For CMO & Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	June 12, 2008 Social Computing: Some Americans Do It All One-Third Of Actives Will Have The Highest Social Value by Mary Beth Kemp with Jaap Favier, Alice Bresciani

This is an excerpt

Executive Summary

Consumers rely on other consumers when building their brand preferences and making their purchase decisions. That's why marketers should take into account a customer's or prospect's influence or social value. Consumers who participate in more than one Social Computing activity are more likely to be of high social value. And as many US consumers are involved in three or more activities, marketing leaders there should let their teams develop a social marketing strategy to reach those who influence others. The first steps: Find, identify, and interact with these consumers.

TABLE OF CONTENTS

• High Social Value Consumers Are In The "High Top"
• Marketers: Play The Top Third Of The Field

RECOMMENDATIONS

• Make Multitaskers And All-Arounders Your Top Priority
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.