Length: 7 pages For Marketing Leadership Professionals
Mary Beth Kemp April 24, 2008
Social Multitaskers Will Have The Highest Social Value
Consumers Engaged In Four Or Five Social Roles Are The Most Influential
by Mary Beth Kemp
with Jaap Favier, Alice Bresciani

This is a document excerptEXECUTIVE SUMMARY

Influential consumers drive purchase decisions and influence how others feel about a brand. Because of the importance of consumer-to-consumer communications, marketers should now take into account the social value of their customers and prospects. And because consumers who participate in multiple categories of Social Computing activities are more likely to be of high social value, marketing leaders should direct their teams at locating these consumers and motivating them to get involved with the brand.

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Analyst: Mary Beth Kemp
Technology: Customer Experience, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0
Industry: Consumer Portals & Search, Consumer Technology Adoption
Geography: Europe

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Original air date: Thursday, June 19, 2008
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