these behaviors. Consumers continue to...

• Downloads: 1949

For Marketing Leadership Professionals

Report:The Social Tools Consumers Want From Their Favorite Brands

More than half of online tweens and teens and 42% of online adults want to see a social application from their favorite brands. For example, one in four US online adults want to see discussion forums...

• Downloads: 1762

For Marketing Leadership Professionals

Report:Social Technology Strategies For "Boring" Consumer Brands

To Create Borrowed Relevance, Get Customers Talking About Their Problems

Even if your brand isn't Apple or Nike, you can still benefit from the surge in social technology. The trick is "borrowed relevance" — creating an application that's about your customers'...

• Downloads: 1695

For Marketing Leadership Professionals

Report:Metrics For Social Applications In A Downturn

Measure What Matters, Not Just What's Easy To Measure

Given the skepticism that comes with social applications, you'll need metrics to prove their worth, especially with economic conditions deteriorating. Unfortunately, many interactive marketers we...

• Downloads: 1548

For Marketing Leadership Professionals

Report:The Splinternet

Preparing For An Internet Fragmented By Devices And Passwords

The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs...

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For Marketing Leadership Professionals

Report:The Rising Potential Of Social Network Sites

Half of US online adults are Joiners, people who interact with social networks at least once a month. Very few are decreasing the amount of time they spend on these networks. More than three-quarters...

• Downloads: 1653

For Marketing Leadership Professionals

Report:Time To Rethink Your Corporate Blogging Ideas

With Corporate Blog Credibility Low, Blogging Only Makes Sense As Part Of A Plan

Corporate blogs rank at the bottom of the trust scale with only 16% of online consumers who read them saying that they trust them. Furthermore, the consumers who say they trust these blogs are the...

• Downloads: 916

For Marketing Leadership Professionals

Report:How To Create A Social Application For Life Sciences Without Getting Fired

Social Strategies That Succeed Within A Regulatory Framework

People with health problems naturally form mutually supportive communities and seek out information about drugs and treatments. And yet, because of restrictive FDA regulations, pharmaceutical and...

• Downloads: 1047

For Marketing Leadership Professionals

Report:Lessons From The Groundswell

What We've Learned From Six Months Of Talking To Clients

We've discussed the concepts in our book Groundswell with clients from industries ranging from pharmaceutical devices to credit cards to software. These concepts — specifically starting with...

• Downloads: 716

For Marketing Leadership Professionals

Report:Big Online Spenders Embrace Social Technologies

The biggest online spenders are also highly involved in social activities, especially those that include creating content and participating in dialogues. Retailers should take notice of this as they...

• Downloads: 795

For Marketing Leadership Professionals

Report:Which Car Brands Should Pursue Social Applications?

Mazda And Honda Have The Most Active Customers; GMC And Mercury The Least

Car owners have widely different affinities for social applications. Mazda, Honda, Pontiac, Hyundai, and Jeep have the most active customers; Ford, Nissan, Chevrolet, GMC, and Mercury have the least....

• Downloads: 725

For Marketing Leadership Professionals

Report:Peer Influence In An Unstable Economy

Tap Consumer Trust In Each Other To Build Brand Relationships

Marketers should prioritize energizing customers over just talking to them when the economy is this unstable. Why? Consumers trust word of mouth most — and it has proven business impact. Most...

• Downloads: 719

For Marketing Leadership Professionals

Report:The Social Technographics® Of Device Owners

Devices Should Make Social Connections Beyond Marketing

Owners of mainstream electronics devices like HDTVs and digital cameras rate about average on social participation, while those who own MP3 players and home networks rate well above average. Consumer...

• Downloads: 553

For Marketing Leadership Professionals

Report:Working With Web 2.0 Startups

Unlike B2C Startups, Many B2B Startups Are Great Partners For Marketers

Hundreds of consumer-focused Web 2.0 companies have sprung up, but most struggle to attract traffic and monetize it. This is why some worry that Web 2.0 is a bubble. But much of the current value in...

• Downloads: 570

For Marketing Leadership Professionals

Report:Talk To Youth The Way They Talk To Each Other

Young consumers' close social connections allow them to influence each other's purchase decisions. Seventy percent of youth tell friends about products that interest them, nearly twice the percentage...

• Downloads: 636

For Marketing Leadership Professionals

Report:Persuasive Consumers Are Socially Connected

Forty-four percent of US online adults are persuaders, those who tell others about products that interest them. They're brand-motivated, open to ads, and highly active in social applications. To...

• Downloads: 690

For Marketing Leadership Professionals

Report:Why You Should Care About Web Widgets

Demo 2007's "MySpace Furniture" Lets Marketers Connect With Their Fans

MySpace furniture is our name for a new class of video-laden widgets that consumers can assemble and paste into email and on Web pages, including MySpace.com pages. At the Demo 2007 conference,...

• Downloads: 512

For Marketing Leadership Professionals

Report:Who Flocks To Twitter?

Eight percent of US online adults post and read updates on Twitter at least monthly, while another 4% read but don't post. While modest, both of these groups will prove powerful for marketers to tap....

• Downloads: 691