For Technology Marketing Professionals

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	April 24, 2009 Social Technographics® Reveals Local Differences In Technology Buyer Profiles by Jennifer Belissent, Ph.D. with Peter Burris, Laura Ramos, Zachary Reiss-Davis

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Executive Summary

Social media is a global phenomenon creating profound change in B2B buyer behavior and the nature of the relationship between technology buyers and vendors. While social media is evolving into a valuable marketing tool, local adoption of social technologies and related buying behavior varies greatly across regions and countries. Forrester's Social Technographics research for B2B buyers shows how these differences vary across North American, UK, French, and German markets. Technology marketers must take these differences into account as they define and execute marketing programs across geographies.

TABLE OF CONTENTS

• Global Marketing Programs Are Lost In Translation
• Local Differences Inform Global And Social Marketing Programs

RECOMMENDATIONS

• Know Your Local Audience To Tailor Your Social Media Script

WHAT IT MEANS

• Social Media Is Still On Late-Night, But Get Ready For Prime Time
• Supplemental Material
• Related Research Documents

This is an excerpt

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