For Interactive Marketing Professionals (Length: 17 pages)

July 18, 2008 (updated July 28, 2008)

Best And Worst Of Social Network Marketing, 2008

Forrester Applies Its Social Network Marketing Review Methodology To 16

This is the first document in the "Best And Worst Of Social Network Marketing, 2008" series.

by Jeremiah K. Owyang

with Harley Manning, Christine Spivey Overby, Scott Wright, Sarah Glass

Executive Summary (This is a document excerpt)

Forrester applied its Social Network Marketing Review methodology to programs run by 16 firms in four industries: automotive, media, technology, and consumer products. Only the BMW Series 1 received a passing grade, and half of the firms scored a zero or lower. But even with these dismal overall results, we found examples of specific best practices: The Dell/Microsoft (Red) program provided a rich media theme that was easily sharable, Sony's BMG page for Alicia Keys was personable and interactive, and Kraft's DiGiorno Pizza delivered a unique interactive experience with its members. To improve social network marketing, brands must develop community-centered content and activities, measure success based on new criteria, and be prepared to participate.

TABLE OF CONTENTS

NOTES & RESOURCES

itemForrester Graded The Current State Of Social Network Marketing

itemThe Bottom Line: Most Firms Fell Short

itemWhat Went Right

recommendations

itemImprove Marketing Efforts By Focusing On Socialization

itemSupplemental Material

Forrester reviewed social network marketing campaigns by 16 brands including BMW, Chevy, Intel, Kraft, Mars, Microsoft, Nike, and Sony BMG.

Related Research Documents

itemOnline Community Best Practices

February 13, 2008

itemMarketing On Social Networking Sites

July 5, 2007

itemHow Consumers Use Social Networks

June 21, 2007

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.
Analyst: Jeremiah K. Owyang
Technology: Customer Experience, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0
Industry: Automotive, Automotive Customer Experience, Automotive Marketing, Consumer Electronics, Consumer Industries, Consumer Media & Entertainment, Consumer Packaged Goods, Consumer Packaged Goods Marketing, Consumer Technology Adoption, Media & Entertainment
Geography: Asia Pacific, Europe, North America

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Archived Teleconference:
The Best And Worst Practices Of Social Network Marketing
Original air date: Monday, August 11, 2008
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Ratings and Comments
Rating: 9 out of 10
based on 3 ratings across all roles.
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