Trends Report

Best And Worst Of Social Network Marketing, 2008

Forrester Applies Its Social Network Marketing Review Methodology To 16 Major Firms

July 18th, 2008
JO
Jeremiah Owyang
With contributors:
Christine Overby , Harley Manning , Scott Wright , Sarah Glass

Summary

Forrester applied its Social Network Marketing Review methodology to programs run by 16 firms in four industries: automotive, media, technology, and consumer products. Only the BMW Series 1 received a passing grade, and half of the firms scored a zero or lower. But even with these dismal overall results, we found examples of specific best practices: The Dell/Microsoft (Red) program provided a rich media theme that was easily sharable, Sony's BMG page for Alicia Keys was personable and interactive, and Kraft's DiGiorno Pizza delivered a unique interactive experience with its members. To improve social network marketing, brands must develop community-centered content and activities, measure success based on new criteria, and be prepared to participate.

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