Social Media

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  • For CMO Professionals

    REPORT: Generate Brand Energy With Digital Experiences: Engage, Excite, And Entangle Your Customer

    Processes: The Brand Experience Playbook

    January 30, 2019 Dipanjan Chatterjee

    In today's consumer environment, brand experiences are overwhelmingly digital — we touch, type, poke, and command our way through interactions. To create and sustain an emotion-driven brand, CMOs must master the art and the technology powering digital experiences. Read this report to learn how to harness the power of existing and emerging digital experiences to create brand value.

  • For CMO Professionals

    REPORT: Facebook: The Myth Of The Monopoly

    A Consumer Energy Index Analysis

    January 18, 2019 Anjali Lai

    2018 was a challenge for Facebook, Inc.: Between the Cambridge Analytica scandal in Q1 and a security bug in Q4, the headlines revealed that its largest partners had access to users' personal data for years. While its strategies and values were pummeled in the media and Congress, Facebook, Inc. made formal apologies and policy revisions. But has it emerged from 2018 unscathed or is the damage irreversible? Our Consumer Energy Index measures the shift in consumer energy around Facebook.com and reveals the forces that threaten the social network's future.

  • For B2C Marketing Professionals

    REPORT: Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook

    January 11, 2019 Jessica Liu, Melissa Parrish

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up to technology capabilities, adds to the struggle. This report helps marketers prepare for social marketing success with an explanation of today's social technology landscape and advice on how to navigate the many point solutions that are rapidly converging into suite solutions.

  • For Customer Experience Professionals

    REPORT: The Five Factors That Supercharge CX Enablement

    Advanced Level: Enablement Practices For CX Transformation

    December 26, 2018 TJ Keitt, Samuel Stern

    To create truly differentiated customer experiences, businesses must first create employee experiences that simplify customer experience (CX) delivery. CX transformation leaders must help their firms create workplaces that make employees smarter, more agile, and more contextually aware. This report provides a framework for fostering innovative CX enablement practices. Forrester refreshes this report regularly based on new research.

  • For B2C Marketing Professionals

    REPORT: How To Measure Social Programs

    Performance Management: The Social Marketing Playbook

    December 12, 2018 Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This performance management report of the social marketing playbook shows marketers the three levels of measurement they need to focus on and introduces new methods, data, and vendors that can help. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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