Erna   Alfred Liousas

Erna Alfred Liousas

Analyst Serving B2C Marketing Professionals

As an analyst serving B2C Marketing Professionals, Erna focuses her research on social media marketing. Her research covers always-on brand programs, online communities, and social media technologies.

Previous Work Experience

Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There, she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. In addition, Erna worked at American Express as a senior manager. During her tenure, she was part of a core team that developed and successfully implemented American Express's overarching social media strategy, which resulted in her team receiving The Chairman's Award for Innovation. Erna also held positions of increasing responsibility with Communispace, The Performance Measurement Group, and Raytheon.

Education

Erna holds an MBA from Boston University and a B.A. from Brandeis University.

Erna Alfred Liousas

Analyst Serving B2C Marketing Professionals

As an analyst serving B2C Marketing Professionals, Erna focuses her research on social media marketing. Her research covers always-on brand programs, online communities, and social media technologies.

Previous Work Experience

Prior to joining Forrester, Erna was a consultant at a marketing strategy firm. There, she designed, developed, and facilitated marketing excellence programs for chemical, healthcare, and technology sectors. In addition, Erna worked at American Express as a senior manager. During her tenure, she was part of a core team that developed and successfully implemented American Express's overarching social media strategy, which resulted in her team receiving The Chairman's Award for Innovation. Erna also held positions of increasing responsibility with Communispace, The Performance Measurement Group, and Raytheon.

Education

Erna holds an MBA from Boston University and a B.A. from Brandeis University.

Erna Alfred Liousas's Research

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  • For B2C Marketing Professionals

    REPORT: Marketers Weigh In: More Social Media Management Features Don't Guarantee Success

    January 30, 2018Erna Alfred Liousas

    Today's social media management solutions are complex because the social media landscape is complex. Unfortunately, marketers are complicit in this complexity when they choose vendors based on feature density instead of feature alignment with their business objectives. Whether you're a marketer researching your first social media management solution (SMMS) or your third, read this report to help you shortlist the best SMMS for your needs.

  • For B2C Marketing Professionals

    REPORT: Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook

    January 2, 2018 Ryan Skinner, Erna Alfred Liousas

    How is content influencing audiences? Is your brand forging the basis of better long-term and more-efficient relationships with existing and future customers? And how is all of this activity contributing to the business' success? These hard questions demand both analytical acumen and sound strategic judgment from marketers. Read this report to determine the value of your B2C marketing content, including how to measure if it changes customers' attitudes toward your brand and ultimately drives positive business outcomes. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new strategies, examples, and data.

  • For B2C Marketing Professionals

    REPORT: Chart Your Path To Social Media Maturity

    Road Map: The Social Marketing Playbook

    December 8, 2017Erna Alfred Liousas

    B2C marketers should read this report to identify the key milestones required to progress beyond their current social media maturity stage and sustain that progress so the entire organization can benefit from social media's value.

  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook

    November 29, 2017Erna Alfred Liousas, Melissa Parrish

    When pursuing marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. This report provides B2C marketers with a process to successfully integrate social into their marketing strategy by methodically assessing audience, objectives, and tactics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Define Your Social Media Maturity To Advance Your Social Marketing

    Assessment: The Social Marketing Playbook

    November 16, 2017Erna Alfred Liousas

    B2C marketers can't get more from their social marketing investments without first understanding where they are now in their overall social media maturity. This maturity covers the spectrum of sophistication in social media use, enabling marketing strategies and the resolution of consumer and employee challenges across the organization. Read this report to learn about the competencies that affect a brand's social media maturity, and use our new assessment to determine your own maturity stage. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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