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For B2C Marketing Professionals

Drive Social Marketing Success With The POST Process

Strategic Plan: The Social Marketing Playbook

July 29, 2016


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This is the Strategic Plan report in The Social Marketing Playbook For 2017.

Why Read This Report

When pursuing social 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 report was originally titled "The POST Process Drives Social Success"; Forrester periodically reviews and updates it for continued relevance and accuracy. This report has been updated to include the latest Social Technographics and Consumer Technographics data.

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Table of Contents

  • Use POST To Systematically Add Social To Your Marketing Plan
  • People: Analyze Your Audience's Social Technographics Score
  • Objectives: Select Your Marketing Goals
  • Strategy: Align Social Tactics To Meet Marketing Objectives
  • Technology: Implement Your Tactics
  • Recommendations

  • Use Social Media To Move Into A Post-Digital World
  • Supplemental Material
  • Related Research Documents

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