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For B2C Marketing Professionals

Build An Engagement Strategy For Europe's Social Snackers

Aim For Social Depth Marketing And Audience Interaction Habits Using Social Technographics®

August 6, 2014

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  • By Ryan Skinner
  • with Luca S. Paderni,
  • Nate Elliott,
  • Samantha Merlivat

Why Read This Report

European online consumers are more reserved in social channels compared with other markets; we say they "snack" in social channels because they treat the channels as interesting but nonessential. Their social behavior also differs considerably market to market. This doesn't mean that marketers in Europe should ignore or neglect social channels for integrated marketing strategies; tremendous opportunities exist for well-planned strategies that map to Europeans' preferences. This report shares Forrester Social Technographics® data on Europeans' social media activities and offers advice for how marketing leaders can use sources of data like these to build sound strategies for social channels in European markets.

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Table of Contents

  • Marketers Must Often Guess About European Social Media Behaviors
  • Social Technographics Data Guides Successful Social Programs

  • Apply The POST Methodology To Address Social Behaviors In Europe
  • Supplemental Material
  • Related Research Documents

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